perf purse presentation

Perf Purse

Cierra Robinson

Carla Mordica

Jennifer Callaghan

Brooke Long

Greg Paquette

A versatile collection of timeless handbag styles to meet your needs from work to play - personalized your own way.

Product Overview and Description

Situational Analysis

Competitive Analysis

Marketing Strategies

Action Plan

Evaluative Criteria

Product Overview and Description• Digital platform

• Allows consumer to specify ideal hand bag

• Multiple-choice questionnaire

• Identifies features for the perfect hand bag

• 2 to 3 weeks Perf Purse designers produce visual

• Alert will be sent to the customer

• Send comments for modifications

• or place the order for their Perf Purse

• Initial deposit $50

Product Overview and Description• Mutually beneficial for consumer and producer

• In terms of manufacturing

• lower overhead - not unnecessarily duplicating designs

• only making purses once they have been ordered.

• High optimization popular styles

• Creates high value to consumer

• driving maximum satisfaction

• creating counter-culture around unique handbag

• Uncontested market space (Blue Ocean)

Product customization helps brands boost sales on their own websites or gain share on a retailer’s site.

Spaulding. Forbes 2014

PEST Analysis• Political/Legal

• Online business concerns; protect consumer’s privacy and personal

information

• Copyright infringements

• Minimum wages, full and part-time employees

• Mandatory federal/State laws (i.e. Affordable Healthcare Act,

etc.)

• Economy

• Consumer confidence increases as economy improves – can

decrease with little warning

• Cheaper resources (i.e. fuel, shipping, materials, etc.)

• Increase in wages/salaries

PEST Analysis – cont.• Social – Cultural Trends

• Women's accessories are universal

• Staying relevant and up with pop-cultural a huge challenge

• Must keep product fashionable and popular

• Technological

• Brand awareness in all digital spaces

• Advertise in traditional media where competitors and their

consumers reside

• WOM critical – social media driven consumer engagement

• Ecological

• Eco-friendly product made with eco-friendly resources

• Avoid animal and human rights issues often found within the apparel

industry


Value Proposition Innovation, elegance,

style

Superior quality,

classical

Cutting edge,

contemporary

Audience Intellectual and creative

fashionistas

Modern, urban,

fashion-aware people

Smart, authentic

individuals

Range of Authority Various material goods Various high end

material goods (Python,

crocodile)

Leather goods

Relationship Self expression, superior

taste

Confident, stylish Achievement, career

success, heritage

Financial Situation

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Quarter 1 Quarter 2 Quarter 3 Quarter 4

Year 1 Financial Situation

Revenue Expense

• Increase profit by $5,000+ each quarter

Budget ProposalMedium Cost

Materials & Supplies $100,000.00

Website

(Wix.com)

$300.00

($25/month)

Mobile Application

(Como.com)

$576.00

($48/month)

Social Media Ads

(Facebook, Twitter, Pintrest, Instagram)

$11,160.00

($930/month)

Print ads

Printshaq.com (20,000 flyers)

$500.00

Email list

Campaigner.com (25,000 contacts)

$150.00

Mailchimp.com (2,600 subscribers) $420.00

($35.00/month)

Total $113,106.00

*All figures are based on actual amounts from the distributor

Product • The customer wants a unique designable purse that is

both functional and meets their aesthetic needs

• Primary incentive = CUSTOMIZABLE

• The customer will use this purse on many different

occasions, from day to day computes to work or a night

out on the town

• This purse is differentiated between the competitors

options because of the step-by-step design process the

customer will go through

Price

• Range from $75.00 to $300.00

• Depend upon the size of the bag, the style, the

texture chosen, etc.

• Compared to competitors, price range is lower

• Same value in terms of quality

Place• Operational online only

• Website:

• Informative

• Options offered

• Images of purses that were previously distributed

• Testimonials

• Other digital media will all link back to website for

ordering

Promotion • Primary promotion will be online

• Some other promotions consist of awareness in

magazines

• Vogue, Teen Vogue, and Cosmopolitan

• Seasonally based

• February – Valentines Day

• December – Christmas

• FREE SHIPPING

People

• Core to a company’s success

• Allowing the creativity to fall into the hands of the

customers

• Perf Purse makes the tools available for the customers to do just this

• Working hand-in-hand with the customer as there partner

creates a trusting relationship

Action Plan (Production) • Offer a fairly-priced product

• Comparable to high-end brands

• Maintaining the customer experience

• at the core of every effort

• Best manage practices

• intend maximum efficiency

• during the manufacturing process.

• Products made by appropriately skilled personnel upon order

Action Plan (Marketing)

• Social media/Print ads/Mobile App Ads

• Impressions and specials served to general public

• E-mails collected

• when customers make account to generate first purse

• Data pull maintained throughout the duration of the

intended promotional period leading up to, and

following the launch.

Evaluative Criteria

As a new company this will:

• Allow us to gain customer insight

• Track customer satisfaction

Evaluation methods:

• Surveys

• Focus groups

Evaluative Criteria (cont.)

Type of measurementAttitude component

Example questions

1. Overall Emotional“Overall, how satisfied are you with

your PerfPurse experience?”

2. LoyaltyAffective

“Would you recommend “PerfPurse” to your family and

friends?”

3. Attribute Cognitive “How satisfied are you with the

style and appearance of your PerfPurse product?”

4. Repurchase Intent Behavioral “Do you intend to use the

PerfPurse service within the next 90 days”?”

Summary

Product Overview and Description




Action Plan

Evaluative Criteria

THANK YOU!

perf purse presentation

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