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Methodology
Current STP
PESTEL Analysis
SWOT Analysis
Ansoff Matrix
Marketing objectives
Timeline
Forecasted budget
Forecasted P&L
References
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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
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PESTLE Analysis
Political Factor
P E S TAX benefits given by BOI
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).
T E
uncertainness in measuring merchandises
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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
T L E
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PESTLE Analysis
Environmental Factor
P E S Waste management laws
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Upcycling the oceans - Seaqual
Turn
Weaving Phase
We help clean rubbish from the origin is mixed with other ecological, natural,
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,
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Ansoff Matrix
Existing New
Current total apparel revenue is $700,000 million) Which we
are about to achieve
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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 Catalogues
Special Events
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4 Ps
Local
1300 sales outlets, 22 exclusive boutiques
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
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Target Market Segments
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Target Market Segments Continues …
Targeted
Segmentation
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Methodology
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
Increase company revenue by 10% and current market share of 30% to 60%.
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Positioning Map (Before)
High Price
Low Price
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Positioning Map (After)
High Price
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%
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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 ?
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
Dominating the South-East Asian and UK market in lingerie Direct on own website
Product diversification
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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
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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
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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
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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.
Place
Environmental concern nations including Europe, Asian countries
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Q&A
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