Eva Danielle Promotion Plan

Running head: PROMOTION PLAN FOR EVA DANIELLE
Promotion Plan for Eva Danielle Abderazak Ouassou Amine Benatahar Ismail El Idrissi Echcharif Kacem Bennani Seddik Sosse Alaoui Texas A&M University - Commerce
PROMOTION PLAN FOR EVA DANIELLE Table of Contents

Company overview: ...................................................................................................................................... 3 Brand and Product .................................................................................................................................... 4 Analysis of the Moroccan external environment ......................................................................................... 7 Social and cultural factors: ........................................................................................................................ 7 Languages: ................................................................................................................................................ 8 Education: ................................................................................................................................................. 9 Legal factors: ............................................................................................................................................. 9 Economic factors:.................................................................................................................................... 11 Political factors:....................................................................................................................................... 13 Technological factors: ............................................................................................................................. 15 SWOT Analysis............................................................................................................................................. 17 Competitor analysis .................................................................................................................................... 18 Direct Competitors.................................................................................................................................. 18 Indirect Competitors ............................................................................................................................... 18 Potential Entrants ................................................................................................................................... 19 Bargaining Power of Buyers .................................................................................................................... 20 Competitive Strategy: Broad Differentiation .............................................................................................. 20 Growth strategies ....................................................................................................................................... 22 Market segmentation ................................................................................................................................. 25 Product Positioning ..................................................................................................................................... 26 Its Unique Fabrics.................................................................................................................................... 26 Its Unique Clothes ................................................................................................................................... 26 Its Unique Collections ............................................................................................................................. 27 Standardization VS Adaptation ................................................................................................................... 28 Entry Strategies ........................................................................................................................................... 28 Promotion Objectives ................................................................................................................................. 29 Target Markets ............................................................................................................................................ 30 Creative brief .............................................................................................................................................. 31 Media strategy ............................................................................................................................................ 33 Reporting .................................................................................................................................................... 74
PROMOTION PLAN FOR EVA DANIELLE
Promotion Plan for Eva Danielle in Morocco

Company overview: Eva Danielle Inc. is a high-end womens fashion line in which couture style meets casual wear. As a family owned and run business, the Eva Danielle staff positions include head designer and President Eva Danielle Wittels, mother and design consultant Jill D. Wittels, and brother and Chief Executive Officer, Harrison Wittels.
Founded in 2005, By Eva Danielle who is the president as well. Eva Danielle began lighting up the trade show circuit with her first collection. She has since opened up her own Flagship store in Miami, Floridas prestigious Bal Harbour alongside Gucci, Prada, Cartier, and other high-end establishments. Eva Danielles designs are also available both nationally and internationally in designer boutiques from New York City to Ireland. As a designer and an innovator, Eva Danielle has been compared to the likes of fashion icons Roberto Cavalli, Vivian Westwood and Betsy Johnson. In 2009, Eva Danielle expanded to accommodate growing demand the new online store has led to a large amount of media attention, an increase in celebrity followings, and greater accessibility to fashion- enthusiasts worldwide.
Brand and Product Since the opening of its first flagship store in Miami Florida, the Eva Danielle brand has extended its reach to 10 different countries worldwide, finding their most recent success in Saudi Arabia.
Described as being a "fusion of elegance and sex appeal," Eva Danielle designs have been seen on celebrities like Paris Hilton, Britney Spears, Janice Dickinson, The Go Go's and featured in television programs like the Janice Dickinson Show, Bravo, Deco Drive, The Simple Life, Make a Wish Foundation, The Bad Girls Club, and Shes Got the Look, along with numerous publications.
This entire buzz created around the brand has helped make it stronger in some parts of the world and especially in the East Coast of United States and France where the brand Logo (see below) is more recognized among rich and famous people when passing by its store in Miami or Paris.
Eva Danielle offers a different line of products that you will find listed below:
PROMOTION PLAN FOR EVA DANIELLE 1. Couture:
2. Dresses ( The only product they want to sell in Morocco for now):
3. Corsets and Tops :
PROMOTION PLAN FOR EVA DANIELLE 4. Skirts and pants:
5. Coasts and Jackets :
6. Sportswear :
PROMOTION PLAN FOR EVA DANIELLE 7. Lingerie and Bikini:
8. Accessories:
Analysis of the Moroccan external environment Social and cultural factors: According to the U.S. state department (www.state.gov), Moroccans are predominantly Sunni Muslims of Arab, Berber, or mixed Arab-Berber ancestry. The Arabs brought Islam, along with Arabic language and culture, to the region from the Arabian Peninsula during the Muslim conquests of the 7th century. Today, a small Jewish community remains as well as a largely expatriate Christian population; both enjoy religious freedom and full civil rights. Morocco is also home to a 300-500 person Bahai community which, in recent years, has been able to
PROMOTION PLAN FOR EVA DANIELLE worship free from government interference. Most people live west of the Atlas Mountains, a range that insulates the country from the Sahara Desert. Casablanca is the center of commerce and industry and the leading port; Rabat is the seat of government; Tangier is the gateway to Spain and also a major port; "Arab" Fes is the cultural and religious center; and "Berber" Marrakech is a major tourist center. MNCs willing to come to invest in Morocco have to take into consideration all this diversity. The buying behavior in Morocco is extremely different, it is important for companies before coming to Morocco to spend time thinking on who they want to target because based on that the promotion strategy will completely differ from a target to another. The majority of Moroccans are Muslims; however we still have few Moroccan Jews living here. The Christians living in Morocco are foreigners coming from western and African countries. If there is one thing that all Moroccans might have in common as buyers is that there is a strong belief that any product coming from a developed country is better in quality than the one coming from a developing one. Another very important aspect of the education in Moroccan is the high percentage of illiteracy and uneducated people, almost 1 out of 2 Moroccans cant read or write and live in rural areas which make it challenging for some companies to come and invest here.
Languages: Morocco is a country of multi-ethnic groups (Arabs, Berbers and Jews) with a rich culture, civilization, and etiquette. Each region possesses its own uniqueness, contributing to the national culture. The two official languages are Arabic and Amazigh (Berber). However, French is used along with Arabic in business, government, military and diplomacy. Many people living in the northern part of Morocco speaks Spanish. Moroccan colloquial Arabic, Darija, is composed of a unique combination of Arabic, Berber, and French dialects. Along with Arabic, about 10 million
PROMOTION PLAN FOR EVA DANIELLE Moroccans, predominantly in rural areas, also speak one of the three Moroccan Berber dialects (Tarifit, Tashelhit, and Tamazight). Spanish is also used in the northern part of the country. English is increasingly becoming the foreign language of choice among educated youth and is offered in many public schools from the fourth year on.
Education: Education in Morocco is free and compulsory through primary school (age 15). Nevertheless, many children--particularly girls in rural areas--do not attend school, and most of those who do drop out after elementary school. The country's literacy rate reveals sharp gaps in education, both in terms of gender and location; while country-wide literacy rates are estimated at 39.6% among women and 65.7% among men, the female literacy rate in rural areas is estimated only at 10% (www.state.gov). Morocco is home to 14 public universities. Mohammed V University in Rabat is one of the countrys most famous schools, with faculties of law, sciences, liberal arts, and medicine. Founded over 1,000 years ago, Karaouine University, in Fes, is the oldest center for Islamic studies in the Maghreb. Moroccos most prestigious private English-language university, AlAkhawayn, was founded in 1993 by King Hassan II and King Fahd of Saudi Arabia in Ifrane. Its curriculum is based on an American model.
Legal factors: Aware of the fact that investment is a key factor to ensure sustainable and sustained economic growth, Morocco has liberalized its economy by easing procedures, providing better protection to private operators through the introduction of new laws and updating former ones aiming at improving investment conditions and attracting higher flows of domestic and foreign
PROMOTION PLAN FOR EVA DANIELLE private capitals. These laws include the labor code, the copyrights, the industrial property, the freedom of pricing and competition, the personal data protection, and the arbitration and mediation in the market. Furthermore, Morocco wishes to encourage foreign investors and to provide them with the same rights and advantages as local investors. Foreign direct investment has been permitted in virtually all sectors of the economy since 1990. Investments and investment returns, whether through capital gains, dividends, interest or sales, can be freely repatriated. The objective is to establish an internationally competitive investment environment to increase foreign investment in Morocco. This will take place as a result of the reforms to the commercial code, company law, the labor law and, in particular, by improving the investment laws through the new investment charter which came into effect in January 1996. In addition, Morocco has signed Free Trade Agreements with the EU, Turkey and the US. The FTA signed with the USA in 2006 provided major new protections for U.S. investors. It established a secure, predictable legal framework for U.S. firms in Morocco covering all forms of investment (enterprises, debt, concessions, contracts and intellectual property). U.S. investors can enjoy, in almost all circumstances, the right to establish, acquire and operate investments in Morocco on an equal footing with Moroccan investors and investors of other countries. The agreement even removed certain restrictions and prohibits the imposition of other restrictions on U.S. investors, such as requirements to buy Moroccan rather than U.S. inputs for goods manufactured in Morocco. Moreover, except for certain products (explosives, retreated tires, second-hand clothes, used tractors and public transport vehicles and second-hand goods), the importation of which is subject to a license, all products may be freely imported. All import operations are carried out
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PROMOTION PLAN FOR EVA DANIELLE with an import document represented either by a contract, an import license or, in special cases, by a declaration made prior to importation.
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Economic factors: The Moroccan economy has been characterized by macroeconomic stability, with generally low inflation and sustained, moderately high growth rates over the past several years. Morocco's primary economic challenge is to accelerate growth and sustain that improved performance in order to reduce high levels of unemployment and underemployment. While overall unemployment stands at 8.6% (2010 est.), this figure masks significantly higher urban unemployment, as high as 31% among young urban males (www.state.gov). Recent governments have pursued reform, liberalization, and modernization aimed at stimulating growth and creating jobs. Since early in his reign, King Mohammed VI has called for expanded employment opportunities, economic development, meaningful education, and increased housing availability. The government has pursued an ambitious program of reforms to increase productivity and competitiveness of the national economy through sectoral strategies targeting energy, fisheries, industry, commerce, agriculture, tourism, and logistics. Promising reforms have occurred in the financial sector. Privatizations have reduced the size of the public sector. Morocco has liberalized rules for oil and gas exploration and has granted concessions for public services in major cities. The tender process in Morocco is becoming increasingly transparent. The government has invested considerably in infrastructure development, in particular Tangier-Med Port at the Strait of Gibraltar. When completed in 2014, Tangier-Med will be Africas largest port. Many believe, however, that the process of economic reform must be accelerated.
PROMOTION PLAN FOR EVA DANIELLE While economic growth has historically been hampered by volatility in the rainfalldependent agriculture sector, diversification has made the economy more resilient. Despite an unfavorable international economic environment, Moroccos economy grew by 4.9% in 2009, aided by an exceptional agricultural harvest. GDP was expected to grow at a 4% rate in 2010 and is projected to expand by 5% in 2011(www.state.gov). Through a foreign exchange rate pegged to a basket of important currencies and wellmanaged monetary policy, Morocco has held inflation rates to industrial country levels over the past decade. Inflation fell from 3.9% in 2008 to 1% in 2009, mainly due to the fall of world and local food prices. Inflation was projected to hover around 1% for 2010 and to reach 2% in 2011. The persistent merchandise trade deficit driven by the countrys need for imported energy has been largely offset by inflows including transfers from Moroccans resident abroad, tourism revenue, and foreign investment. Since 2007, Morocco has run a current account deficit, mainly driven by a negative trade balance. In 2009, the current account deficit stood at 4.5% of GDP. Foreign exchange reserves somewhat declined in 2009 but remained adequate, making up nearly 7.6 months' worth of goods and services imports ($23.5 million). These reserves and active external debt management policies give Morocco ample capacity to service its debt. Current external debt stood at $19.3 billion at the end of 2009. According to the U.S. state department, as the country significantly reduced both its internal and external public debt, in March 2010, Standard and Poor's raised Morocco's foreign and local currency ratings by one notch (to BBBfrom BB+ and to BBB+ from BBB, respectively). In January 2006, the bilateral Free Trade Agreement (FTA) between the United States and Morocco went into effect. The U.S.-Morocco FTA eliminated tariffs on 95% of bilateral trade in consumer and industrial products with all remaining tariffs to be eliminated within 9 years. The
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PROMOTION PLAN FOR EVA DANIELLE negotiations produced a comprehensive agreement covering not only market access, but also intellectual property rights protection, transparency in government procurement, investment, services, and e-commerce. Other chapters spell out consultation and assistance mechanisms in the areas of labor and environmental protection. The FTA provides new trade and investment opportunities for both countries and has encouraged economic reforms and liberalization. Since its entry into force, bilateral trade between the two countries has increased 112% as for 2009 (www.state.gov). In Addition, Morocco has human resources that have all the ingredients to become the pivots of a competitive investment and value creator: education level, cultural openness, language skills and new technologies, commitment to entrepreneurship, adaptation capacity to change and competitive labor costs.
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Political factors: Morocco is a de jure constitutional monarchy, with an elected parliament and offers a stable political situation. The King of Morocco, with vast executive powers, can dissolve government and deploy the military, among other prerogatives. Opposition political parties are legal, and several have been formed in recent years. Morocco is definitely a great county to come to invest on. Unlike other countries where you dont get support from the government, the Moroccan one gives all its support to foreign investors to come to the country. Even better, the Moroccan government offers tax exemptions to foreign investors. The Moroccan law provides specific financial, tax and customs advantages to investors, as part of
PROMOTION PLAN FOR EVA DANIELLE agreements or investment contracts to be concluded with the State, provided that they meet the required criteria. This concern: The contribution of the state to certain investment expenses: Investment Promotion Fund; The contribution of the state to certain expenses for the promotion of investment in
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specific industrial sectors and the development of modern technologies: the Hassan II Fund for Economic and Social Development; Exemption from customs duties under Article 7.I of the Finance Act No. 12/98; Exemption from import VAT under Section 123-22 -b of the General Tax Code.
The wining political party in the election of last week made it clear; they want to encourage more investors to the country and this by: Simplifying the administrative procedures for businesses Strengthening the business law framework (law on competition and free pricing, law on
economic interest groups, law on industrial and intellectual property ...) Improving regulatory transparency Developing and modernization of financial markets Creating of the Business Environment National Committee Creating of the Central Authority on the Prevention of Corruption Creating of the Moroccan Office for Intellectual and Commercial Property Promoting of the Charter on Corporate Social Responsibility
PROMOTION PLAN FOR EVA DANIELLE Technological factors: The business in a country is greatly influenced by the technological development. The technology adopted by the industries determines the type and quality of goods and services to be produced and the type and quality of plant and equipment to be used. Technological environment influences the business in terms of investment in technology, consistent application of technology and the effects of technology on markets. In Morocco, advancements in automation and information technology have seen a huge improvement in the last 10 years. For example today, Morocco has a great telecommunication infrastructure meeting international standards. Three global operators (Fixed phone, mobile, Internet and data), the telecommunications sector in Morocco achieves every year an intense and sustained activity: 97% mobile penetration and 13 million Internet users (September 2010). According to www.internationalbusiness.com, Moroccos Casablanca Technopark was established in October of 2001 and covers a total surface of 29,400m. The Casablanca Technopark helped a lot to improve the industrial aspects of the city. The industrial park proves that Casablanca is improving in all aspects including the technological aspects. Various multinational companies are investing in Casablanca because Casablanca Technopark serves various essential purposes. Different types of activities are arranged in the Casablanca Technopark such as training and courses regarding e-learning that is very helpful for the students in Morocco. As of 2006, Casablanca Technopark was hosting 132 companies, which comprised of 55 start-ups, 67 medium-sized companies, 4 big companies and 6 training centers. The business incubator provides business owners with an environment that helps them establish and develop their projects in the ICT field and turns their ideas into strong businesses. By providing services
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PROMOTION PLAN FOR EVA DANIELLE to them and enabling overhead costs to be reduced by sharing facilities, the incubator aims to significantly improve the survival and growth prospects of start-ups and small firms in the early stages of development. The incubator offers a wide range of complementary services and provides dedicated office space, value-added business support, and technical assistance in developing effective business planning, hands-on training in special fields, business links, advice and networking. In 2003, an agreement was made removing all tariff barriers on Information Technology products, which included telecoms equipment and personal computers. This agreement made Morocco the 61st member of the WTO's Information Technology Agreement, which was approved by The Committee of Participants on the Expansion of Trade in Information Technology Products. Morocco's Ambassador Omar Hilale said that Morocco's imports of Information Technology products have been increasing in recent years because of tariff cuts and by joining the Information Technology Agreement it would make prices of Information Technology inputs in Morocco more competitive and would drive a strong signal to foreign investors and promote local industries by making Information Technology products cheaper for Moroccans (www.internationalbusiness.com).
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SWOT Analysis Strengths Quality of the products Products 100% Made in the USA which means that Eva Danielle will take advantage of the Free Trade agreement (0% customs) Uses special fabrics and makes unique dresses Celebrities that are famous even in Morocco have already adopted the brand (e.g. Paris Hilton) Control its distribution channel Weaknesses Small company Needs to find a company interested in the franchise and in taking the financial risk Only one targeted audience Limited financial resources Opportunities Uniqueness of the products Opening of the Morocco mall ( The biggest Mall in Africa) Targeting a niche in the Moroccan market that is interested in luxurious products The Luxury Market is continuously growing in Morocco Local celebrity brand endorsement Threats Brand not known in Morocco Strong competition from indirect competitors with great product design The consumer market may not faith in the product Increase in the prices of materials and fabrics used to make dresses (e.g. cotton) With the growth of the Market in Morocco, the direct competitors of Eva Danielle overseas might be tempted to enter in Morocco. Fake products
PROMOTION PLAN FOR EVA DANIELLE Competitor analysis Direct Competitors As a designer and an innovator, Eva Danielle has been compared to the likes of fashion icons Roberto Cavalli, Vivian Westwood, Betsy Johnson, BEBE, Cache, Marchiano and Juicy Coutu. All of them are luxurious brands that offer products and services that are personalized same as Eva Danielle. Furthermore, their products are almost similarly priced and directed toward the same consumers.
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On the other hand, these brands are still considered as direct competitors only overseas. They did not penetrate the Moroccan market until today. However, such a situation will not remain for a long period of time. Morocco has been an attractive country for many investors especially the ones coming from Middle East, Europe and USA. In addition, the openings of big malls such as the Morocco Mall will encourage competing brands such as Roberto Cavalli and Betsy Johnson to open in Morocco.
Indirect Competitors We believe that one major indirect competitor that Eva Danielle will have to take into consideration is the Moroccan caftan. It is the traditional dress that Moroccan women wear in special occasions and receptions. The caftan shows the elegance of Moroccan women and their authenticity. Furthermore, the whole world began to recognize its beauty, all with events like Caftan du Maroc that creates an atmosphere of competition between charming Moroccan and foreign designers to offer the best of their innovative talents. In addition, the Moroccan caftan has been recognized as a very luxurious and chic dress. The best fact that shows the important of the caftan in the fashion industry today is that during the royal wedding of prince William and
PROMOTION PLAN FOR EVA DANIELLE Kate, where the first lady of Morocco was designated as the most elegant guest while wearing the caftan. Therefore, this dress should be considered as a major indirect competitor of our store since it will attract many potential customers.
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Additionally, some of the firms that opened their stores in the new Morocco Mall are considered also as indirect competitors for Eva Danielle. They are all very luxurious and known brands such as Dior, Gucci and Versace. Furthermore, they provide products that may be considered as an alternative solution to the same market. Even if the amount of services is much less than the one of Eva Danielle still these stores should not be neglected.
Potential Entrants As stated before, there are no direct competitors for Eva Danielle currently in Morocco. However, some of them will eventually be highly interested to enter the Moroccan market. Morocco is a fast growing country and the purchasing power has been growing during the last years. As a result, people start looking for luxurious and distinctive products. Furthermore, Moroccos free agreements with many countries such as the United States, Europe and the Arab States of the Gulf will encourage large corporations to penetrate and invest in the Morocco. In addition, Morocco has been one of the most preferred destinations for tourists. Marrakech, the red city, attracts each year many famous artists and personalities that would like to buy very luxurious and high quality dresses. Therefore, we believe that at least one or two of Eva Danielles direct competitors will enter and expand in the Moroccan market during the next coming years.
PROMOTION PLAN FOR EVA DANIELLE Bargaining Power of Buyers Porter's Five Forces of buyer bargaining power refers to the pressure consumers can exert on businesses to get them provide higher quality products, better customer service, and lower prices. For the case of Eva Danielle, we believe that customers can exercise power on the business to improve all of those elements except price. Eva Danielle does provide very luxurious products at high prices to a specific niche (wealthy people). Those types of customers accept to pay very high prices to purchase very high quality products and receive very special treatment. If these two elements are not achieved, customers will not go for Evas products. A large portion of Moroccan rich people do buy luxurious products because of the special treatment and services associated with the top brands.
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On the other hand, customers will not bargain on the price. Eva Danielle is a high luxurious and chic brand. In addition, the type of Moroccan customers that will choose to buy Eva Danielles product will not ask for a discount. They know that the brand is very luxurious and therefore of a high price. Moreover, the fact that there are no direct competitors for Eva Danielle till today will be an opportunity for the company to maintain their high prices.
Competitive Strategy: Broad Differentiation The competitive strategy is referring to how Eva Danielle will compete in the Moroccan market knowing that this market is not the same as the ones in which Eva Danielle is currently present. However, the luxury industry, in which Eva Danielle takes part, is somehow different from other industries in Morocco. This target has been affected by the west and is of need to have some brands as Eva Danielle since there is a boom of installment of the luxury brand during
PROMOTION PLAN FOR EVA DANIELLE these years. The competitive advantage that the company has on others is its business model itself which made the strategy to be a broad differentiation one. The choice of broad differentiation is completely related to Eva Danielles business model. Differentiation is not only about uniqueness and to be perceived different, differentiation strategy is about understanding the customers and designing products to meet and fulfill their proper needs and also to appeal a large range of customers. With Eva Danielle, people are creating their own dresses. Differentiation is associated with creativity. The brand is specialized in creating for women the outfit composed of dresses and the shoes that go with it. The signs of broad differentiation reside in many elements. First, Eva Danielle offer dresses that are unique, a woman would not see her dress worn by another woman. Eva Danielle offers some colors and designs that are completely different from other brands providing dresses. The cuts are also different from other brands. The brand offer sexy, modern cool and at the same time evening dresses. Eva Danielle is known for this fusion of elegance and sex appeal. The company uses for its creations some lofty and noble raw materials which output a high quality which explains the expensiveness of the products. In clothing and specifically the luxury clothing industry the source of the brand is also very important in terms of attraction. For Moroccans this is very important. Globalization permitted that, in fact Moroccans would love to wear the American way. A last element is that Eva Danielle designs have been wore by celebrities. The brand since its creation has seen an important frequentation by famous people. For that celebrities like Jennifer Lopez, Paris Hilton and Britney Spears all have been clients for the brand. This will simply have an important impact, especially on young girls.
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PROMOTION PLAN FOR EVA DANIELLE Since differentiating a product remains in the physical characteristics Eva Danielle seem to fulfill this point and can be considered to have an excellent competitive advantage over other companies. Differentiation opportunities seem to be constrained by market factors but not in Eva Danielles case. Since the company has a very specific target market and will position itself in a cluster business it will be easier for it to reach the niche and go beyond constrains of the Moroccan market.
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Growth strategies It would be difficult for Eva Danielle to invest directly in Morocco without having a partner. Foreign companies, depending on their size, would be better for them to have an agreement with Moroccan investors due to many elements. Among the elements there are legal aspects and the networking barrier. The legal aspects are more concerned with financing. Foreign companies in Morocco would never have banking loans if they are not in partnership with Moroccan investors. Otherwise the company would have to wait for five years to have a loan from a Moroccan bank. The networking problem can also be easier if Moroccans hold the business. The company that would buy the franchise will be in the luxury clothing industry which means that this latter would already have a network of advertising and distribution. A well-established Moroccan partner with Eva Danielle will definitely resolve all the previous constrains. Many forms of partnership exist but the best way for Eva Danielle to enter the Moroccan market would be franchising. By doing so the business would not be independent since the franchisee does not buy only the brand name but a business model along with established operational methods which permits to the company to not loose consistency with the quality and the standards. Many franchising companies exist in Morocco such as MA FRANCHISE, NESK INVESTMENT, AKWA HOLDING and AKSAL GROUP. The best of these franchising companies for Eva
PROMOTION PLAN FOR EVA DANIELLE Danielle is AKSAL. The group was established in 2004 and holds values that are in consistency with Eva Danielles ones. The values are of humanism with social responsibility and diversity, audacity with innovation ambition and passion, and finally excellence with team work and ethics. The group is specialized in the areas of retail (fashion, beauty, home, dinning and leisure), luxury goods (Dior, Fendi, Gucci, La Martina and Ralph Lauren), department stores (Fnac and Galleries Lafayettes), and malls and commercial real estate (Morocco Mall in Casablanca and Rabat). The holding registers annual sales of $60 million per year and employs about 500 employees which will be a great advantage for Eva Danielle. The vision of the group is to put it as a major economic player in the national and international scale and its mission consists of symbolizing the new lifestyle which completely matches Eva Danielles style as well as contributing to the development of the country through the visionary projects (such as the Morocco Mall) with added value exceptional services. Eva Danielle is based up to day in three cities in the world Miami where it is born, New York and Paris. The company will base itself in Casablanca, the economic capital of the country. The business city is the one of the largest industrial zone of Africa with one of the biggest African port. The city is also building with the initiative of the King Mohamed the Sixth a financial hub Casa Finance City that is going to be the Maghreb Arab and African capital market. The city also has the fifth biggest mall in the world (Morocco Mall that has the worlds third best aquarium) which targets to host millions of visitors, tourists and investors in the next four years. All these elements -the group and its strategic situation in the Moroccan market- build positive signs for Eva Danielle to have partnership with AKSAL group and to base itself first in the city of Casablanca. In addition, entering Morocco as a franchise through Aksal group will facilitate the task of distribution. As Aksal owns Morocco Mall and has dedicated a large part of
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PROMOTION PLAN FOR EVA DANIELLE the first floor to luxurious clothing brands as Fendi, Dior and Gucci, the group will provide Eva Danielle with a space in this luxury floor. Aksal will definitely have the exclusivity of distributing Eva Danielle in Morocco. Market penetration with franchise is the best option to Eva Danielle but market development is also an important point that should be wisely treated. Eva Danielle has only three places of sale in three different cities Miami, New York and Paris. We suggest that Eva Danielle to be very sensitive to that since the company should not open many stores. Opening many would be pushing the company to the customer which is a mass marketing procedure. Luxury industry does not have to perform such strategies. Eva Danielle should opt for reverse marketing by establishing more a pull strategy that consist on spending lot on advertising to push final customer to buy the product.
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The company position itself in a way that the customer looks for the company and not the inverse. For that as all other luxurious brands Eva Danielle should not open many stores to not give this image of a company that opts for proximity to the customer but takes this image of a brand that is strongly positioned on customers mind. The aim with that strategy is to have a more selective clientele and make them loyal to the brand. To achieve this objective, a consistent communication strategy is a must. It should be designed in a way to present the company to customers and to educate them about it. Concerning market development, the company then should have a slow process of reopening in Morocco but at the same time it should follow the Morocco Mall new openings as Aksal announced that by 2016 a new Morocco Mall would open at Rabat the capital of the country. Eva Danielle should be associated with other famous brands that will be all present in the new Morocco Mall. It is a way to stay in a clustered business and to stick in peoples mind as the other brands. After the second opening the brand can opt for a third one depending on the conjuncture of the time and the best place would be the city of Marrakech
PROMOTION PLAN FOR EVA DANIELLE the city of the Jet Set in which many celebrities owns Riads and where international events such as the International Film Festival of Marrakech are organized.
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Market segmentation To practice market segmentation means to divide the total market into smaller parts. This is done in order to reach each segment more efficiently with products and services that match the segments needs. The market can be segmented according to different variables, either alone or in combination (Kotler, 2008). The major segmentation variables are: geographic, demographic, psychographic and behavioral. The women-wear market can be segmented in many various ways. It does not exist one standard way to divide the market, but segmentation has to be done related to the customers needs. Segmentation results in a deeper understanding of the consumer. The fashion market in Morocco can be divided into five segments that relate the distinct customer needs: haute couture, luxury, affordable luxury, mainstream, and discount.
Haute couture is the most expensive and exclusive of the segments. It is made up of a
handful of companies which produce custom-made clothing for the country's wealthiest women. The luxury segment is a step down in terms of quality and price, but still serves a wealthy
clientele. Affordable luxury targets "aspirational" consumers, those who are not rich enough to
afford luxury brands but will accept lower-priced alternatives. The goal of mainstream brands is mass appeal; they sacrifice an air of exclusivity for
popularity. Discount brands cater to low-income consumers.
PROMOTION PLAN FOR EVA DANIELLE At the highest levels, our main target customers, the fashion market is relatively insulated from economic changes. For example, recessionary fears in the United States have done nothing to harm haute couture, which is actually seeing an increase in customers in a time when so many other companies are fighting decreasing sales. This applies also in Morocco, where the wealthiest customers are far from changing their buying behavior because some economic downturn. The luxury market is doing well compared to mainstream, affordable luxury and discount brands, where its customers have less financial security and thus are not spending as much money on clothes and accessories as they used to.
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Product Positioning Eva Danielle is targeting (rich) Moroccan women. With the opening of the Morocco Mall, Eva Danielle will be facing a strong competition from many luxurious brands that opened for the first time in Morocco (Gucci, Luis Vuitton, gallery Lafayette) ... The way Eva Danielle seeks to position its products is through the unique features of its products that differentiates it from that of the competition.
Its Unique Fabrics At Eva Danielle they have scoured the globe in order to bring the finest fabrics and materials. From Italian silk to Japanese cotton their collections are individually hand crafted with the finest materials in order to give their customers the ultimate experience in fashion and luxury.
Its Unique Clothes Eva Danielles designs are for the woman who is not afraid to be unique and daring a showstopper in every sense of the word. They design for women of all ages, and feature both
PROMOTION PLAN FOR EVA DANIELLE conservative and avant-garde womens casual wear. Their focus is to produce timeless styles without succumbing to trends. Eva designs the patterns for each individual piece: creating truly unique creations of wearable art. Their corsets and jackets are reversible. Many feature an intriguing pattern on one side and a subtler look on the other side. Their dresses and skirts are multifunctional, and can be worn as either a dress or as a skirt. They only produce a limited number of each piece to ensure that their customers are getting a truly unique experience. Other high fashion companies that mass-produce take away from the allure and beauty of the clothes. Here at Eva Danielle they believe that high fashion is for the woman who wants to be different, who wants to stand to stand out, and who does not want to dress like everyone else. All of their pieces are individually handcrafted in the Unites States to ensure the utmost quality of the product. This is the first time in Morocco where a luxury brand is offering unique pieces and this will attract all the rich Moroccan women who like to be and feel unique to adopt the brand. This will be the key of success of Eva Danielle in Morocco.
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Its Unique Collections Unlike traditional fashion companies who design around seasonal trends, here at Eva Danielle each line represents an inspiration. In addition to creating new collections, they continue to add breadth and depth to existing collections. This practice embodies the true essence and spirit of Eva Danielle, and allows them to fully develop the emotions conveyed in each line. Clothes are more than just fabric they are pieces of art that help convey expressions of the self.
PROMOTION PLAN FOR EVA DANIELLE Standardization VS Adaptation Eva Danielle is specialized in dresses and accessories that go with it. As said before in the plan the brands dresses have special cuts, use unusual colors and designs as well as very scarce and expensive raw materials. For that these elements build the competitive advantage of the company over others. We suggest that Eva Danielle go for standardization. First, people, women in Eva Danielles case, seek for newness and want to wear brands that are typical and pure American style wear. Second, the traditional Moroccan Caftan which is considered to be as substitute product gets more and more developed and modernized but still holds the name of Caftan and have this traditional touch. The confusion should not be made and this reputation of like other brands dresses should not circulate. For that Eva Danielles standard and typical dresses should be adapted to the Moroccan market otherwise it will lose its charm and glamour that make Eva Danielle exceptional and different from other brands and from the typical Moroccan Caftan.
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Entry Strategies Eva Danielle belongs to the luxury family. We suggest the brand to enter the market by organizing an event and financing another event both of them related to the clothing industry. The first event is to organize a fashion show in the Morocco Mall galleries with the participation of internationally famous models. The event should be an international one by which it will give an impact on the national scale. Official stars from abroad and from Morocco would be invited to the show and some of them should be guest stars of the event. The brand will not only announce its launch in the Moroccan market by the event but it will chose the proper period for that as an example the launch of a new collection, and will communicate massively that at the international
PROMOTION PLAN FOR EVA DANIELLE scale. Concerning the invited stars, the company can invite some of the stars that are dressed by it such Jennifer Lopez or Britney Spears. Concerning the second event is the Moroccan Fashion Week that takes place in Casablanca. The event is done for local fashion designers so Eva Danielle cannot show its collections during the shows. However, we suggest Eva Danielle to be the master sponsor of the event and to present at the end of the event a special prize to the winner of the week. This would be recognition to the winner from the luxury designer Eva Danielle. The brand will another time position itself as a high level designer with the prize.
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Promotion Objectives Since Eva Danielle is for the first time penetrating the Moroccan market, our first objective will be to create awareness among high social class women. The company is still unknown for the majority in the Moroccan market. Therefore, through our promotion campaign we will try to effectively reach customers as well as inform them about who we are and what we have to offer.
The second objective will be to create interest among our target market. We will associate the perception of our brands with luxury and elegance to create a need among consumers. Furthermore, we want them to feel a kind of uniqueness and affiliation to a certain category when wearing our products. Consequently, there will be a buzz among customers and even those who do not have enough purchasing power to afford our products will do their best to pay for our dresses.
After achieving those objectives, we will reinforce our brand. We want to maintain a close and a strong relationship with our customers. Therefore, we will keep their contact details to contact them every time we have new collections or promotions. We believe that by
PROMOTION PLAN FOR EVA DANIELLE strengthening relationships we will be able to influence an important portion of customers to become loyal to our products.
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Target Markets Eva Danielle will target high class women that can afford a frequent purchasing of its products. Women that want to be unique and that are in update with fashion is our main target. We will target wives of important members of the government and of businessmen. These categories of customers are more likely to feel a need of being unique and elegant in some special occasions. Furthermore, wives of ambassador will also be among our target market. They assist to many receptions were they want to be perfectly and nicely dressed. In addition, Eva Danielle will target every wealthy, modern and stylish woman. Even the royal family will be targeted since princesses are following the new trends of fashion and can afford big quantities of our articles.
PROMOTION PLAN FOR EVA DANIELLE Creative brief
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We have come with the previous design ,we will associate the name of the personnality directly on the advertisment.We have several choices for the star to associated to the product. This is an example with Eva Mendez , a Latina American actress who frequently travels to Morocco for movie shooting and for tourism.We picked especially this actress because Latin American women have a better impact on the Moroccan women since the level of identification is higher.
The TAGLINE proposals are : Soyez unique : meaning in English be Unique
PROMOTION PLAN FOR EVA DANIELLE Soyez unique Soyez Eva (be unique be Eva) we play with the fact that both Eva danielle and Eva have the same name.
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Web banner 720x90 : an informative web banner before the opening of the store. It will have the date of the opening and the location which is Morocco Mall Casablanca
Web banner 720x90 this banner will be placed on internet advertisment after the opening of the store it and will have the Tagline selected .
A web banner 300x250 ,the banner is much more informative ,it specifies the type of store: luxury shop for women and the exact location :second floor of Morocco Mall.
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Example of a possible fashion show invitation for the Eva Danielle show for the opening of its store in Morocco Mall Casablanca and first store in Morocco (it would be written all in French and English to make it more accessible to international guests).
Media strategy Eva Danielle will enter the market for the first time. They are not known by Moroccans, we have first to establish the Brand awareness. For that, we will spread the information about the brand to make people understand who Eva Danielle is and what is the companys business; in a second time we will position the company as an important luxury brand and finally maintain awareness of the brand. We will divide the campaign into three phases following a phase of
PROMOTION PLAN FOR EVA DANIELLE development of advertisement spots and social medias templates and website and blog development:
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A phase of preparation of all the social Medias, website and promotion support in order to launch a coordinated first phase of promotion. First phase of the promotion: Information about EVA DANIELLE, past and present of the company through interviews, articles .In this phase we will gather information about potential customers, build a database. That stage take place before the Opening of the shop. We will prepare the customer to the opening of the shop. Media buzz around the opening of the shop which will be associated to an event. The event is a fashion show with top models presenting the latest products of the Brand. Icons and personalities have to be associated to the brand; a muse will be associated to the brand and invited to the defile. American Stars would a better fit to the role of the muse since the Brand Eva Danielle claims its 100% made in United States product and the prestige of American stars is well established in the Moroccan upper class. The third phase will focus on the main target; it will be mainly presenting the product from different perspectives: sexy, rare and design. In this phase we will position the company among the luxurious brands present in Morocco and maintain the brand recognition among the main target. This phase is a continuous stream of articles showing the different collections.
PROMOTION PLAN FOR EVA DANIELLE First Advertizing Campaign Summary paid free advertisement advertisement
Press Newspapers Press Release 3 Main French Newspapers 15 Days before opening of the 60,000 shop
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Reach
Frequency
Newspapers Monthly magazines excluding women oriented Monthly magazines excluding women oriented Women oriented magazines Women oriented magazines TV national televisions internet corporate website corporate website Blog EVA DANIELLE other blogs search engines search engines Mobile phones Text messaging Text messaging Outdoor advertisment panel recovering the shop
yes
Press Release
yes collections pictures +Press Release
Full page 1 per month x 2 40,000 magazines
yes TV videos of the opening of the store and fashion show promote with social media yes CPM and CPC promote with social media no SEO
Full page 1 per issue (monthly or bi monthly 50,000 magazine) x5 magazines
100,00 0 1 post per 2 days linking 10,000 to the website 20,000 1 per month 1 post per 2 days linking 10,000 to the blog
no same as corporate website
search engines SMS to AKSAL database no
10,000 once per 2 week
during the period before opening the
30,000 during all the period

shop Billboard on the street Radio chosen radios (see the mix) chosen radios (see the mix) Print advertisement no Flyers in Morocco Mall and upper class haircut saloons 100,00 0 1 months before opening
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interviews yes information on future opening
10,000 1 unique interview 3 announcement per day 30,000 /15 before the opening
50,000 10 top haircut
The Press
The written press in morocco is an important source of information in terms of quality since they have generally better national political news than other Medias excluding the internet since many of the newspapers and weekly titles have their online version. In morocco 438 press titles have been recorded in 2005 by the Ministry of communication. Arabic which is predominant with 280 titles and French with 151 securities represent both more than 90% of national publications.
Percent of titles 63,93% 34,48% 0,23% 1,36% 100%
Number of Titles 280 151 1 6 438
Language Arabic French spanish Berber Total
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Percentage of Titles per languages

0.23% 34.48% Arabic 63.93% French spanish Berber 1.36%
Both daily newspapers in French and in Arabic are in a deep crisis with fewer readers these past years. In 2006 the number of prints for some newspapers was divided by more than 50%. Le MATIN DU SAHARA ET MAGHREB the most read newspaper French edition is only printed at 22 000 exemplary when it was about 70 000 releases. However, weekly issues such as Telquel have not suffered from this drop in sells.
The press receive financial help from the government and earn an important part of their revenues from the Legal Ads posted by the government such as companies creations ,changes in capital and other mandatory requirements for companies. The rest of the revenues are generated mainly from advertisement. Different format are available for these publications, as an example the following graphics shows the LECONOMIST prices and format.
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PROMOTION PLAN FOR EVA DANIELLE However these formats are subject to change in price and diversity for other publications. They give an overview of the possibilities for a press campaign.
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Audience of Press
The OJD Morocco is a tripartite body bringing together publishers, advertisers and advertising agencies. It is a joint body, in that half of the seats of the board are occupied by publishers and the other half by the advertisers and agencies equally. The role of the OJD Morocco is to certify the diffusion of the press in Morocco .The results of its audits are an essential reference, for example, for the development of media advertising rates based on certified audience.
OJD audit of impressions and distribution of national publications for 2010 -2011:
TITLE ACHAT VENTE AUTO.COM AGRICULTURE DU MAGHREB AKHBAR AL YOUM AL MAGHRIBIYA AKHBAR NOUJOUM ex AHDATH TV AL AHDATH AL MAGHRIBIA AL ALAM AL AYAM AL HARAKA AL ITTIHAD AL ICHTIRAKI AL MASSAE AL MICHAAL AL MOSTAKIL AL MOUNTAKHAB AN NAHAR AL MAGHRIBIA ASDAE ASSABAH ATTAJDID AU FAIT AUJOURD'HUI LE MAROC AUTONEWS
period 2010/2011 2010/2011 2010/2011 2010/2011 2010/2011 2010 2010 2010/2011 2010/2011 2010/2011 2009 2010 2010/2011 2010 2010/2011 2010/2011 2010/2011 2010/2011 2010/2011 2010
impressions 11250 6278 23229 7236 29077 23920 33938 4670 21990 140444 23721 4889 34895 4935 10200 101064 6883 31835 12438 10000
distribution 4856 6228 13259 1812 16104 10158 14138 1028 7639 114533 12674 253 25433 2411 1096 70867 2726 31735 7314 5245

CHALLENGE HEBDO ECONOMIE & ENTREPRISES L'ECONOMISTE FEMMES DU MAROC FINANCES NEWS HEBDO FOOD MAGAZINE L'INTERMEDIAIRE CASABLANCA LALLA FATEMA LIBERATION LOGIC IMMO MAROC MAGHREB AL YAOUM MAISONS DU MAROC MAROC HEBDO INTERNATIONAL LE MATIN DU SAHARA ET MAGHREB NESMA NISSAE MIN AL MAGHRIB LA NOUVELLE TRIBUNE L'OFFICIEL MAROC L'OPINION OUSBOUAA ASAHFI PLURIELLE MAGAZINE SPORT HEBDO TELQUEL LE TEMPS VERSION HOMME LA VIE ECO 2010 2010 2010/2011 2010 2010 2010/2011 2010 2010 2010/2011 2010/2011 2010 2010 2010 2010 2010 2010 2010/2011 2010/2011 2010 2010/2011 2010/2011 2010/2011 2010/2011 2010 2010 2010/2011 20194 9917 25581 19913 11915 10000 89154 36787 11420 73100 11981 15360 17000 39347 28727 29355 15939 9215 36607 55943 27080 32039 32707 10000 10983 23332 11833 6506 19423 11574 5732 4259 89041 25887 2143 73050 3676 10419 9513 22043 23200 24233 11089 4287 16508 38736 26931 31622 20632 1926 6537 15439
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We will use the main Newspapers and all possible reachable press for the first phase and second phase. The oriented Women press will be however used in all the phases.
PROMOTION PLAN FOR EVA DANIELLE Women oriented press impression and distribution (OJD 2011)
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40000 35000 30000 25000 20000 15000 10000 5000 0 2010/2011 2010 2010 NESMA 2010 NISSAE MIN AL MAGHRIB 2010 LALLA FATEMA 2010/2011 PLURIELLE MAGAZINE L'OFFICIEL FEMMES DU MAROC MAROC impressions distribution
The women oriented press is very active in Morocco with 6 major magazines: LOfficiel Maroc which is the Moroccan version of the famous fashion French monthly magazine LOfficiel. The magazine targets upper-income, educated women aged 25 to 49. The audience of this magazine and its editorial line exactly matches our expectations.
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Moroccan version
French version
Femmes du Maroc ,a Moroccan magazine about fashion and lifestyle written in French
Femmes du Maroc however is much more focused than lOfficiel Maroc on Women rights , and society issues. Translated in English the title means women of Morocco Nessma magazine is written in Arabic and is focused on fashion for Moroccan women.
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Nissae Min Al Maghrib meaning in English women of morocco is a women oriented magazine written in Arabic.
PROMOTION PLAN FOR EVA DANIELLE Lalla Fatema is a Moroccan monthly magazine dedicated to women and is written in Arabic.The title translation in English is Lady Fatema
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Plurielle Magazine
A second monthly magazine from the same group editing Lofficiel Maroc: Geomedia SARL. This second magazine is however more oriented on lifestyle, society and women issues but still mainly focusing on fashion and beauty.
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The total impressions of magazines women oriented per language:
% impressions per language
37% 63%
French Arabic
The reached audience will be of 56208 for the French magazines and 94869 of for the Arabic magazines giving a total audience of approximately 151 000.
Reaching the Press and Influence It
Traditional Medias will be reached using the usual Press release and press relationship
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The MAP Maghreb Arab press is very influent in Morocco; it is the national official news agency with a wide coverage of the country through many regional branches and an important number of journalists. MAP has also international offices in more than 15 foreign countries such as France, United Kingdom or the United states. The totality of Moroccan Newspapers and magazines use MAP as their main source of information. The MAP is the equivalent for Morocco of the AFP in France, Reuters or Associated Press AP. Most of the Moroccan traditional Medias still find a lot of their source in the MAP and international news agencies. The majority of the Moroccan newspapers, televisions or radios are using MAP services. The MAP is the official voice, it is controlled by the government and the accuracy and trust of this source of information is very high.
The repercussion of being listed on MAP is very important since its is an insurance of being published on the majority on national newspapers, magazines, their online versions and more such as exclusively online press: e journals and online magazines. The news agencies bring credibility and spread the word to all Medias that uses this channel as a source of information.
PROMOTION PLAN FOR EVA DANIELLE Press release has slightly changed since the internet; it is still distributed the old way through the traditional press conference; however internet press release websites have known a huge use. The companies publish its PR online through these professionals websites, it will be accessible on the internet and shared among a very large quantity of websites. In addition the Press Release will be sent directly on the email of a very large database of affluent journalist .Some popular websites such as prweb.com claims having more than 30 000 journalists and bloggers using their services.
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In order to give our fashion event an international aspect we will use these services to spread the information.
The tools allow a good monitoring with online audience tools for example the number of times the article has been read
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PRweb will also allow us to know which media outlet has received our Press release.
To reach the traditional Medias efficiently a good relation with journalists is a key factor. Most of the journalists use different kind of information sources, MAP will only gives them highlights and often not enough information to publish a good story, article or any good content. The availability of content is an important factor for a good traditional medias coverage. We are looking for articles in the press that have a real impact on readers. Relying solely on news agency would be a risk of being published in a small and not very attractive part of the press
PROMOTION PLAN FOR EVA DANIELLE issues. We are looking for articles of one whole page or two and more in magazines and articles in newspapers of acceptable length and position. A particular attention is needed for the womens press since we have to provide them with an important and continuous stream of high definition pictures and content since they are our main access to the targeted customers.
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The way of working of journalists has changed since the internet ,the Moroccan journalists such as their occidental colleagues are looking for content using traditional sources such as Press release , News Agencies , Direct investigations
And new type of sources are now use: internet , Online Press release ,emails .
Most of the journalists prefer to receive the articles or press release directly in their email box.
They are looking for prepared content, figures and Medias content. We will provide enough content for journalists to help them write articles without simply relying on the news agency article.
EMAILING Campaigns
Emailing is one of the least expensive methods to contact potential customers or make customers remember you. The advantage of this method is easy gathering of emails, inexpensive emailing campaigns. The disadvantages are the relatively low conversion rate compared to other methods and that people are very careful with emails, they often consider advertising as spamming.
PROMOTION PLAN FOR EVA DANIELLE Some good tips would be to pass through very trusted partners such as FRANCE2.fr for the French market the French TV channel offer a service of emailing to its registered users that have accepted to receive offers from FRANCE 2 partners. The users are already willing to receive emails from FRANCE 2 and the company using the service will benefit from the trust of the users in FRANCE 2 and from its positive image.
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Technologically, going through trusted specialists would also avoid to be listed as a SPAM by the receiving email host.
Some local Moroccan companies such as primvoid.ma have already collected email databases for morocco. They also have mobile phones databases for morocco, with Text message sending services. If the cost of setting up an email server is very cheap, it requires additional skills in order to avoid being seen as Spammers.
For our campaigns we will use the Database provided by the AKSAL group. They have gathered emails from the previous events they have organized such as for the Opening of the Morocco Mall, the presence of the American Singer and youth icon Jennifer Lopez and a lot of upper class guest from Morocco proves the power of AKSAL contact database.
Additional emailing companies will be chosen on the following criteria
-Database quality: accuracy of the contacts. They have to be updated frequently
-Database specific to our target.
-Technical skills: ability to send mass emailing that would not be considered as spams.
PROMOTION PLAN FOR EVA DANIELLE Radios in Morocco
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Radio in morocco is very a popular media; there are 33.89 Radio sets per 100 inhabitants (2001). Excluding Arabic news broadcasts most radios uses usual Arabic Darija and French however, some radios in Berber language exists and reach the Berberian community. In 2002 , in order to modernize the audio-visual public sector the government has launched a liberalization of the radio and authorized several new private radios to diversify the offer. The new offer added generalist radios and radios targeting new audience , for example HIT RADIO which has grown very fast and became the number one radio channel for young audience offering music Hits and talk shows targeting young public and teenagers concerns.
RADIO NAME 2M RADIO CHADA FM ASWAT CAP RADIO CASA FM DU SAINT CORAN HIT RADIO MFM ATLAS MFM ORIENTAL MFM SAHARA MFM SAISS MFM SOUSS RABAT CHANE INTER RADIO AMAZIGH RADIO ATLANTIC RADIO LUXE RADIO MARS RADIO MED RADIO MEDI 1 RADIO MEDINA FM RADIO MOHAMMED VI RADIO NATIONALE RADIO PLUS AGADIR
TYPE OF RADIO generalist/music Low audience arabic Low audience Low audience religious music ,teens REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL PUBLIC GENERALIST berber radio general / french luxury ,lifestyle sport ,music general / Low audience RELIGIOUS Low audience REGIONAL

RADIO PLUS MARRAKECH RADIO RGIONALE D'AGADIR RADIO RGIONALE DE CASABLANCA RADIO RGIONALE DE DAKHLA RADIO RGIONALE DE FS RADIO RGIONALE DE LAYOUNE RADIO RGIONALE DE MARRAKECH RADIO RGIONALE DE MEKNS RADIO RGIONALE DE TANGER RADIO RGIONALE DE TETOUAN RADIO RGIONALE D'OUJDA RADIO SAWA REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL REGIONAL Arabic generalist
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Radios in red = our selection of suitable radios for an EVA DANIELLE campaign
The radios 2M radio ,radio Atlantic ,radio Luxe and radio medi 1 are the most suitable radios for a diffusion of Eva Danielle information. The information should be presented in the form of an interview of Eva Danielle or any representative of the company who would be chosen to attend. Advertising on radio has to stay informative, it can be used when launching the shops in order to inform.
Internet
Internet has become an important source of information, it reaches perfectly wealthy consumers. The internet offer is divided among three telecom operators: MarocTelecom ,INWI and WANA. The number of Moroccan internet subscribers in 2007 amounted to 526 080 , the amount seems not very high but that doesnt reflect the reality since many Moroccan access internet in cybercaf , the number of cybercaf in the urban areas is very high and Casablanca even has one of the biggest cyber of the world with several hundred computers connected.
PROMOTION PLAN FOR EVA DANIELLE The most popular websites in Morocco for 2011 shows that culturally morocco is open to new technologies and innovations , they follow the global trend . The top 10 websites visited by Moroccans are similar to the top websites visited by most of the European countries.
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The decision
RANK IN WEBSITE MOROCCO CONTENT
Facebook
Social website
YouTube
Video website
google.co. 3 ma Google.co 4 m Windows 5 live Windows search engine Google general website Google local website
Hespress
Moroccan news website in Arabic
Google 7 France 8 koora Soccer news website and forum in Google local for France
PROMOTION PLAN FOR EVA DANIELLE Arabic Blogspot.co 9 m Blog platform
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10
Yahoo.com
Search engine and website directory
The most searched keywords in search engines matches the most visited websites : Top 10 most searched keywords for morocco in 2011 on Google.
International websites offers an opportunity as well as local websites to reach Moroccan web users. Social Medias and global websites such as yahoo or Google offers the possibility to advertise with regional target. When connecting as a Moroccan user of Facebook , the website
PROMOTION PLAN FOR EVA DANIELLE displays Moroccan advertisement such as Moroccan Bank advertisements for a loan or Moroccan ads similar to ebay.
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The online advertisement network that displayed the most ads to the Moroccan users (based on the Alexa ranking by country)
1. The Adsense network from google 2. Adcash Advertising Network 3. Clicksor 4. adf.ly 5. paypopup.com
These advertisement network allow Moroccan companies to use the latest methods to advertise their products, they can reach Moroccan market and any other targeted market by using region selection when available.
Different kind of advertising formulas are available to Moroccan companies through these advertising networks:
Type of payments
Description or example
CPM (cost per mille)
Cost per 1000 impressions, for a website having 1 000 000 impressions a CPM of 0.1$ would cost 100$ . Each click would cost a certain amount. Note that for
CPC (cost per click) example Google Adsense let you choose how much
PROMOTION PLAN FOR EVA DANIELLE money has to be spent per day and what maximum and minimum cost per click you are willing to spend. Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations. CPA (cost-peraction) For example a company can pay you 10$ each time a user will register ! note that the amount given is much higher since the occurrence of such event is lower.
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You can buy a place on a website for a certain period of time set by the publisher
independently from the number of click , of visits Custom and actions. advertisement
For example a top banner in menara portal at 700$ per month
Some advertisement networks allow multiple model Hybrid advertising : such as 0.1$ per click and then 0.05 per mille impressions.
PROMOTION PLAN FOR EVA DANIELLE There has been an attempt to create Moroccan local advertisement networks but it failed .The advertisement networks lacked to offer a good PPC rate (pay per click) or any other payment rate to webmasters. Their interest was to choose the most paying advertising network. Generally the Google AdSense/ad words is the most interesting for websites with moderate visits. The choice of the advertising method depend on the type of website ,the behavior of the users and the number of visits.
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We will use multiple type of advertisement since each one offers its own advantages. For all the phase a basis of CPC advertisement will be published .We will use the Google adwords program it is the most developed advertising network on the web. It allows our advertisement to appear on other websites and on the best spots on the google search results for the selected keywords.
Our choice of keyword is the following: Glamour , robes de soires(evening dresses), robes(dresses),boutiques de luxe, luxe .Google allow a regional target , the ads will only appear for Moroccan visitors.
Different types of social medias:
We distinguish different types of social media:
blogs social bookmarking micro blogging video sharing social news websites.
PROMOTION PLAN FOR EVA DANIELLE All these medias will be used in order to achieve a good rank in Google search result and increase visibility of the brand on the web. They do not necessitate a particular investment except the cost of developing templates specific to these services and managing them with administrator, they will for example manage the comment system.
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Corporate Website:
The use of a website is a must for an international luxury brand. EVA DANIELLE already has a web presence with: Website in English Facebook page in English Twitter account in English Youtube channel A blog in English An online shop
PROMOTION PLAN FOR EVA DANIELLE This presence has to be duplicated to address the proper audience. Regional page has to be created for Facebook and all social websites.
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Creating regional pages is widely used by other firms. BMW has more than 60 regional pages.
For its regional corporate website: EVA DANIELLE has two choices: create a new website totally dedicated to their Moroccan customers or integrate French in the existing website.
However the following domain names have to be purchased in order to avoid future lawsuit problems and to have a better control on the image of the brand and the positioning of the website in Google.
We highly recommend the following domain names to be added to EVA DANIELLE portfolio. Evadanielle.ma
PROMOTION PLAN FOR EVA DANIELLE Eva-danielle.ma
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The importance of the domain name is not negligible to have a successful ranking in the search engines.
Whether the website is a new developed entity or integrated in the actual corporate website the domain names in .ma will have to point to the new created pages. Most of the Moroccans use Google.co.ma which is the Moroccan version of Google .The regional Google search engine has a good consideration of .ma domain names since it gives them more importance than other countries domain names in the search results.
SEO search engines optimization
Since the actual website evadanielle.com is not using the French language, new sets of keywords in French have to be chosen in order to use the best SEO techniques. These keywords will help the new created website or the actual adapted website to show in the search engines when these terms will be searched by users.
SEO is a set of good techniques to implements to a website in order to be ranked in the search engines in the best positions; it will better rank the website without having to pay for it.
The chosen keywords in French are listed in the following table with their translation in English.
Keyword in french evadanielle eva danielle haute couture mode
translation evadanielle eva danielle haute couture fashion

mode maroc haute couture maroc fashion maroc kaftan maroc robes de soirees robes cafan maroc caftan kaftan caftan 2012 femmes du maroc lofficiel fashion morocco haute couture morocco fashion morocco kaftan morocco Evening dresses dresses cafan morocco caftan kaftan caftan 2012 women of morocco (the magazine name) lofficiel (the magazine name)
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Note that we chose different keywords from our paid advertisement through the Google adwords network. We will spread the risk among more keywords giving us the opportunity to attract more consumers.
In the first and second keyword, the name of the brand will help to show first in the search results when someone will type evadanielle or eva Danielle, that would keep the website easy to find for someone who knows the brand or a customer trying to reach the website.
Haute couture ,mode ,mode maroc ,haute couture maroc , fashion maroc will target searches in the sector and search specific to the sector in morocco.
Kaftan or caftan keywords will target customers interested by our indirect competitors since kaftans are very popular Moroccan traditional dresses, A kaftan show is even organized every year with a defile and international top models. Kaftan can also be very expensive. Femmes du Maroc and Lofficiel will target searches about the two magazines which have the same target in terms of customers.
PROMOTION PLAN FOR EVA DANIELLE Monthly searches of the selected keywords for the Moroccan region (source google adwords)
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That would represent a potential of 9704 visits through these keywords.
The EVA DANIELLE blog
A new blog is needed since articles from the actual blog in English would not address directly the Moroccan consumer. A blog builds a close relationship. It is a way of talking directly to the consumer. A blog is not a corporate website, so it will allow interaction with users through comments. These comments have to be moderated to avoid any damageable comments.
PROMOTION PLAN FOR EVA DANIELLE Blogs based on the Wordpress platform have a better potential of good search engine visibility since they are very well accepted by search engines such as Google .The variety of articles and subjects will drive much more visibility to EVA DANIELLE.
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The Company new Blog will be used as an aggregator to all social Medias and internet presences. The blog articles will be directly have an excerpt published on the Moroccan Eva Danielle Facebook page. The comment system will be shared among the blog and Facebook allowing both blog users and Facebook users to view the same comments. It will show for example a Facebook widget will the latest registered fans of the page and the possibility to become part of the fans simply by clicking on a button.
PROMOTION PLAN FOR EVA DANIELLE Twitter will also be integrated, it is a widely used in Morocco since it is ranked 36th in the top visited sites for Morocco (source alexa.com) , the streams of the latest twits will be directly viewable on the blog, a second widget will show the latest registered followers of the companys twitter page; allowing the users to become a follower very quickly and easily.
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YouTube will also be integrated to the blog, videos will be directly inserted in the posts (articles), to view all videos users will simply go to the YouTube channel of EVA DANIELLE which will regroup all videos classified by playlists such as :
-fashion TV shows
-press conferences.
Each of these social Medias allows customizing their pages .A consistency between the Logo and corporate colors will have to be followed. Templates will be used for all the social media pages.
New Medias
Blogs
The blogosphere is very active in Morocco .
PROMOTION PLAN FOR EVA DANIELLE TOP 11 Moroccan Blogs (Alenzio social ranking since 2005)
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PROMOTION PLAN FOR EVA DANIELLE Blogs are in important source of information and sharing for Moroccans, in the previous table that ranked the website by their popularity for Morocco that the blogging platform BlogSpot has been ranked in 9th position.
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TOP 10 most visited websites in morocco 2010 (source alexa):
Facebook
Description
Use of wealthy people
We will use Scott Galloway Study on Facebook, he ranked the top 100 most popular brand Facebook pages using a unique methodology.
Scott Galloway called its ranking Facebook IQ and ranked the official pages of the 100 most popular bands Facebook pages based on 4 criteria:
1. Size and Velocity - Size of community and use of platform functionality. This includes the number of likes and the growth rate. 2. Programming Brand content, responsiveness and creativity. This includes content variety and customized Tabs and interactive applications 3. Engagement Fan reaction and interaction. This measures elements such as the percentage of community likes and the number of fan posts 4. Integration Integration of Facebook across brand digital platforms. This looks at utilization of the like and share buttons on external platforms and incorporation of additional social media properties
PROMOTION PLAN FOR EVA DANIELLE The study gives us a better rating system for ranking Facebook pages. It will not only rank the Facebook pages by their number of fans , but it will also incorporate the companys behavior and the user involvement. Facebook and other social medias are not only another way to advertise your product but it is a social tool. A tool that helps the company establish a very close relation with its customer and the community. Its not a one way presence communication tool.
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PROMOTION PLAN FOR EVA DANIELLE We will follow Scott Galloway Facebook IQ to establish a Facebook presence. For that we will use flash templates to build the Facebook page .We will use the Facebook page customization to the maximum. We will keep the colors logos and other design elements that refers to EVA DANIELLE.
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GENIUS: BMWs has been ranked top 1 Facebook page; it uses the full potential of Facebook.
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We will use different ideas taken from what the best did to reach a good Facebook page quality. First we will have the best animation format to have the best ergonomic pages and the best possible design and animations: Flash seems to be the greatest technology, its used by all the top Facebook page. It offers a high customization possibility. We will not let a free access to the page, allowing only visitors who liked the page to enter; it will grow the number of the community at a faster pace. We will attract new fans by the integration of widget to the regional website and blogs. A constant rate of posting will be held, videos, articles, links will be posted at a frequency of 1 every two days. We dont want the use to consider our posts as spamming .Of course articles and posts will not always refer to EVA DANIELLE brand.
PROMOTION PLAN FOR EVA DANIELLE EVA DANIELLE will benefits from its partnership with the group AKSAL , the Morocco Mall has already a Facebook page with a good community of 77 230 users.
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AKSAL has already the ability to post on the personal pages of 77 230 users interested by the mall. They have been conducted promotion on their pages for several other stores in the mall.
Outdoor advertisement
Outdoor publishing will be used in all our phases of promotion.
In the development phase it will first show on the future shop emplacement an advertisement informing the customers of the future shop opening. The following example shows the future opening of a De Beers diamond store .This method of promotion has been often used for the last 10 years in Morocco. Mango or Zara two companies specialized in apparels for women have used it informing potential customers several months before the opening of the shop.
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Morocco Mall, the first location of the first EVA DANIELLE store in Morocco already uses this kind of advertisement. It will alert their loyal customers of the new shopping opportunities they will have.
Fixed outdoor panels: this type of Outdoor publishing will be used in Spots mostly frequented by our targeted market. We have chosen three spots on each of Casablanca and Rabat axes mostly frequented by the upper class. These spots are the best business avenue of Casablanca, the axis between the residential areas and working areas of the upper class which make these spots almost an obligated traffic passage for our targeted customers. The advertisement will clearly precise the location of the shops which, will be Morocco Mall. These advertisement will be sponsored by Morocco mall, minimizing the cost.
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Example of an outdoor panel in Casablanca
One of the chosen spot in Casablanca, at the intersection of several important avenues and in the middle of an upper class neighborhood, (see the concentration in swimming pool and the surface areas of habitations)
PROMOTION PLAN FOR EVA DANIELLE Other outdoors possibilities exists such as publishing advertisements on buses , but that is not suitable for EVA DANIELLE ,it is highly incompatible with its image of luxury brand.
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yes no
type of outdoor advertisment facade of the shop before opening outdoor panels buses or cars
use or not
The mobile phones have known a huge success in morocco, while there is only 9.46 fixed telephones for 100 inhabitants, there are 85 mobile phone subscribers for 100 Moroccans .The mobile network covers 96% of the Moroccan territory (2008). There are three operators: Maroc Telecom the former national communication company which has been privatized and is now owned by Vivendi , WANA and Meditel .
Mobiles phone offer an excellent access to an important part of the population. The market of mobile phone devices in morocco is very active .In the United states Eva Danielle organized a game by mobile phone to win 500$ to be used in Eva Danielle shop. Such a promotion will not at all fit for the luxury Moroccan market. Such methods are used in Morocco for bargains, and it could harm the perception of the Brand by Moroccans.
Television
Television is a media that we will not use for advertisement commercial, however, we will use television to broadcast for the events such as the fashion event that we will organize.
PROMOTION PLAN FOR EVA DANIELLE Reporting Facebook is a great tool for learning about its customers. The pages have a great analytical accessible to the owner of the page .It classify the users by age , gender and gives us great statistics about the performance of our page in term of fans growth rate ,virality of our posts , how much people have accessed to our pages. In addition, sales and the traffic generated by each promotion campaign will also serve as a good indicator of the effectiveness of the promotional efforts. Furthermore, in order to get a more qualitative understanding about the effectiveness of the promotion plan and its impact on customers perception of the brand, regular surveys will be distributed to customers. The surveys will help understanding how customers attitudes and opinion toward the brand and the impact of the promotion efforts on their perception.
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Eva Danielle Promotion Plan

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Running head: PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE Table of Contents

PROMOTION PLAN FOR EVA DANIELLE

Promotion Plan for Eva Danielle in Morocco

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE 1. Couture:

3. Corsets and Tops :

PROMOTION PLAN FOR EVA DANIELLE 4. Skirts and pants:

5. Coasts and Jackets :

PROMOTION PLAN FOR EVA DANIELLE 7. Lingerie and Bikini:

PROMOTION PLAN FOR EVA DANIELLE

popularity. Discount brands cater to low-income consumers.

PROMOTION PLAN FOR EVA DANIELLE Creative brief

The TAGLINE proposals are : Soyez unique : meaning in English be Unique

PROMOTION PLAN FOR EVA DANIELLE

yes collections pictures +Press Release

Full page 1 per month x 2 40,000 magazines

Full page 1 per issue (monthly or bi monthly 50,000 magazine) x5 magazines

no same as corporate website

search engines SMS to AKSAL database no

10,000 once per 2 week

during the period before opening the

30,000 during all the period

PROMOTION PLAN FOR EVA DANIELLE

interviews yes information on future opening

50,000 10 top haircut

Percent of titles 63,93% 34,48% 0,23% 1,36% 100%

Number of Titles 280 151 1 6 438

Language Arabic French spanish Berber Total

PROMOTION PLAN FOR EVA DANIELLE

Percentage of Titles per languages

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE

The total impressions of magazines women oriented per language:

% impressions per language

Reaching the Press and Influence It

PROMOTION PLAN FOR EVA DANIELLE

PROMOTION PLAN FOR EVA DANIELLE

Additional emailing companies will be chosen on the following criteria

-Database quality: accuracy of the contacts. They have to be updated frequently

-Database specific to our target.

PROMOTION PLAN FOR EVA DANIELLE Radios in Morocco

PROMOTION PLAN FOR EVA DANIELLE

RANK IN WEBSITE MOROCCO CONTENT

Moroccan news website in Arabic

PROMOTION PLAN FOR EVA DANIELLE Arabic Blogspot.co 9 m Blog platform

Search engine and website directory

CPM (cost per mille)

For example a top banner in menara portal at 700$ per month

Different types of social medias:

We distinguish different types of social media:

PROMOTION PLAN FOR EVA DANIELLE Eva-danielle.ma

SEO search engines optimization

Keyword in french evadanielle eva danielle haute couture mode

translation evadanielle eva danielle haute couture fashion

PROMOTION PLAN FOR EVA DANIELLE

That would represent a potential of 9704 visits through these keywords.

The EVA DANIELLE blog

The blogosphere is very active in Morocco .

TOP 10 most visited websites in morocco 2010 (source alexa):

Use of wealthy people