Marketing Management & Implementation MKTG1100

SUPRE
By
Yu-Cheng CHUANG S3220859
Rongruang BHASAYAWAN S3231812
Chanon SAMBANDARAKSA S3218537

Considered by
Michael Schwartz and Fiona Hare
Contents
Company Background
SWOT Analysis
Target Market
Competition
Current Postioning
Marketing Mix
Future Direction
Summary
ompany 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
VIC
29 stores in QLD 02 stores in NT 09 stores in WA
08 stores in SA 04 stores in TA 23 stores in NZ
Total : 159 stores
Bourke Store
Other store
 SWOT Analysis
Strength: Weakness:
Lower price Lower Brand item equity
Trendy
In-house designers Lower Quality
Unique interior Store Designing

Threat: Opportunity:
Cheap imports from China Resilient woman’s market
Direct factory outlets Available shops/
Online shopping
Target Market

Demographic
Age 17 – 27
Gender Female
Educational Background High School –
University
Income Low – Medium
Marital Status Single
National Background Australian, NZ and
Asian
Psychographic
Generation Y: major concern about appearance and
pleasure.

Local International (Asian)

Teenagers Overseas students

Financial 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 powers
Hectic 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

 Hi-Price
urrent Positioning

Fat
Traditional Myer Fashion

Sportsgirl
Just Jeans
Supre
Cotton On

Low-Price
Market Mix
Product 1 , 2
Price
Fashion garments and accessories
Place
Tops Dress
Promotion
-Knitwear -Party
-Plain Fashion Tops -Knit Dresses
-Printed Basic Tops -Day Dresses
-Plain Basic Tops Corporate
-Coasts and Jackets -Jackets
Bottoms -Skirts
-Pants Accessories
-Denim Bottoms -Belts
-Shorts -Head Accessories
-Skirts Gift Vouchers
-Printed Bottoms -$10, $25, $50 and $1
Marketing Mix
Product 1 , 2
Price
Place
Promotion

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“
MediumBust 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“
Marketing Mix
Product
Price
Place
Promotion
Every 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 Mix
Product
Price
Place
Promotion

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 Mix
Product
Price
Place
Promotion

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”.
THANK YOU