B2B Marketing Strategy for Sensitive Fabrics

Anna Robbins N0422553 Marketing Strategy & Communication FMBR20001 05/12/14 3457 Words

Contents Introduction...4 What is a communications plan?

Methodology Brief Brand Introduction...5 Situational Analysis...6 Mission, Vision and Aims...7 Marketing Audit...8 Levi Brand Model...10 Gap Analysis...12 Segmentation...13 Competitor Anaylsis...14 Market Overview...16 Market Research...16 PESTEL...17 SWOT...18 Ansoff Matrix...18 Objectives...21 Reccomendations...21 Strategy...22 Detailed Action Plan...24 5. Tactics...26 Budgets &Tools...28 Examples of Creative...29 7. Control...30 Summary...30 Bibliography...32 List of Figures...34 Image Referencing...35 References...36 Appendix...37

Introduction This document is focused on the Italian fabric manufacturer, Eurojersey, in particular their patented warp knit fabrics Sensitive®. The brand has established a strong reputation among trade customers internationally, however, little is known about the innovative fabric within retail customers. In this report I will assess their current marketing strategy, then go on to create recommendations, objectives and produce a one-year marketing communications plan aiming to increase the brand awareness amongst B2C markets engaging with consumers.

What is a Marketing Communications plan?

There are a number of ways to build a marketing communications plan, however in this document I will be using the SOSTAC planning system. “SOSTAC is a system for going through the steps and building a marketing plan” (Kotler, 2001; Smith 2011, pg.

226) A successful plan requires a lot of detail but can make a significant difference to a company’s success through creating a common goal for the company to work towards, identifying emerging opportunities or threats helping to keep the company effective. (SSR, Eurojersey, 2014)

Methodology In order to produce a logical and relevant strategy for raising brand awareness, I needed to gain a thorough understanding of the brand and its current situation in the market. I did this through primary research using surveys and interviews, and secondary research using reports and articles.

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Brand Introduction

Eurojersey was founded in 1960 as an Italian textile manufacturing company, specializing in warp-knit fabrics. In 1989 the Sensitive速 project began, producing warp-knit fabrics with an innovative method, a yarn built from nylon mixed with Lycra, spun at 25 degrees in 65 degree humidity. (SSR. Eurojersey, 2014) This method is patented at an international level and production of their unique trilobal yarn in matt, superdull and silky allows Eurojersey to position themselves strongly across multiple markets including swimwear, lingerie, clothing, sportswear and even skincare. Continuous extensive research and innovation at their 32,000m2 Milan factory has allowed for a wide growth in Sensitive速 fabric product portfolio, which are now sold worldwide. The company employs 189 people and produces 15 million meters of fabric per annum. (SSR. Eurojersey, 2014) 5

Situational Analysis

“A marketing audit is a systematic appraisal of all the external and internal factors that have affected a company’s commercial performance�

(McDonald and Wilson, 2011 pg. 43) To begin my report, I will conduct a marketing audit to get an in-depth understanding of the current brand situation.

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Mission “To create the best performing fabrics and garments available in the market place, exceeding customer expectations with the lowest possible impact on the local and global environment” (Eurojersey, 2014)

Vision “We want to create a world where a consumer will enter a store and ask for the Sensitive® Brand” (Eurojersey, 2014)

Aims “Hold a strong position in the global market, consolidating the European markets while developing the position within emerging countries such as the Asian and Latin America markets.”

(Eurojersey, 2014)

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Maketing Audit

Euro jersey currently focuses its marketing communications on B2B, focusing on engaging with companies to produce their garments using the Sensitive® Fabric.

Price: Eurojersey sell directly to companies, so it is difficult to get an exact pricing as it will vary over different variables including time frame, length of fabric and colouring preference.

Cylinder printing on the fabric costs around €600 per colour, and Inkjet printing is around €800. Custom orders can be made within 6 weeks, but will cost more. Compared to competitors, the fabrics are at the higher end of the market. However, I feel this works for the company, creating an aspect of exclusivity especially as it is Made in Italy .The supply chain is therefore more expensive- a characteristic the company can be proud of. It is also a patented product and so it is unique within the market, allowing the price to reflect that.

Product: Eurojersey essentially offer a single product- the Sensitive range. However there are 14 different variations of this product, which is dependent on the weight and thickness of the fabric, for example 89gm for lingerie and 320g for sportswear.(SSR, Eurojersey, 2014) Each fabric offers customers a more comfortable fit and longevity from the garment, as well as many unique added benefits Place: They focus on four key international markets; Swimwear, Underwear, Sportswear and ready to wear. They have already achieved considerable success, with well-established brands such as Prada, Victoria’s Secret, Adidas and John Lewis within their company customer portfolio, shown in fig. 1. They also have a strong history of dual marketing campaigns they have conducted a with brands including Sweaty Betty and Triumph.

All of these companies have been sold Sensitive fabrics through in trade events and sales representatives, however few companies disclose the use of the fabrics to the end consumer.

Promotion: Their main marketing communication activities include attending annual trade fairs to promote their fabrics and added brand benefits, sending out magazines and newsletters to existing and potential customers, hang tags, PR agencies, press events, sponsoring the international woodlands trust to promote their sustainability and their website which features “company of the month” highlighting the work they are doing with brands around the world. This marketing tool is also used within the factory, displaying electronic billboards featuring the “company of the month” to help involve the company workers as a whole and move them towards a common goal. (SSR, Eurojersey, 2014) 8

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Fig.1 Eurojersey Customer Map

Levi Brand Model

Fig. 2 Levi Brand Model

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Despite their global success, with more and more competitors emerging from China, the company needs to enrich their end consumer reputation to keep their USP and through consumer demand, encourage brands to keep buying their fabrics for the added benefits.

From my primary research, I found only 10% of customers in the UK are aware of Sensitive fabrics, despite pointing out that they shop at several of its customers stores. Up until now Eurojersey haven’t heavily invested in B2C marketing, predominantly using Cbranded hang tags and editorials in consumer magazines done by outsourced PR agencies.

Their online presence includes YouTube, Facebook with 2,585 likes and “company of the month� on their own website. They also send digital marketing material out to reach bloggers and customers online. But so far this has not really worked for the company.

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Fig.3 Gap Analysis

This graph shows where the brand will be if they continue their current marketing activities - in a good position with a high profile within the global textile industry. However, it also displays where the company desire to be in the future, a well-known brand that consumers will actively seek their garments. In order to achieve this, the brand needs to use tactics to raise brand awareness by engaging with customers and changing their marketing to target the end consumer, rather than B2B. By emphasizing the unique qualities of the fabrics and telling a story the customer can believe in, Eurojersey can increase their market share by highlighting why their fabrics are perfect for customer needs.

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Segmentation

Fig. 4 Segmentation Market

“A market segment consists of a group of customers within a market who share a similar level of interests or needs� (McDonald & Wilson, 2011 pg.

129) This is a segmentation analysis for the Smart Fabrics market, I used the psychographic segmentation approach as I felt with such a broad target audience they would be best distinguished by lifestyle and in turn, what qualities they desire from clothing and its purpose. From this I can see Sensitive only focus on two segments of the over all market: Sportswear and Fashion. This outline an opportunity for Sensitive to develop into new markets, by extending their product portfolio through continued R&D.

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Competitor Analysis

Fig.5 Market Positioning Map

Fig. 6 Competitor Analysis

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To evaluate the competitive landscape of the brand I produced a market positioning map and competitor analysis. This market-positioning map of the “Smart fabrics� market includes both direct and indirect competitors of Sensitive. For the axis I have chosen to distinguish companies by their focus on improving the quality of fabrics, for example enhancing the longevity, in comparison performance fabrics such as waterproof or heat resistance. I then wanted to divide them by their versatility, ranging from a single purpose, for example waterproof, to multi-purpose such as Sensitive fabrics who’s benefits can be appreciated from Underwear to Sportswear perspective.

From these tools we can see that the area of the market within which Sensitive is positioned is highly populated making it difficult for the Sensitive brand to establish themselves as unique amongst customers. Following this, the competitor analysis of highlights that from a production point of view Sensitive is the only company that has a large focus on the environment and their corporate social responsibility. Concluding from this, I feel a great way to differentiate itself will be to emphasize the ethical and sustainable values of the brand.

Market Overview Eurojersey operate within the smart fabric market- a smart fabric is defined as a fabric which “assume an additional function above the conventional purpose of textiles” (Grand View Research, 2014) in 2012 the global market value for smart textiles was $289.5 million and is predicted to grow too almost $2billion by 2015 (report linker, 2014)

Market Research

Fig. 7,8,9 Primary Research Results

I undertook some primary research regarding UK consumer’s attitudes towards smart fabrics to understand the market further. The key insights from my data highlighted: • People are aware of smart fabrics and ‘ingredient’ brands within the market, however price takes a priority over fabric quality when it comes to consumer purchase decisions, and only 10% are aware of Sensitive as a brand. Highlighting the brand will have to prove it is worth the investment to consumers by gaining their trust.

•Customers feel fabric quality is most important in underwear and sportswear products, highlighting key markets Sensitive to target.

•Only 32% would be more inclined to buy a product if it contained a smart fabric, but interestingly when the benefits of Sensitive fabric were explained, 48% stated they would be “slightly more likely” to buy the product knowing its added benefits. Underlining that if Sensitive communicates the benefits effectively, people are interested in buying the products.

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Pestel Analysis

Fig. 10 PESTEL Analysis

This PESTEL highlights that the key theme throughout the market is consumers becoming more concerned with the “behind the scenes� impact of their clothing supply chain. Due to the economic situation customers are becoming more cautious and they want more quality from their clothing, both for themselves and the environment. If they feel the corporations are getting away with sweatshops and a large carbon footprint, consumers will look unfavorably on them, as they want them to accept their corporate social responsibility.

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Swot Analysis

Fig. 11 SWOT

Ansoff Matrix

Exhisting Products

New Markets

Exhisting Markets

New Products

Fig. 12 ANSOFF MATRIX

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Concluding from my situational analysis of the brand I feel that in order to bridge the gap between where the company currently is, and where they want to be, Eurojersey should concentrate on consolidating the EU market for the 1-year plan, and then move on to other emerging markets in the 3-5 year strategy. With only 10% of consumers in the UK currently aware of Sensitive they have to make a large impression on the public to achieve becoming a pursued brand.

With the over all rise in “fast fashion” leaving consumers less worried about the durability of their garments and customers becoming more price sensitive due to the economy, I feel the biggest challenge for the brand will be convincing people to believe in their product. With many factors such as the Health and Shape-wear trends directly affecting the company’s products, getting a well-established name across the entire board is key; if people recognize the brand name they will be more willing to trust it. Meaning if consumers are shopping for underwear or sportswear alike, having the Sensitive name on a garment will increase the trust of the product. Creating a general perception of the brand around quality rather than focusing on a single market, who despite possibly adopting the brand, may leave Sensitive having difficulty moving into new markets as the products in new markets could be seen as an “expansion” of the Sensitive fabric uses. It is for this reason I feel using a campaign that is viable across all markets, something that all consumers alike are concerned with, is a positive step for Sensitive to take in moving forward to raise consumer awareness.

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Objectives 1. To increase Sensitive brand awareness by 35% within 8 weeks of the campaign launch, within UK market.

2. To position Sensitive as a preferred ingredient brand amongst 20% of consumers by 2016.

3. To increase social media presence, achieving 10,000 likes on Facebook within one year.

4. To achieve brand acknowledgement within 10 customer brands marketing materials within 12 months.

Recommendations 1. Makeover their website to be more consumer friendly, from my primary research I found that when customers hear of a new brand, the first thing point of contact they then have with the brand is to visit the website. By creating a website dedicated to retail consumers Eurojersey can build their traffic and use this as a direct touch point for customers, allowing them to engage directly with the brand and not just as an ingredient brand for products.

2. To look at creating a more updated logo, as my primary research found customers felt the

logo is, “retro” and “cheesy” and this may damage customer uptake when trying to promote the brand.

3. 76% of my sample also said they discovered new brands through social media. For my second recommendation, I propose they should grow their social media use, developing their Youtube channel and exploring new platforms such as twitter and Instagram using them to communicate benefits of the brand and giving followers exclusives.

4. Develop a more exciting hangtag to attract customers to garments, this will also encourage brands to display them on the products.

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Strategy To achieve these objectives I am going to educate customers about the added benefits of the Sensitive brand. I will do this by telling a story to consumers about “benefits� and in turn, raising awareness of the Sensitive brand. I will seek to target people within the 25-55 age group, as my primary research highlighted generation Z have less interest in quality fabrics, and therefore it is the age group who would be most likely to seek Sensitive fabrics after understanding the benefits. The tools will include a PR stunt, social media and promotions. I will use guerrilla marketing to increase awareness and hopefully lead to buzz marketing online as people discuss the event and actively seek the brand. The PR event will be held on Oxford street in London, in August when the weather is nice and the daylight is long, maximizing the time the it will be seen.

Detailed Action Plan To achieve the aim of raising consumer awareness I have chosen to use guerilla marketing by staging a PR stunt. I will achieve this through transforming Oxford Street’s street furniture, Lampposts, into rainforest tree’s. After concluding from my research that Eurojerseys strongest USP is their company values, I am seeking to convey these values to customers while raising awareness of the brand. I will do this by wrapping the street furniture in Sensitive Fabrics, which are printed with high quality textures of the rainforest, the brand can re-create rainforest trees. Lamppost’s will be wrapped in wood printed fabric, with a textured image of green fabric making the “leaves” at the top surrounding the light, and castigating down using strips of plastic for support creating a large, eye-catching jungle tree in center of Oxford Street. By using the fabrics in such a striking visual way, customers can see how clearly images can be printed onto these fabrics, another one of its benefits. They also get to see and feel the quality right there and then. The location was chosen for its high volume of footfall and as Britain’s key shopping “street” I felt this was a great place to raise awareness amongst shoppers, It also has easy planning permission to display visuals on the lamp posts and wire crossing over the street where banners and Christmas decorations are displayed. There will be fabric leaves attached with Velcro on the tree’s displaying promotional messages, these will be on the trunk at consumer level for them to read and take away with them, engaging with the sensitive brand. They would have promotional messages such as: “Every meter of fabric we sell, gives one meter of rainforest protection” “We support the world land trust” “We believe in producing the highest quality fabrics, with the lowest environmental impact” “Our fabrics are breathable, lets keep our planet the same” “Made sustainably in Italy” As there is a recent trend in ethical clothing, and people becoming concerned about the damage their clothes are doing, I feel this will appeal to customers who want to do their bit for the environment, and feel good about the clothes they are buying. It will also raise the profile of the brand, and hopefully by creating such an unusual visual display in the center of London it will create a buzz leading to an integration of social media coverage, which the brand can interact with. To help encourage this, I will introduce a hash tag, #carewhatyouwear which will be used across all platforms and displayed on the tree’s. By doing this PR event it associates the organization with a set ethical values, therefore telling a story to the consumers and raising positive brand awareness.

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Tactics

Fig. 13 Tactical Timings Table

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Tools and Budgets

Fig. 14 Tools and Budgets Table

Eurojersey have an annual turnover of around €50 million, of this €1 million is then allocated to the marketing department to be used on marketing activities.

Each year €400,000 of the marketing budget is spent on attending and marketing at trade fairs, and the remaining €600,000 is currently used on their B2B marketing materials including hang tags, print advertising, press events and PR agencies fees, brand collaborations and investment in sustainability programs. (SSR, 2014) Taking all these factors into consideration, I will be using a budget of up to €200,000 for my B2C marketing campaign. This table shows the tools I will need to implement my PR stunt, both online and offline.

They key costs for my campaign will be producing the Fabric, hiring a designer and the PR company, As the re-design of the hang tags would already be covered in the existing marketing activities. In total overall the event will cost Eurojersey £110,000, which is €138,600 using the current conversion rates, which is well within their budget.

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Creative

Fig. 15, 16, 17, 18 Examples of Sensitive Fabrics for PR event

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ly inab usta de s Italy

Ma Fig. 19 Examples of leaf mock-ups displaying messages

Fig 20. Mock up of street view during PR stunt

These are examples of the fabrics Sensitive would have to produce for the event; they are printed to resemble the textures found in the rainforest. The use of highly complex printing shows consumers the quality that can be achieved by the company. The fabrics will be used to transform the urban environment to highlight awareness of the rainforest, and the work Sensitive does to save it, shown in mock up of Oxford Street. An example of the kind of messages is also displayed; these will be used to creative a positive image of the Brand and also raise awareness of why the tree is there, and who is responsible. These will be detachable for people to take home and keep, encouraging them to extend there interaction after the event from home, by looking up the brand on Social media and using the hashtag #carewhatyouwear.

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Control To conclude my one-year plan, I will control and measure the event by checking how many publications the #carewhatyouwear campaign features in directly after the event, hoping to achieve at least 5 local to the London area, as these will all be organic and free publicity. We can also measure the event by watching the online following. As the Instagram will be launched just prior to the event it will primarily have few followers, the company can therefore see the success of the brand awareness in comparison to the amount of followers gained, by promoting the event through “re-gramming� images customers take of the event themselves. We will also measure the rise in Facebook followers, and this will be used as the key place for interaction. We will control the brand awareness by using these online platforms to talk directly to consumers, showing them where to purchase Sensitive goods and about recent research developments that will keep consumers interested in the brand. Sensitive can also increase their control by building on their supplier relationships with companies, encouraging them to support the marketing Sensitive is doing, and then reflecting it in their own brand campaigns.

Summary In conclusion, this report has offered many opportunities for the brand to move forward, however taking into consideration current market trends and consumer attitudes; I feel that for a low budget marketing stunt this idea will have a large impact achieving the key aim of brand awareness in B2C. The benefits of the brand have now been sewn into a story that is not only the performance qualities, but the ethical ones too consolidating and growing the position within the UK market. When looking forward the brand can move into emerging markets once establishing a strong reputation within the UK.

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List of Figures Fig. 1 Eurojersey Customer Map Fig. 2 Levi Brand Model Fig. 3 Gap Analysis Fig. 4 Segmentation Fig. 5 Market Map Fig. 6 Competitor Analysis Fig. 7 Primary Research Results, brand awareness Fig. 8 Primary Research Results, likeihood to buy Fig. 9 Primary Research Results, garment sectors.

Fig. 10 PESTEL Analysis Fig. 11 SWOT Analysis Fig. 12 Ansoff Matrix Fig. 13 Tactical Timing Table Fig. 14 Tools and Budgets Table Fig. 15 Example of Fabrics to be used in PR stunt, Fig. 16 Examples of Fabrics to be used in PR stunt, Fig. 17 Examples of Fabrics to be used in PR stunt, Fig. 18 Examples of Fabrics to be used in PR stunt Fig. 19 Leaf Mock Up of Promo Messages Fig. 20 Mock up of Street During Event

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Image References Sensitive stall at a trade fair,

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

Sensitive Fabrics, Sensitive Blog, 2014 http://www.sensitivefabrics. it/App_Images/Blog/117/9769_ zoom.jpg

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

Sensitive Eco Advertisement, http://www.sensitivefabrics. it/App_Images/Blog/026/00_ zoom.jpg

Sensitive Factory, 2014, SSR, Eurojersey Visit, Milan.

Eco Fabric, Sensitive, 2014 http://www. knittingindustry.com/ uploads/2439/EcoPrint.jpg

Sensitive Factory, 2014, http://media-cache-ec0. pinimg.com/originals/4d/

Sensitive Fabrics, 2014, http:// www.sibilintimate.com/IMG/ cache-220x232/Sensitive220220x232.jpg

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

Customer Map, 2014, SSR, Eurojersey Visit, Milan.

Eurojerset Magazine, 2014, SSR, Eurojersey Visit, Milan.

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References Smith, P. and Zook, Z. (2011). Marketing communications. London: Kogan Page, p.226.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

McDonald, M. and Wilson, H. (2011). Marketing plans. Chichester, West Sussex, U.K.: Wiley, p.43.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

McDonald, M. and Wilson, H. (2011). Marketing plans. Chichester, West Sussex, U.K.: Wiley, p.129.

Grandviewresearch.com, (2014). Global Smart Textiles Industry Trends And Market Forecasts To 2020 - Worldwide Smart Textiles Market. [online] Available at: http://www. grandviewresearch.com/industry-analysis/smart-textiles-industry [Accessed 17 Nov. 2014].

Reportlinker.com, (2014). Clothing and Textile Industry Market Research & Statistics. [online] Available at: http://www.reportlinker.com/ci02115/Clothing-and-Textile.html [Accessed 20 Nov. 2014].

Smedly-Roberts, S. (2014). Eurojersey Short Notes.

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Appendix Appendix 1. Direct and Indirect Competitors

Appendix 2. Current Social Media Presence, Youtube and Facebook

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Appendix Appendix 3. Questionnaire Questions and percentage 1. What is your gender?

Female 73% Male 27%

2. What is your age range?

Under 18 16% 18-24 58% 25-34 10% 35-44 0% 45-54 13% 55-64 0% 65+ 3%

3. Which of the following brands are you aware of? Select all that apply.

Lycra 97% Teflon 65% Gore-tex 52% Thinsulate 39% Kevlar 26% CoolMax 19% Sensitive 10% Tactel 3%

4. When looking for clothing products, what is most important to you? Select all that apply.

Price 77% Style 74% Fit 71% Quality 71% Comfort 42% Performance 13% Durability 10%

5. Would you be more inclined to buy a product that contained a smart fabric? eg. Lycra No 69% Yes 31%

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6. In what types of clothing products do you feel fabric quality has a big impact on, in your personal purchase choice?

Underwear 70% Sportswear 63% Outdoor 53% Swimwear 50% Shapewear 27% Ready-to-wear 20% Other 3%

“Sensitive® Fabrics bold seams can be eliminated, fraying edges can be avoided, fabrics of different colours and thicknesses can be paired together, inserts or fabric additions can be made without the thickness impacting on the aesthetic effect of the garment or reducing its comfort.”

7. After reading the benefits of Sensitive® Fabrics, would you be more interested in buying products that contained the material?

Slightly more likely 47% No Change 33% Somewhat more likely 20% Slightly less likely 0% Somewhat less likely 0%

8. How do you discover new clothing brands? Select all that apply.

Web Browsing 77% Social Media 73% Word of Mouth 67% Magazine 60% Recommendations 50% TV 37% Blogs 30% Reviews 23% Vouchers 7% Samples 3% Other 3%

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