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Presentation - International Marketing Plan

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M
Marco Cucco

In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.

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International Marketing Plan Andrés Ballester García Jaakko Pakonen Juuso Hyvärinen Marco Cucco Vicente Pérez Sánchez
Index 1. The Company 2. The Internalization 3. The Promotion 4. The Financial viability
1. The Company Gentle Monster is a Korean label operating as a luxury eyewear brand. We present an artistic design and an elegant and contemporary style.
Our mission and vision The company mission is to present an unique philosophy and a new perspective, the vision is establish a “weird beauty” ideal through “high-end experimentation”.
Our target The target is a consumer with the desire for something completely different, in particular interested in fashion, looking for design, innovation and originality. It’s a customer that wants to dress something new and almost strange, with excitement and creativity.
Swot Analysis Strengths - Worldwide acknowledged as unique brand - Good economic performance and incomes Weakness - Odd style, not suitable for everyone - High price Opportunities - Selling to the millennials target - Take advantage of social network and web influencer to expand the share of market Threats - Being unappreciated in traditional and “conservative” nation - Keeping out older and less fashionable people
2. The Internalization
The new market, Italy • Capitalist economy with high GDP per capita and developed infrastructure • Sixth export market in the EU • World’s leading exporter of luxury goods • The glasses market in Europe is growing of 7%, around €17 billions last year and Italy is the best country, with an increase of 4.1%
A fashion culture • One of the leading countries in fashion design • One of the most important fashion markets • Not only sells, more about image and positioning
Global market Gentle Monster is a click-and-mortar company. As well as the e-commerce there are also some flagship stores in USA, South Korea, China and Asia and 450 wholesale partners all around the world
The distribution Going to Italy, the aim of the company is to attract new customers and open new store also in Europe. In particular in Milan, Venice and Florence, city-symbols of fashion and luxury.
Competitors There are lots of Italian competitors established in the market, but we are confident to introduce our brand highlighting our disruptive identity
Our objectives The main goal persecuted by the company is to spread the Gentle Monsters image, values and philosophy in the Italian markets, by: • Attracting new potential customers. • Increase the brand awareness. • Generate around €5 millions of sales.
Swot Analysis of the market Strengths - Favorable political and economic factors, as well as the cultural force of fashion in the country Weakness - It is a mass market with many competitors Opportunities - High probability of rapid acceptance - Big and important events where promote the brand Threats - Setting a new distribution point - Being unaccepted by the new market
Define and segment the target Starting with the segment, our target is people that are interested in fashion, follow trends, appreciate fancy and strange glasses and are willing to spend a great amount of money.
User personas Our target is used to spend lot of money in clothes and accessories of the best luxury brand, but they are not “evangelist” or “ambassador”. They like to change brand and following the latest trends. So, we can affirm that our target is favourably inclined to try something different, especially if it is fancy and baroque.
Mario Mario, 48 years old, from Milan, lives in the center of the city, works in a well-known business company, with a salary of €3000 - 3500/month.
With a wife, no child, a quite expensive luxury car. After work he likes going for happy hour in the city center. Sometimes go for shopping with his wife in the luxury shops in the “fashion streets”.
Sara Sara, 23 years old, studying at Bocconi University (private), she is not working yet but his parents pay her house rent and give her a monthly pocket money of almost €2000.
She doesn’t have a car but use metro and taxi. She likes fashion and really care about her outfits and every accessories, such as bags, sunglasses, necklaces. She loves going drinking near Navigli, the most famous and frequented area from students.
3. The promotion
Offline strategy
Billboards Talking about the exterior advertisement, we want to put billboards in the city center, near the most crowded places and also in the metro, especially in the biggest stations. The advertisement should be simple but effective
Fashion events Considering the fact that we are going to promote our sunglasses in the richest and famous city of Italy, we should also participate to the fashion events that every years take place there. Without doubts, this is the perfect occasion to promote our product. Indeed, we will have the opportunity not only to show our glasses, but also to give them for free to some model or vip.
Milan Fashion Week In Milan are organized the “Fashion Weeks”, one in February and another one in September. During these weeks, all the city is full of models and stylist and they go all around the center showing their new collections.
Pitti Immagine Firenze The same thing happens in Florence, in January and May, during the “Pitti Immagine”.
The most important European fair trade dedicated to eyewear, with more than 55.000 people attending, 1200 exhibitors and 130 new brands
Pop-up stores A pop-up shop allows to communicate our brand’s promise to the customers through the use of a unique and engaging physical environment. This makes the shopping experience very enticing for consumers and it is one of the best ways to engage the customers offline.
In addition to this, pop-up shop can help the customers to become more comfortable and familiar with our products. Giving our potential customers a live demo or walking them through our product is a great way to get some early adopters. It represents the best solution to try on before purchasing.
Online strategy
Presentation - International Marketing Plan
Presentation - International Marketing Plan
Influencers
The reach
The localization
Presentation - International Marketing Plan
4. The Financial viability
Marketing costs ~ 1 000 000 € Facebook ads: 50 000 € Instagram ads: 50 000 € Pinterest ads: 50 000 € Google adwords: 100 000 € Influencer: 100 000 € Videoediting: 200 000 € Photoshoots: 200 000 € Tradeshows: 50 000 € PR events: 200 000 €
Operating, general and administrative expenses Rent 56 000 € / month Salaries of the employees 1 200 € /month (40 200 € / month) Credit card commission 2,5 % of the sales Agency costs 9 000 € / year Office supplies First month 10 000 €, after that 500 € / month Business insurance 5 000 € / month
Online and shop sales & taxes • The corporate tax rate in Italy is 22% • We are going to pay approximately 900 000 € taxes in the first year
Any question?

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Presentation - International Marketing Plan

  • 1. International Marketing Plan Andrés Ballester García Jaakko Pakonen Juuso Hyvärinen Marco Cucco Vicente Pérez Sánchez
  • 2. Index 1. The Company 2. The Internalization 3. The Promotion 4. The Financial viability
  • 3. 1. The Company Gentle Monster is a Korean label operating as a luxury eyewear brand. We present an artistic design and an elegant and contemporary style.
  • 4. Our mission and vision The company mission is to present an unique philosophy and a new perspective, the vision is establish a “weird beauty” ideal through “high-end experimentation”.
  • 5. Our target The target is a consumer with the desire for something completely different, in particular interested in fashion, looking for design, innovation and originality. It’s a customer that wants to dress something new and almost strange, with excitement and creativity.
  • 6. Swot Analysis Strengths - Worldwide acknowledged as unique brand - Good economic performance and incomes Weakness - Odd style, not suitable for everyone - High price Opportunities - Selling to the millennials target - Take advantage of social network and web influencer to expand the share of market Threats - Being unappreciated in traditional and “conservative” nation - Keeping out older and less fashionable people
  • 8. The new market, Italy • Capitalist economy with high GDP per capita and developed infrastructure • Sixth export market in the EU • World’s leading exporter of luxury goods • The glasses market in Europe is growing of 7%, around €17 billions last year and Italy is the best country, with an increase of 4.1%
  • 9. A fashion culture • One of the leading countries in fashion design • One of the most important fashion markets • Not only sells, more about image and positioning
  • 10. Global market Gentle Monster is a click-and-mortar company. As well as the e-commerce there are also some flagship stores in USA, South Korea, China and Asia and 450 wholesale partners all around the world
  • 11. The distribution Going to Italy, the aim of the company is to attract new customers and open new store also in Europe. In particular in Milan, Venice and Florence, city-symbols of fashion and luxury.
  • 12. Competitors There are lots of Italian competitors established in the market, but we are confident to introduce our brand highlighting our disruptive identity
  • 13. Our objectives The main goal persecuted by the company is to spread the Gentle Monsters image, values and philosophy in the Italian markets, by: • Attracting new potential customers. • Increase the brand awareness. • Generate around €5 millions of sales.
  • 14. Swot Analysis of the market Strengths - Favorable political and economic factors, as well as the cultural force of fashion in the country Weakness - It is a mass market with many competitors Opportunities - High probability of rapid acceptance - Big and important events where promote the brand Threats - Setting a new distribution point - Being unaccepted by the new market
  • 15. Define and segment the target Starting with the segment, our target is people that are interested in fashion, follow trends, appreciate fancy and strange glasses and are willing to spend a great amount of money.
  • 16. User personas Our target is used to spend lot of money in clothes and accessories of the best luxury brand, but they are not “evangelist” or “ambassador”. They like to change brand and following the latest trends. So, we can affirm that our target is favourably inclined to try something different, especially if it is fancy and baroque.
  • 17. Mario Mario, 48 years old, from Milan, lives in the center of the city, works in a well-known business company, with a salary of €3000 - 3500/month.
  • 18. With a wife, no child, a quite expensive luxury car. After work he likes going for happy hour in the city center. Sometimes go for shopping with his wife in the luxury shops in the “fashion streets”.
  • 19. Sara Sara, 23 years old, studying at Bocconi University (private), she is not working yet but his parents pay her house rent and give her a monthly pocket money of almost €2000.
  • 20. She doesn’t have a car but use metro and taxi. She likes fashion and really care about her outfits and every accessories, such as bags, sunglasses, necklaces. She loves going drinking near Navigli, the most famous and frequented area from students.
  • 23. Billboards Talking about the exterior advertisement, we want to put billboards in the city center, near the most crowded places and also in the metro, especially in the biggest stations. The advertisement should be simple but effective
  • 24. Fashion events Considering the fact that we are going to promote our sunglasses in the richest and famous city of Italy, we should also participate to the fashion events that every years take place there. Without doubts, this is the perfect occasion to promote our product. Indeed, we will have the opportunity not only to show our glasses, but also to give them for free to some model or vip.
  • 25. Milan Fashion Week In Milan are organized the “Fashion Weeks”, one in February and another one in September. During these weeks, all the city is full of models and stylist and they go all around the center showing their new collections.
  • 26. Pitti Immagine Firenze The same thing happens in Florence, in January and May, during the “Pitti Immagine”.
  • 27. The most important European fair trade dedicated to eyewear, with more than 55.000 people attending, 1200 exhibitors and 130 new brands
  • 28. Pop-up stores A pop-up shop allows to communicate our brand’s promise to the customers through the use of a unique and engaging physical environment. This makes the shopping experience very enticing for consumers and it is one of the best ways to engage the customers offline.
  • 29. In addition to this, pop-up shop can help the customers to become more comfortable and familiar with our products. Giving our potential customers a live demo or walking them through our product is a great way to get some early adopters. It represents the best solution to try on before purchasing.
  • 38. Marketing costs ~ 1 000 000 € Facebook ads: 50 000 € Instagram ads: 50 000 € Pinterest ads: 50 000 € Google adwords: 100 000 € Influencer: 100 000 € Videoediting: 200 000 € Photoshoots: 200 000 € Tradeshows: 50 000 € PR events: 200 000 €
  • 39. Operating, general and administrative expenses Rent 56 000 € / month Salaries of the employees 1 200 € /month (40 200 € / month) Credit card commission 2,5 % of the sales Agency costs 9 000 € / year Office supplies First month 10 000 €, after that 500 € / month Business insurance 5 000 € / month
  • 40. Online and shop sales & taxes • The corporate tax rate in Italy is 22% • We are going to pay approximately 900 000 € taxes in the first year