Executive Summary执行摘要
本文的目的是制定ME＆CITY营销计划。 ME＆CITY是美特斯邦威有限公司在ME＆CITY2008年推出的产品主要集中于服装的男女，用附加的形式做一个补充的高品位城市品牌。服装风格的突出特点是简洁时尚。同时，ME＆CITY追求高品质的同时还有着不失竞争力的价格。
The aim of essay is to develop a marketing plan for ME & CITY. ME & CITY is a high-grade city brand launched by Metersbonwe Co. Ltd in 2008. The products of ME & CITY mainly focus on clothing for men and women, with supplementary of accessory. The prominent characteristic of costume style is concise and fashion. At the same time, ME & CITY pursues high quality but without losing a competitive price.
如众所周知，ME＆CITY的主要客户群定位是都市白领客户年龄划分在18至35岁，这也是重点的互补和延伸的美特斯·邦威品牌的校园风格。 经过近三年的发展，按照多品牌营销的方式，有成功的经验和其他诸多问题。 三年来，ME＆CITY为公司带来了5亿美元的亏损。 为了改变现状并发展品牌，有必要对其进行分析并研究进一步的营销计划。As is well-known, ME & CITY mainly aims to the customers of urban white-collar almost form eighteen to thirty-five years old, which is the important complementation and extension of Metersbonwe brand with campus style. With nearly three years development, according to the way of multi-brands marketing, there are successful experiences and many questions. Nearly three years, ME & CITY brings five hundred million losses for company. In order to change current situation and develop the brand, it is necessary to analyze it and research a further marketing plan.
Though introducing the background and current situation of ME & CITY, the author analyzes target market and makes a series of analysis, including marketing mixes, market, competitor and SWOT. Finally, the essay is to offer some suggestions for marketing strategy of ME & CITY.
Brief Introduction of ME & CITY
A new ME & CITY
The brand of ME & CITY belongs to Shanghai Metersbonwe Garments Co. Ltd, which is the sub-brand of Metersbonwe. ME & CITY is prepared formally in 2005, until 2008 it has been promoted the market. The new brand is clearly distinguished from campus style represented by Meterbonwe. The point of brand publicity is to serve growing customers of Metersbonwe and offer the clothing with competitive price. According to the operation of separate brand, the aim is to achieve multi-brand development. The company indicates that launching the new brand ‘ME & CITY’ is a behavior for conforming to the trend. In other words, in the past thirteen years, there are many loyal and young customers fostered by Meterbonwe. Nowadays, they grow up and enter the job market. Therefore, with the change of consumption habit and interest, new brand emerges.A classical Metersbonwe
Metersbonwe is a casual clothes brand created by Metersbonwe group in 1995. With a series of measures, Metersbonwe expands very fast and becomes the famous brand in China market, which is regarded as a wonder in the industry. The measures include as below.
To firstly adopt the style of virtual operation and develop a chain management way.
To use image spokesperson and greatly promote the brand image.
To set up and foster a stylist group with international standard.
To achieve an information network of E-commerce.
The slogan is almost well-known: not through the general road. The great success of Metersbonwe largely decides and affects ME & CITY.
Current Situation Analysis
Target market
According to the analysis of market segment, target market mainly focuses on the former customers of Metersbonwe, who now grow up and enter the job market. So, customer mainly locates in urban white-collar almost form eighteen to thirty-five years old, which is the further subdivision and extension of Metersbonwe’s target market.Current marketing mixes
Product: The products of ME & CITY include clothing for men and women, and accessories. There are six series in men’s clothing. They are casual, chic, formal, rock, funky and basic. There are also six similar series in women’s clothing as below: casual, chic, office ladies, rock, funky and basic. Parts of stores sale children’s clo
