New Product project
- 1. By Henna Lee, Sophie Li, Svetlana Johnson, Alba Osmanaj, Amber Lin ALL DIRECTIONS POINT WEST
- 2. Kanye West & Kim Kardashian jean line 1. Brand new product 2. SEXY and comfortable 3. Fit curvy body shapes 4. Excellent customer service ■ Mission statement: “All Directions Point WEST welcomes women of curvy body shape to jean heaven and will make you say goodbye to all the hassle you had before” BACKGROUND
- 3. ■ Self-promoter ▪ Television Show, Social Media (Facebook, Twitter, Instagram) ■ Apart from clothing, Kardashian’s and West’s have fragrances, jewelries, books, etc ■ One of the kind in the market ■ Excellent advertising and brand visibility STRENGTHS
- 4. ■ The company does not have stores worldwide, only available at Bloomingdales and Dash Boutiques ■ Dependent only on denim sales ■ Brand new, needs time for people to recognize it WEAKNESSES
- 5. ■ Global expansion to newer markets like South America & Europe ■ Create shorts that hug you “bottom” ■ Online retail ■ Mobile App ■ Consumer trends towards quality OPPORTUNITIES
- 6. ■Catering to a very small upper premium segment target group ■Ideas can be simply copied by other competitors in the same business ■Customers look for high quality with low price hence high chances of brand switching THREATS
- 7. ■ J Brand's ■ True Religion ■ 7 For All Mankind ■ Paige Premium Denim COMPETITORS
- 8. ■ Feminine and sexy ■ Steamy and attractive ■ The colors of the logo could change depending on the style of the jeans. LOGO
- 9. LOGO
- 10. LOGO
- 11. ■ Jeans of varying sizes (2-12) ■ Colors- light wash, medium wash, dark wash ■ Styles- skinny, straight, bootcut, trouser ■ Primarily sold in Bloomingdales and Dash Boutiques ■ Sold for over $79.99 - $134.99 on each pair of jeans MERCHANDISE DETAILS
- 14. ■ Jeans will be packaged in a printed bag ■ Dash Boutiques website will be redesigned to promote ADPW jeans in a way that combines fashionable attire with functionality ■ Celebrity endorsers would be Kim Kardashian, Jennifer Lopez, Beyonce, Serena Williams, and Shakira ■ Jeans can be shipped worldwide DELIVERY OF PRODUCTS
- 15. PACKAGE
- 16. ■ For young and middle aged ladies (18-45) who need a little extra room in order to provide a comfortable fit ■ Psychographic: fashionable, trendy, middle class, curvy ■ Demographics & geographic: urban areas TARGET CUSTOMER
- 17. FOUR COMMON TYPES OF BODY SHAPE
- 18. ◼What would be the acceptable price for you to buy a pair of jeans? RESEARCH ◼When you buy a pair of jeans, what would you consider? (you may choose more than one)
- 19. ■ Upload your All Directions Point WEST jean pictures on Instagram ■ Use hashtag #AllDirectionPointWest for the selfie contest by tagging your pictures! ■ We ask other people to vote for their favorite pictures and pick a winner based on LIKES ■ First place gets $1000 gift card ■ Second place gets $500 gift card MARKETING EVENTS
- 20. GRAND OPENING ◼10% off on any items for the first month ◼This will increase brand awareness MARKETING EVENTS EVENT MARKETING ◼Bring your old jeans and get 25% Off on any items ◼Donate to homeless and charity
- 21. ■ All Directions Point WEST guarantees the quality of our product ■ If for any reason it doesn’t meet your expectation, 100% refund with a valid proof of purchase within 60 days of the date of purchase REFUND POLICY
- 22. ■ TV and Radio broadcast 15-30 sec ads; NBC, MTV; Fox5 during TMZ show ■ Magazines Glamour, Vogue, People ■ Internet Access on social media advertising- Facebook, Pinterest, Twitter ■ Outdoor banners and billboards ■ Indoor ads posters in Bally Total Fitness ADVERTISING MEDIA CHOICES & RATIONALE
- 23. ■ Wholesalers, distributors and retailers - Bloomingdales and Dash Boutique ■ Trade contest; sales training Sales person gets percentage commission from each sale Bigger percentage after the 10th pair sold TRADE ORIENTED SALES PROMOTION IDEAS
- 24. ■ Promotional and merchandising allowances, price deals, sales contests, and trade shows - Las Vegas trade shows ■ Trade promotion Special deal with Bloomingdales where Kanye and Kim shows up at the store for the grand opening ■ Point-of purchase - special padded underwear TRADE ORIENTED SALES PROMOTION IDEAS
- 25. ■ Product uniqueness is a big and solid strength ■ Overcoming weaknesses by partnering with more retailers and expand variety with time ■ All Directions Point WEST’s launch will be big and the future will be BOOTYful ■ Learned: ■ How to make marketing events ■ How to analyze a company’s SWOT ■ Make a memorable and sexy logo ■ Great packaging ■ Most important Work as a group CONCLUSION
- 26. THANK YOU! ALL DIRECTIONS POINT WEST