1. Fashion Marketing
Fashion Marketing
Fashionable way of life

2. The Concept
 The concept is to introduce a fashion beverage from coca-cola
 Ingredients of the beverage is same as normal coca-cola with ginseng
to enhance energy
 Fashionable , attractive packaging with new distribution strategies

3. Marketing plan

4. PURPOSE
• All Markets these days are saturated and competition levels
are high because of the growing number of companies
entering into the market
• Companies should be regularly innovative with strong
implementation of the ideas. This Implementation can be
done through a proper marketing plan
• Taking these things into account Coca-Cola is launching its
fashion beverage
• So the purpose of this marketing plan is to introduce a new
product from coca-cola in a refreshing new segment which is
fashion
.

5. MISSION , VISION and VALUE
Mission
• To refresh the world …in body , mind and spirit
• To inspire moments of optimism…through our brands and
our actions
• To Create value and make a Difference…everywhere we
engage
Vision
• People : Being a great place to work where people are
inspired to be the best they can be
• Planet: Being a responsible global citizen that makes a
difference

6. • Portfolio : Bringing the world a portfolio of beverage brands
that anticipate and satisfy people’s desires and needs
• Partners : Nurturing a winning network of partners and
building mutual loyalty
• Profit : Maximizing return to shareowners while being
mindful of our overall responsibilities
Values
• Leadership : The courage to shape a better future
• Passion : Committed in heart and mind
• Integrity : Be real
• Accountability : If it is to be , Its upto me
• Collaboration : Leverage collective genius
• Innovation : Seek , Imagine , Create , Delight
• Quality : What we do , we do well

7. MARKETING ANALYSIS

8. Needs and Benefit sought by the Market :
Thirst Quencher of a unique sought because of taste
Various flavors and Diverse products
Substitute to water in a way of color and taste
Liquid combination for various meals

9. PRODUCT USAGE

10. Chart from the lesson

11. Who :
All age groups from the age of 5 and above. Irrelevant to gender income,
lifestyle, region.
Why :
Good taste.
Regular innovation of product design.
Beverage that help balance consumers sugar levels.
Consistent quality delivered by Coca - Cola.
Brand loyalty developed by Coca – Cola over the years.

12. When :
Usually with meals
Discotheques
Special Events
To quench thirst
How :
With alcohol, and cocktails
Just plain coca – cola.

13. PRODUCT POSITIONING

14. PRODUCT COMPARISON
100
90
80
70
60 CocaCola
50
40 Pepsi
30
20
10
0 y
y
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lit
lit
ag
ic
Pr
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a
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15. Market Size
• The market for our product is going to be a large fast consuming
market. Mainly targeting the night time consumers as that is the
maximum profit yielding market for the product.
• The market is going to spread across Discotheques and Fashion
cafe’s around the world.
• It is also going to be spread in Fashion schools around the world
for example IED in the different cities, FIDM – L.A, parsons N.Y.
• The product is going to be available in exclusive designer stores
and designer café's.

16. ANSOFF MATRIX

17. Existing Products New product
Existing
Markets Market Product
Penetration Development
New
Market Market Diversification
Development
 As the product we are introducing represents a new product in a new
market ( fashion) the marketing strategy applied falls within the
diversification part of the matrix

18. Margin and profits
• 80 cents Production cost in Italy.
• We are considering 3.20 Euros to be the sales price to
the Distribution
• Therefore the gross margin per can is 2.40 Euros.

19. SWOT Analysis
• Strengths:
- Good brand image.
- Customer loyalty.
- Strong back up of funds.
- Taste with energy enhancer ( ginseng)
- Design
- Efficient distribution capacity.
- Excellent marketing strategy.

20. • Opportunities:
- New product line
- Enter into a new industry: fashion
- Untargeted Market
- New distribution channels
• Threats:
- Strong competition from Pepsi in the Future
- New market
- Market Acceptability

21. Marketing strategy
• The marketing strategy behind this product is to
develop a new market of fashion beverages
• The new product which is targeted to introduce to
the customers the concept of a beverage being a
fashion accessory. (e.g. : Carrying a star bucks
coffee)
• This new product which is targeted to customers
who are interested in fashion ( new customers and
existing customers)

22. BRAND DEVELOPMENT

23. Fashionista
EXISTING NEW
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C i
s LINE EXTENSION BRAND
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C i EXTENSION
A n
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C
O
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A n MULTIBRANDS NEW BRANDS
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24. MARKETING MIX

25. PRODUCT
Fashionista – fashion beverage from coca-cola
Attractive , Stylish and different packaging
The product developed due to
 Opportunities
 Empty market
 Research
 Demand
 Fashionista differs from other coca-cola products in a way
of places , prices and distribution
 Customers loyalty towards coca-cola is an advantage for
Fashionista.
 Customers acceptance for new ideas encouraged the
development in Fashionista
 Adding ginseng to Fashionista enhance energy level in
consumers.

27. PRICE
• We are estimating 100, 000 cans of Fashionista to be sold in
day all over the world
• The estimated cost of production of one can is .80 euros .
• The sale price of one can to the retailers will be 2.4 euros
• The gross margin per can will be 1.60 euros
• The gross margin income world wide in a day will be 16000
* These calculations have been made on the assumptions made by our
group based on information collected by us from the internet in Italy

28. PLACE
• Types of channel
Indirect – like Agent, Wholesaler, Retailer.
Level of marketing coverage
• Exclusive : The product is available only in selected places
which are following
• Discotheques
• Fashion cafes
• Designer showrooms
• Fashion schools
• Fashion events
• High positioned bars and restaurant

29. • The changes in distribution is because of following reasons
• Because its positioned as a Fashion product
• Targeted customers are related to selected points of retail.
 Foreseeing the competition in the future, we will be making a
mutual exclusivity agreement with the retailers stating that
they will not introduce any competitive product in the same
segment manufactured by a company apart from coca cola.
For the first 6 months.
 For the first 6 months Coca-Cola will retaining its distribution
rights of Fashionista. Coca-Cola will choose Fashionista’s
retailers and decide the price with mutual consent of the
retailers.

30. PROMOTION
• Launching party (inviting celebrities & important
personalities).
• Sponsoring fashion shows & events.
• Special events in the night clubs sponsored by Coca-Cola
Fashionista.
• Glow paint tatoos in night clubs
• Fashionista glasses supplied to retail points, in which
Fashionista or other beverages will be served.
• Laser lights in night clubs.

31. ADVERTISING
• TV Advertisements
• Billboards
• Fashion Magazines
• Fliers
• Posters in fashion schools, clubs and cafes
• Direct marketing.

32. Briefing for advertising
 Focus on the bottle
 Connect the real thirst with fashion thirst
THE IDEA
 A fashion victim searching to quench her thirst and end up finding
FASHIONISTA which gives her a solution for her thirst and also
satisfaction for fashion needs
 The fashion society carrying FASHIONISTA as they carry fashion
accessories
 To create an image in fashion world that FASHIONISTA is a part of it

33. ACTION PROGRAMMS
• Initial production will be of stock of upto 4 months demand.
• next batch of production will start after 1 month of launch of
the product, and response.
• Coca – Cola sells 1.4 billion pieces in a day all over the
world.
• Fashionista will play a good role in this 1.4 billion because it
will increase the percentage of sales because its addressing an
untargeted market
Source : Article in The New York times
newspaper.

34. • Action plans for facing competition from Pepsi or other
competitors are( counter attack )
 After the launch of the product in three months co-branding
with, for example, dolce&gabbana and introduce a D&G gold
Fashionista which will keep Fashionista alive in market
 More products from time to time like Fashionista Zero ,
Fashionista Light etc…
 Different flavored product From Fashionista like apple
flavored , orange flavored etc..
 Co- branding with absolute Vodka which again positioned
themselves as fashion drink in alcohols
• Fashionista will introduce their accessories in tie up with big
players in accessory market
• Also introduce their limited edition clothing line in tie up with
designers
• Launch the Fashionista website which in connection with
fashion because of the web-browsing nature of target

35. Marketing objectives
• Target market objective for Fashionista is segmentation approach
which is fashion
• Expecting a percentage growth in customers who are interested in
fashion and were not coke customers
• Also high purchase rate by existing customers who is fashionable
• Expecting a growth in company’s image as a global market player (
by giving birth to a new segment - the Fashion Beverage segment)
• To initiate a curiosity about how a beverage can be a fashion
accessory (ex: as mentioned before carrying star bucks coffee as a
fashion statement)

36. Financial objectives
• For many organizations the ultimate goal of the marketing
plan is the effect it will have on the bottom line
• Fashionista’ s sales increase mainly in night because the main
target for the product is to increase sale in discotheques
• Also increase in sale where no other competitor is present
(new segment) is an added advantage in sales ( new market )
• Higher price positioning affects and increase the margin and
profit of the company

37. IMPLEMENTATION SCHEDULE

38. Task Time Responsibility People in charge
Pre-launch May. 2009 Prepare for the Marketing
advertising product launch director
activity. Issue pre-
launch ads.
Product launch Jun. 2009 Officially launch CEO, Marketing
day - Europe Fashionista at Milan, director
Italy.
TV and press Jun-Aug. Launch ads campaign Marketing
ads campaign 2009 at entire Europe. director
Product Launch March Officially launch Marketing
day – Asia, 2010 Fashionista at directors of
North America, Shanghai, New York different areas
Australia and Sydney.
Sponsor Milan feb.2010 Support D&G spring Marketing
spring fashion fashion show at Milan. director, D&G
show – D&G operation
director

39. Task Time Responsibility People in charge
Budget variance Dec . 2009 Analyze and adjust the CFO, accounting
analysis budget according to the department
actual performance of the
first quarter.
Advertising and Jan 2009 To implement the Advertising
promotion advertising and company /
promotional plan Promotion Agency
Website design and Mar . 2009 To Manage and update Web hosting
managing the fashion trends and company / Web
styles and also events Design Agency

40. MARKETING BUDGET
Marketing Cost Division for 1 can of Fashionista
Area Worldwide
T.V 40 % 16 cents per can
Magazine 40 % 16 cents per can
Other marketing 20 % 8 cents per can
activities
Total Expense 100% 40 cents per can.

41. MARKETING BUDGET
Period Quarter 1 Quarter 2 Quarter 3 Quarter 4
Pieces 12000000 13200000 14652000 16703280
Cost .40 .40 .45 .45
Total Cost 4.8 million 5.2 million 6.5 million 7.5 million
SALES BUDGET
Period Quarter 1 Quarter 2 Quarter 3 Quarter 4
Pieces 12000000 13200000 14652000 16703280
Price 3 3 3 3
Sales 36 million 39.6 million 43.9 million 50.1 million
Revenue