Team O2
Today’s Agenda Company background
Methodology
Current STP
PESTEL Analysis
SWOT Analysis
Ansoff Matrix
Marketing objectives
Timeline
Forecasted budget
Forecasted P&L
References
Team O2
Team O2
Sulekha Galagamage Jinali Manchanayake Shihan Perera
Team Leader Member Member
Chanka Palliyaguru Ryan Martil Hiruni Prabhavi
Member Member Member
Chanika Ranasinghe Chinthana Mallikarachchi Malaka Randula
Member Member Member
Sudarshan Kanishka Koralage
Member Member
Team O2
Company Background
Amanté made its debut in Sri Lanka in October 2012, being the first 100% homegrown intimate wear brand to do so. Inspired from world top class designs
manufacturing and distribution processes along with wide range of fittings.
Amanté, is a proud brand launched from MAS, south Asia's largest intimate exporter with 25yrs of excellence in manufacturing experience. Amanté embodies
over two decades of manufacturing excellence held by MAS and exposure to the most niche markets in intimate wear, which results in the highest quality
intimate wear.
The amanté brand is targeted specifically for the market, South Asian women - well customized with perfect fitting for various body structures and expectations
based on different needs.
MAS introduced amanté in to the south Asian market to full fill the unmet need of women for an elegant, fashionable and comfortable lingerie.
Amanté is for the modern woman who is confident, wants to look good and feel good about themselves. It is a luxury that all women expect and deserve.
amanté products are available at Cotton Collection in Dharmapala Mawatha, Beverly Street in Colpetty, Glitz store in Hyde Park Corner, Cool Planet in Pelawatta
and the anything.lk website and outlet.
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Organization Culture
The organization culture of Amanté is driven by innovation which is a derived from its parent company MAS, with 25 years of excellence in the textile field and
which runs to under the concept that “Change is Courage”.
Amanté being the first lingerie brand which strived to reach the International market is comprised of a team with a blend of daring and visionary thinking. The
knowledge and expertise of this team is combined through global design studios, experienced designers, latest international trends and technologies, and
assimilated supply chain to offer consumers primeval quality, first-class lingerie..
In the year 2010, Amanté was voted as the “Product of the Year” after an independent survey carried out by
AC Nielson in India. This proves how Amanté managed to excel their brand as intimidating through their culture
and expertise in a country which has cultural reticence towards lingerie. This achievement was within a short
span of 03 years from their date of launch in India which is on October 2007.
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Company Background Continue…
Vision Mission
To Inspire, Innovate, Create Value and Respect Inspire Innovation and Sustainability
Humanity
Build Talent and Strategic Relationships
Achieve Excellence and Ambitious Profitable
Growth
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SWOT Analysis
S W O T
Strengths Weaknesses Opportunities Threats
Part of the south Asia’s largest supplier Not enough communication and Change in life styles Increasing the number of brands
of niche market intimate wear awareness campaigns for online sales
Growing trend in online purchasing
Brand origin from Sri Lanka No well trained staff Customers moving out from offline
Growth of life style seeking stoppings
Strong distribution channel consumers
Talent hunts within competitors
Persistent Quality Rise in cooperate women
25 years of brand excellence Increase in environmental concerns
(Environmental pollution / Attention
Wide range of products based on, various in recycling methods)
designs, materials, events and themes
Strong sale records through digital phases
Brand differentiation (Unique logo & symbol)
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PESTLE Analysis
Political Factor
P E S TAX benefits given by BOI
Political Instability in the other operating and selling
countries.
Government Policies regarding International Trade.
T L E
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PESTLE Analysis
Economical Factor
P E S Economic crisis in Sri Lanka. (Low household spending
on premium lifestyles).
Exchange rates effecting revenues
Rupee fluctuation versus the US dollar making
T E
uncertainness in measuring merchandises
L Bank involvement rates diminishing for new investings
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PESTLE Analysis
Social Factor
P E S Rise in cooperate women. (Rise in age 20-40 female
3million)
T L E
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PESTLE Analysis
Technological Factor
P E S Fast and up to date technology
E marketing
T L E
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PESTLE Analysis
Legal Factor
P E S Maximum working hours and wage range
Other rules and regulations relating labors. (Child
labor prohibited)
T L E
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PESTLE Analysis
Environmental Factor
P E S Waste management laws
Sustainability policies of government
Carbon foot print rules
T L E Increased environmental concerns
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Upcycling the oceans - Seaqual
We turn plastic into polyester yarn to make fabrics
Turn
Weaving Phase
Clean At the weaving phase, the polyester of marine
We help clean rubbish from the origin is mixed with other ecological, natural,
oceans with the aid of fishermen recycled or recovered fibres
Applying
Select
We select plastic from the Mediterranean to We apply ecological dyes and finishes based on
obtain PET (polyethyleneterephthalate) chips or saving water and energy, completing a vertical,
pellets eco-friendly process
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Ansoff Matrix
PRODUCT Achieving 5% of the total apparel revenue by stepping into the
European market (Approx.: $35 million)
Existing New
Current total apparel revenue is $700,000 million) Which we
are about to achieve
local market to be increased from 30% to 60%--- (Approx.: $15
million)
New
Market Penetration Product Development
MARKET
Repricing : Focused group is to extend the premium customer
base. Premium product comes with great price
Repacking : Recycling paper bags as the packing material to be
Existing
used for packaging
Market Development Diversification
Resizing : Introduction new plus sizes products to extend the
client base
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4 Ps
Core offer
Lingerie driving functional benefits
Product Price
Expected offer
Comfort , Fit , Shape and style , Durability , Design, Eco friendly
Augmented offer
Premium Lingerie, Fashion, Bridal collection, Active collection, Sleepwear
Promotion Place collection, Sports collection. Brand Services: Consultant on best fit and brand
emotional drivers of daring, fun, exciting, active and simplicity with
sophistication.
Potential offer
Fashion lingerie, Organic Lingerie, Amante loyalty cards, Fashion consultancy
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4 Ps
Bras
MIN – Rs. 1900 MAX – Rs. 2900
Product Price
Briefs
MIN – Rs. 650 MAX – Rs. 2750
Sleep ware
MIN – Rs. 3900 MAX – Rs. 4350
Promotion Place
Sports Bras
MIN – Rs. 1200 MAX – Rs. 1700
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4 Ps
Product Promotions
Amante Fashion Shows
Product Price Social Media
Amante Catalogues
Magazine and Newpapers
Amante Store front
Amante Super Model
Promotion Place Permission Marketing
Amante Mobile App
Special Events
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4 Ps
Local
1300 sales outlets, 22 exclusive boutiques
Product Price (ODEL, Kelly Felder, Avirate, Mondy, Dilly Carlo)
International
India – Chennai, Uttar Pradesh, Karnataka, Kolkata, Hyderabad, Rajastan
(100 stores including 10 exclusive show rooms)
Pakistan – Karachchi
Promotion Place (10+ stores)
Maldives - Male
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Target Brand Ambassadors
Jessica Alba Shailene Woodley
Actress Actress
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Target Market Segments
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Target Market Segments Continues …
Market segmentation attractiveness
Strength in serving
the segments
Targeted
Segmentation
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Methodology
Environmental Analysis Marketing Objectives Planning and
Strategy Forecasting
PESTLE Analysis Use of recycled ocean plastic to Have a focused one to one Timeline
produce the finished product discussion with company
representatives
SWOT Analysis Forecasted marketing budget
Brand Amanté as a premium Assessing the current trend of
Ansoff Matrix lingerie brand which helps the Forecasted P&L
carbon foot print free products
consumers to be a part of saving
the oceans from destruction by
plastics
Product will be initially as a CSR
project with the involvement of
Increase brand awareness
Eco friendly organization and Sri
resulting and increase of the
Lanka Navy
existing customer base
Increase company revenue by 10% and current market share of 30% to 60%.
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Positioning Map (Before)
High Price
Low Quality Hight Quality
Low Price
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Positioning Map (After)
High Price
Low Quality Hight Quality
Low Price
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Profit & Loss Statement
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Forecasted Budget
Marketing Overhead Technical Overhead
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Market Size of Amante
South East
Asia 23%
United
Kingdom
34%
Sri Lanka
43%
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Present Performance of the Market
Jockey 5%
45
40 Other 7%
35
Amante
30 38%
25
20
15
10
0
2016 2017 2018 2019 2020 Triump 50%
Annual/Target Market Share Competitor Market Share
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Global Market Span
India
United Kingdom
Pakistan
Sri Lanka
Maldives
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The attractiveness of our Product
The attractiveness of our product is that it is manufactured using synthetic fabric produced out of ocean waste.
Why ?
This products is a re-commercialization of ocean waste.
Customers who purchase this product contributes for the minimization of the ocean plastic foot print
The creation of Amanté lingerie out of Ocean waste is "Waste positive" since the amount of waste removed from the
oceans and used for the production of the same is greater than the amount of waste resulting from the production
process.
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Digital Marketing KPIs
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Business KPIs
Sales KPIs Marketing KPIs
Average 10% annual growth on operating income A high conversion rate related to any traffic source
Dominating the South-East Asian and UK market in lingerie Direct on own website
Focused on execution of fundamentals Referral traffic
Square footage growth Campaign traffic
International growth
Product diversification
Financial KPIs Social media KPIs
Market Share Capitalization Shown in more than 200 countries
Acquiring the destined corner at high end Clothing stores The company's active online marketing where in they have active
blogs catalogs to create awareness about their product lines.
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Marketing Objectives - 01
Objective Strategies
Expanding the sales of the existing products in the Improving the brand awareness among public through
local market communication medias
Introducing special promotions for the loyal
customers
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Marketing Objectives - 01
Product
Existing Amante Products
Price
Competitive
Promotion
Social Media/ Advertisements (Special Promotion through Corporates/ Gyms/ etc)
Loyal customers – buy three get one free, special promo packs, etc
Place
Leading shopping malls, premium fashion retail stores in Sri Lanka
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Marketing Objectives - 02
Objective Strategies
waste-to-wearable sustainable concept: a Making the public aware of the new products through
revolutionary performance fabric that promises to communication medias and CSR projects
be a two-fold solution; first as part of MAS’
progressive innovation mandate, and next as part of
a high-impact eco-friendly sustainability initiative Offering special gift vouchers for the participants of
CSR projects
Introducing new ocean plastic fabric based lingerie Introducing special promotions targeting high end
products to high end local market premium customers and premium social events
Offering sponsorships for premium ladies’ events
such as get-togethers, dinner dances
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Marketing Objectives - 02
Product
New ocean plastic fabric based products
Price
Comparatively high prices
Promotion
Social Media/ Advertisements (Special Promotion through Corporates/ Gyms/ etc)
Organizing special CSR projects (where public can join)to clean polluted beaches with collaboration of high end social clubs
Place
Leading shopping malls, premium fashion retail stores, branded shops in Sri Lanka
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Marketing Objectives - 03
Objective Strategies
Introducing new ocean plastic fabric based Amante Take part in international fashion shows
lingerie products to the international market [First
ever ocean plastic fabric based lingerie brand to the
international market] Using digital platforms to make the product
awareness
Target country: UK [why specifically?] – less number
of competitors Sponsorships for international sports festivals
[ocean plastic fabric sports lingerie wear]
Threat of entrant is low, Second largest apparel
market, easy to differentiate the product Make the products available at international
premium clothing shops
Brands in US: Victoria’s secret, Adore Me,
Intimissimi, wonderbra, Aerie etc.
Brands in UK: PrettyLittleThing, Boux Avenue,
Lounge Lingerie, Agent Provocateur etc.
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Marketing Objectives - 03
Product
Ocean plastic fabric based products
Price
Comparatively high prices
Promotion
Social Media/ Advertisements, Using existing Digital marketing platforms to reach target segments based on gender, location and age.
Eg : Shopify, Wix, Ebay
Place
Environmental concern nations including Europe, Asian countries
Eg : Japan, United Kingdom
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Q&A
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