Social & Responsible Marketing Presentation of aSocial Project: GO VINTAGE
PLAN 1 3 2 The Contexte Partagez votre présentation Mix Marketing Des fonctionnalités sont disponibles à chaque étape
1 The Contexte
Industry Facts 1.1 Billion 4.4 Billion 180000 Ton 205000 Ton 22000 7-29 Ton 100-500 Years 4000
Quebec Government Actions • The Campaigns • 3R.V • Primary and Secondary Schools • Results: • 70400
REDUCE THE ENVIRONMENTAL IMPACT The Purpose
CHANGE THE MINDSET TOWARDS PRODUCTS MADE OUT OF EXISTING RESSOURCES The Focus
Target Who will be the target of Go Vintage? Total Number 38781*85%=32964 Monthly Budget Age Gender 58% 42%
Buyer Behavior What are the main factors affects buyers’ decisions?
Implementation Month Events
Q & A • How to enhance the quality of donations? -We have a reward plan for the one who donates thick coatsto us. • How many people are donating in ULaval? -According to the result from our survey, among the 86% interviewees who said they donate 75% of them donate once a year 15% of them donate twice or three times a year 10% of them donate more than three times a year
Q & A • How do we deal with the clothes that cannot be reused?
2 Mix Marketing Product, Price, Place & Promotion
What is the core product, the major perceived benefit ? PRODUCT • Selling customised clothes • Upgrade, Reuse and recycle old clothes • The desired behaviour ? • Changing the mindset of people about old clothes • Vintage survey results • Other Products (cleaning companies)
VINTAGE STYLE Hiring Eco Designer Vintage Signification
PRICE • The range of Price • Average Price • Offering some articles at a Symbolic prices • Specific price for cleaning companies
Where & When ? PLACE • On the campus: DESJARDINS Building • Store & Workshop • 5 Days / week
Back Store • Back Office • Workshop • Shelves Space • Counter The Shop’s Disposition
PLACE • Recuperation Points: • All buildings on the campus • Quebec Malls (Ste Foy, la capitale • Supermarkets (Metro, Maxi…)
PROMOTION The Logo The Verb “Go”is used for inciting people The sign refers to recycling The “T” is replaced by an old style Shirt Green, Uniqueness & Fashion Our Slogan
PROMOTION Channels • Social Networks • Facebook • CHYZ Radio • University LAVAL Students • Web Site • Flyers / TV Display • Buildings of the campus • Fashion Shows
Nouvelles transitions Que pensez-vous des transitions que vous venez de voir ? Elles sont également nouvelles.
3 Consultez vos diapositives où que vous soyez !
Porter Value Chain Template Firm infrastructure: General management, Finance, Accounting Competitive Advantage Human resources: recruitment, voluntary work and community participation Support Processes Technology Development: Continuous improvement in sewing and design Procurement of Resources: improvement of resources by increasing the number of the collection points and by improving the quality of our resources • Inbound Logistics • Collection • Classification • Inventory control Fabrication • Outbound Logistics • Warehousing • Order fulfilment • Distribution • Marketing and Sales • Partnership • Advertising • Promotion • Service • Customer support Primary Business Processes
Collection 1500$ Go Vintage collection Point
Classification 200$ 320$ 1300$ BRANDT ETE6336F 800$ AURA BF86 Hoover DST 10146 PVG
Production 450$ 3264$ BROTHER NV1500 Rauschenberger395 5200$ 200$ BROTHER NV1500 Sewing kit
Shop $FREE$ $FREE$ Old industrial stuff
Office 200$ 75$ 350$*2 Desk LK 203 Fournitures HP computer 200$ 20$ MyGrandmother phone HP Printer
Community workshop 100$ 100$ 100$ JanomeSew Mini Table IKEA KILORUF +chairs Coffee machine Bialetti 60$ Sewing kit
Employees • The four founders with polyvalent role (and no wages during the first five months, then 10$/h & 20h/week until 2012) • Two employees: • An eco-designer (35h a week, 15$/h) • A dressmaker (35h a week, 12$/h)
A local with the utilities 560$/month
Otherneeds 100$/month 6$/month Production needs Official website
With a average price of 20$, we need to sell 2216 units (24 units/day) to be profitable
If we sell all our clothes in 2011 (6720 clothes, 73/day), we will realize more than 200% of benefits.
Perspectives: Our workshop produces 8 pieces/hour (13340/year). In our plan, between September and December 2011, according to the results of the survey, it is easy to reach more than 2500 sold units. With the stock of 2011, we will have produced at the end of 2012 more or less 17660 units. We suppose that 7000 of them could be sold. We deeply think that before the end of 2012, we should find new market to sell our production.
Thanks for your attention ! Quel message voulez-vous diffuser ? To Be Continued…