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Macedonia: Chanel Sunglasses

Macedonia: Chanel Sunglasses. Team BFF Erin Borud , Bryan Carano , Anna Ditchev , Mitch Johnson, Josh Koski , Madison Winzeler. Positioning Statement. Chanel allows the customer to select a product that is superior to the competition and provides an exclusive luxurious feel. .

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Macedonia: Chanel Sunglasses

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  1. Macedonia: Chanel Sunglasses Team BFF Erin Borud, Bryan Carano, Anna Ditchev, Mitch Johnson, Josh Koski, Madison Winzeler

  2. Positioning Statement • Chanel allows the customer to select a product that is superior to the competition and provides an exclusive luxurious feel.

  3. Target Market • Females between the ages of 24-34 • Demographics • Urban Areas • Psychographics • Trendy • Educated • Target Population: • Approximately 27,608 Females

  4. Objectives • Increase Product Awareness • Sell 8,282 pairs of sunglasses in the first year • Decrease resistance to purchase Chanel • Distinguish Itself from the Competition in the Black Market • Possible Future Retail Store in the Capital Skopje

  5. Product • 100% UV Protection • Lead-Designer, Langerfeld’s renown designs • All Sunglasses come with • Hard Case, Lens Cloth, Certificate of Authenticity • High-Profile Celebrity Endorsements • Marilyn Monroe, Nicole Kidman, KieraKnightley • Famous double-C logo

  6. Distribution • Selective Distribution • Initial Mode of Entry: Internet • Build Macedonian-Speaking Web Design • Distribution Channel: UPS (customer paid) • Future Chanel Retail Store in Skopje

  7. Marketing Communication • Large Popularity Amongst Social Media, Especially Facebook • Blogs are also very popular • Mobile Communications: T-Mobile, One, VIP, and Frog Mobile. • Revenues grew from 35% in 2004 to 60.1% in 2009 • Households ownership of mobile telephones grew from 49% in 2004 to 80.5% in 2009 • 11 Daily Newspapers • Most Popular Circulations: Dnevnik, Ve&NA;er, UtrinskiVesnik, Vest, Nova Makedonija, Denes, SportFakti, and Flaka

  8. Price • High 300s to High 800s (dollars) Depending on the Style & Frame • Competitors (Gucci, D&G, Dior):250 to 450 (dollars • Facebook Marketing: 4,500 dollars/month • Mass Texting: 7,500-10,000 messages/month cost $550-695/month • Billboards:$700-2,500/month (in the U.S.) • Exchange Rates May Stunt Profitability

  9. Revenues & Expenses • Population approx. 50% Men 50% Women • Target: Women in Skopje and Bitola • 22.7% above average income • Potential market reduced to 27,608 • Estimate: 30% purchase product • 8,282 Pairs sold

  10. Revenues & Expenses • Projected 8,282 pairs sold in 1st year • Average Ticket Price 13,469 denar • Estimated $2,691,647 in Revenue • Net Income of Approximately $1,090,556 *US $ Thousands

  11. Evaluation Plan • Objective: Increase Product Awareness • Measurement: Media Impressions, Volume of Macedonian Web Site, Billboard Estimates, Facebook Hits & Ads, Number of Texts, Assess Sales Volume in Response to Promotions • Objective: Distinguish Ourselves from the Black Market • Measurement: Price of Black Market Knockoffs

  12. Any Questions?

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