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CHARLES & KEITH

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by

Ain Aziz

on 22 July 2014

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Transcript of CHARLES & KEITH

SWOT
ANALYSIS
Brand Establishment
Presence in Asia
Upcoming Brand Leader
Partnership with Louis Vuitton (LVMH)
Unique Selling Proposition
Cost
Design
Minimal product consideration due to standardization approach
E.g. Sizes & Product features like non-slip soles
Limited selection of material in product manufacturing
Synthetic VS Leather goods
OPPORTUNITIES
Online Store
Increase in footwear industry & leather exports
Turkey-Singapore Business Council
THREATS
Increase in Direct Competition; Both Foreign and Domestic Companies
Natural Disasters
Complex & Challenging Market
Requires constantly adaptation & persistence
STRENGTH
WEAKNESS
CHARLES & KEITH
MARKET ANALYSIS
MARKET
SEGMENTATIONS
CHARLES & KEITH'S
KEY COMPETITORS & PRODUCTS
MARKET SIZE
DEMOGRAPHICS
CONSUMER BUYING
HABITS
Working Adults:
Fashion-conscious
High spending power
- C&K Signature Label
Willing to spend on luxury goods
Personalized services

MARKETING STRATEGIES
CURRENT
DISTRIBUTION METHODS
PRICING STRATEGY
MARKET ENTRY APPROACH
MARKET ENTRY
CHANNEL
Franchising
MARKETING OBJECTIVES
CURRENT
QUALITATIVE
Understanding the underlying reasons & motivations
Provide insides into setting of a problem
Generating ideas & hypotheses for further research
Uncover prevalent trends via thoughts & opinion
QUANTITATIVE
Quantify data & generalize results from sample to the target market
Measure views & opinions of chosen sample
Explore deeper findings from qualitative findings

Offer a wide range of collection.
Products are designed in seasonal themes/ occasions.
Has the support of 70 designers to interpret and monitor fashion trend.
Direct Competitors
Indirect Competitors
Products
Selective Distribution:
A small number of retail outlets are chosen to distribute the products

Currently there are 3 C&K stores in Turkey
Ankamall Shopping Mall
Astoria Avm
Cevahir Shopping Mall
Product Design &
Customization
Apparel UAE
product distribution
Competitive Comparison
Important competitive conditions within the overseas marketplace:
Demographic of the countries
Government legal laws
Number of key competitors
Pricing factors
Innovativity
Potential growth of market
Turkey accounts for 1.6% of the world's total footwear production.
Strong position among exporters.
No. of shopping centres in Turkey is on the increase.
Estimated industry sales
Total volume of Turkey's retail sector increased from US $70b in '05 to US $187b in '10.
Expected to reach US $250b by '14.
Estimated sales for the product for the planning year
Penetration Pricing
Psychological Pricing
Moderate range of 150,000 units/year
Increment of 25% during promotion period and estimated sales of US$8m.
MARKETING COMMUNICATION STRATEGIES
Young Adults
Age: Between 18 - 24 years old
Gender: Females
Income: Low - Medium
Occupation: Students/Just graduated
Primary Target Market:
Secondary Target Market:
Young Adults:
Price conscious
Interested in the latest fashion collections
Tend to spend more time on internet /online shopping

Singapore-based
"..inhouse team of 70 designers
led by Keith"
http://eresources.nlb.gov.sg/
Manufacture &
Quality Control
Manufacturing houses in China & Malaysia
Direct all product to Singapore for QCC
Exportation of
goods to Franchisee/s
Exportation to Apparel Group UAE, Dubai
SWOT
ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
Increase in Turkey's footwear industry
THREATS
Probability of Natural Disasters
Global fashion and lifestyle brand conglomerate
Founded in 1999, based in Dubai, UAE
Over 900 stores and 40 international brands
UAE regional stores
Turkey - Ankaramall Shopping Mall, Ankara; Astoria Avm, Istanbul; Cevahir Shopping Mall, Istanbul
Store-Wide
Warehouse
Seasonal Clearance
Unique Selling Proposition
Price
Product Design
Global tie-up with L Capital Asia, Louis Vuitton Moet Hennessy (LVMH)
Good Branding Image
"Charles and Keith has the perfect combination of affordability and design." - Economist & Head of Research at CIMB-GK Securties, Song Seng Wun
Adaptation to different markets
Asian Sizing for footwear collection
Seasonal requirements
Limited product material quality
Mostly Synthetic Leather (PU) finished
Online retail shopping limited to various countries only; Turkey not inclusive
Leather as the leading export of Turkey
Resource seeking - potential for in-country manufacturing & better quality products
Formation of Turkey-Singapore Business Council
Increase in both direct & indirect competitors
Turkey's domestic international brand
Turkey's complex & changing markets
Requires constant adaptation & persistence
Membership Card
Seasonal Launch
Facebook Page
Instagram
Full transcript