The executive summary

Introduction This is a 6 month strategy plan for ELIE SAAB, an analysis on the current market which will gain insight on the company’s current position in the market. The marketing plan aims to improve the percentage of sales in the upcoming months from July 2020 to December 2020 with the new campaign: Invisible. The campaign is the next move for the #GirlOfNow female empowerment campaign which launched in 2017 and proved to be successful. This new campaign will be heavily focused in India, Europe and the Middle East, featuring two factory employees from an Indian garment factory, and following their lives in a docu-series in 10 minute long Youtube videos.

Executive summary

Data shows that the Luxury sector has been hindered by the ongoing pandemic for customers are unable to visit the stores, and a decrease to purchase luxury for pleasure in solemn times is understandable. Data shows that consumer desire of emotional purchases will increase, as well will the push for sustainability and consumers may feel guilt in spending frivolously.

Key research shows that India will be the ideal location for the brand to branch into, a culture that already values ceremonies and celebrations and traditional beautiful dresses that are hand mand.

The monthly cost of the budget will be £150,000 which will include attributable, non-attributable and fixed costs. The overall monthly sales goal will be £320,000 Sales percentage increase goal by the end of report in December 5.5 %