whole project presentation - trial

2. It’s time to embellish your world.

4. Situation

5. Market analysis: The Tomorrow People: The Career-less Professionals Male and female No specification of gender Regulars at computer stores High users of computers and the internet Read magazines such as MAC Addict, MAC World, MAC User, PC Review , etc  “ Upgrades technology but not clothes” Need practicality, enjoy minimalism  “ Greatest luxury is space” Short on time  “ Constantly on the move” Lifestyle is a priority  “ work… finance lifestyle” Adventurous, technologically aware and adapt themselves easily to environments  “ Ideally, on a mountain top with a lap top” Highly cultivated, international, open-minded and adapt easily  “ Where : Wherever the job takes them” Salary: high  “ work six months then take six months off” Career: business entrepreneurs Salary: medium to high  “ master of own salary” Educated, reading qualities and up-to-date with the news and trends  “ Part of the knowledge elite” Age: 25 – 30 Young adults  “ Late twenties” Analysis From Tomorrow People

6. Market Segmentation Study: Shopping habits and interests Offer innovative, up-to-date with technology products and innovative ways to shop (The Inflatable Store) Search for innovation It provides them 24 hour access to the brand Offer an online alternative to purchase products Travel a lot Customers may not have time to visit store on a regular basis Create customer database and inform customers of new arrivals in store (via e-mail or SMS/MMS according to customer approval) Constantly be in a hurry Consumer more likely to surf the internet than visit shops Create a fast and user0friendly website (providing online purchase of all items available in retail store) Constantly be in a hurry It is the competitors USP Offer exclusivity and quality Buy their fashionable items at Helmut Lang, Susan Ciancolo, YMC, Drooghi, Mandarina Duck, etc The Laughing Buddha can easily make its brand known Wholesale to the key computer stores Frequently visit computer hardware and software stores, seeking for new and up-to-date products Because… So The Laughing Buddha should… They are likely to…

9. Competitors: Competing brands and descriptions Fashionable bags, accessories, home furnishings Similar Asian heritage concept Lifestyle brand G.O.D (Goods Of Desire) Examples: Wearable sleeping bag, human floating hamster ball, etc Similar products and concepts Online pureplayers ptoviding all types of innovative gadgets Gadget online pureplayers Bags, suitcases and accessories Similar concept and product concept Fashionable bag retailing brand Mandarina Duck Inflatable bags Similar product concept Inflatable bag manufacturer Modern Plastic Manufacturing Co Ltd Portable solar packs Similar product concept Pioneer and camping brand Modern Outpost ‘ Moon Boots’ Similar product design Fashionable, luxury (ski) brands Moon Boots, Dior and Chanel Microwavable socks Product Medical supplier Bruce Medical.com Similar concept Similar concept Similar concept Similar concept Similar concept Why a competitor? Fashion, gadgets, home accessories Funky and quirky high street fashion retailer Urban Outfitters From technology to fashion – all items can be found at value prices Substantial market share holder in the technology retail industry ARGOS Latest technology and accessories Substantial market share holder in the technology retail industry PC World Software, hardware, computers, MP3, mobile phones and accessories. Only/mainly compatible with Mac computers. The ultimate leader of the innovative computer industry MAC Store Latest software, hardware, computers, TV, speakers, etc and accessories Creative, up-to-date with technology Selfridges (lower ground floor) Products Description Competitor

10. Brand Process Development

11. Demand and Supply: Marketing Customer Wants/Needs Company The Laughing Buddha Practical items, easy to travel with Products with a personality Exclusive products Quality products Innovative products Personalised products Easily accessible Inflatable items, designed for travel Products with a high design quality Exclusive products Practical products (solar plated) Quality from Japan Innovative product features and designs Choice of designs to choose from Available online and in major cities of the world.

12. Proposition: An Appropriate Marketing mix Product features : All products will offer one or more special features (inflatable, rechargeable, microwaveable, etc). Asian simplicity in fabrics, European designs: an eclectic mix of Asian and Western culture. A perfect melting pot of different worlds, all captured in the design of one product. The Laughing Buddha will deliver only the most practical and fashionable products for people who appreciate technology and consider it a world of its own. Pricing Strategy : The pricing will take into account the R&D time and labor put into each product. The pricing will also reflect the quality of all products and hence be categorized as medium to high. Distribution Channel : Worldwide delivery available to all online customers, from Hong Kong. All stores will also be supplied from this starting point (Hong Kong will be home to the head office, due to lower taxes, lower office rent and close proximity to Japan, the main production country).

13. The Laughing Buddha: Corporate Identity: logo

16. Stock organisation: The supply chain Wholesale and retail Head Office Hong Kong European Office London Communicate Main Factory Japan Secondary Factory Korea Tertiary Factory Taiwan Sends orders to International Storage facilities Hong Kong Flagship 1 Hong Konga Retail 2 London Retail 3 Inflatable store Wholesale Wholesale Wholesale Wholesale Delivers to Retails to Retails to Customers Retails to (through website) Also provide raw materials to

18. ARGOS PC World The Laughing Buddha Mandarina Duck Mac Store Less expensive Expensive Fun Practical Fashionable and practical Positioning statement: Perception map: value positioning Gadgets online pureplayers Modern Plastic Manufacturing Co Ltd MOON Boots, Dior, Chanel Urban Outfitters Modern Outpost G.O.D

19. Product range: Laptop totes Portable battery charger (for laptops and mobile phones) Footwear Accessories/complementary goods (giant cards, plugs, microwavable socks and pumps) Space today has become a luxury we all strive to afford: companies such as mattress companies have come up with a solution for us to save space with guest mattresses: instead of having to keep a spare one, inflate one in the comfort of your own home. H owever, there is a lack of products that concentrate on both designs and high-tech. Offering innovative designs to consumers (retail) alongside Apple and Sony (wholesale) is therefore one of The Laughing Buddha’s retail objectives. Operating an innovative, exclusive brand is also an aim of The Laughing Buddha. Products will therefore rarely be on sale due to the small production amount. Marketing related promotions will be allowed on accessories only (giving out the giant card deck at each purchase, for example, as direct promotion to the public). An even pricing strategy will also be applied to all products.

20. The Air Bag is a fully functional, fully sized, weightless laptop tote that is sold in a box no bigger than a carton of milk. When inflated, the Air Bag can be used everyday and offers: - extra protection for laptops (from double layered, thick ‘air mattress’ or inflated bag lining) - easy storage - practicality (from belt strap and optional cork-screw karabiner hooks) The Laughing Buddha will provide different options for the customer to personalise the bag (such as shape, fabric of cover, types of hooks and straps) if required. Production cost allowance: £ 15.00 Aimed mark up minimum: 830% Suggested retail price: £ 125.00 Product organisation: Primary line: The Air Bag

21. Primary line: The Air Bag: examples of different designs Source: www.squidoo.com/ laptop bag

22. Product organisation: Secondary line: The POWER SUPPLIER Solar power is one of the most efficient and environmentally friendly ways to produce energy. In the Power Supplier, the Laughing Buddha has created a durable range of attractive bags that can charge electronic equipment on the move. The range comes with a variety of suitable adaptors and cables. Production cost allowance: £ 65.00 Aimed mark up minimum: 350% Suggested retail price: £ 225.00

23. Secondary line: The Power Supplier

24. Secondary line: The Power Supplier

25. Product organisation: Tertiary line: The GEFUNKEN Boots are generally space consuming, when it comes to packing them for a holiday. However, with The Laughing Buddha’s new inflatable and fashionable boots, everyone will be able to shrink a boot into into a thick sole, and pack it easily into luggage of any size, saving space and allowing you not to compromise the rest of your packing. They are also fully waterproof and great to take to the slopes. Production cost allowance: £15.00 Aimed mark up minimum: 830% Suggested retail price: £125.00 deflate

26. There exist many odd gadgets in this world that are very practical. The Laughing Buddha Extra Line will provide a range of fashionable goods, for both humans and machines. Microwaveable socks Suggested retail price: £15.00 Product organisation: Extra line: Accessories/complementary goods

27. Product overview: Gefunken The Air Bag The Power Supplier Refundable 28 days after purchase in re-sellable state. Exchange for different style/product of same value available if product shows no sign of usage. 1 year guarantee available on company terms. Company terms: Repairs provided by The Laughing Buddha if the breakage is due to malfunction or production fault of product. Refundable 28 days after purchase in re-sellable state. Exchange for different style/product of same value available if product is returned in a re-sellable state. 1 year guarantee available on company terms. Company terms: Electronics are repairable and provided by The Laughing Buddha if the breakage is due to malfunction or production fault of product. Refundable 28 days after purchase in re-sellable state. Exchange for different style/product of same value available if product is returned in a re-sellable state. 1 year guarantee available on company terms. Company terms: Repairs provided by the brand if the breakage is due to malfunction or production fault of product. Company guarantee High High High Usage allowance Pro-grip sole Great for posture Easy storage Waterproof Warm Re-chargeable battery Waterproof Light Environmentally friendly energy on the move Easy storage Fashionable Light Extra protection for computers Benefits Thick, fashionable boots Solar plates on bag Waterproof fabrics Inflatable bag Features To inflate: Inflate bag manually or with pump. To deflate: Unplug button and add pressure to sides of boots (by squeezing manually) To charge bag: Put in direct sunlight To charge electronics: Use provided adapter and plug, attach electronic and allow to charge. To Inflate: Inflate bag manually or with pump. To deflate: Unplug button and add pressure to sides of bag (by squeezing bag or sitting on it) Usage description Exterior: Thick layered boots available in different colours/styles Interior: Water-proof lining and coloured fabric Accessories: Laces Exterior: Available in two styles: Laptop tote Backpack (hiking shape) The bag will have a protective see-through, water-proof exterior lining to protect solar plates Interior: Water-proof lining and coloured fabric Accessories: A total of 3 electronic adapters and plugs ( See page XXXXX for choice ) Exterior: General laptop tote (shape) available in different fabrics/styles. Interior: Fabric lining to protect inflatable plastic Product description The only inflatable boots available in the market Water-proof Extra grip The only bag that will charge all types of electronics Environmentally friendly energy The first inflatable laptop tote in the world Unique Selling Point Korea Japan Japan Origin

30. An Augmented product: Core product and practicality benefits Quality Design Exclusivity Store and product packaging Corporate image Service and in-store experience Return Policy Location of retail outlets Guerilla advertising: The Inflatable Store

31. Communication

32. Where will it be sold? Retail strategy: Online and Offline Objectives: Reaching the customer In order to reach customers successfully, The Laughing Buddha will operate two independent retail outlets: one in London, Notting Hill. The other, in Hong Kong, Central. These two areas, although very far apart, target The Laughing Buddha market and are in high-footfall locations with adequate transport systems. These areas also attract locals as well as tourtists, allowing The Laughing Buddha to attract more customers by generating Word-of-Mouth in order to expand its market. Furthermore, this will allow The Laughing Buddha to self-advertise its website: www.laughingbuddha.com . These retail points aim at portraying the innovative, original personality of the brand and to communicate the corporate identity successfully by differentiating the brand from all competitors. In order to attract customers into the store, The Laughing Buddha will plan an immaculate store layout as well as a captivating window display. The website will also be carefully designed and rigorously updated and reviewed.

33. Store organisation: Display methods In-store product presentation Mixed retail display method: - Frontal pegging for interior display (for the Air Bag Laptop Totes and Power Supplier) - Stacking of accessories and Gefunken boots - Eye level is Buy level: everything to be at eye level except decoration - Homogenous density of products (low if possible) - EPOS checkout system - Where possible, in-store furniture will be inflatable, in keeping with The Laughing Buddha products (retail and wholesale furniture will be provided).

34. Buddha fountain In-store design Inspiration image for interior decoration: The ‘Buddha Fountain’ From www.yahoo.com Inspiration:Mandarina Duck www.mandarinaduck.com/company.pdf

35. Store organisation: Display methods Exterior presentation: the window display Ideally, The Laughing Buddha retail store will be on a ground floor for easier access. The window display will therefore be closed back as to provide a greater experience inside the store. The display will also play a crucial role when it comes to attracting customers into the store for further enquiry of the product.

36. Store organisation: Display methods Exterior presentation: the window display The window display should provide a spiritual feeling. The aim is to make the customer feel like he/she is walking into a sanctuary . In order to create this mood, only natural products and fabrics must be used in the display. Think Indiana Jones temples with a touch of Apple Macs.

37. Store organisation: Display methods Brand Expressive Retail Strategy The Laughing Buddha will express its corporate identity through not only an elaborate window display, but also through: Furniture: Neon whites and colours and white carpet floor Decoration: fountain Catalogue: giant card deck

38. Internet store organisation: Display methods Expressing the corporate identity The Laughing Buddha’s objective is to expand internationally through its online shopping alternative. This method will allow people from around the world to purchase Laughing Buddha products. To raise awareness of the website, stores will self-advertise and an advertising campaign will be launched, internationally (see following slides).

39. Internet store organisation: Display methods Online store mockup www.laughingbuddha.com* * The website has been verified and is currently available for purchase

40. Staffing and organisation: The Laughing Buddha Family An international relationship In order to create a perfect and flawless retail atmosphere, a team of experienced and motivated staff is required. This is why The Laughing Buddha’s objective is to hire the best staff on the market. The brand’s aim is to create a long-lasting team, (hence keeping staff happy is a must) and to start an international ‘family’. Hires will be made with a long-term perspective in mind. The staff will also be allocated more freedom than any other company. The Laughing Buddha’s mission statement also applies to the staff. Our aim is for them to Laugh like we want our customers to Laugh.

42. Retail staff: Expressing the brand Uniforms The Laughing Buddha prides itself on being a quirky, innovative brand: the staff will therefore portray this personality through their attitudes (being themselves but professionally) and their uniforms. Two pairs of pants will be provided to each staff (and will change every season) as well as four tops. The pants are displayed on the right (women on top, men beneath - from www.kanabeach.com ).

43. Brand Communication: The Inflatable store Guerilla Advertising Campaign As The Laughing Buddha is a new brand and will target a niche market, the advertising campaign should be as original as the products, inflatable like the products and environmentally friendly like the products. The Inflatable Store will be a guerilla advertising campaign that will travel around the world, attract new customers, receive editorial coverage and clearly express The Laughing Buddha’s corporate identity.

44. Advertising: The Inflatable store Inflatable store mockups Theme 1: walk into Buddha Belly Theme 2: walk into Laughing mouth OR

47. Advertising: The Inflatable store Where will it inflate? Central Park, New York

48. Advertising: The Inflatable store Where will it inflate? Geneva Munich Los Angeles * All areas chosen have been previously used for concerts or outdoor events. They offer space and are all placed in areas of high market footfall as well as tourists. Miami Washington DC, Washington, USA Central Park, New York, USA* Harajuku Station, Tokyo* Bangkok Victoria Park, Causeway Bay, Hong Kong* Kuala Lumpur Singapore Moscow St Petersburg Dubai Madrid Champs de Mars, Eiffel Tower, Paris* Amsterdam Hyde Park, London*

51. Generating profits

52. The Laughing Buddha will generate profits because: Of the originality and features of products Of it’s original communications plan And of the attention to detail, satisfying our market’s needs.