Reference no: EM13304130
MaxMara: Individual Report
Your brief is to produce a max. 2,000 word marketing report for one of the following "accessible luxury "fashion brands by MaxMara which are aimed at a younger market: Sportmax (their second brand, almost as expensive as MaxMara, shown on the runway, inspired by Swinging London) , Pennyblack(modern, practical, smartworkwear) or Persona (more competitively priced, casual chic).
MaxMara is an Italian pret-a-porter brand epitomising glamourous chic, yet practical apparel.
See attached MaxMara articles for background information.
maxmarafashiongroup.com/en/brands
Your marketing report will include a detailed Situation Analysis and Rationale that explains why your selected MaxMarabrand should be introduced to the Singapore market. You will specify the two year Marketing Objectives and develop an appropriate Marketing Mix Strategy
Possible accessible luxury brand competitors(to be confirmed by your research) include Karen Millen, Donna Karan, Kate Spade, Calvin Klein, Tory Burch, Michael Kors, Burberry.
Max Mara is distributed in Singapore by KwangSia. A Maxmara store is located at ION, and is distributed in Takashimaya, Isetan Scotts among others.
Your report should include tables, charts, marketing models, visuals, two moodboards plus:
• Rationale for choosing the brand
• Luxury Fashion Market Size, Growth, Forecasts in Singapore
• Luxury Fashion Market Segmentation
• Major Trends in the Luxury Fashion Market
• Comprehensive Competitor Analysis chart, incl. visuals (min. 3 competitors)
• Consumers'Perceptual Map
• Brand SWOT
• Recommended Brand Positioning and Rationale, based on primary and/or secondary research findings
• Target Market : demographics, psychographics, behavioural
• Marketing Objectives for the first two years. They must be measurable and realistic.
• Detailed Marketing Mix plan with supporting rationale. Include. recommended product range & retail price ranges, distribution &location of stores, and promotionalcosts (est.), details and timings of all promotional activities (eg. launch events, fashion shows, PR/advertorials, collaborations, brand advertising, social media activities) for first two years
• At least 1 form of formal primary research (questionnaire, interviews, group discussions, observational consumer research)
• Evaluation of the brand‘s success : how and when will the objectives be measured
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: Your brief is to produce a max. 2,000 word marketing report for one of the following "accessible luxury "fashion brands by MaxMara which are aimed at a younger market
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