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

Influencers

The reach

The localization

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?