1. Brand DNA/Brand Health analysis
  2. Brand History
  3. Brand DNA (vision, mission, brand promise, brand personality, brand positioning)
  4. Brand Health (4P’s, awareness, brand perception, issues, brand association, positioning map, perceptual map)
  5. Brand Core Values - functional & emotional benefits (VALUE = Benefits Over Cost)
  6. Company’s Vision
  7. Company’s Mission (Paths, the way what you want to achieve your vision, Who/What you really are)
  1. StyleTribute’s Marketing Mixes (7 Ps) Chart Summary
  2. Price
  3. Product
  4. Place (which sector & region they are operating in)
  5. Promotion
  6. People – employees, training people, HR, internal
  7. Process
  8. Physical evidence

Available – Theme Shop, Décor, attract attention, what do they have in the shop, what is the difference between you and others

  1. STP - Target Consumer (Market STP/Consumer STP)

a)Segmentation

b)Consumer demographics & Targets (Demographics, Psychographics, Geographics, Behavioral)

c)Positioning (Map)

  1. SWOT Analysis (converting weakness-strength/ threats into opportunities)

a)Strength

b)Weakness

c)Opportunities

d)Threats

Evaluation, how am I going to strengthen my strength, how am I going to convert my weakness into strength

WEBSITE:

StyleTribute is a shopping destination for the women who wants to change and refresh their wardrobe frequently, but on a budget.

Interview

- What are the target customers of StyleTribute? Do they have different groups of them?

Buyers: big majority 28- 40, milleniials not big group, don’t have the buying power

- Last time you told me that StyleTribute could track your own traffic, so what are average visitors of the website every day? And what are the average time they spend in the website? Do you have the conversion rate? Like how many customers go to the website convert to the people purchase?

Less than 3000 per day; look at around 180 products average. CONFLICTUAL

- What is the most popular category?

Bags, dresses, women – kids – mens growing organically – just launch

- What items they usually go for? Pre-owned or luxury?

Good condition products no matter pre-owned or luxury

- What are the average transaction value?

Around 600, more than 1 piece

- How many users have register in the website?

between 2000- 5000

(If yes) What are the sales figures last year?

2.5 times than the last year

- What percentage of marketing expense will be put into use every year?

Versus less than 10 % sales

- I read in the interview you did with Tech in Asia, StyleTribute has raised 1.4 million funding including the series A round. What do you expect to achieve with this? What is your plan?

Continue growing the group marketing budget. Improving app, sellers and buyers