The first step of Melissa’s internationalization strategy is to determine the countries in which Melissa shoes would be popular. We will analyze countries based on their demographic, psychographic and behavioural profiles of the population. Some general indicators of a conducive environment to expand into include high disposable income, a culture that appreciates fashion and arts and a developed retail infrastructure. Crucially, there has to be a significant market for high-end dress shoes for women and a corresponding strong demand for them.
Add Comment In future, with increased brand awareness and a stronger brand image, Melissa can venture into different products. We can start off with products that are complementary to shoes, like accessories (socks, jewellery, bags, belts etc.). In addition, since Melissa has already collaborated with some fashion designers to design shoes, we can do the same but with clothes instead of shoes. Like the shoes, the accessories and clothes will cater to a niche market, and keep in line with Melissa’s image, in order not to dilute it. Some other interesting areas we can venture into include furniture. Again, the furniture will be marketed as works of art, staying consistent with the Melissa brand. We also hope to set up a shoe styling and designing school, The AcadeMy, in partnership with existing art schools. Currently, there is a lack of schools specialising in shoe design. Hence, we want to take this opportunity to groom talents in this field. Collaborating with existing design schools would also enable students who are interested in shoe design but do not want to delve too deep into it to explore their interests as they would be able to take a few courses on shoe design instead of a whole program. Upon graduation, students of The AcadeMy can join the Melissa design team as resident shoe designers. The following is an analysis of Melissa's brand value under different conditions.
This post calculates Melissa's brand valuation, and documents the steps taken to do so.
Melissa's New IMC Program can be evaluated based on the following 6 criteria - Coverage, Contribution, Commonality, Complementarity, Versatality and Cost. Because Melissa's IMC Program centers around 3 main forms of communication options, its coverage is as follows: The table below provides an overview and evaluation of the different marketing communication options used in Melissa's New IMC Program. Slogan The IMC Program and all marketing promotions done will be centered around the slogan (below), which is aimed at strengthening Melissa's brand associations, namely individualistic, innovative, artistic, heart. Phases of Melissa's Marketing Promotions Adapting the Hierarchy of Effects Model, there will be 3 phases in Melissa's marketing campaign. The following sections will take you through each phase of the campaign.
Location
Melissa will open its flagship store called the 'The Melissa Gallery and Boutique' at Ion Orchard and this would be the only direct company-owned store located in Singapore. Ion Orchard has been identified because the positioning of the mall is perceived to be aligned with that of Melissa’s new positioning. For instance, some of the mall’s target segment include the fashion forward within the working professionals and executives alike, and also those seeking a modern and sophisticated lifestyle. Furthermore, part of Melissa’s brand identity as being innovative and artistic also gels in well with Ion Orchard’s signature futuristic architecture. In order to reposition Melissa as a high end brand, we will charge a premium price for our products. Each pair of shoes will cost between $500 to $1000 depending on the complexity of design. This price premium is justified by the fact that each pair is a limited edition work of art and a collector’s item, with potential high resale value. In order to produce shoes as “wearable pieces of art”, Melissa will collaborate with a diverse range of designers such as furniture designers, architects and artists, amongst their array of high end fashion designers. Melissa shoes will have a unique look, design and a more artistic edge, whilst remaining completely functional and wearable (such as the ones shown below).
New Positioning and Target Segment Based on the new positioning as a “wearable piece of art”, Melissa will focus its marketing program on a new target group that has been segmented according to psychographic needs. This new target group comprises of art enthusiasts who know how to appreciate various forms of art and may even be avid collectors of art pieces. They are individualistic and this trait is usually be manifested in their fashion choices. They are also relatively technology-savvy and most likely to be middle-aged (25 - 45 years old) with high income. Objectives of Melissa's New IMC Program
New Logo To align with Melissa's new positioning, a new logo has also been designed. This logo will be used in placed of Melissa's previous logo throughout the entire IMC program. | ArchivesNovember 2011 CategoriesAll |