The document presents an oral presentation regarding a lingerie business's marketing strategies, target market, and financial projections. It outlines the marketing mix, including product details, pricing, distribution channels, and promotional activities aimed at women aged 15-35, while also addressing human resources and risk analysis. Financial statements indicate a projected growth in turnover and profitability over three years, culminating in a breakeven point achieved in the second year.

1. Oral Presentation
Kcréa Régional - Toulouse
19th February 2013

2. Organisation Romain
Bourmaleau
CEO
Secil Loïc
Karatas Tardy
Consultant Consultant
Marion
Manuela Vila Lucile Ruiz Erwan Petrus Elodie Olive
WareHouse
Casasnovas Sales Communication Fashion
Administrative
Manager Manager Manager Designer
Assistant
2

3. Content
1. Market
1. Marketing mix
2. Human resources
3. Financial statements
4. Risks analysis
5. Futur
3

4. 1. Market: Customers’ behavior
Budget
Clothes Expenses 138 €
140 € 116 €
112 €
17 120 € 99 €
Lingerie
100 €
68 €
Other 80 €
Cholthes 60 €
expenses
83 40 €
20 €
-€
15-24 25-34 35-44 45-54 55-65
No customers’ loyalty
20-30 years old Would buy an innovative bra online
4

5. 1. Market: A Competitive market
Strong Well known
Relationships competitors
Communication war
5

6. WHAT
MAKES
US
?
STRONG

7. 1. Market: Our KFS
SPECIALIST
INNOVATIVE E-SHOP
& &
FASHIONABLE DEVELOPING CUSTOMER
LOYALTY
KFS
GOOD
QUALITY/PRICE RATIO AVOID PRESSURES FROM
& RETAILERS
COMMUNICATION
7

8. 1. Market: Product Positioning
***
***
******
** Middle range product
8

9. 1. Market: Our Target
Target Customer Base
- Women
- Between 15 and 35 years old
- Comfort, convenience
- Good quality/price ratio
Secondary Target
- Men
- Women
9

10. 2. Marketing Mix: Product
3 PIECES
Classic
Plunging
Half Bra
CUPS Strapless
Molded cups
3 shapes
From size A to F
10

11. 2. Marketing Mix: Product
• Color scale: 9 colors
Fastened system
- An iron hook on each side of the band
- Sizes:85-110
• Textile: Coton, Elasthane and Polyester
Complete Bra 30 €
Band 10.2 €
Cups 15.9 €
Braces 3.9 €
Shorty / Tanga 11.9 € / 8.9 €
11

12. 2. Marketing Mix: Production
Knowledge
Know
how JCM
Company
Notoriety
They make the product
From the raw materials to the final goods
12

13. 2. Marketing Mix: Place
Total Availabitily
24/24 CMJF
7/7
Delivery in 48H in Nwn
France cp
Collections & News
Loyalty
Live updated
Online Shop
Notoriety
Easy to use
13

14. 2. Marketing Mix: Place in N+2
Multi-Level Marketing :
Sellers get commissions
Private sales
14

15. 2. Marketing Mix: Promotion
15 %
100 N+3
Web advertising
- Banners on websites.
- Commercial
advertisements on video
websites
w
E
15 % - Social networks
100 N+2
vc
17 %
100
MLJF
N+1
Trade fair
0 20
- Salon international de la
40 60 lingerie
80 100
- Salon du textile
Communication budget
Turnover
15

16. 2. Marketing Mix: Street Marketing
Social Buzzing
Word-of-mouth Bra unhooker contest
Photo contest
f
16

17. 3. Human Resources
N+1
5,71 employees
- 5 permanents
- 1 part time: 0.71 permanent
5 employees in the HQ 1 part time
1398 € 1500 € *0.71
indexed on the job grid
/ employee
17

18. 3. Human Resources: N+2 & N+3
N+2
7
5,71 employees
Increase of the salary
Indexed on the CCN
Independent salesperson with a « VDI » contract.
Not employed
N+3
Same staff.
The part time will become permanent
Recruitment of 1 warehouse assistant
1398 €
18

19. 4. Fiancial Statements: Profit and Loss
N+1 N+2 N+3
Turnover 252 152 € 378 228 € 461 438 €
Total charges 255 382 € 338 716 € 375 610 €
Charges % 101% 90% 81%
Profit (bef. Tax) -3 230 € 39 512 € 85 829 €
Breakeven point BEP is achieved sooner
BEP X NOVEMBER OCTOBER
19

20. 4. Fiancial Statements: Cash Flows
Closing Fund
100,000 91,519
90,000
80,000 Opening cash flow: 50 000€
70,000 64,300
60,000
50,000
Investment: 27 495€
40,000 29,666
30,000 No trade receivable
20,000
10,000
0
Year 1 Year 2 Year 3
Balance Sheet Fixed Assets
Equity
No loan
ROI increasing
Current Assets
Current
ROCE: positive profitability from 2nd year Liabilities
20

21. Forecasts within 3 years
Ratios N+1 N+2 N+3
Turnover growth in % -- 50% 22%
Net profit /Turnover % -1% 12% 16%
Net cash flow -20 334€ 36 351€ 57 053€
EBIT/Sales % -1% 10% 19%
ROE -7% 27% 36%
21

22. WHAT
ABOUT
?
THE RISKS
?

23. Risks analysis
Metric Product
JCM Cheynet
Company Shantou Xinfa Lingerie Accessories Firm
Dongyang Shen Nong Textiles Co., Ltd.
23

24. Futur
Product Price
Full customization
New type of customer Same price policy
Jewelry for underwear
Media Referenced with
some well known
Web communication retailers
Promotion Place
24

25. VIDEO
25

26. Conclusion
Answer to
opportunities
Answer to
Financially
the market’s
feasible KFS
26

28. 28

29. Lingerie Market
What is the lingerie market ?
Daywear like knickers, corsetry, bras, nightwear,
pajamas and baby-doll
France, one of the first sellers of lingerie in Europe
with 2.6 € Billion of turnover (2011)
Average budget in the country => 97.4 € (2011)

30. Results of the Survey:
Loyalty & Purchasing Frequency
Loyalty
Frequency

31. Results of the Survey:
Budget & Removable parts
Removable Parts
Budget

32. Results of the Survey : Internet

33. Breakeven
Year 1 Year 2 Year 3
TURNOVER (excl. Tax) 252 152 € 378 228 € 461 438 €
Total variable costs 119 596 € 173 926 € 209 921 €
Contribution margin 132 556 € 204 303 € 251 517 €
Rate of contribution margin 53% 54% 55%
Total fixed costs 135 786 € 145 204 € 177 457 €
Break even point 258 296 € 268 818 € 325 566 €
1st year BEP isn’t reached
2nd year : in november
3rd year: in october
BEP is achieved more and earlier!
33

34. Finance
N+1 N+2 N+3
Unit Margin per product
Cup 1,76 € 2,95 € 5,64 €
Band -0,74 € 0,38 € 1,75 €
Straps -3,51 € -2,47 € -2,56 €
Shorty 0,00 € 1,15 € 2,91 €
Tanga -1,31 € -0,21 € 0,86 €
5%
7% 7%
44% Salaries Cost of sales
Costs 17%
Promotion Transport fees
Year 1 20%
Warehouse Others
34