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Caso di business plan 2010

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Business plan creato nel 2010 per il lancio nel mercato internazioanle di un prodotto calzaturiero usando campagne online e nei social media.
La presentazione non incllude slide sul prodotto per assicurare riservatezza cliente

Published in: Business
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Caso di business plan 2010

  1. 1. Presentazione introduttiva al <br />piano marketing generale<br />Definizione macro strategie<br />Marketing Plan<br />
  2. 2. Posizionamento<br />MYS<br />Havaianas ha una quota di mercato di circa 1.2%1.3%, il gruppo no-marca comprende circa il 60% del mercato e tutte le restanti si spartiscono il restante 37%..<br />
  3. 3. Valorizzare Prodotto<br />Da Fare<br />Valorizzare il prodotto con il marketing<br />Rendere il prodotto difficilmente copiabile fondendolo con le strategie di posizionamento<br />Rendere il prodotto idoneo al pubblico di massa. <br />Creare un prodotto “social”, che fa dei social network internet un elemento chiave, di distinzione e di esclusività del prodotto. <br />Il marketing diventa l’elemento chiave del prodotto. <br />
  4. 4. Strategia Marketing<br />CONSUMATORE<br />Distribuzione<br />Personalizzatore<br />(Prodotto Finito)<br />PRODOTTO<br />BASE<br />
  5. 5. Obiettivi<br />Lanciare una nuova moda che si adatta ai gusti di ogni persona in ogni momento<br />Dare sfogo alla creatività di ogni persona offrendo l’opportunità di essere stilista occasionale<br />Incentivare la relazione e interazione per mezzo dei social network<br />Offrire l’opportunità di guadagnare e crearsi una redditività alternativa<br />
  6. 6. Mercati<br />Clienti consumatori donne dai 15 ai 50 anni di ogni parte del mondo (core 20/30 anni)<br />Freelancer della moda con idee nel cassetto e voglia di far conoscere la propria creatività guadagnando<br />Piccoli imprenditori alla ricerca di un’idea di attività locale o di attrazione clienti per negozi esistenti (franchising)<br />
  7. 7. Prodotti Base (Kits)<br />CONSUMERS<br />DESIGNERS<br />DISTRIBUTORS<br />Prodotto finito SEMPLICE<br />Prodotto finito SPECIALE<br />Accessori di personalizzazione<br />Accesso a community online (social Riservato)<br />Concorsi<br />Giochi<br /><ul><li>Kit Designer composto da prodotti e servizi di affiliazione
  8. 8. Accesso a speciale extranet di servizio dedicata ai designers
  9. 9. Servizi di affiliazione composti da servizi di kit vendita, servizi marketing e amministrativi, e prodotti (stock iniziale)
  10. 10. Accesso a speciale extranet di servizio e lavoro dedicata ai distributori</li></li></ul><li>Prodotti per fascia “C” - Distributors<br />Corner Franchising – Organizza un angolo del tuo negozio per la vendita dei prodotti finiti.<br />Shopping Center– Acquista un nostro chiosco per la vendita di prodotti finiti da collocare in uno Shopping Center<br />Shop & Community – Apri un negozio dedicato a tutti i nostri prodotti in kit e finiti, diventa un punto nevralgico nella tua città per la nostra community e vendi tutti i nostri prodotti/servizi.<br />
  11. 11. Comunicazione Online<br />Web <br />Marketing<br />Social<br />Media<br />WEBSITE<br />Istituzionale<br />Brand/ProductImage<br />SMS<br />interaction<br />WAPSITE<br />ProductCatalog<br />Acquista<br />Ora<br />Diventa<br />Stilista<br />Apri<br />Negozio<br />mCommerce<br />(B2C)<br />eCommerce<br />(B2C)<br />eCommerce<br />(B2B)<br />eCommerce<br />(B2B)<br />
  12. 12. Comunicazione offline<br />Brand advertising<br />Campagne stampa su riviste moda, quotidiani, radio, portali, etc..<br />ProductPlacement<br />Relazioni Pubbliche<br />Eventi e Feste<br />tematiche, productplacement, co-marketing brand trainanti<br />PV opinion<br />Affiliazione speciale di punti vendita strategici.<br />Co-Marketing<br />brand trainanti<br />
  13. 13. Azienda 2.0 (internet company)<br />Società basata su sistema relazionale aperto (social network), ove ogni persona interna/esterna può contribuire allo sviluppo<br />Internet: Centro nevralgico e organizzativo della Newco<br />Sistema distributivo e relazionale interamente online e automatizzato<br />Riduzione al minimo dei costi (basato su tecnologie Open Source)<br />Servizi e informazioni centralizzate e accessibili da tutto il mondo tramite internet<br />Centralizzazione della conoscenza e gestione risorse<br />
  14. 14. WarehousingServices<br />Servizi logistici intelligenti per eCommerce<br />Processo operativo<br />Produciamo merce (es. china) <br />Mandiamo in deposito presso Warehouser<br />Il cliente ordina prodotto in ecommerce<br />Il wharehouser imballa e spedisce il pacco al cliente alle spese di spedizione nazionali<br />Vantaggi<br />Controllo elettronico magazzino<br />Collegamento interamente automatico con sistema di eCommerce<br />No costi di depositi ed eliminazione passaggi distributivi<br />
  15. 15. Sedi e Uffici Virtuali<br />In un accordo solo:<br />Uffici e recapiti in tutti i paesi del mondo in cui distribuire i prodotti<br />Servizi di business center in tutto il mondo<br />Aziende virtuali nazionali<br />Vendite locali (no importazione)<br />Fatturazione servizi e prodotti eCommerce<br />Controllo centralizzato a distanza<br />
  16. 16. Organizzazione<br />MANAGEMENT<br />OPERATORS<br />OUTSOURCERS<br />
  17. 17. Timeto Market<br />Sistemi/Organizzazione<br />Distributors<br />System<br />Mercati<br />Internazionalizzazione<br />Generale<br />Designers<br />System<br />Sud America<br />Sud Asia<br />Sud Africa<br />eCommerce<br />B2C<br />Europa<br />USA<br />Giappone<br />Brasile<br />China/India<br />Italia<br />Start-up<br />Regime<br />successo<br />
  18. 18. Millestones<br />Clienti/Vendite<br />Campagne Internazionali<br />Affiliaz. <br />Distributors<br />Affiliaz. <br />Designers<br />Start-up<br />eCommerce B2C<br />Costituz.<br />Installazione<br />Produzione<br />2010 2011 2012<br />
  19. 19. Definizione obiettivi e <br />attività programmate <br />per start-up<br />Start-Up<br />
  20. 20. Fasi Start-Up 2010<br /><ul><li>Costituzione societaria
  21. 21. Localizzazione uffici
  22. 22. Definizione marketing Plan
  23. 23. Definizione Business Plan
  24. 24. BRAND Identity
  25. 25. Folders, etc
  26. 26. WebSite
  27. 27. Inst. WebServer
  28. 28. Definizione ERP
  29. 29. Definizione finale PRODOTTO
  30. 30. PackagingKit’s
  31. 31. Comunicazione di prodotto
  32. 32. Fiere di settore
  33. 33. Partners strategici
  34. 34. Configurazione commerciale
  35. 35. eCommerce Site’s
  36. 36. LandingsPages
  37. 37. Brand Communication
  38. 38. Adv, stampa
  39. 39. Internet Brand adv
  40. 40. Eventi
  41. 41. Productplacement
  42. 42. Pubbliche relazioni
  43. 43. Social Media
  44. 44. Sviluppo community
  45. 45. CopyRighting
  46. 46. Start Selling
  47. 47. eCommerce B2C kit’s
  48. 48. Partners Shop (investimento in corner)
  49. 49. DesignersAffiliations
  50. 50. SBU Start-up
  51. 51. Site e eCommerce
  52. 52. DistributorAffiliations
  53. 53. SBU Start-up
  54. 54. Site e eCommerce
  55. 55. WareOusingStart-up
  56. 56. MarketCompanyStart-up
  57. 57. Internationalselling
  58. 58. Localizzazioni commerciali (country manager)
  59. 59. Campagne nazionali</li></li></ul><li>NEWCO Gantt<br />Inizio produzione 15/20 aprile 2010<br />
  60. 60. Fiere feb/mar 2010<br />MICAM (Milano)<br />02-05 Marzo 2010<br />GLOBAL SHOES (Düsseldorf)<br />12-14 Marzo 2010<br />Footwear Expo (China)<br />26-28 Marzo 2010<br />Fashion access (China)<br />29-31 Marzo 2010<br />Importanti per valutare con chiarezza i mercati ove inserire i prodotti MYS, ricercare e concordare pre-accordi con potenziali distributori nazionali e internazionali e online.<br />
  61. 61. Sintesi preliminare<br />Previsioni economiche<br />Mercato ITALIA<br />Business Plan<br />
  62. 62. Ibrida: Distribuzione tradizionale + Online (eCommerce)<br />PV Opinions<br />Inclusione Distributori in catena distributiva<br />Online: Distribuzione internet<br />PV Opinions<br />Alto investimento eAdvertising (Performance)<br />Due Ipotesi strategiche<br />IPOTESI 1<br />IPOTESI 2<br />
  63. 63. Gestione Investimenti <br />Regime<br />Start-Up<br />
  64. 64. Punti forti<br />Diffusione Brand molto forte<br />Garanzia vendite periodo<br />Punti Debolezza<br />Costi distributivi alti<br />Tempi ristretti per sviluppo sistema distributivo 2010<br />Rischio insoluti <br />Punti Forza e Debolezza<br />IPOTESI 1<br />IPOTESI 2<br />Punti forti<br />Rapporto diretto produzione/consumatore<br />Tempi distributivi relativamente corti<br />Costi eAdv su performance (SemiVariabili)<br />Punti Debolezza<br />Incertezza cultura acquisti online mercato Italia<br />Costi Spedizione alti<br />
  65. 65. Business plan (Ipotesi 1)<br />
  66. 66. Business plan (Ipotesi 2)<br />
  67. 67. Alcune statistiche <br />Web Marketing<br />Allegati<br />
  68. 68. Keyword Italia<br />
  69. 69. Keyword International<br />

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