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_SLIDE_1_
Business introduction
Consumer survey summary
4P Strategy
STP Strategy
Branding Strategy
Service Strategy
Distribution and Promotion
Contents
Project proposal
Men’s suit rental service
_SLIDE_2_
Business introduction
_SLIDE_3_
Men’s suit rental service, WHY
But,
What brand, and where to buy
What brand
Where
20’s University students
who frequently have to wear suits
_SLIDE_4_
According to the Environment analysis,
1) low brand loyalty.
Young Customer 2) make account of quality and style.
3) sensitive to the price.
_SLIDE_5_
According to the Competition analysis,
Formal
In the leading brand’s product portfolio,
Boundary between formal and casual lines
is being disappearing.
Business casual
_SLIDE_6_
Consumer survey
_SLI…(생략)
Q1. How often do you buy the suit
Q2. When do you mainly buy the suit
Q3. Do you feel burdened about price of suits
14.4%
Q5. What kind of service do you want in the suit rental co.
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online delivery
Reflect target consumer’s needs
in our main 4P Strategies
_SLIDE_12_
According to the Consumer survey,
Consumer’s characteristics
Style
Quality/ Price
Not preference toward
Particular brand
Trendy business casual
Mix and Match
Business direction
Age: Twenties
Job: university students / new-employees
★
★
Consumer’s Needs
Various design
Cleanliness
Low price
Feel free to try
Various size
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STP strategy
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Segmentation
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Targeting
Showing-off shoppers
# 20’s
# high income
# high involvement
(interested in fashion)
# tent to buy the most expensive suits from luxury brand.
Savvy shoppers
# 20’s-30’s
# low income
# high involvement
(interested in fashion)
# want to express their individual style.
Bottom price shoppers
# 20’s
# low income
# low involvement
(not interested in fashion)
# very sensitive to the price and feel difficult to choose the clothes
Project proposal Men`s suit rental service.pptx
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