1. Textile and Morocco Craftsmanship Inspired by Culture EdVenture National Case Study Competition Richard Blackwood, Xavier Vavasseur, Kjetil Waggestad And Tammi Wooten Faculty: Dr. A. Cudmore

3. Introduction Textile industry –Basis of industrialization for 250 years –Important for developing countries –Morocco already established –New industry structure  Morocco has a comparative advantage!

4. Background Summary Melting pot of different cultures Thousands of years of history Highly homogenous population Secular Islamic country Long standing U.S. ally

5. Situation Summary Ascension of new king Focus on development –Political reform –Economic reform Newly signed FTA with the U.S. Strong ties to France and the EU Establishment of 16 investment centers

6. Secondary research Issues with counterfeit goods and protection of intellectual rights Transportation costs: –Sea much cheaper than land Trend towards lean manufacturing, quick turn around, and small batch production Government incentives for textile producers

7. Competitive Overview End of the Multi Fibre Arrangement Increased level of offshoring -Especially to low cost countries Squeezed from the top and below: –Low cost countries such as China, India –High quality producers such as U.S. and Italy

8. SWOT-analysis

9. Target Market Profile U.S. textile manufacturers Producing branded garments Willing and able to invest or purchase Low awareness Unfamiliarity possible source of wrong or negative beliefs

10. Brand Image and Equity Create an image of Morocco as exotic and tradition of craftsmanship Closeness to the U.S. Appeal to American spirit of adventure More reformed than the competition Modern infrastructures and textile industry

11. Marketing Messages Morocco, Craftsmanship inspired by cultureCraftsmanship inspired by culture Morocco, Closer than you believeCloser than you believe Morocco, Land of opportunityLand of opportunity Morocco, Your gateway to the world

12. Marketing Messages Morocco, Your lean production partner Morocco, Much more than Casablanca Morocco, A safe investment Morocco, The time is now

13. “Pull Message” Reach US textile manufacturers Keep the target audience informed Repeated exposure to advertising Create “Buzz” and mental association Create a feeling of lost opportunity if one forgoes investing in Morocco’s textile industry

14. Primary research Methodology –Online survey with rank and scale questions –List of executives from databases –Contacted via e-mail and phone –Over 260 executives of which 40 answered Results –Internet most important information source –Location and labor cost most important –Far East most preferred offshoring location Followed by North Africa!

15. Marketing tactics -Internet most important for information Creation of website – MoroccoTextile.com -Current and extensive information -Information on Morocco in general -Links to resources -Success stories -eTraffic -Newsletter sign-up -Free consulting

17. Marketing tactics eZines – TextileWorld.com, apparelmag.com -Online based magazines -Continuously updated -Qualified visitors -Place banner ads -First advertisement

18. Marketing tactics Second most important source of information Printed magazines – Textile World, Textile Intelligence -Print ads -Inserts -CD carriers -Read by industry participants -Concurrent with eZines

19. Marketing tactics Wide reach and informative eNewsletters –eNewsletter distributed by Textile World –Measure response –Create in-house eNewsletter from those who sign up –Cheap and high impact –Timed after on- and offline magazines

20. Marketing tactics Direct marketing Buy databases of key executives eFlyers –Ads embedded in e-mails Information packages in postage mail –Brochures with highlights –Booklets of more extensive information –Include a prize for assured reading

21. Marketing tactics Trade shows –Important for decision makers Trade organizations –Getting in “the know” Publicity –Sponsoring events Public relations representative –Speak on behalf of Morocco

22. Budget Website$3,289.00 Leaderboard advertising$7,188.00 Banner advertising$5,988.00 eNewsletter campaign 1$10,0000 eNewsletter campaign 2$619 eFlyers$850 eTraffickiing$10,188 Magazine print ads$24,021 Magazine inserts$29,580 Magazine CD carriers$55,200 Magazine print ads$21,000 Tradeshows$82,400 Direct Marketing$4,597 Trade Associations$4,800 Publicity$435,280 Employment costs$255,000 Total$1,000,000.00

23. Conclusion Trend away from low cost focus –Morocco is not the lowest cost country Trend towards lean manufacturing, on time delivery, small batch production etc. –Morocco possess these abilities! Reaching the target audience is cost effective and easier than most think Some examples of creative execution:

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