Eden Creations
ADMK 6311 – Marketing
Case Analysis Executive Summary
Case Name: Eden Creations
Problem Statement/Issue(s) Identification: It is August 2nd, 2004, and Melissa Jean, Designer and Owner of Eden Creations, must develop a formalized marketing plan – including target market, positioning and marketing mix – to ensure the continued success of her company. Jean designs and crafts specialty beaded jewelry as accessories for weddings and other bridal occasions, and primarily sells through bridal retailers in London, Ontario, and surrounding areas. Jean’s decisions to reach her financial goals for the next year must be made before returning for her postgraduate education in September.
Recommendation (be specific): Jean will forego adding a second daywear jewelry collection to Eden Creations and will not create an online presence at this time. Her marketing plan will be to advertise Eden Creations’ brand image as a bridal collection at the Canada’s Bridal Show in September and distribute semi-annual newsletters to her current 6 retailers while arranging sales meetings with Tiffany’s Bridal and Ballet’s Wedding Specialist (exhibit 1). Jean’s jewelry collection will receive notoriety and exposure to approximately 28,000 patrons at the bridal show and allow Eden Creations to sell directly to the end consumer, providing an opportunity for increased profitability.
Rationale/Key Points of Analysis (that most directly relate to your recommendation): Eden Creations’ bridal collection offers a contemporary style at low prices, targeting younger brides (planning their first wedding), bridesmaids and other women of the wedding-party in Southwestern Ontario. Jean’s experience as a sales associate with Nicholas and Elizabeth Bridal allowed her to become very familiar with the clientele and the retail bridal industry, and having maintained her relationship with its management has allowed Jean the credibility to approach other bridal stores. Jean, on the other hand, has
Case Analysis Executive Summary
Case Name: Eden Creations
Problem Statement/Issue(s) Identification: It is August 2nd, 2004, and Melissa Jean, Designer and Owner of Eden Creations, must develop a formalized marketing plan – including target market, positioning and marketing mix – to ensure the continued success of her company. Jean designs and crafts specialty beaded jewelry as accessories for weddings and other bridal occasions, and primarily sells through bridal retailers in London, Ontario, and surrounding areas. Jean’s decisions to reach her financial goals for the next year must be made before returning for her postgraduate education in September.
Recommendation (be specific): Jean will forego adding a second daywear jewelry collection to Eden Creations and will not create an online presence at this time. Her marketing plan will be to advertise Eden Creations’ brand image as a bridal collection at the Canada’s Bridal Show in September and distribute semi-annual newsletters to her current 6 retailers while arranging sales meetings with Tiffany’s Bridal and Ballet’s Wedding Specialist (exhibit 1). Jean’s jewelry collection will receive notoriety and exposure to approximately 28,000 patrons at the bridal show and allow Eden Creations to sell directly to the end consumer, providing an opportunity for increased profitability.
Rationale/Key Points of Analysis (that most directly relate to your recommendation): Eden Creations’ bridal collection offers a contemporary style at low prices, targeting younger brides (planning their first wedding), bridesmaids and other women of the wedding-party in Southwestern Ontario. Jean’s experience as a sales associate with Nicholas and Elizabeth Bridal allowed her to become very familiar with the clientele and the retail bridal industry, and having maintained her relationship with its management has allowed Jean the credibility to approach other bridal stores. Jean, on the other hand, has