MakeSense Hold-Up – MAMMU – J Cabot Univ.

- 14 of April

Context

MAMMU:

“The MAMMU brand is more than just a scarf, it's a movement. As a blend of fashion and
arts, MAMMU has been brought to life to change our community and help mothers in
need. We are a high quality fashion label and we work with atypical artists and designers to
create unique and ever-changing collections.”

http://mammu.lv/

About the product:

Uniqueness: Every scarf is handmade and therefore it is unique. There is no two identical
scarves. Each scarf is made with warmth of the heart and caring hands of a mother, just like
in a child you can see mothers eyes, in the MAMMU scarf you can feel the love.
Design: Soft pastel colours is what describes MAMMU the best, gentle and strong all in one.
Both collections MAMMU and MAMMU light are made to be worn in any season and both
by men ang women.
Materials: Scarf consists of linen made in Latvia and mix of elastic cotton fabrics.
MAMMU supports local manufactures and uses latvian linen, but first of all comes the idea
to do less harm to nature as possible that is why cotton details are made of fabric leftovers
and being recycled to beautiful pastel braids in your MAMMU scarf.
Taking care: In order to maintain first look of the scarf you should wash it carefully with
hands and let it dry on horizontal surface.

Mammu’s unique selling point: the spirit of mammu (social business), the product (he works with
artists and designers) and the process (the latvian mothers).

Mammu spirit: focusing on atractiveness, cool, sexy, joy… provocation also (nude advertisement).

Actual context:

> The most important at the moment it to create a awareness on the brand that on the end leads
back to the shop/mammu page. So the key challenges would be how to generate sales? How to bring
our product into other online shops? How to spam our MAMMU online store without being
annoying??

> Why this challenge is key for MAMMU? We made until now many campaigns with pictures, tagging
people on Facebook etc. it of course it increased the number of " Facebook followers but they are just
digital. We have 1020 supporters, but we sold very little products to our Facebook supporters. Most
of then just click LIKE under pictures that’s all. So the question is how to get people from the digital
facebook world buy a product?
Producing costs for a scarf: 12 lats (about 15 euros) for the raw material (because bought in small
amount); 12 lats for the mothers; plus office costs (internet, rent, printing…) (can be decreased if
bigger volume of sales) = about 50euros.

Then the shops that accept to sell the scarfs take a commission => Total 80euros/scarf.

These shops don’t buy the scarf to mammu; they act as a comissionner: they display it, but if they are
not sold, mammu has to take them back. => Mammu has to invest and it’s costy.

Then even on its own website mammu has to fix the price to 80 euros (else the shops will nto accept
anymore to sell their scarfs).

They made a 2nd version of the scarf less expensive.

For Fionn, the future is the digital market; with scarfs available only online (so there is not this pbm
with the commission and they can make them cheaper). 2 options: MAMMU online shop (already
exists but need to make more people buy the scarfs on the website); or sell mammu products on
other online fashion stores (mammu would produce scarfs+ packaging+shipping; there is only to send
a picture to these fasion websites).

It would also be possible to decrease the price if someone wants to buy many scarfs at the same
time. (So far the biggest order = 10 scarfs).

They would like to find in every city a super cool store that would sell the products.

2 ways to promote MAMMU in a city: 1/ do act around, advertisement, invest people in the mammu
movement; 2/ enroll celebrities!

Context: online on mammu website, so far 300 scarfs sold (launch of the online shop = october). Who
buy it? See snapshot below:
 Workshop content

Challenges:

1. Create a campaign to promote mammu in Rome/US.

2. Create an online strategy for promotion and sales.

Objectives:

Main objective: mammu fan movement growing + there is an increase in the sales! Concepts created
should include both the beginning of the communication (the promotion part) and its end (the sale).

objective 1: promote mammu successfully and creatively in Rome

objective 2: promote mammu successfully and creatively in the US

in objective one and two-it will include offline/online/product placing

objective 3: create/strenghten the online presence and sales of Mammu creatively and effectively -
how to promote the mammu website in a way that leads to growing online sales? How to make more
people buy scarfs online?

Constraints:

1: Price (80Euros for the premium; 40euros) – possibilities: to make special offers after asking people
how much they are willing to pay? (Lowest price=production price= 40euros for the premium).

2: (for the online/web.20 challenge part): the negative/challenging parts of promoting-selling online
= “the challenge of the internet”

3: Risk of crowdsourcing

4: no link to political/religious group because mammu is for everyone.

Recommandations by Fionn: be experimental, innovative, go to new path! Make it fun (c.f. the fun
theory); respect the mammu spirit!

Which outputs from the other challenges were the most relevant to you? (so that we can lead the
debate in the most effective direction).Super cool pictures shot in paris and good contacts.

The potential reward: We can reward with fashion items if the campaigns increase sales. Fionn, can
we think about sthg like a special thanks on mammu facebook pagefor the participants who would
like to?