Scarlet Lingerie Marketing Plan

Scarlet Lingerie & Indulgence

Established in 2006, Scarlet is a lingerie store that offers, sexy, pretty, fun, flirty and comfortable lingerie.

Scarlet carries European sensual lingerie brands to everyday basic lingerie.

Scarlet is the first store in Canada offering the very best of designer lingerie and pleasure toys for women under one roof.

MISSION STATEMENT Scarlet not only offers the best lingerie and quality, all in all we provide a pleasurable experience in store and out.

Our knowledgeable staff will always be there to see to your needs in a discreet and professional manner.

OBJECTIVES INCREASE

90% CUSTOMER SATISFACTION

ü 40% in sale for 2012 ü 60% of customers in our loyal program by end of 2012

in our loyal program by the end of 2012

STORE AWARENESS

LONGER TERM OBJECTIVES

To attract new customers

To open a new boutique by year 2014

SLOGAN

“FEEL SEXY, FEEL YOU”

QUESTIONNAIRE /AT A GLANCE

MARKET RESEARCH /OVERVIEW PRIMARY CUSTOMERS

• • • •

Women Men (based from research) – buy gifts for women Single/attached Casual Encounters – indulging in lingerie and toys

SERVICES

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Promotions Good selection in sizes Quality lingerie Discreetness Bra-fit specialist Knowledgeable sales staffs

WHAT DO THEY LOOK FOR?

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Sexy lingerie or lingerie sets To replace worn out item Disposable income – buys designer lingerie

PRICE RANGE

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Lingerie: $50-$80

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Fancy undergarments, costumes: below $100

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Sex toys: below $80

ONLINE SHOPPING • • • • •

Majority do not buy lingerie/adult toys online Women would like to try out bra in store for better fittings Minority purchasing items online find it convenient Majority expects a lingerie store to have a website Show people like to research on adult toys online before buying

COMPETITORS

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La Sen Rose Calvin K Repuat fit

SWOT ANALYSIS

STRENGTH

WEAKNESS

ü Exclusive products ü Well-trained & knowledgeable staffs ü Good human traffic ü Loyal customers ü Unique product mix – luxury lingerie & pleasure toys

ü ü ü ü

OPPORTUNITIES

THREATS

ü With an increase of online shoppers, Scarlet should renovate their website to attract shoppers and increase online transaction ü CAD being high, cost of importing goods will be less expensive

ü Considering the economy now, consumers are more cautious on their expenditure – threat to Scarlet since it is a high end lingerie boutique.

Consumer might rather pay for something less or not shop at all. ü Increase in CAD is hindering American online shoppers to buy products from Canada

Smaller boutique Limited staff (3 staffs) Low consumer awareness of store No good advertisement or promotion strategies ü Carry limited amount of products – most products can’t be back ordered ü Less variety on sizes ü Small window space – easy to be missed

TARGET MARKET Scarlet has 3 Distinctive Target Markets: 1.

2.

3.

Women who want to dress sexy to flaunt their body for their partners Women who like to wear high quality lingerie Men who buys lingerie and pleasure toys as gifts for their partners

WOMEN WHO WANT TO DRESS SEXY TO FLAUNT THEIR BODY FOR THEIR PARTNER DEMOGRAPHICS

Age: 27-50 Gender: Female Income: $40,000/year Ethnic: All Marital Status: Married/Single PSYCHOGRAPHICS

Personality: A desire to be visually attractive/ sensitive to their beauty needs Lifestyle: Sufficient time and income to pamper themselves Geo-demographics: Likely to be body conscious – Spends time exercising and spending time with their partner Benefits Sought: The product will make the customer feel beautiful, sexy and attractive Usage: Approx. 1 year

WOMEN WHO LIKE TO WEAR HIGH QUALITY LINGERIE DEMOGRAPHICS

Age: 27-50 Gender: Female Income: $40,000/year Ethnic: All Marital Status: Married/Single PSYCHOGRAPHICS

Personality: Prefer quality over quantity/sensitive to their beauty needs Lifestyle: Career driven, takes time to pamper themselves Geo-demographics: A balance in their career and social life. Body conscious and exercises.

Benefits Sought: The product will offer comfort and a perfect fit. Customers will feel beautiful, sexy and confident by wearing it.

Usage: Approx. 1 year

MEN WHO BUYS LINGERIE AND PLEASURE TOYS FOR THEIR PARTNERS DEMOGRAPHICS

Age: 27-50 Gender: Male Income: $40,000/year Ethnic: All Marital Status: Married/Single PSYCHOGRAPHICS

Personality: Not shy or conservative. Affectionate and most likely open-minded.

Lifestyle: Career driven, spends a decent amount of money on gifts Geo-demographics: Busy career life but also spends time with partner.

Benefits Sought: Making their partners happy.

Strengthening their relationship.

Motives: Show that they care and to have a intimate relationship with their partner.

PRODUCTS SCARLET CARRIES SENSUAL EUROPEAN LINGERIE BRANDS TO EVERYDAY BASIC LINGERIE AS WELL AS PLEASURE TOYS.

PRODUCT DIFFRENTIATION: • Scarlet has a unique product mix selling lingerie and intimate toys under one roof • Many products they carry are exclusive and are not found anywhere else in Vancouver.

PRODUCTS

PRODUCT WIDTH AND DEPTH

COMPETITION

COMPETITION OVERVIEW

PERCEPTION MAP

COMPETITIVE ANALYSIS 2 ADVANTAGES

PRODUCT SERVICE DIFFERENTIATION COMPETITIVE ADVANTAGE

• Staffs have professional knowledge about products (lingerie & adult toys) • Professionally trained for fittings • Smaller, intimate boutique – interact with customers more leading to loyal customer base • Offers free delivery to local hotels for visitors

NICHE COMPETITIVE ADVANTAGE

• Caters to those who put importance on quality and fit on lingerie they wear • Carries women’s indulgent toys to customers in a discreet manner • Generally, products carried in stores are catered to male customers • By being discreet, Scarlet is able to capture women customers in purchasing their products

METHODS OF DISTRIBUTION PLACE

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• •

Specialty store (independent retailer) located in the heart of downtown Vancouver. (right) High human traffic Located next to a wellknown cheesecake shop

SHIPPING

Scarlet eCommerce site • Shipping – Free for over $99 purchases (CA&US) • Free delivery to local hotels • Offers same day delivery

SUPPLY CHAIN

IMC MIX

ADVERTISING

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• •

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Being a small boutique, budget for advertising is limited; therefore Scarlet will utilize social media.

Scarlet still has a winter ad posted on Facebook Negative effect on Scarlet’s image as being unprofessional and not up-to-date Creative strategies such as selling sexual content in advertisement can be used to intrigue and attract customers.

Sample:

MEDIA SELECTION

Sample:

• Scarlet will practice shot gun media selection strategy to target a wider audience • Eg: Buying advertisement spaces on buses and bus stops • Advertisement spaces on bus stops will be within a 10 mile radius from their Granville retail store • Ads on buses will be on those that travel around Granville to target shoppers in the area Selling sexual image

PROMOTION STRATEGY SALES PROMOTION

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Offer coupons to customers on mailing list or Facebook to entice purchases Collaborative marketing with Trees organic coffee shop Loyalty programs to encourage repeat purchases

PERSONAL SELLING • •

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Staffs are well trained and knowledgeable Focus: provide professional knowledge in a discrete yet friendly manner Use informative approach with professional knowledge Focus on building relationship with customers (Relationship selling) Use the power of opinion leader to entice purchase Eg, magazine pages

SPECIAL EVENT MARKETING CLIENT

Insert event PROJECT

GUI for international sausage manufacturers DETAILS

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SET UP RUN SHEET • *store will close early 4 PM in order to set up for the event • 4PM store closes, staff will be expected to tidy and re-stock the store • 4:30PM appetizers and food will arrive • 5:00PM all food and drinks will be set out and ready for guests • 5:00PM “DJ” set up will arrive, with microphone for speeches, as well as photographer • 5:15PM classical pianist and harp player will arrive, rehearse and set up • 5:30PM guest speaker will arrive • 5:45PM photographer will be expected to be set-up and ready to start shooting at 6PM • 5:50PM the store will be organized and completely ready for the event

EVENT RUN SHEET •

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6:00PM Doors will open, customers will have time to shop and mingle with champagne and appetizers 8:30PM guest speaker will give motivational speech (approximately 30 min) 9:00PM guest speaker will finish speech 9:30PM owner and staff make a quick thank you speech and explain to people that the evening will be coming to an end in half an hour 10PM guest are finishing up photo’s and purchasing last minute items

ONLINE ADVERTISING

Currently Scarlet utilizes: •

Online selling

•

Direct mailing

• Facebook For online advertising •

Scarlet should branch out in other platforms to have stronger communications with their customers and reach out to a wider audience

STRATEGIES ü Employ strategic placement on the Internet ü B2B Perspective ü Online Channel of Distribution ü User friendly eCommerce website ü Unique feature on website

TACTICS /DIRECT MARKETING DIRECT MAILING LIST

Monthly/Bi-weekly basis •

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• •

Emails will gamut new products, featured products, online promotions and events.

Customers that made purchases from store or online will be asked to out contact info form Consumers may sign up for mailing list online Rationale: To refresh and remind consumers of the Scarlet name – lead to online visits/word-of-mouth interest regarding online promos.

WEBSITE

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Website should be professional looking and attractive Include user friendly interface eg, Flash web intro of pictures

Sample

Current

TACTICS /SOCIAL MEDIA

INTEGRATE FACEBOOK AND OTHER SOCIAL PLUG-INS

FACEBOOK

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Facebook profile for the company to establish Scarlet’s identity Develop relationship with users to help in positioning their business Interact with consumers on a personal level Buy Facebook ad banners on sidebar to generate interest & awareness to Facebook users Collab with other companies on Facebook Utilize photo albums, video space and event pages Holding contests on Facebook

INTERACTIVE FACEBOOK PROFILE

SHARING TOOL

ONLINE ADVERTISING PERIODIC ADVERTISING

On online mag/publications focused on specific audience within target segment – generate awareness, garners interest EMPLOY STRATEGIC PLACEMENT

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Among key websites on the Internet Such as, purchasing ad space on websites and fashion blogs targeted to similar markets

Sample

ONLINE DISTRIBUTION CHANNEL SCARLET SHIPS TO CUSTOMERS INDIVIDUALLY PRICE + SHIPPING COST = TOTAL DISCREET PACKAGING/DELIVERY AVAILABLE PURCHASE ONLINE AND SELF COLLECT FROM STORE

Recommendations To reach more customers, Scarlet could utilize other online intermediaries such and to bring in more customers.

Widen distribution – Wider audience

ONLINE PRICING • Pricing of the product is the same of that in the store • Excluding sales promo in store and websites or shipping prices • Online promo codes are only applicable for online purchases

ONLINE PRODUCTS UP TO DATE, IN DEPTH INFO

Available online including: Product’s name, brand name, description, function, colours, size, fabric, photo, model information, made in country, personalization, price, availability and customer reviews on product.

PUBLIC IMAGE & SRM IDENTIFYING THE CONSUMER’S NEEDS

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Address the demand for business to conduct SRM By contributing to Vancouver based foundations Foundations against sexual discrimination and violence against women Also, educate customer on the efforts to preserve environment and create a sustainable business Use of environmentally friendly package and cleaning supplies

PUBLIC IMAGE & SRM HOW WILL SCARLET ENSURE THAT THE CONSUMER NEEDS ARE MET

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Hosting events in support of ending violence and abuse against women Contributing to current societal issues Event: show support in creating a better community and world for women Featuring guest speakers Donation of money from a percentage of their purchases

PRICING STRATEGY

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Scarlet is a small boutique Fixed cost and variable cost are relatively high Lingerie has an inelastic demand due to the exclusivity of the product Price skimming strategy and prestigious pricing is used Odd number pricing for their products to psychologically convince customers they are getting deal They also use even number pricing for some of their most expensive products and new arrival Helps to portray a high quality image and sophistication of the product

PRODUCTS & PRICES