Compared to lingerie brands for men and women such as Athéna, Triumph, Hom, Chantelle, Well, or Princesse Tam Tam, Lise Charmel is a real reference. In terms of fashion, the Lise Charmel product line fits the market perfectly, and emphasizes on the silhouette and the forms of the women, which is what make them so famous.
Today, this sector is not led so much by talent and beauty, as by marketing and communication. If a company creates good marketing campaigns and takes good decisions which help maintain low costs, it is bound to be successful. Of course the products must be in line with the prevalent fashion, but that is not a difficult target for Lise Charmel.
Based on their success, it would be interesting for them to enter one of the biggest markets of the world, the growing Chinese market. Brands like Princesse Tam Tam have already done it, and according to their figures, it seems to work. How a company can avoid 600 million potential customers? That would be nonsense.
A marketing plan would help encourage them to get into such a market, and that is what we will supply.
[...] Table of contents INTRODUCTION 4 Macro-environmental analysis 4 Political: 4 Economic: 5 Social: 5 Technological: 6 II) The Chinese underwear market: a competitive analysis 6 Competition in France 6 Competition in china 6 price versus competition 8 Porter's Five Forces 9 III) Target Market Analysis 10 Social status of women in China 10 Luxury demand in China 10 Chinese demand of underwear 11 Lise Charmel's target: high income females SWOT ANALYSIS 11 IV) Market Entry Strategies 12 Chosen strategy: commercial agent 12 The main advantages 13 The main disadvantages: 13 Marketing mix recommendations 13 Ansoff Matrix 14 Product: 14 Price: 14 Place: 15 Promotion: 15 Conclusion 16 References 17 Introduction COMPARED TO LINGERIE BRANDS FOR MEN AND WOMEN SUCH AS ATHÉNA, TRIUMPH, HOM, CHANTELLE, WELL, OR PRINCESSE TAM TAM, LISE CHARMEL IS A REAL REFERENCE. [...]
[...] Moreover, the average size for women in China is 30, whereas in Europe it is 32. Service: Employees will advise women and help them find their size. Package: Every customer will leave the shop with a nice “Lise Charmel PARIS” reusable bag. Product quality: To target the Chinese upper class, we have to offer high quality products to satisfy our customers, and to make them loyal. Every item will be labeled “made in France” in order to not be identified as a Chinese company. [...]
[...] According to CNCIC (China national commercial information centre) “knitted underwear accounts for of the total apparel retail sales of major department stores in Social There are over 600 million women in China but are less in 2002) than men, due to the one-child policy. China is now offering an “open society that allows women to achieve their full potential”. Several aspects will enhance women's consumption in the next few years, including the decreasing fertility to pursue career objectives and independence, and t he working culture of urban women will continue to work even if their husbands or families could support them). [...]
[...] Conclusion THE FUTURE ARRIVAL OF LISE CHARMEL IN CHINA IS A STRATEGIC CHOICE OF THE GROUP, WHICH IS MOTIVATED BY THE POTENTIAL OF THIS COUNTRY, THE MODERATED COSTS OF PRESENCE, AND THE WORKFORCE. CHINA IS EXPERIENCING A WESTERNIZING OF ITS CULTURE, WHICH GIVES LISE CHARMEL THE OPPORTUNITY TO DEVELOP IN THIS COUNTRY. THIS CHOICE OF THE GROUP WILL ALSO ALLOW IT TO FACE THE COMPETITION WHICH IS “ATTACKING” THE ORIENTAL MARKETS. However, Lise Charmel has not made its entry on the Chinese market yet. [...]
[...] In the next four years, China's demand for luxury goods will reach an annual compound growth rate of in 2008 it will have a 19% market share, and in surpassing Japan.”[4] Indeed, China has a huge potential as a luxury market. Unlike the former generations, the new urban population prefers to spend their money and is more attracted to foreign luxury goods. The young generation in China has developed a new trend- that of purchasing luxury goods. A survey of young Chinese urbanites shows that over believe that one should "enjoy life now," saying that they are willing to spend more on high quality goods”. [...]
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