LULU

and friends
Natalie Bowring (5.30-7pm Tuesday)
Alex Parker-Wilkin 9115650
Ruby Maskey 9186743
Isabel Capel 9661042
Tayla Wearne 9499920
Keralyn Lohr 9471065


Table of Contents
1.0 Executive Summary .............................................................................................................................. 4
2.0 The Company ...................................................................................................................................... 5
2.1 Mission Statement ........................................................................................................................................... 5
2.2 Marketing Team ............................................................................................................................................... 5
3.0 Situation Analysis ............................................................................................................................. 6
3.1 The Market ......................................................................................................................................................... 6
3.1.1 Market Need .................................................................................................................................................................... 6
3.1.2 Macro-Environment- PEST Analysis .................................................................................................................... 7
Table 3.1.2: PEST Analysis ................................................................................................................................................... 7
3.3 Competition ....................................................................................................................................................... 9
Table 3.3: Competitor Analysis .......................................................................................................................................... 9
3.4 SWOT Analysis ................................................................................................................................................ 11
Table 3.4: SWOT Analysis ................................................................................................................................................... 11
3.5 Situation Analysis Summary ...................................................................................................................................... 11
4.0 Market Segmentation And Target Marketing ............................................................................ 12
4.1 Market Segments ............................................................................................................................................ 12
Table 4.1.1: Market Segment Analysis .......................................................................................................................... 12
Table 4.1.2: Market Segmentation Selection Calculations ................................................................................... 12
4.2 Target Market ................................................................................................................................................. 13
4.3 Market Size, Demand And Potential ........................................................................................................ 13
Table 4.3: Forecasting Demand Table ........................................................................................................................... 14
5.0 Marketing Objectives And Metrics ............................................................................................. 15
5.1 Positioning ....................................................................................................................................................... 15
5.2 Objectives And Metrics ................................................................................................................................ 15
Table 5.2.1 Objectives and Metrics For 8th of October .......................................................................................... 15
Table 5.2.2 Objectives and Metrics For 15th of October ....................................................................................... 16
6.0 Marketing Mix Strategies ...................................................................................................... 17
6.1 Product Strategies ......................................................................................................................................... 17
Table 6.1.1: Supplies and Sources ................................................................................................................................... 18
Table 6.1.2 Value proposition ........................................................................................................................................... 19
6.2 Pricing Strategies ........................................................................................................................................... 20
Figure 6.2: Profit by Sales Volume .................................................................................................................................. 20
6.3 Placement Strategies .................................................................................................................................... 21
Table 6.3: Store Feature ...................................................................................................................................................... 21
6.4 Promotion Strategies ................................................................................................................................ 22
Table 6.4 Promotion Strategies ........................................................................................................................................ 22
7.0 Budget ..................................................................................................................................................... 24
8.0 Implementation Plan ......................................................................................................................... 26
Table 8.1: Pre-Market Day .................................................................................................................................................. 26
Table 8.2: At Market Day 1 ................................................................................................................................................. 27
Table 8.3: Post-Market Day 1/Pre-Market Day 2 ..................................................................................................... 27
Table 8.4: At Market Day 2 ................................................................................................................................................. 27
Table 8.5: Post-Market Day 2 ............................................................................................................................................ 28
9.0 Bibliography ......................................................................................................................................... 29
10.0 Appendix ............................................................................................................................................. 31
Appendix A: Product and Stall Checklist ....................................................................................................... 31

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Appendix B: Product Health and Safety License Application ................................................................. 31
Appendix C: Market Visit .................................................................................................................................... 32
Appendix D: LULU and Friends branding ..................................................................................................... 33
Appendix E: Competitor Map ............................................................................................................................ 34
Appendix F: Positioning Competitor Map ..................................................................................................... 34
Appendix G: Market share Calculations ........................................................................................................ 35
Appendix H: Metric Recording Documents .................................................................................................. 36
Sales Dockets ............................................................................................................................................................................ 36
Customer Loyalty ................................................................................................................................................................... 36
Appendix I: Product Trial ................................................................................................................................... 37
Appendix J: Packaging Aesthetic ...................................................................................................................... 37
Appendix K: Product Disclaimer ...................................................................................................................... 38
Appendix L: Stall Design ..................................................................................................................................... 38
Appendix M: Promotions Calendar (Approximate) .................................................................................. 39
Appendix N: M arket Day Procedure ..................................................................................................... 40
Appendix O: Social Media ................................................................................................................................... 41

1.0 Executive Summary

LULU and friends is a cutesy jewellery brand that will be launching in the October 2016 QUTopia
markets. This stylish brand of jewellery offers consumers playful laser cut earrings and earing stands.
The designs are specifically tailored to meet the desires of our target market and are aesthetically
inspired by the illustrated brand ambassadors, LULU and her two friends.

The QUTopian market has been segmented into three markets, with The Trendsetter market
identified as a large, accessible, identifiable and interested group of consumers. This Trendsetter
market is made up of young single females aged 18-22, who are currently studying at university. For
this self-conscious market that are torn between uniformity and personal expression, LULU and
friends fulfills a consumer need, providing statement earrings to add a unique and fashion forward
twist to their outfit (Sims, 2013). Whilst LULU and friends has competitors in the accessorising
industry, the brand holds first mover advantage with no direct jewellery competitors unlike previous
QUTopia semesters (Garrett, Hartley, Kerin, McDonnell, Meyrick, Rod, Rudelius, and Rugimbana,
2008).

Integrated product, place, price and promotion tactics have been strategized for the Trendsetter
market and make use of current worldwide trends. LULU and friends utilises consumers growing
interest technology to their advantage using a laser cutter to make all products (Kasriel-Alexander,
2016). Furthermore, a digital marketing focus has been taken for promotion tactics, as the QUTopian
market is highly active online especially in regards to social media. The nostalgic brand aesthetics,
wandering sales at market day and creation of illustrated brand ambassador personalities produces
a personal experience for customers, who often feel dehumanised through technology. With
majority of the QUTopian market single, it is noteworthy that many consumers will be purchasing
with the intention to treat oneself (Kasriel-Alexander, 2016). To grab the attention of these keen
shoppers, LULU and friends market day stall will focus on grabbing attention of consumers.

Whilst several internal and external threats to LULU and friends have been identified, strategic plans

will be implemented to minimise business risk. The sponsorships of companies in regards to

product and promotion costs has significantly lowered the cost of operation making breakeven

highly achievable. The price point of customers is neither cheap nor expensive, appealing to the

target market that focus on quality when purchasing jewellery (Russell-Bennett, 2016).

Objectives and subsequent metrics have been determined to measure the success of the market
days and thus to aid the improvement of business strategies in future.

2.0 The Company

2.1 Mission Statement
LULU and friends' is a playful jewellery brand specialising in quirky laser cut earrings inspired by the

personalities and adventures of the three illustrated brand ambassadors, LULU and friends.

2.2 Marketing Team

Alex Parker-Wilkin Ruby Maskey Isabel Capel

Marketing Manager Promotions Manager Distribution Manager

Keralyn Lohr Tayla Wearne

Product Manager Pricing Manager

3.0 Situation Analysis

3.1 The Market
LULU and friends will operate within QUTopia Saturday markets held on the 8th and 15th of October.

QUTopia is a small simulation marketplace set up by the Queensland University of Technology

(QUT). This market is run on QUTopian dollars, which are not proportional to Australian dollars.

According to the 2016 QUTopia census, 296 QUT students will be present on both market days as

well as an undetermined number of tourists including past AMB240 students, Alumni, staff and the

public.

3.1.1 Market Need

With the QUTopian market predominantly female and aged 20 years old, the jewellery industry

holds great appeal and potential. The importance of accessorising is on the rise as it allows

consumers to cheaply personalise their outfits, whilst conforming to current fashion trends (Sims,

2013). Whilst the personal accessorising industry has always been small within QUTopia,

in 2011 and 2012 it produced the highest profitability among retailers (Russell-Bennett, 2014). Past

QUTopian consumers claim to prioritise quality when purchasing jewellery (Russell-Bennett, 2014).

6


3.1.2 Macro-Environment- PEST Analysis
Table 3.1.2: PEST Analysis
Environment Trend and Issues
Political and 1. LULU and friends must abide by all QUTopia
Legal laws outlined in the QUTopia rules and FAQs
document. (Russell-Bennett 2016)
2. Australian laws and regulations for real
businesses apply to QUTopian businesses.
(Russell-Bennett 2016)
a. Strict workplace health and safety
regulations are outlined at WorkCover
Queensland (State of Queensland
(WorkCover Queensland) 2016)
b. The worldwide fashion industry must
abide by copyright laws
3. In anticipation of the 2016 Federal elections, the
year began with political uncertainty and
lowered consumer confidence. With the Liberal
party only in their third month of the new term,
Australians are still awaiting the introduction of
new policies and thus continue to hold off on
spending (Janda 2016.)
Economic 1. QUTopia dictates that the cost per item is
lower than $2 (Russell-Bennett 2016)
2. Unemployment rates in Australia are currently
at a low of 5.7% allowing more Australians to
take part in recreational shopping (Trading
Economics 2016).
3. The average income of an Australian
employee is $60,330.40 as at May 2016 (ABS
2016).
4. The past 5 years have seen a 1.90% growth in
the jewellery industry (IBISWorld 2016.)
5. Each QUTopian student is provided a
disposable income of approximately $300
(Russell-Bennett 2016).
6. Consumers are able to purchase cheap yet
relatively good quality fashion items
(especially since the introduction of
international fashion giants to the Australian
market) (Magner 2013)
Implications for our product
1. QUTopia laws dictate product cost, labelling and
stall size requirements.
2. Australian law enforces product and advertising
restrictions (for example that no misleading
promotions be used)
a. Workplace health and safety regulations
ensure safe stall setup and product quality.
(Appendix B)
b. All products are original designs
3. Due to lowered consumer confidence, customers
cut down on expendable purchases such as fashion
and jewellery. However, the QUTopian dollars
provide all consumers with disposable income.
1. The earing and earring holders are made from
mostly donated items.
2. The retail jewellery market is highly dependent on
macroeconomic factors. When the
macroeconomic environment becomes
unfavourable, it affects the luxury sector the most.
The unemployment rates illustrate the proportion
of market incapable of purchasing luxury goods
(Key 2015). However, this becomes irrelevant due
to the disposable income provided within
QUTopia.
3. The average income figure is not highly relevant
to the QUTopian consumers as they will be
purchasing with QUTopian dollars, however
income levels can be used to predict purchase
behaviour, preferences, taste and style.
4. Due to the purely expendable nature of the
QUTopian income (as it must be spent at markets,)
customers do not have to be persuaded to spend,
rather convinced to purchase a particular product.
5. $300 provides customers with enough income to
share across several stores.
6. Consumers dont want to be spending large
amounts of money on items that will quickly date.
LULU and friends has a low earing price point
ranging from $40 to $50.
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Social/ 1. The QUTopian AMB240 student population is
Cultural/ made up of 193/296 % females.
Demographic 2. The average age of QUTopian students is
20years old.
3. No male QUTopian student is in a serious
relationship.
4. Majority of consumers single.
5. The largest Roy Morgan category within the
student population are Young Optimists
(Russell-Bennett 2016 (2))
6. 2015 and 2016 has seen the reintroduction of
minimalist fashion trends creating a need to
personalise (Sims, 2013)
7. The jewellery industry has seen:
a. Increasing demand for branded
jewellery due to distinctive
designs, credibility, and quality
b. Increased focus on e-commerce
sales in both developed and
developing markets (Key, 2015).
8. People are wanting more information about
the products they are purchasing and look for
business transparency (Lohan, 2014).
Technology 1. High tech fashion trends are on the rise.
2. An increasing number of people feel
dehumanised through the use of numerical
identification methods (Lohan, 2014).
3. Consumers are now relying on online retail
shopping mobile and web applications to
purchase new products. This is due to the
many advantages of online shopping:
convenience, accessibility, time-effectiveness,
ability to do a more extensive information
search of product alternatives
4. The use of social media is a business toll for
both selling and marketing reasons is on the
rise (Kasriel-Alexander, 2016).
5. Due to the rise of technology there is an ease
of access to trends as soon as they arise. This
has fastened the pace of disposable trends,
which quickly go back out of fashion.
6. Technology will play a large role in the future
of jewellery creation especially in regards to
3D printers (Allan, 2016)
1. The jewellery products will mainly appeal to the
female market as well as to a small amount of
male students purchasing gifts.
2. The design of the earrings will appeal to young
consumers and relevant fashion trends.
3. This means the gift buying potential (from
boyfriend to girlfriend) is low.
4. Single people are willing to splurge on gifts for
themselves (Kasriel-Alexander, 2016)
5. Young Optimists are usually young people who
want to experience what the world has to offer.
They are innovative and interested in technology.
They pride themselves on a personal style rather
than relying heavily on trends. They are long-term
thinker who plan for the future and are usually not
impulsive.
6. Customers are purchasing jewellery with the intent
to add complexity, colour and focus points to their
outfit. With the same clothing trends evident in all
stores, consumers yearn to create individualise
their outfits.
7.
a. LULU and friends pride themselves on
strong branding created through the
three ambassadors
b. A Pre-order option for earrings and
earring holders will be available online.
8. LULU and friends is a transparent business that
showcases product creation process work on
social media to appeal to the growing socially
conscious market.
1. All LULU and friends products are created using a
laser cutter to appeal to the high tech trend.
2. The handcrafted nature and aesthetic of the brand
will appeal to consumers and creates a vibe of
exclusivity.
3. Online channel is necessary for pre-ordering of
earrings and earring holders, in order to stay
competitive with other accessory brands
4. To appeal to the young target market, social
media will be used as our main promotional
forum.
5. Due to the increasingly fast pace of fashion trends,
customers want jewellery for the here and now,
and are willing to purchase items that will quickly
date. LULU and friends has on trend designs
inspired by the trending cutesy aesthetic.
6. The products are utilising the latest technologies
with laser cutting machines being used to create
all products.
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The solely disposable income provided to QUTopian consumers remove issues of affordability

makes macroeconomic and political factors irrelevant to the QUTopian marketplace. Whilst legal

factors will determine business practice they will not largely affect brand goals or business

operation. Social and technological trends provide an invaluable insight into consumer behaviour

aiding market segmentation and identification of potential opportunities and threats.

3.3 Competition
Table 3.3: Competitor Analysis

Bag to the Future Knit-Wit Bed head Body Bliss

Target Market Market Day shoppers Young hipster crowd Young Women Men and Women
Type of Indirect Indirect Indirect Indirect
competitor Fulfil the need for Personalised accessory Luxury item. This product is a
(Appendix F) convenience during market tailored to the individual. Similar aesthetic. luxury item.
day. Provide an alternative Allows a person to stand out Fulfils consumer need to Fulfils consumer need
accessory within luxury against the norm trend. This treat oneself. to pamper oneself.
market. product is a luxury item.
Product Shopping bags Knitted beanies, scarves and Pyjama shorts Natural bath and
Gimmick off the movie Back accessories Trendy. Empowering shower packs
to The future. Comical and Professional yet youthful women to take control of Quality. Following
movie buff focus. branding. their sexual health and sustainability trend.
Focus is on quality and wellbeing. Making To be taken home.
personalisation. women feel good about
themselves.
Predicted $80 $60 $45 $50
Price Past years sold Past years sold Past years sold Past years sold
(Russell- approximately: 42 approximately: 53 approximately: 46 approximately: 76
Bennett, 2016)
Distribution Stall 9 Stall 60 Stall 24 Stall 13
(Appendix E) Point of sale at stall and Stall main point of sale. Low Stall main point of sale. Stall main point of
additional wandering sales. exposure causes need for High exposure stall sale. Along main walk
advertising (potentially (minimising need for way. If sales are low
wandering sales) advertising) may use wandering
tactics.
Promotion Social Media, lecture Social Media, lecture Social Media, flyers Social Media, Flyer,
sponsorship, flyers and sponsorship, guerrilla (Note: no social media QUTopia Facebook
wandering sales on market marketing, flyers and Pre- page currently active) page.
day Order option (Note: no social media
page currently active)

9

Potential Gimmicks and movie
strengths for reference can be personal.
competitors Market day will have a lot of
take it home products for
sale.
Due to the set up many will
only bring small bags. There
will be a need for a larger
bag.
Will likely have jokes and
movie impact.
Personal and quality.
Pre order option increase
sales-limits the need for
sales tactics on the market
day.
Stall location will not have a
high impact if pre order is
successful.
High exposure stall to Mid-range exposure.
gain the most traffic. Health and wellbeing
People want to feel good market is very strong
about themselves
Next to LULU and friends
so can take customers.

Potential Only one stall front to work Lower exposure stall means Next to LULU and Only one face to sell
Weaknesses with. more marketing tactics will friends. from.
for Fashion may not be at the be required. No obvious promotional Has direct
competitor forefront if design. Product creation time tactics engaged as of this competitors.
People on market day may consuming stage. Allergies
have their own bags. Mistakes in Knit can easily Have limited target Not as innovative and
ruin item market to young women original
Homemade scarves not in Inability to try on sizing.
fashion Embarrassment may
Scarves going out of season deter customers.
as going into summer
ATTACK or Approach to be brand Approach to be brand Approach to be brand Approach to be brand
APPROACH advocates as not direct advocates as not direct advocates as not direct advocates as not
response competitor (see 6.4 competitor (see 6.4 competitor (see 6.4 direct competitor (see
Promotions) Promotions) Promotions) 6.4 Promotions)
Level of threat Low Medium-High Medium Medium
to LULU and Convenience factor fulfils Fulfils exact same market Next to LULU and Fulfils need to pamper
friends different need however need as LULU and friends-to friends. oneself.
slight competitor as still an individualise style through Fulfils need to treat Potentially similar girly
accessory. accessorising. Completely oneself. aesthetic.
different aesthetic may
appeal to different customer.

LULU and friends has no direct competition, as it is the only as jewellery business in QUTopia (G4253

Watches and Jewellery). LULU and friends indirect competitors are all luxury markets fulfilling the

same consumer demands, either to treat oneself or express oneself through unique accessories.)

Overall, threat of competitor brand is not perceived as a detrimental issue due to unique product

design and strong branding.

10


3.4 SWOT Analysis
Table 3.4: SWOT Analysis

Internal Strength Weakness

Managerial Managing team is highly knowledgeable Some group members do not have sales experience
with a variety of skill sets Potential lack of stock to meet demand
Team managers are passionate about the Past market evidence is limited for laser cut wooden
fashion industry. jewellery
Excellent work ethic of all team members
Corner stall: two display and selling angle
Budget $4000 QUTopian Dollars

Product and Access to restricted campus resources
Stall No cost for wood or cutting equipment
Close proximity to high exposure areas
Close to congregation areas.
High quality product
Sterling silver minimizes potential for
allergic reactions
Unique product design based around
brand identity
Personalisation options available for pre-
order of earrings
External Opportunity
Consumer/ Brand utilizes the trending technology
Social interest through the use of laser cutter
Social events will lead customers to
congregated places (closer to the exists
where LULU and Friends stall is located.)
Competitors Any competitors wearing LULU and friends
advertise for our company
Business will have first mover advantage
due to lack of direct competitors
Product is limited by target market (mainly women.)
Potential allergic reaction to product.
Small stall space for selling.
Limited Budget for product development
Personalistion pre-order option creates more work in
product design and making process
Threats
Low attendance on the day
Poorly managed break schedules of other stalls may
decrease number of shoppers
High exposure stall crowds may block LULU and
friends
Many indirect competitors
Wandering product sellers and stall advertisement
could distract attention from stall
Competitor product prices
Indirect competitors for accessories and clothing (table
3.3)
Stall members purchasing own product to boast sales
decreasing disposable income.

3.5 Situation Analysis Summary

The SWOT analyse has identified that LULU and friends business strengths have outweighed the

weaknesses and risks associated with the business and product. Thorough planning and preparation

of staffing, sales and stock management can diminish the threat of the identified weaknesses. Whilst

other pressures are out of the businesses control, the creation of strategic product and promotion

tactics can minimise the threat of competitors.

11


4.0 Market Segmentation And Target Marketing

4.1 Market Segments
Table 4.1.1: Market Segment Analysis

Segment 1 Segment 2 Segment 3

The Trendsetters The Pensive Purchasers The Gift Givers

Geographic These young urban singles are
Description expected to rent in Brisbane City
areas with housemates.
Demographic Young single females aged 18-22,
Description who is currently studying at
university.
Psychographic Young optimism
Description
Behavioural This group of innovative students
Description care deeply about their style and
are conscious of the image they
publicly portray.
Particularly interested in socialising,
technology and their health, this
group spend a lot of time being
active online through social media
outlets.
With their high regard for their
image, this group often make
purchases that will provide
instantaneous gratification and will
portray their image in a way they
deem socially adequate.
Table 4.1.2: Market Segmentation Selection Calculations
Gen Y tends to rent in houses
in and around Brisbane City
suburbs with friends or
partners.
Single or married females
aged 23-28 who is studying
their first or second degree at
university.
Young optimism Socially aware and Young
This group of students are
maturing into their lives and
career paths. While many of
them do not have children yet,
the idea is not as distant to
them as The Trendsetters.
Conscious consumers, this
group seek purchases that will
serve a long-term purpose.
They seek fashions items that
will satisfy their need for pro-
longed wear, while also
satisfying their desire to
maintain their image.
This group generally live in
houses with their partner or
families in outer Brisbane
suburbs.
Both men and women, in
relationships, who have almost
graduated or graduated from
university.
optimism
This educated group are
focused on their job, their health
and improving their education.
They remain active and social
amongst their busy schedules,
which means they often find
momentous occasions such as
birthdays and anniversaries
appear out of the blue.
Therefore, this group rely on
impulsive, last minute purchase
decisions to cater for events that
come up spontaneously.

Evaluating the attractiveness of each market segment The The Passive The Gift
Trendsetters Purchasers Givers
1. Substantial Size of the segment - is it too large or too small? 3 2 2
Can you access the market segment to communicate and
2. Reachable sell to them? 3 2 1
3. Identifiable Are you able to clearly identify people in this segment? 3 2 1
Will the people in this segment respond favourably to
4. Responsive your product? 3 2 2
Can you price the product for this segment in a way that
5. Profitable will be profitable for you? 2 3 3
Total segment
score 14 11 9

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4.2 Target Market
Based on the analysis in Table 4.1.1 and Table 4.1.2, the most relevant target market to LULU and

friends has been identified as The Trendsetters. This market hopes to set rather than follow trends

however they are held back by concerns of self-image and peer judgment. LULU and friends solves

this consumer issue, allowing customers to accessorise their more conservative clothing with bold

earrings. Table 3.1.2 identified that the increasingly fast pace of fashion trends means customers

want jewellery that features distinctive designs, credibility and quality.

Particularly interested in socialising, technology and their health, this group spend a lot of time

being active online through social media outlets. Between 2012 and 2013, studies suggested that

92% of people aged 18-24 used home Internet use for social networking (Australian Bureau of

Statistics, 2014, para. 2), thus LULU and friends utilize mostly digital marketing.

4.3 Market Size, Demand And Potential

The QUTopian census identified a population of 296, not accounting market day tourists. The

target market of young urban singles are interested in both handmade and technologically

advanced goods, thus the hand-painted laser cut earrings will hold great appeal. The likelihood of

our target markets purchasing LULU and Friends products are very high, due to this highly

researched target market selection and product design.

The target market for LULU and Friends has been calculated as 57% of the census population.

Further calculations suggested that the estimated market share was 56%; this is the average of the

previous three semesters within the watch and jewellery industry. It was also indicated that the

product frequency for out target market is 1.2. Through this research it was calculated the number of

units to be sold over both market days is 74.

13


Table 4.3: Forecasting Demand Table

Details
Total QUTopia market: Census population is 296 296
Market potential (a): Research indicates that 65% of the population would buy the product 192.4
Target Market (b): Target market is female's between ages 18-22 (57% of potential market) 110
Product frequency per person (c): Market research indicates that females would buy the item each market day 1.2
Estimated market share (d): Average market share from past performance 56%
Sales projection ((b) x (c) x (d) Number of units to be sold 74
(Russell-Bennett, 2016) (See market share calculation in Appendix G)

14


5.0 Marketing Objectives And Metrics

5.1 Positioning
To young urban singles, LULU and friends is a cutesy brand of jewellery that offers playful laser cut

earrings and earing stands. For this self-conscious market that are torn between uniformity and personal

expression, LULU and friends provides statement earrings to add a unique and fashion forward twist to

their outfit. Inspired by our three illustrated brand ambassadors, LULU and friends, the brands

personality is light-hearted and youthful with a fun-loving and slightly nostalgic nature

5.2 Objectives And Metrics

Table 5.2.1 Objectives and Metrics For 8th of October

Objectives Metric How data will be collected Metrics: How it will be measured

Break even at Sales Once an item is sold the following information is Sales at the end of day one will be
the end of the Noted down in form of a Sales Docket (Appendix calculated and compared to the total
first market H): used as start up costs.
day (8th of Item type (Stud earring, hanging earring or Three sheets will be used for the day, one
October 2016 Jewellery stand) to be kept with the roaming seller while
by 10:45am.) Number of each item purchased by each the other two are kept on stall site. More
customer sheets will be at hand if needed.
Original Price of good (all prices known to sales
woman)
Discounts (if any apply)
Total paid (Original price Discounts)
Our breakeven point is met at 47 units sold. Our
goal is to sell at least 47 units by close.

Achieve 20% Profits Revenue: Sales sheets will be collected as of the first A profit and loss statement will be put
profitability market day completion. together using total unit sales and
by end of first Expenses: Cost of goods sold, cost of set ups, expenses to determine if this objective
market day on distributions, various promotional costs will be has been met or not.
the 8th of noted.
October 2016 Total unit sales and Revenue. Minus Expenses to
by 10:45am. find net profit.

Generate 10% Sales The travelling saleswomen will have a separate Sales These profits will be compared to Points
of total profits Docket sheet from Point of Sale (labelled of Sale.
from accordingly to avoid confusion). Sales Dockets (Appendix H) will be kept
travelling Units sold and profit margin will be gathered from with the travelling person as to keep track
saleswomen both Points of Sale via the Sales Docket at the end of sales throughout the day.
by end of 8th of day one of markets. These figures will be
October 2016 compared and profit margin for travelling sales
point will be determined.

15


These objectives set in place for market day one will determine start up performance and will be

used to predict and improve the market day two performances. If these objectives are not met, a

team meeting will be held wherein changes to sales and promotion strategies will be discussed. If

LULU and friends achieves the main objective, the breakeven, then an extra $100 will be given to

each team member as a performance bonus. If the final objective is not met, the team will

reconsider the relevance of a travelling sales person for market day two, but if this objective is met

or exceeded, more measures will be enlisted to utilise this potential asset.

Table 5.2.2 Objectives and Metrics For 15th of October

Objectives Metric How data will be collected Metrics: How it will be measured

Achieve 40% Profits Revenue: Sales sheets from both days will be combined as A profit and loss statement will
profitability by of the second market day completion. created using total unit sales and
end of second Expenses: Cost of goods sold, cost of set ups, distributions, expenses to determine if this
market day (15th various promotional costs will be noted. objective has been met or not.
of October 2016 Total unit sales and Revenue. Minus Expenses to find net
by 10:45am) profit.

Achieve Custom Offer returning customers a $5 discount on the next market Names are kept personal to the
customer return er day purchase. store and once a customer comes
of 30% on the Loyalty On market day one ask for every customers name and back for the second time they are
15th of October. record it, explaining that they have the chance to receive a considered loyal.
voucher for market day two. It will not be stated that every The name sheets will be kept only at
returning customer will receive $5 off on market day two as main stall (not as roaming sales as
this may cause some customers to prolong a second this may cause double ups). Only
purchase until this date (which they may later forget). sales made on the 8th will be
Between market day one and two a social media post can recorded in this way.
go up stating that everyone who entered their name When a customer returns to market
(returning customers) are a winner and will receive $5 off day two, the name will be crossed
their next purchase). Returning customers receive their off. The crossed off names will be
discount and are considered brand loyal. compared to the non-effected
The names will be recorded on the sheet found in names to find the percentage of
Appendix H. those who came back a second
The sheet will simply include the name and purchase time. These return customers will be
details of the item. (Example: 1 X Earring Holder.) considered brand loyal.

Achieve market Sales After market day two is complete, data will be collected
share of 60% in from our own profits and sales, the QUTopia Bureau of
accessories statistics and our calculation market share compared with
department by competitors.
15th October Predicted products market share has been calculated in
Appendix G. With no direct competitors, predicted market
share is 56%. Whilst the brand faces several indirect
competitors targeting the same market, LULU and friends
aims to maximise profits and desires and achieve 60%
market share.
Performance data from all stalls will
be collated into one data set. LULU
and friends data as well as Knit-wit,
Bed Head, Body Bliss and Bag to
the future will be collected and
placed into a table. Market share
will be identified to determine is
LULU and Friends achieved 60%
market share.

Objectives and metrics will be used to evaluate the overall success of the brand in a summary report.

16


6.0 Marketing Mix Strategies

6.1 Product Strategies
The products available at LULU and Friends include earrings (both dangling and studs) as well as

quirky earing stands. Each of these products will be carefully laser cut and some hand painted

(Appendix I). The designs are specifically tailored to meet the desires of our target market and are

aesthetically inspired by the character ambassadors, LULU and her two friends. To cater to a broad

market a wide variety of earing styles will be available from understated to eye-catching, classic

shapes to playful designs and natural MDF to colourful paint.

The most unique aspect of the product is the laser cut quality to it, according to the top 10

consumer trends of 2016, consumers are motivated by technological advancement and its uses in

day to day life. For a product to be manufactured in a new and exciting way, people may be

inspired to partake in what they see as being a futuristic product (Kasriel-Alexander, 2016).

Earrings will be attached to a cardboard backing, which will be shaped as either LULU or one of her

friends face (customers are able to personalise their packaging by select their favourite character).

The back of this card will have a short character biography as well as product details (Appendix K).

Both the earrings and earing holders will be packaged in small bags labelled with the LULU and

friends logo for advertising purposes.

Product prototype Earring cardboard backing

17


Table 6.1.1: Supplies and Sources

Ingredients/Supplies Supplier Comments Photos

4mm laser cutting Donated by QUT This wood is used as the main material
MDF wood and clear Design Faculty for the jewellery. It is laser cut into select
Perspex shapes and styles that perform as the
base of the earring.
(Kadmium, 2016)

Paints (Nail polish) Donated from The paint used in designs for the
group members earrings is nail polish, due to the thick
and slightly glossy finish. The colours
are specifically chosen for youthful and
nostalgic reasons. (EBay Listing2, 2016)

Stud backs EBay Purchase Sterling silver earring backs specifically

chosen to minimise allergic reactions
and ensure the health and safety of
customers (Appendix A).

(EBay Listing, 2016)

Jump rings EBay Purchase Used to connect create dangling earing

designs.

(EBay Listing3, 2016)

Packaging Donated from (HowDivine, 2016)

Capel Pastoral Co

Label Stickers Donated from

Parker Placements
Pty Ltd

Paper/Cardboard Donated by Used for earring holders

OfficeWorks Pty
Ltd

18


Table 6.1.2 Value proposition

Style Cutesy, playful, fun and youthful LULU and friends revolves the brand aesthetic around the illustrated brand
ambassadors. The designs are simple yet quirky, providing customers with unique jewellery. Whilst the brand
colours are a young and girly pale pink, white and black, earrings designs vary in colours from pastel to bright.

Health All of our Earring backings will be made with surgical steel. Many people are unable to wear basic earrings due to
Benefits allergies and reactions to normal metals, but with surgical steel, this risk is minimised (Russ-Johnson, 2015)

Altruistic LULU and friends uses a low environmental cost, low emissions method to cut our pieces that produces minimal
waste and low secondary pollution. (Kellens-Karel, 2014).

Social Desire to stand out and remain fashion forward is a big driver for purchasing accessories. However our market is
also self-conscious and does not like to draw too much attention from their peers. LULU and friends provides a
solution to these consumers torn between uniformity and personal expression. Our products will provide
customers with a bold and playful way to accessorise, personalising their outfit, which can be more trend
conservative (Redsicker-Patricia, 2014).

19


6.2 Pricing Strategies
The jewellery industry is a luxury market thus it is not highly price sensitive in comparison to other

markets. The demand for jewellery is mostly high due to the majority of young fashion conscious

female consumers. The target market of people willing to purchase jewellery are those that are

happy to splurge or luxury goods and are usually less inclined to be price sensitive. Thus the

jewellery industry is inelastic, as there is only a small change in demand when prices change. LULU

and friends pricing strategy is at the market pricing or competitive pricing (Garrett et al 2008).

At this years QUTopia market day, LULU and friends has no direct jewellery competitors; there are

however similar businesses that are selling accessories. This gives us an advantage over other

accessories venders, as our products are very unique. Through analysis of past jewellery business

prices and profits, the decision was made to sell all the stud earrings for $40 and all the dangly

earrings for $50 (Russell-Bennett, 2016). Additionally, the earing holders will be sold for $70. The first

market day will consist of stocking 70% studs, 30% dangly earrings. The second market day will then

be adjusted after analysis of sales figure. The cost per item is a low $0.21, well below the $2

QUTopian limit (Russell-Bennett 2016) allowing LULU and friends to breakeven at 47 units.

Figure 6.2: Profit by Sales Volume

20


6.3 Placement Strategies
LULU and friends will be utilising the exclusive channel strategy (Edgar, Huhman, & Miller, 2015) and

pull strategy (Chipp & Chakravorty, 2016) to launch our product to the QUTopian.

We also will be catering to personal pre-order requests via the Facebook page and be advertising

through social media. To ensure that the product remains exclusive to LULU and Friends and that

the team can monitor quality of service and stock third party stalls will not be used to sell. To

increase brand visibility and points of purchase, wandering salespeople will be continuously used.

Stall 10 was chosen to attract customers from the high exposure stalls across from LULU and friends.

This stall is near doorway congregation areas, which has been identified as strength in the SWOT

analysis. Fairy lights, balloons and banners will be used (Appendix L) to attract attention, spur

curiosity, as it was evident at the Southbank markets that it is easy to miss stalls amongst the crowds

(Appendix C).

Table 6.3: Store Feature

Features Comments
Location Stall 10: Near high traffic stalls and spaced areas for attracting congregating crowds. Stall located in
the middle top of the market. Along most of the walking areas. The two sides will be used as point of
sales, decorated similar and showcasing the same product to avoid crowding.
Lighting Lighting from Z block. Fairy lights up the wooden poles to draw attention.
Potential neighbors Only Stall 9. Opposite stall 10 are the high exposure stalls.
The other side in one of the exits and expected congregation areas,
Traffic Flow Congregation areas and high traffic areas near the centre of mapped area. Along main walk way. Easy
to access.
Floor coverings Tile
Access to a wall Allows for visual merchandising with crates. Stall 10 does not have a physical wall.

Posts Poles attached to table with duct tape to secure. These will be wooden to keep in with the laser cut
wood theme.
Sound N/A
Impediments Congregating parties block stall. High exposure stall attract more attention and crowds making their
way will block potential customers.

Overall look The stall will have two tables with banners across the front showcasing an illustration of LULU and
friends. These banners will be hand-painted on white material. Posts will be attached to these tables
holding up a string on pink and white balloons as well as the laser cut LULU and friends logo (on
MDF). The high vantage point of the balloon will increase visibility and draw attention to the stall. The
logo will be placed on the corner of the stall to optimize visibility.
Product holders Product will be store on earing holders (which will also be for sale) as well as placed out on the table
attached to their illustrated backing card.

21


6.4 Promotion Strategies
Emphasis has been placed on implementing tactics that integrate both traditional and new media,
as studies suggest implementation of both can more than double promotional efforts (Leinbach-
Reyhle, 2015).
Table 6.4 Promotion Strategies
Key Message
Create knowledge about the brand
using unique brand imagery and
characteristics that remain
consistent across marketing
channels. Company branding aims
to create a sense of brand
recognition within the marketplace
and make LULU & friends
distinguishable to potential
consumers.
Create brand awareness and call to
action by inviting consumers to
investigate the brand further and
seek the opportunity to purchase.
Create brand awareness within the
marketplace by having advertising
on packaging that will create a
presence within the marketplace.
Create action to purchase through
effective brand imagery to portray
to the consumer that LULU &
friends products will bring them
feelings of happiness and nostalgia
of their childhood.
Create brand awareness and call to
action to purchase by driving
consumer desire to purchase
through the portrayal of a brand that
evokes happiness and nostalgia.
LULU & friends aims to evoke these
emotions through the posting of
content that is both relatable to the
target market and playful.
Communication Promotional Tactic
Mix Element
Corporate LULU & friends brand logo integrates the company colour scheme of
Image light pink, white and black to communicate a consistent brand image
(Appendix D).
LULU and her two friends represent the brand LULU & friends as brand
ambassadors. These character act as the face of the company and
integrate the brand philosophies of happiness, playfulness and child-
like innocence through their depiction and association with the brand
(Appendix D). Short biographies will be written for each character to
create a personal and relatable touch for consumers
The company uniform worn during both market days will integrate the
company colour scheme of light pink, white and black to further
reiterate the companys brand image and perception within the
market. A logo will be visible on the uniform.
Advertising An advertisement flyer will be distributed a few weeks out from market
day that features key information regarding the brand. Flyers will
integrate LULU & friends brand logo, in addition to the company colour
scheme of light pink, white and black (Appendix D).
Consumers of LULU & friends at market day will have the opportunity
to have their item packaged. Packaging consists of illustrated
cardboard backing for the earrings as well as a branded paper bag (for
both earrings and earring stands) (Appendix J).
Personal selling The Facebook page will allow consumers to pre-order designs, so they
can be readily available for purchase and pick-up on market day, and
consumer do not risk missing out on purchasing their favourite product
design.
LULU & friends will have 1-2 roving sellers present within the
marketplace during both market days. These roving sellers will be in
company uniform, carrying platters of earrings around the marketplace
with the opportunity to purchase directly from sales representatives, in
addition to the opportunity to physically visit the LULU & friends market
stall.
Product Consumers of LULU & friends at market day will have the opportunity
placement to wear the item immediately, contrary to the other option of
packaging the item. If consumers decide to wear the item on market
day, they will receive a small discount off the market price of the item.
In addition to sales representatives wearing the company uniform, it
will always be a requirement that representatives act as brand
ambassadors for the product. Therefore, each representative must
wear a minimum of one product from LULU & friends and is not
permitted to wear any accessories from competitors during market day.
22
Create brand awareness by utilising
the potential reach that social media
allows with our chosen target
market. Interaction with consumers
aims to create brand transparency
between the consumer, the product
and the brand, effectively engaging
the consumer to discover how the
products are sourced, manufactured
and marketed.
Create trial and brand awareness
amongst potential consumers by
engaging consumers to interact with
the product by portraying the brand
to be fun and joy generating.
Digital Effective use of the official LULU & friends Facebook page will aim to
marketing inform and interact with consumers (Appendix O). Admin will post a
minimum of twice a week with relevant content that includes featuring
the earring of the week, videos and photographs depicting the process
of the jewellery production, and features on the LULU & friends brand
ambassadors. Additionally, a stylised photo-shoot will be documented
on the page that will feature the product guide, allowing consumers to
discover the products available.
Sales promotion During market day one and the days leading up to market day two,
& digital encouraging consumers on both LULU & friends Facebook page and
marketing on market day one, to share images on the official LULU & friends
Facebook page of their products or them modeling the products.
Those who actively participate in the social media positing will go in
the draw to win a limited edition jewellery holder. The winner will be
announced at the end of market day two.

In Table 6.4, large emphasis has been placed on the promotional communication of digital

marketing based on the findings that suggest the target market demographic spend up to 92% of

their home internet time on social media networks (ABS, 2014). Furthermore, with an increased

consumer trend in e-commerce sales, evidence suggests that consumers rely on online retail

shopping to discover and purchase new products based on its convenience and accessibility (Key,

2015). Therefore, promotional tactics will be predominantly through Facebook based on the target

markets active participation with this mode of social media. (See Appendix M for Promotions

Calendar).

23
 Details. ($AUD) ($Q) Sub Total Total
7.0 Budget


real
currency
QUTopia
currency
01. Estimated Income
Turnover 70 stud earrings at $40 $2,800 $2,800
30 dangly earrings at $50 $1,500 $1,500
$4,300
02. Cost of Sales (Production)
Materials for manufacturing product Wood used to create earrings
$0
donated by QUT
Laser cutter provided free of charge
$0
by QUT
Nail polish/ paints donated by
$0
group members
Jump rings $3
Studs and dangly earring parts
$18
bought online
2 sheets of Perspex donated by
$0
QUT
Packaging Paper packaging donated by Capel
$0
Pastoral Co.
Paper/cardboard donated by
$0
OfficeWorks
Label stickers donated by
$0
ParkerPlacements Pty Ltd
Total cost of sales
$21

03. Distribution
Stall cost Stall purchased $300
Cost of stall materials Table donated by group member $0
Till donated by group member $0
Cost of stall decoration Wooden sign for logo made from
$0
laser cutter at QUT
Poles donated from QUT $0
Balloons donate by Capel Pastoral
$0
Co
Banner materials and paint donated
$0
by group member
Fairy lights donated by group
$0
member
Tree stumps donated by group
$0
members family
Table cloth donated by group
$0
member
Storage containers Containers to keep products in
$0
donated from group member
Money containers borrowed from
$0
home
Delivery Costs Free delivery for earring backs
$0
bought online (100)
Total distribution costs $300
04. Promotion
Lecture advertising No lecture sponsoring $0
Facebook advertising Facebook page created & shared in
QUTopia group and across $0
Facebook
Sales promotion $0 $0

24


Team uniforms Team shirts (plain white T-Shirts)
$0
brought in from home
Total promotion costs $0
05. Other Expenses
Market research No market research was purchased $0
Wages/ Salaries Alex $400
Kerry $350
Ruby $350
Isabel $350
Tayla $350
Volunteers/temporary employees No volunteers $0
Sponsor payments $0
Car parking at Market days 3 cars will be parked at the market
$35
days
Performance bonus if objectives of
MD1 are achieved
Total other expenses
$1,800

06. Total Expenses [02+ 03 + 04+

$56 $2,100 $2,121
05]
Average Real $ cost per team
$11.20
member
07. ESTIMATED PROFIT [turnover
$2,179
- total expenses]
Estimated Profitability of the
50.67%
organisation

25


8.0 Implementation Plan

(See Appendix N for Market Day Plans and Procedures)

Table 8.1: Pre-Market Day

Action Team member responsible Deadline

Source and Purchase Earing backs Alex and Kerry 4th September

Stall Design Isabel 6th September

Strategic Promotions Plan Ruby 6th September

Organise Budget and Pricing Tayla 6th September

Design and laser cut final Earrings Alex 13th September

Paint Earrings Everyone 13th September

Design Brand Logo and Brand Ambassadors (LULU and friends) Alex 18th August

Attach Earing parts to laser cut Kerry and Alex 20th September

Organise Packaging Supplies Kerry 20th September

Organise Photo-shoot Ruby and Alex 20th September

Uniform design and organisation Alex 20th September

Creative Design of Marketing Collateral Alex Continuous

Management of advertising calendar (traditional and new media) Ruby Continuous

Source Sponsorships Continuous

QUT laser cutting facilities and supplies Alex
OfficeWorks Pty Ltd Sponsorship Alex
ParkerPlacements Pty Ltd Sponsorship Alex
Capel Pastoral Co Sponsorship Isabel
Additional Everyone

Creative Design of Store Signage Alex 1st October

Source Stall Supplies Isabel 1st October

Package product Kerry, Alex 1st October

Transport Market Day Supplies 8th October

Table Alex and Isabel
Banner Alex
MDF Logo Sign Alex
Tree stumps Ruby
Earrings Kerry, Tayla, Alex
Wooden Posts Isabel
Balloons Isabel

26


Table 8.2: At Market Day 1

Action Team member responsible Deadline

Transportation Alex, Isabel and Ruby (driving cars) 8th October

Tayla, Kerry (smaller items only)

Stall Set Up Everyone (coordinated by Isabel) 8th October

In-stall sales Everyone 8th October

Roving sales Tayla and Ruby 8th October

Photograph stall and competitor stalls Keralyn 8th October

Pack up Everyone 8th October

Do quick stock and packaging inventory to determine if more Tayla 8th October
stock needs to be made for market day 2

Table 8.3: Post-Market Day 1/Pre-Market Day 2

Action Team member responsible Deadline

Purchase more backs and hoops if necessary Kerry 9th October

Make notes in second report on Google Docs Everyone 11th October

Sales analysis Tayla 11th October

Make more products Alex and Kerry 13th October

Management of advertising calendar (traditional and new media) Ruby Continuous

Table 8.4: At Market Day 2

Action Team member responsible Deadline

Transportation Alex, Isabel and Ruby (driving cars) 15th October

Tayla, Kerry (smaller items only)

Team Meeting Everyone 15th October

Stall Set Up Everyone (coordinated by Isabel) 15th October

In-stall sales Everyone 15th October

Roving sales Isabel and Keralyn 15th October

Photograph stall and competitor stalls Tayla 15th October

Pack up Everyone 15th October

27


Table 8.5: Post-Market Day 2

Action Team member responsible Deadline

Allocating leftover earrings Kerry 18th October

Make notes in second report on Google Docs Everyone 18th October

Upload competitor photos Tayla and Keralyn 18th October

Management of advertising calendar (traditional and new media) Ruby Continuous

28


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30


10.0 Appendix
Appendix A: Product and Stall Checklist
Item Detail Your Response

Is a food license required? http://www.brisbane.qld.gov.au/law No

s-permits/laws-permits-
businesses/food-business-
licences/starting-new-food-
business/market-food-stall
If you have a food, beverage, candle, or Earing backs We will be advertising surgical
skin care product. Does your product have steal
all ingredients listed on a label attached to
the product?
What are the ingredients/components of MDF wood 4mm MDF wood 4mm
your product? No hazardous materials are Surgical steal Backs (6mm) Surgical steal Backs (6mm)
to be used e.g. gel candles. Nail Polish
Non-Toxic Acrylic Paint
All products require a safety label. Some Wood breakage A card with care instructions,
items such as recycled clothes already have Allergies warranty and product risks will
this, if your product does not have this you be given with purchase.
must include this.
What are the dimensions of your stall? 1.5m x 1.5m table Height: 2m +
Width: 1.5m
Depth: 1.5m

Will you be using electricity in your stall? No No

Are there any stall features that require The banner helps up via poles. Duct tape to secure pole to
safety or mess precautions? table.

Appendix B: Product Health and Safety License Application

Item Your Answer

1. For QUTopia, any product that touches the body or is ingested requires a Yes. On the holder card that
product label listing ingredients. Does your product labelling comply with earrings are presented with, the
Queensland food labelling requirements? ingredients will be listed as
https://www.health.qld.gov.au/public-health/industry-environment/food- Sterling silver backings. MDF
safety/requirements/labelling/default.asp Wood.

All items Transported in cardboard box in

How are you transporting the food, beverage, candle or item touching the skin to car.
market day?

OFFICE USE ONLY

License approved: ______________________________
Tutor signature and date

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Appendix C: Market Visit
Location: Southbank Markets (Friday night, Saturday, Sunday)

Visit: Saturday 20th August 2016

Team Member: Isabel Capel (Distribution Manager)

Please note: Taking images of the stalls was not allowed for
design copy write purposes.

Purpose of Visit: The main purpose of this visit was to observe customer interaction and stall design in order to
create and visual merchandise the stall of LULU and Friends.

Stall Design: My focus for this visit was to take a look at corner stalls and the way they were set up. The
clothing stalls had open ways to invite customer in for a browse or try on in the small change rooms in the tent
corner. The stall in Southbank have more space, however, some stalls felt cramped and were not inviting. The
middle stalls mainly used tables to display stock. All of the jewellery stalls has an area to walk in with tables
mapping out the stall.

Applicable to QUTopia Market Day: Tables with clear and spaced out product look far more professional and
appealing. Stalls with too much design and product made me feel cramped and I could not enjoy looking at
the product. Also these stalls tended to be darker.

Customer Interaction: A lot of the stall operators were seated and reading. Some were actually talking with
other stall sales people and not manning their stalls. This was unprofessional and provided an opportunity for
theft. Those that were attentive were helpful and understood and were passionate about what they were
selling. These people were the artists, creators or heavily involved in the process. I did notice that my age (21)
made some hesitant towards me. They may have believed I was not a serious buyer or watched me for theft.
As I work in retail, I have been provided training to mask this suspicious and ensure that customer is served (as
you can be very wrong).

Applicable to QUTopia Market Day: Ensuring that there is always quality service provided at the stall.
Inventory management and replacing stock as it is sold. Customer service guidelines to ensure no customer
leave the stall with a negative experience. This will impact sales.

Queues: Most of the stalls did not line up the stall flush. The tables were a few centimetres back to give
customers room to browse while people walk behind them.

Applicable to QUTopia Market Day: Give room for people to have a look at our products. Acknowledge
everyone who comes past to gain interest. Using decoration distinguish stall from competitors to attract
interest (high vantage points are most visible).

Inventory Management: Making sure as something is sold the display is re-merchandised.

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Appendix D: LULU and Friends branding

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Appendix E: Competitor Map

Appendix F: Positioning Competitor Map

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Appendix G: Market share Calculations
Sem 1 2016
Turnover Market share Profit Product Profitability Price (Av.
(Total (No. of % price per
sales) units sold) unit)
Quote N 2,720.00 49.54% 1,054.00 95 38.75% 28.63
Wear
Roots N All 2,770.00 50.46% 470.07 49 16.97% 56.53
Total 5,490.00 100.00% 1,524.07 144 27.76% 38.13
industry
Average 2,745.00 50.00% 27.76%
Sem 2 2015
Turnover Market share Profit Product Profitability Price (Av.
(Total (No. of % price per
sales) units sold) unit)
Ember and 3,645.00 66.39% 1,458.00 81 40.00% 45.00
Ash
Queens 1,885.00 34.34% 13.95 59 0.74% 31.95
Remade
Total 5,530.00 100.73% 1,471.95 140 26.81% 39.50
industry
Average 2,765.00 50.36% 26.62%
Sem 1 2015
Turnover Market share Profit Product Profitability Price (Av.
(Total (No. of % price per
sales) units sold) unit)
Band It 1,505.00 27.41% -12.34 32 -0.82% 47.03
Ex-change 4,850.00 88.34% 3,200.03 60 65.98% 80.83
Total 6,355.00 115.76% 3,187.69 92 58.06% 69.08
industry
Average 3,177.50 57.88% 50.16%

Market share range

Sem/Year 50.00%
Sem/Year 50.36%
Sem/Year 57.88%

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Appendix H: Metric Recording Documents
Sales Dockets

Customer Loyalty

Name Item Purchased

1.

2.

3.

4.

5.

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Appendix I: Product Trial

Product design, laser cut and paint trial

Earing holders shape prototype Laser cutting process photograph

Appendix J: Packaging Aesthetic

Bag packaging inspiration (serves as advertisement)

Cardboard that holds earring product (holes punched for earing to go through) (writing on back)

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Appendix K: Product Disclaimer
Australian made. Sterling silver earing, laser cut MDF/Perspex with nail polish finish. All of our products are
made with care, however, if you have any concerns please dont hesitate to contact LULU and her friends via
private message to our Facebook page.

Appendix L: Stall Design

Stall design mock up Stall aesthetic inspiration

Stall space in z Block, QUT

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Appendix M: Promotions Calendar (Approximate)
Date Promotion
6th September 2016 Publish LULU & friends logo as profile image
11th September 2016 Release first image of LULU & friends as Facebook cover photo
12th September 2016 Release image of Lulu and short character description
13th September 2016 Feature photograph of earring of the week
14th September 2016 Release image of Lulus friend 1 and short character description
16th September 2016 Release image of Lulus friend 2 and short character description
20th September 2016 Feature photograph of earring of the week
22nd September 2016 Feature article of interest
24th September 2016 Release of gallery featuring most of product line available at
market day
27th September 2016 Feature photograph of earring of the week
29th September 2016 Publish short video displaying the process of laser cutting and
footage of the earrings being hand-made
3rd October 2016 Release images from stylised photo-shoot in an album
4th October 2016 Feature photograph of earring of the week
6th October 2016 Feature an article of interest
8th October 2016 Release images and status checking into market day
9th October 2016 Infographic outlining details for photo competition
10th October 2016 Brand loyalty discount post
11th October 2016 Feature photograph of earring of the week
13th October 2016 Brand loyalty discount post
15th October 2016 Release images and status checking into market day

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Appendix N: Market Day Procedure

Time Action
Frame
Friday Cars packed
Night
7:30 Arrival On Day
Meeting
8 8:30 Customer Service run through
Due to the Exclusive channel strategy being used, contingency planning must
take into consideration customer dissatisfaction as a major weakness to the
business as reported in the SWOT analysis.
Meeting the customers expectations and demand for value and quality of
product, and in turn satisfying customers is vital for a businesss continues
existence (Ok et al, 2007).
In order to ensure that any complaints are effectively handled discretely, a
printed card will be added to all purchases with care instructions, materials and
warranty (McCollough, 2009).
This note will direct the customer to message the Facebook page privately
message the issue.
Sales Training
Add-ons (more than one product per sale)
Close of sales
Money/product exchange
Stock storage and Visual Mechandising throughout the day
Location of storage
How to gain Customer information during the sale?
Work place health and safety procedures
(Ok, Back and Shanklin, 2007)
8:30 Stall Set up
Table
Visual Displaces
Product allocation
Storage areas
10.45am Stall Close
Pack up Clean up
Product and merchandising displays packing into storage
Table taken out
Final clean up
All information split between team members to ensure that is anything is lost-
Reduce risk of data loss

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Appendix O: Social Media

LULU and friends Facebook page

PROMOTIONAL OFFER TITLE

Summary of promotional offer

Text Text Text Text Text Text Text Text Text Text Text Text Text
Text Text Text Text Text Text Text Text Text Text Text Text Text
Text Text Text Text Text Text Text Text Text Text Text Text Text
Text Text Text Text Text Text Text Text Text Text
Text Text Text Text

LULU and friends xoxo

Promotional flyer mock up

41