COACH PRESENTATION

Coach Presentation

By Ewan McMurray, Robbie Gallacher, TJ Everett and Ali Cavana

What will this report cover?

In this report we will thoroughly review the Coach brand as a whole. In doing this, we will conduct research into the background and history of Coach

The main purpose of this report is to identify potential new Marketing opportunities as currently there is only one Coach store in the whole of Scotland, located in Edinburgh

History of Coach

Coach was founded in 1941 and was originally created as a family run workshop. They are one of the leading companies in terms of luxury and lifestyle and are recognised as one of the worlds leading fashion brands.

Coach strives on it’s rich heritage and continues to be their main inspiration to this day and the company continues to use this as their inspiration to continue.

“Coach’s exceptional work force remains committed to carefully upholding the principles of quality and integrity that define the company” (Tapestry, 2021).

Objectives

Specific - Use marketing and communicate with customers to become a success in Scotland.

Measurable - host a survey to understand general perceptions of Coach.

Attainable - Use popular Scottish celebrities to make brand relatable to the average Scottish person.

Relevant - Focus on growth and engagement with younger audience due to USP.

Timely - Get a foothold in Scottish fashion in the short-term and grow hugely in the long-term to open more stores.

Target Audience

Target Audience

Target Audience

Target Audience

Target Audience

Marketing Opportunities

Ambassadors Michael B Jordan and Jennifer Lopez. Add Scottish ambassadors.

Focusing on Scotland

Opening more stores Scottish products with collaborations.

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How Familiar were our respondents with Coach?

It was important for us to gain an understamdomg of our respondents familiarity with Coach

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Respondents opinions of Coach

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Would respondents buy from Coach?

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Are perceptions a key factor in your decision to buy a product?

We wanted to know how customers perceptions of brands affected their buying habits.

Managing and measuring the service process

Coach must identify critical incidents where customers have an opportunity to judge and evaluale the service provided.

Must recognise the quality demanded and meet the demand continuously.

Ensure staff are leaving an impression on in-store shoppers.

This will raise standards throughout the whole business.

We suggest using the Gaps model of customer service to measure and manage the service process.