A marketing plan to launch the new bespoke collection by Heel the World, to increase sales and brand awareness
Date
2017-04
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Abstract
Founded by Fred Deegbe in 2011, Heel the World is a privately-owned company
which provides bespoke and ready to wear luxury shoes and accessories for its cherished
clients. The company also prides itself in inspiring other entrepreneurial start-ups to
grow and go for their dreams.
To determine the gap between Heel the World’s current position and its desired
position, an in-depth interview was conducted to discover the root cause of the gap. Also,
internet research helped provide more information about the company’s position and
competition. From the interview and internet research, the company realized a need to
increase its brand awareness and sales through the launch of a new bespoke collection.
The company seeks to enter and make a name for itself in the European market
specifically, the United Kingdom and/or Paris. They therefore require a marketing plan to
help spur brand awareness and sales of the new collection.
The plan encompasses an analysis of Heel the World’s internal and external
environment, an overview of the company’s needs as well as a brief of its goals and
objectives. The marketing tactics to be implemented were then based on the internal and
external factors in addition to reviewed literature. Using the experiential framework
model as the primary model for creating a solution along with the key success factors to
launch a luxury brand provided by the literature, a marketing plan was created.
The plan if strategically implemented, seeks to increase brand awareness in Africa
and Europe by 10% among its target market every quarter in 2017 and 2018. The launch
also hopes to realize an increase in the product prices and sales by 60% and 50%
respectively.
Description
Applied project submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017.
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Applied project
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Keywords
Heel the World, luxury shoes, Ghana