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PRESENTS
ONE CONCEPT
THAT MAY CHANGE
YOUR BUSINESS OR PART OF IT
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Content of your 360o Business concept
WHAT
•
the idea
•
consumers
•
b2b customers
--------------------------------HOW
•
visuals
•
range
•
technical details
•
the process
---------------------------------WHY
•
your benefits
•
SWOT
----------------------------------RESULT
•
market potential
•
P&L assumption
•
budget - b2b partners
-----------------------------------BONUS
•
bonus idea for you
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WHAT & HOW?
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The idea
•
sell Swarovski tattoos & waist-chains at clubs (discos, lounge, bars)
•
create shiny branded Swarovski corner for clubs as selling point
Consumers
•
primary TG: 16-30 y.o. ladies
•
decision maker: young ladies, boyfriends, candidate boyfriends
•
insight: when visit clubs, I want to show-off, shine and attract.
B2b customers
•
discoteques / clubs / lounge / bars
•
insight: search new products/services to offer and entertain consumers
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Corner design
version 1
BRANDING
HERE
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Corner design
version 2
BRANDING
HERE
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Range
1
lace tattoos
2
design NEW
tattoos
tattoos - classic
+
_
exclusive
for club X
3
tattoos - premium
4
waist-chains
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Corner - technical details
•
size: L/H/D
big: 3/2.5/2m
•
material:
plexiglass, aluminum construction
•
layout:
to be decided
•
weight:
big size: app. 300 kg, lighter version: app. 50 kg
•
durability:
app. 2-3 years
•
portability:
big size: by van, lighter version: by car/hand
•
detachable:
yes
Branded promo girls clothes - to be designed exclusively for Swarovski. Examples below
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The process
SWAROVSKI DEALER
• provides HOT spot inside
• Swarovski local dealer negotiates with HOT clubs
• follow proposed layout
• displays/corners to be provided by Swarovski : free ,
upon payment or upon guarantee – to be decided
and range
• promo girls cost to be covered by Swarovski
• follow recommended shelf
• training of promo girls to be provided by Swarovski:
application methods + fashion trends
selling price (optional )
• order & pay goods as per
agreement
• delivery of goods, invoicing, payment – as per
current Swarovski policy
HOT CLUB
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At point of sale
Promo lady assists consumers:
•
to customize tattoo shape
•
with application
More entertainment
•
Swarovski awards night contest (beauty, creativity, women / men vote etc.)
•
Consumer loyalty – experience all 12 fashion series – get a prize
Selling idea
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WHY WE DO IT?
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Your benefits
marketing
at point of sale
awareness
visibility
new business
ATTRACT
new segment
penetration / trial
more clients / traffic
volume push
consumer loyalty
bigger basket
profit increase
frequency
convertion rate
market share growth
NEW CONSUMPTION
more time spent
distribution
image
less time spent
cost optimisation
PR
clients’ loyalty
payment collection
preference
x
business
x
other
x
EMOTION
price effect
Note: Opening of new Points of sale and positive emotions will bring more volumes and loyal consumers.
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SWOT analysis
STRENGHTS
• first on the market, monopolistic sales/profit
• strengthen brand, confirm innovative image
WEAKNESSES
• not a self-running channel - constant
renovation required e.g. Contest, fashion
collections, new collections etc.
• low initial investment
• distinctive for clubs versus their competitors,
attraction for consumers
• possible extensions:
a. mobile phone accessories
b. man’s range
a.
b.
• purchase of non-Swarovski products
and sell it under Swarovski brand =>
apply the same control mechanics as in retail
outlets
? black stones tatoos
OPPORTUNITIES
THREATS
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BIZ PLANNING / FINANCIALS
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Market potential
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Revenue estimations
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P&L
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Assumptions
• penetration of 25% is an assumption, it might be 80%, no historical referent numbers
• Net selling price proposed => online Swarovski prices + 32%
• Gross Margin of 32% is used = mark up, assumed “0” GM of proposed SKUs
• brand awareness, penetration and other Marketing KPIs that bring value/profit in the future
could not be assessed by the author today and are not included as an “asset” in this model
Possible P&L optimisations
• corner cost - shared with clubs
• promo girls cost - shared with the clubs
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Clubs’ financial KPIs
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FUTURE WITH US
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To develop this concept even further , we can provide ...
Marketing 360o concept
incl. loyalty programs for consumer and b2b customers, men’s collection etc.
Communication 360o concept
incl. TG analysis, channels, messages, creative, designs
Web 360o concept
incl. presence, web site concept, hot to promote, clubs community online
Trade marketing 360o concept
incl. display layout, promo girls clothes & accessories, contests scenarios, trade POS materials, trade
negotiations toolkit
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Bonus Idea (Rough yet)
WHAT ABOUT MEN’S CORNER AT CLUBS ?
SWAROVSKI BINOCULAR TO WATCH THE LADIES IN THE CLUB
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THANK YOU FOR YOUR ATTENTION !
The following people has taken part in the creation of the concept:
Rough Idea Author:
Rennie Popcheva
Project Manager:
Rennie Popcheva
Industrial Design:
HMW group - http://hmw-group.com/
Financial Advisor:
Teodora Pankova
Copyright © 2009, Concept for you LLC, All Rights reserved.
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