Athena Presentation

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Marketing Strategies project to develop a marketing strategy and positioning for "our" athletic shoe company Athena.

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  • Beginning in yr 14 World Council started the gold star program : Industry leader in 17, 19, 20 Second in industry 15,16, 18
  • Athena Presentation

    1. 1. Athena<br />
    2. 2. Overview<br />Strategy <br />Segmentation<br />Positioning and Advertisements <br />Tactics <br />Results and Trends<br />What We Learned<br />Future Outlook<br />
    3. 3. Strategy<br />In-market<br />Premium Brand<br />Growth Strategy<br />Market Penetration <br />Offensive Strategy <br />Invest to improve the competitive position <br />
    4. 4. Segmentation <br />Demographic <br />Women <br />Twenties to early forties<br />Psychographic <br />Active, busy lifestyle<br />Mothers<br />Brand conscious <br />Status-seeking <br />
    5. 5. Lisa Wittmer<br />Positioning <br />and Advertisements <br />
    6. 6. Positioning<br />“For the Goddess in You”<br />Fashion<br />Quality<br />Environmental Responsibility <br />Comfort<br />Image <br />Feel Good <br />
    7. 7. Advertisements<br />Celebrity Endorsements<br />Oprah Letterman (yr 12, 13, 14, re-signed in 20)<br />Lorena Lopez (yr 18, 19)<br />One billboard for Latin America<br /> Press Release for magazines<br /> Advertisements for magazines<br />Shape, Oprah, Elle, Vogue, Real Simple etc. <br />
    8. 8. Athena<br />“For the Goddess in You”<br />Logo and Tagline<br />
    9. 9. Press Release<br />
    10. 10. Magazine Advertisement - 1<br />
    11. 11. Magazine Advertisement - 2<br />
    12. 12. Outdoor<br />
    13. 13. Tactics<br />Laura Ostermann<br />
    14. 14. Tactics<br />Product<br />High-end, high-quality shoes<br />Increase S/Q rating<br />Corporate Responsibility<br /> Price <br />Wholesale ~$72.00<br />Online ~ $110.00 plus shipping<br />No rebates<br />
    15. 15. Tactics Continued<br />Place<br />Present in every region <br />Exclusive distribution<br />Fewer retail outlets <br />High-end retailers<br />High level of retailer support<br />Online <br />
    16. 16. Tactics Continued <br />Promotion <br />Strong brand image <br />Increase in advertising expenses <br />Celebrity endorsements<br />
    17. 17. Results and Trends<br />What We Learned<br />Autumn Marcus<br />
    18. 18. Results and Trends – Net Revenue<br />Years<br />
    19. 19. Results and Trends – Net Profit<br />Years<br />
    20. 20. Results and Trends – Operating Margin Statistics<br />
    21. 21. What We Learned <br />Niche customer segments<br />Importance for consistency<br />Not getting lost in tactical decisions<br />Long-term focus<br />
    22. 22. Future Outlook<br />Long-term premium image<br />Increase S/Q<br />Ethics training to continue corporate responsibility<br />
    23. 23. Questions? <br />

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