Summary

Like many other company, T’s ToTe has its own communication strategy which the
company follow all year around, it also outlines how it reaches the consumer of
purchasing the product and how they react to the product itself. This report is a first
insight into who we are and how we operate. It is a platform for a different kind of
engagement, both internally with our employees and externally, with our customers.

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Current Situation/ Background
T’s ToTe Purse a privately owned that was established on 5th August, 2015 is an entrepreneurial
business. Balentina Mes who is currently the owner is been very discreet about its business.
T’s ToTe, have principally devoted their communications to showcasing their products and their
creators, a discretion which has contributed to a sense of glamour around the brand.
Today, however, we want to share in more detail how T’s ToTe operates, we have been marketing our
product locally, nationally and internationally through out in Belize and Central America and the
commitments we have made as entrepreneurial business and how we collaborate with civil society,

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Overall Programme/ Project Objective

Goal - We aspire to be the market leaders in providing the best quality within 5 years from
the inception.

 Expand to other states and diversify into more fashionable product

Objective -To provide a sense of beauty accessories, elegant and fashionable bringing up for
women and young adolescent introducing timeless style.

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COMMUNICATION OBJECTIVES

 To communicate the highest quality and affordable positioning effectively using relevant
earned, gained and owned paid channel, that reaches out to our target, college girls to
mid age women.

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Target Audience
T’s ToTe has a successfully market segmentation. It is identifiable and measurable, our market
segmentation member is accessible to market effort and our market segment respond to
particular marketing effort in a way to distinguished it from other segment.

 Segmentation base on demographic

Middle class women from age 13 – 40 years old and also men to be shopped for their
girlfriend or their wife.

 Segmentation based on Geographic

Local, National and International through Belize and Central America

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Key Message Per Target Audience
 ‘To inspire and connect with women to put their best selves forward everyday’

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 Communication Mix

T’s Tote uses a mix of social media and traditional media channels to communicate with
their consumers. In order to do that, they’ve made some smart marketing decisions. They
have united their storefronts with their website, product that is on display in stores is
featured on the website. Using traditional mediums like TV commercials, Brochures and
Radio advertisement, to continue reach the masses. But adding their social media pages
Facebook and Instagram continues to elevate them to powerhouse status.

Website
 T’s Tote website is clean, easy to navigate, and it’s clear what their current deals are. Users
can easily choose to shop their Purses.

Facebook
 T’s Tote Facebook page is active and engaging. Their banner photo is consistent throughout
all of their social media sites, and their description is catchy using their logo as their profile
picture reinforces their brand, and their post content consistently reinforces their brand
identity.

TV Commercial
 TV commercials during the year, depending on the season. A few big times for them are
Valentine’s Day and Christmas.

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Promotion

As part of T’ ToTe promotional strategy, the brand offers incentives and discounts
during festive season/holidays and on a monthly bases Every 2nd week of the month It
start off at 10% until it reaches 50% on all the purses in store

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Budget

 T’s ToTe started with a capital of $500.00 as product started to sold out it now reaches at a
$5000.00 so the company is looking forward to be investing about $10,000.00 for the next
five years since the brand is been promoted/ advertised country-wide and internationally.

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Timeline

 What: Market Testing

Market Day

 Why: To test the product

To have product on sale

 Where: Independence Junior College

Independence Village (Triangle Park)

 When: 12TH November,2019

30th November,2019

 Who: T’s ToTe Purse Company

 How: Marketing Fair

 Target Audience: Adolescent and mid age women

________________________________________________________
 Objective: To provide a sense of beauty accessories, elegant and fashionable bringing up for
women and young adolescent introducing timeless style.

 Key Message(s): ‘To inspire and connect with women to put their best selves forward
everyday’

 Media Strategy: Website, Facebook, Instagram, TV commercials etc.

 Tools and Materials: Sewing Machine, Fabric Cloth, Zipper, Needle, threads

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Being On Brand

As a luxury and discretionary brand, T’s ToTe has created the right brand image for its
products and customers, the brand worldwide are vital to its sales The Brand image
also create how well we approach our customers on a daily base by in-house creative
marketing, visual merchandising, and public relations teams.

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Evaluating Success
T’s Tote is definitely a timeless brand, however, T’s ToTe trendy designs are still very
new to the market, and have not had enough on an impact just yet, this is mostly due
to lack of exposure, which would become ToTes main focus.
Totes is making a good job selling their products online, they are not very big on
social media, probably because their target group is a bit small. ToTe does not
necessarily need to focus on appealing to a bigger crowd, as Belize at this time due to
the current economy problem/high sale tax also Tote made a very good decision at
hiring qualified designer as their new head designer, because he is very creative, but
he also knows a lot about branding, and keeping a particular look. He will be able to
give ToTe that trendy touch that they desperately need right now, while still keeping
ToTe brand intact.
However, ToTe provides high quality products that are much cheaper in comparison to
other competitors, and they are able to attract the middle class consumers thanks to
the company’s strengths and customer loyalty. ToTe has maintained a respectable
popularity within the Central America thanks to their mindset, which is the reason
why our costumers always keep coming back to shop at our stores. ToTes remains a
popular brand and a have a bright future, we just need to keep up with new trends
and rejuvenate our brand without losing our original touch.

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Annexes
T’s ToTe was not only a fashion brand but it also had association with support
organizations which aims at educating less privileged women. T’ ToTe actively
partakes in CSR activities.

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Reference
Mes, B. (2019).T’s tote purses: Communication strategy.

Retrieved from:https://bmesking.wixsite.com/totepursesrence

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