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Presented by:
Aeri Koo
Lindsey Pizula
Amanda Hartigan
Yunjiao Xian
Moe Rubel
 Expand Marc Jacobs stores in China
 Consumer Research:
 Primary Research
 Survey
 Focus group
 Secondary Research
...
 Places: Rodeo Drive &
South Coast Plaza
 Structured Questions &
Unstructured Questions
 Interviewed 36 people:
 24 fr...
SURVEY RESULTS
 Structured Questions:
 Gender
 Age
 Education
 Employment Status
 Ethnicity
 Demographic Results:
...
 Bachelor's
Degree (58%)
 Master’s
Degree (35%)
 Employed (81%)  Asian (74%)
 Chinese
Japanese
Korean
SURVEY RESULTS
 Unstructured Questions:
 Where where you born? Where do you currently reside?
 What is your favorite brand?
 What bra...
 8 Native Chinese Students at USC
 Insightful Questions:
Which trends do you see within the global luxury industry?
Wh...
 World’s second largest
economy
 Upper middle-income
country with rapidly
increasing economy
 Number of wealthy
individ...
 Belief that luxury goods show status and discerning mindset
 Insistence on quality and authenticity
 Importance of bra...
INTERNET & SOCIAL MEDIA
 Born on April 9, 1963
 American Fashion Designer
 Launched Namesake Brand in 1986
 Head Designer for Marc Jacobs & Ma...
 Marc Jacobs, Marc by Marc Jacobs, Little Marc Jacob
 Women’s, Men’s and Children’s ready to wear clothing,
shoes, handb...
 Aim to make Mainland China
its biggest foreign market
 Marc Jacobs signature stores:
 3 in Hong Kong
 2 in Beijing
 ...
Strengths:
 Diverse product portfolio
 Falls in line with the price
expectations of high to
middle class consumers
 Int...
WHERE should we sell?
WHO should we sell to?
HOW should we sell it?
MARKETING STRATEGY
OVERVIEW
 Demographic: separate the Chinese consumer market
based on factors such as age, gender and income
 Lifestyle/Psychograp...
 Marc Jacobs will be positioned as a step up for loyal Marc by Marc
Jacobs customers, as they grow older and start earnin...
 5 new stores
 4 major cities:
 2 in Shanghai
 1 in Beijing
 1 in Chengdu
 1 in Shenyang
 Purpose of expansion
 Cr...
Women:
 RTW Fashion
 Bags & Shoes
 Accessories
 Eyewear
 Fragrance
Men:
 RTW Fashion
 Accessories
 Shoes
PRODUCT
 Online research for price comparison
Note:
$1 USD = ¥6.05 CNY
 Maintain pricing model to retain brand equity
Product
Of...
Traditional Media
 Broadcast Advertising:
 TV spots on national broadcast networks
 TV spots on regional stations
 Pri...
Tradigtal Media
 Social Media Engagement
 Weibo (Chinese Twitter)
 Social Influencers
 “Hotspot” Stations
PROMOTION
Product Placement in Chinese TV shows
 Celebrity Endorsements
 “China Girl” (Chinese Version of Gossip Girl)
 Producer:...
Thank you
Q & A
Prochain SlideShare
Chargement dans…5
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Global Strategy Marketing: "Marc Jacobs China Expansion" (USC - MKT 440)

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While disseminating a plan for consumer and product marketing with a focus on global strategies, this presentation for "Marc Jacobs China Expansion" was delivered in front of a graduate-level Marshall School of Business class at the University of Southern California on April 9, 2014.

Publié dans : Marketing
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Global Strategy Marketing: "Marc Jacobs China Expansion" (USC - MKT 440)

  1. 1. Presented by: Aeri Koo Lindsey Pizula Amanda Hartigan Yunjiao Xian Moe Rubel
  2. 2.  Expand Marc Jacobs stores in China  Consumer Research:  Primary Research  Survey  Focus group  Secondary Research  China  Marc Jacobs  Marketing Strategy:  Segmentation, Targeting, Positioning  Marketing Mix OBJECTIVES
  3. 3.  Places: Rodeo Drive & South Coast Plaza  Structured Questions & Unstructured Questions  Interviewed 36 people:  24 from Rodeo Drive  12 from South Coast Plaza  Challenges PRIMARY RESEARCH: SURVEY
  4. 4. SURVEY RESULTS  Structured Questions:  Gender  Age  Education  Employment Status  Ethnicity  Demographic Results:  Female (67%) Male (33%)  20-29 (36%) 30-39 (48%)
  5. 5.  Bachelor's Degree (58%)  Master’s Degree (35%)  Employed (81%)  Asian (74%)  Chinese Japanese Korean SURVEY RESULTS
  6. 6.  Unstructured Questions:  Where where you born? Where do you currently reside?  What is your favorite brand?  What brands do you like to see in your country?  Results:  China, Korea, Japan, UK, Czech Republic, Germany  Bottega Veneta, Burberry, Chanel, D&G, Jimmy Choo, Louis Vuitton, Marc Jacobs, Prada, Roger Vivier SURVEY RESULTS
  7. 7.  8 Native Chinese Students at USC  Insightful Questions: Which trends do you see within the global luxury industry? What are your observations of Chinese consumers and their shopping habits?  What brands do you perceive as upcoming fashion in China?  Where would you position Marc Jacobs in the luxury goods market?  What do you like most about Marc Jacobs?  What do you dislike most about Marc Jacobs? PRIMARY RESEARCH: FOCUS GROUP
  8. 8.  World’s second largest economy  Upper middle-income country with rapidly increasing economy  Number of wealthy individuals expected to climb to 4.4 million by 2015  Wealth will spread to smaller cities like Chengdu and Wenzhou in the future SECONDARY RESEARCH: CHINA’S WEALTH
  9. 9.  Belief that luxury goods show status and discerning mindset  Insistence on quality and authenticity  Importance of brand equity and the brand’s rich history  In-store experience ultimately drives purchasing decision  Reliance on travel and internet for exposure and comparison CHINA’S LUXURY GOODS MARKET & CULTURE
  10. 10. INTERNET & SOCIAL MEDIA
  11. 11.  Born on April 9, 1963  American Fashion Designer  Launched Namesake Brand in 1986  Head Designer for Marc Jacobs & Marc by Marc Jacobs  Creative Director of Louis Vuitton (1997–2013)  Awards: Lifetime Achievement Award, Menswear/Womenswear Designer of the Year, Accessory Designer of the Year  Style: Grunge Fashion
  12. 12.  Marc Jacobs, Marc by Marc Jacobs, Little Marc Jacob  Women’s, Men’s and Children’s ready to wear clothing, shoes, handbags, accessories and fragrances.  285 Marc Jacobs retail stores in 60 countries  Premium price (top-tier luxury pricing)  Target Market: High-end consumers, elite men and women  Positioning: Causal elite fashion with innovative trends COMPANY ANALYSIS
  13. 13.  Aim to make Mainland China its biggest foreign market  Marc Jacobs signature stores:  3 in Hong Kong  2 in Beijing  1 in Tianjin  1 in Macau  Marc by Marc Jacobs stores:  18 in Mainland China  Shanghai (5)  Beijing (4)  Shenyang (2)  Chengdu (1)  10 in Hong Kong  1 in Macau MARC JACOBS IN CHINA
  14. 14. Strengths:  Diverse product portfolio  Falls in line with the price expectations of high to middle class consumers  International recognition as the former Creative Director of Louis Vuitton Weaknesses:  Limited brand awareness  Lack of classic luxury style  Low social media presence Opportunities:  Has room for growth  Chinese expansion would boost company growth  Consumers are increasingly valuing brand quality rather than just brand name alone Threats:  Competing luxury brands  Counterfeit products  High tax on luxury goods Internal Factors External Factors SWOT ANALYSIS
  15. 15. WHERE should we sell? WHO should we sell to? HOW should we sell it? MARKETING STRATEGY OVERVIEW
  16. 16.  Demographic: separate the Chinese consumer market based on factors such as age, gender and income  Lifestyle/Psychographics: measure by studying the activities, interests and opinions of Chinese consumers Age 24 – 39 years old Primary Market Female Secondary Market Men Characteristics  Modern/Urban with Higher Income  Interested in Luxury Goods  Young Professionals  Fashionable SEGMENTATION TARGETING
  17. 17.  Marc Jacobs will be positioned as a step up for loyal Marc by Marc Jacobs customers, as they grow older and start earning higher income  This signature brand will cater to the refined luxury desires of a slightly older and more professional consumer base  Classified as a blend of sophistication with unconventionally chic style  Will position ourselves as: elegant and sophisticated, yet Bohemian and upscale with premium quality product offerings that are trendy and at the forefront of evolving fashion POSITIONING
  18. 18.  5 new stores  4 major cities:  2 in Shanghai  1 in Beijing  1 in Chengdu  1 in Shenyang  Purpose of expansion  Creation of Chinese version website PLACEMENT
  19. 19. Women:  RTW Fashion  Bags & Shoes  Accessories  Eyewear  Fragrance Men:  RTW Fashion  Accessories  Shoes PRODUCT
  20. 20.  Online research for price comparison Note: $1 USD = ¥6.05 CNY  Maintain pricing model to retain brand equity Product Offering Chinese Currency (Avg. Price) US Currency (Price Range) RTW Fashion ¥13,500 $595 - $9,800 Handbags ¥15,500 $595 - $3,495 Shoes ¥5,500 $340 - $990 Accessories ¥2,700 $150 - $400 PRICE
  21. 21. Traditional Media  Broadcast Advertising:  TV spots on national broadcast networks  TV spots on regional stations  Print Advertising:  Fashion magazines: Vogue, Bazaar, Rayli Magazine PROMOTION
  22. 22. Tradigtal Media  Social Media Engagement  Weibo (Chinese Twitter)  Social Influencers  “Hotspot” Stations PROMOTION
  23. 23. Product Placement in Chinese TV shows  Celebrity Endorsements  “China Girl” (Chinese Version of Gossip Girl)  Producer: Yang Mi (32,667,143 Weibo Followers) Fashion Shows PROMOTION
  24. 24. Thank you Q & A

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