Zeeman's family expansion.

colinbosch1

Concept book for Zeeman

031

family expansion.


ONTENT

THE BRAND

THE CHANGES

TARGET GROUP

CHANGE TO LEAD

REASON TO BELIEVE

THE BENEFITS

ZEEMAN’S FAMILY EXPANSION

STRATEGY & NUMBERS

SOURCES

4 - 7

8 - 9

10 - 11

12 - 13

14 - 15

16 - 17

18 - 27

28 - 31

32


Welcome to the future of the Zeeman families. In the past

months I have researched the past, analysed the present and

reconsidered the future. By doing this I have developed a

concept for Zeeman to stay relevant in 2031.


RAND

Jan Zeeman, the founder of Zeeman worked with the formula: Good textile for a

low price; focusing on basic clothes. It turned out to be a successful formula and it

still is.

Although the formula is still relevant, Zeeman has evolved a lot. As a proud family

company it still has a product range for the whole family, with the basic collection

as most popular product range. The goal of Zeeman is to be as transparent as

possible. The low prices of Zeeman’s products are possible because of Zeeman’s

smart business model.

“ZUINIG OP MENSEN, MATERIALEN EN DE AARDE”

Sustainability is a key factor in producing products at Zeeman. Future perspectives

are that this will play an even bigger role in 2031. Consumers don’t only think about

their own well-being but also have the environment in mind.

4


“Zeeman. Zo eenvoudig kan het zijn.”


6


• Zeeman. Zo eenvoudig kan het zijn. (As simple as that) - Vision

• High quality and fair priced clothes (basics) for the whole family - Mission

• Eigenzinnig • Zuinig • Betrokken - Values


HE CHANGES

Technology has evolved and taken over daily life.

We have less physical contact with other people; we are

more online. As a reaction to this people look for offline

experiences.

Education is more important than income. Money is

losing value: people care more about knowledge. The

time of excess is over. For instance clothes are more about

function and not symbolic value.

Couples wait longer with having children. Younger

people look for other ways to create families on a smaller

budget.

Healthcare is free: taking care of one another has created

a free health system for everyone. As a result people have a

very high life expectancy.

These changes have created the trend:

SELFCARE BECOMES ALLCARE

This trend will change the way consumers think. They do

not just take care of themselves but also the world around

them they for instance buy biological produced food for

their pets and themselves.

8


2031


ARGET GROUP

The New Visionaries are between 19 and 30 years old in 2031. This group is partially

formed out of the Gen Z group and raised by Gen Xers. They have adapted to a

digital age and are used to the digitalised world.

The main focus of this target group is making connections with the world around

them, friends and family play a big role. They treat the world around them the

same as the treat themselves; organic food for their pets and they do not fly on a

regular basis. Offline experiences will be equally important as online, because they

feel isolated if they do everything online.

Health is very important for them, they exercise, eat healthy and use diverse

personalised beauty products. The biggest change is their need to take care of

others and their surroundings. The New Visionaries are conscious consumers. They

only buy what they really need and definitely don’t want to overpay.

10



HANGE TO LEAD

Traditional families are changing. The new visionaries want to include their

extended family members in their way of living and consuming. Zeeman can fulfil

this desire by creating products for every family member.

12



EASON TO BELIEVE

Zeeman creates products for every family member in traditional families.

In 2031 families will consist of new family members like dogs and cats. The trend

selfcare becomes allcare has created the need to take care of their extended

family and surroundings as they do for themselves. The perfect opportunity for

Zeeman to show that it is possible to include every family member without losing

quality.

14



HE BENEFITS

Zeeman can create conscious and responsible produced products for the

extended family members of the New Visionaries. By doing this Zeeman

will create strong connections with every family member and nobody will feel

excluded anymore.

16



HE CONCEPT


The starting point of this concept is the strong family presence from Zeeman.

It inspires me as a brander how Zeeman started as a family company and how this

is still a big part of their brand DNA.

Zeeman’s core value ‘betrokkenheid’ plays a big role in this concept as well.

Traditional families will change in 2031, Zeeman’s family expansion leads the way

in changing family dynamics and needs. The first priority of this new concept is

to create buzz around the new product range. The target group is looking for an

experience, not for themselves but for their extended family members.

19


ONCEPT PROTOTYP

Zeeman’s family expansion focusses on fulfilling the needs of family members that

are not represented, yet. Because of the trend ‘selfcare becomes allcare’ people are

more conscious about their surroundings. This will result in the need to take care

of the extended family members the same way as they take care of themselves.

The New Visionaries are online for most of the time, this has resulted in a strong

urge to experience more offline. Research shows that over 40% of these families

will have a dog, this dog will be part of their family. This is why the first outing of

this new concept will be Zeeman Pets. People are more online, pets on the other

hand still don’t know how to use an Ipad.. So how can we target both?

Betaalbaar en verantwoord zorgen

voor elk familielid.


ES

’S

PETS

• Product range for dogs

A selection of dog products, in the future more products for other extended family

members can be added.

• POP-UP salon

An experience for the extended family, people can buy the new pet range, the

product range will be sold in the 1.300 Zeeman stores and online as well.

• Online & offline campaign

The online & offline campaign will show the first drop of Zeeman’s pets. Online

targets the ‘owners’ and offline all of the family members.

21


RODUCT

ANGE

• Product range for dogs

The product range consists of leashes, collars, toys

and clothing. Materials contribute to the well-being of

the dog. For instance cotton for the t-shirts and vegan

leather for the leashes.

Prices variate from €0,99 for a toy to €6,99 for a jacket.

Explore more in the prototype clip.

22



OP-UP

ALON

• POP-UP salon

The pop-up salon will visit a number of cities in

the Netherlands, later on maybe outside of the

Netherlands. The new product range will be sold here

but the main focus is the experience for the extended

family members.

It is possible to visit the salon where the dogs can get

multiple beauty treatments, visit the garden to chillout

or shop till they drop in the store.

Explore more in the prototype clip.


• Minimalistic style

• Easy to clean materials

• Elements can be re-used in stores

• Easy montage

• Adds nature to cities & villages

25


AMPAIGN

• Smellmarketing

• Online & offline campaign

The online & offline campaign will show the first drop

of Zeeman’s pets. Online targets the ‘owners’ and

offline all of the family members the offline campaign

will trigger dogs using scentmarketing.

The offline campaign will have a nearby Zeeman store

address on it and the pop-up address.

.

Explore more in the prototype clip.

26


^ Scent diffuser

^ Shows map when someone

stands in front of the ad.


OST ESTIMATE

The purpose of this new prototype is to sell more products to existing and new customers.

Zeeman’s smart business operations ensure a low cost price.

Key factors for Zeeman’s low price:

- Purchased directly from the factory without intermediate links.

- Low marketing costs.

- Simple design.

- Made in large numbers and few variants.

- Constant quality due to a permanent relationship with suppliers.

- No expensive packaging.

- Smartly transported.

- Low profit margin for Zeeman.

- Small head office where we do as much as possible ourselves.

- Simple shop

Production: a range of dog products (clothing, collars, leashes etc.)

Design: Basic and in house

Manufacturing costs (as low as possible):

Materials: cotton, viscose, hennep, vegan leather (Oeko-Tex keurmerk)

Production: in Zeeman factories in China, Bangladesh, India etc.

Quantity: Big quantity = lower price per unit.

Packaging: No Packaging, staying true to Zeeman’s formula.

Materials - Labor/Design - Tax & Duty - Warehouse & Storage - Shipping & Freight

Average production cost price differs because there are various products: €0,50 up to €3,50

Distribution:

Transportation: Big shipments from overseas manufacture countries.

Packaging: Boxes, products wrapped in recycled plastic.

Delivery: Products are shipped and transported in trucks.

Zeeman has a smart transport system, the Zeeman Pet line will be distributed the same way.

The average wholesale or distribution mark-up is 20%.


Marketing: Online, offline campaign & pop-up

Online:

Google Ads (The average business has a CPM of around $100.)

Google Search Ads ($38 per 1,000 viewable impressions)

Google Display Advertising (campaigns average $0.50 – $5 CPM, with an average of $2.40.)

Youtube Pre-roll Ads (The average cost of reaching 100,000 viewers is around $2,000)

Social Media:

Facebook Advertising (Average CPM $8.40)

Instagram Advertising (Average CPM $4.80)

Offline:

Abri’s advertisement campaign - 1.500 boards, 285 towns in the Netherlands, reached people:

6.382.892 (€120.000 weekly)

Pop-up:

Own design and execution around €250.000

Rent in multiple cities around €300.000

The Zeeman pets marketing introduction budget will be an estimated of €1.430.000 for

the Netherlands.

The first drop of the Zeeman pets collection will consist of a variation of product with an

estimated 10.000.000 in total for all the 1.300 Zeeman stores and pop-up.

The cost of one product = variable costs + mark-up + marketing costs =

€0,50 up to €3,50 x 1,2 + €0,14 = €0,74 up to €4,34

Retail price = [€0,5 up to €3,50 ÷ (100 - 45)] x 100 = €0,91 up to €6,36

In-store COST BASED prices = €0,99 up to €6,99

29


EVENUE STREAMS

Zeeman will sell the Zeeman pet line in their Zeeman stores and pop-up. Like their

current business model the revenue stream is created by the sale of goods.

The first drop of Zeeman pets will have 10.000.000 products, spread over 1.300 stores in

the EU.

The cost of one product* = variable costs + mark-up + marketing costs =

€0,50 up to €3,50 x 1,2 + €0,14 = €0,74 up to €4,34

*The product line consists of dog clothing and toys, the difference in price is based on the use of materials.

For instance, the dog t-shirt is less expensive than the dog jacket.

In-store COST BASED selling prices = €0,99 up to €6,99

Total investment needed for the pet product range products,

this price includes variable cost, mark-up and marketing costs:

2.000.000 dog toys X €0,74 = €1.480.000

2.000.000 dog t-shirts X €1,48 = €2.960.000

2.000.000 dog vests X €2,22 = €4.440.000

2.000.000 dog sweaters X €2,96 = €5.920.000

2.000.000 dog jackets X €4,34 = €8.680.000

Total production price = €23.480.000

This is the product estimated gross profit based on 10.000.000 products:

2.000.000 dog toys X €0,99 = €1.980.000

2.000.000 dog t-shirts X €1,99 = €3.980.000

2.000.000 dog vests X € 2,99 = €5.980.000

2.000.000 dog sweaters X €3,99 = €7.980.000

2.000.000 dog jackets X €6,99 = €13.980.000

Gross total profit = €33.900.000

INVESTMENT OF €23.480.000

GROSS TURNOVER €33.900.000

PROFIT over 10.000.000 sold products = €10.420.000

The prospect is to sell out in one year, max.


THREE YEAR PROSPECT

The first two years will be focussed on generating buzz around the Zeeman Pets product range.

First year investment: €23.480.000

Gross turnover: €33.900.000

Profit over 10.000.000 sold products: €10.420.000

Second year increase production by 10% (source: The Motley Fool)

Investment: €25.820.000

Gross turnover: €37.290.000

Profit over 11.000.000 sold products: €11.462.000

The total profit over two years is €21.882.000

The third year is about eliminating the least popular products and doubling production.

Third year investment: €46.960.000

Gross turnover: €67.800.000

Profit over 20.000.000 sold products: €20.840.000

Possibility to invest the profit in a new product range within the concept Zeeman’s family

expansion once the Zeeman pets product range is a success.

31


SOURCES

Brand

Merk presentatie van Zeeman

https://zeeman.nl/onze-formule

https://zeeman.nl/onze-werkwijze

https://adformatie.nl/merkstrategie/caroline-turennoutzeeman-anti-establishment

https://businessam.be/het-geheim-van-het-succesachter-retailer-zeeman/

https://www.deondernemer.nl/innovatie/groei/waaromzeeman-uit-kan-breiden~290305

The Changes

https://medium.com/maverickyouth/inside-the-ugli- nessof-the-fast-fashion-industry-ac40f6a24e01

https://time.com/5384491/best-exercise-for-lon- gevity/

https://www.ncbi.nlm.nih.gov

https://www.businessinsider.com/the-healthiestcoun-

tries-in-the-world-according-to-legatum-2018-

2?international=true&r=US&IR=T

https://www.wired.com/story/what-governmentemergency-declarations-can-and-cant-do-in-a-pandemic/

The New York Times. (2020, 19 september). Here to Help.

ScienceDaily (2020) World population likely to shrink after

mid-century, forecasting major shifts in global population

and economic power.

The Target group

https://theconversation.com/when-pets-are-family-thebenefits-extend-into-society-109179

https://www.cbs.nl/nl-nl/nieuws/2018/51/prognose-3-5-

miljoen-alleenwonenden-in-2030

https://decorrespondent.nl/10869/de-toekomst-vanduurzame-kleding-is-lokaal-en-tijdloos-zegt-dezemodedeskundige/4378769226942-777cf0e2

https://www.salesforce.com/nl/blog/2019/09/

Millennials-versus-GenZ-de-verschillen-en-bestemarketingbenadering.html

32

The concept

https://www.forbes.com/sites/

richardkestenbaum/2018/11/27/the-biggest-trends-in-thepet-industry/

https://www.businessinsider.nl/pet-care-

industry-grows-as-millennials-elevate-pets-2020-

5?international=true&r=US

https://theconversation.com/when-pets-are-family-thebenefits-extend-into-society-109179

https://www.nytimes.com/wirecutter/blog/best-pet-care/

https://dibevo.nl/nieuws/nieuwe-cijfers-meer-dan-27-

miljoen-huisdieren-in-nederland

https://ndg.nl/feiten-en-cijfersgezelschapsdierensector-2021/

https://www.iscent.nl

Strategy & Numbers

http://www.ecommerce-digest.com/revenue-streams.

https://investopedia.com/terms/b/businessmodel.asp

https://corporatefinanceinstitute.com/resources/

knowledge/accounting/revenue-streams/

https://sewport.com/tips-on-starting-a-clothing-linefrom-43-brands

https://www.jcdecaux.nl/abris-mupis

https://smallbusiness.chron.com/list-typical-marketingexpenses-23242.html

https://www.investopedia.com/terms/c/cpm.asp

https://www.bigcommerce.com/blog/social-mediaadvertising/#the-6-best-social-networks-for-ecommerceadvertising


by Colin van den Bosch