UK-USA Marketing Strategy Report - The Cambridge Satchel Company by gabihowarth

Gabrielle Howarth | Student Number: N0735657 Word Count: 3205

Contents Page

Introduction

SWOT analysis

Methodology and Research Design Rationale

Macro Trend analysis

14-15

PESTLE analysis

16-17

Brand History

4-5

Ansoff Matrix

Brand Essence

The 8 P’s of Marketing

Brand Mission Statement

USA Marketing Strategy Plan

20-21

Brand Vision & Objectives

Conclusion and Recommendations 22-23

Market Health and Brand Health 8

References

Competitor Analysis

9-10

Image References

25-27

Consumer Segmentation

Bibliography

Appendix

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Date: 2.06.18 Signed............................................................................................................... 2

The aim of this report is to look at my assigned brand, The Cambridge Satchel Company, and develop a marketing and communication plan that explores the challenges and opportunities that the brand faces in optimising it’s global potential in the USA. The Cambridge Satchel Company is a small company that is based in the United Kingdom (Eccles 2012). It is known for its production of leather satchel bags. They have classy fancy bags that are best suited for those who study as well as any other customized uses. Throughout this report, The Cambridge Satchel Company will be abbreviated to CSC as it is mentioned regularly throughout.

Methodology In order to get a clear indication on how this brand could launch overseas, I have included a variety of different marketing models so I can look in depth at the brand and how they will counteract when launching in to the USA. Primary research was carried out as we created an online survey using SurveyMonkey, in which we had 63 respondents, to investigate the perceptions of our consumers in the UK of The Cambridge Satchel Company which has helped discover how The Cambridge Satchel Company is perceived in the British consumers eyes. The questionnaire was

distributed via Facebook. A store visit was also conducted in the Cambridge store, it allowed me to get a rounded understanding of their products and consumers, by seeing the people within their stores and asking a few questions. As well as gathering primary research, secondary research was also carried out, from official reports such as Mintel, Euromonitor and analytic website, Alexa.com in order to gain understanding where The Cambridge Satchel Company is in the UK market and where they could be in the USA. 3

brand history

2009 Creating A Stir

2008 Julie Deane and her mother Freda

with a budget of £600. Competitor

analysis was conducted to find a gap in the market. Satchels featured in Italian Vogue in their first year.

Spotted On The Frow

CSC hits the big time, satchels spotted on the front row of the New York Fashion Week. CSC collaborates with Japanese fashion label Comme des Garcons creating metallic-finish versions of the satchels with handbag-inspired straps

2014 The Highest Honour

CSC open flagship store in Covent Garden, London. Julie awarded an OBE.

Production increases from three bags a week to one hundred. Bags were featured in The Guardian Christmas Gift Guide. Julie approached by urban outfitters.

2010

The Idea

CSC was established in 2008 by

2012 The Google Ad

2016 The First

Non-Leather Satchel

Partners with Brazilian brand, Melissa. Collaborates to produce first non-leather, vegan friendly satchel. Lady Gaga seen at Paris fashion week with two bags!

Julie is selected to star in Google TV commercial. CSC becomes a household name and brand.

2011 The Workshop CSC opens its own workshop to cater for the huge demand. Alexa Chung is spotted carrying the 11” Classic Satchel in Navy

2013 All Things Great And British

2015 CSC collaborate with Vivienne Westwood. Opens two stores, one in Cambridge and another in London.

The Men’s Collection

CSC launch a men’s collection and transforms Cambridge store to house new products. Taylor Swift spotted wearing the brand in New York

2017 Wheel-ie Exciting Already!

Collaborates with Brompton Bicycle, the British manufacturer of the iconic folding bike. 5

Mission Statement

“

brand essence

“

Provide high quality leather products at an affordable price which are desirable to the customers, fashionable and long lasting.

Brand Vision To be the most preferred company selling leather products in the United Kingdom.

timeless / minimalistic / family friendly / british / luxury / classic / contemporary

Brand Objectives The company’s long-term objectives are; - To remain the leading satchel producer in the country - To expand and effectively cover the whole of the United Kingdom through the expansion of factories and manpower in five years - To double production from the current 900 to 1800 bags per day in one year’s time; - To increase the variety of products by presenting other leather products in three years period.

Market Health and Brand Health

Competitor Analysis Uk Brand Positioning Map

On the Cambridge Satchel Company’s strategic report for the year end 30 June 2017 showed that their gross profit margin in 2017 was 53% with a turnover of £11,713 compared to in 2016 where their gross profit margin was 38% and a turnover of £11,079. From the questionnaire created, it was found that 62% of respondents had heard of the brand. CSC’s online social media shows that CSC isn’t as known as competitors such as Anya Hindmarch, who have 328K followers on Instagram compared to just 64K with CSC. Although consumers are aware of the brand, CSC isn’t as popular as their competitor. From looking at analytics, it is seen that competitors of CSC are in

The UK competitors for The Cambridge Satchel Company cover the whole perceptual map, ranging from an older age demographic to a younger one, and from contemporary styles of a satchel to the classic style. This demonstrates that they have a wide range of competitors; however, their direct competitors include Zatchels and Modcloth as they sell practically the same products at similar price ranges. This does suggest that TCSC need to have their Unique selling points and continue to offer the services they currently offer as well as innovate.

a higher position. CSC are ranked 1,910 (Alexa.com, 2017) compared to their competitor, Anya Hindmarch are ranked 1,209 (Alexa.com, 2017). This indicates that the brand’s usage is poor compared to competitors. However, as CSC offer a personalisation service, showing individuality on the satchels could bring CSC to a higher ranking overall, improve CSC’s profits and keep them competitive in a crowded market. As “Increased personalisation will be a big trend in marketing in 2018 due to its strategic importance to your differentiation and your customers’ expectations for it” (genoablack, 2018)

that TCSC aren’t individual for the initial embossing. On the other hand, from visiting their store, they have targeted their market by offering unique Chinese symbols which Zatchels doesn’t offer. This provide a competitive advantage as it is more tailored to the consumers who visit their stores and make large purchases. Nevertheless, they have the competitive edge for being well linked to their British heritage and their strong connection with the ‘Cambridge universities’ and therefore makes them appealing to their target market, which is heavily relied on tourism.

Currently, they offer a while you wait personalisation service where you can get initials, numbers and symbols embossed into the bags. This service is highly valued in today’s consumer markets as people want to make an ‘everyday item’ into something sentimental with value. Due to the oversaturation and overcrowded handbag market, they have to have a unique aspect about their brand which will make consumers want to purchase from them. According to Mintel’s report, nearly a quarter of 16-44-year olds would be interested in having their bag personalised to make it worth investing in. However, Zatchels also offer a personalisation facility, therefore meaning 9

Usa Brand Positioning Map In the US market on the other hand, their direct competitors are very limited as in that section of the map, it is sparse. They appear to be the sole producer of a classic satchel targeted towards a younger market. This gives them a competitive edge due to the lack of satchel producers in the US. The common theme throughout is the ‘work classic’ hard leather which are more targeted towards the older consumer, as they are very simple as well as appropriate for a commuter.

USA Therefore, the opportunities available in the US are large, due to lack of direct competitors. It is clear that there are a range of high-end individual designers who offer a different style of satchel giving it a contemporary edge which is more likely to appeal to a younger audience or those that aren’t into the traditional style satchel. However, TCSC do offer their range of ‘poppy bags’ and ‘cloud bags’ which don’t mimic the satchel style, therefore they have options which can give them a competitive edge to Kate Spade and Jess Rizzuti.

Consumer Segmentation Although the brand targets both males and females, the brand is more predominately popular with women.

The Cambridge Satchel Company’s targets both males and females 20+ that are style conscious, but their products appeal to everyone from the age of 8-80, targeting a wide demographic. Many who shop at the store are regular returning customers, as well as tourists and couples. CSC customers attend fashion shows, value art and enjoy socialising. Although the brand targets both males and females, the brand is more predominately popular with women. By CSC focusing on a particular target audience enables them to get a clear understanding of the brand positioning and helps build a strong affinity to the brand. This is something that CSC do extremely well. Recently it has been found that USA consumers are going through a ‘frugal fatigue’ stage, where they are interested in revamping their wardrobes and spending their disposable income on high quality pieces (USA Apparel Market Research Report.)

Consumer Profile

SWOT Analysis Strengths

Age: 30 Occupation: Lawyer Income: Middle and Upper Class Watches: The News, National Geographic Wears: The Kooples, Reiss, Karen Millen, Kurt Geiger Listens to: James Arthur, Will Young, Take That Interests: Art, Fashion, Socialising

- CSC already has a household name in the UK and large fashion brands have already collaborated with CSC. This gives them the confidence that they can expand into the US market. CSC has a competitive advantage over other brands, all their bags are known to be hand stitched which gives them the extra uniqueness in the market. - CSC are a private limited company which means they are not influenced by the stock market. If CSC ever went into a poor financial state/position, the only people who would be impacted are the private inspectors. - Julie, the founder of CSC has been named among the 100 most influential people in fashion. This gives a very good brand image and adds to the already very reputable brand name.

Weaknesses

Opportunities

- CSC may not have the capabilities to understand their consumers buying habits without the correct technology tracking their purchases. Their current workforce is a small eighty-four (Eccles 2012) which will surely find the expansion into the US market difficult to keep up with.

- The company has a well established brand name and image, this will hold them in good stead when entering the US market.

- C SC currently do not have a high presence on social media. In primary research conducted, it was found that only 25% of people had seen CSC’s advertisements or social media accounts. This could backfire on the brand as other brands are gaining a foothold in the market due to their social marketing efforts. The internet and e-commerce is such an essential platform which isn’t being used to its advantage by The Cambridge Satchel Company as 52% of shoppers buy their bags online. Social Media is the next new thing, moving from e-commerce to social commerce which is an engaging means to appeal to customers. 56% of consumers follow brands on social media sites such as Facebook and Instagram in order to view new products and get inspiration for future purchases. Typically 59% of 18-29 year olds use Instagram on a daily basis. With Instagram recently launching their shoppable tags which allows consumers to click the tag which directs them to a product page with details of the product, then a ‘shop now’ button which goes straight to the retailers page. This would be a perfect marketing and sales opportunity for the CSC as it will be very useful for the consumers. A lot of their competitors are already using this feature on their social media pages however for Cambridge Satchel Company, their social pages still need more development and circulation to make it a useful tool. - A s the brand is so unique, it will be difficult to change their styles without it affecting their whole brand image if changes in fashion trends occurred.

- Eccles, (2012) explains that there is a backlog of orders that CSC cannot currently fulfil. When the firm expands into the US market, they will have to be able to cater for the larger demand in purchases. CSC know the market is there to be tapped up. - There are currently 16 million students enrolled in colleges across the United States (Quora 2017). CSC can exploit this massive market by producing school bags, an already in demand product.

Threats - There are competitors who can create similar styles, something likely to happen unless CSC have universal intellectual property rights. Competitors may price CSC out the US market as they already have a foothold. - If either of the founders leave the business, CSC will surely lose their unique identity. The SWOT analysis highlights The Cambridge Satchel Company’s key strengths, but also the areas in which they can improve upon. The information from the SWOT analysis supports the key findings from my research. For example, a major weakness of the company is that CSC do not have a high presence on social media. CSC would benefit by improving their activeness on social media accounts and improving their followings. This will not affect the CSC’s profits as advertising on social media is free!

Micro Trend Analysis

Health Trend

Vegan Trend

The Cambridge Satchel Company have recently collaborated with the Brompton Bikes to develop three stylish leather satchels, in the striking colours of; Lagoon Blue, Turkish Green and, a new colour, Oxblood. All the satchels integrate with the Brompton’s front carrier system, fitting neatly to all the bikes, and are able to hold up to 2.5 kg of your must-have items. This collaboration coincides with the recent surge in interest for our health and well-being. In 2016, cycling was the second most participated sport with 15%. This is a great opportunity for CSC, as if more people are cycling, they can promote their bags to be a perfect accessory for their journeys to school or work.

They collaborated with Melissa in 2016 to create a completely vegan friendly bag made with Melissa’s iconic melflex 100% PVC material. This collection of bags is 100% recyclable, waterproof which is perfect for the British weather. It has a classic yet contemporary look due to the metallic sheen, making it perfect for a younger consumer which can be used for any occasion. By TCSC venturing into a ‘vegan’ bag opens themselves up to a different range of customers. According to Mintel ‘The UK Vegan Society estimates the number of vegans has increased from 150,000 in 2006 to 542,000 in 2016.’ this is a significant increase in numbers meaning they have a wider opportunity to create more sales as there isn’t a large collection of vegan friendly bags on the market.

Heritage and Sustainability By having a ‘made in Britain’ badge on their products can allow them to charge a premium for their luxury bags and accessories. The manufacturing employment in the UK continues to rise for the 20th month due to companies having a keen interest in keeping their products close to home and are investing in their machinery and skills from home. Companies appear to be discovering the many advantages that the ‘made in britain’ holds. In the UK, sustainability and ethical manufacturing and producing has really made a strong impact on consumers. According to Mintel ‘70% of the 16-24s, confirming the pressure that will be on fashion brands in future regarding ethical and sustainable production’. This suggests that if brands want to be successful they need to future proofing themselves by delving into the sustainable and ethical world now. Deane at CSC released a statement regarding ethics and sustainability. She preferred her manufacturer to be ethical rather than completing the many standing orders, this shows her dedication to ethics within the fashion business. Having these morals has allowed her to open her own factory to demonstrate her dedication to ethical manufacturing which stands by their values as a business.

The PESTLE Analysis

Political

Economical

Changes in US or UK law could affect how CSC run the business to stay in line with new policies. Changes in income tax could be at the detriment of CSC if their consumers do not have the same income to spend on their products and are money conscious. New laws on marketing may come into place making it more difficult for CSC to promote their brand.

A recession could lead to a decrease in sales, as discussed in Political. This could lead to consumers purchasing cheaper alternatives. However, as discussed previously, if CSC develop an everyday brand, it gives opportunities for lower income consumers to still purchase the brand. CSC are dependant on raw materials staying at a low enough price so they can make profit on the sale. Unsettled political economies could cause raw material prices to increase meaning CSC will have to alter their pricing methods.

Social

Technology

Legal

Environmental

It may be the case that CSC does not cater for every person, they may want to create new designs for different tastes. It is vital CSC keep upto date with their consumers and ensure they are bringing out new products in line with their needs. Developing new ways of marketing via social media will boost sales and attraction towards the brand.

Online shopping has changed the way consumers buy and think. CSC can target their audience in a single social media post rather than spending money on TV campaigns worldwide. CSC must ensure they have technologically advanced machinery and CRM systems to keep up with demand. However, the Cambridge Satchel Company, do not use the innovations in their production but rather the manual workers in the processes such as stitching together the pieces of leather to create bags. However, they have used technology in their marketing and have set up online stores so that people can shop online.

Legislations such as the Sales of Goods Acts and the Minimum Wage Act, which The Cambridge Satchel Company stick to, makes them to be an ethical brand. This encourages consumers to want to shop there as they will be confident that if they buy a satchel, they will be able to return it in a certain period of time. CSC will have to be aware of any changes in production standards as otherwise they could be hit with hefty fines. The reputation of the company is on the line, so health and safety standards must be at the highest level.

As climate change has an impact everywhere, when the brand launches in the USA, the brand will need to identify stock that is needed. CSC need to ensure are producing their good ethically. The backlash from consumers regarding the leather and fur trade has left some companies with a terrible brand image. Using environmentally friendly materials will ensure CSC are satisfying all ethical regulations.

The Ansoff Matrix The Ansoff Matrix model is a marketing model that helps suggest growth strategies for a business. Overall looking at the model, The Cambridge Satchel Company should focus on product development and market development. The Cambridge Satchel company should invest in developing an app. With shoppers buying online, it is a new way of products being purchased but on a new channel. By having an app, it also means American consumers would be able to download the app to purchase products.

The

8 P’s Of Marketing

Price

Process

Place

Penetrative pricing and flash sales will ensure CSC have a successful campaign in the US. Starting the campaign at their original high price and then promoting sales will encourage consumers to ‘buy while they can’, a method to boost sales in the early months. Another way to increase sales in the US is for offers to be won through social media, for example, the first 300 people to Instagram about the CSC store opening in the US will receive 10% off their first satchel.

To create a happy shopping environment with good customer service to ensure that all Cambridge Satchel Company customers enjoy their shopping experiences and CSC recieves a positive reputation.

In New York City as it attracts almost 47 million foreign and American tourists each year and tourism is a major industry, bringing in $30 billion 2015 (NYC tourist info). Being in New York city, increases brand awareness across the states as the city creates a high amount of buzz.

Promotion Sales, Celebrity endorsements, Giveaways and grand opening with flagship store.

Productivity and Quality

People The staff that will be working at the pop up stores will be trends, young and well trained with excellent customer service. All staff will be wearing the mini satchel in different colours that will be on sale at the time, which will give consumers inspiration.

Product For the pop up store - satchels from the latest collection and the most popular all year round satchels

Physical

Environment

The appearance of the concessions will reflect that of the brand

Durable, long lasting, high quality products.

USA Marketing Plan In order for The Cambridge Satchel Company to optimise their brand in the USA it is important to consider their strategy plan to be successful. The company needs to consider many different factors. CSC should open their first store in New York, the home of fashion. A flagship store in New York will certainly get heads turning and gain the traction needed to make the expansion a success. Opening the store in Autumn/Winter could also help gain traction as tourists will most likely be in the city on their shopping trips for Christmas goods. Not only that, but the Autumn/Winter season tends to make consumers buy a new wardrobe, CSC can aim to create a winter season special to attract new customers. It is possible setting up a concession store before setting up a flagship store as this would ease CSC into the market. The last thing CSC need to do is waste capital on brick and mortar. Opening a concession shop within Bloomingdales or Macy’s will give CSC excellent experience and knowledge of the market. CSC should also use intermediaries before their expansion. Using agents to sell stock on behalf of the company will ensure to create a buzz, especially if CSC can

endorse some celebrities to get the name buzzing. Penetrative pricing and flash sales will ensure CSC have a successful campaign in the US. Starting the campaign at their original high price and then promoting sales will encourage consumers to ‘buy while they can’, a method to boost sales in the early months. Perhaps CSC should create an everyday brand, a cheaper alternative for everyday use. This would boost sales and give CSC another arm of potential sales. Conclusive research suggests that CSC should only expand into the US market with their coveted female side of the business, which started ten years ago compared to the men’s three years ago. Finally, it is essential CSC create a social media presence and partner up with fashion bloggers and celebrities. Social media will play a huge part in the transition from the UK to the USA as consumers will be able to keep up to date. Nowadays, an Instagram post is a much more successful way of advertising than a billboard or tv advert. Advertising on social media is a better way of spreading the word as ‘More than four in 10 online consumers (42%) trust online banner ads’ (Nielsen.com)

Conclusions and Recommendations

Made in Britain

Bloggers or Instagram influencers

By CSC being a high quality producer of handmade British leather goods, this demonstrates that they stand by their ethos of creating quality British products. This will also help launch into the US market as according to Attest (2017) “three in four people said that a ‘Made in Britain’ label would make them more likely to buy a product.” this shows that the ‘quintessentially British’ theme is a great selling point in the US market. The Cambridge Satchel Company promotes the fact that their products are all handmade and produced in the UK. According to the Fashion Network ‘68% of global consumers are more likely to buy if products come from Britain, with UK fashion firms particularly well thought of abroad’. In the US, they have a strong connection with British ‘classic’ prints, they crave anything British. Therefore the CSC could creste ss new satchel with a homage to the British flag, by launching an exclusive product line featuring the flag on a few types of products will be a perfect introduction into the US market. Such: leather phone cases, luggage tags which would be highly popular, and lastly on their mini satchels. This would create great awareness and appeal for the US consumer market, particularly in popular tourist areas such as New York, Washington and Florida.

The Instagram Influencers market is booming. 49% of people suggest that they depend on influencers for their purchase decisions, this is a high figure, suggesting that consumers rely heavily on influencers opinions moreover their friends and family. This infers that in order to be successful in this industry you need to create a good relationship with bloggers and influencers to build your customer clientele. Although social media is a huge platform, it isn’t necessary to use all platforms, just the relevant platforms which will be beneficial to them. The Word of Mouth Marketing Association found that word of mouth, even digital word of mouth, can drive sales anywhere from five to 200 times more than paid advertising. This demonstrates that creating working relationships with these digital influencers is a new and innovative way of generating sales and interest in your business. For TCSC, as their social media is particularly limited with few followers, creating work with influencers will help them thoroughly. Working alongside a ‘mom blog/influencer’ will be beneficial as from my research in store, gifting is a common purchase usually for their children. Also, Deane originally reached out to mum bloggers in the UK to help raise awareness. A great match for CSC, would be mom Instagram influencer Christina Boyce, her instagram feed is full of bright colours which would be perfectly matched with the collections from CSC. Also, she lives an active lifestyle making her a perfect ambassador for CSC.

Taxi Marketing A great opportunity for The Cambridge Satchel Company to consider when moving into the US market was to create a wrap for New York Taxis. Many fashion brands have used this type of marketing especially when creating a launch into a new city. An example is their American competitor Kate Spade. Although since the private hire ‘Uber’ service launched, the taxis became less used. However, only taxis have roof billboards, and in January cabs averaged 283,000 daily trips this is a huge advantage as their advertisements will be circulated around the city a high amount and seen by a large percentage of tourists and habitants of the state. By using a taxi rather than a billboard allows the companies to use a mobile advertising method, rather than being stationary and being seen by only a minute amount of people in the Big Apple. These digital screens on-top of cabs also have geographical check-ins, therefore allowing the advertisement/message to change depending on where the taxi is. This is a great advantage as it will allow TCSC to alter their messages depending on the ‘type of consumer’ in that area.

The aim of this report was to identify and discuss how CSC should accomplish their goal of expanding into the US market. CSC should identify and focus on different the marketing strategies that were discussed. Implementing these strategies will give CSC the best chance of succeeding in the new market.

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Appendix

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