ECO·OPA

Gabriella Lozano - Andrea Sánchez - Diego Cachafeiro - Emma

Payá - Maria de Unzurrunzaga

Marketing Fundamentals
Bachelor in Fashion Business and Communication
24.04.2023

1. Company approach: Diego

Firm’s mission, vision and values statements.
Context. Opportunities and threats
2. Objectives: primary and secondary: Diego
3. Business Model CANVA: Andrea
4. Target: Buyer Persona: Gabriella
5. Product Portfolio, Pricing strategy: Maria & Emma
6. Benchmarking, Brand position: Emma
7. Social Media Marketing: Maria
Introducción y conclusión:Gabriella & Andrea
Review and presentation: Gabriella
INTRODUCTION
We are pleased to introduce our brand, the ideal synthesis of elegance and eco-consciousness.
Our line of high-end handbags is made with the highest quality of sustainable materials because as a
company, we take care of the process: since the well-being of the animals from which the leather is
taken from after living a happy life to the moment when the customer receives the bag. We pay
rigorous attention to detail, reflecting our dedication also to the environment, as our carbon print is
one of the lowest in the sector.
Every bag is a statement piece designed for fashion lovers who values both style and sustainability.
Join us in embracing a new era of luxurious clothing that is at the same time classy and
environmentally responsible.

COMPANY APPROACH. Mission, vision and values.

MISSION
Our mission is the production of handmade bags of great quality, as well as the establishment of
ourselves as a sustainable and cruelty free brand. The search of the feminine empowerment is
important for us.
VISION
For us, we are opened to a society which is ready to a knew chapter of fashion. People that support
the sustainable way of living but without rejecting good materials and artisan ways of production. We
want to grow as a company, generating loyal customers, and changing peoples mind about the use of
natural animal fur.
VALUES
Our main values are the transparency created by showing our process behind our full activity, quality,
by showing the origin of the materials. We are a cruelty free brand, due to the way of obtaining the
materials as well as sustainable, as we are aware of the process, starting with the origin of the materials
up to the distribution.

CONTEXT. Opportunities and threats.

OPPORTUNITIES
· The Luxury Fashion Industry has suffered an increase of the 29% (Godoy, 2021) , which led to an
increase as well on the brands inside this sector.
· We take care of each part of our production method. This is why we can garantized a sustainable
way of producing, which is less contaminating.
· A segment of consumers which are aware of the planet problems, such as the contamination of rivers
and oceans, pollution and the excess of waste, will prefer a sustainable brand, which is aware of this
problems.
· Many brand are investing in sustainability. This is because the consumers are demanding that.

THREATS
· People against the ideas requested by the brands making pressure against the use of animal fur.
Manifestations are taking place in many places in order to get rid of the use of fur.
· Luxury brands of the same sectors creating bags with similar materials, selling them with cheaper
prices.
· The several crisis, inside the country, as well as those on the world, led to a threat to our activity.
War always have an impact in all the economic activities of the world.
· Away from the luxury brand, there is a massive industry os companies creating dupes, which are a
risk to our economic activity.
OBJECTIVES. Primary and Secondary Objectives.
Primary Objectives
Our main objectives is to reach the number of 100 bags sold in 6 months. We will carry out this by
advertising campaigns as well as taking advantage of our competitive advantage which is the full
transparency through the production.
To obtain the number of 300 loyal costumers in 1 year by advertising our products and by giving
them unique experiences such as visits to the farm or a detailed website.

Secondary Objectives
Our secondary objective is to be 100% sustainable in 2 years by establishing sustainable methods of
distribution, production and advertisement.
We want to reach 2000 visits to our store in a period of 6 months. We want to reach this with our
advertisement methods which are our official website and our social media platforms.

BUSINESS MODEL CANVAS

TARGET BUYING PERSONA

María is an inhabitant of the neighborhood of Salamanca who is 40 years old and has an income of
250.000$ / year. No kids.
She works at an international company as director of the social media and networking area.

Psychographic factors: knows marketing strategies perfectly, cares about the environment and nature,
knows about fashion.

Behavioral factors: buys mainly luxury products because of her high salary. Plans her purchase in
advance with advanced research. Likes to make meaningful gifts to her loved ones. Look for
sustainable products as the first option.

Frustrations: does not have patience. Is not afraid of contacting the company if she is not satisfied with
the quality of the product.

Goals and motivations. Very focused on her job and her own happiness. Achieved independence at a
very young age and wants to maintain it.

Cayetana is 23 years old, her dad is the CEO of a millionaire company and her mom is the owner of
an art gallery. She does not have an income, since she finished university and decided to go 1 year to a
spiritual retreat in Thailand. In Madrid she lives in La Moraleja at her parents home.
She does not work, but is an influencer in social media.

Psychographic factors: Studied fashion design and her preference is sustainable fashion. She cares a lot
about the environment and how everything is made.

Behavioral factors: She prefers reused clothes, since she likes to make her own. But when she has to
buy luxury items she always goes for artisan and sustainable items.

Frustrations: Because of her attachment to the environment, Cayetana is very careful with nature and
does not stand any behavior that affects nature.

Goals and motivations: Travel the world and create her own sustainable fashion brand.
PRODUCT PORTFOLIO, PRICING STRATEGY.

Beauty:Toilet bags/jewelry bags

Travel: Handbags, suitcases, backpacks
Daily life: Luxury bags, wallets
Product mix with: 3 (Daily life, Beauty & Travel)
Product mix depth: 2 in Beauty(Toilet and jewelry bags), 3 in Travel (Handbags, suitcases &
backpacks) & 2 in Daily life (Luxury bags & wallets).
Product portfolio length: 8
Consistency: High. ECO-OPA focuses on the same users and has a low product variation since all of
its products are intended to store things for personal use.

Bags: ECO-OPA’s bags go from luxury to daily life use. They come in all types of shapes, from
smaller ones just for the fit of a phone or a wallet along with your lipstick to go out to parties or an
elegant event, to mid size bags that you can use every day and fit the essentials on them. They also
have big bags, in which you can fit a laptop/ipad for work, university…
Wallets: ECO-OPA has small wallets just for fitting coins in, wallets just for the use of credit
cards/dollar bills and longer wallets in which you can fit both coins/dollar bills and credit cards.
Beauty: ECO-OPA’s beauty line has small toilet bags in which you can fit the necessary things when
traveling, such as toiletries, hand sanitizer, toothbrush… They also have make up bags where you can
get all of your make up and they also have small hooks to hang your makeup brushes so that you can
leverage space on it. But the best of their makeup bags is that you can give them a double use and
instead of using them for makeup you can save your jewelry there (necklaces, rings, earrings…) and
use the hooks to hang your earrings.
Travel: You can find all types of sizes in ECO-OPA handbags. We have a special size for the
necessary clothes to take on a short trip and bigger ones in which you can fit shoes too.

PRICING STRATEGY
BAGS
> Direct cost
Animals (alimentation, care, production…) 178/animal
Labour 50
Labelled 0.20
Sustainable packaging 2.60

> Indirect Cost

Pattern (design and development) 50
Transport 2

> Final Cost

- Final cost 282,8

PRICE LIST
BEAUTY PRODUCTS TRAVEL PRODUCTS DAILY LIFE PRODUCTS
Toilet Bag 350 Handbag 625 Bag 650
Jewelry Bag 300 Suitcase 700 Wallet 200
Backpack 600
BENCHMARKING
Since we are a Spanish brand, we have chosen to analyze our main local competitors.
Eventually, when we open a new farm in another country, we would study the principal
competitors of the place, to adapt to the new market but keeping in all moment, our
objectives and mission in life.

BRAND POSITION
 SOCIAL MEDIA MARKETING

Advertisement in which it stands out the importance of craft work, family and nature. You get to see a
short film that takes place in a field during spring time, presenting some items of the collection spring-
summer 2023.
The first scene starts during winter, where you see an old man making hand made bags in his farm,
while his granddaughter starts to cultivate flower seeds. Later on, (already spring) you see the little girl
running down the hill while she is collecting her flowers. Once she is at the farm, the grandpa has
already manufactured the hand bags. The advertisement ends the image of the grandpa and the girl
laughing and hugging in the background while in the front it shows one of the bags with the flowers
in it.
The melody chosen tries to come alive the feeling of nostalgy and as the same time as security and
carness. The intention of the instrumental is to wake up a whole bunch of emotions that connect our
values and goals with our customers.

Melody (yesterday, The beatles)

https://www.youtube.com/watch
?v=jo505ZyaCbA

“Oh, I believe in yesterday”.

Keep the past as a memory to
protect and preserve the
future.

CONCLUSION

In conclusion, Eco Opa has a lot of potential to be successful in the market. By prioritizing
sustainability, quality, and style, we are filling a gap in the market for consumers who are conscious of
the environment and want to make a positive impact. We believe that by highlighting our
sustainability efforts we can create a strong brand identity that resonates with our audience.
We will also focus on building long-term relationships with our customers through excellent customer
service, personalized experiences, and a strong brand message. By fostering a loyal customer base and
creating a positive brand reputation, we hope to expand our reach and grow our business.

Bibliography

Godoy, M. (2021, 12 noviembre). El sector del lujo se recupera y crece un 29% en 2021. Business Insider España.
https://www.businessinsider.es/sector-lujo-recupera-crece-29-2021-963581

Alberdi, R. (2023). The 9-Step Business Model Canvas Explained (2023 Update). ThePower Business School.
https://www.thepowermba.com/en/blog/business-model-canvas