In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
L'oreal is a well-known Brand and Shampoo product category is a mature category. This ppt highlights how L'oreal can come up with new marketing strategies to give a boost to their revenue growth in a mature product category. We have used some analytical marketing models along with some innovative idea to come up with this strategy.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
L'oreal is a well-known Brand and Shampoo product category is a mature category. This ppt highlights how L'oreal can come up with new marketing strategies to give a boost to their revenue growth in a mature product category. We have used some analytical marketing models along with some innovative idea to come up with this strategy.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
How luxury brands are embracing Digital Transformation - ArabNet Riyadh 2015ArabNet ME
Speaker: Christian Nucibella, Founder & CEO, FiloBlu
كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي
كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو
The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.
Through a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
When managing a luxury brand, it is necessary to forget a fair number of laws of traditional marketing, which may very well apply to premium brands and even to trading up, but not to luxury.
In this article, I develop 21 management principles, which I call anti-laws of marketing peculiar to luxury.
Ex-Nihilo - Niche perfumery Business planVivek Sharma
The current position of the Niche Brand Ex-Nihilo, and the do's and don'ts that follow their decision-making process.
Some marketable ideas for the branding activities of the infamous brand.
Having achieved a market size of Approximately $185 Billion in total apparel sales in 2013, China is expected to become the world’s largest apparel market surpassing the US by 2018. Due to the nearly unlimited potential of the market it offers vast opportunities for foreign fashion brands wishing to develop their international business.
In this presentation, we analyze the economical and financial results of an important italian wine brand and suggest some strategies to improve the management
In this presentation, we focused on 5 metrics to evaluate a site with Google Analytics: number of session, convertion rate, bounce rate, gender and age.
Project - Social Media Listening, Motta MilanoMarco Cucco
In this study, I analyse an advertising campaign of an important Italian brand, Motta Milano. In particular, I focus on the social media listening, analyzing the sentiment and the reputation about Motta with software as Analytics, Google Trends, SimilarWeb, Buzzsumo, Talkwalker.
In this work, we focused on the Corporate Social Responsability. First of all, we explain what it means. Then, we compare two important car company BMW and Volkswagen.
In this work, we focused on the Corporate Social Responsability. First of all, we explain what it means. Then, we compare two important car company BMW and Volkswagen.
In this project we focused on which are the fundamental steps to set a new brand and share awareness and reputation: defining the audience, raising a differential, collaborate, innovate, validate and cultivate.
Presentation - Lanzamiento de nueva marcaMarco Cucco
In this presentation we show which are the fundamental steps to set a new brand and share awareness and reputation: defining the audience, raising a differential, collaborate, innovate, validate and cultivate.
In this project we suggest how to improve the offer of two big techo companies, as Mediaworld and Uniero. In the last part, we also imagine how to create a new one.
In this presentation we create a Digital Marketing Plan, focusing on all the aspects: user persona, customer journey, Influencer & Digital PR, email marketing, newsletter, advertising, SEO, content creation and social media.
Presentation - Il biologico, scommessa o certezzaMarco Cucco
Statistic analysis of the biological sector, in order of studying the target (age, education, salary, gender, nationality). We use Microsoft Excel for the statistic analysis.
Project - Il biologico, scommessa o certezzaMarco Cucco
Statistic analysis of the biological sector, in order of studying the target (age, education, salary, gender, nationality). We use Microsoft Excel for the statistic analysis.
Project - Competition analysis of the amusement parks sectorMarco Cucco
In these project we study the Italian amusement parks sector in order to discover the best KPI, practises and strategies. We use a bank data and SPSS as statistic software.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
3. 1. The Company
Gentle Monster is a Korean label operating as a luxury eyewear brand.
We present an artistic design and an elegant and contemporary style.
4. Our mission
and vision
The company mission is to present an
unique philosophy and a new perspective,
the vision is establish a “weird beauty” ideal
through “high-end experimentation”.
5. Our target
The target is a consumer with the desire for something
completely different, in particular interested in fashion,
looking for design, innovation and originality.
It’s a customer that wants to dress something new and almost
strange, with excitement and creativity.
6. Swot Analysis
Strengths
- Worldwide acknowledged as unique brand
- Good economic performance and incomes
Weakness
- Odd style, not suitable for everyone
- High price
Opportunities
- Selling to the millennials target
- Take advantage of social network and web
influencer to expand the share of market
Threats
- Being unappreciated in traditional and
“conservative” nation
- Keeping out older and less fashionable people
8. The new market, Italy
• Capitalist economy with high GDP per capita and developed infrastructure
• Sixth export market in the EU
• World’s leading exporter of luxury goods
• The glasses market in Europe is growing of 7%, around €17 billions last
year and Italy is the best country, with an increase of 4.1%
9. A fashion culture
• One of the leading countries in fashion design
• One of the most important fashion markets
• Not only sells, more about image and positioning
10. Global market
Gentle Monster is a click-and-mortar
company.
As well as the e-commerce there are
also some flagship stores in USA, South
Korea, China and Asia and 450
wholesale partners all around the world
11. The distribution
Going to Italy, the aim of the company is to attract
new customers and open new store also in
Europe.
In particular in Milan, Venice and Florence,
city-symbols of fashion and luxury.
12. Competitors
There are lots of Italian competitors
established in the market, but we are
confident to introduce our brand highlighting
our disruptive identity
13. Our
objectives
The main goal persecuted by the company is to
spread the Gentle Monsters image, values and
philosophy in the Italian markets, by:
• Attracting new potential customers.
• Increase the brand awareness.
• Generate around €5 millions of sales.
14. Swot Analysis of the market
Strengths
- Favorable political and economic factors, as
well as the cultural force of fashion in the
country
Weakness
- It is a mass market with many competitors
Opportunities
- High probability of rapid acceptance
- Big and important events where promote the brand
Threats
- Setting a new distribution point
- Being unaccepted by the new market
15. Define and segment the target
Starting with the segment, our target is people that are
interested in fashion, follow trends, appreciate fancy and
strange glasses and are willing to spend a great amount of
money.
16. User personas
Our target is used to spend lot of money in clothes and
accessories of the best luxury brand, but they are not
“evangelist” or “ambassador”. They like to change brand and
following the latest trends.
So, we can affirm that our target is favourably inclined to try
something different, especially if it is fancy and baroque.
17. Mario
Mario, 48 years old, from Milan, lives in the center of the
city, works in a well-known business company, with a
salary of €3000 - 3500/month.
18. With a wife, no child, a quite
expensive luxury car.
After work he likes going for
happy hour in the city center.
Sometimes go for shopping with
his wife in the luxury shops in
the “fashion streets”.
19. Sara
Sara, 23 years old, studying at Bocconi University
(private), she is not working yet but his parents pay her
house rent and give her a monthly pocket money of
almost €2000.
20. She doesn’t have a car but
use metro and taxi.
She likes fashion and really
care about her outfits and
every accessories, such as
bags, sunglasses, necklaces.
She loves going drinking near
Navigli, the most famous and
frequented area from students.
23. Billboards
Talking about the exterior advertisement, we
want to put billboards in the city center, near the
most crowded places and also in the metro,
especially in the biggest stations.
The advertisement should be simple but
effective
24. Fashion events
Considering the fact that we are going to promote our sunglasses in the
richest and famous city of Italy, we should also participate to the fashion
events that every years take place there.
Without doubts, this is the perfect occasion to promote our product.
Indeed, we will have the opportunity not only to show our glasses,
but also to give them for free to some model or vip.
25. Milan Fashion
Week
In Milan are organized the
“Fashion Weeks”, one in
February and another one in
September.
During these weeks, all the city is
full of models and stylist and they
go all around the center showing
their new collections.
27. The most important European fair
trade dedicated to eyewear, with
more than 55.000 people attending,
1200 exhibitors and 130 new brands
28. Pop-up
stores
A pop-up shop allows to communicate our
brand’s promise to the customers through the use
of a unique and engaging physical environment.
This makes the shopping experience very
enticing for consumers and it is one of the best
ways to engage the customers offline.
29. In addition to this, pop-up shop can help the customers to
become more comfortable and familiar with our products.
Giving our potential customers a live demo or walking them
through our product is a great way to get some early adopters.
It represents the best solution to try on before purchasing.
