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Marketing--Huashengji [Course name:Introduction of Marketing; Student name: Raymond, Belle,Jocelyn, Renee]

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winnie wu

on 21 April 2014

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Transcript of Marketing--Huashengji [Course name:Introduction of Marketing; Student name: Raymond, Belle,Jocelyn, Renee]

Marketing Mix
Integration of tradition and fashion

Cultural connotation adds additional value




Lack of diversity in product line

Limited improvement in each series

Overlook the market for women
Limitation
Product
Clothing for women

Cooperation with Chinese young fashion designers

Co-branding
Price
Value-based method
Reflecting different socio-economic status

Markdown

Discount for new products
Place
E-commerce channel

Selective distribution

Low operation cost

In-time delivery
Physical Store Net
Beijing
Shanghai
Chengdu
Guangzhou
Hong Kong
Promotion
Social Network Service



Low brand awareness

Lack of traditional advertisement
Limitation
Leverage Traditional Media

Celebrity Endorsement

PR Events: feature story, exhibition and gallery

Customer Relationship Management: membership system improvement
Supporting pricing tactics
Research
Reliability & Validity
Quantitative---Survey
Qualitative--Focus Group

Snowball sampling
April 27 to May 16, 2013
300 participants,177 males and 123 females
Automatically closing research system


Seven Huashengji male consumers
May 17, 2013
Online Survey
Focus Group
Describe Segments
Age
Gender
Income
Psychology
Segments
Evaluate Target Market
Identifiable

Substantial

Reachable

Responsive

Profitable
Responsive
Online shop’s sales volume: 19,307 in this near half-year (up to 4:40pm, 13th May, 2013)

106 products per day

Collection of hot sales: 500

Collection of new arrivals: 100 (Tmall, 2013)
Positioning
Brand Architecture
BCG Matrix
tradition
innovation
modesty
to be the pioneer in conducting the renaissance of Chinese vintage dressing culture
vision:
Announcement:
"our aim was, and still is to provide our customers with the traditional and fashionable chinese clothing they need to enrich a busy, modem, urban lifestyle. These clothing must be made from good, sound materials, with no unnecessary frills or fancies and must sell at an affordable or reasonable price"
offering the customer a pleasant and comfortable
Chinese dressing experience at a reasonable cost.
mission:

admires Chinese folk art, traditional culture

believes in quality and originality
value:

the integration of classicality and fashion

leveraging the electronic commerce

pursuing modesty and plainness
Brand's Uniqueness, Strength and Favorability
1.
Distinctive corporate image

Positive world-of-mouth

Strengths:


Weaknesses:


Opportunities:


Threats:
SWOT Analysis
2.
weak brand awareness, immature product portfolio,
physical store, low production efficiency, poor research and development capabilities,
limited financial resources
growing awareness of treasuring folk art and traditional culture, promising social media marketing in China,
potential overseas market
no
social changes in the lifestyle, belief and value of modern citizens, aggressive expansions of major competitors in clothing industry, hostile plagiarisms in industrial design,
insufficient suppliers and partners


VMV Statement (spiritual)

SWOT Analysis (financial)
Conclusion
Age
Gender
Income
30-34
25-29
20-24
VASL
Male
Higher Middle Lower

Achievers Experiencers Striver
Male
Male
Describe Segments
Identifiable
Profitability
HUASHENGJI
Segment size 270,000,000
Segment adoption percentage
0.7%
Purchase behavior 3*3
Profit margin percentage 50%
Fixed costs 3,000,000
Segment profit 5,505,000
Global Entry Strategy
a partnership form of
Joint Venture
Peripheral Map
Culture Annotation
Rich in Details
The Theory of Yin-Yang
The Book of Changing
Embroidery
Totem
A Technique of Chinese Ink-painting
: 800 ~ 3000
: 400 ~ 700
: 100 ~ 400
Introduction
Originated from China: --

Launched in Qingming festival of 2008

classicism and modernism

value-led and less is more concepts
heritage and innovation
modesty and plainness
Prezi: Winnie
Full transcript