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Case study marketing strategy : Crumpler
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Case study marketing strategy : Crumpler

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Case Study วิชา Entrepreneurial Marketing ให้นำแบรนด์ ต่างชาติ มาทำตลาดในไทย ..

Case Study วิชา Entrepreneurial Marketing ให้นำแบรนด์ ต่างชาติ มาทำตลาดในไทย ..

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    Case study marketing strategy : Crumpler Case study marketing strategy : Crumpler Presentation Transcript

    • Jirattipan (5350028) Napapan (5350037) Warothai (5350040) Sorawit (5350042) Uthai (5350143)
    • Unmet  Need - กระเปากลองที่แถมมาจากรานไมกันน้ำแถม บางรุนซึมซับน้ำไดดี เวลาไปสถานที่มีน้ำหรือเวลาฝนตก รูสึกวากลองในกระเปาไมปลอดภัยแนๆเลยI- เวลาตองขนกลองและเลนสไปถายรูป สะพายกระเปากลองนานๆเกิดอาการปวดไหลและลา เนื่องจากไมมีฟองน้ำมาคอยชวยประคองไมใหไหลเมื่อย สายปรับระดับก็ปรับไดยากI- กระเปากลองไมไดถูกออกแบบมาเพื่อปองกันการกระแทกที่ดี บุกันกระแทกดานในไมดIี- กระเปากลองมีแตแบบที่เปนสีดำๆเรียบๆI
    • Consumer  Insight:   What  kind  of  bag  to  buy??   Which  brand  to  choose  and  why??   Backpack,  camera  bag  and  carry-­‐all  for  laptop   Kata,  Domke,  samsonite  and  hand-­‐made  leather  bag.   Good  func?on  and  quality  with  reasonable  priceI Messenger  bag,  camera  bag  and  carry-­‐all   Kata,  NG,  Thinktank,  no  name  bag     Design,  price  and  func?onI Camera  laptop  bag,  camera  bag  and  carry  all   Lowepro,  no  name  bag,  free  camera  bag   Design,  quality  and  priceI Casual  bag,  camera  bag,  travel  bag  and  carry-­‐all   Ninewest,  Canon,  Lowepro,  Domke,  Northface   Design,  Brand  and  PriceI
    • Consumer  Insight:   Where  to  buy?   15% 5% Dep. Store 55% Camera Shop 25% IT Mall Internet
    •  Crumpler  is  a  bag  company  headquartered  in  Melbourne,  Australia  and  Berlin,  Germany  with  USA  offices  in  Brooklyn.  It  began  as  a  messenger  bag  company,  but  has  since  expanded  its  range,  notably  into  laptop  bags  and  camera  bags Reference  :  www.ehow.com/facts_5498391_history-crumpler-bags.html
    • Compe?tor  BenchmarkI Design 5 4 3 Brand   2 Technology awareness 1 0 Domke Lowepro Crumpler Price Weight
    • Our  Compe?torI Product   TechnologyI Price  RangeI DesignI WeightI Protec?onI Present   Classic,     Water  proof   50-­‐359  USDI Black  toneI ModerateI TechnologyI An?-­‐ShockI Classic,Earth   Present   80-­‐349  USDI tone,Original   LightestI NothingI TechnologyI rucksackI Present   Water  proof   Chic  design   TechnologyI 62-­‐300  USDI ,Colorful,   ModerateI Fire  Retardant   UniqueI An?-­‐ShockI Other   Compe?torI
    • BackgroundIWhat  is  Crumpler  ?I
    • •  Stuart  Crumpler  who  designed  the  original  logo  in  1991.    •  Founded  in  Melbourne  by  David  Roper  and  Will  Miller  (1995)  •  Siegfried Elgert and Jörg Bodenschatz were brought on board to facilitate growth into international markets in EUR and US.  •  Began  as  a  messenger  bag  for  bike  messengers.  •  Expand  to  camera  bag,  laptop  bag,  travel  &  backpacks  and  casual  bag  with   more  colors  and  sizes.  •  “Super  tough”  from  superwater-­‐resistant  fabric.   Reference  :  www.ehow.com/facts_5498391_history-crumpler-bags.html
    • Crumpler’s  StoreI BRISTROL LONDON MAN CHESTER VANCOUVER TORONTO NEW YORK BEIJINGSAN FRANCISCO MUMBAI MANILA SINGAPAORE KUALA LUMPER JAKARTA BRISBANE PERTH SYDNEY ADELAIDE MELBOURNE
    • Key  SuccessI•  Unique  and  Colorful  Design  •  Product  innovaTve  :  Fastened  Strap,  Third  leg,   Chicken  Tex  Supreme™    •  Word  of  Mouth  :  Beer  for  Bag  •  Standard  Technical  Merchandise  •  Focus  on  well-­‐built  and  marketed  product  line  
    • Inside  &  OutsideI
    • Camera  Marketshare  -­‐  2009I 2010      •  digital  camera  market  1.3  Million  units (grew  15%  from    2009)         in  Thailand.   •  Canon  sold  750,000  unit  (60%  of  market  share)     Jan-­‐May  2011                 •  Digital  camera  market  grew  23.6%     •               Canon  belief  to  take  this  share  20-­‐25%  and  70%  for  share  of    DSLR  camera  (monthly  sale  to  8,000  unit)    
    • PEST Poli?cal! •  Imported  Tax  barrier.     ! •  Spend  less   Economic   •  High  infla?on,  emphasis  on  safety   •  DSLR  camera  users  increased   Social   Cultural! •  Bicycle  users  increased   •  Most  people  looking  for  unique  design   Technology! •  Product  development   •  Fake  or  copied  product  
    • StrengthI WeaknessI •  AXracTve  Design   •  Variety  product   •  Brand  awareness   •  CompeTTve  price   lower  than   •  Global  Brand   compeTtors   •  AZer  sale  service   •  Always  improve  product   •  Price  slightly  higher   development  by  use  innovaTon   !    OpportunityI ThreatI •  Increase  growth  rate  for   •    Copied    design  from   DSLR  camera  ‘s  user   ! other  brands   •  Fake  product      
    • Five  Forces  ModelI
    • Goal  &  Objec?veIWhat  are  we  in  the  future?I
    • GoalI •  Top  of  mind  in  camera  bag.!Objec?veI Short  termI •  Focus  on  camera  bag  market.   •  Sale  revenue  36  Million  (THB)  in  first  year   launched.! •  In  First  year;  market  share  in  camera  bag  20%.! Long  termI •  Expand  market  for  other  bag  like  laptop  bag  and   messenger  bag!
    • STPIWhat  is  our  target  group?I
    • Target  CustomerIPrimary  Target  :    Amateur  photographer          Urban  life  style            Trendy  teenagers  ! Secondary  Target  :    General  photographer!
    • Posi?oningI Crea?ve   DesignIGeneralI SpecializeI Uncrea?ve  designI
    • Marke?ng   StrategyIHolis?c  Marke?ngI
    • Brand  Iden?tyI
    • Brand  Iden?tyI
    • 4P  :  ProductI
    • 4P  :  ProductI Augmented  Product! Actual  Product! Camera  Bag! Colorful  &  Unique   Design!
    • 4P  :  ProductI •  Unique  and  Colorful  Design   •  Product  innovaTve  :  Fastened  Strap,  Third  leg,   Chicken  Tex  Supreme™     •  VibraTon  and  Impact  absorb   •  Claim  Service   •  Life  Tme  and  World-­‐Wide  Warranty  
    • 4P  :  PriceI We  use  standard  price  I Policy  of  crumpler  :      Each  Region  price  must  be  standardized!
    • 4P  :  ChannelI Direct  Channel  !
    • 4P  :  ChannelI R makes y ou Sexy !!!! CRUMPLE tral  World!  S tore  @  Cen ur  Flagship O
    • 4P  :  IMCI Direct  Marke?ngI Photo  contest  in  concept  “  Crumpler  make  u   sexy  “  via  Facebook  and  twiier.   Reward  is  package  tour  to  Australia  ,origin  of   crumplerI Buzz  marke?ng  before  grand  opening  @  JJ  MarketI
    • 4P  :  IMCI Buzz  Campaign  I 11/11/2011 Central world
    • 4P  :  IMCI Buzz  Campaign  I
    • 4P  :  IMCI Public  Rela?onI •  Grand  opening  event  @  central  world
    • 4P  :  IMCI Sale  Promo?onI Promo?onal  Pricing   Non-­‐price  promo?ons   •  Special  price  for  camera  bag  +   •  Canon  for  Crumpler   accessories   •  Guarantees  and  added  services   •  Get  a  gik  voucher  for  next   purchase  
    • 4P  :  IMCI Non-­‐price  promo?ons   Special  deal  with     4  famous  photography  communi?esI
    • 4P  :  IMCI Adver?singI CRUMPLER makes you Sexy !!!! In  magazine  such  as  Chic  of  life  ,  Kazz.  I Use  advertorial  method    in  photography  magazine.I
    • 4P  :  IMCI Sponsors  in  TV  Shows  ;  Teen  in  trend    ,  J-­‐plan   holiday  ,  Friend  tripI Use  try  in  by  product  movement  method  in  TV  show
    • 4P  :  IMCI Sponsorship  &  Event  Marke?ngI Sponsor  in  Photo  Fairs  and  EventsI Sponsor  Photo  Club  in  Universi?esI
    • Ac?on  PlanIWhen  will  we  do?I
    • Crumpler    :  Ac?on  PlanI Ac?onI M1I M2I M3I M4I M5I M6I M7I M8I M9I M10I M11I M12I Marke?ng  ResearchI FinancingI Sign  ContactI Find  Loca?on  of  1st  ShopI Decorate  1st    shopI Buzz  Marke?ngI Grand  OpeningI Holis?c  Marke?ng  (IMC)ILauch  New  product  categoryI Find Location for 2nd Shop Gik  voucherI
    • Budget  PlanIWhat  about  the  budget?I
    • Crumpler    :  Budget  PlanI DetailI Es?mated  Budget  (THB)  I Pain?ng  Crumpler  @  J.JI 50,000  I Grand  opening  @  Central  WorldI 600,000I Sponsor  Bag  for  Teen  in  Trend  I 36,000I Sponsor  Bag  for  Friend  tripI 36,000I Ads  in  Photo  MagazineI 40,000I Support  Photo  communi?esI 30,000  I Photo  contest  via  facebookI 100,000I Special  deal  on  web  boardI 10,000I Canon  for  CrumplerI 300,000I Camera  bag  with  strap  promo?onI 50,000I Gik  voucherI 50,000I BudgetI 1,312,000I
    • 08I Evaluate   &KPII How  do  we  evaluated?I
    • Crumpler    :  Evaluated  &  KPIIMarket  share  target       • 6  Month  Target      10%   • 12  Month  Target        20%   Marke?ng  Budget  as  a  Percent  of  Sale   Less  than  2.5%   Annual  Bags  Sold   12,000   AVG.  Price  per  Bag  (Baht)   3,000   Number  of  Bags  Cannon  Co-­‐Promo?on       6  Month  Target        10%   12  Month  Target          20%  
    • 09I Con?ngency  PlansI What  will  we  do  if  crisis  happens?I
    • Crumpler    :  Con?ngency  PlansI 1st    Case    :  If  we  miss  6  months  target   • Launch  the  limited  edi?on  product   • Mid  Year  Sale  30%-­‐50%I 2nd    Case    :  If  we  miss  12  months  target   • Increase  Sale  Channel  to  Camera  Store  such  as   Photo  Hunt,  World  Camera   • Promo?on  Event  in  School  and  University   (Photo  Club)I