Men's Wear: Cruzzo

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Information about Men's Wear: Cruzzo
Business & Mgmt

Published on March 18, 2009

Author: zcancelik

Source: slideshare.net

Description

customer behavior, trends, textile, men's wear, suits, customer buying trends, turkish people clothing habits

Inspiration for Modern Men

Agenda • Sophanarith Chun - Company Profile • Gamze Sevinc - Situation Analysis I • Zeynep Cancelik - Situation Analysis II • Ilse Ungeheuer - Marketing Recommendations • Juliana Siqueira - New Product/Service

Sophanarith Chun

About CRUZZO… Company • Men’s Wear Introduction Situation – Design Analysis – Manufacturing and Market – Distributing Company Segmen- tation Marketing • Established by a former Turkish Recommen- dations tailor Y.Sevinc in Izmir, 1980 New Product / Service

About CRUZZO Company Introduction • 300 sales points overall Company Situation Introduction • Turkey: Retail shops in 71 cities Analysis Situation • Export to: Market Analysis Segmentation – Greece: 95 shops Market Marketing Segmen- – Iran: 3 shops Recommen- tation dations – Russia Marketing New Product / Recommen- – Small companies in: Bulgaria, Service dations Holland and Jordan New Product / Service

About CRUZZO Company GREECE Introduction Berto Lucci 35 shops chain stores Company Situation Introduction Analysis Portobello 5 shops chain stores Situation Market Analysis Glue 55 shops chain stores Segmentation Market TOTAL: 95 shops chain stores Marketing Segmen- Recommen- tation IRAN dations Marketing Alpama 3 shops chain stores and New Product / Recommen- wholesalers Service dations TURKEY New Product / Service Poloross 10 shops chain stores

CRUZZO’S VISION Company Introduction • To establish an Company Situation Introduction – internationally recognized, Analysis Situation – indispensible and permanent Market Analysis Segmentation manufacturing brand Market Marketing known for Segmen- Recommen- tation – the quality, dations Marketing – service and New Product Recommen- / Service dations – customer satisfaction. Analysis New Product / Service

The Brand Name Company Introduction • Inspiration: Italy Company Situation Introduction Analysis Situation Market Analysis • Italy: Center of the suit fashion Segmentation Market Marketing Segmen- Recommen- tation • Attractive & recognizable in dations Marketing international market New Product Recommen- / Service dations Analysis New Product / Service

The Products Company Introduction Company 1. Classical Suits Situation Introduction Analysis 2. Semi-sport Suits Situation Market Analysis Segmentation 3. Special Groom Wear Market Marketing Segmen- 4. Blazer Jackets Recommen- tation dations 5. Over Coats Marketing New Product Recommen- / Service dations Analysis New Product / Service

The Products Company Introduction Company Situation Introduction Analysis Situation Market Analysis Segmentation Market Marketing Segmen- Recommen- tation dations Marketing New Product Recommen- / Service dations Analysis New Product Classical Suits / Service

The Products Company Introduction Company Situation Introduction Analysis Situation Market Analysis Segmentation Market Marketing Segmen- Recommen- tation dations Marketing New Product Recommen- / Service dations Analysis New Product Semi-sport Suits / Service

The Products Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations Over Coats New Product / Service

The Products Company Introduction Company Situation Introduction Analysis Situation Market Analysis Segmentation Market Marketing Segmen- Recommen- tation dations Marketing New Product Recommen- Special Groom / Service dations Wear Analysis New Product / Service

Employees Company • 200 permanent workers Introduction • More temporary employees/ factory Company Situation Introduction workers Analysis Situation Market Analysis Segmentation Production Amount Market Marketing Segmen- • 10.000 pieces per month – high quality Recommen- tation dations Marketing New Product Recommen- Convenience / Service dations • Easy to reach, 300 sales points! Analysis New Product / Service

Extra services Company Introduction Company Situation Introduction • Can choose the fabric & style Analysis Situation Market Analysis Segmentation • Size can be measured Market Marketing Segmen- Recommen- tation dations • Shipment discounts Marketing New Product Recommen- / Service dations Analysis New Product / Service

Offered Sizes Company Introduction • 46 – 56 normal Situation • 58, 60,62 extra large Analysis • 72-74 especial order -extraordinary Market Segmen- • tation 4, 6, 7, 8 drop Marketing Recommen- dations New Product / Service

Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- Short & Short & Tall and fat Tall and skinny dations skinny fat 8 drop - 62 7 drop - 50 6 drop - 46 4 drop 50 New Product / Service

Gamze Sevinc

The Target Market • Business man Company Introduction Corporate, government officials, Situation business owners, waiters, Analysis pilots/airline hosts… white collar employees, Market Segmen- • tation Grooms & friends &family • Marketing Government workers Recommen- dations • Professional entertainers New Product • New graduates… / Service

Demographics Company • Age: Over 16 Introduction • Situation Gender: Male Analysis • Social class: Middle and Upper class Market Segmen- • Employment status: White collar tation • Income: Average and high income Marketing Recommen- (Can afford 120TL = 72$ dations 175TL=105$) New Product / Service

Motivations • Special occasions Company Introduction – wedding, career, interview for jobs, Situation special celebrations… Analysis Market • Lifestyle continuity (business man) Segmen- tation – replace the old ones Marketing Recommen- dations • Fashion & image improvement & PR New Product – Make better first impressions / Service

Feelings • To be attractive/impressive Company Introduction Situation • Women are attracted Analysis Market Segmen- • Even to look sexy tation Marketing Recommen- dations • To be respected New Product / Service

Geodemographics Company Introduction Where are the customers located? – Turkey, Situation – Greece, Analysis – Switzerland, Market – Russia and Segmen- – France tation Marketing Recommen- dations New Product / Service

Psychographics • TR people who live in the large cities Company – have a similar culture to Europeans, Introduction – Exclusive clubs & designer shops selling the latest Situation fashions. (Istanbul) Analysis • Fashion is similar Market Segmen- – dress similarly as European or American people tation concerning men's suit. Marketing Recommen- • Mostly: Muslim dations New Product / Service

Modernization in 1920s Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Zeynep Cancelik

What is trend? Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Customer Buying Trends Company Introduction 1. Summer 2. Elections Situation Analysis 3. Ramadan 4. New year- December 31 Market Segmen- 5. Textile fair tation Marketing Recommen- dations New Product / Service

Trends: Summer Company Introduction Situation Analysis Market Segmen- tation Marketing • Weddings Recommen- dations Special Suites For The Grooms New Product / Service

Trends: Summer • Engagement Parties Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Summer • Graduation Parties Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Summer • Concerts Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Summer • Openings Company – New businesses: hotels, restaurants, buildings… Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Summer Company • Galas Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Elections Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Ramadan Company • Moon calendar – No specific time Introduction • Family dinners Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: New Year Celebrations Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Summer Company • Preparation for the “business year” Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Trends: Textile Fair Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Culture / Ethnicity Reflections Company • Italia Introduction – Center of the fashion/man suits Situation – Mafia subculture Analysis Market • Belgium Segmen- tation – Sells are up/ personal success Marketing Recommen- • Russia dations – Cold climate: Over coat is very popular New Product / Service

Ilse Ungeheuer

Marketing Plan Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Plan Company • 3 year marketing plan with long term goals Introduction and constant evaluation of the success Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Plan • Integrated Marketing Communications (IMC) Company Introduction Slogan: “Inspiration for Modern Men” Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Plan Company • Customer-focused and market driven Introduction strategies Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Plan Company • National and international campaigns Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Plan Company • Improving customer relationships / research Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Marketing Mix Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Promotion Company • New slogan: “Inspiration for Modern Men” Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Promotion Company • New slogan: “Inspiration for Modern Men” Introduction Situation • IMC Advertising Campaign Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Promotion Company • New slogan: “Inspiration for Modern Men” Introduction Situation • IMC Advertising Campaign Analysis Market • Product Placement Segmen- tation Marketing Recommen- dations New Product / Service

Promotion Company • New slogan: “Inspiration for Modern Men” Introduction Situation • IMC Advertising Campaign Analysis Market • Product Placement Segmen- tation • Sponsoring Marketing Recommen- dations New Product / Service

Promotion Company • New slogan: “Inspiration for Modern Men” Introduction Situation • IMC Advertising Campaign Analysis Market • Product Placement Segmen- tation • Sponsoring Marketing Recommen- dations • Prizes for the best college graduates New Product / Service

IMC Advertising Campaign A modern face for the new campaign: Company Tarkan (a very popular singer in Turkey) Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Product Placement 007 -- James Bond will wear CRUZZO next time Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Sponsoring Official suits for the Turkish National Soccer Team Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Sponsoring Prizes (suits) for the best College Graduates at Company Universities in Istanbul, Ankara, and Izmir Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Juliana Siqueira

Advertising Putting the name Cruzzo on people’s mind Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Diversification • Ties Bow tie Company Introduction Situation • Long sleeves shirt Analysis Market Segmen- tation • Different color of shirt Marketing Recommen- dations • Costumer measure at the retail store – Partners New Product / Service

Marketing Research Company • Survey Introduction – Loyal costumers to know them better Situation – Retail stores to know what to do to sell better Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

Women • Blazer for women for the other country where they have retails Company Introduction Situation Analysis Market Segmen- tation Marketing Recommen- dations New Product / Service

www.cruzzo.com.tr www.cruzzo.com.tr/eng.html

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