This document outlines a marketing plan for a new bracelet product launching in partnership between Pomellato and the Kering Foundation. The bracelet will be made of silver and topaz gems, at a lower price point than existing gold/diamond designs. Each gem color represents an attribute like strength or healing. Numbers on the inside of each bracelet will make it collectible. All sales revenue will be donated to support the Kering Foundation's work against violence against women. The marketing plan details promotional activities across various channels like social media, displays, and events to raise awareness of the cause and drive sales of the new product launching on International Women's Day 2022. Success will be measured by sales, engagement, and donations generated

1. MERCHANDISING CASE
STUDY PART III
Marina Duarte Saadia
Prof Kimberly Rabanal
Spring 2020

2. THE PRODUCT
• Bracelet that already exists but with a twist in the design
• Silver instead of gold
• Topaz instead of diamonds
• Lower price
• Selected gems that each represent something that women
of the social phenomenon aspire or need (strength, safety,
self-love, healing, freedom, prosperity)
• Product will be numbered as each customer will receive a
certificate of donation
• Number will be on the inside part of the Item
• Collectible
• All value from sales will be donated to the Kering Foundation
BRACELET M'AMA NON M’AMA KERING FOUNDATION

3. PRODUCT Mockup
BRACELET M'AMA NON M’AMA KERING FOUNDATION
Bracelet in silver 95, 2 peridot 1.06 ct, 6 white topaz 0.08 ct. Wearability: cm 16.5
STRENGHT SAFETY SELF-LOVE FREEDOMHEALING PROSPERITY
Ref. B.B801/B9O1/KF Ref. B.B801/B9O2/KF Ref. B.B801/B9O3/KF Ref. B.B801/B9O4/KF Ref. B.B801/B905/KF Ref. B.B801/B906/KF

4. Marketing objectives
• Increase brand awareness by promoting the
brand on multiple platforms
• Expand target market with a more accessible
product
• Bring attention to the social phenomenon:
Violence Against Women
• Promote the Kering foundation and involve more
people on the cause
• Expand Pomellato’s product line
• Launch a new material use by the brand ( Silver)
IntegratedMarketingplan

5. Promotional Mix
• Print
• Social Media ( Instagram, Facebook, Twitter)
• Television
• TED talks
• Billboards
• Window and in-store displays
• Online visuals
• Online videos
• Online and in-store events
• Seasonal events (Easter, Christmas,
Valentines day etc.)
IntegratedMarketingplan

6. Marketing SCHEDULE
IntegratedMarketingplan
• Mid April: start with advertisements on social media and online
• Billboards announcing the launch
• April 20th: Launch of the promotional video with Kering Foundation
• April 30th: Campaign Launch
• Pre-Sale on March 1st of 2022 online through the Kering Foundation and Pomellato’s
website only
• Product will launch on March 8th (Intl women day) of 2022 online and selected
flagships
• Launch event in NYC and Milan Flagships for VIP customers on the day before general
launch ( March 7th, 2022)
• Available on authorized retailers and all stores a month after launch
• Revenue will be donated to the foundation yearly ( Every March 8th ) in an event for
top customers and members of the Kering Foundation
• Seasonal schedules for social media and special campaigns

7. Marketing message
IntegratedMarketingplan
The message will explain to
the customer how one simple
gesture can be beneficial to
them and to others in which
depend on someone else to
feel safe in the world. The
bracelet will be a symbol of
empathy, strength, class and
beauty. It will make every
customer even more radiant
and confident.

8. Marketing Budget
IntegratedMarketingplan
Marketing
Print
Campaigns
Digital Content
Physical displays
Events
U$ 350,000
U$ 60,000
U$ 120,000
U$ 20,000
U$ 50,000
U$ 100,00

9. Detailed plan
IntegratedMarketingplan
• Product will launch for Pre-sale through the Kering Foundation and Pomellato’s
website a week previous to the general launch- this will be sold through subscribing
and donating $50 + to the foundation
• The day before the event there will be a two simultaneous events in NYC and Milan
flagships for special guests with Cipriani catering and Perrier Jouet champagne
• There will be a link on both Kering Foundation and Pomellato’s website to purchase the
bracelet
• Social Media and billboards will be used to announce the campaign with figures like
Angelina Jolie that are involved and preoccupied with social causes
• Event exactly a year later at the Cipriani restaurant in Milan to make the official
donation of the revenues from the item on the previous year.
• E-mail blasts about the foundation and how the bracelet helps the cause
• Use of TV shows and Ted talks to talk about the phenomenon and promote the item
• In-store marketing will be focused on window and displays

10. Marketing success
IntegratedMarketingplan
• This will be measure by the number of products
sold, the number of new customers through all
platforms – social media and physical stores.
• The number of visits and clicks to the tab where
the item is available online
• The increase in the number of visits on both
Pomellato and Kering Foundation website
• Number of times people shared the promotional
video will be also a measure.
• Increase in sales for Pomellato
• Increase in people involved in the cause with Kering
Foundation
• How many people attended the events and how
much was sold during each one
• Amount of bracelets sold during pre-sale

11. Product Success
IntegratedMarketingplan
• Number of products sold will be the
biggest measure for product success – in
all channels: social media shop features,
online, in store and authorized retailers
• If customers are buying the product
multiple times, are they coming back for
it ?
• Involvement with the foundation and the
awareness of the social phenomenon
• Social media users sharing the item
• Return on investment numbers

12. MERCHANDISINGPresentation:
MoodBoard

13. IN STORE + Campaign MOCKUPS

14. Social media MOCKUPS
Discover the new Kering Foundation and Pomellato
partnership. Available online and in selected store.
#AgainstWomenViolence collection of bracelets in
partnership with @Keringfoundation
Pinterest
Instagram

15. Facebook
#AgainstWomenViolence collection of bracelets in partnership with
@Keringfoundation

16. Online Shop Mockup
Kering Foundation Kering Foundation Kering Foundation

17. Conclusion
• Pomellato will launch the Kering Foundation Bracelet on March 8th of
2022- women's day
• The product will be available in six colors and it will be collectible
• It will be for sale on Kering Foundation website as well as in Pomellato’s
• Marketing will be done through social media, in store displays, windows,
TED talks, e-mail blasts, promotional videos, campaigns and more.
• Revenue will be donated to the cause on a yearly basis