BEY&

BEY
TUNISIAN STREETWEAR

BEY
BEY
 BEY & BEY
THE HYPEST GENERATION

INTRODUCTION
PROJECT Our objective is to increase
The goal of this marketing
PREPARED BY: project is to promote the brand awareness and drive
sales of the locally produced
local Tunisian clothing
products by targeting a
EYA TRABELSI G8 brand Bey and Bey , to a
diverse group of consumers
YOSRI ZAYENI G5 wider audience .
Bey and Bey is a clothing t who are interested in
MAYSSA FRIKHA G5 brand that specializes in authentic , trendy and
streetwear . moderne clothing brand .

In this project we will discuss

the marketing business plan
of the online tunisian brand “
CONTACTS: Bey and Bey”

WWW.BEYANDBEY.COM
BEYANDBEY COMPANY
BEY&BEY
DESCRIPTION
Bey and Bey Every single Bey and
Bey product—from
is a Tunisian brand that
specializes in streetwear. hats and accessories
to t-shirts and pants—
[email protected]

The company was is especially made to

started in 2018 by appeal to the younger
Mohammed Ajmi, a market.
young entrepreneur from
Tunisia who was
passionate about street
fashion and design.
 COMPANY
DISCRIPTION

BEY
The brand's guiding principle is to
produce pieces that are not only
stunning but also a harmonious

&
blend of modernity and
authenticity.

The brand has gained a

reputation for its exceptional

BE
collections, attention to detail,
and unique designs.

Bey and Bey’s slogan is:

Y
“WE AIM TO MAKE OUR
GENERATION THE HYPEST ONE
LIKE EL BEY USED TO BE.”

MARKETING
ENVIRONMENT
ANALYSIS
MICROENVIRONMENT
OF BEY AND BEY
The "microenvironment" of this
mid-sized clothing brand
refers to the internal factors
that affect the company's
operations and performance.
These include : employees,
suppliers, distributors,
competitors, and customers.

EMPLOYEES
Bey&Bey is an online retail
clothing store that sells directly
to consumers.
Its employees include:

Social media managers

are responsible for overseeing

the company's interactions with
the public on different social
media networks.
 BEY &
BEY &
BEY
BEY

EMPLOYEES

web developers:

responsible for constant updates and

maintenance of the brand’s website

Customer support representatives:

answer the clients' questions and

requests.
COMPETITORS
The clothing industry in Tunisia is
highly competitive, with many mid-
DISTRIBUTORS sized brands vying for market share.

The brand must keep a close eye on

Bey and Bey uses a direct distribution its competitors' strategies and make
channel by selling the product online sure it stays ahead of the curve.
through direct shipping.

According to their website, shipping

takes 2-6 business days for Tunisian CUSTOMERS
orders, and all sales are final.
With over 66 thousand followers on
Instagram and
an average of 7000 interactions per
post-Bey&Bey has a loyal customer
base that they call the “Hypest
generation.”
MACROENVIRONMENT
MACROENVIRONMENT
The macroenvironment refers to
the external factors that can affect
the clothing brand's operations and
performance. These factors include
economic, political, social,
environmental, and legal
conditions.

ECONOMIC CHALLENGES

Tunisia's economy is facing several

BEY
& BEY

challenges, including high

unemployment rates, slow
economic growth, and inflation.
These factors can make it difficult
for companies like Bey&Bey to
thrive and succeed in the market.
High inflation rates can drive up
production costs, making it
BEY &

difficult for the company to

maintain competitive prices.
Additionally, high unemployment
OF BEY

rates can lead to decreased

consumer spending, which can
further impact the company's
revenue.

POLITICAL INSTABILITY

Political instability has been a

OF

persistent problem in Tunisia in

recent years, with frequent
protests, social unrest, and
political instability. The instability
has been driven by a range of
issues, including corruption,
political polarization, and social
and economic inequality. This can
be a challenging environment for
businesses like Bey&Bey, as it can
be difficult to operate in a market
that is constantly in a state of flux.
 O
OF
MAC ROENV IRONME NT
FB
INFRASTRUCTURE
Tunisia's infrastructure is

BE
underdeveloped, with poor road
networks, unreliable power supply, and

EY
inadequate telecommunications
infrastructure. This can make it difficult

Y&
for companies to transport goods and
communicate with customers and

&B
suppliers.
REGULATORY ENVIRONMENT

BE
The regulatory environment in Tunisia

EY
can be challenging for businesses to
navigate, with complex bureaucratic

Y
procedures and a lack of transparency.
This can make it difficult for companies
like Bey&Bey to comply with regulations
and stay on the right side of the law.
STRENGTHS:
WEAKNESSES:
Unique and authentic Tunisian Limited brand awareness outside
designs that differentiate the of Tunisia, which may limit
brand from competitors potential sales
Low overhead costs due to online-
Limited product offerings
only distribution, allowing for
compared to larger, established
competitive pricing
brands
Strong connections to Tunisian
Limited resources for marketing
suppliers, allowing for a reliable and
and advertising efforts
consistent supply of materials
Dedicated and passionate team of
Dependence on the reliability of
designers and employees
shipping and logistics services
Ability to reach a global audience
through online channels

OPPORTUNITIES: THREATS:
Growing demand for ethically- Increasing competition from
produced and sustainable clothing established and emerging brands
in the clothing industry
Expansion into new markets outside
of Tunisia Economic downturns or recessions
that could impact consumer
Collaboration with other Tunisian
spending
designers or businesses to
showcase a wider range of Tunisian
products Changes in consumer preferences
or trends that may negatively
Utilization of social media platforms impact sales
and influencer marketing to reach a
wider audience Changes in regulations or
government policies related to
international trade or e-commerce
 SEGMENTATION
VARIABLES
refers to the characteristics or attributes that can be used
to divide a market into distinct groups of consumers who
share similar needs, preferences, behaviors, and
characteristics.
For Bey & Bey, the segmentation variables include:

A-DEMOGRAPHIC VARIABLES

Age:
The brand primarily targets young adults (ages 18 to 35)
who are interested in fashion, especially streetwear fashion.
This age group is more fashion-conscious and willing to
spend money on clothes.

Gender:
The brand is aimed at either male or female customers;
however, it caters to both genders with unisex or gender-
neutral clothing styles.

Income:
Bey & Bey focuses on consumers with a higher disposable
income who can afford to buy more expensive streetwear
BEY & BEY

clothing. Alternatively, they are opting to target consumers

with lower incomes by offering more affordable options
that still meet the style and quality expectations of the
brand.

Occupation:
The brand targets consumers with occupations that are
consistent with the brand's image and values. It is aimed at
creatives, artists, musicians, and other professionals
working in the arts or creative industries, for example.

Education level:
Bey & Bey targets consumers with a certain level of
education, such as college graduates or those pursuing
higher education. This segment of the population tends to
be more aware of fashion trends and may be more likely to
appreciate the unique style and designs of streetwear
brands.
 B-PSYCHOGRAPHIC VARIABLES
This refers to the attitudes, values, interests, and lifestyles of
consumers.

Urban Lifestyle:
The brand is aimed at people who live in urban areas, such as
the city centers of Tunis, Sfax, and other major Tunisian cities.
Consumers who live in urban areas tend to be more fashion-
conscious and interested in streetwear fashion.

Hip-hop culture:
The company aims to appeal to fans of this subculture, which
is closely related to streetwear. This demographic may value
the distinctive patterns, striking graphics, and provocative
styles that are typical of streetwear attire.

Unique and Trendy Clothes:

The brand is aimed at people who want to stand out from the
crowd by wearing distinctive and fashionable clothing. This
demographic is more likely to look for emerging streetwear
brands that feature distinctive designs and limited-release
periods.

Brand loyalty:
The company aims to attract customers who have strong
brand loyalty to specific streetwear companies or who are
enthusiastic about the scene. This group of people is more
likely to use social media to follow the brand, go to events, and
engage in brand-related activities.
SEGMENTATION

Social Media Influencers:

The brand targets social media influencers with a sizable
following on websites like Instagram, YouTube, or TikTok who
VARIABLES

are enthusiastic about streetwear fashion. This demographic

can help promote the brand and raise its visibility among its
followers.
C-GEOGRAPHIC FOCUS

SEGMENTATION
The brand focuses on urban areas in Tunis, Sfax,
and other major Tunisian cities with a high
concentration of young adults interested in
streetwear fashion.

D-BEHAVIORS
This refers to the consumer's purchasing habits,
such as purchase frequency, brand loyalty, and
other purchasing patterns.
The brand divides the market into segments
based on behaviors such as frequent
purchasers of streetwear clothing, social media
influencers, and fans of exclusive limited edition
drops.
A thorough examination of these variables
will assist the brand in developing effective
marketing strategies and tailoring its
products and messaging to the needs and
preferences of its target market.

VARIABLES
TARGET MARKETING STRATEGY
The amount of product variability, the
product's life cycle stage, the company's
resources, and other factors all play a
role in selecting a market targeting
strategy.

Taking those into account, the Tunisian

streetwear company decided on a niche
marketing strategy, which is a branding
strategy that focuses on a limited and

BEY & BEY

particular market segment.
The brand focuses on a small and
particular segment of the market, such
as urban youth who are drawn to
skateboarding and hip-hop culture. The
brand set itself apart from competing
fashion labels and cultivated a following
of devotees by catering to a specific
market.

.
DIFFERENTIATION AND
POSITIONING
STRATEGIES

There are several key differences that Bey & Bey promotes to differentiate itself
from other fashion brands in the market. Here are a few areas of differentiation
that this brand focuses on:

Tunisian Heritage and Culture:

As a key point of differentiation, the brand highlights its distinctive Tunisian
heritage. The brand can establish itself as a genuine expression of Tunisian
identity by showcasing designs and styles that are inspired by that country's art,
music, and fashion.
Bold and graphic designs: Streetwear fashion is frequently marked by eye-
catching, vibrant colors and graphics. As key differentiators, the brand
emphasizes its distinctive design aesthetic and use of graphic elements.
This might entail showcasing striking hues, designs, and logos that stand
out from competing products.

Limited edition drops and exclusivity:

Limited edition drops and exclusive releases that create buzz and excitement
among fashion enthusiasts are frequently connected to streetwear fashion. The
company positions itself as a fashion brand that offers distinctive and highly
sought-after designs that are not offered by competing companies by
promoting its exclusive drops and limited edition status as a key point of
differentiation.
MACROENVIRONME
4PS: THE PRODUCT Bey and Bey sells a variety of
garments and accessories that
combine modern streetwear fashion
with traditional Tunisian design.
Those are shopping products.

1-PRODUCT ATTRIBUTES
A- QUALITY
OF BEY & BEY

The brand places a strong emphasis

on using sustainable and green
materials, signaling a dedication to
creating high-quality goods that are
also ethically and environmentally
conscious. Additionally, the brand's
emphasis on limited edition releases
and exclusivity suggests a dedication
to providing one-of-a-kind and
expertly crafted goods.

B-FEATURES

With a focus on bold and vibrant

colors that reflect the vigor and
creativity of Tunisian street culture,
the products have one-of-a-kind
designs and patterns that are
inspired by Tunisian art, music, and
culture.

With great attention to detail and a

dedication to forging a distinctive
brand identity, the clothing is made
to be cozy and appropriate for
everyday wear or special occasions.

The brand increases the value and

exclusivity of its products by
releasing limited edition drops and
exclusive collections. Bey and Bey
also provides a variety of
accessories, such as hats, bags, and
jewelry, to round out its product
offerings and go with its clothing line.
 2-BRANDING
The name "Bey and Bey" is an important part of the brand's
identity and influences how customers perceive it. It's
memorable, distinct, and easy to pronounce and spell,
which helps distinguish the brand from its competitors.
Furthermore, it reflects the brand's values, personality (a
blend of authenticity and modernity), and products,
assisting in the creation of a consistent and recognizable
brand identity.

The brand's visual identity, including its logo, Instagram

page, and website design, also plays a crucial role in
shaping its overall image and perception. : The brand
succeeded in standing out in a crowded market by using
bold colors, distinctive typography, and creative design
elements to create a unique brand identity that resonates
4PS: THE PRODUCT

with its target audience.

3-PACKAGING
The packaging for Bey and Bey is not only made to keep the
product safe, but it also conveys the brand's values and
identity and is aesthetically pleasing.
The packaging actually creates a distinctive unboxing
experience that appeals to the brand's target market. This
entails using a box filled with balloons or a Tunisian jug
filled with candy as packaging. Those novel ideas are
nothing more than a manifestation of the brand's character.

4-PRODUCT MIX
The brand sells a variety of clothing and accessory items
under its product line. T-shirts, sweatshirts, hoodies, and
pants are among the clothing items, which are created to
reflect the brand's distinct style and incorporate Tunisian
art, music, and culture.

The brand also sells hats, bags, and COVID masks, all of
which are intended to reflect the identity of the company
and go well with its clothing selection. The product line is
also distinguished by limited edition drops, which give
customers a sense of exclusivity and value. Examples
include key holders, rugs, tables, and exclusive collections.
This approach helps to differentiate the brand from its
competitors and creates a unique and desirable product
offering for its target audience.
 CLOTHING LINE ACCESSORIES LINE LIMITED EDITION

PANTS T-SHIRT HOODIES CAPS HATS MASKS KEY TABLES

HOLDERS

PRODUCT LINES
PRICE & PLACE
4PS
THE PRICE:
According to their website, the average price of a T-shirt sold by Bey & Bey is 83
dinars, which is higher than the average market price of this garment in Tunisia.

Bey & Bey uses skimming pricing as its main strategy. Being a fairly new
company, the focus is to generate maximum revenue from the early adopters.
who are typically willing to pay a premium price for the new product.
Over time, as demand for the product stabilizes and competitors enter the
market, the company may gradually lower the price to attract a broader range of
customers, known as "price erosion." This strategy can help the company
increase its market share and maintain its competitive position as the market
matures.

THE PLACE :
The place refers to the distribution channels used by Bey and Bey to sell its
products. The company uses a unique channel approach which is Direct-to-
Consumer (DTC) Strategy that involves selling products directly to customers
through the brand's own website. This strategy allows the brand to have control
over the customer experience, pricing, and branding.
 BEY &
BEY &
BEY
BEY

PROMOTION
Bey & Bey can use a variety of
promotional methods to reach
their target audience and achieve
their marketing goals.
Mainly and in the first place, social
media use
SALES PROMOTION:
ADVERTISING
Bey & Bey uses sales
Bey & Bey can use advertising to promotions such as discounts,
reach a large audience through coupons, contests, and
various social media sites such as giveaways to encourage
Instagram, Facebook, tiktok. They customers to try their products
create an advertising campaign that or make repeat purchases.
emphasizes the unique features and
benefits of their products by
PUBLIC RELATIONS
creating an authentic and organic Bey & Bey can use public
content .Indeed,their social media relations to create a positive
accounts went from 0 to 70k ( image and reputation for their
instagram ) and from 0 to 30k brand. They can create press
(tiktok) in less than 3 years . releases, sponsor events, and
participate in community
activities to build goodwill and
establish themselves as a
trusted and credible brand.
 PERSONAL SELLING
Bey & Bey use personal selling to build relationships with
customers and provide personalized information about
their products. More precisely, the owner of the brand
communicates, designs, sells, and promotes the clothes.
They engage their customers and community in deciding
colors, designs, or even product lines can train their
salespeople to be knowledgeable about their products, and
use consultative selling techniques to address customer
needs.

DIRECT MARKETING
Bey & Bey can use direct marketing to reach specific target
markets through channels such as email, telemarketing, and
social media. This involves communicating their new
products and offers to their existing client base. This can
be effective in building customer relationships and driving
sales.

RECOMMENDATIONS AND
CONCLUSION
To overcome the different challenges, Bey&Bey could
invest in developing a strong brand identity, offering high-
quality products at competitive prices, and focusing on
building a loyal customer base. Additionally, the company
could invest in building strong relationships with suppliers
BEY & BEY

and streamlining its supply chain to reduce production

costs. Bey&Bey could also explore opportunities to expand
into international markets, which could help to mitigate
some of the challenges they face in Tunisia. Finally, the
company could work with local authorities and
organizations to improve the infrastructure and regulatory
environment in the country.

In addition, Offering promotions and discounts to

customers can incentivize them to purchase more
products, enhancing brand awareness and acquiring more
market share.

Finally, investing in customer experience could help obtain

repeat buyers. Providing excellent customer service and
creating a positive shopping experience can help improve
customer satisfaction and loyalty. For example, Bey&Bey
could consider offering free shipping, easy returns,
personalized recommendations, and other value-added
services that enhance the overall customer experience.
PR EP A RE D
BY :

EYA TRA BE LSI G8

YO SR I ZA YEN I G5
MA YSS A FRI KH A G5