Marketing Management & Implementation MKTG1100

SUPREBy

Yu-Cheng CHUANG S3220859Rongruang BHASAYAWAN S3231812Chanon SAMBANDARAKSA S3218537

Considered byMichael Schwartz and Fiona Hare

ContentsCompany BackgroundSWOT AnalysisTarget MarketCompetitionCurrent PostioningMarketing MixFuture DirectionSummary

Company Background●Supré is a teens/women's fashion clothing store in Australia and New Zealand. Established in 1984 .● It is family-owned and operated by Hans and Helen van der Meulen, and their three daughters. ●The store takes its name from the Esperanto word for "above" (Beyond/on top).● Supré stores are known for their use of loud dance music, at times, even had professional DJs instore. ● In July 2007 Supre opened in the Bourke Street mall, Melbourne and is different from most other Supre stores due to its very dark interior, much like a night club.●distributions

49 stores in NSW 04 stores in ACT 31 stores in VIC29 stores in QLD 02 stores in NT 09 stores in WA08 stores in SA 04 stores in TA 23 stores in NZTotal : 159 stores

Bourke Store

Other store

Strength:

Lower priceTrendyIn-house designersUnique interior Store Designing

Weakness:

Lower Brand item equity

Lower Quality

Threat:

Cheap imports from China

Direct factory outlets

Opportunity:

Resilient woman’s marketAvailable shops/Online shopping

SWOT Analysis

Target Market

Demographic

Age 17 – 27Gender FemaleEducational Background High School – University Income Low – MediumMarital Status SingleNational Background Australian, NZ and Asian

PsychographicGeneration Y: major concern about appearance and pleasure.

Local International (Asian)

Teenagers Overseas studentsFinancial dependence Limited budget Social able University students

New professionals Tourists(1-2 years of working experience)Enjoy high level of disposable income Exchange rates = purchasing powersHectic social life Australian brands as souvenirs

Competition

Retail chains – Sports girls, Dotti, Cotton On etc.

Department stores - Myer, Target etc.

Chinese fashion stores - Imagination, 7 Angles etc.

Factory outlets - DFO

Current Positioning

FashionTraditional

Low-Price

Hi-Price

Supre

Just Jeans

Cotton On

Sportsgirl

Fat

Myer

Market MixProduct 1 , 2PricePlacePromotion

Fashion garments and accessories

Tops Dress-Knitwear -Party-Plain Fashion Tops -Knit Dresses-Printed Basic Tops -Day Dresses-Plain Basic Tops Corporate-Coasts and Jackets -JacketsBottoms -Skirts-Pants Accessories-Denim Bottoms -Belts-Shorts -Head Accessories-Skirts Gift Vouchers-Printed Bottoms -$10, $25, $50 and $100

Marketing Mix

Size

3xS Bust 070cm 27“ Waist 052cm 20“ Hips 080cm 31“2xS Bust 075cm 29“ Waist 057cm 22“ Hips 085cm 33“1xS Bust 080cm 31“ Waist 062cm 24“ Hips 090cm 35“Small Bust 085cm 33“ Waist 067cm 26“ Hips 095cm 37“Medium Bust 090cm 35“ Waist 072cm 28“ Hips 100cm 37“Large Bust 095cm 37“ Waist 077cm 30“ Hips 105cm 41“XL Bust 100cm 39“ Waist 082cm 32“ Hips 110cm 43“

Product 1 , 2PricePlacePromotion

Marketing MixProductPricePlacePromotionEvery products of Supre are not expensive, the average retail price is approx AU$25. Range of its price is between AU$10 and AU$85, and some occasion such as Easter or Christmas season they will group many products together and sell them in very low price as a special promotion.

Marketing MixProductPricePlacePromotion

Shop on Burke street , this store is one of the flagship stores (another is Gowings departmentstore / Sydney). The theme of the store is dark as Pub and Night Club, and also play loud dance or mixed songs.

Marketing MixProductPricePlacePromotion

Promotions-Ads on The Medias-PR use IMC -Activities make impact-Sales person is teenager

Future Direction

Keeping “Supre” as a “Fashion Trend Setter” for teenagers and early working female – they hire in-house fashion designers.

Creating “Brand Loyalty and Brand Culture” - according to promoting and putting their activities on the internet and encourage their customers to join the activities. It seems to be successful for expanding their groups of customers on the internet by using social media such as facebook.com and myspace.com. Not only in-house activities but Supre also organised out-stored events/activities such as Dance party and Live/Concert etc. It is clear that Supre is trying to build the brand loyalty ,and creates brand awareness to people who never buy Supre products and also maintain the groups of old customers.

“On-Line Shopping” - Considering to many special offers for purchasing products via online, it could state that Supre emphasizes the online market

Summary

Supre is a fashion leading retailer in Australia, they sell the products with low price but high fashion design. Supre is focusing on the market extension on internet users by using the Social Media channel and also drive the target by organising the events to support sales, another interesting aspect is hiring the in-house designers to create and control its designing concept to make Supre to be a trend-setter easily. It is clear that Supre is using “The 360degree Marketing” to built “Brand Loyalty”.

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