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  1. 1. EFMM6003 Part One: Illustrated Marketing Report ROHMA MALIK 1201048
  2. 2. MONKI CONTENTS: 5 . . . 1. THE PROPOSAL 13 . . . 2. THE MARKETING MIX 23 . . . 2.2 PRODUCT 33 . . . 2.3 PRICE 45 . . . 2.4 PLACE 49 . . . 2.5 POSITION 55 . . . 2.6 PROMOTION 63 . . . 2.7 PERSUASSION 65 . . . 3. LAUNCH MARKETING BUSINESS PLAN 73 . . . 4. SWOT ANALYSIS 76 . . . 5. CONCLUSION 77 . . . 6. BIBLIOGRAPHY 2
  3. 3. EXECUTIVE SUMMARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The EFMM6003 Part One: Illustrated Marketing Report takes an in depth look at the possibility of the Swedish brand Monki launching a menswear line to grow their market share and establish themselves within the menswear market. The report covers an overview of the proposal, a detailed marketing mix and a glance at the launch marketing business plan. The research quotes is both primary and secondary.
  4. 4. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The menswear market has rapidly grown over the last few years. By 2013 the UK menswear market was worth a total of 12.9bn [2]. On a global scale, the menswear market is worth $423.2bn [22]. It is further estimated that by 2018, the menswear market is to grow by 27% [3]. From these figures it is clearly illustrated that the menswear market is strong and growing. This is perfect for Monki to launch into the menswear market with the introduction of MONKI MAN. Both primary and secondary research shows that men are becoming more fashion conscious and are struggling to express themselves through their clothing. This gives Monki an advantage over the current key players within the market. MONKI MAN is to stand by the brand motto of individual expression. They will do this through the garments being fun and quirky (giving them an upper hand). This will also reflect well on the brand image as it is very playful. The current key players are River Island, Cheap Monday, TopMan and Weekday. These key players are not as quirky and playful as Monki. In terms of the macro environment, it is evident that fashion and technology are mixing [23]. The menswear market has grown by 18% in the past five years [22] and men are becoming more fashion conscious. There is a social change towards male vanity [4]. Male consumers are also predicted spend more on clothing than women [13]. Today it is far more acceptable for men to take pride in their image. Marketing strategies are changing and social media is becoming a popular method as it is cheaper and connects with the consumer more effectively. This is perfect for Monki as the brand has a well-known social media presence.
  5. 5. 1. THE PROPOSAL 6 . . . 1.1 COMPANY OVERVIEW 9 . . . 1.2 OUTLINE OF NEW PRODUCT 10 . . . 1.3 UNIQUE SELLING POINT 11 . . . 1.4 ANSOFF MATRIX 5
  6. 6. 1.1 COMPANY OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The truly strange and wonderful tale of Monkis birth. It all began on a very ordinary day. Three friends got together to do some Dreaming. And Thinking. And Doing. But what they dreamed up... was a different world. [1] IKMOOIMOO KIMOMO OKI MOLUNA KYOMOCKI A world of eclectic fashion, made for you with a store and a story like no other: a place that would be all about expressing yourself. Living life your way. A place where fashion would be fun and thered be music and parties and laughter. [1] THE MONKI CHARACTERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
  7. 7. 7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A BRIEF INTRODUCTION We have seen her return from a long flight with a faraway look in her eyes. She whispers to you about nights with no end, and stars like diamonds spread out against the sky. [1] Moluna 55% Dreams , 30% Helium , 15% Lunalium Oki 15% Analysium , 20% Socialium , 65% Proto-positivium Yes! Yes, yes and yes again. We have never seen Oki anything but blissfully happy with whatever happens. Even the rain. Even mean people. Even the impossible. Sometimes we wonder if shes ever been angry (and had to say sorry afterwards)? [1] One that weve seen, out of the corner of our eyes, stopping suddenly to stare into space As if he could see things that live on other planets, in other seas. Hums the soft songs of the deep. [1] Imoo 10% Gothium , 20% Wool , 20% Socialium , 50% Emotionium Kimono 10% Helium , 20% Silk , 20% Metamorphorsium , 50% Desirium This one seems to ask: Are you even alive if youre not in love? With someone or something or with everything. And so weve seen her fall for a trinket, a pretty pebble, a falling leaf or just a hint of some gorgeous colour. [1]
  8. 8. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ikmo 15% Iron , 15% Plutonium , 15% 81.87%MORE LIKELY TO PUR CHASE DUE TO THE VM OF A STORE [6] SOCIAL MEDIA IS THE GREATEST REVOLUTION [5] > MENSWEAR SHOPPING THROUGH SOCIAL MEDIA [12] AVAILABLE TO PURCHASE ON MONKI.COM 53.33% LIKELY TO BUY DUE TO SOCIAL MEDIA PROMOTION [6] 83.87% EXPRESS THROUGH CLOTHING [6] #TEAMMONKIMEMBERS RECIEVE PROMOTIONS FREE DELIVERY WITH PURCHASES OVER 80 FROM RESEARCH IT IS EVIDANT THAT SOCIAL MEDIA IS IMPORTANT TO BOTH CONSUMER AND BRAND CREATIVE VM ATTRACTS THE CONSUMERS AND MOTIVATES PURCHASES TO BE MADE MONKI MAN IS THE PERFECT LINE TO CATER THE NEEDS
  9. 65. 65 3. LAUNCH MARKETING BUSINESS PLAN 66 . . . 3.1 ESTIMATED RETAIL SALES 68 . . . 3.2 LAUNCH MARKETING COSTS 69 . . . 3.3 CAPITAL INVESTMENT REQUIRED 70 . . . 3.4 PROJECTED PROFIT/LOSS
  10. 66. 3.1 ESTIMATED RETAIL SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  11. 67. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  12. 68. 3.2 LAUNCH MARKETING COSTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  13. 69. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.3 CAPITAL INVESTMENT REQUIRED 69 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  14. 70. 3.4 PROJECTED PROFIT/LOSS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  15. 71. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  16. 72. 72
  17. 73. 4. SWOT ANALYSIS 73
  18. 74. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  19. 75. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  20. 76. 76 CONCLUSION FOR FULL REPORT CONTACT ROHMA MALIK ON rohmamalik@ hotmail.com
  21. 77. 77 BIBLIOGRAPHY 78 . . . REPORTS/ARTICLES 80 . . . IMAGES 91 . . . RANGE PLAN

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