Schmoove

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-Projet étudiant-
Développer une stratégie de communication et imaginer une innovation produit compte tenu d\'une tendance identifiée.

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Schmoove

  1. 1. Create the future !Marketing and communication strategy based on future thinking Sciencescom Spring school - 2010
  2. 2. Context 8.3 BILLIONS EUROS A YEAR IN FRANCE CONSUMPTION STAGNATION NEW INCREASE PERSPECTIVES FOR WOMEN ALL THE PRODUCTS SEEMS TO BE THE SAME PERSONNALIZATION TREND IS RAISING CONSUMER IS LOOKING FOR EASY-TO-USE SHOE, PRETTY AND ORIGINAL E SHOPPING IS DEVELOPPING A LOT* * Spartoo had a turnover of 15 millions euros in 2008
  3. 3. Schmoove company THE ALTERNATIVE SHOES FOR MEN SHOES EASY TO WEAR AND ELEGANT FOCUS ON MEN WITH A HIGH WAY OF LIFE UNIQUE ON THE MARKET ONE SPIRIT
  4. 4. Positionning SCHMOOVE BRAND IS THE RESULT OF A CULTURAL MIX BETWEEN MUSIC, FASHION DESIGN AND STREET CULTURE SCHMOOVE LOVES BY PASSING CODES AND TIME A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL MEN SHOES UNIVERSE
  5. 5. Nowism Trends are never ʻorʼ, theyʼre always ʻandʼ. Trying out new things, escaping commitment and obligations, dropping formality, and of course collecting endless new experiences Real time reviews : 45 percent said they dont have "enough time for me." For dynamic brands, living in sync with NOWISM, this will mean a world of real-time customer service.
  6. 6. New positionning including womens A REAL CROSS-OVER, THE BRAND IS THE ALTERNATIVE TO CLASSICAL WOMEN SHOES UNIVERSE
  7. 7. Why women ? OPPORTUNITY FOR US TO DEVELOP A NEW RANGE FOR WOMEN : A NEW TREND : BOYFRIEND FEMALE COSTUMER ARE THE PRINCIPAL TARGET OF THIS MARKET WOMEN HAVE MANY «LIFES» (HOME, WORK, FRIENDS...) SHOE MUST ADAPT TO THIS LIFE WOMEN NEED TO BE ORIGINAL
  8. 8. Deliver with special pensFirst future productTEENAGERSADAPTABLE TO ANY SITUATIONCUSTOMIZECREATE THEIR STYLE (COLOR, …) Washable materials
  9. 9. Second future productWOMENADAPTABLE (SITUATION, ANY TIME OF THE DAY)INCREASING / DECREASING HEELS Increasing / decreasing heel
  10. 10. Creative strategy
  11. 11. #1 Product : young girls 15 - 25 years old High purchasing power Interested in friendship, culture (music, fashion, new technologies...) Living in cities A PERSONNAL SHOES CREATE THEIR OWN STYLE CREATE THEIR CODES / CULTURE BE UNIQUE
  12. 12. #2 Product : adult womens 25 - 35 years old Working women High purchasing power Cultural mix between their working women life, fashion, design and usability FASHIONABLE USABILITY BE ORIGINAL
  13. 13. Who is who ?
  14. 14. Who is who ?
  15. 15. The message ONE SCHMOOVE FOR EVERY SITUATION
  16. 16. The slogan SHOES YOURSELF
  17. 17. Communication strategy
  18. 18. The needs A DEDICATE WEB SITE : ONLINE SHOP ONLINE FITTING ROOMS ONLINE HABERDASHER A BLOG A FACEBOOK PAGE : « share your shoes experiences »
  19. 19. The needs A CONTEST ON FACEBOOK : ELECTION OF THE GREATEST ORIGINAL SHOES TV SPOT : WOMAN’S DAY IN THE CITY CUSTOMIZATION OF SHOES BY ARTISTS (PAINTERS, SINGERS...) POSTER AND BILLBOARDS CAMPAIGN TAKE BENEFIT FROM AN IMPORTANT EVENT : FASHIONSHOW LIKE FASHION WEEK IN PARIS
  20. 20. Headlines Sign up your shoes ! A new trend : shoes customization New practical shoes for the women Heels removal : today’s new possibility !
  21. 21. THANK YOU !

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