Topic: Luxury brand Chanel in Stockholm, Sweden Launch (Business Plan)
Description:
Luxury Fashion Brand Chanel potentially will open their flagship store in Stockholm, Sweden. Potential locations: Birge Jarlsgatan Street or NK Shopping Mall.
This project is aimed to research an existing luxury brand and consider how it would launch and adapt when taken to a new audience.
Consideration must be taken on how the brand launch and events fit into the overall strategic plan.
SUGGESTED REPORT LAYOUT:
1. Introduction:
– The brand & the luxury market
2. Overview of the brand:
– The use of branding models
– Brand identity
– Brand DNA
– Brand Heritage
(In this chapter possibly include different models such as: The Aacher Model, The Brand Personality Ring, The Pyramid Model, the Holistic Brand Percepective. Explanation of these models are attached on PDF slides)
3. Why Sweden and what must be in place before embarking on the market extension?
– Elements to support the reason for entry using micro and macro environmental factors: PESTEL & SPICC
-Competitiveness of the market
-Characteristics of the market to support the market extension
-Other factors
4. Who are the audience/customers?
-Segmentation, Targeting & Positioning
-Customer Profile
5. Market Development strategies
-Extension strategies through your 8Ps
-Market development strategy: Ansoff’s Matrix
6. Proposed event (Made up)
-Five Ws (Why/who/what/where/when)
7. Communication Plan (pre-event, event, post-event)
What and how will be used before the event and before the store opening
-Advertising
-PR
-Sales Promotion
-Direct Marketing
-Personal Selling
-New Media
8. Conclusion & Recommendations
-Summarise the plan
-Make recommendations for the medium to long term marketing approach for the brand