Men's Wear: Cruzzo

CRUZZO

Inspiration for Modern Men

Agenda

• Sophanarith Chun - Company Profile• Gamze Sevinc - Situation Analysis I• Zeynep Cancelik - Situation Analysis II• Ilse Ungeheuer - Marketing Recommendations• Juliana Siqueira - New Product/Service

Company Profile

Sophanarith Chun

About CRUZZO…

• Men’s Wear – Design– Manufacturing and– Distributing Company

• Established by a former Turkish tailor Y.Sevinc in Izmir, 1980

CRUZZO

Company Introduction

Situation Analysis

Market Segmen-tation

Marketing Recommen-dations

New Product / Service


Situation Analysis

Market Segmentation



About CRUZZO

• 300 sales points overall• Turkey: Retail shops in 71 cities• Export to:

– Greece: 95 shops– Iran: 3 shops– Russia– Small companies in: Bulgaria,

Holland and Jordan

CRUZZO


Situation Analysis





Situation Analysis

Market Segmentation



About CRUZZOCRUZZO


Situation Analysis




GREECE

Berto Lucci 35 shops chain stores

Portobello 5 shops chain stores

Glue 55 shops chain stores

TOTAL: 95 shops chain stores

IRAN

Alpama 3 shops chain stores and wholesalers

TURKEY

Poloross 10 shops chain stores

CRUZZO


Situation Analysis

Market Segmentation



Analysis

CRUZZO’S VISION

• To establish an – internationally recognized, – indispensible and permanent

manufacturing brand known for – the quality, – service and – customer satisfaction.

CRUZZO


Situation Analysis




http://www.stthomas.edu/campusministry/service/vision/website%20photos/vision2.jpg

CRUZZO


Situation Analysis

Market Segmentation



Analysis

The Brand Name

• Inspiration: Italy

• Italy: Center of the suit fashion

• Attractive & recognizable in international market

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis

Market Segmentation



Analysis

The Products

1. Classical Suits2. Semi-sport Suits 3. Special Groom Wear4. Blazer Jackets5. Over Coats

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis

Market Segmentation



Analysis

The Products

Classical Suits

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis

Market Segmentation



Analysis

The Products

Semi-sport Suits

CRUZZO


Situation Analysis




CRUZZOThe Products

Over Coats

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis

Market Segmentation



Analysis

The Products

Special Groom Wear

CRUZZO


Situation Analysis





Situation Analysis

Market Segmentation



Analysis

Employees• 200 permanent workers• More temporary employees/ factory

workers

Production Amount• 10.000 pieces per month – high quality

Convenience• Easy to reach, 300 sales points!

CRUZZO


Situation Analysis




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Situation Analysis

Market Segmentation



Analysis

Extra services

• Can choose the fabric & style

• Size can be measured

• Shipment discounts

CRUZZO


Situation Analysis




CRUZZOOffered Sizes

• 46 – 56 normal• 58, 60,62 extra large• 72-74 especial order -extraordinary• 4, 6, 7, 8 drop

CRUZZO


Situation Analysis




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Short & fat

4 drop 50

Short & skinny

6 drop - 46

Tall and fat8 drop - 62

Tall and skinny7 drop - 50

CRUZZO


Situation Analysis




Situation Analysis ITarget Market

Gamze Sevinc

The Target Market

• Business man

• Grooms & friends &family• Government workers• Professional entertainers• New graduates…

CRUZZO


Situation Analysis




Corporate, business owners, white collar employees,

government officials, waiters, pilots/airline hosts…

http://images.google.com/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/thumb/d/d5/Archery_Target_80cm.svg/600px-Archery_Target_80cm.svg.png&imgrefurl=http://commons.wikimedia.org/wiki/File:Archery_Target_80cm.svg&usg=__Gqi7GnWHrev5zdtxxJQmCf2wyqI=&h=600&w=600&sz=100&hl=en&start=2&um=1&tbnid=FltnFjfh5Fmj9M:&tbnh=135&tbnw=135&prev=/images?q=target&hl=en&sa=N&um=1

Demographics

• Age: Over 16• Gender: Male• Social class: Middle and Upper class• Employment status: White collar• Income: Average and high income (Can afford 120TL = 72$ 175TL=105$)

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis




Motivations

• Special occasions – wedding, career, interview for jobs,

special celebrations…

• Lifestyle continuity (business man) – replace the old ones

• Fashion & image improvement & PR– Make better first impressions

Feelings

• To be attractive/impressive

• Women are attracted • Even to look sexy

• To be respected

CRUZZO


Situation Analysis




Geodemographics

Where are the customers located? – Turkey, – Greece, – Switzerland, – Russia and – France

CRUZZO


Situation Analysis




CRUZZO


Situation Analysis




Psychographics

• TR people who live in the large cities– have a similar culture to Europeans,– Exclusive clubs & designer shops selling the latest

fashions. (Istanbul)

• Fashion is similar– dress similarly as European or American people

concerning men's suit.

• Mostly: Muslim

Modernization in 1920sCRUZZO


Situation Analysis




Situation Analysis IITrends

Zeynep Cancelik

CRUZZO


Situation Analysis




What is trend?

CRUZZO


Situation Analysis




Customer Buying Trends

1. Summer2. Elections 3. Ramadan 4. New year- December 315. Textile fair

CRUZZO


Situation Analysis




Trends: Summer

• Weddings

Special Suites For The Grooms

CRUZZO


Situation Analysis




Trends: Summer• Engagement Parties

CRUZZO


Situation Analysis




Trends: Summer• Graduation Parties

CRUZZO


Situation Analysis




Trends: Summer• Concerts

CRUZZO


Situation Analysis




Trends: Summer• Openings

– New businesses: hotels, restaurants, buildings…

CRUZZO


Situation Analysis




Trends: Summer

• Galas

CRUZZO


Situation Analysis




Trends: Elections

CRUZZO


Situation Analysis




Trends: Ramadan

• Moon calendar – No specific time • Family dinners

CRUZZO


Situation Analysis




Trends: New Year Celebrations

CRUZZO


Situation Analysis




Trends: Summer

• Preparation for the “business year”

CRUZZO


Situation Analysis




Trends: Textile Fair

CRUZZO


Situation Analysis




Culture / Ethnicity Reflections

• Italia – Center of the fashion/man suits– Mafia subculture

• Belgium – Sells are up/ personal success

• Russia– Cold climate: Over coat is very popular

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Marketing Recommendations

Ilse Ungeheuer

CRUZZO


Situation Analysis




Marketing Plan

CRUZZO


Situation Analysis




Marketing Plan

• 3 year marketing plan with long term goals and constant evaluation of the success

CRUZZO


Situation Analysis




Marketing Plan

• Integrated Marketing Communications (IMC) Slogan: “Inspiration for Modern Men”

CRUZZO


Situation Analysis




Marketing Plan

• Customer-focused and market driven strategies

CRUZZO


Situation Analysis




Marketing Plan

• National and international campaigns

CRUZZO


Situation Analysis




Marketing Plan

• Improving customer relationships / research

CRUZZO


Situation Analysis




Marketing Mix

CRUZZO


Situation Analysis




Promotion

• New slogan: “Inspiration for Modern Men”

CRUZZO


Situation Analysis




Promotion


• IMC Advertising Campaign

CRUZZO


Situation Analysis




Promotion



• Product Placement

CRUZZO


Situation Analysis




Promotion




• Sponsoring

CRUZZO


Situation Analysis




Promotion




• Sponsoring

• Prizes for the best college graduates

CRUZZO


Situation Analysis




IMC Advertising Campaign A modern face for the new campaign: Tarkan (a very popular singer in Turkey)

CRUZZO


Situation Analysis




Product Placement 007 -- James Bond will wear CRUZZO next time

CRUZZO


Situation Analysis




SponsoringOfficial suits for the Turkish National Soccer Team

CRUZZO


Situation Analysis




SponsoringPrizes (suits) for the best College Graduates atUniversities in Istanbul, Ankara, and Izmir


Juliana Siqueira

CRUZZO


Situation Analysis




Advertising

Putting the name Cruzzo on people’s mind

CRUZZO


Situation Analysis




Diversification• Ties Bow tie

• Long sleeves shirt

• Different color of shirt

• Costumer measure at the retail store – Partners

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http://images.google.com/imgres?imgurl=http://www.gwc.org.uk/Parents/Uniform/large_pics/boys_long_sleeve_shirt.jpg&imgrefurl=http://www.gwc.org.uk/Parents/Uniform/uniformpics.html&usg=__MDusBTesJDcVcKLfKwWMlU8Tl2c=&h=400&w=400&sz=10&hl=en&start=23&um=1&tbnid=k6hD7dMXTZ9PzM:&tbnh=124&tbnw=124&prev=/images?q=long+sleeves+shirt&ndsp=18&hl=en&rls=com.microsoft:*&sa=N&start=18&um=1

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CRUZZO


Situation Analysis




Marketing Research

• Survey– Loyal costumers to know them better– Retail stores to know what to do to sell better

CRUZZO


Situation Analysis




Women• Blazer for women for the other country where

they have retails

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www.cruzzo.com.trwww.cruzzo.com.tr/eng.html

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