Ben Sherman Three year strategic Plan

STRATEGIC & T COMMUNICATE PLAN

THERE YEAR STRATEGY PLAN

1

2

3

TABLE OF

Contents

03

Introduction

04

Methodology

06 08

Where is the brand now?

Internal brand analysis Brand purpose

09

Brand background

10

Marketing Mix 4P’s

External brand analysis

12

PESTLE analysis

13 17

Macro Trends

MicroTrends

19

Market analysis

24

SWOT Analysis

19

Current customer

24

Consumer journey

17

competitor analysis

4

03

Brand positioning

04

USP

03

Germany market

04

Where should the brand go?

06

Company objectives

08

Company objectives

09

Target consumer

10

3-year marketing strategy

12

Year 2

13

Year 3

17

How will the brand get there?

19

Brand Mission and Vision Statements

Year 1

Communication plan

24 19 24 17 03 04

5

BACKGROUND

Introduction This report provides an in-depth analysis of the current marketing model of the British menswear brand, Ben Sherman, in Germany. It helps to explore the opportunities and threats that may be faced when expanding in Germany.

Through the research of competitors and German consumer behavior, analyze the issues that brands need to solve in the development process. Accordingly, this report will provide a three-year sustainable marketing strategy in detail, which also includes a one-year communication plan; the goal is to help Ben Sherman grow its German business share to + 20%. Moreover, Build ben Sherman into a global lifestyle brand that balances heritage with modernity.

6

METHODOLOGY

Primary research The online survey is to understand the brand image and user perception of ben Sherman among the customer group, and to know about the advantages and disadvantages of the brand through surveys.

Use survey monkey created an online questionnaire. The social media sharing approach was used for a large number of reshares, so received 50 male customer groups of different ages, to provide reliable data for marketing strategies.

Furthermore, interview edited with two users who had purchased ben Sherman.

Online research (see appendix 1) Interview (see appendix 2 )

Secondary research Secondary research is to investigate the situation of the Ben Sherman brand and the apparel market through various channels. This also includes competitors and consumers, chiefly to lay the foundation for the German market research, to help better judge the focus and direction of the project.

Reports and magazines Market Intelligence Website Brand Annual Report Trend forecasting website

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Brand purpose

Ben Sherman is dedicated to the quality and tailoring of clothing, known for fashion and classics. Ben Sherman’s goal is to inherit the history of the brand while inheriting modern history and a global lifestyle. (Bensherman, 2020) To create a perfectly balanced brand.

8

BACKGROUND

About the brand Five decades of British-style culture

Ben Sherman was founded in England in the 1950s. The modernist style of the ancestor brand in the 1960s has affected almost all British brands since. (Ben Sherman, 2020) Ben Sherman started by making hand-made shirts.

The sharp and fashionable Italian style influenced the sewing method. The beautiful and goodlooking Ben Sherman jersey became a necessity for the young people of Mods in that era.

Ben Sherman is considered part of the youth culture of the 1950s and 1960s, growing up with many music bands and influencing almost all British bands and singers. (Ben Sherman, 2020)

We assess our clients’ landscapes and deliver strategies that inspire audiences to engage and take action.

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MARKETING MIX 4P’S Place ben Sherman has established its own global sales network, through online shopping platform and build brand stores. Ben Sherman’s channel strategy portfolio is as follows:

Online shopping platform: Ben Sherman has established a comprehensive sales network to serve customer groups in various countries around the world. (Bensherman, 2020) Brand Stores: Ben Sherman set up brand stores mainly to enable customers to feel the product steam and atmosphere better, improve credibility, enhance the shopping experience, improve brand visibility.

Product ben Sherman according to people’s demand for quality goods. In the selected target market, determine consumer needs and design items that can be worn in multiple seasons to meet the needs of consumers

Like ben Sherman’s shirt, his classic has a place in the hearts of many people.

Compared to other brands, ben Sherman offers people a more extensive choice. As long as it is not made into a British flag style clothing and the design is continuously updated, it will never be outdated. (The Economist, n.d.)

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PROMOTION Social networking is one of the main ways ben Sherman promotes, spreading brand information to consumers through outdoor advertising or online communication. Ben Sherman’s last word campaign is a series of inspirational advertisements that tell the story of the brand by working with influential young artists. It is beneficial to change the brand attitude in building brand awareness..

Social Media Email Newsletter Marketing

Price The purpose of ben Sherman product pricing is to establish and maintain a brand image. Ben Sherman’s price strategy has never been a simple product selling strategy, but it depends on the enterprise and reliable product quality assurance. Ben Sherman pricing also relies on strong brand influence, so ben Sherman and become synonymous with high-quality, classic brands..

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PESTLE ANALYSIS

P

E

According to Kai Margrander, the division of Germany’s political history is also one of the reasons causing it lacks fashion influence.

Due to historical warfare, after the 20th century, Germany was divided into two different political systems. (Abnett, 2014) Until now, there are still vast differences between North and South Germany.

It is predicted that from the McKinsey Global Fashion Index (MGFI), the economic growth of the global fashion industry in 2020 will be slightly lower than the expected growth in 2019, and will slowly decrease by 3-4%. (IMRAN AMED AND ACHIM BERG, 2019) Fashion industry volatility will persist.

P Germany is the EU ’s largest consumer market, with a population of 82.4 million. (BBC, 2018)

S P 12

Germany is a multi-ethnic country, with about 19 million immigrants, and social life has become very diverse.

Christians account for 65% of the population, and 35% had no freedom of religion or other beliefs, the remaining 4.4 percent is Muslim. (Zimmermann, 2018).

Ben Sherman operates a men’s clothing brand and does not involve the country’s monopoly, industry, and scarce resources. Also, Germany encourages foreign companies to enter. Ben Sherman’s development will face a relatively stable political environment.

However, due to the German political division, Ben Sherman’s development in the North and South regions may be affected by political interference.

There is no cohesion in the infrastructure of the German clothing industry, resulting in no classic clothing. It has accelerated the construction of the brand spirit of ben Sherman.

In order to better solve the economic fluctuations in 2020, Ben Sherman should formulate a sustainable development strategy plan in advance. (IMRAN AMED AND ACHIM BERG, 2019) Optimize people’s shopping experience and make better use of social media features to meet the growing needs of the industry.

The potential consumer group is increasing. Most German men pay attention to clothing and fashion with people’s understanding of ben Sherman, the popularity of brand culture.

Moreover, because Germany has a high degree of foreign culture and brand acceptance, it is undoubtedly a vast business opportunity. “Culture brand” is the mainstream of the entire clothing industry and is developing rapidly.

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PESTLE ANALYSIS Germany relies heavily on mobile technology

T

L

Germany’s industry is robust and diverse and is top-notch in many ways. With the world’s most advanced telecommunications system, Germany has become Europe’s largest online consumer market. More than 90% of households have cable TV, and more than 80% of millennials use social networks. (Nedyavila, 2017) This provides a proper channel for brand marketing. With a population of 2.0416 million, it ranks fifth in the world.

Twenty-seven million German users use Facebook, and Facebook controls more than 90% of the German social media market for B2B and B2C marketing. (Nedyavila, 2017)

As one of Germany’s most important industries, tourism contributes 4.5% of GDP. Germans are generally more environmentally conscious, with 79% of the world’s highest recycling rates. (Brassaw, 2017)

P E P 14

From the perspective of German law, foreign nationals and German residents are not treated differently when investing or starting a company. German consumers are open to the products of international companies. The minimum wage in Germany in 2020 will increase from 9.19 euros in 2019 to 9.35 euros per hour. (VIALTIS, 2020)

Advances in information technology will enhance the management efficiency of Ben Sherman chain operations.

Use social media for branding to attract potential consumers.

Promote product sales through online electronic markets.

The fashion industry is very energy-intensive and polluting, and Ben Sherman should pay attention to its environmental responsibility.

(BOF, 2020) Take action in response to Germany’s green environmental protection concept and achieve environmental protection recycling in all aspects. Use environmentally friendly materials to make products while satisfying consumer needs and helping shape the brand image.

Germany encourages the entry of foreign companies, and Ben Sherman’s development in Germany will have a more stable political and legal environment. Build a good foundation.

In terms of employment, a written employment contract must be issued to German employees to ensure that the rights of employees and the company are protected by law.

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MACRO TRENDS

Macro Trends The fashion industry is continually changing. Through market research and situation investigation, grasping the development trend of 2020 will significantly help brand growth.

Sustainbility

Since the 1970s, a green revolution with environmental protection as its theme has been launched worldwide. Climate change has been affecting consumer trends around the world, and the “sustainability� of the fashion industry has attracted more attention from German respondents than other countries. (Consumer Trends for 2020, 2019) More and more brands have joined the R & D of clothing product materials, including the use of high-tech materials, (BOF, 2019) Committed to the release of green fashion, and pursued environmental protection from different style designs and sustainable. Ben Sherman should follow the global wave of sustainable development and choose a sustainable development business strategy in a three-year strategic plan.

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‘Convenience and friendly customer service.’

Even though online purchases are prevalent and convenient today, 70% of offline purchases are still in the fashion category, and clothing purchases in stores are 9% higer than those of online purchases. (BOF, 2020) There is a growing demand for convenience and immediacy of products.

In order to meet the various needs of people in different locations, brands should increase the number and popularity of online or offline stores to improve the store network.

Moreover, improve the service quality and after-sales service experience, enhance the customer experience while improving the relationship between the old B2B audience. (BOF,2019)

Quality

In today’s fierce competition in the textile and apparel industry, the concept of “quality is the root of the brand and the source of value” has also been recognized by more and more people.

As one of the most demanding consumers in the world, German consumers also place quality in the most critical position, which is also a key indicator of their brand recognition. (Gemma, 2019)

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MICRO TRENDS

CircularID-Digital ID for apparel In New York, a new technology to promote circular development is being developed. Connect Fashion’s Circular ID, launched by EONDigital Identification Corporation, aims to provide a digital identity for products in the fashion industry. (LSN, 2019) Before this, the data needed to achieve sustainable management of clothing was difficult to obtain uniformly, and CircularID will help achieve the identification that the product gives the identity help system throughout its life cycle to solve this problem.

This identity helps people understand the material, origin, and various details of the product. Make subsequent maintenance and recycling more convenient. This innovation will enable sustainable, intelligent management. (LSN, 2019)

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The versatility of reusable materials The impact of continuous development on consumers is becoming more and more evident. In addition to the emphasis on products in new store destinations, materials use, and design details have been valued by consumers. (Batliwalla, 2019)

Designer Gabriela Hearst combines its London store with environmental awareness, combining aesthetics with sustainable materials to create a quiet and luxurious shopping environment for customers. (Batliwalla, 2019) Renewable flooring made of energyefficient led, oak. In short, every detail is the detail that conveys the brand story through materials like customers.

Gabriela Hearst store designed by Foster + Partners, London management. (LSN, 2019)

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Market analysis

Menswear market In the US $ 1.7 trillion apparel market in 2017, men’s clothing share is still lower than women’s clothing, accounting for less than a quarter of the share. (Euromonitor, n.d.) However, according to market research companies, between 2017 and 2022, men’s products will sell more than women.

The company’s fashion consultant Marguerite Le Rolland said that the reason is that the popularity of social media has promoted men’s external image care, and the compound annual growth rate of men’s product sales will reach 2%. (BOF, 2018)

20

Germany market

e-commerce market in Germany Among Germans aged 16 to 74, online shopping accounts for up to 60%. Online fashion is the most popular product category in Germany.

It is estimated that total retail sales in 2019 will reach 785.77 billion euros, accounting for 8.8% of total sales. (Abrams, 2019). By 2022, this share will exceed 10%, and it will continue to grow steadily until 2023.

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SWOT ANALYSIS

S

STRE NGH T Brand heritage Iconic fashion brand Global business

W

WEAKN ESS A single product category.

Limited brand awareness compared to other competitors Foreign brand

O

OPPOR TUN IT Y With the development of technology, the sales rate of brick-and-mortar stores has fallen, and new opportunities for sales have been promoted by embracing the online market.

Focus on the use of British motifs as a way of advertising brands to follow its British tradition subtly.

Create sustainable development strategies to keep up with market trends.

T

TH REATS The menswear market is highly competitive Customer lifestyle changes Fashion short life cycle Brexit (currency exchange rate changes)

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Consumer segmentation

Customer Profiling Data from current consumer profiling was obtained from surveys conducted by customers who have purchased ben Sherman.

The main reasons that led them to buy Ben Sherman are as follows.

Customers believe that fit and quality are the most important reasons. The second is the trend factor, and customers believe that wearing ben Sherman is a way of expressing their attitude.

They are fascinated by Ben Sherman’s classic design and its brand culture.

78%

50%

92%

47%

Fashion trend Brand loyalty Fit and Quality Endorsement

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92%

of consumers believe that fit and quality are the most important reasons to buy them and make them willing to be loyal customers of Ben Sherman.

Consumer segmentation

Customer profiling Data from current consumer profiling was obtained from surveys conducted by customers who have purchased ben Sherman.

20-36

Like music

Fashion-conscious

The survey also found that some people do not even know the brand. People think that this is because Ben Sherman is not well known, but those who know but have not bought it because they do not see relevant ads can make them want to buy Ben Sherman. Some customers who bought Ben Sherman online reported that when they needed after-sales service, the after-sales service was not very positive.

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Consumer segmentation

Customer jouney According to the Similarweb data survey, 35.36% of Ben Sherman’s customers enter the brand website through the referral keywords in Google search. (Similarweb, 2019)

When male customers buy items they need, they choose to use the Internet to search or buy trusted brands directly. Therefore, male customers search the Internet for product keywords such as “Harrington jack” and learn about and buy Ben Sherman from the keyword recommendations in them.

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Consumer segmentation

Contact points between brands and customers Ben Sherman has official account on most social networking sites, which helps Ben Sherman easily connect with customers.

Ben Sherman sends regular emails to registered customers. If the customer wants to contact Ben Sherman, there is an aftersales service, and the customer can get an accurate response by sending an email to Ben Sherman.

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competitor analysis According to the acquaintance and market share of people visiting the website, Ben Sherman’s competitors in Germany were found to be Adidas, Hugo Boss, Fredperry, Levi’s.

01

02

03

04

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Fredperry

Levi’s

Adidas

Hugo Boss

The most similar competitor is Fred Perry. Both brands are classic British brands. In contrast, Fredperry has broader product coverage and a younger customer base, so it is slightly higher in popularity.

Levi’s, as an international brand, is a competitor of Ben Sherman in the casual menswear market.

Adidas is a local German brand, and its popularity has a profound impact.

Adidas is a leading lifestyle brand with a large product category and a significant market share in men’s sportswear. One of its most significant advantages in the global market is its strong position in Europe.

Hugo Boss has established a reputation in the fashion industry with a long history of branding in Germany. Moreover, they have a group of loyal customers who guarantee the brand and bring in more new customers.

Brand positioning

USP:

The Ben Sherman brand has a distinctively

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Brand Mission and Vision

V ISIO N

MI S S I O N

Heritage and cultural design, at the same time, continue to expand and develop to define each era of style. and grow into a global lifestyle leader.

Inherit the brand spirit and become a global lifestyle brand.

Company objectives

YEAR 1 Increase business share by 6% by December of the first year.

Social media engagement increased by 15%.

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YEAR 2 Increase the share of the business by 8%

by December of the second year.

Social media engagement increased by 6%.

YEAR 3 Increase the share by December of the third year by 8% and complete the target business share of 20%.

Social media engagement increased by 25% across all platforms. Average orders will increase by 8% over three years.

TRUST US

Social Media

Web Uploaded

Search Marketing

Capsule Collection

Pop-up Store

Personalision

Powerful Marketing Strategy Where should the brand go?

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Target Consumer Ben Sherman’s target customers are those who care about fashion and believe that his style of dress is an essential element of personality. A male client of Generation X, aged 35-50. 29% of target customers have a bachelor’s degree or graduate degree, indicating that they are well educated. The target customer group belongs to the upper-middle class.

I

n the modern world of technology, the attention of the younger generation on Ben Sherman is also increasing. In order for the brand to grow, Ben Sherman will need to target its design to younger audiences, use social media in attractive ways, and use premium pricing to build luxury brands.

Target Consumer Sam Arias Jazz trumpet Male, 20 years old Passionate about life, like music and fashion.

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The Work We Do

YEAR 1

“New Life. New Identity.” Capsule collection: exclusive edition in Germany In cooperation with professional recycling company SOEX, the company’s recycled materials are used to create Ben Sherman’s capsule series. The series also provided with an identifiable ID that allows people to scan for product details and sources.

It is combining casual and formal styles to make it more functional for wearing on all occasions.

Video campaign The trailer includes the production process of the product, and the effect of popularizing the QR code ID also shows the versatility of the garment.

Use social media to reshape the Brand Image - cooperate with local German influencer.

- create buzz and talk.

- Release YouTube advert Facebook and Instagram Ads

POP UP STORE - A three-day pop-up store - Officially on sale of restore cupule collection - Work with the Press & Influencers - PR gift to VIPs

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The Work We Do

YEAR 2 As Gen Z become the most potential consumer group in 2019, brands need to redefine online retail to attract this new generation of consumer groups.

Artificial intelligence is infiltrating and changing consumer markets and patterns, and its use in the fashion industry has changed the fashion ecosystem. (Stott and Piras, 2018)

AI Personalisation website -Digital Wardrobe Recommend clothing according to customer’s personal preference, and recommend matching.

-Material and Care Introduce the fabric of the product and how to care for it, and recommend the appropriate dry cleaner service nearby. Help customers better understand the product and use it and maintain it for a long time.

-fit finder With the increase of online consumers, body mapping technology helps clothing brands find the most suitable clothes for their customers. (Stott and Piras, 2018) Fit Finder is an intuitive size consultant that can provide customers with more accurate product sizes. Customers simply enter their body size information to know the size that suits them. This service data also captures essential customer data for the company.

-Offer Easy Payment Options Provide more convenient payment methods according to regional payment method preferences and improve the customer experience.

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Clothing sponsorship -Provide clothing sponsorship to world club dome The role of music marketing in winning customer recognition is unmatched by other marketing techniques. While music marketing breaks through visual cognition, it is particularly easy to set off people’s emotional waves, go straight to the heart, and then strengthen customers’ good perception of the brand. Although it cannot directly bring product sales to terminal stores, the most direct effect is that it can quickly establish or reshape the brand’s positive image.

Ask the influencer to wear ben Sherman costumes and take photos and share them on social media.

For music festivals and sponsors, the most important thing is to have the same cultural aspirations and target audience. The common ground between music and ben Sherman is visible. The target audience is young people, fashion seekers. In these people’s lives, music Occupies a critical position.

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The Work We Do

YEAR 3 Convenience Stores 2.0 Click and collect fitting rooms The first design was the introduction of an additional fitting room, a place where customers were dedicated to trying to buy products online. Increase people’s demand for convenience. If the product is not suitable, it can be quickly returned or exchanged. Eventually, this may increase conversion rates, as customers generally buy further products of interest or pick similar products in the store, such as the same coat with another pattern. When customers know that there is such a convenient way to return goods, they can also increase the online purchase rate.

Use recyclable materials to organize store In order to adequately respond to the sustainable development strategy, use recyclable materials instead of ordinary materials for shop decoration.

Take inspiration from The Another Human store and incorporate colorful wasterecycled materials into the design of the decor.

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Vending machine The second design is the introduction of shirt vending machines. Shirts are the most superior and diverse products of Ben Sherman. This shirt vending machine will contain all shirts of all sizes, styles, and colors. Using vending machines for customers is easy to Choose a shirt. Consumers can choose the style they want from the shirt racks in the store.

This design will help them feel touch when shopping and quickly and easily choose multiple payment methods. When payment is complete, pre-packaged items will fall off the shelves. For consumers who like selfservice shopping, they can complete the shopping without the help of a sales assistant. These items can also be returned directly to the store to encourage more first-time consumers and reassure them.

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YEAR 1

Communication Plan As the line between society and nature blurs, consumerism and the world of life are further integrated. Survey data show that 72% of Gen Z women said they must buy environmentally friendly brands (Source: Forbes).

In cooperation with professional recycling company SOEX, the company’s recycled materials are used to create Ben Sherman’s capsule series.

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“New Life. New Identity.”

Ben Sherman will use the principle of circulation in the design to provide an ID for this collection of clothing. An identifiable twodimensional code is designed on the inner lining of each garment, and people can scan to understand the material, source, and various details of the product, making subsequent maintenance and recycling more easy.

This innovation will enable a sustainable circular economy in which products and materials are recovered, recycled, and reused.

The clothing style design this time is not the same as Ben Sherman’s previous British style. It is combining casual and formal styles to make it more functional for wearing on all occasions.

The main characteristics of ben Sherman’s customers are stable work and affluent leisure and entertainment life. The design can meet their various lifestyles at the same time.

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YEAR 1 Communication Plan

Use social media to reshape the Brand Image.

As the number of people using social media has surged in recent years, the number of people using social media in 2019 is 3.48 billion, an increase of 9% over 2018. (Sherman, 2019)

It is also an important step to cooperate with and establish relationships with local German influencers. (see appendix 6) Selecting the right partner is also an important step. In order to better promote these influencers, they must have the same values and identify with the brand. In addition to increasing brand influence, the flowers of these influencers are also Ben Sherman’s target customers.

Influencers share their stories with Ben Sherman on Instagram, Facebook, and YouTube, and vigorously promote Ben Sherman’s upcoming Capsule collection series of products, dress this series of products and share recommendations

Before the launch, a new campaign is released on the social platform, and the trailer comes to let followers know about the product information.

Launch a world club dome festival raffle to encourage customers to share their photos and experiences on social media accounts.

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YEAR 1 Communication Plan

POP UP STORE

- A three-day pop-up store.

- invitation sent one month before - Officially on sale of restore cupule collection - Work with the Press & Influencers - PR gift to VIPs VIP gift sends from brand to VIPs 1 week before the pop-up store, to create buzz and talk.

Pop up store location (see appendoix4 )

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YEAR 1 Communication Plan

Brand Campaign “New Life. New Identity.� Capsule collection campaign The content in the trailer includes the production process of the product, how to convert from the unexpected to a piece of clothes with a new identity, and the convenience that popularizing the QR code id can bring to people.

The versatility of clothing will also be demonstrated in the video. It is shown through scene switching that the same clothing can be worn on various occasions, saving time and eliminating unnecessary overhead.

Campaign Marketing Goals

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Brand Awareness

Potential users

Customer Acquisition

Customer Retention

Increase Web Increase Sales Traffic

Budget plan The total cost of this communications plan is 148,130 pounds.

Social media ads cost the most. For more information see appendix 3, pop up store rent for more detail see appendix 5.

90%

68%

Online Exeprience

Online Exeprience

Start with Search.

Start with Search.

B2B 43

YEAR 1 Communication Plan

Timeline Activities

Capsule collection Social media campaign Instagram You Tube Direct emailing Influencer Ads Pop-up event Monitoring & Measures

Period

44

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Conclusion This report finds that Ben Sherman has excellent potential in the German market through various models and market analysis, and identifies the most effective direction for brand development. The three-year brand marketing strategy and the one-year communication plan will focus on the use of personalized and sustainable development concepts. Ben Sherman firmly believes that it will achieve sustainable, profitable growth in 2020 and beyond, so this year will focus on implementing the 2020 exchange plan.

To this end, a new series of products will be launched, using social media and pop up stores to spread brand awareness. In order to better serve customers, the shopping experience will be improved by optimizing stores and web pages in the next few years. In the future, Ben Sherman will continue to work hard to lead the German market.

Sep Oct Nov Dec

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APPENDIX3

Online survey

46

APPENDIX2

Interview Why do you shop at ben Sherman?

- Because I am a loyal client of Ben Sherman, I only wear their shirts. I am used to shopping here, and I am familiar with the in-store route and can do my self-service shopping without help.

- For many reasons, the culture of the brand interested me in him, and I was fascinated by the quality and style of them.

Would you prefer to buy in a physical store or online?

-The brick-and-mortar store, which will give me more peace of mind, buying the wrong words online is a very troublesome thing for me; I can’t decide my size.

-If it’s a discount, I might choose to buy online, which would be more cost-effective and faster. But brick-and-mortar stores are a really good place to shop.

Do you have any interest in Ben Sherman’s social media?

- No. - No, but I might consider paying attention.

Do you think ben Sherman has anything to improve on?

-I think ben Sherman is a great brand, but it’s better to focus less on the customer experience and maybe focus more on the customer experience.

-To see more design-worthy clothing, it’s all a constant style that sometimes keeps me from getting started.

Would seeing ben Sherman’s ad on a social network make you more inclined to buy him?

- No, I think advertising is just a form, and I believe in these things too much.

- I’m glad to see ben Sherman’s ad, and I think Ben Sherman is an over-the-top brand. High visibility can make him better developed.

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APPENDIX3

Budget plan Finance: Costing for Strategy 2a Costs for new strategies

These all need to be deducted from sales ÂŁ income

One off costs FIXED

J

3 Marketing costs

F

M

A

M

J

J

A

S

O

N

D

TOTAL

Capsule collection People

0

Design

5000

5000

1500

1500

Social media campaign Photographer

People

Setting Video editer

People

750

750

2000

2100

Direct markting Email

0

0

0

0

0

0

0

0

0

0

0

0

Influencer Ads

0

5000

5000

5000

5000

5000

10000

10000

10000

10000

10000

5000

80000

Facebook and instagram ads

2000

2000

2000

2000

2000

3000

3000

3000

2000

2000

2000

25000

Pop-up events Venue

1580

1580

Decorations

3000

3000

DJ

600

600

Juice stall

600

600

10000

10000

Goody bags TOTAL

Total One off costs

6

9250

7000

7000

7000

7000

7000

13000

10000 38780

2000 15000

2000 14000

2000 14000

2000 9000

18000 148130

9250

7000

7000

7000

7000

7000

13000

38780

15000

14000

14000

9000

148130

Finance: Costing for Strategy 2a Costs for new strategies

These all need to be deducted from sales ÂŁ income

One off costs FIXED

J

3 Marketing costs

F

M

A

M

J

J

A

S

O

N

D

TOTAL

Capsule collection People

Design

0 5000

5000

1500

1500

Social media campaign People

Photographer Setting

People

Video editer

750

750

2000

2100

Direct markting Email

0

0

0

0

0

0

0

0

0

0

0

0

Influencer Ads

0

5000

5000

5000

5000

5000

10000

10000

10000

10000

10000

5000

80000

Facebook and instagram ads

2000

2000

2000

2000

2000

3000

3000

3000

2000

2000

2000

25000

Pop-up events Venue

1580

1580

Decorations

3000

3000

DJ

600

600

Juice stall

600

600

10000

10000

Goody bags TOTAL

6

48

Total One off costs

9250

7000

7000

7000

7000

7000

13000

10000 38780

2000 15000

2000 14000

2000 14000

2000 9000

18000 148130

9250

7000

7000

7000

7000

7000

13000

38780

15000

14000

14000

9000

148130

APPENDIX 4

APPENDIX 5

APPENDIX 6

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