CRUZZO
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
Company Profile
Sophanarith Chun
About CRUZZO…
• Men’s Wear – Design– Manufacturing and– Distributing Company
• Established by a former Turkish tailor Y.Sevinc in Izmir, 1980
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
About CRUZZO
• 300 sales points overall• Turkey: Retail shops in 71 cities• Export to:
– Greece: 95 shops– Iran: 3 shops– Russia– Small companies in: Bulgaria,
Holland and Jordan
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
About CRUZZOCRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
GREECE
Berto Lucci 35 shops chain stores
Portobello 5 shops chain stores
Glue 55 shops chain stores
TOTAL: 95 shops chain stores
IRAN
Alpama 3 shops chain stores and wholesalers
TURKEY
Poloross 10 shops chain stores
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
CRUZZO’S VISION
• To establish an – internationally recognized, – indispensible and permanent
manufacturing brand known for – the quality, – service and – customer satisfaction.
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
The Brand Name
• Inspiration: Italy
• Italy: Center of the suit fashion
• Attractive & recognizable in international market
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
The Products
1. Classical Suits2. Semi-sport Suits 3. Special Groom Wear4. Blazer Jackets5. Over Coats
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
The Products
Classical Suits
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
The Products
Semi-sport Suits
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZOThe Products
Over Coats
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
The Products
Special Groom Wear
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
Employees• 200 permanent workers• More temporary employees/ factory
workers
Production Amount• 10.000 pieces per month – high quality
Convenience• Easy to reach, 300 sales points!
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Company Introduction
Situation Analysis
Market Segmentation
Marketing Recommen-dations
New Product / Service
Analysis
Extra services
• Can choose the fabric & style
• Size can be measured
• Shipment discounts
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZOOffered Sizes
• 46 – 56 normal• 58, 60,62 extra large• 72-74 especial order -extraordinary• 4, 6, 7, 8 drop
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Short & fat
4 drop 50
Short & skinny
6 drop - 46
Tall and fat8 drop - 62
Tall and skinny7 drop - 50
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Situation Analysis ITarget Market
Gamze Sevinc
The Target Market
• Business man
• Grooms & friends &family• Government workers• Professional entertainers• New graduates…
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Corporate, business owners, white collar employees,
government officials, waiters, pilots/airline hosts…
Demographics
• Age: Over 16• Gender: Male• Social class: Middle and Upper class• Employment status: White collar• Income: Average and high income (Can afford 120TL = 72$ 175TL=105$)
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Motivations
• Special occasions – wedding, career, interview for jobs,
special celebrations…
• Lifestyle continuity (business man) – replace the old ones
• Fashion & image improvement & PR– Make better first impressions
Feelings
• To be attractive/impressive
• Women are attracted • Even to look sexy
• To be respected
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Geodemographics
Where are the customers located? – Turkey, – Greece, – Switzerland, – Russia and – France
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Psychographics
• TR people who live in the large cities– have a similar culture to Europeans,– Exclusive clubs & designer shops selling the latest
fashions. (Istanbul)
• Fashion is similar– dress similarly as European or American people
concerning men's suit.
• Mostly: Muslim
Modernization in 1920sCRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Situation Analysis IITrends
Zeynep Cancelik
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
What is trend?
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Customer Buying Trends
1. Summer2. Elections 3. Ramadan 4. New year- December 315. Textile fair
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer
• Weddings
Special Suites For The Grooms
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer• Engagement Parties
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer• Graduation Parties
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer• Concerts
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer• Openings
– New businesses: hotels, restaurants, buildings…
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer
• Galas
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Elections
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Ramadan
• Moon calendar – No specific time • Family dinners
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: New Year Celebrations
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Summer
• Preparation for the “business year”
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Trends: Textile Fair
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Culture / Ethnicity Reflections
• Italia – Center of the fashion/man suits– Mafia subculture
• Belgium – Sells are up/ personal success
• Russia– Cold climate: Over coat is very popular
Marketing Recommendations
Ilse Ungeheuer
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
• 3 year marketing plan with long term goals and constant evaluation of the success
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
• Integrated Marketing Communications (IMC) Slogan: “Inspiration for Modern Men”
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
• Customer-focused and market driven strategies
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
• National and international campaigns
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Plan
• Improving customer relationships / research
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Mix
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Promotion
• New slogan: “Inspiration for Modern Men”
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Promotion
• New slogan: “Inspiration for Modern Men”
• IMC Advertising Campaign
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Promotion
• New slogan: “Inspiration for Modern Men”
• IMC Advertising Campaign
• Product Placement
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Promotion
• New slogan: “Inspiration for Modern Men”
• IMC Advertising Campaign
• Product Placement
• Sponsoring
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Promotion
• New slogan: “Inspiration for Modern Men”
• IMC Advertising Campaign
• Product Placement
• Sponsoring
• Prizes for the best college graduates
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
IMC Advertising Campaign A modern face for the new campaign: Tarkan (a very popular singer in Turkey)
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Product Placement 007 -- James Bond will wear CRUZZO next time
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
SponsoringOfficial suits for the Turkish National Soccer Team
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
SponsoringPrizes (suits) for the best College Graduates atUniversities in Istanbul, Ankara, and Izmir
New Product / Service
Juliana Siqueira
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Advertising
Putting the name Cruzzo on people’s mind
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Diversification• Ties Bow tie
• Long sleeves shirt
• Different color of shirt
• Costumer measure at the retail store – Partners
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Marketing Research
• Survey– Loyal costumers to know them better– Retail stores to know what to do to sell better
CRUZZO
Company Introduction
Situation Analysis
Market Segmen-tation
Marketing Recommen-dations
New Product / Service
Women• Blazer for women for the other country where
they have retails
www.cruzzo.com.trwww.cruzzo.com.tr/eng.html
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