Creative fashion project for Fedex

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PROFESSIONAL DELIVERY SERVICE AT YOUR DOOR

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D.Handy Strategic Marketing Merchandising Plan

Do Yeon Stacey Park IED Level 6 Marketing Bianka Renn

Fedex Globally!

Present! !

FedEx is focusing on growth in the European Market!

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FedEx can enter the European Market making use of its core competencies.! ! !

1. Professional delivery service! !

FedEx has all the knowhow and assets in carrying out professional delivery services. !

They should find a way to increase the number of delivery experiences of consumers.!

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2. Integration on all stages of the supply chain! !

FedEx has relationships with business in all stages of the supply chain. !

They should find a way to make use of these relationships in order to create a new commercial product that involves being delivered to a wide range of consumers in the European Market. 

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In order to bet the competition in Europe!

FedEx should introduce a new commercial product that will be delivered to the consumer.! ! so that !

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1. The consumer of the commercial product can experience the delivery of FedEx and consider them for future needs of delivery services.!

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Today, a large number of Europeans are contaminated by trend of taking Low Cost Carriers.! ! !

Ryanair has more flights a day than the flag carrier airline British airways!! ! over

1600 VS. 1000 

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These Europeans LCC users are:!

Cost conscious time conscious want convenience want new experience interested in Fashion !

LCC has opened doors to new travellers.!

These Europeans can be divided into:! !

1.

The European tourists!

2.

Mini moon travellers!

3.

Mid life crisis retreaters!

4. Mid life vacation travellers!

5.

Business travellers!

6.

The food explorers!

7.

Young travellers

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A common problem that all these travellers face is the fact that there is a strict limit of cabin baggage and check in bags are of extra charge. 

Ryanair

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DISPOSABLE YET HANDY LETS GET DANDY

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D.handy ! !

100% recycled cotton underwear that can be disposed after a day’s wear during vacation.!

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D.handy will be delivered by FedEx to the travellers destination so that they do not have to pack and repack worn underwear.

D.handy

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D.handy is a product that will provide maximum convenience to the travellers.!

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The right balance between !

- Fashion content!

- Price!

- Quality!

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60 % of flights are booked online.

99 % of Ryanair flights are booked on their website

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The pathway of a travellers during the process of booking is either:  Search on Airline websites or search sites

Book Flight

Book Accomodation

Purchase of D.Handy

Book Rental Car

Total Checkout

They may or not either book a hotel or car.

OR Booking .com search

Book Accomodation

Purchase of D.Handy

Total Checkout

FedEx Website

FedEx Website

Pricing 

Respecting the potential of the price lining strategy, all Underpants styles will be priced the same in order for consumers to have a set price on the concept of D.handy. To keep it clear and simple that D.handy offers maximum convenience.

D.handy will be sold online on !

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1.

2.

The top 2 LCC: Ryanair and Easyjet websites!

On all relevant Priceline owned platforms!

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D.handy will have

NO WHOLESALERS! ! !

As the aim for optimal door delivery numbers will lead to the degree of success of FedEx in penetrating into the European Market with D.handy deliveries.!

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If they are sold offline in stores, this eliminates the delivery experience.!

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Besides: 

We all love receiving a delivery package to our door whether it was expected or unexpected! The Joy!

Promotion D.handy will be of Free Delivery this is possible as it will be sold in packs with the first price of €5 and within the €5 the manufacturing cost, the commission fee for the online platforms and the delivery coast can be covered!!

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So consumers would enjoy paying only €5 for in total extra for the product and delivery of it to their chosen destination.

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2.

3.

4.

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The advertising on FedEx delivery cars!

Travel magazines!

Public event in London and Milan!

Christmas events!

An example of an ad campaign for travel magazines.

Free delivery service by sharing on Facebook.

Share of travel life on Facebook unintentionally!

the Collection !

Based on a Zero-based analysis the collection of competitors of D.handy were analysed followed by the consumer expectation.!

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The total of potential units for manufacturing was calculated as in the chart: 

48,000 & 72,000

units were distributed by colour to each gender to come down to the exact amount of units that needed to be produced for a single style of D.handy in a certain colour and size.!

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a total of 120,000 units generated a total revenue over â‚Ź1.3 million. Indicating the potential of the D.handy.

collection timing 

Milan EXPO is a highly potential event that can generate a lot of sales for D.handy as the majority of the contaminated consumer groups of the LCC trend will be traveling to Milan. !

Thus, in order to have the D.handy product ready for it’s first launch in time for the Milan EXPO the manufacturing of D.handy began last month and will be ready to be delivered to Milan by April for the public event. And the sales will begin in May. And considering travel seasons usually divided by Summer and Winter. D.handy will be a seasonal collection divided into Summer and Winter and is different to the calendar of the fashion industry.!

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Thank you!