EMMA COOPER MARKETING PLAN PRESENTATION BRAND: SAINT LAURENT PARIS

Over View of the presentation Key Topics to discuss: 1. Conclusions from the audit 2. Marketing Objectives 3. Saint Laurent Strategy - Market research - The 4 p’s in depth 4. Consumer analysis and segmentation as a result of the strategy 5. A look at competition and the positioning of Saint Laurent in relevance to the new marketing strategy 6. Distribution methods and stock allocation in detail 7. Marketing programmes and timelines 8. The overall financial forecast and financial details 9. Implementation and Control

Audit Conclusions - Marketing Change is evident - Inconsistant

- Confusion with the consumer base

- Marketing activites, including promotion, haven’t been emphasised enough - Marketing Opportunities have arisen - Weak digital presence

Objectives

1. To improve the brands digital presence within the social network society. This will be benefited from the employment of 3 new digital experts within the business, who’s job will be to improve the integration of multichannel digital platforms via the development of social media intermediaries and other digital beneficials. The aim will be to generate a 50% increase in the interest of Saint Laurent on social intermediaries over the course of 1 year.

2. To increase the market share of Saint Laurent by 10% in the luxury market within the year. Achieved by developing and enhancing the ‘retro-branding’ strategy to help strengthen the re-branded image, and thus build upon the brands presence in the luxury sector.

3. To push growth and further the brand’s expansion into emerging markets (China) and current international markets (Europe, America, Asia, Africa, Middle East and Japan. The aim is to encourage and increase the brand’s improved sales and growth figures obtained from the previous year on to the next year.

4. To increase the overall financial performance by 50% within the year. This will see an achievement of 60% increase in revenue, 70% increase in recurring operating income and a 75% increase in overall growth up from the previous year. 5. The optimum objective will seek to further the building and maintaining of relationships with the recently targeted younger consumer, which will derive from the implementation of the brands marketing strategies. This will be revised at the end of the year to ensure all objectives have been accomplished.

The Strategy

Which Laurent are you?

Market Development via the introduction of a ‘differentiated’ new product line extension

Segmentation & Targeting

Current demographic segmentation:

New target market demographic segmentation:

Both target market Psychographic segmentation

Segmentation & Targeting

Why a bag?

The Augmented Product model for fashion retailers (Jackson and Shaw, 2009, p90).

ACTUAL BENEFIT

You are able to follow orders and return seamlessly.

Acceptance of various payment methods to suit customers from across the globe, creating consumer convenience. E.g. VISA, MasterCard, American Express, Maestro OR via PayPal or cash on delivery.

3 year warranty if wear and tear were to take place.

“WHICH LAURENT ARE YOU?”

AUGMENTED BENEFIT

Multiple Colours: Green, Fuschia Pink, Blush, Cobalt Blue, Sky Blue, Orange, Brown, Beige Black, Red, Bordeaux & Yellow High quality

100% calf-skin Leather

CORE BENEFIT Made in Italy

Edgy and Grunge Embossed Saint Laurent signature

Durable

Cool Chick

Longevity

Suede Lining

Price

Compression strap with tabs

Spacious inside

Consumer choice via customisation

Removable leather encased padlock (this can also be initialised)

Both male and female bags include handles and a longer strap

Rock and Roll Male

Practical

Multi usage for all occasions

Choice of embossed initials also

Customer’s will be able to order their bags in-store and have bags delivered to that same store, in order to provide convenience and shopping ease.

The Product

Removable shoulder strap

Saint Laurent offer advice and take care of queries via a 24/7 continuous Twitter feed.

FORECASTED SS/15 BAG

In store, the customer experience will be met with staff quality and knowledge.

Brass feet

Interior pocket and key ring with padlock keys affixed (these can be removed)

The Augmented Product Model analyses the core, actual and augmented benefits the Saint Laurent bag will bring for consumers.

Available online, instore and via m-commerce, also integrated via social media websites Facebook and Twitter, therefore consumers can follow links to purchase.

Consumers are able to return products within 7 working days if they are unhappy with the item.

Beck

Jake Bugg

Ty Sega Ariel Pink

Kim Gordon

Sky Ferreira

Marilyn Manson Courtney Love Daft Punk

Planning Range

Type

Attributes

Dimensions Material

Description

Female

Male

Green, Fushia Pink, Blush, Royal Blue, Sky Blue, Orange, Ebony, Beige, Black, Red, Bordeaux and Yellow

Green, Sky Blue, Royal Blue, Orange, Ebony, Beige, Black, Red and Bordeaux

Bowling Bag (similar to a Tote)

32.0 X 25.0 X 16.5 CM

100% Calf Leather, Suede interior, brass feet The Laurent bag includes an outside TUBULAR handle with a further longer, detachable strap.

The Weekender

42.0 X 25.0 X 18 CM

100% Calf Leather, suede interior, brass feet The Laurent bag includes an outside TUBULAR handle with a further longer, detachable strap.

Further Details

Female

Removable signature padlock on the exterior body (this can be initialised, interior pocket and key ring with padlock keys affixed (these can be removed)

Make it your own: The customer is able to personalise personalise their Laurent bag... thus initials can be embodied on the front of the bag or on the interior material pocket. To coincide with the musical representation of Saint Laurent, each consumer is able to distinguish their favoured genre of music via the implementation of song lyrics/music icon faces from the campaign onto the interior lining of their bag, hence the “Which Laurent are you?” This will help emphasise consumer appeal and the musically led image.

Male

Removable signature padlock on the exterior body (this can be initialised, interior pocket and key ring with padlock keys affixed (these can be removed)

The customer is able to personalise their Laurent bag... thus initials can be embodied on the front of the bag or on the interior material pocket. To coincide with the musical representation of Saint Laurent, each consumer is able to distinguish their favoured genre of music via the implementation of song lyrics/music icon faces from the campaign onto the interior lining of their bag, hence the “Which Laurent are you?” This will help emphasise consumer appeal and the musically led image.

Place Stock Distribution:

All international countries will however be able to access the Laurent bag, via e-commerce by making orders online, stock levels will however be limited -this is to encourage customers to go in store.

thus a seamless distribution of stock is key

- high number of units to stores where its high performing regions are allocated e.g.

Distribution method will also be assisted via the use of social media platforms. - HTML links on Twitter, Facebook and even Instagram

Europe (25 stores) Asia (27) Japan (13 stores) North America (15 stores) - reduced number of units distributed Africa and the Middle East (8 stores) - strategically assessed in terms of the brands financial relevance in these countries -revenue produced in 2012/13 from each of the performing countries.

Accessible on an international level to help reach the international objective of pushed growth.

There are a total of 88 independent Saint Laurent stores across the globe:

Number of stores operated globally Both Female and Male collections 64 Female collections only 13 Male collections only 7 Female accessories only 2 Male and Female accessories 2 Type of Store

Europe (25 stores) North America (15 stores) Asia (40 stores) Africa & the Middle East (8 stores)

Table of stock allocation here: Type of Store and Location of store

Male and Female collections in Europe, North America and Asia (60 stores)

Number of units allocated

6,720 units across 60 stores

Male and Female stores in Africa and the Middle East (4 stores)

224 units across 4 stores

Sole Male stores and solo Female collection stores in Europe, North America and Asia (16 stores, 9 are female only and 7 are male only)

1,344 units across 16 stores

Calculation of monthly revenue for the Laurent bag (retailing at: £420) 6,720 X 420 = £2.8 million

224 X 420 = £94,080

1,344 X 420 = £564,480

Sole Female collection stores in 224 units across 4 stores Africa and the Middle East (4 stores)

224 X 420 = £94,080

Solo Male and Female accessory ONLY stores (4 stores, 2 are Male and Female accessories and 2 are Female accessories only)

560 units across 4 stores

560 X 420 = £235,200

TOTAL:

Total Units= 9,072 units needed monthly to stock 88 different stores

Breakdown of how did Saint Laurent came to allocating relevant units to various stores in different regions?

Across the 3 most successful regions, a total of 4 bags are predicted to be sold daily in each store where Male and Female collections are sold (a total of 60 across the 3 regions). Daily: 60 X 4 = 240 Weekly: 240 X 7 = 1,680 Monthly: 1,680 X 4 = 6,270

Due to reduced revenue coming from these regions, a prediction of 2 bags is to be sold daily across the 4 stores. Daily: 4 X 2 = 8 Weekly: 8 X 7 = 56 Monthly: 56 X 4 = 224

Stores who are exclusive to one particular gender won’t receive as much stock compared to Male and Female joined stores, thus a target of 3 bags is to be sold daily in these stores. Daily: 16 X 3 = 48 Weekly: 48 X 7 = 336 Monthly: 13,44 X 4 = 1,344

Due to reduced revenue coming from these regions, a prediction of 2 bags is to be sold daily across the 4 stores. Daily: 4 X 2 = 8 Weekly: 8 X 7 = 56 Monthly: 56 X 4 = 224

Considering these types of stores are exclusive to accessories only, handbags and bags are going to be top sellers, thus a prediction of 5 is to be sold daily. Daily: 4 X 5 = 20 Weekly: 20 X 7 = 140 Monthly: 140 X 4 = 560

Total Revenue made monthly across 88 ANNUALLY: stores = £3.8 million £3.8 X 12 = £45.6 million in revenue in the first year of bags going on sale.

20 £420 £420 £420

£

£420 £420 £420

0 £420 £420 £420 £420 £420 £420 £420 £420 £4

£660 £660 £660 £660 £660 £660

0 £420 £420 £420 £420 £420 £420 £420 £420 £

£420 £42

60 £660 £660 £660 £660 £660 £660 £660 £660 £660 £660 £660

60 £1,560 £1,560 £1,560 £1,560 £1,560 £1,560

420 £420 £420 £420 £420 £420 £420 £

£420 £420 £420 £420 £420 £420 £420 £420 £42

£1,560 £1,560 £1,560 £1,560 £1,560 £1,560 £1,

560 £1,560 £1,560 £1,560 £1,560 £1,560 £1,560 £1

,560 £1,560 £1,560 £1,560 £1,560 £1,560 £1,5

>

£ £

Entry Level

420 £420 £420 £420