Oral presentation for "Contempory issues in Marketing" MA Marketing - Dublin Business School Creation and launch of a new handbag brand in the UK and Irish market Complete business plan

1. Audrey JASPART - 10022021

2. 1. Handbags description
2. Market analysis : the UK and Irish market
3. Segmentation, Target and Positioning
4. Marketing projections
5. Marketing mix strategy
 Ethical strategy
 Value-oriented approach
 Brick and click strategy
 Media, digital and non media strategy
6. Conclusion and recommendations

3. Business Team composition

4. Handbags
description

5. Leather certified “Rainforest Alliance”
Several colors and forms
Multiple pockets
Double loop or strap…
Handbags features

6. LED System
Handbags features

8. Save time
Practical
Ethical
Benefits to clients

9. Strengths Weaknesses
-Innovative product
-Patented system
-Favorable access to distribution
channels
-Good COO effects (France)
-Good quality of the leather
-Ethical
-Fragility handbags due to the LED
system
-Low brand recognition

10. Market analysis
the UK and Irish
market

11. Value and price-consciousness
Technology developments Particular features
Role of the Internet
37% population purchase online
Ethics trends
Handbag market trends

12. • Luxury brands
• Department store
• Clothing retailers
• Specialist in accessories
• Lot of independent designers
Lot of competitors

13. Optical fiber fabric
By Lumigram
Lamp handbag : by Lexon
Threat of substitute products

14.  According to the PESTLE Analysis
• In Europe, the handbags market is expected to increase by 2015
• Non-food retail sector : increase of 15% within 5 years
• The luxury sector is expected to grow over 50% by 2015

15. Opportunities Threats
-Internet, Smartphones and e-commerce
continue to growth up
-Technology and innovation are in the
trends
-Ethic market
-Non-food retail and luxury sector are not
affected by crisis
-Large segment market
-Strong competition with lot of big
competitors
-Established competitive brands
-Substitutes products at low cost
-Short Product Life Cycle

16. Segmentation,
Target and
Positioning

17.  SEGMENTATION
Segmentation by gender, age, income and purchase behavior

18.  TARGET
Sell opportunities
25-50 years old
Middle class
Focus on practicality,
originality, quality and
ethics

19.  POSITIONING
Handbag "Coup de Foudre"
is convenient to find again his stuff

20. PERCEPTUAL MAP

21. Marketing
projections

22. 0
50,000
100,000
150,000
200,000
250,000
300,000
2013 2014 2015
Sales projections per year (€)

23. Marketing
mix strategy

24. Product decision: an ethical strategy

25. Pricing decision: value-oriented approach
100 -300 85- 255

26. Place decision: brick and click strategies
Brick and Mortar Stores Online
-Specialist retailers
-Local specialist boutiques
-To-end department stores
-Specialist’s handbags website (Sarenza…)
-Own website:
www.coup-de-foudre-shop.com

27. Marketing communication decisions

28. Digital strategy
To promote handbags, give
information about the collection and
answer questions
Advertising on our website
Advertising on blogs, websites and forum
Search engine marketing: Google Adwords…

29. Non-media strategy

30. Marketing communication decision
Guerilla marketing

31. Conclusion and
recommendations

32.  Innovative concept
 Ethical considerations
 Active on the
communication strategy

33. Recommendations:
 Expand the selling in Europe
 Launch a range of handbags for men
GROWING MARKET

34. Thank you
for your
attention !