MARKETING PLAN FOR UUUSHOOOP!!!

Company name: UUUSHOOOP!!! Business nature: UUUSHOOOP!!! Is a local fashion brand in Hong Kong offering quality ladies fashion since 1997. Simplicity, naturalness, comfortable, and uniqueness are all the essence of the brand. For each season, designers would come up with an innovative story as the theme, such innovation then inspire them in developing different collections. Dedicated to offer consumers with excellence shopping experience, designers carefully select and combine all 5 senses sight, hearing, touch, smell and taste elements in delivering the seasonal theme. The brand provides a variety of outfits from head to toe, including ladies wear, footwear, accessories and handbags that enhance personal style. TWO Major product lines: UUUSHOOOP!!! IIG-LOO Target customer segments: Young females who are not timepleasers in fashion; who are looking for something comfortable, natural and unique; who wear regardless the current trend. Brand/Corporate/Organisational image: Natural, Nordic, Unique, Narrative (Story-telling), Fairy-tale, Playful, Joyful

Competitive scenarios: Our Strengths: Designers are innovative; product designs are incredible From raw materials, packages, to the interior designer and store music, all 5 senses elements are perfectly combined to give customers a superb shopping ecperience Customers are highly loyal Both brand image and brand products are unique and rare in Hong Kong market Very limited direct competitors; the most threatening might be the Japanese fashion brand- mercibeaucoup, Product price is relatively reasonable when comparing with its major competitors Our Weaknesses: Current market size is not big enough Brand awareness is weak; many consumers have never heard of the brand name Lack of promotion; most promotion materials are only directed to VIP members Product price is slightly higher than other leading fashion brands, like b+ab Marketing objective(s): Communications objectives of the campaign: To build brand awareness in HK market To build a distinct image: natural, unique, narrative, comfortable To expand the market size, making more people accept the brands unique dressing style To induce actions The advertisements should: To build a distinct image as usual To announce the coming new collection To impress the viewers of the brand as well as its brand image To induce actions To list shop location Selling points: product designs are impressive, rare and with its own style products are in good quality unique but fine design details price is relatively reasonable

Advertisement message: The name of the new collection (without slogan but may be a tagline) (to be adjusted) Possible ways to convey the advertisement message: Informational Informing viewers of the up-coming collection Emotional Joyful, playful, yet natural and comfortable as usual Colourful Using pastel tone colour as usual Dynamic Present the new collection dynamically

Action plan and schedule: Date of Completion 1 March 11 March 20 March Action (Things to do) Market research Rapid prototyping/Heuristic testing Interviews with people about their perception towards the brand and its new collection 28 March Product information and image design ready 17 April Print advertisement draft 17 April MTR crown advertisement draft 19 April Press kit draft 21 April Drafts editing 24 April Printing 27 April Disseminated to the designated points of delivery Expected results and measurement aspects: Increase in brand recall rate by 70% through survey Increase sales by 30% comparing to previous collections Build loyalty by 30% within a year by measuring the increase in VIP number

Name: Law Yi Lam Student ID: 5198 5238