Pj part 5 team2

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Suddenly Found Treasures --Tsz Lui Chu, Nicole A Summers, Allen NG, Logan Davis, Ting-Yun Chen, Jiayu Zhong

Transcript of Pj part 5 team2

Suddenly Found Treasures--Tsz Lui Chu, Nicole A Summers, Allen NG,

Logan Davis, Ting-Yun Chen, Jiayu Zhong

ContentsIntroduction/ background

Current social media

SWOT with platform

Target to needs of consumer

Application/ content strategy

KPI

Social media solution

Data collection

Management

MAP

Introduction/ Background● Partnership between mother-daughter duo Kris Molnar and Nicole

Summers● Started because of a love of thrifting and an overflowing house● Moved from a hobby to a business opportunity● Expand from just selling to other stores to an online presence

Mission StatementAs a consultant team, we aim to promote high quality vintage items

for today’s value conscious shoppers through providing vintage items without the vintage cost. We also will increase brand recognition among online users by utilizing more social media outlets to offer a unique way to acquire specialized collectibles and vintage clothing.

Goal: increase the brand’s recognition Objective one:

Increase the online visibility

We hope to gain at least 10% of searching volume by January 2017

Goal: increase the brand’s recognition Objective two:

To build online community for traffic

We hope to increase 20% for second visits, 18% for third visits and 18% for fourth visits by April 2017

Goal: increase the brand’s recognition Objective three:

To increase the social media participation

We hope to increase 15% of the revenue on August 2017

Current Social Media● EBay is its only platform that customers

● The EBay account utilized is KT-GOODS

● It now has 45 followers and 100% positive

feedback on EBay in the last 12 months.

SWOT AnalysisStrengths● Unique clothing line/vintage● Partnership means all retained profits● Few competitors/niche market● Family type business great company culture

Weaknesses● Lack of Social Media presence● No brand recognition● Does not have online purchase ability● Lack of products offered by clothing lines

Opportunities● presence on FB, Twitter and IG● online ordering/product viewing● Contracts with large clothing chains● Sweepstakes to win quality clothing items● Establish company-owned factory● International extensions

Threats● Having too many competitors● Consumer trends and desires can be fickle● Stronger brand names of competitors● Competitors with strong SCM

Target to needs of consumer● Manages to engage in online conversations with the

customers● Collect feedback about vintage clothing● Identify customer needs and to produce products and

services that best satisfy the needs of the potential clients

Target to needs of consumer● Instagram pictures and videos create different reactions

from the Instagram followers where customers can pinpoint

any dissatisfaction about the product as well.

Target to needs of consumer● Engages customers in co-creating the value of products by

using their suggestions submitted through the social

media platforms to know the key area that needs to be

improved

Application/ content strategy● target group is the people in 20s-30s who like vintage clothing

● provide both pictures and videos once a week

● professional fashion discussion

Key performance indicators (KPIs)● Relied on Customer Relationship Management

● Track operation progress

● Evaluate performance toward goals

KPIs Application● Keyword Opportunity KPI

○ gain at least 10% of searching volume● Returning Visit Metric

○ increase 25% of second visit, 20% of third visit, and 18% of more

● Sales Growth Indicator○ Perform 15% more of sales revenue

● Interaction Engagement○ 50% of followers are actively in comment or like

Social media solution

● Creation of Social Media Profiles○ Twitter, Instagram, Facebook and Linkedin

● Creation of picture/video advertisements○ Cross sharing across Social Media Platforms

● Posting items 3 times a day or more○ Allows for larger viewing audience○ Allows for different viewers throughout the day

All Advertising will be done through Social Media

No Advertising Budget

Data collection● Instagram

○ Free software - “Simply Measured”

Data collection● Facebook

○ Fan page - Pagemanager

Data collection● YouTube

○ YouTube Analytic

Management ● Partnership

○ Social Media focus by partners○ Shared duties

■ Posting■ Content Creation■ Sharing posts■ Responding to comments

● Focusing on return viewers/customers○ Raffles/Prizes/Giveaways○ Social Media Analytics

○ View competitors advertising practices

Map

Social media pictures