Design a marketing plan for Lise Charmel in China

Résumé du document

Compared to lingerie brands for men and women such as Athéna, Triumph, Hom, Chantelle, Well, or Princesse Tam Tam, Lise Charmel is a real reference. In terms of fashion, the Lise Charmel product line fits the market perfectly, and emphasizes on the silhouette and the forms of the women, which is what make them so famous.

Today, this sector is not led so much by talent and beauty, as by marketing and communication. If a company creates good marketing campaigns and takes good decisions which help maintain low costs, it is bound to be successful. Of course the products must be in line with the prevalent fashion, but that is not a difficult target for Lise Charmel.

Based on their success, it would be interesting for them to enter one of the biggest markets of the world, the growing Chinese market. Brands like Princesse Tam Tam have already done it, and according to their figures, it seems to work. How a company can avoid 600 million potential customers? That would be nonsense.

A marketing plan would help encourage them to get into such a market, and that is what we will supply.

Extraits

[...] More and more people are moving to urban areas has led to an increased consumer base willing to consume. Moreover, they came out with more and more sophisticated demands. In order to do business in China, you have get the Right Guanxi" with the relevant authorities and the right network of people working in politics that will determine the competitive standing of the organization in China. Above all, this network will facilitate the every day life in China by avoiding many political and administrative barriers. [...]

[...] The Ernest & Young report reveals that of women consumers are spending 60% or more of their monthly wages”[3]. Luxury demand in China Today, the Chinese are the third largest customers of luxury brands, just behind the US and Japan. According to the Economic Reference Journal, “China had already become third in world consumption of luxury goods, contributing to 20% of world consumption. In the next four years, China's demand for luxury goods will reach an annual compound growth rate of 25% and in 2008 will have a 19% market share, in surpassing Japan.”[4] Indeed, China has a huge potential as a luxury market. [...]

[...] However we can fear a dramatic shift in exchange rates. Government intervention in the free market: Concerning the retail market, the Ministry of Commerce (Mofcom) is still supporting local retailers, providing the 20 top of them with financial help. The underwear market in china is growing at an annual rate of 30 percent. It is one of the most attractive segments within the garment industry with an annual production value of 55 billion Yuan. According to CNCIC (China national commercial information centre) “knitted underwear account for of total apparel retail sales of major department stores in Social There are over 600 million women in China but in lower percentage in 2002) than men due to the one-child policy. [...]

[...] Promotion Advertising: As Lise Charmel is unknown at the moment in China, our first goal is to make customers aware about the brand. To do so, we will adopt a strategy”, using mass media advertising campaigns. “high streets and shopping centers advertising are the most powerful means of communication for global retail brands entering the country”[10]. In order to have the most efficient communication tool, we will use local advertisement on site. Moreover, the campaign will appear in fashion magazines such as: Vogue, Cosmopolitan and ELLE. [...]

[...] - Knowledge of the Chinese market - High threat due to aggressive and concentrated competition: the 10 top brands accounting for two-third of the market shares. Competitive Rivalry - Foreign and local women's brands implemented in wealthiest cities - “Haute couture” brands & elegant underwear business Supplier power - Large number of suppliers - Low cost suppliers - Most competitors are already dealing with local suppliers Threats of substitution - Counterfeits - Similar Chinese brands - Other consumer goods such as food, housing utilities etc . [...]