This document analyzes the market potential for a new product called a Skirt Weight. It conducts a SWOT analysis and identifies target markets as working women and college/high school girls. Market segments, positioning, costs, pricing, and marketing strategy are evaluated. Projected sales of 1.73 million units could generate $147 million in revenue and $67.1 million in profits if 50% of willing consumers purchase the product at a $60 price point.

1. Skirt Weights
Keep your skirt from flying up!

2. The Company

3. SWOT Analysis for Swarovski
The company created a situational
SWOT analysis of the external and
internal factors

4. Culture
Demographics
Social Issues
Technological advances
Economic Situation
Regulatory Environment
MACRO-ENVIRONMENTAL
FACTORS

5. 


Shared meanings, beliefs, and values
American Women known to buy elaborate
accessories
Professional product

6. 
Gender oriented demographic

Generational Cohorts
◦ Generation X and Y

7. 

Social trends effect how the Skirt Weight is
perceived by consumers
Time Poor Society
◦ QVC Advertising

Going Green
◦ Post consumer metals

8. 
Existing information from past purchases

Social Media Platforms

Advancement in mining machinery

9. 
Currencies are valued higher than U.S. Dollar
◦ International company
◦ Able for other countries to buy our product

More consumers are being conscious of the
money they spend
◦ Poses problems for luxury goods

10. 
Political
◦ Warning labels
◦ Poses choking hazard for kids

Ethical
◦ Not a misleading product
◦ Works as advertised

11. Target Market
Segmentation
Targeting
Positioning
IDENTIFYING AND
EVALUATING OPPORTUNITIES USING
STP

12. 
Women
◦ Willing and Able

13. 
Two segments
◦ Working Women (48 Million)
◦ College and High School Girls (20 Million)

Different design set for each market
◦ Professional design
◦ Team colors with a flare

14. 
Accessorize and match jewelry

Wear around office
◦ Professional and not distracting

15. 
Tailgates

Long walks

Shopping trips

16. 
High School and College Girls
◦ Team colored weights
◦ Jewelry matching

Working Woman
◦ Professional advertisements
◦ Work on maintaining “functional accessory” image

17. Product
Price
Promotion
Place
MARKETING MIX

18. 
Will be made from quality sterling silver
material and the beautiful topaz gem
Swarovski is famous for
◦ Differentiated designs for each of the target
segments will be developed

Multi-functional piece
◦ Holds skirt down
◦ Fashionable

19. Fixed Cost
Rent
Gemstone Cutting Machine
Utility Expense
$15,000
$100,000
$30,000
Adminstrative Salary
$500,000
Total Fixed Cost
$645,000
Fixed Cost
Fixed Cost
(Per month)
$15,000
$100,000
$30,000
Rent
Gemstone Cutting
Machine
$500,000
Utility Expense
Adminstrative Salary

20. Variable Cost (per pack)
Topaz Gems
$15.80
Silver Plating
$11.30
Skirt Weight Clip
$0.21
Labor
$5.00
Total Variable Cost
$32.31
Variable Cost
Variable Cost
(per pack)
$0.21
$5.00
$15.80
$11.30
Topaz Gems
Silver Plating
Skirt Weight Clip
Labor

21. 



$60 dollars per pack
1 clips and three
weights/pack
$60 - $32.31= $27.69
B2C selling

22.  Home
and Garden Television
80% of homes receive HGTV
 Food
Network
65% of Food Network’s Audience is women
86% of Households receive Food Network

23. 



Buy directly from store
Easily accessible
Trendy clothes and jewelry
Women aged 35 and older

24. 
Multiple outlets in different malls
◦ Positioning in the store is vital to inspire interest
and want
◦ In-store advertising
◦ Sales Representative
 Use Personal Selling

25. 
In-store Advertising and Personal Selling
◦ Employees will be well informed on product
◦ Advertising using posters and sign throughout the
store and windows

26. 
Celebrity endorsements will create value
◦ Recruitment of hardworking women to wear skirt
weights at significant events

Red Carpet opportunities provide personal
exposure
◦ The Academy Awards is the biggest annual, nonfootball viewed event in U.S. television

27. Target Market
Profitability
Willing and Able Consumers
PROJECTED SALES

28. 40%
30%
60%
Projected Sales Chart
Market Segments ability and
willingness to purchase a Skirt
Weight.

29. 
Luxury product value
◦ If only 50% of women who are willing and able buy
the product it equates to 1.73 million women for
one segment
◦ The price set at $60.00 would equate a revenue of
$147 million
◦ Subtracting costs, the profit would be $67.1 million

30. 
$2 Million start up cost
◦
◦
◦
◦
◦
$1 Million Advertising
$250,000 Research and Development
$500,000 Mining Cost
$200,000 Swarovski building fee
$50,000 Initial Machinery fee

31. 



Skirt Weight keeps skirts down!
Easy to pin on the dress
High School/College and Working Women
Profitability