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Euro jersey is well known international brand known as a high-performing characteristics of its sensitive
fabrics. sensitive fabrics is highly adaptable fabric and made from start to end in one place .it has unique
qualities of intentness and Italian style manufacturing method, developed and patented By
EUROJERSEY.
It is a completely man-made fabric, Sensitive fabric used high LYCRA contents with combination of
polyamide microfiber, and this forms an extraordinary fabric that offers a great performance of its users.
International underwear, swimwear, fashion and sportswear brands choose Sensitive Fabrics not just
for its performances but also for the personality and style which distinguishes Italian-made products.
(Sensitive Fabrics. it)
Marketing communication
The central idea of marketing is of a matching between a companys capabilities and the wants of
customers in order to achieve the objectives of both parties
(marketing plans malcaln mcdonald)
"Marketing communications are the means by which firms attempt to inform, pesuade, and remind
consumers - directly or indirectly - about the products and brands that they sell."
(Kotler and Kellter)
The whole marketing is based on customer communication who are basically users of your product, it
very important for companies specially euro jersey they should communicate to customers who are
increasing diversifying in purchase power and looking for something unique. Today business needs to
create brand awareness to customers through marketing communications e.g. to individual customers
(B2C) or to business customers (B2B).
Marketing business plan is more than producing a product and deliver to its customer. It includes
marketing of its product, setting price of product, not only communication to its consumers but they
need to communicate with suppliers.
Marketing communications use personal and non-personal communications channels to create
awareness of its brand. There are many communications channels used by businesses to increase sales.
Marketing communications consist of eight main tools of communication
Advertising
Personal selling
Sales promotion
Public relation
Direct marketing
Interactive marketing
Words of mouth
Events and experiences
(Kotler and keller )
Brand analysis:
Senstive Fabrics
Sensitive Fabrics is an established Brand in the field of warp-knit fabrics. Born from a patent developed
in-house by EUROJERSEY is recognized worldwide as a symbol of quality and excellence of "Made in
Italy".
Its exceptional versatility makes it indispensable for the well known brands of the Underwear, Swim,
Fashion and Sportswear. (EUROJERSEY WEBSITE).
Essentially one fabric product is produced. Brand name Sensitive. A trilobal yarn in matt, superdull and
silky. The only thing that changes is the weight. Lightweight for lingerie 89gm up to 320gm for
sportswear and outerwear. Classic Sensitive 165gm that is used in swimwear is offered in 100 colours of
which the company keeps in stock at all times. Custom orders of special colours can be delivered in 6-8
weeks.
Eurojersey is very conscious of the environment especially as their product is manmade. They make
every effort to reduce consumption of power and water in the manufacturing process. They use solar
power to heat and light the offices.
Brand Essence:
Brand vision:
A consumer entering a store asking for the Sensitive brand.
Brand Mission:
To create the best performing fabrics/garments with the lowest impact on the
environment.
Brand Promise:
We pride our association with leading brands, major retail chain stores and ultramodern
sports training clinics for supplying our high quality and tailor-made apparels. (Fibre2fashion.com)
Brand Equity: the power of the brand resides in the minds of the customers.
((Keller, 1998), van Riel et al. (2005)) Creating powerful brands 4th edition page 162
What eurojerseys brand providing benefit and emotion to its customers and adding value to
customers is brand equity.
Read more: http://www.ukessays.co.uk/essays/marketing/nike-brand-equity.php#ixzz3KOvdYRui
Brand identity: The Sensitive Fabrics Brand characterizes the unique identity of a product created
entirely in Italy with characteristics which represent the best of Italian creativity, both for the technical
know-how developed and for the authenticity of the style.
(http://www.sensitivefabrics.it/Fabrics/Marchio.aspx)
Brand Loyalty :
The focus for our customers is always on comfort. This is one of the reasons why we like to use
Sensitive Fabrics for Vera Mont collection: our customer loves this fabrics! They not only offer
the convenience and elegance advantage, but at the same time they are also breathable. This is
especially true for clothes for special occasions, when often people dance ... a not to be
underestimated advantage (HEIKE SCHAIBLE PRODUKTMANAGER OF VERA MONT)
Strength:
EUROJERSEY offering a beauty cream (A-Cream) to their wearer, this saves skin from rashes
EUROJERSEY is using JUST IN TIME (JIT) delivery system that 100% stock available all the time
through out of the year.
EUROJERSY logistic support system is so strong and guarantee for ready dye fabric specially Italy
and Hong Kong.
The sensitive Fabrics all ranges is developed by EUOROJERSY in Italy, only exclusive industrial
complex of EUROJERSEY.
Office locations in Europe, America and Asia also enable EUROJERSEY to guarantee an excellent
customer care and marketing service, as well as maximising delivery times of its exclusively
Italian-made products all over the world. ( eurojesrsey website)
Use latest technology to make their sensitive fabrics, that is not used by other competitors.
Euorojersey has strong relation with their customers, they feel proud to buy sensitive fabric, a
quality and innovative product.
Investments in technology, optimization of production processes and resource conservation
have created the project Sensitive EcoSystem.
Weakness:
EUOROJERSEY main marketing focus is on B2B, so direct sales to customers may increase their
brand worth
One weakness of EUROJERSEY marketing is push strategy, and trying to impose their product to
customer.
Marketing methods are traditional only using three types of marketing. E.g. company of moth,
PR, Brand hangs tags.
Opportunities:
EUOROJERSY is now exploring marketing opportunities in rest of world, marketing and focusing
on consolidate intimate apparel and swimwear market at international level.
They are expanding in new business opportunities. Offering distinguish more versatile
propagative of Sensitive, it will suitable for the widest variety of applications.
Sensitive has also revealed its surprising suitability for shoes, accessories and home furnishings
They need to develop more strong relation with customers and their partners.
Focus on sale to direct consumer and follow PULL strategy (Business to customer)
Threats:
Decrease 20% sales in Italy due to external competition , competitors directly sales to customers
(consumer).
European policies can influence on marketing strategies of euro jersey.
They are offering high price products, May affect may competitors price policy.
Depends on basic industry.
SOURCE (EURO JESY OFFICIAL), (Interview Mr Giorgio Crespi - Eurojersey S.p.A - Carvico Group)
Industry based competitors : who are defined as group of firms who are providing substitutes of
products or services.
Market based competitors: they bare defined Group of firms providing same level of
satisfaction to customers and directly competing with Eurojersey
(source: Marketing Module 4: Competitor AnalysisSandra Cuellar-Healey, MFS MA Miguel
Gomez, PhD Charles S. Dyson School of Applied Economics & Management College of
Agriculture and Life Sciences Cornell University, Ithaca NY 14853-7801)
EUROJERSEY
Overview and
profile
Competitive
advantage
Invista
VALISERE
A subsidiary of privately
owned Koch Industries,
Inc., INVISTA operates in
more than 20 countries
across North America,
South America, Europe,
and the Asia-Pacific
region. Explore INVISTAs
global locations.
Main competitive
advantage is latest
technology that Invista
used to produce clothes
Offer competitive products
and technology that meet
the needs of its markets
using fewer resources
Analyze life
cycle impacts and
continue to develop
innovative products that
are long-lasting, have
recycled or renewable
content, can be recycled,
or otherwise enhance the
environmental
performance of end-use
products
INVISTA strives to
maintain a safe and
healthy workplace and
works to create additional
Target Market
Eurojersey is targeting to
established brands eg. Calvin
klein and D&G
Invista is a parent
company it produces
through it subsidiaries.
Although it has its
offices and research
centers in all over the
world
Invista is one of the
largest company of the
world. It has more than
18000 employee and
operating in more than
50 countries.
Market share
Product &
Services
Distribution
channel
sources:
http://www.sensitivefabrics.it/Eurojersey/Azienda.aspx
http://www.invista.com/en/brands/index.html
http://www.valisere.com/
I will use Peters five forces model to evaluate eurojersey competitors analysis:
Eurouesry is facing difficulty from NEW ENTRANCE:
Lots of competitors are coming out with similar fabrics, particularly the Chinese who have tried to
copy the Sensitive fabrics over the last 10 years (Eurojersey notes), so they need to target direct
consumers to compete new entrance who are entering in same market.
Eurojersey should communicate and overcome these problem otherwise in near future Eurojewrsy will
lost market share, some recommendation I give in my analysis how Eurojersy can overcome these
problems
Bearer to Entry:
Market Rivalry:
Many competitors allover the world are entering sensitive fabric industry, china is trying to copy
sensitive fabrics from last 10 years this would decrease euro jersey sales. (ueurojersy notes)
Customers analysis:
Consumer behaviour is the study of how people buy, what they buy, when they buy and why
they buy.
(Kotler 1994)
Customer analysis is important and key to success for organization, customers satisfaction is the key
focus of market-oriented firms. Development of marketing strategies, begins with customers, firms
wants to know how and why their target customers buy.so they need to considfer during marketing
plans.
Customers behavior.
Cultural traits
Social traits
Personal traits
Psychological traits.
Business to business
Business to consumer
Eurojersey is currently focusing on Business to business strategy, Eurojersey are good at marketing
themselves to businesses, However 40% is already accounted for on trade shows which leaves 60% of
the budget to be split on consolidating their B to B marketing activities e.g hang tags, print advertising to
trade, PR agency and press events, collaboration within certain brands and investing in the sustainability
programme. (Eurojersey notes).
Marketing methods are so simple their marketing activities involves press events, company of months
and printing hang tags.
We collaborate with our customers and suppliers in order to involve end customers and make them
more aware about environmental issues. We organise initiatives and events together with our partners
(Eurojersey website)
Eurojersey offering its fabrics to developed brands all over the world but now trends are changing
competitors are focusing direct consumers and so eurojersey should change their marketing strategies.
Major customers includes:
Calvin Klein
D& G
Victoria Secret e.g
but now they need to expand its business and they going to collaborate and making contracts in
different courtiers to sale their products , objective includes growth in market share and increase sales
revenue. Many tools are to measure objective include PESTEL ANAYSES and PORTERS FIVE FORCES.
Benefits:
Brazil is growing industry specially in fashion and nightwear. Brazilian market crossed more than 900
million consumers they have enough money to consume, in future Olympics and FIFA cup will support
euro jersey brand.
Brazil emphasis to provde opportunities to private firms and truy to remove barrier to entry.
Government regulating fashion industry. Brazil is one of greatest economy in the world after great
Britain. Brazil is one of the sixth biggest textile and fashion industry of the world they employed more
than 75 % women in fashion industry.
Barrier to entry:
Although access to Brazil fashion industry give benefits to euro jersey but there are some problem that
Euro jersey will face when it enters in brazil. Brazil is high cost market although it is growing industry but
less opportunity to make huge profits. Boston consulting Group estimated that Brazil is growing as well
its so expensive in term of labor and material. Transaction cost is also high and its big barrier to
international investor it can be removed by collaboration with local firm.
http://www.economist.com/blogs/economist-explains/2013/09/economist-explains-15
http://www.culturalexchange-br.nl/mapping-brazil/fashion/brazilian-fashion-market
Barrier to entry:
China is Neighborhood country of INDIA, China is offering less expensive sensitive fabrics that exports to
India, so Eurojersey may disadvantageous from this. Again this barrier can be removed by collaboration
with local companies e.g. page industries ltd, Rapa and company.
Market Penetration:
Eurojersey is selling a wide range of products to business customers in UA and Italy , existing product to
existing market will not give any competitive edge to euro jersey as they are planning to go new markets
and want to sell to direct consumer.
Market Development:
Market development mean existing product in new market, so Euro jersey plans to enter into new Markets this
might give competitive advantage to euro jersey new marketing plan. By adopting this strategy Euro jersey cannot
seek new customer.
Product development:
I review Euro jerseys plan they are not planning to produce new range of products, so developing new
products with existing market strategy will not suit eurojersy. I will not recommend this strategy.
Diversification:
New product with new market is diversified strategy as I discuss its not euro jersey plan to develop new
product .this is not suitable strategy.
Recommendations:
I recommend eurojersey to adopt market development from Annsoff matrix as they want to enter new
markets e.g. Latin America AND Asia with same product sensitive fabrics.
BCG Matrix:
BCG matrix produces by the Boston consulting group in 1970. (Appendax-3) This is developed a
strategy based on market growth and market share, so I proposed Eurojersey to consider BCG
matrix during preparing marketing strategy for Business 2 2consumer marketing.
Star:
those products that have large market share and growing industry, euro jersey sensitive fabric
is growing industry so they should sell in international market they can attract customers by
entering new markets.
Cash cow:
Eurojersey is proffering four segments underwear, swimwear, sportswear and ready to wear.
So there is no information which product is more selling brand but cash cows are products that
have more market share but slow growing industry, I suggest that product doesnt need further
investment it will drain of resources.
Dogs:
Products with samall market share and slow industry growth, Euro jersey should ignore or dislaunch these products. Euro jursey is not producing such products.
Recommendations :
I recommend Euro jesry sell its products to consumers featured Stars or problem child shoud
refrain from further investment in Cash cows and Dog products.
Cost Leader:
Euro jersey is producing expensive innerwear that are luxuries and it innovative work ,
expensive sensitive fabric make its product so expensive, so cost leader strategy will not suit
euro jersey, if they sell their products to direct consumer low cost will lead to low profits. In
future euro jersey may achieve economies of scale by selling at mass level but initially they can
suffer from low profits. So I will not recommend low cost strategy.
Deferential strategy:
Deferential strategy is, where a firm sell unique products to customers, where customer will not
bother about price. Euro jersey offering sensitive fabric that is innovative and they reserve their
copy right so difficult to copy as sensitive fabrics. So euro jersey should adopt deferential
strategy , customers around the world who are passionate to buy sensitive fabric will buy from
euro jersey regardless what price is, but euro jersey should not compromise on quality of its
sensitive fabric.
Recommendations:
Euro jersey has to come out from focused customers and markets they should enter into
international market to sell their sensitive fabric to end consumers, I recommend deferential
strategy with deferential product into wider market.
authentic Swarovski Crystal ornaments and jewelry, they offer similar price at their all stores all
over the world on every product, and they dont discounting.( www.swarovski.com/)
Promotion strategy:
To make promotion strategy is key to success for Eurojesey how they get there. So promotion s main
objective is to Create awareness about sensitive fabrics .customers receive many advertising
messages from different brands your message should be clear and concise and attractive that
attract consumer and customer buy your product:
Before I recommend tools and how eurojersey achieve their objective. We need to define euro
jersey TARGET MARKET . Euro jesey want to focus on consumer market so its ot possible to
market everywhere all over the world, Euro jersey brand is differentiated brand so they should
move developed countries and growing market of countries of ASIA e.g. INDIA , PAKISTAN.
These market will response to company Brazil is also a growing market. So euro jersey need to
Awareness : Euro jersey create awareness among customers about its product|
Interest: this is one of the tough task, first create attention, when they give you more
time then deliver your message
Desire: once you create interest then in second stand create desire to buy product
Action: Finally, be very clear what you want to convey for example visit our website.
www.senstivefabrics.it
source:(www.mindtool.com)
Now I need to identify tools that will support Eurojesrsy to communicate with customers.
The Communication tool is a useful tool for euro jersey to communicate with direct customers
in B2B strategy Euro jersey was using three activities to market its products; a) branded Hang
tags, b) company of the month, c) PR campaign editorial in consumer magazines.
As I discuss B2C marketing strategy is different .|
"Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers - directly, or indirectly - about the products and brands that they sell." (Kotler
and Kellter
Source: Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice
Hall, 2009), 473
Advertisement:
Euro jersey needs to advertise it brand sensitive fabrics, this is very useful all the time for example
ads are on television, on Radio, in magazine , in news [paper ,in train station, public place
everywhere TV, radio and newspapers are available .
Advertising on the Internet is also a consideration for the marketing communications mix of any
business with a web presence. According to Lorrie Thomas, author of Online Marketin.
There are many other online and offline media for advertisement, I will discuss later.
Sales Promotion:
Euro jersey is new in consumers market so they need to initially offer discounts to customers, gift
hampers, and lucky draws every month for regular buyers.
many other platforms where Euro jersey can advertise itself e.g. speeches, seminars, newsletter and
community relations. Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson
Prentice Hall, 2009), 472
direct Marketing:
Direct marketing is the promotion of sensitive fabrics from euro jersey to direct consumer and
business user without the use of any channel. Euro jersey can use alternative direct marketing
techniques, messages to individual customers and inform them any new arrival, messages are more
up-to-date. Email and telemarketing can also be used.
Personal selling:
Euro jersey has already establish brands who are potential buyers, Euro jersey selling luxury fabrics
so personal selling will not suit it, but they need individual sale persons to directly communicate
with individual customer face to face, this can build good relation with customers.
Interactive Marketing:
Interactive marketing refers to online activities and programs designed to engage customers or
prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and
services.
Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009),
472
Everything is personalized and individualizedfrom the website content to the products being
promoted
Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing (Mason, OH: Atomic Dog Publishing, 2007), 558.
Forrester Research forecasts that interactive marketing expenditures will reach $55 billion by
2015, accounting for 21 percent of all expenditures on marketing. The greatest growth is
projected to come from social media, with the next biggest growth sector being mobile
marketing.
Joe Mandese, Forrester Revises Interactive Outlook, Will Account for 21% of Marketing by 2014, MediaPost
News, July 8, 2009, accessed December 1, 2011
,www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109381.
Interactive marketing is more useful tool to communicate with customers. I suggest Euro jersey in my
plan to adopt these tools to deliver its brand awareness to customers. Euro jersey has following online
opportunities to communicate with its prospective customers.
Websites:
Euro jersey is using three websites corporate, sensitive fabric and sensitive ecosystem . there no
online buying option I strongly recommend Euro jersey design another website purely for online
buying and make links among all websites, upload 3D images with price that consumer can easiuly
access as well ability to make transaction and website must be secured and ability to take online
orders. Otherwise create options in existing
Online communities:
Euro jersey must create community pages that customer can like. Euro jersey already has a face
book fan page with 2585 likes . This has a visibility to the final consumer as well as the manufacturer
and brand. New Facebook page should be for visible to all consumers. Victorias Secret is one of
Facebooks biggest players: Clocking in at 18.5 million fans, it ranks number 18 among all brands.
Search ads:
The two major categories are Search Ads and Display Ads. Search ads has a dominating marketing
share today
Interstitials
Mobile marketing:
Its a frequently used for e marketing
Microsites:
Euoro jersy can develop link within most visited websites, customer can use link to visit euro
jersey website.
Word of mouth:
word of mouth becomes now word of mouse.
Marketing activity
Date of
review
Monitoring methods
Review outcomes
[e.g.
Month/Year]
[e.g.
Month/Year]
[e.g.
Month/Year]
[e.g.
Month/Year]
References:
http://www.sensitivefabrics.it/Eurojersey/Azienda.aspx
Marketing plans malcalan mcdinalds page 24
Kotler and keller (marketing a management)
http://www.fibre2fashion.com/face2face/eurojersey-spa-carvico/giorgio-crespi.asp
samples.jbpub.com/9780763783334/83334_CH02_5713.pdf
http://nraomtr.blogspot.ro/search/label/Marketing%20Management
http://catalog.flatworldknowledge.com/bookhub/reader/2861?e=cadden_1.0-ch07_s08
www.fibre2fashion.com/eurojersey/
Euro jersey notes extracted from Malan Italy
Source(http://articles.bplans.com/)
Market
Present
New
Expand sales of
present
products in current
market by pricing,
promotion, and
distribution strategies
Present
Product
New
Develop new or
modified products to
appeal to present
market
Develop new
products aimed
at new markets
Appendex-3
High
Industry
Growth
Rate
Low
Low
??
Appendix -4
SOURCE: http://www.mindtools.com/pages/article/newSTR_82.htm
Appendix -5
PERSONAL
EVENTS
ADVOCATE
MEDIA
EXPERT
ATMOSPHERE
SOCIAL
PRINT
BROADCAST
NETWORK
ELECTRONIC
DISPLAY