PortfolioLaura Sokolovska

2013

Branding and marketing management fashion and furniture

My name is Laura. I would like to introduce you with my work at TEKO. I am 4th semester braning and marketing -

fashion and furniture student.

CONTENTS

CONCEPT DEVELOPMENT

PANDORA PROJECT

2nd SEMESTER EXAM

E-MARKETING SWOT ANALYSIS

CONCEPT DEVELOPMENT

LEARNING OBJECTIVES:

• Adobe software - Illustrator, Photoshop, InDesign

• components of successful concept

• initiate and participate in the development of company`s concept,

• develop a visual identity for the company

• presentations of the concept

• meet company expectations and ensure the product`s sustainability

POSTER ASSIGNMENT

Poster that visually shows my personality, lifestyle and things I stand for.

2nd semester

CONCEPT DEVELOPMENT PROJECT

Demonstrate understanding of:

• different approaches of product development

• methodology for developing winning concepts

• what a concept is

• how to develop a viable concept

• develop a brand book using Adobe Photoshop, Illustrator and InDesign tools

Brandbookwhichcoveresallnecessaryrequirements.Ideaisprofitable-smartphonecaseswith

packet on back side and mirror inside. Clever logo and slogan.

It is possible to see actual brand book by using this link :

http://issuu.com/triinparnpuu/docs/ruu_brandbook

PANDORA PROJECT Project based on Pandoras current situation (2012) analysis in the market and their possibilities to

expand and remain its growth within the industry. As Pandora`s vision is to became world`s leading

jewerly brand.

Report is based on overall Pandora`s business approach and it is not focused on certain market. Ana-

lyzesaremadebyusingfinancialreportsof2010and2011.

PROBLEM FORMULATION

What should Pandora’s main focus areas be in order to achieve sustainable growth?

SUB-QUESTIONS:

1. What are the main directions on present global jewelry market?

2. How has Pandora differentiated itself from the competitors?

3. What marketing strategies have made Pandora so successful?

USE OF DIFFERENT MODELS:

PoD`s & PoP`s METHOD - examine the parity and differences between Pandora and competitors

ANSOFF`S MATRIX - opportunities for brand leverage and possible growth strategies.

• covers market penetration - better operation with social media

• market developing - entering new markets

• product development - customer preferences and trends

POINTS OF PARITY• concept• beads used for other brand bracelets • wide range of used material• targeted to women • affordable luxury goods

POINTS OF DIFFERENCE • price• product variety• brand equity/household name• value chain activities• CSR policy

2nd semester

PORTER`S FIVE FORCES -externalinfluenceonthecompany

• threat of new entrants - luxury brands which enters jewerly market

• threat of substitute products - passing trends, niche products

• bargaining power of consumer - demand, price sensitive customers

• bargaining power of suppliers - increasing raw material prices

• intensity of Competitive Rivalry - developing trend of charm bracelets, biggest competitors

Trollbeads and Chamilia

SWOT - Pandora`s internal factors (strenghts, weakness), external factors (opportunities, threats)

CBBE model

• brand salience - high brand awareness, recognizable brand elements

• brandperformance-designsatisfiescostumerneeds,eachpiecehasadifferentlook

• brand imagery - unique pieces wich let women express themselves

• brand judgments - qualitative and expensive, well designed and unique jewerly

• brand feeling - qualitative material, customized products

• brand resonance - high demand for Pandora`s products,

CONLUSION

Jewelry industry has been recovered and research shows that 2010 industry had a record sales

One of the Pandora`s statements is that unforgettable memories are worth to remember. Pandora

has a unique concept which lets costumers make their own jewelry designs by combining beads of

their choice. That is how Pandora wants to make their costumers to feel when they create ther de-

signed jewerly.

Pandoras brand book http://issuu.com/aleksandrataniberg/docs/pandora

EXAM

BACK TO FUTURE

experience trough the years • strong group of costumers big competition • fast movement • mobile way of thinking • rapid trend changes THREATS

ACTION PLAN

create a new play full image •no radical changes in the style •follow “VERO MODA” customer desires

create new unique fashion collection • mix two periods • design flexible garment transformationmake customer shopping process more modern • start pop-up store tour through Denmark cities

create application device related to fashion collection • advertise the application and collection

PROBLEM STATEMENT

How to refresh and improve “VERO MODA” image so they can standout between their competitors and keep up with their customers, in present time?

SUB QUESTION

How can Vero Moda give the expected product value to potential customers through the advertise-

ment?

Problem formulation is based on group work.Sub question and further project development is individual.

2nd semester

TARGET GROUP MOOD BOARD

Using guerilla marketing startegy considering MECCAS model which is based on means - end chain

MEANS product service

ENDvalue benefits

ADVANTAGES

• memorable

• lot of people would see

• pictures and video on socialedia media

• word of mouth

• create interest

When persone steps on slab which says “STEP ON ME“ on the building`s wall appears projection with Spartphone and VERO MODA`s new colection.

E-STRATEGY

SWOTConstrvct is a company which opperates only online. It is open fashion label, where everyone can

be a designer. Costumers can make prints for clothe from their photos, and order them custom

made to exact measurements.

INTERNAL ANALYSIS:

CONSTRVCT vs. COMPETITORS (Unitedstyle)

costume sizing •high - tech print •picture •ready - to - wear pricing •high - tech print •picture

ready - to - wear pricing

WEBSITE

U.S.36.8%ofvisitors•roughly2%visitsarereferredbySearchEngines•95.00%percentofSearch

Trafficcomesfroma“constrvct“query•Averagetime3minutes(48secondsoneachpageview)

29%visitorsarebounces(1pageviewonly)TYPICAL VISITORS

female•age:18-24•nochildren•collegeeducation

PROMISED EXPERIENCE:

product(price,promotion,range)•interactivity(customerjourney,flowanddataentry)•service

(fulfillment,support)

4th semesterINTERMEDIARIES

websiteslinkingtotheconstrvct.com•fashion/designservices•portals•blogs•Facebook•Twitter

EXTERNAL FACTORS

5S`s

sell-growsales•speak–getclosertocustomersthoughdialogueandparticipation•serve–addvalue

totheproduct•save–savecosts•sizzle–extendingbrandonline

PORTER`S FIVE FORCES

SUPPLIER POWER:

• limited number of suppliers

• high costs

• new potential competitors

• technological limitation

THREAD OF NEW ENTRY:

• Technological blockade for new companies

BUYER POWER:

• small

• costume made digital technology

• low number of concurrency

• gap between quality/price between concurrency

THREAT OF SUBSTITUTION:

• moderate

• low quality digital print clothing

• competitive rivalry:

• low in the similar models

• Difference in:

• quality

• price

• personalization

• technology

• High from the brander/ designer product in

the similar price range

E-STRATEGY

PEST

POLITICAL

• involvement of government in trade agreements

• funding, grants and initiatives

ECONOMICAL

• stateofinflation

• income per capita

• economical progress rate

• level of demand

• taxationspecifictotheproduct/service

• international trade/ monetary issues

TECHNOLOGY

• technology development

• modern communication channels

• modern manufacturing techniques

• research and developing funding

• information and communication

• global communication

• the IT capabilities

SOCIAL

• influenceoflanguageonuseofproductsin

the market

• lifestyle

• education

• fashion trends

• earning capacity

• consumer attitude and opinions

• company image

• buying access

• advertising and publicity

• population size and structure

STRENGTHS

• internet is a powerful (marketing) tool

• no stock holding

• buying access

• influenceoflanguageonuseofproductsinthe

market

• population size and structure

• being a part of the private sector, it is more

autonomous than public sector organizations

4th semester

WEAKNESSES

• high prices

• incapacity of production

• not enough advertising

• lack of capital

• ineffective use of social media

OPPORTUNITIES

• penetrate the Asian market

• sell directly to customers via a retail store

• develop an application for smartphones

• better designed and organized website

• use of social media to build a brand awareness

• THREATS:

• retail competitors

• many competitors

• opinion of people on green issues

• stateofinflation

• level of demand

• overseas economies and trends

• taxationspecifictoproduct/serviceand

country

• competitors provide similar service

POSTERS FOR TEKO FRIDAY BAR

laura.sokolovska@gmail.com160100@viauc.dk