Plan marketing : Caroll

Résumé du document

China represents today the most important potential market for all companies, from small to large ones. First, China is the hugest market in terms of inhabitants, and also in terms of economic growth as it has attained in less than 20 years, the fourth economic place in the world. For Caroll the market size, the executive women from the middle class, is approaching 4 million people only in the main cities on the eastern Chinese coast. Penetrating into the Chinese market for a brand like Caroll is not as easy at it seems. The legal environment can be hard to face, the brand will need a legal or some legal partners to set up a subsidiary in China. In terms of products, the brand will need to check the market, and realize the necessary surveys on consumers and trends, previous to and after its launch. In addition, a partnership with a local communication agency will not be much. Caroll will also have to adapt the core aspect of their products, such as, their sizes, their price, their colours in order to answer to the market trends; the location that the brand will choose is also crucial, as in China the location can make all the difference. This report will go over all the aspects that Caroll needs to take into consideration. In order to be more efficient, some special marketing tools will be used in the report.

Extraits

[...] Penetrate into the Chinese market for a brand like Caroll is not as easy at it seems. The legal environment can be hard to face, the brand will need a legal or some legal partners to set up a subsidiary in China. In term of products, the brand will need to check the market, and realize the necessaries surveys on consumers and trends, previous to and after its launch. In addition, a partnership with a local communication agency will not be too much. [...]

[...] They met a bigger success than expected, and at the end of the 70's they had almost 1000 retailers. The actual Caroll's concept was born at the beginning of the 80's when a ‘prêt a Porter' collection entered the shops. In 1984 the first subsidiaries had opened and Caroll, but that was not enough. The main changes occurred thanks to the group Andre (that became Vivarte in 2001) that have bought the Caroll's brand and have started the brand re- creation. [...]

[...] While doing the product it is really important. The last important point to consider is that Chinese would not buy an expensive product if made in China; they would rather buy a local brand than a European making the clothes in China. This introduces our next part on the retail market and the competition that we will face while entering the Chinese Market, and also the exact numbers present on this market. The competition and growth on the Chinese clothing market The chart bellows[10] show us the growth of the Chinese market and the value it can has. [...]

[...] Though the strategy has worked for premium brands, it may backfire for midpriced foreign brands that don't appeal to China's nouveau riche generation, says MasterCard International economist Yuwa Hedrick-Wong. "It doesn't scream, am rich.' They're more expensive than local alternatives; therefore they're nowhere," he says. The first statement is that Chinese are not specially looking for high image product as they have a lot of lower cost product. More over, Chinese are not buying like European, they are not looking for esteem but the self congruity influences their shopping behaviour. The fact below traduces well this difference: “Indeed, Mr. [...]

[...] Finally, from this analyse, we will be able to define a Marketing plan for Caroll to enter the Chinese market and to succeed in it. This marketing plan will present the 7 P's that the company needs to elaborate, the 3V's and all other aspect to set up before an implantation. Mission Statement of Caroll In any project that you may start the most important things is to build solid foundation and background. The mission statement is a sort of resume for a company. [...]