SlideShare a Scribd company logo
MERCHANDISING CASE
STUDY PART III
Marina Duarte Saadia
Prof Kimberly Rabanal
Spring 2020
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
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
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
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
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
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.
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
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
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
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
MERCHANDISINGPresentation:
MoodBoard
IN STORE + Campaign MOCKUPS
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
Facebook
#AgainstWomenViolence collection of bracelets in partnership with
@Keringfoundation
Online Shop Mockup
Kering Foundation Kering Foundation Kering Foundation
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

More Related Content

What's hot

L'expérience client chez Renault Retail Group
L'expérience client chez Renault Retail GroupL'expérience client chez Renault Retail Group
L'expérience client chez Renault Retail Group
Renault Consulting France
 
Auchan
AuchanAuchan
Les vertus de la musique dans le marketing de l'expérience
Les vertus de la musique dans le marketing de l'expérience Les vertus de la musique dans le marketing de l'expérience
Les vertus de la musique dans le marketing de l'expérience
Nicolas Micallef
 
Yves rocher étude de cas
Yves rocher étude de casYves rocher étude de cas
Yves rocher étude de casMajda Belfquih
 
Dossier oléiculture
Dossier oléicultureDossier oléiculture
Dossier oléiculture
Ronan Boussicaud
 
Challenge auchan dossier_2
Challenge auchan dossier_2Challenge auchan dossier_2
Challenge auchan dossier_2Charles Richard
 
earlegal#7 - influenceurs et marques, quels sont les contours juridiques ?
earlegal#7 -  influenceurs et marques, quels sont les contours juridiques ?earlegal#7 -  influenceurs et marques, quels sont les contours juridiques ?
earlegal#7 - influenceurs et marques, quels sont les contours juridiques ?
Lexing - Belgium
 
Marketing évènementielle Hermes _ partie 1
Marketing évènementielle Hermes _ partie 1Marketing évènementielle Hermes _ partie 1
Marketing évènementielle Hermes _ partie 1
Gabriella Vieira
 
Qu'est ce que le marketing politique ?
Qu'est ce que le marketing politique ?  Qu'est ce que le marketing politique ?
Qu'est ce que le marketing politique ?
Ali Bedar
 
Strat de marque thebeau derniere version
Strat de marque thebeau derniere versionStrat de marque thebeau derniere version
Strat de marque thebeau derniere versionmaudekhayat
 
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
Indexpresse
 
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
cardona
 
Présentation de la marque : The Body Shop
Présentation de la marque : The Body ShopPrésentation de la marque : The Body Shop
Présentation de la marque : The Body Shop
Paul Pernez
 
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
Alex
 
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
Sarah THOMMERET
 
Exposé Marketing
Exposé MarketingExposé Marketing
Exposé Marketing
Grossard
 
PowerPoint Auchan
PowerPoint AuchanPowerPoint Auchan
PowerPoint Auchan
Lauryneee
 
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie Oriane Liégé @orianelie
 
Stratégie de communication politique - Dominique Strauss-Kahn
Stratégie de communication politique - Dominique Strauss-KahnStratégie de communication politique - Dominique Strauss-Kahn
Stratégie de communication politique - Dominique Strauss-Kahn
P2A Communication, Agence de communication Publique & Politique
 

What's hot (20)

L'expérience client chez Renault Retail Group
L'expérience client chez Renault Retail GroupL'expérience client chez Renault Retail Group
L'expérience client chez Renault Retail Group
 
Auchan
AuchanAuchan
Auchan
 
Les vertus de la musique dans le marketing de l'expérience
Les vertus de la musique dans le marketing de l'expérience Les vertus de la musique dans le marketing de l'expérience
Les vertus de la musique dans le marketing de l'expérience
 
Yves rocher étude de cas
Yves rocher étude de casYves rocher étude de cas
Yves rocher étude de cas
 
Dossier oléiculture
Dossier oléicultureDossier oléiculture
Dossier oléiculture
 
Challenge auchan dossier_2
Challenge auchan dossier_2Challenge auchan dossier_2
Challenge auchan dossier_2
 
earlegal#7 - influenceurs et marques, quels sont les contours juridiques ?
earlegal#7 -  influenceurs et marques, quels sont les contours juridiques ?earlegal#7 -  influenceurs et marques, quels sont les contours juridiques ?
earlegal#7 - influenceurs et marques, quels sont les contours juridiques ?
 
Cas Yves Rocher
Cas Yves RocherCas Yves Rocher
Cas Yves Rocher
 
Marketing évènementielle Hermes _ partie 1
Marketing évènementielle Hermes _ partie 1Marketing évènementielle Hermes _ partie 1
Marketing évènementielle Hermes _ partie 1
 
Qu'est ce que le marketing politique ?
Qu'est ce que le marketing politique ?  Qu'est ce que le marketing politique ?
Qu'est ce que le marketing politique ?
 
Strat de marque thebeau derniere version
Strat de marque thebeau derniere versionStrat de marque thebeau derniere version
Strat de marque thebeau derniere version
 
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
Pour une analyse du marketing de la beauté : extrait de synthèse de presse Th...
 
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
Les cosmétiques non traités sur les animaux, exemple de LUSH, travail de mark...
 
Présentation de la marque : The Body Shop
Présentation de la marque : The Body ShopPrésentation de la marque : The Body Shop
Présentation de la marque : The Body Shop
 
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
Comment retrouver de la croissance valeur et volume sur le rayon animalerie d...
 
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
Stratégie marketing digital pour la marque de Cosmétiques Bio 3point3 (Bretagne)
 
Exposé Marketing
Exposé MarketingExposé Marketing
Exposé Marketing
 
PowerPoint Auchan
PowerPoint AuchanPowerPoint Auchan
PowerPoint Auchan
 
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie
Publicité & Media - Etude de Cas Christian Lacroix Parfum C'est La Vie
 
Stratégie de communication politique - Dominique Strauss-Kahn
Stratégie de communication politique - Dominique Strauss-KahnStratégie de communication politique - Dominique Strauss-Kahn
Stratégie de communication politique - Dominique Strauss-Kahn
 

Similar to Pomellato Case Study for a Human Cause

Island Influencers + Boxed Wholesale
Island Influencers + Boxed WholesaleIsland Influencers + Boxed Wholesale
Island Influencers + Boxed Wholesale
Catherine Kaniaru
 
Island Influencers
Island InfluencersIsland Influencers
Island Influencers
Catherine Kaniaru
 
Purchase trigger moments
Purchase trigger momentsPurchase trigger moments
Purchase trigger moments
Kiran Mandrawadkar
 
Leanani
LeananiLeanani
Leanani
Leah Boles
 
Trends + Trendsetters: The Best in Fashion Content Marketing
Trends + Trendsetters: The Best in Fashion Content MarketingTrends + Trendsetters: The Best in Fashion Content Marketing
Trends + Trendsetters: The Best in Fashion Content Marketing
NewsCred
 
Digital Communication Campaign Tod's
Digital Communication Campaign Tod'sDigital Communication Campaign Tod's
Digital Communication Campaign Tod's
Varun Jagger
 
Millennials Consumer Behavior by brandnow.asia
Millennials Consumer Behavior by brandnow.asia Millennials Consumer Behavior by brandnow.asia
Millennials Consumer Behavior by brandnow.asia
Pacharee Pantoomano
 
Client Presentation
Client PresentationClient Presentation
Client Presentation
Gabrielle Casole
 
Erica Esper, Social Media Campaign Strategies
Erica Esper, Social Media Campaign StrategiesErica Esper, Social Media Campaign Strategies
Erica Esper, Social Media Campaign Strategies
Erica Esper
 
Getting ready for Christmas Wells 01 September 2015
Getting ready for Christmas  Wells 01 September 2015Getting ready for Christmas  Wells 01 September 2015
Getting ready for Christmas Wells 01 September 2015
Get up to Speed
 
Boxed Marketing Campaign Proposal Deck - The Fab Five Team
Boxed Marketing Campaign Proposal Deck - The Fab Five TeamBoxed Marketing Campaign Proposal Deck - The Fab Five Team
Boxed Marketing Campaign Proposal Deck - The Fab Five Team
Brooke Ward
 
Courageous Bakery Advertising Plan
Courageous Bakery Advertising PlanCourageous Bakery Advertising Plan
Courageous Bakery Advertising Plan
BrienneNicoleSwanson
 
User generated content marketing - JustKapture Innovations
User generated content marketing - JustKapture InnovationsUser generated content marketing - JustKapture Innovations
User generated content marketing - JustKapture Innovations
Manish Agarwal
 
Leveraging Social Media to Tell Your Sustainable Fashion Story
Leveraging Social Media to Tell Your Sustainable Fashion StoryLeveraging Social Media to Tell Your Sustainable Fashion Story
Leveraging Social Media to Tell Your Sustainable Fashion Story
Earthsite
 
The Best Beauty Content Marketing
The Best Beauty Content MarketingThe Best Beauty Content Marketing
The Best Beauty Content Marketing
Caitlin Weiss
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing
NewsCred
 
Getting ready for christmas plymouth 18 sep 2015
Getting ready for christmas  plymouth 18 sep 2015Getting ready for christmas  plymouth 18 sep 2015
Getting ready for christmas plymouth 18 sep 2015
Get up to Speed
 
Social media 101 pres
Social media 101 presSocial media 101 pres
Social media 101 pres
Alexandra Kulas
 
Falcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media TrendsFalcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media Trends
Falcon.io
 
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
Angela LaGamba
 

Similar to Pomellato Case Study for a Human Cause (20)

Island Influencers + Boxed Wholesale
Island Influencers + Boxed WholesaleIsland Influencers + Boxed Wholesale
Island Influencers + Boxed Wholesale
 
Island Influencers
Island InfluencersIsland Influencers
Island Influencers
 
Purchase trigger moments
Purchase trigger momentsPurchase trigger moments
Purchase trigger moments
 
Leanani
LeananiLeanani
Leanani
 
Trends + Trendsetters: The Best in Fashion Content Marketing
Trends + Trendsetters: The Best in Fashion Content MarketingTrends + Trendsetters: The Best in Fashion Content Marketing
Trends + Trendsetters: The Best in Fashion Content Marketing
 
Digital Communication Campaign Tod's
Digital Communication Campaign Tod'sDigital Communication Campaign Tod's
Digital Communication Campaign Tod's
 
Millennials Consumer Behavior by brandnow.asia
Millennials Consumer Behavior by brandnow.asia Millennials Consumer Behavior by brandnow.asia
Millennials Consumer Behavior by brandnow.asia
 
Client Presentation
Client PresentationClient Presentation
Client Presentation
 
Erica Esper, Social Media Campaign Strategies
Erica Esper, Social Media Campaign StrategiesErica Esper, Social Media Campaign Strategies
Erica Esper, Social Media Campaign Strategies
 
Getting ready for Christmas Wells 01 September 2015
Getting ready for Christmas  Wells 01 September 2015Getting ready for Christmas  Wells 01 September 2015
Getting ready for Christmas Wells 01 September 2015
 
Boxed Marketing Campaign Proposal Deck - The Fab Five Team
Boxed Marketing Campaign Proposal Deck - The Fab Five TeamBoxed Marketing Campaign Proposal Deck - The Fab Five Team
Boxed Marketing Campaign Proposal Deck - The Fab Five Team
 
Courageous Bakery Advertising Plan
Courageous Bakery Advertising PlanCourageous Bakery Advertising Plan
Courageous Bakery Advertising Plan
 
User generated content marketing - JustKapture Innovations
User generated content marketing - JustKapture InnovationsUser generated content marketing - JustKapture Innovations
User generated content marketing - JustKapture Innovations
 
Leveraging Social Media to Tell Your Sustainable Fashion Story
Leveraging Social Media to Tell Your Sustainable Fashion StoryLeveraging Social Media to Tell Your Sustainable Fashion Story
Leveraging Social Media to Tell Your Sustainable Fashion Story
 
The Best Beauty Content Marketing
The Best Beauty Content MarketingThe Best Beauty Content Marketing
The Best Beauty Content Marketing
 
Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing Trends + Trendsetters: The Best in Beauty Content Marketing
Trends + Trendsetters: The Best in Beauty Content Marketing
 
Getting ready for christmas plymouth 18 sep 2015
Getting ready for christmas  plymouth 18 sep 2015Getting ready for christmas  plymouth 18 sep 2015
Getting ready for christmas plymouth 18 sep 2015
 
Social media 101 pres
Social media 101 presSocial media 101 pres
Social media 101 pres
 
Falcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media TrendsFalcon.io 2022 Social Media Trends
Falcon.io 2022 Social Media Trends
 
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
Are You Socially Active? Digital Marketing Trends and Startup Growth (PodCamp...
 

More from MarinaSaadia

Lin.com Sunglasses Lookbook
Lin.com Sunglasses LookbookLin.com Sunglasses Lookbook
Lin.com Sunglasses Lookbook
MarinaSaadia
 
Bazaar Social Media Pitch
Bazaar Social Media PitchBazaar Social Media Pitch
Bazaar Social Media Pitch
MarinaSaadia
 
Beauty is Poison
Beauty is PoisonBeauty is Poison
Beauty is Poison
MarinaSaadia
 
Gucci Pop up
Gucci Pop upGucci Pop up
Gucci Pop up
MarinaSaadia
 
Shoe Buying Strategy for Bottega Veneta
Shoe Buying Strategy for Bottega VenetaShoe Buying Strategy for Bottega Veneta
Shoe Buying Strategy for Bottega Veneta
MarinaSaadia
 
Fall 2020 Trend Research
Fall 2020 Trend Research Fall 2020 Trend Research
Fall 2020 Trend Research
MarinaSaadia
 

More from MarinaSaadia (6)

Lin.com Sunglasses Lookbook
Lin.com Sunglasses LookbookLin.com Sunglasses Lookbook
Lin.com Sunglasses Lookbook
 
Bazaar Social Media Pitch
Bazaar Social Media PitchBazaar Social Media Pitch
Bazaar Social Media Pitch
 
Beauty is Poison
Beauty is PoisonBeauty is Poison
Beauty is Poison
 
Gucci Pop up
Gucci Pop upGucci Pop up
Gucci Pop up
 
Shoe Buying Strategy for Bottega Veneta
Shoe Buying Strategy for Bottega VenetaShoe Buying Strategy for Bottega Veneta
Shoe Buying Strategy for Bottega Veneta
 
Fall 2020 Trend Research
Fall 2020 Trend Research Fall 2020 Trend Research
Fall 2020 Trend Research
 

Recently uploaded

Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
Davion Yost
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
10h6bbc4
 
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
Higher Education Marketing
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
omywaf
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
Y
 
630065615-coca-cola-marketing-ppt (2).pptx
630065615-coca-cola-marketing-ppt (2).pptx630065615-coca-cola-marketing-ppt (2).pptx
630065615-coca-cola-marketing-ppt (2).pptx
ArickStha1
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
rawlensproductionsco
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your DoorstepCall Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
shivangiji206
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
BBPMedia1
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
gaydlc2513
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
shivangiji206
 
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfTAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
Social Samosa
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf
Metric Connect
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa
 
Facebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptxFacebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptx
sarfrazkhanm47
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
uvnuc
 

Recently uploaded (20)

Premium Graphic Design Templates | Brochures Design Templates
Premium Graphic Design Templates  | Brochures Design TemplatesPremium Graphic Design Templates  | Brochures Design Templates
Premium Graphic Design Templates | Brochures Design Templates
 
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
一比一原版澳洲悉尼大学毕业证(USYD学位证)如何办理
 
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...
 
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
 
How to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.etHow to Generate Add to Calendar Link using Cal.et
How to Generate Add to Calendar Link using Cal.et
 
630065615-coca-cola-marketing-ppt (2).pptx
630065615-coca-cola-marketing-ppt (2).pptx630065615-coca-cola-marketing-ppt (2).pptx
630065615-coca-cola-marketing-ppt (2).pptx
 
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBKBad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
Bad Bunny Merch.pptxKJDSVKBDSVKBDSVKDDSKDKJDBK
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of May 2024-EOLiSurvey (EN).pdf
 
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your DoorstepCall Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
Call Girls Lucknow | 7737669865 | Miss Neha Free Delivery 24x7 at Your Doorstep
 
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
NIMA2024 | AI en de 50% afname van je traffic. Wat nu! | Folkje Berends en Sj...
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
 
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfTAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf6 Tips For Restaurant Social Media Marketing.pdf
6 Tips For Restaurant Social Media Marketing.pdf
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 
Social Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdfSocial Samosa's #30Under30 Guidebook.pdf
Social Samosa's #30Under30 Guidebook.pdf
 
Facebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptxFacebook Marketing Strategy with SNJ Global Services.pptx
Facebook Marketing Strategy with SNJ Global Services.pptx
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
 

Pomellato Case Study for a Human Cause

  • 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
  • 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