1. Yves Saint Laurent
Keith Baumann
Full Sail University
Entertainment Business
Author Note
This paper was prepared for Principles of Digital Marketing, a requirement in the
Entertainment Business program Full Sail University, in Winter Park, Florida.
DIGITAL MARKETING PLAN
3. PAGE 3
1. INTRODUCTION
Yves Saint Laurent is a great designer, but there are some things to improve
on that can have them generating more money. One big issue we’re going
to change is updating our clothing and making our logo stitched onto all of
our clothes in order to develop brand identity. Another adjustment we’re
going to do is add another line of Saint Laurent where it is affordable so
more people can enjoy our products.
2. EXECUTIVE SUM M ARY
This proposal gives an in-depth detail of a marketing campaigns for Saint
Laurent in order to generate more revenue and build more attention for our
brand. Yves Saint Laurent has been around for over 50 years and although
they’ve had some success, there are campaigns that can be implanted in order
to become even more successful.
The first campaign consists of creating a new line of Yves Saint Laurent. One of
the main issues with the company is that it isn’t the most affordable, which is
great for what we’re trying to do as far as keeping us exclusive, but we’re not
generating enough money to keep up with our competitors. So we’re going to
set up a new line that keeps our main brand exclusive but still allows our
consumers to enjoy our brand at a more affordable price.
KEY ISSUES
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One of the main issues Yves Saint Laurent faces is brand recognition. Yves logo
isn’t placed on any of their clothes which is another plan we plan on changing
in the future.
3. ORGANIZATION VISION, M ISSION& VALUES
M ISSION- OUR M ISSION IS TO CONSISTENTLY EXCEED OUR CONSUM ERS
EXPECTATIONS
VISION- OUR VISION IS TO BE ABLE TO DELIVER AND CATER TO M ANY
AUDIENCES OUTSIDE OF OUR M ARKET AND IN OTHER COUNTRIES
VALUES- LUXURIOUS, PROSPEROUS, CONFIDENCE, INDIVIUALITY
People Brand
Positive
Professional
Pioneering
Trustworthy
Reliable
Progressive
4. M ARKETING VISION & M ISSION
Now that you know where your organization is going, you need to set your marketing
department’s purpose. This should support your organization’s vision and mission.
M ISSION
OUR M ARKETING TEAM WILL BE VERY ACTIVE IN THE NEXT COUPLE YEARS
ESTABLISHING OUR NEW BRAND AND CREATING BRAND AWARENESS.
VISION
Our vision is to create this line through our consumers. We will be promoting our “create a
line” campaign that will give designers and consumers the opportunity to create the new
line of YSL.
5. PAGE 5
5. SITUATION ANALYSIS
Your current situation will be driven from the analysis in your audit. The following sections are
suggestions on what to include, but you only need to include the analysis which will become the
foundation of your plan. It’s important to review all of your internal and external environments to
highlight where you need to focus in order to improve your competitive situation.
EXTERNAL ENVIROM ENTAL ANALYSIS
Factor What’s Happening Impact Term Options
Moving
Forward
Social Consumers desire a
fashionable brand
for a great price
Less consumers buying
product due to the high
cost of our clothing
long Develop
another line
that’s more
affordable
Technological Innovations being
made to be able to
shop without going
to the store
Less people are going to
stores to purchase
clothes which means
less sales for us
short Offer free
shipping
Economic Competitive brands
can sell the product
for cheaper
considering they’re
less exclusive.
We’re losing consumers
due to luxury brand
being able to sell at a
cheaper price
long Match their
rates as much
as possible
Environment Trend of young
consumers buying
eco friendly.
We should consider
making an eco friendly
product.
short Develop an eco
friendly shirt
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Political Change of president Possible change of
disposable income
short Stay tuned
Legal No legal regulation
have come present
n/a n/a n/a
Ethical “Spending so much
money on a t shirt”
Less people purchasing
our clothes due to the
ethical belief to not
spend such money on
clothing.
long
You may also choose to use Porters 5 forces to outline your external environments:
FORCE WHAT’S HAPPENING? PRESSURE IMPACT
Competitive rivalry Competitors offer their brand
less expensive
medium Less sales
Bargaining power of
customers
Customers want the prices
lower
high Less exclusive
Bargaining power of
suppliers
Supplier aware of our need for
them
high Less product
Threat of new entrants Tough industry to start low Small market
Threat of substitute
products
Can’t offer same product with
our exclusive brand
low We’re exclusive
M ARKET OVERVIEW
Summarize your market – this will set your focus for the next few sections:
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E.g. we’re in a competitive, fast moving market with a number of strong competitors offering
similar products and services to us. The demand for XX is on the increase, however better
resources are expected for free….etc.
CURRENT TARGET M ARKETS
Who are your high level markets? You may choose to write a summary of each, or simply list
them here. This section will ensure that you’re clear on who you’re communicating with.
EXAMPLES for “Nike Pro”
as a brand.
Market 1: CollegiateAthletes.
Market 2: 30-45y/o. Has a gym membership. Workout frequency: 3-5x/week.
Market 1 Upper class society members who enjoy urban inspired fashion
Market 2 25-35 year old age range who enjoy high end fashion
CURRENT AUDIENCES
This is the next layer down from your markets, where you can break them down into specific
audiences.
Academics
Marketing Professionals
CUSTOM ER TOUCH POINTS
Who/what engages with your clients? Evaluate this to check for gaps and improvements.
Touch Point Department Does it meet their
expectation/need?
Competitive
Edge
Website Marketing - Could be clearer on what we
do
- Easy to find information
- Good call to action
-Promotion
Videos
Instagram Marketing Easy to follow
information about new
lines
-Strong
display of
media
content
Twitter Marketing Consistently keeping - Strong
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COM PETITION
Understanding your competition and what they’re good at will help you develop a marketing plan which will add more value than your rivals. You may
have an information system in place which holds this, or indeed you may conduct a full competitor analysis in your audit – but it’s still worth adding at
least your main competitor’s profile in here.
Who are they? Brand Marketing Mix Potential competitive advantage on us
Versace
Versace
Founded in 1978
Luxury brand specializing
in fashion, eyewear, and
perfume for men and
woman
Product- Clothing, eyewear,
perfume, shoes
Price- Less expensive than
our brand, primarily focused
on middle class and some
upper class societies.
Placement- Some social
media influence, but product
is also sold at other
distributors such as
Nordstrom, bloomingdales
etc.
Promotion- They do some
sales throughout the year,
and you can also find some
products in resale
They offer a luxury product at a lower price.
They can offer there product to many more
consumers because they’re less exclusive than us.
Can offer more sales and promotions to their
consumers
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distributors such as
marshalls, and tj maxx.
Louis
Vuitton
Have been around for over
150 years.
Luxury product that
primarily focuses on
leather for men and
woman.
Product- Offers clothing,
glasses, bags primarily
leather.
Price- Similar price points as
us.
Placement- Some social
media prescense. Can find
products in high end retailers
Promotion- Mostly fixed
prices.
Very recognizable brand.
In over 450 stores across 50 plus countries.
Have been around for over 150 years.
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INTERNAL ENVIRONM ENTAL ANALYSIS
Internal marketing is as important as external, so it’s important that you consider your internal
environments.
Element Where you are now Where you want to
be
The gaps
Strategy European / United
States
Asia Open up more
stores in Asia
Structure Strong core Strong Continue with what
we’ve been doing
Systems secured secured Nohting wrong with
systems
Style Secured secured We have great style
but can continue to
build
Staff good great Some great stuff
but lets continue to
work harder
Skills great better Can always get
better
Shared Values great better Continue to build
INTERNAL RELATIONSHIPS
Use this section to ensure the whole business is working together to deliver what you hope to
promise your audiences.
Department Emphasis Marketing Emphasis Relationship/Link
Sales -Short term sales-
Monthly targets
-Longer term markets -Product and Service
pricing. Marketing provides
Sales with leads, Sales
convert leads
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GENERAL SWOT ANALYSIS
SWOT Analysis is a great way of highlighting what you’re good at and what you need to invest
time and resources into.
Strengths
- Consistent brand
- They’ve been around for over 59 years
- They’re a subsidiary group of Kering S.A., which also owns Gucci, Balenciaga,
Alexander McQueen, among many other luxury brands.They’ve been around for
over 59 years
- They’re a subsidiary group of Kering S.A., which also owns Gucci, Balenciaga,
Alexander McQueen, among many other luxury brands.
Weaknesses
Logo not present on most of its products makes it harder to identify
New creative director of Yves Saint Laurent
Opportunities
- Expanding to Asia and other countries
- Engaging into the vintage market that is a trend coming back
- Green Initiative to promote eco-friendly products.
Threats
Counterfeit merchandise driving the value down
Catering to a luxury market with limited suppliers
Assumptions
Any non-factual information about your environmentsgo in here; these should ideally turn into
facts over time.
6. ORGANISATION& M ARKETING OBJECTIVES
SHORT TERM (1 – 3 YEARS)
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Tactic Objective Strategy
Organizational 2020-2023
(Over 3 years)
1. Promote more brand
awareness
2. Increase sales by 15%
each year.
3. Re-establish vintage
style.
1. Incorporate logo on items.
2. Develop another line of YSL
that’s more affordable to the
middle class.
Marketing 2020-2023
(Over 3 years)
1. Continue brand
awareness campaigns.
2. Increase social media
following.
3. Promote new brand line.
1. We’ve done a great job
creating promotion videos
introducing our new lines, let’s
keep that up.
2. Introduce more celebrities
showcasing our products.
3. Create new social media
pages for our new brand.
Marketing Mix Objective Strategy
Product- Yves Saint
Laurent
1. Sales increase by 15% each
year.
1. Bring back vintage close line.
Place- Store wide 1. Create promotion content
showcasing our vintage line.
1. Invite more celebrity endorsement
to introduce brand, such as jay-z,
p diddy, beyonce.
Price 1. Objective 1. Strategy 1 for objective 1
Promotion- 10% off when
spending $250 or more and
an addition 10% when
spending $500 or more.
1. Existing Customers- The
more money you spend, the
more money you save.
1. Post on our social media pages of
the store wide sale.
People- Existing and new
consumers to give them an
incentive to spend more
money.
1. Get more sales by giving
discounts on products.
1. Create a commercial with
celebrity endorsement promoting
sale.
7. STRATEGY
What is your marketing strategy going to be? How are you going to achieve your objectives? It
can be useful to take each objective and outline what you will do at a high level to achieve it
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within the term. This section can have as much detail as you need, but you can fully break your
strategy down in the tactics and actions section.
There are so many possibilities it’s worth keeping this as an open section, but here are some
pointers to get you thinking:
- Raise brand awareness
- Increase internal communication
- Develop a distribution channel
- Develop a new product
- Go global
8. TACTICS
The finer details of your strategy should go in here – this could include breaking down each
strategic line above, for example raising brand awareness through online, TV and Radio
advertising.
RESOURCES
Detailing the resources you require to deliver your plan will help you identify areas for internal or
external recruitment. You can detail each resource here and the role they will play in delivering
your plan.
Title Occupant Responsibilities
Creative Director Assistant Work closely with creative
director to launch new line.
-Planning/Strategy/Tactical
- Creative Ideas, new
perspective, assist
Marketing Manager Works in corporate office
developing marketing
strategy.
Develop marketing and
promotion ideas,
communicate ideas to social
media strategist.
Store Manager Works in store Makes sure sales goals are
being reached. Coaches
employees with new brand
and company sales.
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This is where you can really break your plan down into clear actions. If you’re experienced in
project management you may choose to create a full project plan, which could include Gantt
charts, network charts etc. – however there are other options such as the ones shown below.
BUDGET
Once you understand the tactical elements of your plan you can put together the budget you
require to deliver it.
Annual costs Annum Quarter Month
Laurent Line 1,000,000 $250,000 $83,333
Facebook Ads $10,000 $2,500 $833
Sub Total
One Off
Celebrity Endorsement. $5,000
GQ Health Magazine Cover 10,000
Sub Total
Grand Total
M ARKETING M IX
The marketing mix is a key set of tools for you to use as part of your plan – you can detail the
specific actions for each element of the marketing mix here.
Objective Strategy Actions
Product New Lauren Line
created by consumer
designer
Create the line
Placement Nationally/
internationally
Explore new channels
Price 30% less than our
normal clothing
New line new price
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Promotion Create a line Social Media Marketing
People New consumers
looking to get a luxury
product at an
affordable price
Cater to the needs of middle/ high class
Physical Evidence If sales increase due
to new line.
Follow the strategies
Processes “create a line” mixed
with heavy marketing.
Trial and error
CAM PAIGNS
Write the detail of each campaign you plan to run over the next year or so. Be very specific and I
expect to see at least one original creative idea.
Campaign Line of
business
Strategy
Create ALine New &
Current
Goals
- The Goal is to give opportunity for
consumers to design their own line that
YSL will use their next season.
Target
- Fashion influencers and designers that
will help think of creative and innovative
ideas for YSL
Key messages
- Design our next line for YSL. Whomever
creates the best design will be
manufactured and featured.
Placement
- Use Social Media such as Facebook,
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Instagram, Twitter with celebrity and
influencer outreach.
Evaluate
- Total submissions sent in for review
- Social Media Interactions
- Accomplish our goal and have a fresh
new idea for the upcoming season.
Placement Target Actions
Create Promo Video for
Website
Targeting ages 20-40 fashion
influencers, Designers, and
other consumers influenced
by our brand.
Create motivational, inspiring
promotional video to get
consumers and influencers
excited about the opportunity.
Fashionista Fashion designers and
influencers
Write a news article and
posted on popular fashion
website.
YouTube 30 second ads on popular
fashion influencers pages
Target Fashion pages
SOCIAL M EDIA
WRITE UP THE DETAILS OF YOUR SOCIAL MEDIA ACTIVITIES HERE.
Tool Target Actions
Snapchat Age 18-30
-Younger demographic
-Setup an account
-Post daily stories to remind
-Make post available for
everyone to view
Twitter - 20-40
-Individuals keeping up to
date with their favorite
celebrities.
-Set up welcome page
-Celebrity influence
(Celebrities make postings)
-Constantly update new
products with video and
imagery.
Instagram -Informal way to get
consumers and influencers
-Set up welcome page
-Create events calendar
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involved in campaign
-Targeted marketing by
location, likes and interests
-Upload promo video on story
for users to see
Existing business Friday or Thursday afternoon
for optimum open and click
through rate
Monthly
EM AIL M ARKETING
- Tone of messages and content – Friendly, hip, modern, classy
- Promotions/incentives offered – “Create a line” opportunity
- Call to actions- Submit your application to get your design featured
- Content of “From” and "Subject" lines YSL, Create a line promotion
- Length of email- 200 words, with pictures of various YSL Products
- Campaign themes- Theme of website with models wearing product
- Timing and frequency of your emails- biweekly throughout promo
These are the current suggested timings and frequency of XX’s emails.
Emails Timing Frequency
Recent news in company Send out on Monday
mornings.
Monthly
Create a line promotion Monday morning for optimum
open and click through rate
Bi- weekly
Major holiday sales Send 7-10 days prior to the
event.
Annually
OTHER ACTIVITES
9. CONTROL AND EVALUATION
It’s vital that you track and evaluate your plan, objectives and strategies. This will be particularly
important for justifying marketing budget in the future.
As always there are many ways you can do this, here is a simple table as an example:
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Evaluate Measure Tools
YouTube Analytics Youtube’s analytics YouTube
Traffic to website Page views up every
month.
Google Analytics
Increase Followers on
Instagram
Hit 4,500 likes in 2017 Use various ad tools on FB to
increase our reach and locate
new customers.
New Design for YSL Submssions received via
email for our “Create a
Line” Campaign
Email Submission Count
11. APPENDIX
Any supporting research and diagrams can go in here.
12. FIND OUT M ORE
