Table of contents - AAU Midpoint & Final Review …gradshowcase.academyart.edu/content/dam/Grad...

Table of contents

1. Business Summary

2. Footwear Industry Research

3. Market Location

4. Target Market Analysis

5. Competitive Analysis

6. Product Plan

7. Branding

8. Store Plan

9. Marketing Plan

10. Organization Plan

11. Financial Plan

Brand Story

3

“Ko: Modern Korean shoes”

Korean traditional culture + modern design

Mission

Vision

4

Keep your soul and keep your feet

We strive to be a global leader.Our vision is to embody the heart of Korean soul.Ko wants to be a part of your body.

Our Objective and Goals

5

1. To make comfortable and fashionable shoes.

2. To generate higher Ko recognition in the first year.

3. To be an inspiring company in the footwear and fashion industry.

4. To be a good company.

Ko Business Image Board

Footwear Industry Overview

7

Global footwear industry

Asian footwear industry

Korean footwear industry

are likely to increase further.

Global Footwear Industry Overview

8

World Footwear Consumption 2014

<Source: World Footwear, Yearbook 2015>

9

World Footwear Production 2014

<Source: World Footwear, Yearbook 2015>

10

Top 8 Countries by Footwear Consumption, 2013

< Source: reportlinker(World Footwear Yearbook)>

Asian Footwear Industry Overview

11

1975~2005 Korean Footwear Market

<Source: National Digital Science Library >

South Korea Footwear Industry Overview

12

<Source: Financial News (Korea International Trade Association>

Korean Footwear Market Expert in Itemize(%) of the First Two Quarter of 2016

Korean footwear industry : $6.2 billion in 2015

316.2% growth

13

• Capital City: Seoul• Language: Korean• Currency: Won• Population: 49,115,196 (July 2015 est.)• Number of births per women: 1.24

(2015 est.)• The only divided nation

<Source: Google>

Market Location: South Korea

14

Korean Wave: Hallyu

K-Pop(Music)K-DramaK-MovieKorean FoodK-FashionCosmetics

UP

15

Are you proud of Korean culture? Koreans said,

Yes!

16

People Mindset in 2001 and 2016

<Source: Viva100.com>

17

How many Koreans have and buy Footwear?

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Changes in customer purchase patterns,

<Source: DMC >

Very Complicated

Ko Store Location:

19

In-sa Dong Street

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Primary Target25-34 years old :Career Women

Lee-sle Hwang

• Gender: Female• Geographic Location: Jeonju• Age: 30• Marital Status: Single• Education: MFA degree• Occupation: CEO, Fashion Designer • Income: $10,000 per month• Living: With parents• Hobbies: Traveling, listening to music, and

watching movies• Social app: Facebook

21

Secondary Target:15-24 years old: Students

Sae-rom Park

• Gender: Female• Geographic Location: Seoul• Age: 23• Marital Status: Single• Occupation: Hongik University student • Living: With parents• Hobbies: Traveling, singing, reading books and magazines• Social app: Facebook, Airbnb, delivery apps• Favorite Brands: The North Face, Reebok, Beenpole(Korean brand)• Monthly Income: $300 pocket money + part time job

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Tertiary Marget35-49 years old: Mothers

Young-eun Kim

• Gender: Female• Geographic Location: Bun-dang Gu• Age: 41• Marital Status: Married• Education: University• Occupation: Homemaker• Hobbies: Decorating house, shopping,

floral arrangement• Householder Budget: $12,000 a month• Favorite Brands: Tory Burch, Burberry

DIR

ECT C

OM

PETITOR

S

IND

IREC

T CO

MPETITO

RS

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Competitive Analysis

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Ko Positioning Chart

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S• Made in Korea • Emotional appeal to Koreans• Fresh style products• High quality shoes• Cost advantages

W• Little brand awareness• Start-up company; New business• Lack of experience running the business

O• Strong interest in Korea worldwide• Growth in world footwear market • Income level is at a constant growth continuum • Advanced footwear technologies

T• Fashion apparel brands have expanded

footwear lines• Quickly changing trend and consumers

tastes• Large amount of competitors • Copying issues• Economic downturn

Ko SWOT Analysis

“Product Focus Differentiation”

+ Integrating traditional details into contemporary styles

+ Giving customers footwear that is both comfortable and stylish.

+ Collectables.

+ Strong communication with our customers.

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Competitive Advantages

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The first year’s classification(SKU)

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Average: $100.82

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Ko’s signature pattern: every season carry on

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Sp

ring / S

um

mer 20

18 M

ood

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Spring / Summer 2018 Collection

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Fall / Win

ter 2018

Mood

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Fall / Winter 2018 Collection

Tech Pack

Detail sheet

Cost Sheet

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Prototypes

38

Prototypes

Package Composition

39

Brand Logo Development

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Brand Slogan

41

Brand Message

Modern Elaborate Comfortable Pride

Store Facade

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Floor Plan

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A section: Meeting RoomB section: Merchandising Area

Marketing Overview

• To use a powerful visual image

• To relishes challenges to be the best design company

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Marketing Goals

• To focus on increasing the brand recognition in the first year.

• To reach over 5,000 followers on each social media platform.

• To add 50 new customers from our e-mail list every month.

• To build a socially responsible through our marketing.

• Attract 300 visitors to our store every week.

Marketing Campaign 1: Advertising

Type: Branding campaign Time Action: All year and changing seasonally Cost: $ 1,950

Media channel Mix: Direct mail, E-mail, Facebook and Instagram including the paid ad, Website, Magazine, Poster and search engine

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Marketing Campaign 2: Grand Opening Event

Type: EventTime Action: One day, Saturday, March 3rd 2018Cost: $ 7,780

Event program: Open 6pm – 9pmLocation: In-sa dong, Seoul

Media channel Mix: Direct mail, E-mail, Facebook and Instagram including the paid ad,Website, Poster

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Marketing Campaign 3: Knots DIY work shop

Type: Collaboration and EventTime Action: May 2018Cost: $4,230

Event program: pm 1-pm 4Location: In-sa dong, Seoul

Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Website, PR, Poster

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Marketing Campaign 4: Painting on the shoe

Type: EventTime Action: October 2018Cost: $3,000

Event program: pm 1-pm 4Location: In-sa dong, Seoul

Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Website, PR, Poster

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Marketing Campaign 5: Catalogue

Type: Brand campaignTime Action: per seasonCost: $ 688 / $420 for 500 catalogues (16 pages) * 2 seasons

Media channel Mix: Direct mail, E-mail, Website

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Marketing Campaign 6: Free Flag

Type: Street EventTime Action: March, June and August 2016Cost: $ 2,400

Event program: pm 1-pm 3Location: In-sa Dong Street

Media channel Mix: E-mail, Facebook, Instagram, Website

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Marketing Campaign 7: Collaboration with Halmuni

Type: CollaborationTime Action: July 2018 Cost: $ 5,712

Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Pinterest, Website, PR

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Marketing Campaign 8: Collaboration with talented designers

Type: CollaborationTime Action: December Cost: $ 5,712

Media channel Mix: E-mail, Facebook, Instagram, Pinterest, Website, PR

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Marketing Campaign 9: Membership Card

Type: PromotionTime Action: All yearCost: $ 1,275

• 1 point = $10 dollars• 10 points = a 15% off reward• 20 points = a 20% off reward

• 10% discount coupon for their birthday.

• 100 points = VIP customers• : be invited to our events and a 20% off coupon on their birthday.

Media channel Mix: Direct mail, e-mail

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Marketing Campaign 10: Thank you Letter

Type: Sale PromotionTime Action: Twice a year- Once a year for our customer’s Birthday and New Year’s Day Cost: $800

Media channel Mix: Direct mail, Direct e-mail

54

Marketing Campaign 11: Design Contests

Type: Branding Time Action: Once a yearCost: Free

Media channel Mix: Facebook, Instagram, Behance, Website, PR

Images from Core77and A’design Award

55

Marketing Channel 01: Website

Time Action: All yearCost: $560

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Marketing Channel 02: Direct Mail

Time Action: All yearCost: $750

Example: Letter, poster card with event information, coupons, catalogues

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Marketing Channel 03: E-mail

Time Action: All yearCost: $90 per month

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Marketing Channel 04-01: Social Media- Facebook

Time Action: All yearCost: $480 per month for Ad including Instagram Ad

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Marketing Channel 04-02: Social Media -Instagram

Time Action: All yearCost: Share with Facebook Ad fee

Hashtag for Ko: #ko, #korea #korean#shoes #footwear #sneakers #fashion#traditional #conceptshoe #womenshoeso on.

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Marketing Channel 04-03: Social Media- Pinterest

Time Action: All yearCost: Free

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Marketing Channel 04-04: Social Media- Behance

Time Action: All yearCost: Free

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Marketing Channel 05 : SEO and SEM

Time Action: All yearCost: Free for Naver(SEO),

$500 per month for SEM

Key words for search: Shoes, Footwear, Beautiful shoes, Flat shoe, Sneakers, Korea, Korean shoe, Ko, Kos hoes, Pretty shoes, Trendy shoes and so on.

63

SEM

SEO

Marketing Channel 06 : PR- Supporters

Time Action: Twice a yearCost: $6,600

Cost details: $ 300 prize for thebest season support per season and 2 free samples(approximately $ 200) + $100 activity fee for each supporter

64

Marketing Channel 07 : Billboard in the subways

TimeAction:6monthsfromlaunchingCost:$5,400/$900permonth

65

Marketin

g Chan

nels

Marketing Channel 08 : Magazine

TimeAction:CosmopolitanonceeverytwomonthssinceFebruary2018Cost: $12,000USD/$2,000USDpermonth

66

Marketin

g Chan

nels

Marketing Budget

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Print Media: Catalogue, Direct mailElectronic Media: Website, E-mail, Social Media, SEMEvents: Grand Opening, Free Flag Event, Photo QueenCustomer Royalty: Thank you Letters, Membership Card Poster / BillboardWorkshop: Painting Shoes and Making KnotsCollaborations: Halmuni and DesignerMagazinePR

Organization Chart

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69

Financial Summary

Startup Budget: $178,678Gross Margin: 65.2%.

Monthly Net Sales

70

Three Years Sales Plan

71

+The first year, focus on Ko brand recognition.

+The second year, to open the online shop for increasing sales.

+The third year, to expand our business to the global market.

Thank you!

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