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FINAL FINAL FINAL FINAL DRAFT HERE!!!!!!! //** So guys its Tuesday March 30th and 1:40 am its official we have mastered our project! I had a great time with you all and learned alot. this was fun and i am soo proud of our work :) **// //** we really put a lot of time into the report. I cant believe jaime and I just took two hours to nit pick at everything :) should all be worth it (i know i need the marks lol) _cheers my lovelies hope to work with you guys again soon! - Toni bejinhos! **//

HIS SECTION WILL BE THE FINAL STRETCH GUYS :) please follow instrictions 1) post edited word document 2) put your name, time and date 3) when you download the doc and make any changes repost new document and add name time and date thank you!

JAMIE IS EDITING Edited by: Danielle Surliuga - whoever edits the whole document next, please add this part to it! (PLEASE READ IT TOO - IT IS MISSING A BIBLIOGRAPHY!!!!)



Last edited by: Danielle Surliuga @ 6:53 (__Still missing__: Implementation: 3Ms, price objectives and hows - __EDITED FOR:__ typos, coherence and content - __FIX:__ BIBLIOGRAPHY! (some of it was missing and I don't know how to make the pretty little numbers thing - i highlighted the parts that need to be fixed)

last edited by: Antonia De Avila @ 1:50 pm ( what needs fixed: implementation: 3MS, price objectives and the hows, PLUS EVERYONE SHOULD READ THE ARTICLE ONCEOVER, THERE SHOULD BE A POST BY EVERYONE WITH A NOTE STATING PROOF READ + TIME) ....thanks guys for being a great group. i think we have a killer report here. cheers!!!

Jessie: OUR COMMERCIAL :DDDDDD http://www.youtube.com/watch?v=DvhtyamL3Bs alrighty, i just finished my part, it's 6am so i'mma try to get some sleep...but first: PLEASE PLEASE PLEASE READ AND REVISE, i know it's extremely long, but you guys might find some small errors that i didn't see myself.....and i've read this too much now to be able to see anything but a blur...and i'm sleepy too...

Jessie: Okay, given Dev Basu's lecture, I think we should change a bit of our strategic implementation. Dev mentioned that SEO is about demand harvesting media - if people are already looking for what you offer, SEO works really well. however, if your product is something innovative and unique, social media is better than SEO. Thus, in this case, we should be using SEO to reach our target market and expand our general reach as well. we want to be the first results for people that search things like "canadian fashion". let's actually use Google's keyword tool to be able to discuss how SEO would really help ukamaku! Jamie, would you be able to do that part and i'll try adding to it later?

Note from Dani (March 20th) - updated my parts! I'll still try to add some more resercg! - **Some notes from our group meeting today**

this is what Richardson wants to see in our report: 1) Executive Summary - The Firm (Dany's summary)  2) Introduction - Products/Services: Marketing Orientation = the 4Rs that will be discussed in Jamie's Market Segmentation part: customer retention (satisfaction, advantages of buying with ukamaku), referrals (WOM, brand ambassadors, communities), relationship (CRM, focus on CANADIANS first then globalize), and recovery (contingency planning, Ukamaku is always reliable and responsible for any damage or loss to the product and returns/refunds, etc). - Problems: their target audience, visibility - Opportunities (SWOT - Dany's part going in depth): they can expand, become international 3) The Industry - Target Market: 2 types of customers (the designers and the end-consumers) we need to find the specific segment of the population (this is one of ukamaku's problems) because they are too open  - The Six Environments (Jessie's part, every environment will analyze HOW it affects the 4Ps)  4) Current Situation - The 4 Ps - The 3Ms (smart part in our marketing plan) 5) The Marketing Plan --> Our marketing plan so far: Attract consumers with kits/free giveaways => create profiles, use CRM => use online communities strategies inhouse (wishlist, create lookbooks, recommend looks, integrate their ukamaku profiles with FB/Twitter)

Our commercial: 5 scenes 1) girl picking something up in store 2) girl disappointed to see another customer in line with the same thing 3) shot of girl surfing in UKAMAKU website 4) girl (happy) takes piece of clothing out of a box 5) lettering in black background: CANADIAN COUTURE

Company briefing: **UPDATE** - if you want more information, check out the left hand side link to "current situation"

Website:[| http://ukamaku.com]

About them:

Ukamaku is an online retail portal for Canadian high-fashion designers. They just started and are growing steadily. Their future plan is to start shipping internationally soon and featuring more canadian designers. However, they need to increase their customer basis and to do so, they need a solid marketing plan.

Ideas for our plan: As part of our plan we can set a date fro them to start international shipping based on a specific number of customers they should get in order to so so. We can determine also a set income they should make too.

Those are just ideas. I have some more information, but I'd rather no disclose it via wiki (e-mail maybe?).

- Dany

Hello Group - please see below your sections and delieverables

=Situational Analysis: Macro Environment (Jessie)= Demographics The Economy Technology Social/Cultural Environmental Political/Legal International

= (Toni)= The Industry Industry Trends Supplier & Channel of Distribution Overview of Competition Detailed Analysis of Major Competitors

= **(Jamie)** = Market Market Demand Market Trends Market Segmentation Customer Profile (talk about community here – who creates brand ambassadors = (Danni) - view side bar!= Current Situation Current Target Market & Positioning Product/Services Price Place Promotion (*different forms advertising, mass selling etc) Operation Financial Situation S.W.O.T & Issues New Objectives
 * Situational Analysis: Market**

= ( Roxanne)= Revised Objectives Target Market & Position Product Place Price Promotion =GROUP= Profit & Loss Statement Executive Details Product Place Price Promotion Monitoring Systems

(*in class suggestion: Create new plan with publicity either by design or coincidence)

-Toni