Introductions:

Euro jersey is well known international brand known as a high-performing characteristics of its sensitive
fabrics. sensitive fabrics is highly adaptable fabric and made from start to end in one place .it has unique
qualities of intentness and Italian style manufacturing method, developed and patented By
EUROJERSEY.
It is a completely man-made fabric, Sensitive fabric used high LYCRA contents with combination of
polyamide microfiber, and this forms an extraordinary fabric that offers a great performance of its users.
International underwear, swimwear, fashion and sportswear brands choose Sensitive Fabrics not just
for its performances but also for the personality and style which distinguishes Italian-made products.
(Sensitive Fabrics. it)

Marketing communication
The central idea of marketing is of a matching between a companys capabilities and the wants of
customers in order to achieve the objectives of both parties
(marketing plans malcaln mcdonald)
"Marketing communications are the means by which firms attempt to inform, pesuade, and remind
consumers - directly or indirectly - about the products and brands that they sell."
(Kotler and Kellter)
The whole marketing is based on customer communication who are basically users of your product, it
very important for companies specially euro jersey they should communicate to customers who are
increasing diversifying in purchase power and looking for something unique. Today business needs to
create brand awareness to customers through marketing communications e.g. to individual customers
(B2C) or to business customers (B2B).
Marketing business plan is more than producing a product and deliver to its customer. It includes
marketing of its product, setting price of product, not only communication to its consumers but they
need to communicate with suppliers.
Marketing communications use personal and non-personal communications channels to create
awareness of its brand. There are many communications channels used by businesses to increase sales.
Marketing communications consist of eight main tools of communication

Advertising
Personal selling
Sales promotion
Public relation
Direct marketing
Interactive marketing
Words of mouth
Events and experiences
(Kotler and keller )

Where we are now..

Marketing communication analysis of EURO JERSEY .
Media is used to promote and communicate brands to customers.
Term media used as a tool of market communication, media can be defined as a facilitating
institution who suggest appropriate message with in the operative constraints of space
(Tyagi and Kumar, 2004, p.341)
I will analyze the marketing communication of euro jersey, Marketing communication analysis is a
process that identify organizations opportunities and threats and also collect information about
organizations strengths and weakness in marketing area and external environment where euro jersey is
operating. Its very similar to SWOT analyses companies use to scan the wider environment from the
company and wider business strategic unit but we use SWOT analysis to identify weakness and
opportunities in marketing communications of EUROJERSY. I use this Tool to analyze marketing
communication in three perspectives.
Competitors marketing communication analysis
Business to customers (B2C) marketing communications analysis
Business to Business (B2B) marketing communications analysis

Brand analysis:
Senstive Fabrics
Sensitive Fabrics is an established Brand in the field of warp-knit fabrics. Born from a patent developed
in-house by EUROJERSEY is recognized worldwide as a symbol of quality and excellence of "Made in
Italy".
Its exceptional versatility makes it indispensable for the well known brands of the Underwear, Swim,
Fashion and Sportswear. (EUROJERSEY WEBSITE).
Essentially one fabric product is produced. Brand name Sensitive. A trilobal yarn in matt, superdull and
silky. The only thing that changes is the weight. Lightweight for lingerie 89gm up to 320gm for
sportswear and outerwear. Classic Sensitive 165gm that is used in swimwear is offered in 100 colours of
which the company keeps in stock at all times. Custom orders of special colours can be delivered in 6-8
weeks.
Eurojersey is very conscious of the environment especially as their product is manmade. They make
every effort to reduce consumption of power and water in the manufacturing process. They use solar
power to heat and light the offices.

Brand Essence:
Brand vision:
A consumer entering a store asking for the Sensitive brand.
Brand Mission:
To create the best performing fabrics/garments with the lowest impact on the
environment.
Brand Promise:
We pride our association with leading brands, major retail chain stores and ultramodern
sports training clinics for supplying our high quality and tailor-made apparels. (Fibre2fashion.com)
Brand Equity: the power of the brand resides in the minds of the customers.
((Keller, 1998), van Riel et al. (2005)) Creating powerful brands 4th edition page 162
What eurojerseys brand providing benefit and emotion to its customers and adding value to
customers is brand equity.
Read more: http://www.ukessays.co.uk/essays/marketing/nike-brand-equity.php#ixzz3KOvdYRui

Brand position: Consumers build brands, not companies.

Brand Personality : EUROJERSEY is well known at International level for the high-performing
characteristics of its Sensitive Fabrics.

Brand identity: The Sensitive Fabrics Brand characterizes the unique identity of a product created
entirely in Italy with characteristics which represent the best of Italian creativity, both for the technical
know-how developed and for the authenticity of the style.
(http://www.sensitivefabrics.it/Fabrics/Marchio.aspx)

Brand Loyalty :
The focus for our customers is always on comfort. This is one of the reasons why we like to use
Sensitive Fabrics for Vera Mont collection: our customer loves this fabrics! They not only offer
the convenience and elegance advantage, but at the same time they are also breathable. This is
especially true for clothes for special occasions, when often people dance ... a not to be
underestimated advantage (HEIKE SCHAIBLE PRODUKTMANAGER OF VERA MONT)

Marketing communication SWOT Analysis of Euro Jersey :

SWOT Analysis is useful technique to understand the strengths and weaknesses from internal
environment and to identify opportunities and threats from competitors and external environment for
Eurojersey. (Appendix -1)

Strength:

EUROJERSEY offering a beauty cream (A-Cream) to their wearer, this saves skin from rashes

EUROJERSEY is using JUST IN TIME (JIT) delivery system that 100% stock available all the time
through out of the year.
EUROJERSY logistic support system is so strong and guarantee for ready dye fabric specially Italy
and Hong Kong.
The sensitive Fabrics all ranges is developed by EUOROJERSY in Italy, only exclusive industrial
complex of EUROJERSEY.
Office locations in Europe, America and Asia also enable EUROJERSEY to guarantee an excellent
customer care and marketing service, as well as maximising delivery times of its exclusively
Italian-made products all over the world. ( eurojesrsey website)
Use latest technology to make their sensitive fabrics, that is not used by other competitors.
Euorojersey has strong relation with their customers, they feel proud to buy sensitive fabric, a
quality and innovative product.
Investments in technology, optimization of production processes and resource conservation
have created the project Sensitive EcoSystem.

Weakness:

EUOROJERSEY main marketing focus is on B2B, so direct sales to customers may increase their
brand worth
One weakness of EUROJERSEY marketing is push strategy, and trying to impose their product to
customer.
Marketing methods are traditional only using three types of marketing. E.g. company of moth,
PR, Brand hangs tags.

Opportunities:

EUOROJERSY is now exploring marketing opportunities in rest of world, marketing and focusing
on consolidate intimate apparel and swimwear market at international level.
They are expanding in new business opportunities. Offering distinguish more versatile
propagative of Sensitive, it will suitable for the widest variety of applications.
Sensitive has also revealed its surprising suitability for shoes, accessories and home furnishings
They need to develop more strong relation with customers and their partners.
Focus on sale to direct consumer and follow PULL strategy (Business to customer)

Threats:

Decrease 20% sales in Italy due to external competition , competitors directly sales to customers
(consumer).
European policies can influence on marketing strategies of euro jersey.
They are offering high price products, May affect may competitors price policy.
Depends on basic industry.

SOURCE (EURO JESY OFFICIAL), (Interview Mr Giorgio Crespi - Eurojersey S.p.A - Carvico Group)

Competitors marketing communication analysis:

Every business needs to compete market for its survival or growth, so firms must keep one eye
on their competitors;
if you dont have competitive advantage, dont compete Jack welch, a Legendry CEO
Any new or existing company in the market needs to aware about their competitors and should get
information about; Who are their competitors, company needs to decide which competitor is likely to
impact on EURO JERSEY business, it will depend on the factor whether it is local business or
international, their size of business, there are many models to identify your customers Porters five
forces is one of them will discuss later
What is the size of your competitors and how can they affect your business, what customer base they
have, competitors strengths and weakness may help you to identify their position their weakness can
give you competitive strength.
Its important to identify who are Eurojersey competitors. Always focusing on two types of competitors

Industry based competitors : who are defined as group of firms who are providing substitutes of
products or services.
Market based competitors: they bare defined Group of firms providing same level of
satisfaction to customers and directly competing with Eurojersey
(source: Marketing Module 4: Competitor AnalysisSandra Cuellar-Healey, MFS MA Miguel
Gomez, PhD Charles S. Dyson School of Applied Economics & Management College of
Agriculture and Life Sciences Cornell University, Ithaca NY 14853-7801)

Euro jersey Competitors analysis

EUROJERSEY
Overview and
profile

Competitive
advantage

EUROJERSEY is well known at

International level for the highperforming characteristics of
its Sensitive Fabrics. Behind
our success lies an
entrepreneurial spirit which
combines innovation and
constant attention to quality
with the sustainable
development of large-scale
production
Euro jersey has comparative
advantage over other brands
, Sensitive fabrics are the
results of an innovative and
qualified research, they have
technical properties and
unique characteristics vastly
better to other knit fabrics

Invista

VALISERE

A subsidiary of privately
owned Koch Industries,
Inc., INVISTA operates in
more than 20 countries
across North America,
South America, Europe,
and the Asia-Pacific
region. Explore INVISTAs
global locations.

Valisere has been meeting

the need of women since
1860. Valisere lingeries
unleashes a womens
fantasies

Main competitive
advantage is latest
technology that Invista
used to produce clothes
Offer competitive products
and technology that meet
the needs of its markets
using fewer resources
Analyze life
cycle impacts and
continue to develop
innovative products that
are long-lasting, have
recycled or renewable
content, can be recycled,
or otherwise enhance the
environmental
performance of end-use
products
INVISTA strives to
maintain a safe and
healthy workplace and
works to create additional

value within this

sustainability focus area.
(Copy from website0

Target Market

Eurojersey is targeting to
established brands eg. Calvin
klein and D&G

Invista is a parent
company it produces
through it subsidiaries.
Although it has its
offices and research
centers in all over the
world
Invista is one of the
largest company of the
world. It has more than
18000 employee and
operating in more than
50 countries.

VALISERE main target market

is direct consumers so they
sale through their stores and
online through website.

Market share

Annual turn over 50 million,

major portion of budget
allocate to B2B business.

Product &
Services

Eurojersey is offering to its

customers, the exclusive
knitted combination of
polyamide microfiber and
LYCRA numerous products
e.g. underwear, swimwear,
ready to wear and clothing
sectors.

One of the ways INVISTA

carries out its commitment
to innovation and industry
leadership is through a
large portfolio of well
established brands and
more than 4,400
trademark registrations
worldwide. INVISTAs
brands span across an
array of products: fibers,
fabrics, polymers, resins,
chemical intermediates
and specialty chemicals

It mainly deals with a wide

range of Bras and underwear
for women.

Distribution
channel

Eurojersey are selling its

products at international
level they have their own
office or local reprehensives.

It has its own

distribution centers as
well exclusive
distributer all over the
world

Stores around the brazil with

strong product range and
online sales.

Achieve aggressive growth in

the market

sources:
http://www.sensitivefabrics.it/Eurojersey/Azienda.aspx
http://www.invista.com/en/brands/index.html
http://www.valisere.com/

I will use Peters five forces model to evaluate eurojersey competitors analysis:
Eurouesry is facing difficulty from NEW ENTRANCE:

Lots of competitors are coming out with similar fabrics, particularly the Chinese who have tried to
copy the Sensitive fabrics over the last 10 years (Eurojersey notes), so they need to target direct
consumers to compete new entrance who are entering in same market.

Eurojersey should communicate and overcome these problem otherwise in near future Eurojewrsy will
lost market share, some recommendation I give in my analysis how Eurojersy can overcome these
problems

Bearer to Entry:

Enter into low cost country to minimize its cost.

Sell direct consumers to get maximum market share, new entrance will discourage to invest
Registered its product as a obtain patents.

Market Rivalry:
Many competitors allover the world are entering sensitive fabric industry, china is trying to copy
sensitive fabrics from last 10 years this would decrease euro jersey sales. (ueurojersy notes)

Customers analysis:
Consumer behaviour is the study of how people buy, what they buy, when they buy and why
they buy.
(Kotler 1994)
Customer analysis is important and key to success for organization, customers satisfaction is the key
focus of market-oriented firms. Development of marketing strategies, begins with customers, firms
wants to know how and why their target customers buy.so they need to considfer during marketing
plans.

Customers behavior.
Cultural traits
Social traits
Personal traits
Psychological traits.

Many organization use mainly two marketing techniques

Business to business
Business to consumer

Business to business (B2B)

Eurojersey is currently focusing on Business to business strategy, Eurojersey are good at marketing
themselves to businesses, However 40% is already accounted for on trade shows which leaves 60% of
the budget to be split on consolidating their B to B marketing activities e.g hang tags, print advertising to
trade, PR agency and press events, collaboration within certain brands and investing in the sustainability
programme. (Eurojersey notes).
Marketing methods are so simple their marketing activities involves press events, company of months
and printing hang tags.
We collaborate with our customers and suppliers in order to involve end customers and make them
more aware about environmental issues. We organise initiatives and events together with our partners
(Eurojersey website)
Eurojersey offering its fabrics to developed brands all over the world but now trends are changing
competitors are focusing direct consumers and so eurojersey should change their marketing strategies.
Major customers includes:
Calvin Klein
D& G
Victoria Secret e.g

Business to consumer : (B2C)

EuroJersey is not offering its products to direct consumers, this leads to lost of revenue
Unfortunately, in general terms the performance of the Italian textile industry has registered a 20%
decrease in total turnover in the last months. This is mostly due to increasing competition from the Far
Eastern countries. At consumer level, we have a strong reduction of purchases.
(fibre2fashion: Mr Giorgio Crespi).
Now they realized that they should move to consumer market.

Where we do want to go.

Objectives:
Regular marketing and promotions objective is to create awareness, absolute relevant for
brand development. It also creates understanding and increase the value of eurojersey
products.
Eurojersey is spending its 60% marketing budget on business to business marketing approach,
and following pull strategy (eurojersey notes)

but now they need to expand its business and they going to collaborate and making contracts in
different courtiers to sale their products , objective includes growth in market share and increase sales
revenue. Many tools are to measure objective include PESTEL ANAYSES and PORTERS FIVE FORCES.

Euro jersey is entering into Brazil Latin America

Benefits:
Brazil is growing industry specially in fashion and nightwear. Brazilian market crossed more than 900
million consumers they have enough money to consume, in future Olympics and FIFA cup will support
euro jersey brand.
Brazil emphasis to provde opportunities to private firms and truy to remove barrier to entry.
Government regulating fashion industry. Brazil is one of greatest economy in the world after great
Britain. Brazil is one of the sixth biggest textile and fashion industry of the world they employed more
than 75 % women in fashion industry.

Barrier to entry:
Although access to Brazil fashion industry give benefits to euro jersey but there are some problem that
Euro jersey will face when it enters in brazil. Brazil is high cost market although it is growing industry but
less opportunity to make huge profits. Boston consulting Group estimated that Brazil is growing as well
its so expensive in term of labor and material. Transaction cost is also high and its big barrier to
international investor it can be removed by collaboration with local firm.

http://www.economist.com/blogs/economist-explains/2013/09/economist-explains-15
http://www.culturalexchange-br.nl/mapping-brazil/fashion/brazilian-fashion-market

Eurojersey entering in INDIA- ASIA

Benefits:
Objective OF Eurojersey to maximum market share by entering into different international markets. So
India Is good opportunity for Eurojersey its a developing country with worlds second largest
population. India is growing in innerwear industry and low cost industry its a big opportunity for euro
jesry to enter in this market this can support eurojersey to fulfill its objectives. A key factor
characterizing the huge growth in India market by big brands all over the world

Barrier to entry:
China is Neighborhood country of INDIA, China is offering less expensive sensitive fabrics that exports to
India, so Eurojersey may disadvantageous from this. Again this barrier can be removed by collaboration
with local companies e.g. page industries ltd, Rapa and company.

How do we get there.

Strategies and recommendations:

EuroJersey is planning to move consumer marketing before this its main focus on marketing Business to
business marketing strategy. Euro jersey needs to define its target market where they can sell their
product. A market strategy is a plan how to manage target market.
I will recommend following strategies to Euro Jersey for it sensitive fabrics to sale to end consumer.

Boston Consulting Matrix

PROTER Generic strategy
Product /Market Opportunity Matrix
Ansoff Matrix

Ansoff Matrix: (Appendix -2)

The renowned tool, the Ansoff matrix first appeared in print in the Harvard Business Review in 1957. It
was subsequently published in a book by Igor Ansoff called Corporate Strategy in 1965.
(Ansoffmatrix.com).
Eurojersey can use Ansoff matrix to enter into new marketing plan .

Market Penetration:
Eurojersey is selling a wide range of products to business customers in UA and Italy , existing product to
existing market will not give any competitive edge to euro jersey as they are planning to go new markets
and want to sell to direct consumer.

Market Development:
Market development mean existing product in new market, so Euro jersey plans to enter into new Markets this
might give competitive advantage to euro jersey new marketing plan. By adopting this strategy Euro jersey cannot
seek new customer.

Product development:
I review Euro jerseys plan they are not planning to produce new range of products, so developing new
products with existing market strategy will not suit eurojersy. I will not recommend this strategy.

Diversification:
New product with new market is diversified strategy as I discuss its not euro jersey plan to develop new
product .this is not suitable strategy.

Recommendations:
I recommend eurojersey to adopt market development from Annsoff matrix as they want to enter new
markets e.g. Latin America AND Asia with same product sensitive fabrics.

BCG Matrix:
BCG matrix produces by the Boston consulting group in 1970. (Appendax-3) This is developed a
strategy based on market growth and market share, so I proposed Eurojersey to consider BCG
matrix during preparing marketing strategy for Business 2 2consumer marketing.

Star:
those products that have large market share and growing industry, euro jersey sensitive fabric
is growing industry so they should sell in international market they can attract customers by
entering new markets.

Cash cow:
Eurojersey is proffering four segments underwear, swimwear, sportswear and ready to wear.
So there is no information which product is more selling brand but cash cows are products that
have more market share but slow growing industry, I suggest that product doesnt need further
investment it will drain of resources.

Question Marks or problem child:

Those products have little market share but growing industry, Euro jersey should focus on
products thar are selling in very small market should sell to other market e.g. Latin America and
ASIA.

Dogs:
Products with samall market share and slow industry growth, Euro jersey should ignore or dislaunch these products. Euro jursey is not producing such products.

Recommendations :
I recommend Euro jesry sell its products to consumers featured Stars or problem child shoud
refrain from further investment in Cash cows and Dog products.

Porters Generic strategy :

Michal porter proposed generic strategies in 1980. (Appendex-4) That outline in three major
strategic options open to organizations that wish to sustain competitive advantage.
Sources of competitive advantage are- are the products differentiated in any way, or they are
low cost producer I an industry, companys focus is narrower or wider or niche.
(http://www.youtube.com/watch?v=ndARJzmKras)
Euro jersey is going in new market before moving they should analyze their product according
to porters generic strategy which strategy suit euro jersey.
My recommendations are based on following strategies.

Cost Leader:
Euro jersey is producing expensive innerwear that are luxuries and it innovative work ,
expensive sensitive fabric make its product so expensive, so cost leader strategy will not suit
euro jersey, if they sell their products to direct consumer low cost will lead to low profits. In
future euro jersey may achieve economies of scale by selling at mass level but initially they can
suffer from low profits. So I will not recommend low cost strategy.

Deferential strategy:
Deferential strategy is, where a firm sell unique products to customers, where customer will not
bother about price. Euro jersey offering sensitive fabric that is innovative and they reserve their
copy right so difficult to copy as sensitive fabrics. So euro jersey should adopt deferential
strategy , customers around the world who are passionate to buy sensitive fabric will buy from
euro jersey regardless what price is, but euro jersey should not compromise on quality of its
sensitive fabric.

Market segmentations /Focused strategy:

Euro jersey is currently adopting focused strategy; they are offering their products to establish
brands only not direct consumers, Euro jersey make contract with their business partner to sell
their sensitive fabric. Focused strategy is narrow scope and focus only targeted customers and
markets.

Recommendations:
Euro jersey has to come out from focused customers and markets they should enter into

international market to sell their sensitive fabric to end consumers, I recommend deferential
strategy with deferential product into wider market.

Detailed plan how Euro jersey achieve its objectives:

Integrated marketing plans
The concept of Integrated marketing communication recognizes the merit of different marketing
communications disciplines, and the value of using appropriate combinations of these disciplines
to maximize the effect of organizations communication that customers encounter through
clearly and consistently (belch ad belch, 2009:11; Due Plessis et al 2005:10). Appendix -5
Euro jersey is currently following Push strategy selling products to its business customers (B2B)
strategy. Although euro jesrseys sensitive fabric is unique and innovative products and they are good in
business to business marketing strategy but in 20th centuries business are rapidly emerging and customers
needs are changing traditional way of running the business is now obsoleting traditional business are
emerging in new methodology, now businesses are offering their products to end consumer at their door
step. Euro jerseys competitors are selling products to direct consumers rather than only businesses.
B2C marketing strategies are somewhat different from B2B strategies , if we see object of marketing
Selling message to end consumer as in Business to Business and Business to Consumer is almost no
different
so both types of marketing is complex as Euro jersey is entering first time direct consumer market so they
adopt basic 4 Ps Strategy ( Product, price, place& promotion). Following information support Euro
jersey to enter into B2C marketing strategies.

Product base strategy:

Euro jersey is currently selling its four segments Underwear, swimwear, sportswear and ready to
wear to customers who are establish business and well-known brands. All sales bears company
logo and Made by Italy. B2C is product driven strategy, Euro jersey will not only try to sell its
product but also resolve customers problem and fulfill their needs what they love and why they
buy sensitive fabrics.
Customers prefer to buy products with high quality innovative and unique characteristics. Euro
jersey must focus on continuous improvement product quality.

Price base strategy:

Customers prefer products that are available and highly affordable. B2C marketing strategy often
based on discounts you have to offer discount on occasion e.g. Christmas, New years Eve and
Olympics etc. but if EUROJETRSEY product introduced as a sign of status or prestige then don
need to offer discount customer will buy at any price offered by eurojersy e.g. designers jewelry.
Then euro jersey cans main prices to keep perception of quality and prestige. One example is

authentic Swarovski Crystal ornaments and jewelry, they offer similar price at their all stores all
over the world on every product, and they dont discounting.( www.swarovski.com/)

Place based Strategy/ Distribution strategy:

Currently Euro jersey is distributing to limited businesses in EUROP, ASIA, AMRICA, ITALY. Major
countries include INDIA, CHINA, KORIA,FRANCE, USA etc. As I discussed earlier Euro jersey is
selling only businesses rather than customers, they need to spread their business in all over the
world through chains, stores, collaborations with local business and online sales.
Euro jersey create distribution channel and places that accessible to customers and also suit for
eurojesrsey business with cost benefit analyses. Sometime business overlook cost benefit
analysis create outlets as many they can everywhere as a result over expansion business
collapse recent example collapse of Australian chocolate Darrell Lea, they diversify their
product and distribute chocolate to a huge geographical area and create expensive distribution
networks. Source: www.dailytelegraph.com.au
In coming 12 months at least, Euriojersey should spread their retail business in main capital and
major cities of the countries especially in Brazil, UK and USA rest of states.
I suggest in my plan to focus on Web 2.0 marketing business model with retail shops. I will
discuss later that internet selling needs shipping specialty and infrastructure. But other options
are available e.g. marketing venture with amazon.
Regardless Euro jersey what method of B2C marketing they choose; they must monitor and
maintain strong relation with distributors and channel partners.

Promotion strategy:
To make promotion strategy is key to success for Eurojesey how they get there. So promotion s main

objective is to Create awareness about sensitive fabrics .customers receive many advertising
messages from different brands your message should be clear and concise and attractive that
attract consumer and customer buy your product:

Before I recommend tools and how eurojersey achieve their objective. We need to define euro
jersey TARGET MARKET . Euro jesey want to focus on consumer market so its ot possible to
market everywhere all over the world, Euro jersey brand is differentiated brand so they should
move developed countries and growing market of countries of ASIA e.g. INDIA , PAKISTAN.
These market will response to company Brazil is also a growing market. So euro jersey need to

target to its customers.

The objective of promotion is creat AIDA:

Awareness : Euro jersey create awareness among customers about its product|
Interest: this is one of the tough task, first create attention, when they give you more
time then deliver your message
Desire: once you create interest then in second stand create desire to buy product
Action: Finally, be very clear what you want to convey for example visit our website.
www.senstivefabrics.it
source:(www.mindtool.com)

Now I need to identify tools that will support Eurojesrsy to communicate with customers.
The Communication tool is a useful tool for euro jersey to communicate with direct customers
in B2B strategy Euro jersey was using three activities to market its products; a) branded Hang
tags, b) company of the month, c) PR campaign editorial in consumer magazines.
As I discuss B2C marketing strategy is different .|
"Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers - directly, or indirectly - about the products and brands that they sell." (Kotler
and Kellter

There are two communication channels: Appendix -5

Personal Communication Channel

Non personal Communication channel

Source: Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice
Hall, 2009), 473

Advertisement:
Euro jersey needs to advertise it brand sensitive fabrics, this is very useful all the time for example
ads are on television, on Radio, in magazine , in news [paper ,in train station, public place
everywhere TV, radio and newspapers are available .
Advertising on the Internet is also a consideration for the marketing communications mix of any
business with a web presence. According to Lorrie Thomas, author of Online Marketin.
There are many other online and offline media for advertisement, I will discuss later.

Sales Promotion:
Euro jersey is new in consumers market so they need to initially offer discounts to customers, gift
hampers, and lucky draws every month for regular buyers.

Public relation and publicity:

news stories and articles in news paper are mor affective than advertisement, Euro jersey
should use their Public relation from other customers and send press kits to media houses
to promote their product and dont forget to print their logo and website address on press
kit, charities another way to come in news . Eurojersey already contributes to saving the rainforest
and they are also sponsors of the Woodland Trust, the patron being Sir David Attenborough. There are

many other platforms where Euro jersey can advertise itself e.g. speeches, seminars, newsletter and
community relations. Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson
Prentice Hall, 2009), 472

direct Marketing:
Direct marketing is the promotion of sensitive fabrics from euro jersey to direct consumer and
business user without the use of any channel. Euro jersey can use alternative direct marketing
techniques, messages to individual customers and inform them any new arrival, messages are more
up-to-date. Email and telemarketing can also be used.

Personal selling:
Euro jersey has already establish brands who are potential buyers, Euro jersey selling luxury fabrics
so personal selling will not suit it, but they need individual sale persons to directly communicate
with individual customer face to face, this can build good relation with customers.
Interactive Marketing:
Interactive marketing refers to online activities and programs designed to engage customers or

prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and
services.
Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009),
472

Everything is personalized and individualizedfrom the website content to the products being
promoted
Dana-Nicoleta Lascu and Kenneth E. Clow, Essentials of Marketing (Mason, OH: Atomic Dog Publishing, 2007), 558.

Forrester Research forecasts that interactive marketing expenditures will reach $55 billion by
2015, accounting for 21 percent of all expenditures on marketing. The greatest growth is
projected to come from social media, with the next biggest growth sector being mobile
marketing.
Joe Mandese, Forrester Revises Interactive Outlook, Will Account for 21% of Marketing by 2014, MediaPost
News, July 8, 2009, accessed December 1, 2011
,www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109381.

Interactive marketing is more useful tool to communicate with customers. I suggest Euro jersey in my
plan to adopt these tools to deliver its brand awareness to customers. Euro jersey has following online
opportunities to communicate with its prospective customers.

Websites:
Euro jersey is using three websites corporate, sensitive fabric and sensitive ecosystem . there no
online buying option I strongly recommend Euro jersey design another website purely for online
buying and make links among all websites, upload 3D images with price that consumer can easiuly
access as well ability to make transaction and website must be secured and ability to take online
orders. Otherwise create options in existing

Online communities:
Euro jersey must create community pages that customer can like. Euro jersey already has a face
book fan page with 2585 likes . This has a visibility to the final consumer as well as the manufacturer
and brand. New Facebook page should be for visible to all consumers. Victorias Secret is one of
Facebooks biggest players: Clocking in at 18.5 million fans, it ranks number 18 among all brands.

Sponsorships Internet-specific ads and videos:

This technique is commonly used in marketing euro jersey can sponsor any content or video, as
videos are played euro jersey advertisement will appear, you tube and face book is best for
sponsorship

Alliances and affiliate programs:

Euro jersey has already alliances with various businesses for B2B purpose. For online selling they
can alliance with E bay or amazon to online sales its sensitive fabrics.

Search ads:
The two major categories are Search Ads and Display Ads. Search ads has a dominating marketing
share today

Interstitials
Mobile marketing:
Its a frequently used for e marketing

Microsites:
Euoro jersy can develop link within most visited websites, customer can use link to visit euro
jersey website.

YouTube video marketing:

Euro jersey already has You tube videos in 6 Episodes, Episode 1 is a teaser. 1-5 are dedicated
to a special department but the language is aimed at the consumer B to C. explaining the production
cycle.

Word of mouth:
word of mouth becomes now word of mouse.

Marketing activity

Date of
review

Monitoring methods

Review outcomes

[Print advertising, online

advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.]

[e.g.
Month/Year]

[What tools did you use to

measure/monitor the impact
of your marketing
activities?]

[What were the results for

the promotional period?
What were your
sales/profit figures? How
many new/repeat
customers did you receive?
How many customers
visited your website?]

[Print advertising, online

advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.]

[e.g.
Month/Year]

[What tools did you use to

measure/monitor the impact
of your marketing
activities?]

[What were the results for

the promotional period?
What were your
sales/profit figures? How
many new/repeat
customers did you receive?
How many customers
visited your website?]

[Print advertising, online

advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.]

[e.g.
Month/Year]

[What tools did you use to

measure/monitor the impact
of your marketing
activities?]

[What were the results for

the promotional period?
What were your
sales/profit figures? How
many new/repeat
customers did you receive?
How many customers
visited your website?]

[Print advertising, online

advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.]

[e.g.
Month/Year]

[What tools did you use to

measure/monitor the impact
of your marketing
activities?]

[What were the results for

the promotional period?
What were your
sales/profit figures? How
many new/repeat
customers did you receive?
How many customers
visited your website?]

References:
http://www.sensitivefabrics.it/Eurojersey/Azienda.aspx
Marketing plans malcalan mcdinalds page 24
Kotler and keller (marketing a management)
http://www.fibre2fashion.com/face2face/eurojersey-spa-carvico/giorgio-crespi.asp
samples.jbpub.com/9780763783334/83334_CH02_5713.pdf
http://nraomtr.blogspot.ro/search/label/Marketing%20Management
http://catalog.flatworldknowledge.com/bookhub/reader/2861?e=cadden_1.0-ch07_s08
www.fibre2fashion.com/eurojersey/
Euro jersey notes extracted from Malan Italy

Appendex-1 (SWOT Analysis)

Source(http://articles.bplans.com/)

Appendex-2 Product/Market Opportunity Matrix (2)

Market

Present

New

Expand sales of
present
products in current
market by pricing,
promotion, and
distribution strategies

Present
Product

New

Develop new or
modified products to
appeal to present
market

Seek greater sales

of present products
from new markets
or new uses

Develop new
products aimed
at new markets

source (Evans & Berman Chapter 3)

Boston Consulting Group

Matrix

Appendex-3

Relative Market Share

High

High

Industry
Growth
Rate

Low

Low

??

Source:(Evans & Berman Chapter 3)

Appendix -4

SOURCE: http://www.mindtools.com/pages/article/newSTR_82.htm

Appendix -5

Choice of communication channel

CHANNELS
NON PERSONAL

PERSONAL

EVENTS

ADVOCATE

MEDIA

EXPERT

ATMOSPHERE

SOCIAL

PRINT
BROADCAST
NETWORK
ELECTRONIC
DISPLAY