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建立人际资源圈Black Box Boutique Marketing Plan
2020-02-24 来源: 51Due教员组 类别: Essay范文
女性时尚产业是一个永不衰落的产业。像餐饮业一样，它可能是最古老的行业，消费需求也会不断增加，更重要的是，我们可以从时装业和那些想跟踪最新街头时尚潮流和流行品牌的人那里获得高额利润！而由于利益驱动和长远发展，时尚产业已经发展成为比较完整的产业。价值链的每一部分都是相对透明的，这会给我们信心。与其他人不同的是，我们不仅关注时尚达人，还密切关注那些不真正追求时尚的人，试图激发他们改变形象的潜在欲望。我们以中产阶级女性为目标，提供价格合理的服装和配饰。
The Executive Summary
i.Brief description of the market
Women fashion industry is the one that never decline. Like cater industry, it may be the oldest industry and there will always be increasing consumption demands, and more importantly, we can get high profits the fashion industry and from those who want to keep track of the latest street-style trends and popular brands! And because of the interest drive and long term development, the fashion industry has developed into comparative complete industry. Every section of the value chain is comparative transparent, which will give us confidence. And what we differ from others is that we not only concern about fashionistas but also keep close attention to those who don’t really go after fashion and try to stimulate their potential desire for changing their image. We aim at the middle class ladies by providing affordable clothing and accessories.
ii.The product being offered
First, we offer the latest collections from New Zealand and international fashion brands. Second, we carry out the www.MyLittleBlackBox.com. Revolution, delivering mysterious black box(with a small accessory like a bracelet, earrings, or other surprise) to our members to give them surprise and chance to change. Third, we offer the place and service to hold parties of events and give out Gift Certificates to customers to shop in our boutique.
iii.The strategy behind the plan
We convince girls that fashion is a way for women to appreciate themselves and the little black box, arriving monthly, is a reminder to each individual woman that she is awesome and a chance to push themselves outside of their personal comfort zones, to find a new hidden corner of their souls by experimenting with fashion. Therefore, customer buy our products driven by desire to change and improve themselves from their deeper inside, which is good to cultivate customer loyalty.
The Market
Customers
Our targeted customer can be divided into 3 segments.
a.Those who are in to brands and the latest trends, know exactly what they like and what is suitable for them and don’t have so much loyalty to any brand or any boutique. They want something fashionable and new to make them unique, no matter where to buy from the staff. For this part, we have to let them know that we offer a wide variety of boutique style clothing for women that are accomplishing amazing things in the world. And to increase the shopping time, we should provide them continuous new arrivals and special offs from us.
We can reach this group by locate our store in the center of fashion boutique. Only real fashionable clothing or accessories can touch them. They need some stimulation from material object and good-looking after wearing them. The center of fashion boutique can make our store exposed to as many potential customers as possible. And every promotion action can be seen by potential customers.
And we can reach them by the internet. The internet links to huge numbers of potential customers. And there are many different ways to reach them. For example, promote our store on social medias like Facebook, Twitter, Pinterest, Youtube, Flickr, Linked in. Every social media has its common promotion model that are most likely to lead to success. We should hire some people specialized in SNS marketing area to do the related work. And we may invest in some content forum, which is related to fashion information in real-time. Guide potential customers onto our website from content forum. And we can utilize existing customers to attract more of their friends by establish a reasonable reward system for introducing new customers or spreading our brand and our marketing concept.
b.Those women who like to experience surprise and enjoy the feeling of mysterious and have the desire to change themselves. This group admire what we suggest - Every woman is an extraordinary explosion of personality. Every woman is an unfinished canvas, we can use style, fashion, and accessories as a gateway to our big dreams and ambitions. Therefore, they buy our products after buying our marketing concept. We can cultivate their loyalty for us. What they expect from us is that the capability our products and concept can make her want to change. It is very important to maintain our products “capability”. This is the core to decide whether they would accept our offerings.
For this customer segment, we can only reach them by spreading our company’s concept clearly. We have to link to those things that this group will be concerning about. And it remains a lot of work to do in this part. We have to collect the potential customers information as much as possible. To get more information from customers, we have to figure out their psychological characteristics and write a good copy to convince them that we can make them feel the surprise and have the wish to change and thus encouraging them to leave their message. After collecting their personal information, we have to dig out the hidden corner of their souls, find out what they might accept and like. Such professional analysis need to be done by professional psychoanalyst. Because we want to find out something to make the customers acknowledge that there’s a little piece of THAT woman in her. We create self-identification and then create customers and revenue.
c.Those who need to hold parties, like birthday party, retirement party, or wedding/baby shower, in a new place and in a distinguished way. In this part, we attract the potential customers by good intensions and services, and the most important point by low price. It only charges 500 dollars to hold a wonderful party. We close the store down for 2 hours so that it's exclusive for their event. And we provide 20 gift certificates of $25 each for guests to use at the event, which means, the party host bring 20 potential customers for us! We serve them the first chance to shop in our store, we give the fist chance to experience what is good in our store. This is a remarkable way to promote our store. Besides, people alike gather together. People that come to party are likely to have the same taste as the host and is very much likely to consume in our store too.
We can find this group of customers through party-related stores, which means we can collaborate with these stores to bring customers. And we can find them on the internet. The online marketing is a part of work we can never ignore.
Company Analysis
SWOT analysis
Strength:
1. Black Box Boutique is an extension of the www.MyLittleBlackBox.com movement. This movement was launched in 2013 and has gain a certain number of subscribers. And it proves to be effective movement to attract people.
2. The concept of delivering black box monthly to women is acceptable by most independent women, but so far it has much space to expand, there are still many potential customers remaining to be contact.
3. Black Box Boutique focuses on women clothing and accessories, which will surpass other clothing retailers.
4. The core competitive force of Black Box Boutique is the special and unique black box sent to customers, the business is customized, considerate and the model is impossible to clone. To be the first one to do such thing is one of the biggest strength of Black Box Boutique.
Weakness:
1. The products sent in the black box need to be diverse and special, which means the process of purchasing the goods is not stable, the product line is not stable, and this will lead to management difficulties to the company. And, the product offering ability is one of the core factors a company should pay attention to.
2. The business model is hard to duplicate, so the expansion will be slow. It is not likely to increase its revenue significantly in a short term.
Opportunities:
1. Black Box Boutique can reach its potential customers mainly via the internet, which is less costly than traditional media and will reduce the marketing expense of the company.
2. It can collaborate with some big shopping mall to approach its customers by providing special offers.
3. Providing party place to a party host to attract and give the chance for customers to experience the service and goods.
Threats:
1. Fashion industry is not an industry with high threshold, and not an industry easy to cultivate loyal customers. Customers are easy to change their mind whether to shop in our store.
2. The boutique's success may lead to the market entry of other competitors and copy brands that pose potential threats.
Maybe some better idea about women clothing will show up and catch people's attention.
Collaborators
We may collaborate with these partners:
1. Popular brand clothing producers.
We should be the home to most popular clothing brand to provide various clothing and accessories to customers. These brand will work with us depends on whether we are consistent with their positioning.
2. Famous shopping mall
Shopping malls usually have large sum of customers, cooperate with them is the fastest way to expose our store to potential customers. And in return, if we are attractive enough, we can also bring customers for the shopping mall too. At that time, we own the ability to gather the customers.
3. distributors
The fashion products can be sold by distributors too, not including the black box sent monthly to customers. We have to make sure every distributor provide the same level service as we do.
4. special accessories brands
To enrich the black box product line, we have to contact many special accessories brands of different style to meet the needs of customers in different style.
Competitors
Our competitors are all kinds of clothing and accessories retailers. The difference between us is that we not noly provide real products, but also the idea to push them out of their comfort zone. We not only care about their image, help them to improve, but also care about their inner soul. We not only aimed at the fashionable people, but also those who are not so fond of new and fashionable clothes.
Business Climate
1. Economic climate: with the recovery of economic and with the increasing income of people, people are willing to pay more on personal improvement. And the per price of clothing is increasing, thus the profit of clothing industry is increasing.
2. Social and cultural climate: with the development of consuming habit, people are more mature and tend to buy brand products. The market competition will finally be the competition between brands, it's time to establish a brand. What's more, people nowadays buy clothes not just for basic needs, but for showing their personality, telling others what they like. So the brand competition is the competition of "difference".
3. Technological climate: the development of the social medias make it easier to contact with our customers, it's good for company that need to contact with customers much. We can get customers feedback and suggestions instantly.
The Offering
1. we offer the latest collections featuring chic and special from New Zealand and international fashion brands, the price of these products stay similar with other retailer. Those who are in to brands and the latest trends, know exactly what they like and what is suitable for them are most likely to respond to these offerings.
2. We carry out the www.MyLittleBlackBox.com. Revolution, delivering mysterious black box(with a small accessory like a bracelet, earrings, or other surprise) to our members to give them surprise and chance to change. The little black box, arriving monthly, is a reminder to each individual woman that she is awesome. Since no woman can choose what will arrive in her box, many began experimenting with new looks, thereby pushing themselves outside of their personal comfort zones when it comes to fashion. Women around the world were finding a new hidden corner of their souls by experimenting with fashion. With this new experimentation in fashion, came confidence....confidence to go after all of their wildest dreams. Those women who like to experience surprise and enjoy the feeling of mysterious and have the desire to change themselves are most likely to respond to this program. As for the price, the little box can charge lower price to attract the first batch of customers. And the larger ones could be set higher.
3. we offer the place and service to hold parties of events and give out Gift Certificates to customers to shop in our boutique. Those who need to hold parties, like birthday party, retirement party, or wedding/baby shower, in a new place and in a distinguished way are most likely to respond to such offering. No need to prepare, and no need to clear up after party, no need to pay extra charges, we provide 20 gift certificates of $25 each for guests to use at the event.
The Communication Plan
Considering the product nature we offer, we may carry out these communication plan, ranked in most effective to least:
1. Plan a special event. Find a sample, record how she finds us, and how she is touched by our concept and copy, and how she changes with our black box. Make it a short movie to spread on various social media. People need to know others get the courage to fulfill their dreams with our product before trying. Or we can make it a competition. People spell out their inner desire, and those who accomplish it can win something from our store.
2. Conduct public relations endeavor. We are kind of selling our concept and idea and culture companies. This kind of company needs to be publicized. We can establish our brand through news and word of mouth in a short time.
3. online marketing and advertising. This is one of the most cost-effective way to promote our brand and can reach our customer precisely.
4. Cooperate with big shopping malls special activities. With the help of them, expose to customers. Maybe we need some input in this part.
5. Cooperate with some activities held by colleges or other society organizations. This costs less but do much to reach our potential customers.
Conclusion
The highlights of the plan are repeated; including a summary of the target market, the offer, and the communication plan.
In conclusion, the Black Box Boutique offers women chic fashionable clothing and accessories and monthly send a mysterious black box to customers to arouse their inner image to give them courage to make a change. And we offer party place for customers to hold a party and we get potential customers from that.
To reach the target market, we can promote our brand through special event, online marketing strategy.
And to reach the expectations of customers, we should focus on 3 most critical things.
1. Be active and considerate when collecting the customers information. Be professional when analyzing the customers information. Be effective when giving advice to certain customers by sending certain style goods to them step by step. In other words, we need to know our customers well, so that we can find out what's in them, and what's suitable for them, what's likely for them to try on. This needs a lot of work, needs patience and profession in psychology area.
2. Keep updating the offerings. This is very critical. People need different stimulations. You want to make money from customers continuously, then you have to offer various surprise continuously. Therefore, it request much from supply chain. Keep the stability and innovation of the purchasing team.
3. Pay close attention to online marketing. This is the marketing trend, we should hire some professional people to dig in it.
51due为留学生提供最好的作业代写服务，亲们可以进入主页了解和获取更多代写范文提供作业代写服务，详情可以咨询我们的客服QQ：800020041。
The Executive Summary
i.Brief description of the market
Women fashion industry is the one that never decline. Like cater industry, it may be the oldest industry and there will always be increasing consumption demands, and more importantly, we can get high profits the fashion industry and from those who want to keep track of the latest street-style trends and popular brands! And because of the interest drive and long term development, the fashion industry has developed into comparative complete industry. Every section of the value chain is comparative transparent, which will give us confidence. And what we differ from others is that we not only concern about fashionistas but also keep close attention to those who don’t really go after fashion and try to stimulate their potential desire for changing their image. We aim at the middle class ladies by providing affordable clothing and accessories.
ii.The product being offered
First, we offer the latest collections from New Zealand and international fashion brands. Second, we carry out the www.MyLittleBlackBox.com. Revolution, delivering mysterious black box(with a small accessory like a bracelet, earrings, or other surprise) to our members to give them surprise and chance to change. Third, we offer the place and service to hold parties of events and give out Gift Certificates to customers to shop in our boutique.
iii.The strategy behind the plan
We convince girls that fashion is a way for women to appreciate themselves and the little black box, arriving monthly, is a reminder to each individual woman that she is awesome and a chance to push themselves outside of their personal comfort zones, to find a new hidden corner of their souls by experimenting with fashion. Therefore, customer buy our products driven by desire to change and improve themselves from their deeper inside, which is good to cultivate customer loyalty.
The Market
Customers
Our targeted customer can be divided into 3 segments.
a.Those who are in to brands and the latest trends, know exactly what they like and what is suitable for them and don’t have so much loyalty to any brand or any boutique. They want something fashionable and new to make them unique, no matter where to buy from the staff. For this part, we have to let them know that we offer a wide variety of boutique style clothing for women that are accomplishing amazing things in the world. And to increase the shopping time, we should provide them continuous new arrivals and special offs from us.
We can reach this group by locate our store in the center of fashion boutique. Only real fashionable clothing or accessories can touch them. They need some stimulation from material object and good-looking after wearing them. The center of fashion boutique can make our store exposed to as many potential customers as possible. And every promotion action can be seen by potential customers.
And we can reach them by the internet. The internet links to huge numbers of potential customers. And there are many different ways to reach them. For example, promote our store on social medias like Facebook, Twitter, Pinterest, Youtube, Flickr, Linked in. Every social media has its common promotion model that are most likely to lead to success. We should hire some people specialized in SNS marketing area to do the related work. And we may invest in some content forum, which is related to fashion information in real-time. Guide potential customers onto our website from content forum. And we can utilize existing customers to attract more of their friends by establish a reasonable reward system for introducing new customers or spreading our brand and our marketing concept.
b.Those women who like to experience surprise and enjoy the feeling of mysterious and have the desire to change themselves. This group admire what we suggest - Every woman is an extraordinary explosion of personality. Every woman is an unfinished canvas, we can use style, fashion, and accessories as a gateway to our big dreams and ambitions. Therefore, they buy our products after buying our marketing concept. We can cultivate their loyalty for us. What they expect from us is that the capability our products and concept can make her want to change. It is very important to maintain our products “capability”. This is the core to decide whether they would accept our offerings.
For this customer segment, we can only reach them by spreading our company’s concept clearly. We have to link to those things that this group will be concerning about. And it remains a lot of work to do in this part. We have to collect the potential customers information as much as possible. To get more information from customers, we have to figure out their psychological characteristics and write a good copy to convince them that we can make them feel the surprise and have the wish to change and thus encouraging them to leave their message. After collecting their personal information, we have to dig out the hidden corner of their souls, find out what they might accept and like. Such professional analysis need to be done by professional psychoanalyst. Because we want to find out something to make the customers acknowledge that there’s a little piece of THAT woman in her. We create self-identification and then create customers and revenue.
c.Those who need to hold parties, like birthday party, retirement party, or wedding/baby shower, in a new place and in a distinguished way. In this part, we attract the potential customers by good intensions and services, and the most important point by low price. It only charges 500 dollars to hold a wonderful party. We close the store down for 2 hours so that it's exclusive for their event. And we provide 20 gift certificates of $25 each for guests to use at the event, which means, the party host bring 20 potential customers for us! We serve them the first chance to shop in our store, we give the fist chance to experience what is good in our store. This is a remarkable way to promote our store. Besides, people alike gather together. People that come to party are likely to have the same taste as the host and is very much likely to consume in our store too.
We can find this group of customers through party-related stores, which means we can collaborate with these stores to bring customers. And we can find them on the internet. The online marketing is a part of work we can never ignore.
Company Analysis
SWOT analysis
Strength:
1. Black Box Boutique is an extension of the www.MyLittleBlackBox.com movement. This movement was launched in 2013 and has gain a certain number of subscribers. And it proves to be effective movement to attract people.
2. The concept of delivering black box monthly to women is acceptable by most independent women, but so far it has much space to expand, there are still many potential customers remaining to be contact.
3. Black Box Boutique focuses on women clothing and accessories, which will surpass other clothing retailers.
4. The core competitive force of Black Box Boutique is the special and unique black box sent to customers, the business is customized, considerate and the model is impossible to clone. To be the first one to do such thing is one of the biggest strength of Black Box Boutique.
Weakness:
1. The products sent in the black box need to be diverse and special, which means the process of purchasing the goods is not stable, the product line is not stable, and this will lead to management difficulties to the company. And, the product offering ability is one of the core factors a company should pay attention to.
2. The business model is hard to duplicate, so the expansion will be slow. It is not likely to increase its revenue significantly in a short term.
Opportunities:
1. Black Box Boutique can reach its potential customers mainly via the internet, which is less costly than traditional media and will reduce the marketing expense of the company.
2. It can collaborate with some big shopping mall to approach its customers by providing special offers.
3. Providing party place to a party host to attract and give the chance for customers to experience the service and goods.
Threats:
1. Fashion industry is not an industry with high threshold, and not an industry easy to cultivate loyal customers. Customers are easy to change their mind whether to shop in our store.
2. The boutique's success may lead to the market entry of other competitors and copy brands that pose potential threats.
Maybe some better idea about women clothing will show up and catch people's attention.
Collaborators
We may collaborate with these partners:
1. Popular brand clothing producers.
We should be the home to most popular clothing brand to provide various clothing and accessories to customers. These brand will work with us depends on whether we are consistent with their positioning.
2. Famous shopping mall
Shopping malls usually have large sum of customers, cooperate with them is the fastest way to expose our store to potential customers. And in return, if we are attractive enough, we can also bring customers for the shopping mall too. At that time, we own the ability to gather the customers.
3. distributors
The fashion products can be sold by distributors too, not including the black box sent monthly to customers. We have to make sure every distributor provide the same level service as we do.
4. special accessories brands
To enrich the black box product line, we have to contact many special accessories brands of different style to meet the needs of customers in different style.
Competitors
Our competitors are all kinds of clothing and accessories retailers. The difference between us is that we not noly provide real products, but also the idea to push them out of their comfort zone. We not only care about their image, help them to improve, but also care about their inner soul. We not only aimed at the fashionable people, but also those who are not so fond of new and fashionable clothes.
Business Climate
1. Economic climate: with the recovery of economic and with the increasing income of people, people are willing to pay more on personal improvement. And the per price of clothing is increasing, thus the profit of clothing industry is increasing.
2. Social and cultural climate: with the development of consuming habit, people are more mature and tend to buy brand products. The market competition will finally be the competition between brands, it's time to establish a brand. What's more, people nowadays buy clothes not just for basic needs, but for showing their personality, telling others what they like. So the brand competition is the competition of "difference".
3. Technological climate: the development of the social medias make it easier to contact with our customers, it's good for company that need to contact with customers much. We can get customers feedback and suggestions instantly.
The Offering
1. we offer the latest collections featuring chic and special from New Zealand and international fashion brands, the price of these products stay similar with other retailer. Those who are in to brands and the latest trends, know exactly what they like and what is suitable for them are most likely to respond to these offerings.
2. We carry out the www.MyLittleBlackBox.com. Revolution, delivering mysterious black box(with a small accessory like a bracelet, earrings, or other surprise) to our members to give them surprise and chance to change. The little black box, arriving monthly, is a reminder to each individual woman that she is awesome. Since no woman can choose what will arrive in her box, many began experimenting with new looks, thereby pushing themselves outside of their personal comfort zones when it comes to fashion. Women around the world were finding a new hidden corner of their souls by experimenting with fashion. With this new experimentation in fashion, came confidence....confidence to go after all of their wildest dreams. Those women who like to experience surprise and enjoy the feeling of mysterious and have the desire to change themselves are most likely to respond to this program. As for the price, the little box can charge lower price to attract the first batch of customers. And the larger ones could be set higher.
3. we offer the place and service to hold parties of events and give out Gift Certificates to customers to shop in our boutique. Those who need to hold parties, like birthday party, retirement party, or wedding/baby shower, in a new place and in a distinguished way are most likely to respond to such offering. No need to prepare, and no need to clear up after party, no need to pay extra charges, we provide 20 gift certificates of $25 each for guests to use at the event.
The Communication Plan
Considering the product nature we offer, we may carry out these communication plan, ranked in most effective to least:
1. Plan a special event. Find a sample, record how she finds us, and how she is touched by our concept and copy, and how she changes with our black box. Make it a short movie to spread on various social media. People need to know others get the courage to fulfill their dreams with our product before trying. Or we can make it a competition. People spell out their inner desire, and those who accomplish it can win something from our store.
2. Conduct public relations endeavor. We are kind of selling our concept and idea and culture companies. This kind of company needs to be publicized. We can establish our brand through news and word of mouth in a short time.
3. online marketing and advertising. This is one of the most cost-effective way to promote our brand and can reach our customer precisely.
4. Cooperate with big shopping malls special activities. With the help of them, expose to customers. Maybe we need some input in this part.
5. Cooperate with some activities held by colleges or other society organizations. This costs less but do much to reach our potential customers.
Conclusion
The highlights of the plan are repeated; including a summary of the target market, the offer, and the communication plan.
In conclusion, the Black Box Boutique offers women chic fashionable clothing and accessories and monthly send a mysterious black box to customers to arouse their inner image to give them courage to make a change. And we offer party place for customers to hold a party and we get potential customers from that.
To reach the target market, we can promote our brand through special event, online marketing strategy.
And to reach the expectations of customers, we should focus on 3 most critical things.
1. Be active and considerate when collecting the customers information. Be professional when analyzing the customers information. Be effective when giving advice to certain customers by sending certain style goods to them step by step. In other words, we need to know our customers well, so that we can find out what's in them, and what's suitable for them, what's likely for them to try on. This needs a lot of work, needs patience and profession in psychology area.
2. Keep updating the offerings. This is very critical. People need different stimulations. You want to make money from customers continuously, then you have to offer various surprise continuously. Therefore, it request much from supply chain. Keep the stability and innovation of the purchasing team.
3. Pay close attention to online marketing. This is the marketing trend, we should hire some professional people to dig in it.
51due为留学生提供最好的作业代写服务，亲们可以进入主页了解和获取更多代写范文提供作业代写服务，详情可以咨询我们的客服QQ：800020041。
