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MARKETING gunjan goel
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gunjan goel Parsons The New School Design and Management ‘11
email: goelgunjan11@gmail.com
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CONTENTS 1
MARKETING
17
Discovered, Conde-nast
ZH Collection
BUSINESS MODELS & PLANNING 25
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EVENT PLANNING
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Boutique Hotel
EVENT PLANNING Discovered, Conde-nast
SPECIAL EVENTS PLANNING TEAM OF CONDE-NAST.
GUNJAN 1
FUMI
DOMINIQUE
This was a group project, where I worked with two other girls. I have a deep passion fro planning events and thus guided my team to take up a project that required event planning. After a good amount of brainstorming,we decided that we wanted to be the head team of the Special Events planning sector in the Marketing department of Conde-nast. DISCOVERED, would be a business proposal to the Executive Marketing Director of Conde-nast, as an expansion scheme.
I suggested Conde-nast because I was doing an internship at the fashion closet at Teen Vogue, a part of Conde-nast. Through the process of asking ‘why’ and ‘how,’ we hit upon interesting analogies. We also engaged in a profound analysis and reflection of our team process in terms of how we worked together as a team of 3- looking at the mediums we used to communicate and how effective those tools and mediums were.
OUR IDEAS
Independent Event Management company coordinating with different magazines to fund and publish our stories.
IDEA A
New product of a well-reputed publication houseConde-nast.. Accountable to Conde-nast for our actions and events
In the Special Events planning sector of the Marketing department of Condenast. DISCOVERED is a business proposal to the Executive Marketing Director of Conde-nast.
IDEA B
IDEA C
2
We started by asking ourselves Why our scheme is relevant and How we should go about it.
NEW DESIGNERS
WHY?
HOW?
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A SWOT analysis helped us to find out how we could get a competitive edge with our scheme.
STRENGTHS
OPPORTUNITIES
- venture out further
- create a whole new competition
-become a stronger link between the seller and customer.
-stronger ties with potential advertisers/designers
-enhance editorial content -become a magazine by itself -cost saving
NEW DESIGNERS
- distraction
-CFDA strengthening their model
-not enough funds to host upscale events
-other magazines might invest in similar schemes.
WEAKNESSES
THREATS 4
By asking new designers in the field, we wanted to make sure that our scheme is relevant and would be beneficial to them. Also listing the advantages for the participants was important to our success.
NEW DESIGNERS
ADVANTAGES TO THE DESIGNER PARTICIPANTS
Sanaa Hyder, ZH Collection “A company that hosts upscale shows for up and coming designers may be a great idea. There is definitely room in the market for a more open-minded, nurturing event host.”
Shaineal Shah, Xocolatti “Great idea! Getting high net worth, affluent, or trendy people to actually come to this event is really helpful to make a strong network. I think everything boils down to who you know in any business, or anything that you do.“ 5
They will enjoy numerous advantages of being sponsored by such a popular magazine house than starting out as a completely new individual business enterprise.
The magazine would be a three part issue according to the seasons shown below. The story could be published in any of the magazines under the Conde-nast publication house.
THE PLAN
FALL SPRING SUMMER
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The next step in our plan would be to advertise to reach out to the designers who we wanted to participate in our scheme. The selection committee would comprise the chief editors of all the Conde-nast magazines.
GET
DISCOVERED
SUBMIT YOUR WORK FOR A CHANCE TO APPEAR IN
face book, posters, word of mouth, advertising on the Conde-nast web site
7
After short listing about 11 designers only, we will pick a venue with a runway set up, to showcase the work of these designers. With intensive advertising, we also mean to attract sponsors for our venture since we want to make the event grand as possible. we will be inviting celebrities to this event to further pull up its popularity level. In this way, a major part of promoting each of these designers would already be complete. This endorsement will be a win-win situation for the designer participants as well as to the reputation of the Conde-nast publication house.
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Advertising would be a crucial part of our venture, so we would design big banners in various media to try and attract as much attention as possible. Also we designed a prototype of how the magazine spread would look featuring a story.
EVENTS Celebrating Fashion’s
Fresh New
Designers
A new platform for the novice
has emergered and the fashion world has a keen eye on the 11 designers chosen by DISCOVERED. Celebrities and all top fashion editors were out for the event that showcased the designers work.
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REFLECTION ON OUR TEAM PROCESS
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OUR TIMELINE
Week 1
Week 2
Week 3
Week 4
OUR TIMELINE 11-17-2010
KEY Strategy/Planning
11-24-2010
12-08-2010
12-15-2010
Brainstorming
Visit the Grand Central Holiday Fair. Identify the team structure through observations and interviews interview magazine editors
Interviewing
Co-ordinating
Have interviews on designers and event organizers (all members) and compile a list of magazines and galleries to partner -co-ordinate with other teams required fot the final event like technicians, broker, caterer.
Designing
- Create a letter to forward to magazines. -Also come up with content for the pamphlet -Design posters, pamphlets, invitations -revision of material Send out invites -Finalize pamphlet/invitations/ visuals for press
Press release
-revision of material -host the event feedback
Final putting together everything
-final revision of materials -mock up of presentation (agenda, sequence) paper
Paper
-present to the class -get feedback
Presentation
GUNJAN FUMI DOMINIQUE
DIVIDING TASKS
Week 1
Week 2
Week 3
Week 4
OUR TIMELINE KEY Strategy/Planning
Interviewing
Co-ordinating
Designing Press release Final putting together everything Paper
Presentation
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11-17-2010
11-24-2010
12-08-2010
Brainstorming
Visit the Grand Central Holiday Fair. Identify the team structure through observations and interviews interview magazine editors Have interviews on designers and event organizers (all members) and compile a list of magazines and galleries to partner -co-ordinate with other teams required fot the final event like technicians, broker, caterer. - Create a letter to forward to magazines. -Also come up with content for the pamphlet -Design posters, pamphlets, invitations -revision of material Send out invites -Finalize pamphlet/invitations/ visuals for press -revision of material -host the event feedback
-final revision of materials -mock up of presentation (agenda, sequence) paper
12-15-2010
THE MEDIUMS WE USED Looking back at how we worked as a team was equally important as creating the project. It helped us analyze how well we worked, the mediums we chose, the mistakes we made.
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ZH Collection
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MARKETING
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MARKETING ZH Collection MARKETING ASSISTANT INTERN I assisted designer, Sanaa Hyder in marketing and promoting her new brand, ZH Collection, a line for handbags. My work included detail-oriented research work and emailing blog editors. I even indulged in photoshoots with her collection, to help her with product placement, which she used in her blogs and web sites. I also assisted her with her stall on trade shows. Making sample sheets on excel, writing to editors, researching-all added up to be extremely valuable in terms of learning. My detail-oriented skills, communication and organization skills were enhanced. I would also actively make recommendations to her, when she asked me for my suggestions on numerous matters.
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BRAND POSITIONING PHOTOSHOOT
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SAMPLES OF EMAILS AND BLOG LISTS I CREATED
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Dear Whoever it may concern, I believe that word of mouth and meaningful writing always carry the supreme power of creating legends of its own. I think your blogs are extremely expressive. We would appreciate having the opportunity to speak with you personally and discuss some of our ideas for promoting ZH Collection. Sanaa Hyder, cofounder of ZH Collection, believes in whimsy and in doing things her way. ZH Collection is a real reflection of lighthearted and fun-infused handbag line. In a time when our closets are filled with either black patent leather luxe must-have bags or beige canvas shopping totes, this eclectic collection is a refreshing in-between that does not skip on style or functionality to bring customers bold, useful pieces for travel, work and play. “ZH Collection goes back to the essentials : youth, fun and curiosity,” says Sanaa. She tries to keep her eyes open and a loose grip on the ‘grown-up’ world. ZH Collection creates unique, hand-drawn prints that are chic as well as fun. We also allow licensing of our original artwork. We have a large set up for the manufacturing process, which enables us to supply our printed textiles and bags to both US and international companies. All the designs on the fabric bags are hand-drawn and created in limited batches. Bold, fun and playfulour pieces are for an unconventional, modern woman who wants to make a statement. Please email me at goelgunjan11@gmail.com if you are interested in discussing this scheme in your blogs, which I think are incredible.
Best, Gunjan Goel Marketing Assistant ZH Collection Web site: www.zhcollection.com Email: info@zhcollection.com
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The F. Hotel
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BUSINESS MODELS & PLANNING
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BUSINESS MODELS & PLANNING The F. Hotel
This was another group project I did for my Business Models and Planning Class. We were a group of five and ivested our time in itensive statistical research to find out industry data of the hospitality industry. With looking at the entire industry, to competitor pricing and even details of pricing models for external services that we needed to make a boutique hotel work. Our Mission Statement: F. Hotel offers the best combination of location, in-room features and services, to fulfill the need of love/belonging to our fashion enthusiast customer, among all luxury boutique hotels in Manhattan, New York. Value Proposition: Among other Boutique Hotels, our features and services are specifically designed to cater to the hectic schedule of our customer. They are able to attend multiple fashion and networking events within the hotel proximity, an essential aspect of our customers’ profession. We created customer personas, maps and made features and benefits maps to find out what the best strategy for our fashion boutique hotel would be.
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COMPETITIVE ANALYSIS
 Price Range Avg. Price for a night Total sq. feet for the room
Crosby Street $450-4,500 $555
60 Thompson $479-950 $379
The Standard $295-1,800 $375
350
350
375
$1.58
$1.08
$1.50
$379
$375
Price per square feet 25
Average Starting price point per season
$555
F. Hotel $250-2,000 $300 300 $1.00 Would vary according to the season and how much in advance the booking is made. Would be considerably higher during peak seasons of the fashion shows and shopping seasons. 24
PROFIT AND LOSS STATEMENT
25
FEATURES AND BENEFITS
Product /Service
Primary Features
Problem Solved
Room
Fashionthemed dĂŠcor
Customer in a setting that feels familiar.
Bathroom
Multi-angle mirror
Conceirge
Knowledgable
This theme-specific feature solves the target customers problem of not being able to properly view their entire outfit, which is a key characteristic of their lifestyle. It enhances the details of their outfit and creates a familiar environment Allows space for their large amounts of clothing. Allows apropriate space for their large amounts of shoes. Provides multiple views of customer which allows them a complete view of themselves and their outfit. Easy, quick, accessible, reliable and upto-date information. Ability to provide information and make reservations.
Accessibility to stores/events
Solves the problems associated with location, also allows quicker access to the places customers would want to go. Avoids problems of commuting.
Walk-in Closet
Full length mirror Spotlights Extra hangers Shoe rack
Location
Cost to the business High Medium Low
Â
Value of solution
Customer Value Added
Cost
Love/Belonging
Love/Belonging Love/Belonging Love/Belonging Love/Belonging Esteem and Love/Belonging
Esteem
Safety
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CUSTOMER PERSONA
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Mary Kate
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45-64 years old
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Fashion business and leisure travelers
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Shopping and night-life is work related priority
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Require DEDICATED PERSONAL ASSISTANCE
CUSTOMER RELATIONSHIP (INTERACTION CHART)
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