Initiating the penetration of Le Coq Sportif as an all-around sports brand by not only focusing to elite sportsmen but also introduce it to the freshman athletes and sport enthusiasts as well. Our strategy to penetrate the market by leveraging to the new customer demographics through having local athlete and sport enthusiasts celebrities endorsement or exploring partnerships with media on lifestyle and music industry.
Currently, Le Coq Sportif is missing out on the vast area in tapping to casual and fashion consumers which play a big impact in our market, those are; freshmen athletes and sport enthusiasts. Study based on the review to the other sports brands like Adidas, Nike or New Balance that leveraging wider market with their line of casual lifestyle to ensure a successful market footprint.
The plan of action is to penetrate the market strongly by making Le Coq Sportif a recognisable and favourite brand among the sport enthusiast and freshman athletes, and make this brand be a symbol of elite recognition once again.
SWOT Analysis A SWOT Analysis is a very powerful strategic planning method used to evaluate the Strengths, Weakness, Opportunities, and Threats involved in this project.
Strenghts (Korea and Japan) sportsmen
Opportunities apparel that has potential for expansion overseas
Weakness
Threats
countries
taken over by an unforseen new trend
and professional athletes
competitive update style. ensure a wider market.
CONCEPT An overall rebranding, introducing a new brand concept that will create brand's objective to capture a new group in the youth audience market.
KEY TENETS
MISSION Le Coq Sportif is the world's most elite Sports are an identity not an activity.
VISION Through innovative design, splendid materials, and attention to details we will capture youth audience market,
CREATIVE DEVELOPMENT
The goal is to breathe new life into Le Coq Sportif among our local market. Through creative research, various concepts and ideas, we bring the brand into the modern standard of imagery and branding.
THE MOOD BOARDS
CONSUMER TARGET We are targeting young stylish people who their lifestyle and like to show it. good while doing trendy athletic activities. Wheter man or woman, single or married, who sports are part of their lifestyle and want to look good while feel good.
CONSUMER TARGET Persona 1 : Sport Performance
Age : 30-40 Income : + USD 25.000/year Behaviour : Achiever
Persona 3 : Sports Style
Age : 29-35 Occupation : Parents Income : + USD 18.000/year Behaviour : Believer
Age : 22-29 Occupation : Student/Staff Income : +USD 7.000/year
MERCHANDISING MIX 10% Cycling Collection
10% Tennis Collection
20% Training Collection This division is completely focused on the market who demands performance
60% Lifestyle Collection We Celebrate Originality This division looks to our past for inspiration and direction for the authentic and contemporary products of the future. These are footwear and apparel products that clearly have a foundation in sports but are meant for lifestyle.
embrodiery beanie bell hat
L/S polo
soft shell windbreaker
polyester trainer classic socks seam tape sweatpants
le coq sportif runner le coq sportif classic sneakers
pattern beanie bucket hat
two tone trainer jacket
tri-color polo shirt
cotton t shirt
trainer pants
classic socks
polyester short pool side slipper
le coq sportif classic sneakers
5 Panel Cap
multi color polo shirt
l/s sports jersey
jogger pants trainer pants
le coq sportif runner le coq sportif classic sneakers
PRODUCT ALLOCATION
40% Sport
60% Lifestyle
SALES CHANNEL
TIERING
Concept Store Metrox Lifestyle Multi Brand Metrox Sport Multi Brand Online Store Department Store
Sport Specialty Store Wholesale
DISTRIBUTION ALLOCATION
Sport
40%
Lifestyle Concept Store
60%
• Multi Brand Sport Store
• Multi Brand Lifestyle Store
• Bike Specialty Store
• Department Store
• Wholesale
• Wholesale
• Online Store
COLLECTION ALLOCATION SPORT PERFORMANCE
Collection Creative Development
SPORT HERITAGE
SPORT STYLE
(Cycling Categories)
(Training & Tennis Categories)
(Apparel & Shoes)
20%
20%
60%
designed by
designed by
produced by
produced by
designed by
produced by
Production produced by
PRICING STRATEGY
Sport Performance
Sport Style
PRICING STRATEGY Type of Product Sport Style Apparel Accessories
150.000
300.000
500.000
350.000
400.000
700.000
700.000
600.000
300.000
449.000
500.000
350.000
250.000
650.000
600.000
420.000
500.000
1.350.000
1.200.000
840.000
Sport Heritage Apparel
Sport Performance Apparel
750.000 990.000 1.500.000
CHANNEL
SPECIFICATION
The store serves many types of product enhancing on body training and to freeletics equipment and soon to leverage into active clothing. It has built its strong sustainable existence in Indonesia from big cities to smaller cities across the nation.
CHANNEL
SPECIFICATION
Mezzo provides curated lifestyle products wrap in the concept of multi brand stores. The brand existed inside covers the day-to-day style of youngsters. Serving the most up-to-date style for the coolest crowds.
CHANNEL
SPECIFICATION
Le Coq Sportif Concept Store will be the resemblance of the brand existence in the country. The store will provides full most complete collection from sport heritage, sport performance, and sport style.
CHANNEL
SPECIFICATION
Specialty Store in the leverage of the sport performance collection serves to the most professional cyclist.
SALES TARGET SUMMARY 2017 - 2019 2017
2018
2019
Type of Stores
Number of Stores
Annual Sales
Number of Stores
Annual Sales
Number of Stores
Annual Sales
Concept Stores
2 Stores
$ 300.000
3 Stores
$ 531.000
4 Stores
$ 619.200
Metrox Sport
40 Stores
$ 602.679
45 Stores
$ 1.510.714
50 Stores
$ 1.755.000
Sport Speciality
2 Stores
$ 11.571
4 Stores
$ 62.486
6 Stores
$ 127.749
Metrox Lifestyle
8 Stores
$ 162.857
11 Stores
$ 238.286
13 Stores
$ 451.886
Dept. Store
5 Stores
$ 28.929
10 Stores
$ 156.214
15 Stores
$ 348.300
57 Stores
$ 1.106.036
73 Stores
$ 2.498.700
88 Stores
$ 3.302.134
Wholesale Total
Sales Channel
Projected Sales
Number of Channel
Growth
Sales Value
Growth
2017
57 Stores
-
$ 1.106.036
-
2018
73 Stores
28%
$ 2.498.700
126%
2019
88 Stores
21%
$ 5.455.783
118%
MARKETING PLAN
MARKETING PLAN 35%
Digital Media
20%
25%
Instore
20%
Public
EVENT
BRAND ACTIVATION 1 car = 10 bike In prominent location (bike port) :
BRAND ACTIVATION Community Engagement Sport Performance Collection
BRAND ACTIVATION Music Event Related To approach to the sport style collection, there are different strategy intact in approaching to the music event related. We will target it to the fashion bloggers community in getting the hype and cool of the brand.
DIGITAL MEDIA Social Media Strategy : social media channels. within the accounts for a closer engagement with the follower. through regular visual post person
DIGITAL MEDIA Celebrity Endorsement :
@cyclonesia
@adiniawrst
18.7K
93.8K
@t_orasudi_ro
@sigiwimala
226K
95.7K
PUBLIC RELATION