This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.
7. PRODUCT PROFILE
Current Situation
5:95 Product Portfolio; 5% In-House Designs: 95% Imported Australian Designs
Special Size Range
Season Utility Style Age Price
Occasion (Australian)
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 12/14 25-30 HIGH END!!!
Medium
L-Spring Sportswear B-Day Formal 16/18 Large 30-35
E-Summer Daily Anniversar Special 20 X- 35-40
y Large/!X
L-Summer Street Promotions Haute Couture 22 1X/2X Plus 40-45
E-Fall Swimwear For Gifts Pre-a-Porter 22 2X 45-50
(RTW)
L-Fall Lingerie Others Mass Market 24/26 3X 50-60
Rainy/ Accessories Contemporary 60-70
Sunny
8. PRODUCT STRATEGY
The 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.
11. 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
12. 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
14. CURRENT PROMOTIONS
Awareness Activities
- Facebook / YouTube
- Website / Blog
Brand Building Activities
- Sponsorships for TV Shows
- Newspaper features
15. 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
16. RECOMMENDATIONS
MEDIA
Ads & Features in
Fashion Magazines
Fashion Events
Ads in selective OOH Media
ONLINE PROMOTION
Enhance website to promote fashion
Leverage Blog to develop credibility
Create exclusive YouTube channel
FASHION TRUCK
Personalized consumer experience
Awareness in exclusive locations
BOUTIQUE-on-WHEELS
21. Current Strategy
DRESSES
4,995
5,000
4,500
4,000
3,500
2,950
3,000 2,699
2,495
2,500 Mean:
2,000 1,799
1,999 1,950 2,486
1,399 1,395
1,500
995
Mean:
1,000
899
1,336
599
500
0
Chocolate People are Top Shop Bench Kamiseta Mango
People
22. Current Strategy
DENIMS
6,000
5,295
5,000
4,000
2,995
3,000
2,199
2,099
1,999
1,790 Mean:
2,000 1,599 1,747
1,199 1,190
999
1,099 Mean:
1,000 799 1,172
NA
0
Chocolate People are Top Shop Bench Kamiseta Mango
People
23. 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
26. CUSTOMER PROFILE
CURRENT P R O F I L I N G STRATEGY
A-B segment
20s – 30s
YOUNG MOMS
single wealthy non-working women ISSUES
- Fragmented
Market
YOUNG FAMILIES - High threat of
substitutes
married entrepreneurs with children - Low Frequency
WORKING WOMEN
single and married working women
27. PROFILE COMPARISON
CURRENT PROPOSED
DEMOGRAPHIC A-B A-B
PSYCHOGRAPHIC Functional Fashionable
SHOPPING PATTERN Occasional Habitual
BEHAVIORAL Trend aware Trend conscious & trendsetter
LIFESTYLE Home to work Outgoing
MEDIA Online, TV Magazines, Billboards, Online
29. SUMMARY
Enchance CHOCOLATE CLOTHING retail shop brand awareness & equity
KRA KPI
Establish alliances w/ local & foreign Sign-up at 3 local & 3 foreign chocolate vendors that
chocolate manufacturers. resonates with the store image
Out-of-Home main road billboards & in- 1 billboard per rain/shine season for 1 month each
mall posters to drive customer curiosity ; @100k per month. 15 seconders in movie ads in movie
magazine; social media & internet houses in mid-season events.
Enchance Customer Shopping Experience
KRA KPI
Stimulate loyal customer purchases 50% visit to 100% visits; 2x a month to once a week
Increase conversion rates of new 100% seasonal trainings of sales personnel, especially
customers personal shopper & brand ambassador
Migration from a purely Retail to a more focused Boutique business model
KRA KPI
Introduce Authentic Designs by Tilt the balance from 5:95 to 50:50 within 24 months by
Chocolate introducing fresh designs at least 2x to at most 4x /year