The strategy marketing of Banana Moon

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The strategy marketing of Banana Moon

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Abstract

Introduction: Located in the heart of Monaco, this company enjoys a good reputation in the market sector of high end bathing suits. Mc Company sells swimwear under the brand name, Banana Moon primarily to children and adolescents. But after experiencing successful seasons, they have decided to extend their ranges to include sportswear and clothing for skiing.
Banana Moon was founded in 1984 and that year it sold 700 swimsuits. In 1994, it passed the 400, 000 mark and today, sells over 1.1 million. The company spent 9 million euros in 1994 and spends 20 million today.

The company:
Introducing the brand -
In 1986, Daniel Flachaire, his wife Véronique and Bernard Donati met Naori Nat, a young designer who lived in the United States. It was this meeting that would eventually lead to the foundation of the Banana Moon brand.

The brand developed a decidedly Californian tone, each collection reflected the values that are important to this region of the United States. Here sports and health take precedence over the hectic, workaholic lives people in the big cities lead.

Nat Naori integrates all forms of energy and vitality into his designs, especially through the use of colors. The choice of fabric he uses ensures comfort in any of his outfits. Comfortable clothing is essential to play a sport well. The combination of these factors resulted in a brand that reflects happiness and youth. It made customers yearn for warm, sunny beaches. This led to the distinct style of the Banana Moon brand. Banana Moon also proposes to develop a range of coordinating products to suit the swimwear. These include dresses, shirts, little tops, accessories etc.

Tags:Banana Moon, swimwear, Advertising, marketing strategy

Introduction
Environmental and market analysis
1. Environment
2. Structure and evolution of the market
3. Customers and distributors
Analysis of the competition
1. Inter-segmental competition
2. Inter-product competition
Internal analysis of the company
1. Economic performances of the company
2. Production
3. Communication policy and brand image
4. Target
5. Price policy
6. Critical analysis of the marketing-mix
SWOT Analysis
Conclusion

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Extract

[...] This brand is caters more to the adolescent or teenage crowd. They do have a range for children, women (between the ages of 36 and 44) and men (between the ages of 38 and 48). The products that are manufactured for children are also manufactured for men with slight alterations to suit their more mature tastes. Outlets and branches: Banana Moon is the leading brand for swimwear in France, Belgium and Switzerland. It has a strong presence in these countries. [...]

[...] The export makes up 30% of its sales volume and the brand is aiming to raise this figure to 50%. There are several department store such as Galeries Lafayette and Printemps and other stores like Sports city, Sports 2000, Go sport, Inter sport and Twiner that are located around the world and sell Banana Moon along with several other brands(these are multi-brand stores). There are also parent stores that sell only Banana Moon products located in strategic places where there is a large influx of tourists or is an important trading area. [...]

[...] The brand also enjoys a position in the international press through ‘Fashion Daily News' and in surfing magazines such as ‘Surf Trip', ‘Surfing session', ‘Surf Europe' etc. The company also is also associated with the publications of great designers such as Jean Paul Gaultier, DKNY, Calvin Klein and so on. These help to raise its profile. o The Internet One can read everything about Banana Moon on www.bananamoon.com. This website can provide on with all the news of the brand, its new products, new collections, any sales or discounts etc. [...]

[...] But after experiencing successful seasons, they have decided to extend their ranges to include sportswear and clothing for skiing. Banana Moon was founded in 1984 and that year it sold 700 swimsuits. In 1994, it passed the mark and today, sells over 1.1 million. The company spent 9 million euros in 1994 and spends 20 million today. The company: Introducing the brand - In 1986, Daniel Flachaire, his wife Véronique and Bernard Donati met Naori Nat, a young designer who lived in the United States. [...]

[...] This is a very important mode of marketing for Banana Moon. o Sponsorship The company sponsors the Florence Votte, this is a jet-ski championship. The brand also occasionally sponsors some special occasions that highlight the brand o Events On July the brand won the Monaco Business Award, which shows how much it has risen since its establishment in 1984. Thanks to its efforts, the Mc Company is the world's leading supplier of swimwear. (See article attached) Conclusion Mc Company has all the services it needs. [...]

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