07 11 06_chipman_v10_final
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This document summarizes a marketing plan for launching an anti-odor sock brand. It discusses conducting market research among consumers and retailers to understand habits and test concepts. A new brand "P竪des" is proposed, targeting various customer groups like athletes and businesspeople. The marketing plan suggests promotional activities at sports clubs and airlines and developing a product line with attributes like freshness and fair trade certification. In conclusion, the plan aims to manage the sock category and implement a corporate strategy for the Chipman Union brand.
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07 11 06_chipman_v10_final
- 1. Executive Master in Marketing and Advertising Chipman Union Inc.: Odor-Eaters Socks Prof.: J.P. Aerts Groupe 2: Maria Jos辿 Bueno Barriga Jennifer Dekens Fabio Faria Vincent Franck Vincent Nanni Tam Vo Nguyen Chi 06/11/2007
- 2. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 3. Introduction QUESTION IS THERE AN OPPORTUNITY TO LAUNCH A ANTI ODOR SOCK? American kills with a knife a friend who complaint about his "odor-feet". A 20 years-old American was accused of trying to kill his room-mate whom made a complaint about his feet. The crime happened in Texas, USA. According to local news, the suspect and victim shared and rented the same room in a small apartment from a couple. Source: AFP 06/11/2007
- 4. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 5. Field visits TRAFFIC TR A FF IC NO OD NO D FO FO O FO N N OD OTHERS 06/11/2007
- 6. Field visits MANAGERS shopper But are women the ONLY consumers for our socks? Keep this question in hygiene mind? CONSUMERS shopper good ideas against problem $ 10,00 euros / pair 06/11/2007
- 7. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 8. What is it all about? How to succeed in category management in the retail market when you are a challenger producing a B brand in a sector with both low innovation on product and low consumer involvement Final Customer RETAILERS FINAL CUSTOMER (B2B) ex. Carrefour (B2C) COMPETITORS CHIPMAN COMPLETORS ex. Kindy UNION ex. Shoes stores SUPPLIERS SUPPLIERS OUTSOURCING ex. raw materials ex. China 06/11/2007
- 9. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 10. Key Success Factors & SWOT 1. Cost Reduction: 1. Cost Reduction: INTERNAL Raw material: vertical integration of supplier or company consortium FACTORS Raw material: vertical integration of supplier or company consortium Labor: outsource production of basic socks Labor: outsource production of basic socks Variable overhead: limit inventory level Variable overhead: limit inventory level 2. Improving Production Process Efficiency: 2. Improving Production Process Efficiency: Machine use: limit the number of SKU produced Machine use: limit the number of SKU produced Staff allocation Staff allocation Logistics Logistics 1. Achieving Win-Win Relationship with Retailer: 1. Achieving Win-Win Relationship with Retailer: Guaranty retailer margin EXTERNAL Guaranty retailer margin FACTORS Offer products to differentiate themselves from competitors Offer products to differentiate themselves from competitors Take care of merchandising and shelf management Take care of merchandising and shelf management 2. Consumer Attitude: 2. Consumer Attitude: Get consumer involved Get consumer involved Brake the psychological barrier to buy anti-odor socks Brake the psychological barrier to buy anti-odor socks 3. Product Legitimacy: 3. Product Legitimacy: Prove effectiveness of product through trial and customer experience Prove effectiveness of product through trial and customer experience 06/11/2007
- 11. Key Success Factors & SWOT STRENGHT STRENGHT WEAKNESS WEAKNESS Brand awareness High production experience Market research Existing relation and Follower experience retailer Sales concentration over 3 retailers THREAT THREAT OPPORTUNITY OPPORTUNITY Low consumer involvement Higher consumer purchase Legitimacy after test Competitors: Burlington 束 Bioguard 損 Niche Increase sales in discount store Distribution Channel: 束 Sock Sence 損 present in food outlet, drugstore and mass merchandising 06/11/2007
- 12. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 13. Critics on GMF plan Strengths: Unconditional one-year guarantee Weaknesses The styles of the socks included in the product line Casual Crew vs. 18 in. Tube (208 vs 122) What about other styles (invisibles, technical,) The choice of packaging 3-pair pack vs. 1-pair pack The choice of a special display unit 06/11/2007
- 14. Critics on GMF plan Weaknesses The choice of the Odor-Eaters name The lack of a differentiating factor The chosen target of advertising campaigns The cost of linking up with Combe The cost of the project in general 06/11/2007
- 15. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 16. Extra Marketing Research POINT-OF CONSUMER PRODUCT COMMUNICATION SALE HABITS & USAGE HABITS & USAGE PRE-ADVERTISING PRE-ADVERTISING MARKET TRIAL MARKET TRIAL CONCEPT TEST CONCEPT TEST W/ SEGMENTATION W/ SEGMENTATION CREATIVE TEST CREATIVE TEST W/ EYE-TRACKING W/ EYE-TRACKING CONCEPT & ADVERTISING TOTAL PROJECT CONCEPT & ADVERTISING PRODUCT TEST PRODUCT TEST CREATIVE TEST CREATIVE TEST 9,140,000 EUROS 24 MONTHS PRICE PRICE POST ADVERTISING POST ADVERTISING ELASTICITY ELASTICITY TEST MUST HAVE MODEL TEST MODEL 360,000 EUROS 9 MONTHS 06/11/2007
- 17. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 18. New Marketing plan GUIDELINE to address the right customer with the right offer at the right moment through the right channel (to be tested in Belgium) CUSTOMER Sportsmen & Sportswomen RIGHT Medical reasons Business executives Development of high value niche products (e.g. ski) PRODUCT RIGHT Positive product name (e.g. Activia) Extension of product range to accessories (e.g. wash bags) 06/11/2007
- 19. New Marketing plan Brand activation Program: MOMENT RIGHT Sports time Airplane flights Kuribizu Fitness clubs (Passage Fitness) CHANNELS RIGHT Medical profession (Podiatrists) Airplane companies (Brussels Airlines) Internet (sockscription) BUILDING PROGRAM CONCEPT BRAND Creation of an umbrella brand: P竪des Flagship product: fresh sock => Toe Mint inside Sponsorship: P竪des running tour 06/11/2007
- 20. 06/11/2007 Black Business Toe Mint Inside Home Made Style Feel Fair Trade P竪des P竪des P竪des P竪des 2 pairs 2 pairs 2 pairs 2 pairs Produced by: Chipman-Union Produced by: Chipman-Union Produced by: Chipman-Union Produced by: Chipman-Union Made in U.S.A Made in U.S.A Made in U.S.A Made in U.S.A 100% cotton 100% cotton 100% cotton 100% cotton Make your feet smile today P竪des New Marketing plan
- 21. Prism identity Leader in its sector Softness Innovative Freshness Dynamic Qualitative product Social conscious Creative Intimate P竪des Non exclusive International Respect Ethic Fair trade Soft Make your Transparent feet smile today P竪des provides for men as I respect my feet, women hosiery for each I take care of them and aspects in their life: sport Im walking fair trade from amateur to professional, business and fair trade problematic 06/11/2007
- 22. Agenda Introduction Field visits What is all about ? Key Success Factors & SWOT Critics on GMF plan Extra Market Research New Marketing plan Conclusion 06/11/2007
- 23. Conclusion 06/11/2007
- 24. Conclusion Category Management of Chipman Union 06/11/2007
- 25. Conclusion Category Management of Chipman Union 06/11/2007
- 26. Conclusion Corporate plan of Chipman Union 06/11/2007
- 27. Conclusion THANK YOU FOR YOUR ATTENTION BONUS: http://www.dailymotion.com/video/x1bae0_les-tetes-a-claques-l-anniversaire_family 06/11/2007