Potential Contents Page...

An idea for the contents page

Introduction
• An analysis of Coco Tang as a business
• The aims of our research
• Our objectives
• The methodology of our research

Where we are
• PEST for the UK focussing specifically on Nottingham
• A market overview; the nightlife market in the UK (in brief for an understanding), the nightlife market in Nottingham. Mention students but not in detail
• Fashion and the nightlife market
• Direct competition
• Indirect competition e.g. other activities that people are choosing to do/ cheap student nights out
• Coco Tang SWOT
• Coco Tang Marketing Mix

Where we want to be
• The desired consumer. Focus in particular upon the fashion students and their skills and courses as opposed to their personalities – how can they be incorporated within the brand in order to be more consumer-focussed. Interview with Henry, focus groups on facebook discussion boards
• An overview of the boutique market, focussing specifically upon Nottingham boutiques
• Direct competition within the Nottingham boutiques
• Indirect competition, for example popular high street stores that the consumer may choose over the boutique – maybe look at LCF and how their design students showcase their work – why would scouts choose Coco over London
• The new Coco Tang Marketing Mix
• The desired USP
• Plan of action/ aims for the brand development e.g. how would we go about placing a store in the new Broadmarsh centre/ how would we go about promoting/ how would we go about launching into the fashion market? Questionnaires with the consumer about which forms of promotion would best work for them
• Wonderland and Fairytale research; films, fashion, fairytale influence