About the company <ul><li>Coriolan  – biggest  wedding rings and  jewlery producer in Romania </li></ul><ul><li>3  well pl...
Market overview <ul><li>Jewelry produced in Romania:  1,5 -2,2 tons/year which represents 10-15% percent of the entire sal...
Jewelry sales - Products
Market overview <ul><li>The total value of the market  is estimated at 500 millions of Euro. There is 1 ton of gold jewelr...
Core value statement  <ul><li>For the parents that want to buy a special gift to their daughters,  Coriolan  Beautiful Mem...
Memories bracelet  <ul><li>Memories bracelet  -  similar to a  “charm bracelet” </li></ul><ul><li>At  18 th  birthday  (ag...
Evolution of the product  <ul><li>When it is bought, it is a simple bracelet made out of flat golden links that hook toget...
The product
Consumers of  Beautiful memories bracelet <ul><li>Primary target market </li></ul><ul><li>Business woman with age over 29 ...
Marketing objectives  (6 months)  <ul><li>Within 3 months  70%  from the target audience will be aware of the existence of...
Marketing strategies <ul><li>Product strategy </li></ul><ul><li>Packaging - dark red velvet box with satin inside </li></u...
Distribution <ul><li>Traditional distribution </li></ul><ul><li>Distributed in 3 their own stores ( Piata Unirii, Moldova ...
Promotion <ul><li>Role:  </li></ul><ul><li>increase awareness on the product in order to  increase the volume of sales </l...
Print
Budget Element Cost per insertion ($) Number of insertions Expenses ($) Video production 30 000 Media space  5000 <ul><li>...
Measuring objectives <ul><li>The main things that need to be tested after the 6 months </li></ul><ul><li>Do people from th...
<ul><li>Thank you for your </li></ul><ul><li>attention! </li></ul>
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Strategy of Coriolan Memories bracelet

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Strategy of Coriolan Memories bracelet

  1. 2. About the company <ul><li>Coriolan – biggest wedding rings and jewlery producer in Romania </li></ul><ul><li>3 well placed stores in Iasi – 70 distributors in Romania </li></ul><ul><li>Average consumer profile: </li></ul><ul><ul><ul><li>Young people 25- 40 </li></ul></ul></ul><ul><ul><ul><li>People that want to buy wedding rings / gifts </li></ul></ul></ul><ul><li>Need for a single Coriolan branded product </li></ul>
  2. 3. Market overview <ul><li>Jewelry produced in Romania: 1,5 -2,2 tons/year which represents 10-15% percent of the entire sales on jewelry market </li></ul><ul><li>Imported jewelry : 80% of the total imported jewelry come from Turkey </li></ul><ul><li>Jewelry sold in pawn shops </li></ul><ul><li>Jewelry sold on the black market: the sales on the black market are 3 times higher than the entire national production (75% of the total sales) </li></ul>
  3. 4. Jewelry sales - Products
  4. 5. Market overview <ul><li>The total value of the market is estimated at 500 millions of Euro. There is 1 ton of gold jewelry sold every month. </li></ul><ul><li>The growth potential: PBR estimates an annual increase sales rate of 10%-20%. </li></ul><ul><li>Per capita consumption: 1,4 grams/inhabitant </li></ul><ul><li>Typical promotional activity: radio, magazines, flyers, catalogues and internet </li></ul><ul><li>Distribution: Malls or own shops, online </li></ul>
  5. 6. Core value statement <ul><li>For the parents that want to buy a special gift to their daughters, Coriolan Beautiful Memories Bracelet is the perfect option, by offering an unique personalized product. </li></ul>
  6. 7. Memories bracelet <ul><li>Memories bracelet - similar to a “charm bracelet” </li></ul><ul><li>At 18 th birthday (age of maturity) tradition is for parents to give “valuable” presents, mostly golden jewelry or other things that the person will keep all its life. </li></ul><ul><li>Something a parent (a mother) would buy at the birth of her baby girl and give it as a present on its 18th birthday </li></ul><ul><li>It has pendants that are relevant for the events in the person’s life till that particular moment </li></ul>
  7. 8. Evolution of the product <ul><li>When it is bought, it is a simple bracelet made out of flat golden links that hook together </li></ul><ul><li>With time, parents can buy and add different symbols to it : </li></ul><ul><ul><ul><ul><li>a dancing shoe pendant - for first dancing lesson </li></ul></ul></ul></ul><ul><ul><ul><ul><li>a book pendant for the first day of school </li></ul></ul></ul></ul><ul><ul><ul><ul><li>camera pendant – if it has photography at a hobby </li></ul></ul></ul></ul><ul><li>The symbols are bought separately whenever the parent feels the need </li></ul><ul><li>All the pendants can be personalized or engraved on demand </li></ul>
  8. 9. The product
  9. 10. Consumers of Beautiful memories bracelet <ul><li>Primary target market </li></ul><ul><li>Business woman with age over 29 </li></ul><ul><li>Mothers of baby girls </li></ul><ul><li>Active women with lots of responsibilities </li></ul><ul><li>They are very organized and plan carefully their life </li></ul><ul><li>They don’t like mainstream products and search for unique ones </li></ul><ul><li>Secondary target market </li></ul><ul><li>Well educated people that want to buy a special gift </li></ul><ul><li>Income above average </li></ul>
  10. 11. Marketing objectives (6 months) <ul><li>Within 3 months 70% from the target audience will be aware of the existence of the product </li></ul><ul><li>Within 6 months 10% of the decision takers (mothers) will buy a Beautiful Memories Bracelet </li></ul><ul><li>Increase the overall awareness on the Coriolan brand with 10% </li></ul>
  11. 12. Marketing strategies <ul><li>Product strategy </li></ul><ul><li>Packaging - dark red velvet box with satin inside </li></ul><ul><li>Each pendant bought will come in a small different box. </li></ul><ul><li>The box will include: certificate of warranty, a guide on how to proper take care of the product, small catalogue, restrictions about proper use age </li></ul><ul><li>Ensure a constant demand on the product </li></ul><ul><li>Price (depending on the gold market) </li></ul><ul><li>Unique product with a higher price </li></ul><ul><li>Discounts after the 3rd pendant bought by the same person </li></ul><ul><li>Loyalty card that can gather points </li></ul>
  12. 13. Distribution <ul><li>Traditional distribution </li></ul><ul><li>Distributed in 3 their own stores ( Piata Unirii, Moldova Mall and Nicolina) – monitor if the product is being accepted by the market </li></ul><ul><li>S eparate part of the stores, specially designed and decorated with pop displays and other materials. </li></ul><ul><li>In the stores outside Iasi there will be promotional materials </li></ul><ul><li>Online distribution </li></ul><ul><li>Online store with information about the product </li></ul><ul><li>Designed for people from another city or that don’t have time </li></ul>
  13. 14. Promotion <ul><li>Role: </li></ul><ul><li>increase awareness on the product in order to increase the volume of sales </li></ul><ul><li>Key benefits transmitted: </li></ul><ul><li>Best way to store the memory of special events – it never lets you down </li></ul><ul><li>Special gift from a mother or parent to its daughter </li></ul><ul><li>Communications channels </li></ul><ul><li>Media: Ziarul d e Iasi, Kiss FM, IS24FUN or Oops media </li></ul><ul><li>Online: banners </li></ul><ul><li>Inside companies – product presentation </li></ul><ul><li>Events: Tara lui Piticot , Kidsland ( the ones that involve children with parents) </li></ul>
  14. 15. Print
  15. 16. Budget Element Cost per insertion ($) Number of insertions Expenses ($) Video production 30 000 Media space 5000 <ul><li>Pro tv / Local </li></ul>100 50 5000 Public space rent 40/day 7200 / 6 months Print production (24 magazine prints and 9 outdoors) 30 000 Contracts with the magazines 1780 <ul><li>Ziarul de Iasi </li></ul>150 6 900 <ul><li>Cityscape </li></ul>70/spread 6 420 <ul><li>IS24FUN </li></ul>70/spread 6 420 Samplings 3000 In-store displays 1920 <ul><li>Malls /ppl stoppers & prints </li></ul>50 / week 24 1200 <ul><li>Restaurants/ Bars Restroom </li></ul>30 / week 24 720 Total Expenses 78900
  16. 17. Measuring objectives <ul><li>The main things that need to be tested after the 6 months </li></ul><ul><li>Do people from the target market know about the product? </li></ul><ul><li>Have they ever bought the product? </li></ul><ul><li>What is the recognition of the brand? </li></ul><ul><li>Methods </li></ul><ul><li>Questionnaire, brand recall test </li></ul><ul><li>Feedback through the website – cost effective </li></ul>
  17. 18. <ul><li>Thank you for your </li></ul><ul><li>attention! </li></ul>

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