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Strengths

• Quality material used

• Unique concept

• Patent design

• Variety of designs

• Hope line for Cancer Research

• New designs offered often

• Small business buy-in option

Solves a common issue with

Weaknesses

• Only sold online or through parties - direct sales

• Website is not easy to navigate

• Concept and use difficult to understand online

• Newer company

• Limited distribution channels

• Major competition in industry

Opportunities

• Niche marketing through large box chain - Costco

• QVC

• Spokesperson opportunity

• Good value pricing

• Commercials

• Banner/online advertisement

Threats

• Sustainable financial backing

• New competitors to market

• Loss of founders

• Sustainable product

• Potential buy-out

• Quality of product

• Fashion trends

Market Summary

  • Essential in Any Economy: Affordability and Effective Distribution Channels

  • Sell handbags for women

  • offer base bags, shells, and accessories

  • The company sells its products through a network of representatives, distributors, retail boutiques, and website.

  • As a company, Miche believes in giving back, and donated over $700,000 to cancer research last year through the sale of its Hope Shells.

  • They chose to have their design team make Shells using faux leather and other synthetic materials.

Market Strategy

• Retail

• Home party (independent distributors)

• Expand

• Into a niche marketing through large box chain - Costco

• QVC

• Spokesperson opportunity

• Good value pricing

• Commercials

• Banner/online advertisement

Online service where "members" could request up to three Miche shells to test drive before choosing which one to purchase.

References

Asaeda, J, (2013). Luxury Handbags - Coach. Standard & Poor's Financial Services.

Grensing-Pophal, L, (2012). Miche Bags: A Bag with Buzz. Direct Selling News.

Winer, R, Dhar, R, (2011). Marketing Management. 4th ed. New Jersey: Prentice Hall.

Controls

  • Tracking and follow-up
  • Market segment focus
  • Saying no
  • Introduction new companies

Any Questions

There are different styles and colors of Miche Base Bags, which are available in four sizes:

Marketing Plan

Products are available through Independent Sales Representatives across America who market products via Miche Parties and personal websites. Distributors in many foreign countries also sell Miche and purchase products wholesale through the company.

Miche (pronounced MEE-chee)

is the name of a fashion handbag Party Plan company, based in South Jordan, Utah, United States. Miche, LLC specializes in hand and shoulder bags based on a system of magnetic interchangeable bag covers (or Shells) and accompanying accessories

presented by

Jennifer Svihus

Tomeka Runner

Catrice Claxton

Mandy Jenkins

The company was founded by Michelle Romero and Annette Cavaness. In 2004, Romero thought of an idea to change the outside of a handbag, without physically changing the bag itself. She created a prototype by taking apart her own bag, using super glue and scrap fabric.

Miche

(pronounced MEE-chee)

is the name of a fashion handbag

Party Plan company, based in South Jordan, Utah,

United States.

Miche, LLC specializes in hand and shoulder bags based on a system of magnetic interchangeable bag covers

(or Shells) and accompanying accessories.

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