Eva Danielle Promotion Plan

8/2/2019 Eva Danielle Promotion Plan

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Running head: PROMOTION PLAN FOR EVA DANIELLE

Promotion Plan for Eva Danielle

Abderazak Ouassou

Amine Benatahar

Ismail El Idrissi Echcharif

Kacem Bennani

Seddik Sosse Alaoui

Texas A&M University - Commerce


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PROMOTION PLAN FOR EVA DANIELLE

Table of Contents

Company overview: ...................................................................................................................................... 3

Brand and Product .................................................................................................................................... 4

Analysis of the Moroccan external environment ......................................................................................... 7

Social and cultural factors: ........................................................................................................................ 7

Languages: ................................................................................................................................................ 8

Education: ................................................................................................................................................. 9

Legal factors: ............................................................................................................................................. 9

Economic factors: .................................................................................................................................... 11

Political factors:....................................................................................................................................... 13

Technological factors: ............................................................................................................................. 15

SWOT Analysis............................................................................................................................................. 17

Competitor analysis .................................................................................................................................... 18

Direct Competitors .................................................................................................................................. 18

Indirect Competitors ............................................................................................................................... 18

Potential Entrants ................................................................................................................................... 19

Bargaining Power of Buyers .................................................................................................................... 20

Competitive Strategy: Broad Differentiation .............................................................................................. 20

Growth strategies ....................................................................................................................................... 22

Market segmentation ................................................................................................................................. 25

Product Positioning ..................................................................................................................................... 26

Its Unique Fabrics .................................................................................................................................... 26

Its Unique Clothes ................................................................................................................................... 26

Its Unique Collections ............................................................................................................................. 27

Standardization VS Adaptation ................................................................................................................... 28

Entry Strategies ........................................................................................................................................... 28

Promotion Objectives ................................................................................................................................. 29

Target Markets ............................................................................................................................................ 30

Creative brief .............................................................................................................................................. 31

Media strategy ............................................................................................................................................ 33

Reporting .................................................................................................................................................... 74


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Promotion Plan for Eva Danielle in Morocco

Company overview:

Eva Danielle Inc. is a high-end womens fashion line in which couture style meets casual

wear. As a family owned and run business, the Eva Danielle staff positions include head designer

and President Eva Danielle Wittels, mother and design consultant Jill D. Wittels, and brother and

Chief Executive Officer, Harrison Wittels.

Founded in 2005, By Eva Danielle who is the president as well. Eva Danielle began lighting

up the trade show circuit with her first collection. She has since opened up her own Flagship

store in Miami, Floridas prestigious Bal Harbour alongside Gucci, Prada, Cartier, and other

high-end establishments. Eva Danielles designs are also available both nationally and

internationally in designer boutiques from New York City to Ireland. As a designer and an

innovator, Eva Danielle has been compared to the likes of fashion icons Roberto Cavalli, Vivian

Westwood and Betsy Johnson.

In 2009, Eva Danielle expanded to accommodate growing demandthe new online store

has led to a large amount of media attention, an increase in celebrity followings, and greater

accessibility to fashion- enthusiasts worldwide.


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Brand and Product

Since the opening of its first flagship store in Miami Florida, the Eva Danielle brand has

extended its reach to 10 different countries worldwide, finding their most recent success in Saudi

Arabia.

Described as being a "fusion of elegance and sex appeal," Eva Danielle designs have been

seen on celebrities like Paris Hilton, Britney Spears, Janice Dickinson, The Go Go's and featured

in television programs like the Janice Dickinson Show, Bravo, Deco Drive, The Simple Life,

Make a Wish Foundation, The Bad Girls Club, and Shes Got the Look, along with numerous

publications.

This entire buzz created around the brand has helped make it stronger in some parts of the

world and especially in the East Coast of United States and France where the brand Logo (see

below) is more recognized among rich and famous people when passing by its store in Miami or

Paris.

Eva Danielle offers a different line of products that you will find listed below:


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1. Couture:

2. Dresses ( The only product they want to sell in Morocco for now):

3. Corsets and Tops :


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4. Skirts and pants:

5. Coasts and Jackets :

6. Sportswear :


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7. Lingerie and Bikini:

8. Accessories:

Analysis of the Moroccan external environment

Social and cultural factors:

According to the U.S. state department (www.state.gov), Moroccans are predominantly

Sunni Muslims of Arab, Berber, or mixed Arab-Berber ancestry. The Arabs brought Islam, along

with Arabic language and culture, to the region from the Arabian Peninsula during the Muslim

conquests of the 7th century. Today, a small Jewish community remains as well as a largely

expatriate Christian population; both enjoy religious freedom and full civil rights. Morocco is

also home to a 300-500person Bahai community which, in recent years, has been able to


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worship free from government interference. Most people live west of the Atlas Mountains, a

range that insulates the country from the Sahara Desert. Casablanca is the center of commerce

and industry and the leading port; Rabat is the seat of government; Tangier is the gateway to

Spain and also a major port; "Arab" Fes is the cultural and religious center; and "Berber"

Marrakech is a major tourist center.

MNCs willing to come to invest in Morocco have to take into consideration all this diversity.

The buying behavior in Morocco is extremely different, it is important for companies before

coming to Morocco to spend time thinking on who they want to target because based on that the

promotion strategy will completely differ from a target to another. The majority of Moroccans

are Muslims; however we still have few Moroccan Jews living here. The Christians living in

Morocco are foreigners coming from western and African countries. If there is one thing that all

Moroccans might have in common as buyers is that there is a strong belief that any product

coming from a developed country is better in quality than the one coming from a developing one.

Another very important aspect of the education in Moroccan is the high percentage of illiteracy

and uneducated people, almost 1 out of 2 Moroccans cant read or write and live in rural areas

which make it challenging for some companies to come and invest here.

Languages:

Morocco is a country of multi-ethnic groups (Arabs, Berbers and Jews) with a rich culture,

civilization, and etiquette. Each region possesses its own uniqueness, contributing to the national

culture. The two official languages are Arabic and Amazigh (Berber). However, French is used

along with Arabic in business, government, military and diplomacy. Many people living in the

northern part of Morocco speaks Spanish. Moroccan colloquial Arabic, Darija, is composed of a

unique combination of Arabic, Berber, and French dialects. Along with Arabic, about 10 million


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private capitals. These laws include the labor code, the copyrights, the industrial property, the

freedom of pricing and competition, the personal data protection, and the arbitration and

mediation in the market.

Furthermore, Morocco wishes to encourage foreign investors and to provide them with the

same rights and advantages as local investors. Foreign direct investment has been permitted in

virtually all sectors of the economy since 1990. Investments and investment returns, whether

through capital gains, dividends, interest or sales, can be freely repatriated. The objective is to

establish an internationally competitive investment environment to increase foreign investment

in Morocco. This will take place as a result of the reforms to the commercial code, company law,

the labor law and, in particular, by improving the investment laws through the new investment

charter which came into effect in January 1996.

In addition, Morocco has signed Free Trade Agreements with the EU, Turkey and the US.

The FTA signed with the USA in 2006 provided major new protections for U.S. investors. It

established a secure, predictable legal framework for U.S. firms in Morocco covering all forms

of investment (enterprises, debt, concessions, contracts and intellectual property). U.S. investors

can enjoy, in almost all circumstances, the right to establish, acquire and operate investments in

Morocco on an equal footing with Moroccan investors and investors of other countries. The

agreement even removed certain restrictions and prohibits the imposition of other restrictions on

U.S. investors, such as requirements to buy Moroccan rather than U.S. inputs for goods

manufactured in Morocco.

Moreover, except for certain products (explosives, retreated tires, second-hand clothes, used

tractors and public transport vehicles and second-hand goods), the importation of which is

subject to a license, all products may be freely imported. All import operations are carried out


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with an import document represented either by a contract, an import license or, in special cases,

by a declaration made prior to importation.

Economic factors:

The Moroccan economy has been characterized by macroeconomic stability, with generally

low inflation and sustained, moderately high growth rates over the past several years. Morocco's

primary economic challenge is to accelerate growth and sustain that improved performance in

order to reduce high levels of unemployment and underemployment. While overall

unemployment stands at 8.6% (2010 est.), this figure masks significantly higher urban

unemployment, as high as 31% among young urban males (www.state.gov).

Recent governments have pursued reform, liberalization, and modernization aimed at

stimulating growth and creating jobs. Since early in his reign, King Mohammed VI has called for

expanded employment opportunities, economic development, meaningful education, and

increased housing availability. The government has pursued an ambitious program of reforms to

increase productivity and competitiveness of the national economy through sectoral strategies

targeting energy, fisheries, industry, commerce, agriculture, tourism, and logistics. Promising

reforms have occurred in the financial sector. Privatizations have reduced the size of the public

sector. Morocco has liberalized rules for oil and gas exploration and has granted concessions for

public services in major cities. The tender process in Morocco is becoming increasingly

transparent. The government has invested considerably in infrastructure development, in

particular Tangier-Med Port at the Strait of Gibraltar. When completed in 2014, Tangier-Med

will be Africas largest port. Many believe, however, that the process of economic re form must

be accelerated.


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While economic growth has historically been hampered by volatility in the rainfall-

dependent agriculture sector, diversification has made the economy more resilient. Despite an

unfavorable international economic environment, Moroccos economy grew by 4.9% in 2009,

aided by an exceptional agricultural harvest. GDP was expected to grow at a 4% rate in 2010 and

is projected to expand by 5% in 2011(www.state.gov).

Through a foreign exchange rate pegged to a basket of important currencies and well-

managed monetary policy, Morocco has held inflation rates to industrial country levels over the

past decade. Inflation fell from 3.9% in 2008 to 1% in 2009, mainly due to the fall of world and

local food prices. Inflation was projected to hover around 1% for 2010 and to reach 2% in 2011.

The persistent merchandise trade deficit driven by the countrys need for imported energy

has been largely offset by inflows including transfers from Moroccans resident abroad, tourism

revenue, and foreign investment. Since 2007, Morocco has run a current account deficit, mainly

driven by a negative trade balance. In 2009, the current account deficit stood at 4.5% of GDP.

Foreign exchange reserves somewhat declined in 2009 but remained adequate, making up nearly

7.6 months' worth of goods and services imports ($23.5 million). These reserves and active

external debt management policies give Morocco ample capacity to service its debt. Current

external debt stood at $19.3 billion at the end of 2009. According to the U.S. state department, as

the country significantly reduced both its internal and external public debt, in March 2010,

Standard and Poor's raised Morocco's foreign and local currency ratings by one notch (to BBB-

from BB+ and to BBB+ from BBB, respectively).

In January 2006, the bilateral Free Trade Agreement (FTA) between the United States and

Morocco went into effect. The U.S.-Morocco FTA eliminated tariffs on 95% of bilateral trade in

consumer and industrial products with all remaining tariffs to be eliminated within 9 years. The


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negotiations produced a comprehensive agreement covering not only market access, but also

intellectual property rights protection, transparency in government procurement, investment,

services, and e-commerce. Other chapters spell out consultation and assistance mechanisms in

the areas of labor and environmental protection. The FTA provides new trade and investment

opportunities for both countries and has encouraged economic reforms and liberalization. Since

its entry into force, bilateral trade between the two countries has increased 112% as for 2009

(www.state.gov).

In Addition, Morocco has human resources that have all the ingredients to become the pivots

of a competitive investment and value creator: education level, cultural openness, language skills

and new technologies, commitment to entrepreneurship, adaptation capacity to change and

competitive labor costs.

Political factors:

Morocco is a de jure constitutional monarchy, with an elected parliament and offers a stable

political situation. The King of Morocco, with vast executive powers, can dissolve government

and deploy the military, among other prerogatives. Opposition political parties are legal, and

several have been formed in recent years.

Morocco is definitely a great county to come to invest on. Unlike other countries where you

dont get support from the government, the Moroccan one gives all its support to foreign

investors to come to the country.

Even better, the Moroccan government offers tax exemptions to foreign investors. The

Moroccan law provides specific financial, tax and customs advantages to investors, as part of


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agreements or investment contracts to be concluded with the State, provided that they meet the

required criteria.

This concern:

The contribution of the state to certain investment expenses: Investment Promotion Fund;

The contribution of the state to certain expenses for the promotion of investment in

specific industrial sectors and the development of modern technologies: the Hassan II Fund for

Economic and Social Development;

Exemption from customs duties under Article 7.I of the Finance Act No. 12/98;

Exemption from import VAT under Section 123-22 -b of the General Tax Code.

The wining political party in the election of last week made it clear; they want to encourage

more investors to the country and this by:

Simplifying the administrative procedures for businesses

Strengthening the business law framework (law on competition and free pricing, law on

economic interest groups, law on industrial and intellectual property ...)

Improving regulatory transparency

Developing and modernization of financial markets

Creating of the Business Environment National Committee

Creating of the Central Authority on the Prevention of Corruption

Creating of the Moroccan Office for Intellectual and Commercial Property

Promoting of the Charter on Corporate Social Responsibility


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Technological factors:

The business in a country is greatly influenced by the technological development. The

technology adopted by the industries determines the type and quality of goods and services to be

produced and the type and quality of plant and equipment to be used. Technological environment

influences the business in terms of investment in technology, consistent application of

technology and the effects of technology on markets. In Morocco, advancements in automation

and information technology have seen a huge improvement in the last 10 years. For example

today, Morocco has a great telecommunication infrastructure meeting international standards.

Three global operators (Fixed phone, mobile, Internet and data), the telecommunications sector

in Morocco achieves every year an intense and sustained activity: 97% mobile penetration and

13 million Internet users (September 2010).

According to www.internationalbusiness.com, Moroccos Casablanca Technopark was

established in October of 2001 and covers a total surface of 29,400m. The Casablanca

Technopark helped a lot to improve the industrial aspects of the city. The industrial park proves

that Casablanca is improving in all aspects including the technological aspects. Various

multinational companies are investing in Casablanca because Casablanca Technopark serves

various essential purposes. Different types of activities are arranged in the Casablanca

Technopark such as training and courses regarding e-learning that is very helpful for the students

in Morocco.

As of 2006, Casablanca Technopark was hosting 132 companies, which comprised of 55

start-ups, 67 medium-sized companies, 4 big companies and 6 training centers. The business

incubator provides business owners with an environment that helps them establish and develop

their projects in the ICT field and turns their ideas into strong businesses. By providing services


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to them and enabling overhead costs to be reduced by sharing facilities, the incubator aims to

significantly improve the survival and growth prospects of start-ups and small firms in the early

stages of development. The incubator offers a wide range of complementary services and

provides dedicated office space, value-added business support, and technical assistance in

developing effective business planning, hands-on training in special fields, business links, advice

and networking.

In 2003, an agreement was made removing all tariff barriers on Information Technology

products, which included telecoms equipment and personal computers. This agreement made

Morocco the 61st member of the WTO's Information Technology Agreement, which was

approved by The Committee of Participants on the Expansion of Trade in Information

Technology Products. Morocco's Ambassador Omar Hilale said that Morocco's imports of

Information Technology products have been increasing in recent years because of tariff cuts and

by joining the Information Technology Agreement it would make prices of Information

Technology inputs in Morocco more competitive and would drive a strong signal to foreign

investors and promote local industries by making Information Technology products cheaper for

Moroccans (www.internationalbusiness.com).


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SWOT Analysis

Strengths Quality of the products

Products 100% Made in the USA which means that Eva Danielle will take

advantage of the Free Trade agreement (0% customs)

Uses special fabrics and makes unique dresses

Celebrities that are famous even in Morocco have already adopted the brand (e.g.

Paris Hilton)

Control its distribution channel

Weaknesses Small company

Needs to find a company interested in the franchise and in taking the financial

risk

Only one targeted audience

Limited financial resources

Opportunities Uniqueness of the products

Opening of the Morocco mall ( The biggest Mall in Africa)

Targeting a niche in the Moroccan market that is interested in luxurious products

The Luxury Market is continuously growing in Morocco

Local celebrity brand endorsement

Threats Brand not known in Morocco

Strong competition from indirect competitors with great product design

The consumer market may not faith in the product

Increase in the prices of materials and fabrics used to make dresses (e.g. cotton)

With the growth of the Market in Morocco, the direct competitors of Eva

Danielle overseas might be tempted to enter in Morocco.

Fake products


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Competitor analysis

Direct Competitors

As a designer and an innovator, Eva Danielle has been compared to the likes of fashion icons

Roberto Cavalli, Vivian Westwood, Betsy Johnson, BEBE, Cache, Marchiano and Juicy Coutu.

All of them are luxurious brands that offer products and services that are personalized same as

Eva Danielle. Furthermore, their products are almost similarly priced and directed toward the

same consumers.

On the other hand, these brands are still considered as direct competitors only overseas. They

did not penetrate the Moroccan market until today. However, such a situation will not remain for

a long period of time. Morocco has been an attractive country for many investors especially the

ones coming from Middle East, Europe and USA. In addition, the openings of big malls such as

the Morocco Mall will encourage competing brands such as Roberto Cavalli and Betsy Johnson

to open in Morocco.

Indirect Competitors

We believe that one major indirect competitor that Eva Danielle will have to take into

consideration is the Moroccan caftan. It is the traditional dress that Moroccan women wear in

special occasions and receptions. The caftan shows the elegance of Moroccan women and their

authenticity. Furthermore, the whole world began to recognize its beauty, all with events like

Caftandu Maroc that creates an atmosphere of competition between charming Moroccan and

foreign designers to offer the best of their innovative talents. In addition, the Moroccan caftan

has been recognized as a very luxurious and chic dress. The best fact that shows the important of

the caftan in the fashion industry today is that during the royal wedding of prince William and


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Kate, where the first lady of Morocco was designated as the most elegant guest while wearing

the caftan. Therefore, this dress should be considered as a major indirect competitor of our store

since it will attract many potential customers.

Additionally, some of the firms that opened their stores in the new Morocco Mall are

considered also as indirect competitors for Eva Danielle. They are all very luxurious and known

brands such as Dior, Gucci and Versace. Furthermore, they provide products that may be

considered as an alternative solution to the same market. Even if the amount of services is much

less than the one of Eva Danielle still these stores should not be neglected.

Potential Entrants

As stated before, there are no direct competitors for Eva Danielle currently in Morocco.

However, some of them will eventually be highly interested to enter the Moroccan market.

Morocco is a fast growing country and the purchasing power has been growing during the last

years. As a result, people start looking for luxurious and distinctive products. Furthermore,

Moroccos free agreements with many countries such as the United States, Europe and the Arab

States of the Gulf will encourage large corporations to penetrate and invest in the Morocco. In

addition, Morocco has been one of the most preferred destinations for tourists. Marrakech, the

red city, attracts each year many famous artists and personalities that would like to buy very

luxurious and high quality dresses. Therefore, we believe that at least one or two of Eva

Danielles direct competitors will enter and expand in the Moroccan market during the next

coming years.


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Bargaining Power of Buyers

Porter's Five Forces of buyer bargaining power refers to the pressure consumers can exert on

businesses to get them provide higher quality products, better customer service, and lower prices.

For the case of Eva Danielle, we believe that customers can exercise power on the business to

improve all of those elements except price. Eva Danielle does provide very luxurious products at

high prices to a specific niche (wealthy people). Those types of customers accept to pay very

high prices to purchase very high quality products and receive very special treatment. If these

two elements are not achieved, customers will not go for Evas products. A large portion of

Moroccan rich people do buy luxurious products because of the special treatment and services

associated with the top brands.

On the other hand, customers will not bargain on the price. Eva Danielle is a high luxurious

and chic brand. In addition, the type of Moroccan customers that will choose to buy Eva

Danielles product will not ask for a discount. They know that the brand is very luxurious and

therefore of a high price. Moreover, the fact that there are no direct competitors for Eva Danielle

till today will be an opportunity for the company to maintain their high prices.

Competitive Strategy: Broad Differentiation

The competitive strategy is referring to how Eva Danielle will compete in the Moroccan

market knowing that this market is not the same as the ones in which Eva Danielle is currently

present. However, the luxury industry, in which Eva Danielle takes part, is somehow different

from other industries in Morocco. This target has been affected by the west and is of need to

have some brands as Eva Danielle since there is a boom of installment of the luxury brand during


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these years. The competitive advantage that the company has on others is its business model

itself which made the strategy to be a broad differentiation one.

The choice of broad differentiation is completely related to Eva Danielles business model.

Differentiation is not only about uniqueness and to be perceived different, differentiation strategy

is about understanding the customers and designing products to meet and fulfill their proper

needs and also to appeal a large range of customers. With Eva Danielle, people are creating their

own dresses. Differentiation is associated with creativity. The brand is specialized in creating for

women the outfit composed of dresses and the shoes that go with it. The signs of broad

differentiation reside in many elements. First, Eva Danielle offer dresses that are unique, a

woman would not see her dress worn by another woman. Eva Danielle offers some colors and

designs that are completely different from other brands providing dresses. The cuts are also

different from other brands. The brand offer sexy, modern cool and at the same time evening

dresses. Eva Danielle is known for this fusion of elegance and sex appeal. The company uses

for its creations some lofty and noble raw materials which output a high quality which explains

the expensiveness of the products. In clothing and specifically the luxury clothing industry the

source of the brand is also very important in terms of attraction. For Moroccans this is very

important. Globalization permitted that, in fact Moroccans would love to wear the American

way. A last element is that Eva Danielle designs have been wore by celebrities. The brand since

its creation has seen an important frequentation by famous people. For that celebrities like

Jennifer Lopez, Paris Hilton and Britney Spears all have been clients for the brand. This will

simply have an important impact, especially on young girls.


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Since differentiating a product remains in the physical characteristics Eva Danielle seem to

fulfill this point and can be considered to have an excellent competitive advantage over other

companies. Differentiation opportunities seem to be constrained by market factors but not in Eva

Danielles case. Since the company has a very specific target market and will position itself in a

cluster business it will be easier for it to reach the niche and go beyond constrains of the

Moroccan market.

Growth strategies

It would be difficult for Eva Danielle to invest directly in Morocco without having a partner.

Foreign companies, depending on their size, would be better for them to have an agreement with

Moroccan investors due to many elements. Among the elements there are legal aspects and the

networking barrier. The legal aspects are more concerned with financing. Foreign companies in

Morocco would never have banking loans if they are not in partnership with Moroccan investors.

Otherwise the company would have to wait for five years to have a loan from a Moroccan bank.

The networking problem can also be easier if Moroccans hold the business. The company that

would buy the franchise will be in the luxury clothing industry which means that this latter

would already have a network of advertising and distribution. A well-established Moroccan

partner with Eva Danielle will definitely resolve all the previous constrains. Many forms of

partnership exist but the best way for Eva Danielle to enter the Moroccan market would be

franchising. By doing so the business would not be independent since the franchisee does not

buy only the brand name but a business model along with established operational methods which

permits to the company to not loose consistency with the quality and the standards. Many

franchising companies exist in Morocco such as MA FRANCHISE, NESK INVESTMENT,

AKWA HOLDING and AKSAL GROUP. The best of these franchising companies for Eva


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Danielle is AKSAL. The group was established in 2004 and holds values that are in consistency

with Eva Danielles ones. The values are of humanism with social responsibility and diversity,

audacity with innovation ambition and passion, and finally excellence with team work and

ethics. The group is specialized in the areas of retail (fashion, beauty, home, dinning and leisure),

luxury goods (Dior, Fendi, Gucci, La Martina and Ralph Lauren), department stores (Fnac and

Galleries Lafayettes), and malls and commercial real estate (Morocco Mall in Casablanca and

Rabat). The holding registers annual sales of $60 million per year and employs about 500

employees which will be a great advantage for Eva Danielle. The vision of the group is to put it

as a major economic player in the national and international scale and its mission consists of

symbolizing the new lifestyle which completely matches Eva Danielles style as well as

contributing to the development of the country through the visionary projects (such as the

Morocco Mall) with added value exceptional services.

Eva Danielle is based up to day in three cities in the worldMiami where it is born, New

York and Paris. The company will base itself in Casablanca, the economic capital of the country.

The business city is the one of the largest industrial zone of Africa with one of the biggest

African port. The city is also building with the initiative of the King Mohamed the Sixth a

financial hub Casa Finance City that is going to be the Maghreb Arab and African capital

market. The city also has the fifth biggest mall in the world (Morocco Mall that has the worlds

third best aquarium) which targets to host millions of visitors, tourists and investors in the next

four years. All these elements -the group and its strategic situation in the Moroccan market- build

positive signs for Eva Danielle to have partnership with AKSAL group and to base itself first in

the city of Casablanca. In addition, entering Morocco as a franchise through Aksal group will

facilitate the task of distribution. As Aksal owns Morocco Mall and has dedicated a large part of


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the first floor to luxurious clothing brands as Fendi, Dior and Gucci, the group will provide Eva

Danielle with a space in this luxury floor. Aksal will definitely have the exclusivity of

distributing Eva Danielle in Morocco. Market penetration with franchise is the best option to Eva

Danielle but market development is also an important point that should be wisely treated. Eva

Danielle has only three places of sale in three different cities Miami, New York and Paris. We

suggest that Eva Danielle to be very sensitive to that since the company should not open many

stores. Opening many would be pushing the company to the customer which is a mass marketing

procedure. Luxury industry does not have to perform such strategies. Eva Danielle should opt

for reverse marketing by establishing more a pull strategy that consist on spending lot on

advertising to push final customer to buy the product.

The company position itself in a way that the customer looks for the company and not the

inverse. For that as all other luxurious brands Eva Danielle should not open many stores to not

give this image of a company that opts for proximity to the customer but takes this image of a

brand that is strongly positioned on customers mind. The aim with that strategy is to have a

more selective clientele and make them loyal to the brand. To achieve this objective, a consistent

communication strategy is a must. It should be designed in a way to present the company to

customers and to educate them about it. Concerning market development, the company then

should have a slow process of reopening in Morocco but at the same time it should follow the

Morocco Mall new openings as Aksal announced that by 2016 a new Morocco Mall would open

at Rabat the capital of the country. Eva Danielle should be associated with other famous brands

that will be all present in the new Morocco Mall. It is a way to stay in a clustered business and to

stick in peoples mind as the other brands. After the second opening the brand can opt for a third

one depending on the conjuncture of the time and the best place would be the city of Marrakech


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the city of the Jet Set in which many celebrities owns Riads and where international events

such as the International Film Festival of Marrakech are organized.

Market segmentation

To practice market segmentation means to divide the total market into smaller parts. This is

done in order to reach each segment more efficiently with products and services that match the

segments needs. The market can be segmented according to different variables, either alone or

in combination (Kotler, 2008). The major segmentation variables are: geographic, demographic,

psychographic and behavioral. The women-wear market can be segmented in many various

ways. It does not exist one standard way to divide the market, but segmentation has to be done

related to the customers needs. Segmentation results in a deeper understanding of the consumer.

The fashion market in Morocco can be divided into five segments that relate the distinct

customer needs: haute couture, luxury, affordable luxury, mainstream, and discount.

Haute couture is the most expensive and exclusive of the segments. It is made up of ahandful of companies which produce custom-made clothing for the country's wealthiest women.

The luxury segment is a step down in terms of quality and price, but still serves a wealthyclientele.

Affordable luxury targets "aspirational" consumers, those who are not rich enough toafford luxury brands but will accept lower-priced alternatives.

The goal of mainstream brands is mass appeal; they sacrifice an air of exclusivity forpopularity.

Discount brands cater to low-income consumers.


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At the highest levels, our main target customers, the fashion market is relatively insulated

from economic changes. For example, recessionary fears in the United States have done nothing

to harm haute couture, which is actually seeing an increase in customers in a time when so many

other companies are fighting decreasing sales. This applies also in Morocco, where the

wealthiest customers are far from changing their buying behavior because some economic

downturn. The luxury market is doing well compared to mainstream, affordable luxury and

discount brands, where its customers have less financial security and thus are not spending as

much money on clothes and accessories as they used to.

Product Positioning

Eva Danielle is targeting (rich) Moroccan women. With the opening of the Morocco Mall,

Eva Danielle will be facing a strong competition from many luxurious brands that opened for the

first time in Morocco (Gucci, Luis Vuitton, gallery Lafayette) ... The way Eva Danielle seeks

to position its products is through the unique features of its products that differentiates it from

that of the competition.

Its Unique Fabrics

At Eva Danielle they have scoured the globe in order to bring the finest fabrics and materials.

From Italian silk to Japanese cotton their collections are individually hand crafted with the finest

materials in order to give their customers the ultimate experience in fashion and luxury.

Its Unique Clothes

Eva Danielles designs are for the woman who is not afraid to be unique and daring a

showstopper in every sense of the word. They design for women of all ages, and feature both


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conservative and avant-garde womens casual wear. Their focus is to produce timeless styles

without succumbing to trends. Eva designs the patterns for each individual piece: creating truly

unique creations of wearable art. Their corsets and jackets are reversible. Many feature an

intriguing pattern on one side and a subtler look on the other side. Their dresses and skirts are

multifunctional, and can be worn as either a dress or as a skirt. They only produce a limited

number of each piece to ensure that their customers are getting a truly unique experience. Other

high fashion companies that mass-produce take away from the allure and beauty of the clothes.

Here at Eva Danielle they believe that high fashion is for the woman who wants to be different,

who wants to stand to stand out, and who does not want to dress like everyone else. All of their

pieces are individually handcrafted in the Unites States to ensure the utmost quality of the

product. This is the first time in Morocco where a luxury brand is offering unique pieces and this

will attract all the rich Moroccan women who like to be and feel unique to adopt the brand. This

will be the key of success of Eva Danielle in Morocco.

Its Unique Collections

Unlike traditional fashion companies who design around seasonal trends, here at Eva

Danielle each line represents an inspiration. In addition to creating new collections, they

continue to add breadth and depth to existing collections. This practice embodies the true essence

and spirit of Eva Danielle, and allows them to fully develop the emotions conveyed in each line.

Clothes are more than just fabric they are pieces of art that help convey expressions of the self.


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Standardization VS Adaptation

Eva Danielle is specialized in dresses and accessories that go with it. As said before in the

plan the brands dresses have special cuts, use unusual colors and designs as well as very scarce

and expensive raw materials. For that these elements build the competitive advantage of the

company over others. We suggest that Eva Danielle go for standardization. First, people, women

in Eva Danielles case, seek for newness and want to wear brands that are typical and pure

American style wear. Second, the traditional Moroccan Caftan which is considered to be as

substitute product gets more and more developed and modernized but still holds the name of

Caftan and have this traditional touch. The confusion should not be made and this reputation of

like other brands dresses should not circulate. For that Eva Danielles standard and typical

dresses should be adapted to the Moroccan market otherwise it will lose its charm and glamour

that make Eva Danielle exceptional and different from other brands and from the typical

Moroccan Caftan.

Entry Strategies

Eva Danielle belongs to the luxury family. We suggest the brand to enter the market by

organizing an event and financing another event both of them related to the clothing industry.

The first event is to organize a fashion show in the Morocco Mall galleries with the participation

of internationally famous models. The event should be an international one by which it will give

an impact on the national scale. Official stars from abroad and from Morocco would be invited to

the show and some of them should be guest stars of the event. The brand will not only announce

its launch in the Moroccan market by the event but it will chose the proper period for thatas an

example the launch of a new collection, and will communicate massively that at the international


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scale. Concerning the invited stars, the company can invite some of the stars that are dressed by

it such Jennifer Lopez or Britney Spears. Concerning the second event is the Moroccan Fashion

Week that takes place in Casablanca. The event is done for local fashion designers so Eva

Danielle cannot show its collections during the shows. However, we suggest Eva Danielle to be

the master sponsor of the event and to present at the end of the event a special prize to the winner

of the week. This would be recognition to the winner from the luxury designer Eva Danielle. The

brand will another time position itself as a high level designer with the prize.

Promotion Objectives

Since Eva Danielle is for the first time penetrating the Moroccan market, our first objective

will be to create awareness among high social class women. The company is still unknown for

the majority in the Moroccan market. Therefore, through our promotion campaign we will try to

effectively reach customers as well as inform them about who we are and what we have to offer.

The second objective will be to create interest among our target market. We will associate the

perception of our brands with luxury and elegance to create a need among consumers.

Furthermore, we want them to feel a kind of uniqueness and affiliation to a certain category

when wearing our products. Consequently, there will be a buzz among customers and even those

who do not have enough purchasing power to afford our products will do their best to pay for our

dresses.

After achieving those objectives, we will reinforce our brand. We want to maintain a close

and a strong relationship with our customers. Therefore, we will keep their contact details to

contact them every time we have new collections or promotions. We believe that by


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strengthening relationships we will be able to influence an important portion of customers to

become loyal to our products.

Target Markets

Eva Danielle will target high class women that can afford a frequent purchasing of its

products. Women that want to be unique and that are in update with fashion is our main target.

We will target wives of important members of the government and of businessmen. These

categories of customers are more likely to feel a need of being unique and elegant in some

special occasions. Furthermore, wives of ambassador will also be among our target market. They

assist to many receptions were they want to be perfectly and nicely dressed. In addition, Eva

Danielle will target every wealthy, modern and stylish woman. Even the royal family will be

targeted since princesses are following the new trends of fashion and can afford big quantities of

our articles.


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Creative brief

We have come with the previous design ,we will associate the name of the personnality

directly on the advertisment.We have several choices for the star to associated to the product.

This is an example with Eva Mendez , a Latina American actress who frequently travels to

Morocco for movie shooting and for tourism.We picked especially this actress because Latin

American women have a better impact on the Moroccan women since the level of identification

is higher.

The TAGLINE proposals are :

Soyez unique: meaning in English be Unique


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Soyez unique Soyez Eva (be unique be Eva) we play with the fact that both Evadanielle and Eva have the same name.

Web banner 720x90 : an informative web banner before the opening of the store. It will have

the date of the opening and the location which is Morocco Mall Casablanca

Web banner 720x90 this banner will be placed on internet advertisment after the opening of

the store it and will have the Tagline selected .

A web banner 300x250 ,the banner is much more informative ,it specifies the type of store:

luxury shop for women and the exact location :second floor of Morocco Mall.


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Example of a possible fashion show invitation for the Eva Danielle show for the opening of

its store in Morocco Mall Casablanca and first store in Morocco (it would be written all in

French and English to make it more accessible to international guests).

Media strategy

Eva Danielle will enter the market for the first time. They are not known by Moroccans, we

have first to establish the Brand awareness. For that, we will spread the information about the

brand to make people understand who Eva Danielle is and what is the companys business; in a

second time we will position the company as an important luxury brand and finally maintain

awareness of the brand. We will divide the campaign into three phases following a phase of


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development of advertisement spots and social medias templates and website and blog

development:

A phase of preparation of all the social Medias, website and promotion support in orderto launch a coordinated first phase of promotion.

First phase of the promotion: Information about EVA DANIELLE, past and present ofthe company through interviews, articles .In this phase we will gather information about

potential customers, build a database. That stage take place before the Opening of the shop. We

will prepare the customer to the opening of the shop.

Media buzz around the opening of the shop which will be associated to an event. Theevent is a fashion show with top models presenting the latest products of the Brand. Icons and

personalities have to be associated to the brand; a muse will be associated to the brand and

invited to the defile. American Stars would a better fit to the role of the muse since the Brand

Eva Danielle claims its 100% made in United States product and the prestige of American stars

is well established in the Moroccan upper class.

The third phase will focus on the main target; it will be mainly presenting the product

from different perspectives: sexy, rare and design. In this phase we will position the company

among the luxurious brands present in Morocco and maintain the brand recognition among the

main target. This phase is a continuous stream of articles showing the different collections.


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First Advertizing Campaign Summary

free advertisement

paid

advertisement Reach Frequency

Press

Newspapers Press Release

Newspapers yes 60,000

3 Main FrenchNewspapers 15 Daysbefore opening of theshop

Monthlymagazinesexcluding womenoriented Press Release

Monthlymagazines

excluding womenoriented yes 40,000

Full page 1 per month x 2magazines

Women orientedmagazines

collections pictures+Press Release

Women orientedmagazines yes 50,000

Full page 1 per issue(monthly or bi monthlymagazine) x5 magazines

TV

nationaltelevisions

TV videos of theopening of the storeand fashion show

100,000

internetcorporatewebsite

promote with socialmedia 10,000

1 post per 2 days linkingto the website

corporatewebsite

yes CPM andCPC 20,000 1 per month

Blog EVADANIELLE

promote with socialmedia 10,000

1 post per 2 days linkingto the blog

other blogs no no

search engines SEO

search engines search enginessame as corporatewebsite

Mobile phones

Text messagingSMS to AKSALdatabase 10,000 once per 2 week

Text messaging no

Outdoor

advertisment

panel recoveringthe shop

during the periodbefore opening the 30,000 during all the period


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shop

Billboard on thestreet

100,000 1 months before opening

Radio

chosen radios

(see the mix) interviews 10,000 1 unique interview

chosen radios(see the mix)

yes informationon futureopening 30,000

3 announcement per day/15 before the opening

Print

advertisement

no

Flyers inMorocco Malland upper classhaircut saloons 50,000 10 top haircut

The Press

The written press in morocco is an important source of information in terms of quality since

they have generally better national political news than other Medias excluding the internet since

many of the newspapers and weekly titles have their online version. In morocco 438 press titles

have been recorded in 2005 by the Ministry of communication. Arabic which is predominant

with 280 titles and French with 151 securities represent both more than 90% of national

publications.

Percent of titlesNumber of

TitlesLanguage

63,93% 280 Arabic34,48% 151 French

0,23% 1 spanish

1,36% 6 Berber

100% 438 Total


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Both daily newspapers in French and in Arabic are in a deep crisis with fewer readers these

past years. In 2006 the number of prints for some newspapers was divided by more than 50%. Le

MATIN DU SAHARA ET MAGHREB the most read newspaper French edition is only printed

at 22 000 exemplary when it was about 70 000 releases. However, weekly issues such as Telquel

have not suffered from this drop in sells.

The press receive financial help from the government and earn an important part of their

revenues from the Legal Ads posted by the government such as companies creations ,changes

in capital and other mandatory requirements for companies. The rest of the revenues are

generated mainly from advertisement. Different format are available for these publications, as an

example the following graphics shows the LECONOMIST prices and format.

63.93%

34.48%

0.23%1.36%

Percentage of Titles per languages

Arabic

French

spanish

Berber


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However these formats are subject to change in price and diversity for other publications.

They give an overview of the possibilities for a press campaign.

Audience of Press

The OJD Morocco is a tripartite body bringing together publishers, advertisers and

advertising agencies. It is a joint body, in that half of the seats of the board are occupied by

publishers and the other half by the advertisers and agencies equally. The role of the OJD

Morocco is to certify the diffusion of the press in Morocco .The results of its audits are an

essential reference, for example, for the development of media advertising rates based on

certified audience.

OJD audit of impressions and distribution of national publications for 2010 -2011:

TITLE period impressions distribution

ACHAT VENTE AUTO.COM 2010/2011 11250 4856

AGRICULTURE DU MAGHREB 2010/2011 6278 6228

AKHBAR AL YOUM AL MAGHRIBIYA 2010/2011 23229 13259AKHBAR NOUJOUM ex AHDATH TV 2010/2011 7236 1812

AL AHDATH AL MAGHRIBIA 2010/2011 29077 16104

AL ALAM 2010 23920 10158

AL AYAM 2010 33938 14138

AL HARAKA 2010/2011 4670 1028

AL ITTIHAD AL ICHTIRAKI 2010/2011 21990 7639

AL MASSAE 2010/2011 140444 114533

AL MICHAAL 2009 23721 12674

AL MOSTAKIL 2010 4889 253

AL MOUNTAKHAB 2010/2011 34895 25433AN NAHAR AL MAGHRIBIA 2010 4935 2411

ASDAE 2010/2011 10200 1096

ASSABAH 2010/2011 101064 70867

ATTAJDID 2010/2011 6883 2726

AU FAIT 2010/2011 31835 31735

AUJOURD'HUI LE MAROC 2010/2011 12438 7314

AUTONEWS 2010 10000 5245


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CHALLENGE HEBDO 2010 20194 11833

ECONOMIE & ENTREPRISES 2010 9917 6506

L'ECONOMISTE 2010/2011 25581 19423

FEMMES DU MAROC 2010 19913 11574

FINANCES NEWS HEBDO 2010 11915 5732

FOOD MAGAZINE 2010/2011 10000 4259L'INTERMEDIAIRE CASABLANCA 2010 89154 89041

LALLA FATEMA 2010 36787 25887

LIBERATION 2010/2011 11420 2143

LOGIC IMMO MAROC 2010/2011 73100 73050

MAGHREB AL YAOUM 2010 11981 3676

MAISONS DU MAROC 2010 15360 10419

MAROC HEBDO INTERNATIONAL 2010 17000 9513

LE MATIN DU SAHARA ET MAGHREB 2010 39347 22043

NESMA 2010 28727 23200

NISSAE MIN AL MAGHRIB 2010 29355 24233LA NOUVELLE TRIBUNE 2010/2011 15939 11089

L'OFFICIEL MAROC 2010/2011 9215 4287

L'OPINION 2010 36607 16508

OUSBOUAA ASAHFI 2010/2011 55943 38736

PLURIELLE MAGAZINE 2010/2011 27080 26931

SPORT HEBDO 2010/2011 32039 31622

TELQUEL 2010/2011 32707 20632

LE TEMPS 2010 10000 1926

VERSION HOMME 2010 10983 6537

LA VIE ECO 2010/2011 23332 15439

We will use the main Newspapers and all possible reachable press for the first phase and

second phase. The oriented Women press will be however used in all the phases.


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Women oriented press impression and distribution (OJD 2011)

The women oriented press is very active in Morocco with 6 major magazines:

LOfficiel Maroc which is the Moroccan version of the famous fashion Frenchmonthly magazine LOfficiel. The magazine targets upper-income, educated women aged

25 to 49. The audience of this magazine and its editorial line exactly matches our

expectations.

0

5000

10000

15000

20000

25000

30000

35000

40000

2010/2011 2010 2010 2010 2010 2010/2011

L'OFFICIELMAROC

FEMMES DUMAROC

NESMA NISSAE MINAL MAGHRIB

LALLAFATEMA

PLURIELLEMAGAZINE

impressions

distribution


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Moroccan version French version

Femmes du Maroc ,a Moroccan magazine about fashion and lifestyle written inFrench

Femmes du Maroc however is much more focused than lOfficiel Maroc on Women rights ,

and society issues. Translated in English the title means women of Morocco

Nessma magazine is written in Arabic and is focused on fashion for Moroccanwomen.


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Nissae Min Al Maghribmeaning in English women of morocco is a womenoriented magazine written in Arabic.


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Lalla Fatema is a Moroccan monthly magazine dedicated to women and iswritten in Arabic.The title translation in English is Lady Fatema

Plurielle Magazine

A second monthly magazine from the same group editing Lofficiel Maroc: Geomedia

SARL. This second magazine is however more oriented on lifestyle, society and women issues

but still mainly focusing on fashion and beauty.


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The total impressions of magazines women oriented per language:

The reached audience will be of 56208 for the French magazines and 94869 of for the Arabic

magazines giving a total audience of approximately 151 000.

Reaching the Press and Influence It

Traditional Medias will be reached using the usual Press release and press relationship

37%

63%

% impressions per language

French

Arabic


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The MAP Maghreb Arab press is very influent in Morocco; it is the national official news

agency with a wide coverage of the country through many regional branches and an important

number of journalists. MAP has also international offices in more than 15 foreign countries such

as France, United Kingdom or the United states. The totality of Moroccan Newspapers and

magazines use MAP as their main source of information. The MAP is the equivalent for

Morocco of the AFP in France, Reuters or Associated Press AP. Most of the Moroccan

traditional Medias still find a lot of their source in the MAP and international news agencies. The

majority of the Moroccan newspapers, televisions or radios are using MAP services. The MAP is

the official voice, it is controlled by the government and the accuracy and trust of this source of

information is very high.

The repercussion of being listed on MAP is very important since its is an insurance of being

published on the majority on national newspapers, magazines, their online versions and more

such as exclusively online press: e journals and online magazines. The news agencies bring

credibility and spread the word to all Medias that uses this channel as a source of information.


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Press release has slightly changed since the internet; it is still distributed the old way through

the traditional press conference; however internet press release websites have known a huge use.

The companies publish its PR online through these professionals websites, it will be accessible

on the internet and shared among a very large quantity of websites. In addition the Press Release

will be sent directly on the email of a very large database of affluent journalist .Some popular

websites such as prweb.com claims having more than 30 000 journalists and bloggers using their

services.

In order to give our fashion event an international aspect we will use these services to spread

the information.

The tools allow a good monitoring with online audience tools for example the number of

times the article has been read


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PRweb will also allow us to know which media outlet has received our Press release.

To reach the traditional Medias efficiently a good relation with journalists is a key factor.

Most of the journalists use different kind of information sources, MAP will only gives them

highlights and often not enough information to publish a good story, article or any good content.

The availability of content is an important factor for a good traditional medias coverage. We

are looking for articles in the press that have a real impact on readers. Relying solely on news

agency would be a risk of being published in a small and not very attractive part of the press


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issues. We are looking for articles of one whole page or two and more in magazines and articles

in newspapers of acceptable length and position. A particular attention is needed for the

womens press since we have to provide them with an important and continuous stream of high

definition pictures and content since they are our main access to the targeted customers.

The way of working of journalists has changed since the internet ,the Moroccan journalists

such as their occidental colleagues are looking for content using traditional sources such as Press

release , News Agencies , Direct investigations

And new type of sources are now use: internet , Online Press release ,emails .

Most of the journalists prefer to receive the articles or press release directly in their email

box.

They are looking for prepared content, figures and Medias content. We will provide enough

content for journalists to help them write articles without simply relying on the news agency

article.

EMAILING Campaigns

Emailing is one of the least expensive methods to contact potential customers or make

customers remember you. The advantage of this method is easy gathering of emails, inexpensive

emailing campaigns. The disadvantages are the relatively low conversion rate compared to other

methods and that people are very careful with emails, they often consider advertising as

spamming.


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Some good tips would be to pass through very trusted partners such as FRANCE2.fr for the

French market the French TV channel offer a service of emailing to its registered users that have

accepted to receive offers from FRANCE 2 partners. The users are already willing to receive

emails from FRANCE 2 and the company using the service will benefit from the trust of the

users in FRANCE 2 and from its positive image.

Technologically, going through trusted specialists would also avoid to be listed as a SPAM

by the receiving email host.

Some local Moroccan companies such as primvoid.ma have already collected email

databases for morocco. They also have mobile phones databases for morocco, with Text message

sending services. If the cost of setting up an email server is very cheap, it requires additional

skills in order to avoid being seen as Spammers.

For our campaigns we will use the Database provided by the AKSAL group. They have

gathered emails from the previous events they have organized such as for the Opening of the

Morocco Mall, the presence of the American Singer and youth icon Jennifer Lopez and a lot of

upper class guest from Morocco proves the power of AKSAL contact database.

Additional emailing companies will be chosen on the following criteria

-Database quality: accuracy of the contacts. They have to be updated frequently

-Database specific to our target.

-Technical skills: ability to send mass emailing that would not be considered as spams.


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Radios in Morocco

Radio in morocco is very a popular media; there are 33.89 Radio sets per 100 inhabitants

(2001). Excluding Arabic news broadcasts most radios uses usual Arabic Darija and French

however, some radios in Berber language exists and reach the Berberian community. In 2002 , in

order to modernize the audio-visual public sector the government has launched a liberalization of

the radio and authorized several new private radios to diversify the offer. The new offer added

generalist radios and radios targeting new audience , for example HIT RADIO which has grown

very fast and became the number one radio channel for young audience offering music Hits and

talk shows targeting young public and teenagers concerns.

RADIO NAME TYPE OF RADIO

2M RADIO generalist/music

CHADA FM Low audience

ASWAT arabic

CAP RADIO Low audience

CASA FM Low audience

DU SAINT CORAN religious

HIT RADIO music ,teensMFM ATLAS REGIONAL

MFM ORIENTAL REGIONAL

MFM SAHARA REGIONAL

MFM SAISS REGIONAL

MFM SOUSS REGIONAL

RABAT CHANE INTER PUBLIC GENERALIST

RADIO AMAZIGH berber radio

RADIO ATLANTIC general / french

RADIO LUXE luxury ,lifestyle

RADIO MARS sport ,musicRADIO MED

RADIO MEDI 1 general /

RADIO MEDINA FM Low audience

RADIO MOHAMMED VI RELIGIOUS

RADIO NATIONALE Low audience

RADIO PLUS AGADIR REGIONAL


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RADIO PLUS MARRAKECH REGIONAL

RADIO RGIONALE D'AGADIR REGIONAL

RADIO RGIONALE DE CASABLANCA REGIONAL

RADIO RGIONALE DE DAKHLA REGIONAL

RADIO RGIONALE DE FS REGIONAL

RADIO RGIONALE DE LAYOUNE REGIONALRADIO RGIONALE DE MARRAKECH REGIONAL

RADIO RGIONALE DE MEKNS REGIONAL

RADIO RGIONALE DE TANGER REGIONAL

RADIO RGIONALE DE TETOUAN REGIONAL

RADIO RGIONALE D'OUJDA REGIONAL

RADIO SAWA Arabic generalist

Radios in red = our selection of suitable radios for an EVA DANIELLE campaign

The radios 2M radio ,radio Atlantic ,radio Luxe and radio medi 1 are the most suitable radios

for a diffusion of Eva Danielle information. The information should be presented in the form of

an interview of Eva Danielle or any representative of the company who would be chosen to

attend. Advertising on radio has to stay informative, it can be used when launching the shops in

order to inform.

Internet

Internet has become an important source of information, it reaches perfectly wealthy

consumers. The internet offer is divided among three telecom operators: MarocTelecom ,INWI

and WANA. The number of Moroccan internet subscribers in 2007 amounted to 526 080 , the

amount seems not very high but that doesnt reflect the reality since many Moroccan access

internet in cybercaf , the number of cybercaf in the urban areas is very high and Casablanca

even has one of the biggest cyber of the world with several hundred computers connected.


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The most popular websites in Morocco for 2011 shows that culturally morocco is open to

new technologies and innovations , they follow the global trend . The top 10 websites visited by

Moroccans are similar to the top websites visited by most of the European countries.

The decision

RANK IN

MOROCCOWEBSITE CONTENT

1 Facebook Social website

2 YouTube Video website

3google.co.

maGoogle local website

4

Google.co

mGoogle general website

5Windows

liveWindows search engine

6 Hespress Moroccan news website in Arabic

7Google

FranceGoogle local for France

8 koora Soccer news website and forum in


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Arabic

9Blogspot.co

mBlog platform

10 Yahoo.com Search engine and website directory

The most searched keywords in search engines matches the most visited websites : Top 10

most searched keywords for morocco in 2011 on Google.

International websites offers an opportunity as well as local websites to reach Moroccan web

users. Social Medias and global websites such as yahoo or Google offers the possibility to

advertise with regional target. When connecting as a Moroccan user of Facebook , the website


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displays Moroccan advertisement such as Moroccan Bank advertisements for a loan or Moroccan

ads similar to ebay.

The online advertisement network that displayed the most ads to the Moroccan users (based

on the Alexa ranking by country)

1. The Adsense network from google2. Adcash Advertising Network3. Clicksor4.

adf.ly

5. paypopup.com

These advertisement network allow Moroccan companies to use the latest methods to

advertise their products, they can reach Moroccan market and any other targeted market by using

region selection when available.

Different kind of advertising formulas are available to Moroccan companies through these

advertising networks:

Type of payments Description or example

CPM (cost per

mille)

Cost per 1000 impressions, for a website having

1 000 000 impressions a CPM of 0.1$ would cost 100$ .

CPC (cost per click)

Each click would cost a certain amount. Note that for

example Google Adsense let you choose how much


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money has to be spent per day and what maximum and

minimum cost per click you are willing to spend.

CPA (cost-per-

action)

Online advertising payment model in which payment

is based solely on qualifying actions such as sales or

registrations.

For example a company can pay you 10$ each time a

user will register ! note that the amount given is much

higher since the occurrence of such event is lower.

Custom

advertisement

You can buy a place on a website for a certain period

of time set by the publisher

independently from the number of click , of visits

and actions.

For example a top banner in menara portal at 700$

per month

Hybrid advertising

Some advertisement networks allow multiple model

: such as 0.1$ per click and then 0.05 per mille

impressions.


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There has been an attempt to create Moroccan local advertisement networks but it failed .The

advertisement networks lacked to offer a good PPC rate (pay per click) or any other payment rate

to webmasters. Their interest was to choose the most paying advertising network. Generally the

Google AdSense/ad words is the most interesting for websites with moderate visits. The choice

of the advertising method depend on the type of website ,the behavior of the users and the

number of visits.

We will use multiple type of advertisement since each one offers its own advantages. For all

the phase a basis of CPC advertisement will be published .We will use the Google adwords

program it is the most developed advertising network on the web. It allows our advertisement to

appear on other websites and on the best spots on the google search results for the selected

keywords.

Our choice of keyword is the following: Glamour , robes de soires(evening dresses),

robes(dresses),boutiques de luxe, luxe .Google allow a regional target , the ads will only appear

for Moroccan visitors.

Different types of social medias:

We distinguish different types of social media:

blogs social bookmarking micro blogging video sharing social news websites.


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All these medias will be used in order to achieve a good rank in Google search result

and increase visibility of the brand on the web. They do not necessitate a particular

investment except the cost of developing templates specific to these services and

managing them with administrator, they will for example manage the comment system.

Corporate Website:

The use of a website is a must for an international luxury brand. EVA DANIELLE already

has a web presence with:

Website in English Facebook page in English Twitter account in English Youtube channel A blog in English An online shop


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This presence has to be duplicated to address the proper audience. Regional page has to be

created for Facebook and all social websites.

Creating regional pages is widely used by other firms. BMW has more than 60 regional

pages.

For its regional corporate website: EVA DANIELLE has two choices: create a new website

totally dedicated to their Moroccan customers or integrate French in the existing website.

However the following domain names have to be purchased in order to avoid future lawsuit

problems and to have a better control on the image of the brand and the positioning of the

website in Google.

We highly recommend the following domain names to be added to EVA DANIELLE

portfolio.

Evadanielle.ma


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Eva-danielle.ma

The importance of the domain name is not negligible to have a successful ranking in the

search engines.

Whether the website is a new developed entity or integrated in the actual corporate website

the domain names in .ma will have to point to the new created pages. Most of the Moroccans use

Google.co.ma which is the Moroccan version of Google .The regional Google search engine has

a good consideration of .ma domain names since it gives them more importance than other

countries domain names in the search results.

SEO search engines optimization

Since the actual website evadanielle.com is not using the French language, new sets of

keywords in French have to be chosen in order to use the best SEO techniques. These keywords

will help the new created website or the actual adapted website to show in the search engines

when these terms will be searched by users.

SEO is a set of good techniques to implements to a website in order to be ranked in the

search engines in the best positions; it will better rank the website without having to pay for it.

The chosen keywords in French are listed in the following table with their translation in

English.

Keyword in french translation

evadanielle evadanielle

eva danielle eva danielle

haute couture haute couture

mode fashion


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mode maroc fashion morocco

haute couture maroc haute couture morocco

fashion maroc fashion morocco

kaftan maroc kaftan morocco

robes de soirees Evening dresses

robes dresses

cafan maroc cafan morocco

caftan caftan

kaftan kaftan

caftan 2012 caftan 2012

femmes du maroc women of morocco (the magazine name)

lofficiel lofficiel (the magazine name)

Note that we chose different keywords from our paid advertisement through the Google

adwords network. We will spread the risk among more keywords giving us the opportunity to

attract more consumers.

In the first and second keyword, the name of the brand will help to show first in the search

results when someone will type evadanielle or eva Danielle, that would keep the website easy

to find for someone who knows the brand or a customer trying to reach the website.

Haute couture ,mode ,mode maroc ,haute couture maroc , fashion maroc will target searches

in the sector and search specific to the sector in morocco.

Kaftan or caftan keywords will target customers interested by our indirect competitors since

kaftans are very popular Moroccan traditional dresses, A kaftan show is even organized every

year with a defile and international top models. Kaftan can also be very expensive.

Femmes du Maroc and Lofficiel will target searches about the two magazines which have

the same target in terms of customers.


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Monthly searches of the selected keywords for the Moroccan region (source google adwords)

That would represent a potential of 9704 visits through these keywords.

The EVA DANIELLE blog

A new blog is needed since articles from the actual blog in English would not address

directly the Moroccan consumer. A blog builds a close relationship. It is a way of talking directly

to the consumer. A blog is not a corporate website, so it will allow interaction with users through

comments. These comments have to be moderated to avoid any damageable comments.


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Blogs based on the Wordpress platform have a better potential of good search engine

visibility since they are very well accepted by search engines such as Google .The variety of

articles and subjects will drive much more visibility to EVA DANIELLE.

The Company new Blog will be used as an aggregator to all social Medias and internet

presences. The blog articles will be directly have an excerpt published on the Moroccan Eva

Danielle Facebook page. The comment system will be shared among the blog and Facebook

allowing both blog users and Facebook users to view the same comments. It will show for

example a Facebook widget will the latest registered fans of the page and the possibility to

become part of the fans simply by clicking on a button.


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Twitter will also be integrated, it is a widely used in Morocco since it is ranked 36th in the top

visited sites for Morocco (source alexa.com) , the streams of the latest twits will be directly

viewable on the blog, a second widget will show the latest registered followers of the companys

twitter page; allowing the users to become a follower very quickly and easily.

YouTube will also be integrated to the blog, videos will be directly inserted in the posts

(articles), to view all videos users will simply go to the YouTube channel of EVA DANIELLE

which will regroup all videos classified by playlists such as :

-fashion TV shows

-press conferences.

Each of these social Medias allows customizing their pages .A consistency between the Logo

and corporate colors will have to be followed. Templates will be used for all the social media

pages.

New Medias

Blogs

The blogosphere is very active in Morocco .


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TOP 11 Moroccan Blogs (Alenzio social ranking since 2005)


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Blogs are in important source of information and sharing for Moroccans, in the previous

table that ranked the website by their popularity for Morocco that the blogging platform

BlogSpot has been ranked in 9th position.

TOP 10 most visited websites in morocco 2010 (source alexa):

Facebook

Description

Use of wealthy people

We will use Scott Galloway Study on Facebook, he ranked the top 100 most popular brand

Facebook pages using a unique methodology.

Scott Galloway called its ranking Facebook IQ and ranked the official pages of the 100 most

popular bands Facebook pages based on 4 criteria:

1. Size and Velocity - Size of community and use of platform functionality. Thisincludes the number of likes and the growth rate.

2. ProgrammingBrand content, responsiveness and creativity. This includescontent variety and customized Tabs and interactive applications

3. EngagementFan reaction and interaction. This measures elements such as thepercentage of community likes and the number of fan posts

4. IntegrationIntegration of Facebook across brand digital platforms. This looksat utilization of the like and share buttons on external platforms and incorporation of

additional social media properties


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The study gives us a better rating system for ranking Facebook pages. It will not only rank

the Facebook pages by their number of fans , but it will also incorporate the companys behavior

and the user involvement. Facebook and other social medias are not only another way to

advertise your product but it is a social tool. A tool that helps the company establish a very close

relation with its customer and the community. Its not a one way presence communication tool.


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We will follow Scott Gallow

Documents

Eva Danielle Promotion Plan