marketing plan veja
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Marketing PlanVEJA
Lauriane BarrachinFlore Chambon
Anne-Sophie Caramelle
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VEJA
PREDECESSOR CONCERNING ETHIC SHOES
ABSOLUTE ICON OF FASHION ETHICS IN France
CREATED IN 2004 BY SEBASTIEN KOPP AND GHISLAIN MORILLION
PRODUCTED IN BRAZIL, RESPECTING EMPLOYEES INTEGRITY
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Our Product : Tava
Sneakers
Different colors
Growth stage
Little communication
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Macro environment
Opportunity ThreatTechnological Investment in R&D => higher
performance of product
Socio Cultural Democratisation of the trainer as a daily and a fashin shoesNeed of belonging to a group, to be accepted(But) Lookking for the differenciation and personalizationFashion effectResearch of qualityMore responsible purchase
Environmental Awareness about the degradation of the planetLaw about the respect of the environment
Economic Decrease in purchase power
Legal Law about workers conditions, children workLaw about materials or processes used
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Competitive situation
Veja Faguo shoes Fred Perry
Style TrendyClassy
CasualTrendy
Trendy vintage
Price 105€ 50 – 60 € 100-200€
Production Brazil China England
Promotion Social mediaInternetPress
Social mediaFair and ShowInternetPress
AdvertsSocial mediaPressinternet
Distribution A few retailers Retailers Own stores
Environmental Engagement
Fair TradeProgram against deforestationNon use of dangerous substances
Program against deforestationCardboard boxReduction of CO2 emission
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Brand System
Brand concept:
French founders
Is another world possible ?
Fair trade concept
Fashion and sustainable
Product Experience
Biologic and ecologic
Environmental cause
Semiotic Invariants
Trendy
« V »
Classy
Exclusive
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Positioning
WHY ?
Be different
Production and distribution
Different way of distributing
Against mass comsumption
REASON TO BUY ?
FASHION/SUSTAINABILITY
Involvement in a cause
Identify to a group
FOR WHOM ?
18- 30 years old
Trendy people/attracted by fashion
Care about environment
AGAINST WHOM ?
Fago shoes
Sneakers brand as ADIDAS, NIKE, FRED PERRY
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Consumer insight
FAIR TRADE SHOES
EXAMPLE OF NIKE : SHOES CREATED IN BAD HUMAN CONDITIONS Will of buying shoes that respected human labor rights.
EXCLUSIVE FEELING
Product that you cannot find everywhere and not wearied by everyone
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VEJA – TAVA
LOW IMPACT (OR NOT ENOUGH INFORMATION TO DETERMINE)
MEDIUM IMPACT
HIGH IMPACT
Production
Distribution
Packaging Consumption
Energy
Air
Water
Soil
Equity
Eco-systems
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Target group
Young people : 15-30 years old
Attracted by fashion
Good life level
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Personas
OLIVIER
Middle and upper class
18 years old
Student
Attentive to trends and fashion
Basket is his everyday shoe
What he wants ? Identification to a group, fashion, quality, confort
Why would he buy a sustainable innovation ? Effect of fashion. Sustainable is not his first motivation to buy the product.
How he decides ? By comparison with other people and other products
Media behaviour: connected consumer
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Personas
CAROLE
Middle and upper class
27 years old
Working woman, dynamic
Attentive to trends and fashion, she likes trendy shops
Heels are her everyday shoe : she wants confort during WE
What she wants ? Be implicated on her purchases, confort, quality, cool product, trendy
Why would she buy a sustainable innovation ? She believes in it. She cares about environment and human rights, she wants her children to grow up in a better world.
How she decides ? Implicated purchase
Media behaviour:TV, press, a little connected
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SWOT analysis
STRENGTHS WEAKNESSES
-High quality products-Exclusive feeling for the customer = identification to the brand-Active on social media, close to their target
-Not very known-Expensive compared to competitors-Not sold in a lot of shops = very rare product
OPPORTUNITIES THREATS
-Trend of respecting the environment-Return to artisanaly made products (not produced in mass in China)-Casual fashion = more sneakers into fashion shows
-Upcoming competitors = surfing on the trend of fair trade
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Goals and objectives
Be more famous
Seem less exclusive
Be more accessible
Attract more people
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Current strategic option
Almost no adverts
Especially present on the web
Purchase only possible in a few shops (limited)
too exclusive ?
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Our Strategic option
Communicate more
Exclusivity could be a threat
Create one « Veja » store in each big city (Paris, London)
Increase the shops selling Veja
Communication based on the Trendy side
Make it more accessible
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Marketing Mix
Product :
Made in Brazil
Manufacturing in dignity Fair trade
Organic cotton (from North Brazil)
Ecological leather
Sole and « V » in wild rubber of Amazonia
A light and comfortable shoes
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Marketing Mix
Price : 105 euros
More expensive than competitors
Production and distribution policy (fair trade)
Environmental actions
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Marketing Mix
Place : launched in the
biggest and most fashionable cities
A few “veja” stores in selected places
Sold in selected shops (exclusive)
Present on the WEB (Social media)
Promotion: more advertisement
Make it less exclusive AND more communication
Ads : presenting more different typical customers identification easier
Video to explain the brand (Youtube)
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Conclusion
A young and fashion product
Different and exclusive
Very implicated in ethics (human and environmental)
But expensive !
Should communicate more about the trendy and the exclusive side (identity) of the brand than sustainability