Marketing Strategy

Learning Team – 1A- Darshak S J

- Dianne Sison

- Madhuranath R

- Tanmoy Dey

- Vincent Bermejo

MA

RK

ETING

STR

ATEG

Y FO

RC

HO

CO

LATE

Positioning

Issues & Recommendation

Analysis for Marketing Mix

Product Strategy

Placement Strategy

Promotion Strategy

Pricing Strategy

Customer Profile Analysis

Summary of Recommendations

SITUATION ANALYSIS

PO

SIT

ION

ING BRAND

PERSONALITY- Couture

- International

IMAGE- Stylish

- Non-exclusive

Loca

lIn

tern

atio

nal

Mass Niche

LowH

ighP

RIC

E

BR

AN

D

MARKET

STR

ATEG

IC R

ECO

MM

END

ATIO

NS

I S S U EMismatch in Brand Projection & Perception

R E C O M M E N D A T I O N S Enhance Brand Awareness & Brand Equity

Enhance Consumer Experience

Improve Brand Positioning

T A R G E T P O S I T I O N I N G

B O U T I Q U E C H A I N

Target Niche Markets

International Mix

High pricing

PRODUCT STRATEGY

PRODUCT PROFILECurrent Situation

5:95 Product Portfolio; 5% In-House Designs: 95% Imported Australian Designs

Season UtilitySpecial

OccasionStyle

Size Range(Australian)

Age Price

E-Winter Party Wedding For Home 6 - X-Small 14-18 Budget

L-Winter Corporate Funeral Casual 8/10 Small 18-25 Better-To-Budget

E-Spring Outerwear Christening S-Formal 12/14Medium

25-30 HIGH END!!!

L-Spring Sportswear B-Day Formal 16/18 Large 30-35

E-Summer Daily Anniversary

Special 20 X-Large/!X

35-40

L-Summer Street Promotions Haute Couture 22 1X/2X Plus 40-45

E-Fall Swimwear For Gifts Pre-a-Porter (RTW)

22 2X 45-50

L-Fall Lingerie Others Mass Market 24/26 3X 50-60

Rainy/ Sunny

Accessories Contemporary 60-70

PRODUCT STRATEGYThe Retail Shopping Experience

• Enhance the fashion literacy of the sales personnel, not only

focusing on courtesy but product knowledge

A personal shopper for established clientele; A brand Ambassador must be

established to showcase Chocolate

Create a comprehensive database of customers not only focusing on contact

details & demographics, but include purchase history for style, season, vital

stats, & utility.

• Extend customer service through alterations, if required for free

for a minimum purchase requirement; since most are made in Australia that

cater to mid to plus size customers eliminating mid to petite sizes

• A chocolate for every customer program w/ strategic alliances w/

chocolate vendors, capitalizing on the choco name. In addition to the anti-

depressive state of chocolate stimulants.

PLACEMENT STRATEGY

LOCATIONS

Shop-in-Shop @ Rustan’s

Makati

Alabang

Shangri-La Plaza

Robinsons Place Ermita

Standalone Stores

Trinoma Mall, Quezon

Cebu

Davao

ISSUES

Single aisle outlet – alongside non-boutique designer labels

‘Truckie’ does not complement boutique perception – mass

stationed at public locations

Co-existence of shop-in-shop & standalone stores – positioning

dilution

In store ambience & layout not conducive to expected customer

experience

Website placement channel – ineffective virtual store

RECOMMENDATIONS Widen aisle space to:

Accommodate more brands

Design boutique positioning in a shop-in-shop model

Focus more on standalone boutiques for brand positioning

‘Truckie’ to be strategically placed at target residence or public

hubs

Develop store layout and ambience in line with brand theme

Chocolate to

create value-driven customer experience

Develop virtual store – updated catalogs, customized & trial

options to customers to create a virtual shopping experience

PROMOTION STRATEGY

CURRENT PROMOTIONS

Awareness Activities- Facebook / YouTube

- Website / Blog

Brand Building Activities- Sponsorships for TV Shows

- Newspaper features

ANALYSIS

ISSUE ANALYSIS

Expected Brand Projection & Promotion are not aligned

Value Proposition of the Brand is not being conveyed

Brand Positioning is not clear for the customer

ALTERNATIVES ANALYSIS

Provide a clear brand message

Utilize appropriate channels

Possess right product mix

RECOMMENDATIONS

M E D I A Ads & Features in

Fashion Magazines

Fashion Events

Ads in selective OOH Media

O N L I N E P R O M O T I O N Enhance website to promote fashion

Leverage Blog to develop credibility

Create exclusive YouTube channel

F A S H I O N T R U C K Personalized consumer experience

Awareness in exclusive locationsBOUTIQUE-on-WHEELS

CURRENT WEBSITE

PRICING STRATEGY

STRATEGIES IN PRICING

Cost Based pricing

Competitor based pricing

Value based pricing

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Chocolate People arePeople

Top Shop Bench Kamiseta Mango

995

1,399 1,395

899

599

1,950

4,995

1,799

2,495

1,999

2,699

2,950

DRESSES

Mean:

2,486

Mean:

1,336

Current Strategy

0

1,000

2,000

3,000

4,000

5,000

6,000

Chocolate People arePeople

Top Shop Bench Kamiseta Mango

2,995

1,599

1,199

799

1,099 1,190

5,295

1,9992,099

999

2,199

1,790

DENIMS

NA

Mean:

1,747

Mean:

1,172

Current Strategy

PRICING RECOMMENDATIONS

Promote CHOCOLATE as boutique store

Use a combination of Value Based & Competitors Based Pricing

Change competitors now to boutique stores –

Tango, M)phosis, Bayo, Plains and Prints

Maintain the same price

Differentiation & customer experience will justify the high price

PRICING STRATEGY MAP

Designs

High

Retail

Low

Boutique

Tango

T&M

CUSTOMER

CU

STO

ME

R P

RO

FIL

E

I S S U E S

- Fragmented

Market

- High threat of

substitutes

- Low Frequency

CURRENT P R O F I L I N G STRATEGY

A-B segment

20s – 30s

YOUNG MOMS

single wealthy non-working women

YOUNG FAMILIES

married entrepreneurs with children

WORKING WOMEN

single and married working women

PROFILE COMPARISON

CURRENT A-B

Functional

Occasional

Trend aware

Home to work

Online, TV

PROPOSED A-B

Fashionable

Habitual

Trend conscious & trendsetter

Outgoing

Magazines, Billboards, Online

DEMOGRAPHIC

PSYCHOGRAPHIC

SHOPPING PATTERN

BEHAVIORAL

LIFESTYLE

MEDIA

STRATEGY SNAPSHOT

SUMMARY

Enchance CHOCOLATE CLOTHING retail shop brand awareness & equity

K R A K P I

Establish alliances w/ local & foreign chocolate manufacturers.

Sign-up at 3 local & 3 foreign chocolate vendors that resonates with the store image

Out-of-Home main road billboards & in-mall posters to drive customer curiosity ; magazine; social media & internet

1 billboard per rain/shine season for 1 month each @100k per month. 15 seconders in movie ads in movie houses in mid-season events.

Enchance Customer Shopping Experience

Migration from a purely Retail to a more focused Boutique business model

KRA KPI

Introduce Authentic Designs by Chocolate

Tilt the balance from 5:95 to 50:50 within 24 months by

introducing fresh designs at least 2x to at most 4x /year

K R A K P I

Stimulate loyal customer purchases 50% visit to 100% visits; 2x a month to once a week

Increase conversion rates of new customers

100% seasonal trainings of sales personnel, especially personal shopper & brand ambassador

THANK YOU