Say it with Godiva

Annarama JewelryMarketing PlanGroup Members: Jiao, Anna, Tatiana and Dane 2015

Company OverviewWhats in a name - Annarama.

Importing Vietnamese jewelries to Canada

First introduced in Winnipeg in Feb 2015

Planning to expand the business

Current Market SituationTypes of Jewelry Markets:

Fine jewelry Precious metals and gems

Costume jewelryBase metals, wood , glass beads, and nature stone

Current Market SituationContinue

ProductsHandmade costume jewelryFashion conscious Alternative choices

CompetitorsChained retailer Zale Canada IncTiffany & Co CanadaBirks Group IncOther global e-commerce retailers

SWOT analysisStrengthsWeaknessesProduct diversity & uniquenessLaborers are unaware of requirementsSet different pricesLack of technology & skilled laborHigh quality and low priceLack of products promotionOpportunitiesThreatsIncrease in demand for our productsGlobal and local competitionsGrowth in E-commerce in North AmericaCompetition for similar products and business model

Objective

Country AnalysisCanada Aesthetics

Technology

Legislation

Economics

Marketing MixProductHigh-quality handmade jewelry made of Vietnamese natural materials

PlaceAmazon.ca Retail Shops Brick & Mortar Stores

PriceA pricing strategy based on the total cost

Marketing MixPromotionAdvertising

Printed materials, advertising on different websites , creating social networks pages

Sales promotions:

Discounts. Only from April 1sttoApril 7th. The discount of 25% for all products.

Product Combination. Bracelet free with Necklace.

Contests. Make a repost of our Instagram/Facebook Page and get a chance to win a free Jewelry Set.

Market StrategiesThe Target MarketAdults ages 18-50Health BenefitsVariety of vibrant colorsFashionable, trendy and jewelry lovers

Market Entry strategyE-commerce

Annarama Facebook PageCreate a Facebook Fan PageFeatures:Photographs of Annarama collectionsPromotions for fans, using coupons specifically sent out over FacebookWeekly updatesAllow fans to follow our company

Say Annarama with a tweet

Username: #SayAnnaramajewelry#Account will featurePhotographs highlighting our jewelry collection. (Update weekly)Daily tweets linking to other social media pages and online stores. Eg Amazon.ca

Action PlanDefine customer and market segment

Set goals and marketing Strategy

Define budget, timeline and resources

Establishing Price

BudgetStart-up Capital ($3,500 for purchases and marketing)Import from Vietnam (1000 Units)3-months Marketing Expenses ($1,200)Selling Price range - $5 to $30Projected Revenue for the 3-months ($10,000)

BudgetMarketing ExpendituresAprilMayJuneTotalsOnline Ads$20.0020.0020.0060.00Coupons$30.00$30.00$30.00$90.00Print $15.00$15.00$15.00$45.00Radio $50.00$50.00$50.00$150.00Facebook $33.00$33.00$33.00$99.00Twitter$22.00$22.00$22.00$66.00Instagram$24.00$24.00$24.00$72.00Promotional item$100.00$100.00$100.00$300.00Magazines$100.00$100.00$100.00$300.00Total Marketing Apr-Jun $394.00 $394.00 $394.00 $1,182.00 Total company sales Apr-Jun $2,500.00 $3,500.00 $4,000.00 $10,000.00 Marketing as a % of sales15.760%11.257%9.850%11.820%Detailed List of Marketing Expenditure

Control Number of Customers visits

Sales Volume

Referenceshttp://www.ebay.com/bhp/natural-stone-beads

https://www.pinterest.com/idigcrystals/natural-stone-bracelets/

http://jvbuyer.blogspot.ca/2012/05/handmade-bracelet-vietnam-jade-stones.html

http://www.omafra.gov.on.ca/english/busdev/facts/10-029.htm