2. About the Company
Spring Day
Group BV
Spring Day
Invest BV
Dutch
Delight BV
Brand
Dutch
Delight
body wear for young (18-28 years), fit, healthy and fashion savvy sporty men and women
Initial product portfolio: underwear in basic colors
Products of Dutch Delight BV do not exist on Dutch and Turkish markets yet.
3. Research Objective
find relevant information for the company regarding marketing mix
(product, price, place, promotion) and provide recommendations for
implementation
4. Central Research question
What kind of marketing mix strategy could Dutch Delight company
choose to successfully introduce the Dutch Delight’s product in the
Turkish underwear market?
5. Sub-questions
What kind of marketing mix strategy could Dutch
Delight company choose to successfully introduce the
Dutch Delight’s product in theTurkish underwear
market?
What is the value
proposition of
the product?
What are trends in
underwear industry
inTurkey? What are threats
and opportunities
for the company in
Turkish market?
What is a suitable
marketing mix for
the Dutch Delight
products?
Which entry
strategy could
company use?
6. • Questionnaire
• Focus Group
• Interview
• Secondary data analysis
• Interview
• Questionnaire
• Focus group
What is the value
proposition of the product?
• Secondary data analysis
What are trends in
underwear industry in
Turkey?
• Secondary data analysis
What are threats and
opportunities for the
company inTurkish market?
What is a suitable
marketing mix for the
Dutch Delight products?
Which entry strategy could
company use?
Method
7. Answering the Sub-Questions
• the resonating focus
• The most desired product’s characteristics : comfort and how it looks
on the buyer, duration, comfort, fabric and ability to dry quickly
• an added value: ability of sportive underwear to be used as everyday
underwear
1. What is the value proposition of the product?
8. • industry performs a rise
• underwear category is the best-seller
• consumers changed their minds to more stylish products
Answering the Sub-Questions
2. What are trends in underwear industry inTurkey?
9. • well-skilled and educated labor force; not costly
• the largest young population
• a large amount of suppliers within the industry
• consumers like shopping on-line. In future as well
• the ratio of elderly and young people will change
• power of consumers is high
• Intensive competition
Answering the Sub-Questions
3. What are threats and opportunities for the company inTurkish
market?
10. • 4 P’s marketing mix
• Product: the most desired characteristics; brand description may include
attributes of active life, going out, etc
• Promotion: communication through the social networks ,web-sites,
bloggers; contract with famous model
• Place: on-line shop; retail point; human resources
• Price: willing to pay if it satisfies their needs; brand lovers; not price
sensitive
Answering the Sub-Questions
4.What is a suitable marketing mix for the Dutch Delight products?
11. Answering the Sub-Questions
5. Which entry strategy could company use?
• contacts and relationships
• local partner
• joint venture
12. Answering the Central Research Question
What kind of marketing mix strategy could Dutch Delight company choose to
successfully introduce the Dutch Delight’s product in theTurkish underwear market?
• comfortable, made of pleasant fabric and
look good; active lifestyle, try new thing,
etc => happiness, relaxationProduct
• marketing activities online; presence in
social networks; on-line magazines,
websites, bloggers
Promotion
• shop online; a selling point is essential
Place
• shouldn’t be higher than on Dutch market;
price can be changed in the future; could be
between 30 – 70TRLPrice
13. Discussion and Recommendations
Discussion
limitation factors : time, resources, spoken language.
A mixed method has been used.
the conclusion still can be reliable and a good base for further investigation and
analysis.
focus group and interviews brought the same results. Many questions were from
the questionnaire.
14. Marketing mix
Distinguishing
feature
underwear
Portfoliobrand name,
target group
Recommendations
Product
•same as on Dutch
market
•18 – 28 found of sport
•16 – 18; 28 – 38 found of sport
•18 – 28 don’t sport much
•standard line of underwear
•basic colors
•low rise design
•stylish yet comfortable
•special offers
•Comfortable, durable,
quickly to dry
•Less nylon, more
cotton
•low rise design
•sportive underwear as
everyday underwear
17. Реклама
Marketing mix
Purpose
Focus on
the
internet
Contract
with
model
Promotion
•notify the target group
•increase awareness
•stimulate sales
•social networks
•sport, healthy life and fashion
oriented magazines
•web-sites
•bloggers
•s contest
•increase trust and awareness
•influence the SEO
• will be reflected in social networks
19. Was the goal reached?
The goal :
find relevant information for the company regarding marketing mix
(product, price, place, promotion) and provide recommendations for
implementation
Information
recommendations
