Marketing project for Tod’s Selezneva Elizaveta
Background • In the late 1920s Dorino Della Valle began a shoemaking business.
• In the early 80s Diego Della Valle turned a family business into a factory.
• Firs success was with JP Tod’s driving shoes.
• Later began to expand there
market in handbag, luggage, accessorizes (now clothing).
• Now it’s a group of brands: Tod’s, Hogan, Fay
Products • Shoes • Bags • Accessorizes: - Belts - Bracelets - Wallets - Sunglasses - Key holders • Clothes
Philosophy • The brand defining itself as an italian casual luxury.
• Made for daily life. • High price policy. • Works in collaboration with brands such as Ferrari, artists and architectures launching its collections.
Communication • Easy to use web site: - Videos - Images - Tod’s lounge • Has a book «Italian touch»
• In boutiques good and friendly service.
Society • Customer: - with high income - appreciate comfort and classic design - demanding - meticulous - 22-55 ages
• Attitude: the luxury and high level of quality brand.
• The wish to be the one of an upper society.
Competitors Luxury
• Hogan • Prada • Salvatore Ferragamo
Classic
Modern
• Gucci Accessible
The idea • Cosmetic for feet and hands
- Cream - Soap - Scrub • Which has relaxing affect.
Why? • Easy to sell. • Doesn’t need
independed advertising campaign.
• Cheap and easy to produce.
Benefits • Increase income. • Enlarge the quantity of customers.
• Make customers feel that the brand takes care of there health.