1 / 12

Macedonia: Chanel Sunglasses

Macedonia: Chanel Sunglasses. Team BFF Erin Borud , Bryan Carano , Anna Ditchev , Mitch Johnson, Josh Koski , Madison Winzeler. Positioning Statement. Chanel allows the customer to select a product that is superior to the competition and provides an exclusive luxurious feel. .

ganya
Download Presentation

Macedonia: Chanel Sunglasses

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Macedonia: Chanel Sunglasses Team BFF Erin Borud, Bryan Carano, Anna Ditchev, Mitch Johnson, Josh Koski, Madison Winzeler

  2. Positioning Statement • Chanel allows the customer to select a product that is superior to the competition and provides an exclusive luxurious feel.

  3. Target Market • Females between the ages of 24-34 • Demographics • Urban Areas • Psychographics • Trendy • Educated • Target Population: • Approximately 27,608 Females

  4. Objectives • Increase Product Awareness • Sell 8,282 pairs of sunglasses in the first year • Decrease resistance to purchase Chanel • Distinguish Itself from the Competition in the Black Market • Possible Future Retail Store in the Capital Skopje

  5. Product • 100% UV Protection • Lead-Designer, Langerfeld’s renown designs • All Sunglasses come with • Hard Case, Lens Cloth, Certificate of Authenticity • High-Profile Celebrity Endorsements • Marilyn Monroe, Nicole Kidman, KieraKnightley • Famous double-C logo

  6. Distribution • Selective Distribution • Initial Mode of Entry: Internet • Build Macedonian-Speaking Web Design • Distribution Channel: UPS (customer paid) • Future Chanel Retail Store in Skopje

  7. Marketing Communication • Large Popularity Amongst Social Media, Especially Facebook • Blogs are also very popular • Mobile Communications: T-Mobile, One, VIP, and Frog Mobile. • Revenues grew from 35% in 2004 to 60.1% in 2009 • Households ownership of mobile telephones grew from 49% in 2004 to 80.5% in 2009 • 11 Daily Newspapers • Most Popular Circulations: Dnevnik, Ve&NA;er, UtrinskiVesnik, Vest, Nova Makedonija, Denes, SportFakti, and Flaka

  8. Price • High 300s to High 800s (dollars) Depending on the Style & Frame • Competitors (Gucci, D&G, Dior):250 to 450 (dollars • Facebook Marketing: 4,500 dollars/month • Mass Texting: 7,500-10,000 messages/month cost $550-695/month • Billboards:$700-2,500/month (in the U.S.) • Exchange Rates May Stunt Profitability

  9. Revenues & Expenses • Population approx. 50% Men 50% Women • Target: Women in Skopje and Bitola • 22.7% above average income • Potential market reduced to 27,608 • Estimate: 30% purchase product • 8,282 Pairs sold

  10. Revenues & Expenses • Projected 8,282 pairs sold in 1st year • Average Ticket Price 13,469 denar • Estimated $2,691,647 in Revenue • Net Income of Approximately $1,090,556 *US $ Thousands

  11. Evaluation Plan • Objective: Increase Product Awareness • Measurement: Media Impressions, Volume of Macedonian Web Site, Billboard Estimates, Facebook Hits & Ads, Number of Texts, Assess Sales Volume in Response to Promotions • Objective: Distinguish Ourselves from the Black Market • Measurement: Price of Black Market Knockoffs

  12. Any Questions?

More Related