Fashionista

Fashion Marketing

Fashionable way of life

Fashion Marketing

The Concept

The concept is to introduce a fashion beverage from coca-cola

Ingredients of the beverage is same as normal coca-cola with ginseng to enhance energy

Fashionable , attractive packaging with new distribution strategies

Marketing plan

PURPOSE

• All Markets these days are saturated and competition levels

are high because of the growing number of companies

entering into the market

• Companies should be regularly innovative with strong

implementation of the ideas. This Implementation can be

done through a proper marketing plan

• Taking these things into account Coca-Cola is launching its

fashion beverage

• So the purpose of this marketing plan is to introduce a new

product from coca-cola in a refreshing new segment which is

fashion

.

MISSION , VISION and VALUE

Mission

• To refresh the world …in body , mind and spirit

• To inspire moments of optimism…through our brands and

our actions

• To Create value and make a Difference…everywhere we

engage

Vision

• People : Being a great place to work where people are

inspired to be the best they can be

• Planet: Being a responsible global citizen that makes a

difference

• Portfolio : Bringing the world a portfolio of beverage brands

that anticipate and satisfy people’s desires and needs

• Partners : Nurturing a winning network of partners and

building mutual loyalty

• Profit : Maximizing return to shareowners while being

mindful of our overall responsibilities

Values

• Leadership : The courage to shape a better future

• Passion : Committed in heart and mind

• Integrity : Be real

• Accountability : If it is to be , Its upto me

• Collaboration : Leverage collective genius

• Innovation : Seek , Imagine , Create , Delight

• Quality : What we do , we do well

MARKETING ANALYSIS

Needs and Benefit sought by the Market :

Thirst Quencher of a unique sought because of taste

Various flavors and Diverse products

Substitute to water in a way of color and taste

Liquid combination for various meals

PRODUCT USAGE

Chart from the lesson

Who :

All age groups from the age of 5 and above. Irrelevant to gender income,

lifestyle, region.

Why :

Good taste.

Regular innovation of product design.

Beverage that help balance consumers sugar levels.

Consistent quality delivered by Coca - Cola.

Brand loyalty developed by Coca – Cola over the years.

When :

Usually with meals

Discotheques

Special Events

To quench thirst

How :

With alcohol, and cocktails

Just plain coca – cola.

PRODUCT POSITIONING

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PRODUCT COMPARISON

Market Size

• The market for our product is going to be a large fast consuming

market. Mainly targeting the night time consumers as that is the

maximum profit yielding market for the product.

• The market is going to spread across Discotheques and Fashion

cafe’s around the world.

• It is also going to be spread in Fashion schools around the world

for example IED in the different cities, FIDM – L.A, parsons N.Y.

• The product is going to be available in exclusive designer stores

and designer café's.

ANSOFF MATRIX

Market

Penetration

Product

Development

Market

DevelopmentDiversification

New

Market

Existing

Markets

Existing Products New product

As the product we are introducing represents a new product in a new

market ( fashion) the marketing strategy applied falls within the

diversification part of the matrix

Margin and profits

• 80 cents Production cost in Italy.

• We are considering 3.20 Euros to be the sales price to

the Distribution

• Therefore the gross margin per can is 2.40 Euros.

SWOT Analysis

• Strengths:

- Good brand image.

- Customer loyalty.

- Strong back up of funds.

- Taste with energy enhancer ( ginseng)

- Design

- Efficient distribution capacity.

- Excellent marketing strategy.

• Opportunities:

- New product line

- Enter into a new industry: fashion

- Untargeted Market

- New distribution channels

• Threats:

- Strong competition from Pepsi in the Future

- New market

- Market Acceptability

Marketing strategy

• The marketing strategy behind this product is to develop a new market of fashion beverages

• The new product which is targeted to introduce to the customers the concept of a beverage being a fashion accessory. (e.g. : Carrying a star bucks coffee)

• This new product which is targeted to customers who are interested in fashion ( new customers and existing customers)

BRAND DEVELOPMENT

LINE EXTENSION BRAND EXTENSION

MULTIBRANDS NEW BRANDSn

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EXISTING NEW

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Fashionista

MARKETING MIX

PRODUCT

Fashionista – fashion beverage from coca-cola

Attractive , Stylish and different packaging

The product developed due to

Opportunities

Empty market

Research

Demand

Fashionista differs from other coca-cola products in a way of places , prices and distribution

Customers loyalty towards coca-cola is an advantage for Fashionista.

Customers acceptance for new ideas encouraged the development in Fashionista

Adding ginseng to Fashionista enhance energy level in consumers.

PRICE

• We are estimating 100, 000 cans of Fashionista to be sold in

day all over the world

• The estimated cost of production of one can is .80 euros .

• The sale price of one can to the retailers will be 2.4 euros

• The gross margin per can will be 1.60 euros

• The gross margin income world wide in a day will be 16000

* These calculations have been made on the assumptions made by our

group based on information collected by us from the internet in Italy

PLACE

• Types of channel

Indirect – like Agent, Wholesaler, Retailer.

Level of marketing coverage

• Exclusive : The product is available only in selected places

which are following

• Discotheques

• Fashion cafes

• Designer showrooms

• Fashion schools

• Fashion events

• High positioned bars and restaurant

• The changes in distribution is because of following reasons

• Because its positioned as a Fashion product

• Targeted customers are related to selected points of retail.

Foreseeing the competition in the future, we will be making a

mutual exclusivity agreement with the retailers stating that

they will not introduce any competitive product in the same

segment manufactured by a company apart from coca cola.

For the first 6 months.

For the first 6 months Coca-Cola will retaining its distribution

rights of Fashionista. Coca-Cola will choose Fashionista’s

retailers and decide the price with mutual consent of the

retailers.

PROMOTION

• Launching party (inviting celebrities & important

personalities).

• Sponsoring fashion shows & events.

• Special events in the night clubs sponsored by Coca-Cola

Fashionista.

• Glow paint tatoos in night clubs

• Fashionista glasses supplied to retail points, in which

Fashionista or other beverages will be served.

• Laser lights in night clubs.

ADVERTISING

• TV Advertisements

• Billboards

• Fashion Magazines

• Fliers

• Posters in fashion schools, clubs and cafes

• Direct marketing.

Briefing for advertising

Focus on the bottle

Connect the real thirst with fashion thirst

THE IDEA

A fashion victim searching to quench her thirst and end up finding

FASHIONISTA which gives her a solution for her thirst and also

satisfaction for fashion needs

The fashion society carrying FASHIONISTA as they carry fashion

accessories

To create an image in fashion world that FASHIONISTA is a part of it

ACTION PROGRAMMS

• Initial production will be of stock of upto 4 months demand.

• next batch of production will start after 1 month of launch of

the product, and response.

• Coca – Cola sells 1.4 billion pieces in a day all over the

world.

• Fashionista will play a good role in this 1.4 billion because it

will increase the percentage of sales because its addressing an

untargeted market

Source : Article in The New York times

newspaper.

• Action plans for facing competition from Pepsi or other competitors are( counter attack )

After the launch of the product in three months co-branding with, for example, dolce&gabbana and introduce a D&G gold Fashionista which will keep Fashionista alive in market

More products from time to time like Fashionista Zero , Fashionista Light etc…

Different flavored product From Fashionista like apple flavored , orange flavored etc..

Co- branding with absolute Vodka which again positioned themselves as fashion drink in alcohols

• Fashionista will introduce their accessories in tie up with big players in accessory market

• Also introduce their limited edition clothing line in tie up with designers

• Launch the Fashionista website which in connection with fashion because of the web-browsing nature of target

Marketing objectives

• Target market objective for Fashionista is segmentation approach which is fashion

• Expecting a percentage growth in customers who are interested in fashion and were not coke customers

• Also high purchase rate by existing customers who is fashionable

• Expecting a growth in company’s image as a global market player ( by giving birth to a new segment - the Fashion Beverage segment)

• To initiate a curiosity about how a beverage can be a fashion accessory (ex: as mentioned before carrying star bucks coffee as a fashion statement)

Financial objectives

• For many organizations the ultimate goal of the marketing

plan is the effect it will have on the bottom line

• Fashionista’ s sales increase mainly in night because the main

target for the product is to increase sale in discotheques

• Also increase in sale where no other competitor is present

(new segment) is an added advantage in sales ( new market )

• Higher price positioning affects and increase the margin and

profit of the company

IMPLEMENTATION SCHEDULE

Task Time Responsibility People in charge

Pre-launch

advertising

May. 2009 Prepare for the

product launch

activity. Issue pre-

launch ads.

Marketing

director

Product launch

day - Europe

Jun. 2009 Officially launch

Fashionista at Milan,

Italy.

CEO, Marketing

director

TV and press

ads campaign

Jun-Aug.

2009

Launch ads campaign

at entire Europe.

Marketing

director

Product Launch

day – Asia,

North America,

Australia

March

2010

Officially launch

Fashionista at

Shanghai, New York

and Sydney.

Marketing

directors of

different areas

Sponsor Milan

spring fashion

show – D&G

feb.2010 Support D&G spring

fashion show at Milan.

Marketing

director, D&G

operation

director

Task Time Responsibility People in charge

Budget variance

analysis

Dec . 2009 Analyze and adjust the

budget according to the

actual performance of the

first quarter.

CFO, accounting

department

Advertising and

promotion

Jan 2009 To implement the

advertising and

promotional plan

Advertising

company /

Promotion Agency

Website design and

managing

Mar . 2009 To Manage and update

the fashion trends and

styles and also events

Web hosting

company / Web

Design Agency

Area Worldwide

T.V 40 % 16 cents per can

Magazine 40 % 16 cents per can

Other marketing

activities

20 % 8 cents per can

Total Expense 100% 40 cents per can.

MARKETING BUDGET

Marketing Cost Division for 1 can of Fashionista

Period Quarter 1 Quarter 2 Quarter 3 Quarter 4

Pieces 12000000 13200000 14652000 16703280

Price 3 3 3 3

Sales

Revenue

36 million 39.6 million 43.9 million 50.1 million

Period Quarter 1 Quarter 2 Quarter 3 Quarter 4

Pieces 12000000 13200000 14652000 16703280

Cost .40 .40 .45 .45

Total Cost 4.8 million 5.2 million 6.5 million 7.5 million

MARKETING BUDGET

SALES BUDGET