By Maria Estegneeva
Product Evening dress
Theme What is Clubnika? 1) “Nika” (from Greek means “Victory”) Winner of a night….. 2) “Klubnika” (from Russian means “Strawberry”) Seduction, glamour, sweet…
Sexy clothes in which woman is sure that this night is for hanging up. This is time for modern woman to enjoy the power of femininity.
Mission To help women to buy the complete outfit for evening or night in one place with a wide range of products.
Vision To create a successful brand, which is associated with true feminine beauty, sexuality, glamour and also with philosophy of night life of independent women.
Segmentation groups Demographic profiles 1 Elena
Big city (a lot of universities)
Income per month
1500 (for family)
2500 (for family)
Everything that is in fashion
Where do shopping
Trips to bigger cities such as Krasnodar, Moscow, abroad, During business trips
The same location she lives
The same locations she lives or make shop trips to the bigger cities
Student, lives with parents
Mexx, Diesel, MaxMara, Sisley
Turkish unknown brands, Oggi, Mango
Oasis, Zara, Missixty, Topshop
1 Elena independent
Segmentation groups Styles to each groups 2 Margarita classical
3 Veronika young
SWOT analysis Strengths • The open niche. • Target group is growing. • Places to promote • Medium price Weaknesses • No recognition of a brand • Middle price
Opportunities • Expansion to other big cities • To widen the range of goods (urban style) • Collection for men (suits) Threats • The tendency to buy cheaper clothes (because of the crisis) • To be lost in a big shopping mall among other brands
Competitor` s benchmark
Competitor` s benchmark Brand philosophy/value/style Brands
in the late 20` s women
Feminine clothes with a flattering fit and an emphasis on color, print and special embellishment.
0 and 40 years old Men Women kids Babies teens
Fashionable, wearable, colorful and are synonymous with quality, value and unique design.
0-40 years Women Men Kids babies
Through their ingenious designs, the Marcianos changed the perception of denim forever by creating a line that was sensuous, innovative and timeless.
20-40 years women
The bright design of evening clothes emphasizing women` s sexuality.
Competitors` benchmark Price Average price in euro / brands
Clothes (dresses/high fashion items)
Distribution Location: Russia; South of Russia; the Krasnodar region. 1,000 miles souther from Moscow. Economy: Because it is considered as a southern gateway to the world, (i.e.) ice-free ports investment climates have attracted many international companies to the region. Size: as the Irish Republic. Population: 5 million people. It is the fourth largest region in Russia, after Moscow city, Moscow Oblast and St. Petersburg. Main Cities: Krasnodar, Sochi and Novorossiysk.
Shopping mall â€œGallery Krasnodarâ€? among his competitors but at the same time well-known brands such as Bershka, Oysho, Oasis, Topshop, Zara, Massimo Dutti, Mexx, Stradivarius, Guess.
Promotion 1) Advertising in local magazines such as Art of Consuming, Miniguides: - In Art of Consuming: interview - Miniguide: monthly advertising 2)To use light-boards in the shopping mall and the streets leading to the it 3) FotoBlog â€œYour best night in Clubnika` s dressâ€? 4) To collaborate with clubs: -To make fashion shows in clubs -To rent out some garment for stuff in order to be on flyers -To help in organization special events for certain clubs