Marketing PlanVEJA

Lauriane BarrachinFlore Chambon

Anne-Sophie Caramelle

VEJA

PREDECESSOR CONCERNING ETHIC SHOES

ABSOLUTE ICON OF FASHION ETHICS IN France

CREATED IN 2004 BY SEBASTIEN KOPP AND GHISLAIN MORILLION

PRODUCTED IN BRAZIL, RESPECTING EMPLOYEES INTEGRITY

Our Product : Tava

Sneakers

Different colors

Growth stage

Little communication

Macro environment

Opportunity ThreatTechnological Investment in R&D => higher

performance of product

Socio Cultural Democratisation of the trainer as a daily and a fashin shoesNeed of belonging to a group, to be accepted(But) Lookking for the differenciation and personalizationFashion effectResearch of qualityMore responsible purchase

Environmental Awareness about the degradation of the planetLaw about the respect of the environment

Economic Decrease in purchase power

Legal Law about workers conditions, children workLaw about materials or processes used

Competitive situation

Veja Faguo shoes Fred Perry

Style TrendyClassy

CasualTrendy

Trendy vintage

Price 105€ 50 – 60 € 100-200€

Production Brazil China England

Promotion Social mediaInternetPress

Social mediaFair and ShowInternetPress

AdvertsSocial mediaPressinternet

Distribution A few retailers Retailers Own stores

Environmental Engagement

Fair TradeProgram against deforestationNon use of dangerous substances

Program against deforestationCardboard boxReduction of CO2 emission

Brand System

Brand concept:

French founders

Is another world possible ?

Fair trade concept

Fashion and sustainable

Product Experience

Biologic and ecologic

Environmental cause

Semiotic Invariants

Trendy

« V »

Classy

Exclusive

Positioning

WHY ?

Be different

Production and distribution

Different way of distributing

Against mass comsumption

REASON TO BUY ?

FASHION/SUSTAINABILITY

Involvement in a cause

Identify to a group

FOR WHOM ?

18- 30 years old

Trendy people/attracted by fashion

Care about environment

AGAINST WHOM ?

Fago shoes

Sneakers brand as ADIDAS, NIKE, FRED PERRY

Consumer insight

FAIR TRADE SHOES

EXAMPLE OF NIKE : SHOES CREATED IN BAD HUMAN CONDITIONS Will of buying shoes that respected human labor rights.

EXCLUSIVE FEELING

Product that you cannot find everywhere and not wearied by everyone

VEJA – TAVA

LOW IMPACT (OR NOT ENOUGH INFORMATION TO DETERMINE)

MEDIUM IMPACT

HIGH IMPACT

Production

Distribution

Packaging Consumption

Energy

Air

Water

Soil

Equity

Eco-systems

Target group

Young people : 15-30 years old

Attracted by fashion

Good life level

Personas

OLIVIER

Middle and upper class

18 years old

Student

Attentive to trends and fashion

Basket is his everyday shoe

What he wants ? Identification to a group, fashion, quality, confort

Why would he buy a sustainable innovation ? Effect of fashion. Sustainable is not his first motivation to buy the product.

How he decides ? By comparison with other people and other products

Media behaviour: connected consumer

Personas

CAROLE

Middle and upper class

27 years old

Working woman, dynamic

Attentive to trends and fashion, she likes trendy shops

Heels are her everyday shoe : she wants confort during WE

What she wants ? Be implicated on her purchases, confort, quality, cool product, trendy

Why would she buy a sustainable innovation ? She believes in it. She cares about environment and human rights, she wants her children to grow up in a better world.

How she decides ? Implicated purchase

Media behaviour:TV, press, a little connected

SWOT analysis

STRENGTHS WEAKNESSES

-High quality products-Exclusive feeling for the customer = identification to the brand-Active on social media, close to their target

-Not very known-Expensive compared to competitors-Not sold in a lot of shops = very rare product

OPPORTUNITIES THREATS

-Trend of respecting the environment-Return to artisanaly made products (not produced in mass in China)-Casual fashion = more sneakers into fashion shows

-Upcoming competitors = surfing on the trend of fair trade

Goals and objectives

Be more famous

Seem less exclusive

Be more accessible

Attract more people

Current strategic option

Almost no adverts

Especially present on the web

Purchase only possible in a few shops (limited)

too exclusive ?

Our Strategic option

Communicate more

Exclusivity could be a threat

Create one « Veja » store in each big city (Paris, London)

Increase the shops selling Veja

Communication based on the Trendy side

Make it more accessible

Marketing Mix

Product :

Made in Brazil

Manufacturing in dignity Fair trade

Organic cotton (from North Brazil)

Ecological leather

Sole and « V » in wild rubber of Amazonia

A light and comfortable shoes

Marketing Mix

Price : 105 euros

More expensive than competitors

Production and distribution policy (fair trade)

Environmental actions

Marketing Mix

Place : launched in the

biggest and most fashionable cities

A few “veja” stores in selected places

Sold in selected shops (exclusive)

Present on the WEB (Social media)

Promotion: more advertisement

Make it less exclusive AND more communication

Ads : presenting more different typical customers identification easier

Video to explain the brand (Youtube)

Conclusion

A young and fashion product

Different and exclusive

Very implicated in ethics (human and environmental)

But expensive !

Should communicate more about the trendy and the exclusive side (identity) of the brand than sustainability