SOCIAL & RESPONSIBLE MARKETING

Presentation of a

Social Project: GO VINTAGE

PLAN

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1THE CONTEXTE 2MIX

MARKETING 3Partagez votre présentation

THE CONTEXTE 1

INDUSTRY FACTS

205000 Ton

1.1 Billion

220007-29Ton

4000

180000Ton

100-500Years

4.4 Billion

QUEBEC GOVERNMENT ACTIONS

• THE CAMPAIGNS– 3R.V– PRIMARY AND

SECONDARY SCHOOLS

• RESULTS:– 70400

REDUCE THE ENVIRONMENTAL IMPACT

THE PURPOSE

CHANGE THE MINDSET TOWARDS PRODUCTS MADE OUT OF EXISTING RESSOURCES

THE FOCUS

BUSINESS MODEL

Collect

Classify

DELIVER & SELL

Design

WashDry

SWOT ANALYSIS

STRENGTHS:UNIQUENESSON CAMPUS FACILITYCUTTING-EDGE

WEAKNESSES:RANDOM SUPPLYNEW WAY OF THINKING

SWOT ANALYSIS

TREATHS OPPORTUNITIES

Promote Eco-Designers

Educated and Ecological

Consumers

Government Campaigns

New Low Price Clothes

Promote Eco-Designers

MARKETING RESEARCH

TARGET

Who will be the target of Go Vintage?

Total Number 38781*85%=32964

Monthly Budget

Age

Gender

58% 42%

BUYER BEHAVIOR

What are the main factors affects buyers’ decisions?

Buyer’s decisions

Price

Uniqueness

Customer service

Quality

IMPLEMENTATION

Mar. Apr. May June July Aug.

Sep. Oct. Nov.

Gathering clothes

Get in touch with eco-designers & models

Advertising

Clean and Classify the clothes

Hire tailor & eco-designer to customize clothes

Fashion show

MonthEvents

EVALUATION AND MONITORING

Get emails from our customers

Comments area on our website

Weekly sales report

Q & A

• How to enhance the quality of donations? -We have a reward plan for the one who donates thick coats to us.

• How many people are donating in ULaval? -According to the result from our survey, among the 86% interviewees who said they donate 75% of them donate once a year 15% of them donate twice or three times a year 10% of them donate more than three times a year

Q & A

• How do we deal with the clothes that cannot be reused?

2 MIX

MARKETING

PRODUCT, PRICE, PLACE & PROMOTION

What is the core product, the major perceived benefit ? PRODUCT

BEHAVIOUR CHANGE

Act

Product

• SELLING CUSTOMISED CLOTHES • UPGRADE, REUSE AND RECYCLE OLD CLOTHES• THE DESIRED BEHAVIOUR ?

• CHANGING THE MINDSET OF PEOPLE ABOUT OLD CLOTHES

• VINTAGE SURVEY RESULTS • OTHER PRODUCTS (CLEANING COMPANIES)

VINTAGE STYLE

• Hiring Eco Designer• Vintage Signification

PRICE

• THE RANGE OF PRICE• AVERAGE PRICE• OFFERING SOME

ARTICLES AT A SYMBOLIC PRICES

• SPECIFIC PRICE FOR CLEANING COMPANIES

PRICE

PLACE

• ON THE CAMPUS: DESJARDINS BUILDING– STORE & WORKSHOP– 5 DAYS / WEEK

Where & When ?

The Shop’s Disposition• Back Store • Back Office• Workshop • Shelves Space• Counter

PLACE

• RECUPERATION POINTS:– ALL BUILDINGS ON THE

CAMPUS– QUEBEC MALLS (STE FOY, LA

CAPITALE

– SUPERMARKETS (METRO, MAXI…)

PROMOTION The Logo

GREEN, UNIQUENESS & FASHION

The Verb “Go” is used for inciting people

Our Slogan

The “T” is replaced by an old style Shirt

The sign refers to recycling

PROMOTION Channels

• SOCIAL NETWORKS– FACEBOOK

• CHYZ RADIO– UNIVERSITY LAVAL

STUDENTS• WEB SITE• FLYERS / TV DISPLAY

– BUILDINGS OF THE CAMPUS

• FASHION SHOWS

Que pensez-vous des transitions que vous venez de voir ?

Nouvelles transitions

Elles sont également nouvelles.

3Consultez vos diapositives où que vous soyez !

Competitive Advantage

Inbound Logistics

• Collection• Classification• Inventory control

Firm infrastructure: General management, Finance, Accounting

Human resources: recruitment, voluntary work and community participation

Technology Development: Continuous improvement in sewing and design

Fabrication

Outbound Logistics

• Warehousing• Order fulfilment•Distribution

Marketing and Sales

• Partnership • Advertising• Promotion

Service

• Customer support

Procurement of Resources: improvement of resources by increasing the number of the collection points and by improving the quality of our resources

SupportProcesses

PrimaryBusiness

Processes

Porter Value Chain Template

Our investments

Collection

1500 $

Go Vintage collection Point

Classification

Hoover DST 10146 PVG

BRANDT ETE6336F

AURA BF86

200$ 320$

800 $

1300 $

Production

BROTHER NV1500

BROTHER NV1500

Rauschenberger 395

5200 $

3264 $

Sewing kit

450$

200$

Shop

Old industrial stuff

$FREE$

$FREE$

Office

Desk LK 203

200 $

HP computer

350 $*2

HP Printer

200$

My Grandmother phone

20$

Fournitures

75$

Community workshop

Table IKEA KILORUF +chairs

100 $

Coffee machineBialetti

100 $

Janome Sew Mini

100 $

Sewing kit

60 $

Other needs to launch the company

Employees

The four founders with polyvalent role (and no wages during the first five months, then 10$/h & 20h/week until 2012)

Two employees:• An eco-designer (35h a week, 15$/h)• A dressmaker (35h a week, 12$/h)

A local with the utilities

560$/month

Other needs

Production needs

100$/month

6$/month

Official website

The financial plan

With a average price of 20$, we need to sell 2216 units (24 units/day) to be profitable

If we sell all our clothes in 2011 (6720 clothes, 73/day), we will realize more than 200% of benefits.

Perspectives:

Our workshop produces 8 pieces/hour (13340/year).

In our plan, between September and December 2011, according to the results of the survey, it is easy to reach more than 2500 sold units.

With the stock of 2011, we will have produced at the end of 2012 more or less 17660 units. We suppose that 7000 of them could be sold.

We deeply think that before the end of 2012, we should find new market to sell our production.

Perspectives

Quel message voulez-vous diffuser ?THANKS FOR YOUR ATTENTION !

TO BE CONTINUED…