This document provides a market analysis for a proposed Skirt Weight product. It includes a SWOT analysis identifying external factors like culture, demographics, technology and the economy. It segments the target market of women into high school/college girls and working women. The marketing mix is proposed, including sterling silver and topaz materials, a $60 price point, promotions on HGTV and Food Network, and mall store placement. Projected first year sales of 500,000 units are estimated to generate $13.9 million in revenue and $13.2 million in profit. Startup costs are estimated at $2 million.
9.
Currencies are valued higher than U.S. Dollar
◦ International company
◦ Able for other countries to buy our product
More consumers are being conscious of the
money they spend
◦ Poses problems for luxury goods
13.
Two segments
◦ Working Women (48 Million)
◦ College and High School Girls (20 Million)
Different design set for each market
◦ Professional design
◦ Team colors with a flare
16.
High School and College Girls
◦ Team colored weights
◦ Jewelry matching
Working Woman
◦ Professional advertisements
◦ Work on maintaining “functional accessory” image
18.
Will be made from quality sterling silver
material and the beautiful topaz gem
Swarovski is famous for
◦ Differentiated designs for each of the target
segments will be developed
Multi-functional piece
◦ Holds skirt down
◦ Fashionable
21.
$60 dollars per pack
1 clips and three
weights/pack
$60 - $32.31= $27.69
B2C selling
22. Home
and Garden Television
80% of homes receive HGTV
Food
Network
65% of Food Network’s Audience is women
86% of Households receive Food Network
23.
Buy directly from store
Easily accessible
Trendy clothes and jewelry
Women aged 35 and older
24.
Multiple outlets in different malls
◦ Positioning in the store is vital to inspire interest
and want
◦ In-store advertising
◦ Sales Representative
Use Personal Selling
25.
In-store Advertising and Personal Selling
◦ Employees will be well informed on product
◦ Advertising using posters and sign throughout the
store and windows
26.
Celebrity endorsements will create value
◦ Recruitment of hardworking women to wear skirt
weights at significant events
Red Carpet opportunities provide personal
exposure
◦ The Academy Awards is the biggest annual, nonfootball viewed event in U.S. television
29.
Luxury product value
◦ If only 50% of women who are willing and able buy
the product it equates to 1.73 million women for
one segment
◦ The price set at $60.00 would equate a revenue of
$147 million
◦ Subtracting costs, the profit would be $67.1 million
over 3 years
First Year Projected Sales
• 500,000 = $13.9 million in revenue
• 13.9 million – 645,000 fixed cost
• 13.2 million first year profit
30.
$2 Million start up cost
◦
◦
◦
◦
◦
$1 Million Advertising
$250,000 Research and Development
$500,000 Mining Cost
$200,000 Swarovski building fee
$50,000 Initial Machinery fee
31.
Skirt Weight keeps skirts down!
Easy to pin on the dress
High School/College and Working Women
Profitability
Notas do Editor
Cory– Nothing to say about this slide.
CoryMission StatementWhere the company was foundedWhat the company isWhat the companies profit wasWhere are their stores (100 US stores or something)Popularity, Shiny things, Ect.
Steven
Steven
Steven
Steven
Steven
StevenWe can use existing information from past purchases of Swarovski crystalsSocial media platforms enable us to reach various different market segmentsAdvancement in mining technology has helped us reduce our cost
StevenCurrencies are valued higher than the US dollar which means that international buyers can use the swarovski website to buy our product with the exchange rate. We are an international company alreadyMore consumers are spending their money more wisely rather than spending on luxury goods. We could have a problem with the demand for our product because of this
Steven
Billy
BillyThe women must be willing and able to buy the product
Billy
Billy
Billy
Billy
Austin
Austin
Austin
AustinLabor cost is $5.00 per unit because we have a high quality standard and each unit is individually inspected