Hand Bag
Hand Bag
Hand Bag
Session 2019-20
Name
Roll No
Index
Introduction
My competitions
PRADA
SWOT analysis
Tommy Hilfigier
Swot Analysis
Gucci
Swot Analysis
Louis villion
Swot
MY Product
USP of my product
Features
Branding
Pricing
Distribution channel
Production
Social message
Bibliography
Acknowledgement
Marketing Management is concerned with all those activities which are essential to
determine and satisfy the needs of customers so as to achieve the objectives of
business. Thus, the prime objective of marketing management is to achieve the
objectives of the business.
1. To satisfy the customers: The marketing manager must scientifically study the
demands of customers before offering them any goods or services. Selling the
goods or services is not that important, as the satisfaction of the customer’s needs.
2. To increase profits for the growth of the business: The marketing department is
the only department which generates revenue for the business. Sufficient profits
must be earned as a result of sale of want-satisfying products.
3.To generate customer base for the business: The Marketing manager must attract
more and more customers to buy the firm’s products and services. This will also
result into increased sales.
4. To determine marketing-mix that will satisfy the needs of the customers.
Product, pricing, promotion and physical distribution should be so planned as to
meet the requirements of different kinds of customers.
6 To create good image: To build up the public image of firm over a period is
another objective of marketing. The marketing department provides quality
products to customers at reasonable prices and thus creates its impact on the
customers. The marketing manager attempts to increase the goodwill of its
business by initiating image building activities. If a firm enjoys goodwill in a
market, it will increase the morale of its sales-force.
Introduction
• Marketing management is the organizational discipline
which focuses on the practical application of marketing
orientation, techniques and methods inside enterprises and
organizations and on the management of a firm's marketing
resources and activities.
. Today’s handbags come in all shapes, sizes, and forms. And whether it’s to
complete an outfit or to simply hold one’s things, they provide value - functional
and aesthetic - to their wearers. But what if another ability could be added to the
handbag’s value set, an unfulfilled one that solves size problems and enhances
personalization for its wearer?
For most potential Ladies customers, thinking about handbag is like something
they can’t forget to take with them while going out. So, if you want to sell a product
where you don’t need to work hard to convince the customers of its awesomeness,
handbag is the perfect choice. Also, its target customer is clear and no complexity
in choosing the areas where one have to advertise regarding the product.
My competitions:
1. PRADA
Prada S.p.A. is an Italian luxury fashion house, specializing in leather handbags, travel
accessories, shoes, ready-to-wear, perfumes and other fashion accessories, founded in 1913
by Mario Prada.
Mario Prada did not believe that women should have a role in business, and so he prevented female
family members from entering his company. Ironically, Mario's son harbored no interest in the
business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran
it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually
taking over for her mother in 1978.
SWOT analysis
Prada is one of the leading brands in the lifestyle and retail sector. The table below also lists the top
Prada competitors and elaborates Prada segmentation, targeting, positioning & USP.
Below is the Strengths, Weaknesses, Opportunities & Threats
(SWOT) Analysis of Prada. Strengths are:
Strengths:
2. Prada products are known for its quality and unique designs
5. Good advertising and branding through print ads, online ads etc
make Prada a very popular brand name
Weaknesses:
Here are the weaknesses in the Prada SWOT Analysis:
1. The brand has severe competition and hence there is high brand switching
2. Fake imitation of Prada products affects the brand image and its business
4. Prada can collaborate with leading hotel chains, elite clubs etc whether rich
people could become customers
Threats:
The threats in the SWOT Analysis of Prada are as mentioned:
2. Tommy Hilfiger
Tommy Hilfiger, formerly known as Tommy Hilfiger Corporation and
Tommy Hilfiger Inc., is an American premium clothing company,
manufacturing apparel, footwear, accessories, fragrances and home
furnishings. The company was founded in 1985, and today is sold in
department stores and over 1400 free-standing retail stores in 90
countries.
SWOT Analysis
Tommy Hilfiger is one of the leading brands in the lifestyle and retail sector. The table below also
lists the top Tommy Hilfiger competitors and elaborates Tommy Hilfiger segmentation, targeting,
positioning & USP.
3. Presence in more than 90 countries and more than 1000 retail stores in North
America, Europe, Central and South America and Asia Pacific.
Weaknesses
Here are the weaknesses in the Tommy Hilfiger SWOT Analysis:
1.Segment has huge competition from established brands hence brand switching
is high
Opportunities
Following are the Opportunities in Tommy Hilfiger SWOT Analysis:
1.Innovation in apparels
Threats
The threats in the SWOT Analysis of Tommy Hilfiger are as mentioned:
2.Economic slowdown which will cause reduction in demand for premium priced
products
3. Gucci
Gucci is an Italian luxury brand of fashion and leather goods. Gucci was founded
by Guccio Gucci in Florence, Tuscany, in 1921. Gucci generated about €4.2 billion
in revenue worldwide in 2008 according to BusinessWeek and climbed to 41st
position in the magazine's annual 2009 "Top Global 100 Brands" chart created by
Interbrand; Gucci is also the highest-selling Italian brand. Gucci operates about
278 directly operated stores worldwide as of September 2009, and it wholesales
its products through franchisees and upscale department stores.
Strengths are:
5. Has a huge product portfolio like apparel, clothing, wallets, watches etc
7. Associations with automobile companies like Ford, General Motors, Fiat added brand value
8. Excellent advertising and marketing has made Gucci a top of the mind fashion brand
Weaknesses
Here are the weaknesses in the Gucci SWOT Analysis:
1.Has to invest huge money in order to protect and maintain its brand image
2.Gucci has to face losses because of cheap fake imitations of the brand worldwide
Opportunities
Following are the Opportunities in Gucci SWOT Analysis:
1. Gucci can tap emerging luxury markets in emerging economies like India and China
2. Creating competitive advantage in different business segments can be an opportunity for Gucci
Threats
The threats in the SWOT Analysis of Gucci are as mentioned:
1. Extremely competitive segment means limited market share growth for Gucci
4.Louis Vuitton
Louis Vuitton Malletier, commonly referred to as Louis Vuitton or shortened
to LV, is a French fashion house and luxury retail company founded in 1854
by Louis Vuitton. The label's LV monogram appears on most of its products,
ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches,
jewelry, accessories, sunglasses and books. The 2013 valuation of the brand
was US$28.4 billion with revenue of US$9.4 billion.The company operates in 50
countries with more than 460 stores worldwide.
1. Louis Vuitton is one of the oldest fashion houses with more than 150 years of
history
2. Louis Vuitton brand is easily recognizable because of its logo and monogram
canvas on most of its products
3. The brand has its presence in most of the large shopping hubs and multi-retail
brands of the world
4. The brand is available exclusively in more than 450 stores in 50+ countries
5. Louis Vuitton also makes custom tailored products for its few elite customers
8. Advertising and marketing using celebrities like sports stars, film stars are
effective
Weaknesses
Here are the weaknesses in the Louis Vuitton SWOT Analysis:
1. Immense competition in the segment makes market share growth for Louis
Vuitton slow
Opportunities
1.The company needs to adopt the current fashion trends to stay in business
2. Louis Vuitton can engage customers online and increase business through
ecommerce platforms
3. Expansion of the brand into emerging economies targeting rich people with
affluent lifestyles
4. Tie-ups with leading hotel chains, fashion houses, lifestyle events etc can boost
business for Louis Vuitton
Threats
The threats in the SWOT Analysis of Louis Vuitton are as mentioned:
2. Economic crisis and recession can adversely affect Louis Vuitton's business
4. Increasing competitor activity can lead to decline of sales for Louis Vuitton
Permission and license to make the product:
-Business license
-Retail license
-We will go for conventional form of promotion print media and others
i.e.Newspapers, Television, Direct mail, Radio .
This will provide a direct promotion of the product in the desired demographic.
-Another cost effective and very powerful method we will use is promotion
through Internet.
We can directly track the reach of our promotion campaign through internet and
hence it is goal and sale oriented.