Oral presentation for "Contempory issues in Marketing"
MA Marketing - Dublin Business School
Creation and launch of a new handbag brand in the UK and Irish market
Complete business plan
2. 1. Handbags description
2. Market analysis : the UK and Irish market
3. Segmentation, Target and Positioning
4. Marketing projections
5. Marketing mix strategy
Ethical strategy
Value-oriented approach
Brick and click strategy
Media, digital and non media strategy
6. Conclusion and recommendations
9. Strengths Weaknesses
-Innovative product
-Patented system
-Favorable access to distribution
channels
-Good COO effects (France)
-Good quality of the leather
-Ethical
-Fragility handbags due to the LED
system
-Low brand recognition
11. Value and price-consciousness
Technology developments Particular features
Role of the Internet
37% population purchase online
Ethics trends
Handbag market trends
12. • Luxury brands
• Department store
• Clothing retailers
• Specialist in accessories
• Lot of independent designers
Lot of competitors
14. According to the PESTLE Analysis
• In Europe, the handbags market is expected to increase by 2015
• Non-food retail sector : increase of 15% within 5 years
• The luxury sector is expected to grow over 50% by 2015
15. Opportunities Threats
-Internet, Smartphones and e-commerce
continue to growth up
-Technology and innovation are in the
trends
-Ethic market
-Non-food retail and luxury sector are not
affected by crisis
-Large segment market
-Strong competition with lot of big
competitors
-Established competitive brands
-Substitutes products at low cost
-Short Product Life Cycle
28. Digital strategy
To promote handbags, give
information about the collection and
answer questions
Advertising on our website
Advertising on blogs, websites and forum
Search engine marketing: Google Adwords…