Presentation of a Firm

Principles of Marketing Prof. Dr. Urban

Presentation made by Lydia Wiesnet

WS 10/11

http://www.manondesign.de

• Mission: „We want to provide exclusive and

sustainable fashion for women. Our strategy for

doing so is very simple-first, use natural fabrics for

our production that are made of certified organic

fibers. Second, the facilities the fabrics have been

refined in, implement the highest labor standards.

And finally, offer made-to-measure manufacturing.“

History of the company

1996

• Until then eco-fashion was called „muesli fashion“

• Only uncoloured Natural fabrics used; no female cuts

• Her business idea developed/ found niche

• Freelance work for designer Silke Manon Wiesnet

Nov. 1996

• Silke Manon Wiesnet is working for a german company (Nema) as an independent designer

• Spremberger Tuche produces hanf fibre (very high quality)

• Silke M. Wiesnet is starting to use those fibres for a classic female eco-collection

• Eco-collection competition from AOK

Feb. 1997

• Wins the award: not only 15.000 Mark but also a sponsored fashion show and a stand at CPD (Collection Premier Düsseldorf), the largest fashion exhibition in Europe that time

• Got introduced to business partners, suppliers and customers (first contacts)

1997

• Self-employed

• Orders taken by Sales agency

• Externally subcontracted production work (Stollberg/ Saxony)

2000/01

• Firm growth

• New studio

• Opening of the first store brand shop

2006

• Firm growth

• Shift in production levels; outsourcing to Poland

Strengths

- Produced in Germany that makes

Individual production possible

- Very high service standard supply and

delivery at short notice possible

- Certified organic fiber, remarkable

fabrics

- Nickel-free zippers preventing

allergy

- No azo dye (chem. colorant) or

chlorine bleach

- Up to larger sizes 34-52

- Staff members get involved with

innovations and creative ideas

Importance and value of the

employees

Weakness

- Poor marketing strategy

- Low degree of brand awareness

- Higher production and logistic costs

- Low break even point

- Difficult to find qualified staff (not many

applicants in textile branch and those

few are big firm oriented)

- No bulk purchaser

many smaller customers

SWOT- Analysis

SWOT- Analysis

Opportunities

- Outsourcing (outside the EU)

- Own brand stores

- New collection for young people

(between 20-30 years)

- Joining international trade fairs

- Market segmentation

- Trends (health trend in USA, Canada

and GB), costumers become ecologically

aware

Threats

- New & existing competition

- Production overseas: risk of downgrade

the quality of the product

individual supply at short notice not

possible anymore (but this makes

manondesign different to other

competitors)

- High transport costs (only worth over a

certain quantity)

- Boutiques vanish more and more on the

market, because of vertical warehousing

and standardized/uniform trends

- New legislations

- Economic recession

Women‘s outer garments

Jackets Skirts

Blouses Trousers

Shirts Leggings

Tunics /dresses Heats / scarfs (accessory)

Product http://www.manondesign.de/

Markets

• Green=

current

market

• Red= priority

new market

• Orange=

important

• Beige=

further

potential

markets

North American Market

Growing health awareness

influences change of lifestyle in America

People start eating healthier, doing sports

Becoming vegetarians

Also potential for „health combined with Fashion“

(Mass markets are full of cheap clothing

produced in China)

Productdecisions: high price for high quality

Vetono

Consequent

Schweikhart

Selena

stronger Distribution,

more turnover

Augenstern

Marlise Mitthöfer

Natural Wave

Competitors

Distribution

Agent middlemen

For the different countries or regions

Are selling the current collection to merchant middlemen

Quantity produced = Quantity demanded

(ordered)

Commission = Add value to product; have to identify with the good

Merchant middlemen

Boutiques sell to customer (Endconsumer)

Length of consumer Marketing channels

one level: manufacturer - retailer - consumer

Sometimes two levels: manufacturer - wholesaler - retailer – consumer

Communication • indirect distribution method, communicate personal and intensional

• Invitations to every trade fair & prospects sent to customers (information flyer)

• Elements of MANON‘s Communication policy:

Commercial Marketing Publicity Personal Selling

Printed

articles

Prospect

webpage

Fashion

shows

exhibitions/

trade fair

Contest

Conditions

Special offers

Article in

local

Newspaper

Examples/

models

Outlet/ sales

agency

Pricing and financial data

Winter collection is always more expensive, because:

Thick/warm fabrics & more fibre used

Summer collection

Model___________

Top

Dress

BP ( Net in Euro )

29,00

89,00

SP (BP * 2,2)____

63,80

195,80

BP times 2-4 (depending on the location 1A,1B, marginal area, etc.)

=SP

Calculation demo.xls

Perspectives, conclusions and suggestions

According to the Ansoff table MANON Design should expand

overseas and further in Europe with the same product on a new market

Reducing costs for research and implementation (Market development)

If successful MANON Design could create a discrete collection for women

between the age of 20 and 30

Men collection already failed exclude this as an opportunity

Offering good work conditions to exemplary sewers and agent middlemen

Outsourcing production to cut costs, but no decrease of quality!

Sources of Information

- Webpage www.manondesign.de

- Pricelists, documents, certificates and reports of the firm

- Insider information

- Http://innatex.muveo.de/

Thank you for your attention!