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Belgium has the 6th highest per capita income in the world. In 2002, Belgium had a per capita rate of approximately $22,941. As a result, Belgians enjoy a high level of disposable Income and have the financial means to consider life style, the strongest growth sector In the Belgian expenditure. Future consumption market should still continue to Increase. The financial projection for year 1 Is a net margin of 2,825,000. 00 EURO. The management and sales force team members have a strong background in the fashion industry.
The General Manager was former the former business development manager for Shockley, the Director of Sales and Marketing was formerly chief sales anger for Nikkei Belgium. Objectives Mission: To lead the market of quality shoes/fashion Industry In Belgium with an alma of achievement In both brand names and profit. Target: In the first falls year Tit reach the medium selling price at an average of 225. 00 Euro for ladies, and 265. 00 Euro for Gentlemen respectively Tit reach the total sales of 8,675,000. 00 Euro as the turnover Tit reach a 75. 0 Euro of net margin for Ladles, and 85. 00 Euro for Gentlemen respectively Tit occupy a 30% of the market share In the second fiscal year Tit reach a 20% increasing of the sales Tit reach a 20% of the net margin Tit occupy a 35% of the market share Value The product is definitely out to address the needs of the high-end consumer, who is willing to pay more for quality. In the particular market, the Lightproof provides consumer, who cares about design and quality of life style, a combination of highest quality product and excellence of design, at a relatively high price.
Measure of Success The minimum price of sale will be at 225. 00 Euro for Ladies and 265 Euro for Gentlemen. The turnover for the first year will be 15,000 pairs of lady shoes and 20,000 pairs of man shoes with a net margin for 75 Euro per pair of ladies and 85 Euro per pair of gentlemen. Methodology Our sales strategy is based mainly on making the right information available to the right target customers. We can’t afford to sell people on our expensive product, because most do not have budget.
What we really do is to make sure that those who have budget and appreciate the product know that it exits, and know where to find it. The marketing has to convey the sense of quality and fashion in every picture, every promotion, and every publication. We can’t afford to appear in second-rate catalog with poor illustrations that make the product look less than it is. Promotion Strategy The product will be promoted heavily at the 2003 Fall fashion Show in October, to begin to build brand awareness in the overall fashion market.
A special open invitation session and cocktail reception will be held at the end of day of the fashion show to introduce and demonstrate the product, focusing on its design and value. Special limited pricing discounts for those on the mailing list who also attend the special demo session. Printing advertising campaign will begin in November with prominent placement in the show program. This campaign will be continuing through May 2004. Email and web campaign will begin in November, a link to the Lightproof website will be included.