Reebok presentation
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This marketing plan proposes for Reebok to enter the Chinese market by targeting three niche markets: classics, running, and CrossFit footwear. The plan outlines conducting market and SWOT analyses of China which reveal opportunities in health trends but also competition threats. The marketing mix details a product line, e-commerce and offline distribution, premium pricing, and promotion through social media and events targeting 18-35 year olds. The budget projects 257 million euros in 2018 marketing costs based on Adidas Group's past spending. Risk management addresses financial, operational, political, and marketing risks of expanding to China.
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The document discusses strategies for building brand equity in the Japanese luxury menswear market. It recommends conducting a brand audit to define the brand's essence, identity, and positioning. It analyzes opportunities to establish brand equity through improving brand awareness, associations, and loyalty. Key recommendations include focusing digital strategies on localization, content management, and social media to drive awareness and engaging directly with loyal customers. The strategies aim to add brand equity by increasing customer awareness, perceptions of quality, and loyalty to the brand.
marketing management
1. The document outlines the objectives and modules of a Marketing Management course taught by Mr. Jeevan Lawrence. The course aims to give students an understanding of fundamental marketing concepts and analyze factors influencing buying behavior.
2. Module 1 provides an introduction to key marketing topics like the exchange process, marketing environments, and differences between needs, wants and demand. It also defines important terms like customer, consumer, and market.
3. The document discusses different marketing orientations like production, product, selling, and societal orientations and how the focus of marketing has evolved from a production to a customer-centric approach.
Topshop (A Marketing Management Project for MBA)
Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion"
The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.
Marketing plan for fastrack new product line (clothing)
Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent Accessory brand targeting the urban youth in 2005. With a vision to become a complete fashion brand for the youth, Fastrack quickly extended its footprint to sunglasses in 2005 & then Bags, Belts & Wallets in 2009. Fastrack’s provocative, tongue-in-cheek advertising, its unique & affordable designs & its quick extension across categories ensures its popularity with the urban youth audience, making it one of the fastest growing fashion brands within the country. Its growing presence on Facebook – a fan base that now touches 6 million, keeps it in touch with its audience.
With enough categories to fill up a store, Fastrack ‘moved on’ to open its exclusive store chain for its young consumers across the country. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009; which has now grown to over 150 stores. It tapped in a market that was fresh and relatively untapped by understanding the right need of providing the youth fashionable branded accessories which wouldn’t hurt their pockets. True to their promise, fastrack has consistently come up with new designs at an affordable price. The success in watches led to brand extension into other accessories market ranging from sunglasses, belts, bags, caps and wristbands and today it’s the largest selling sunglasses brand. Its promos were catchy, the campaigns 'how many you have men" and "move on" tapped the right emotions. The brand has big plans as it has expanded its distribution network apart from selling through TITAN stores, It now retails through store-in-store models, watch retailers and other departmental stores. It has started their standalone retail shops of fastrack products at all the major cities and aim to reach 50 stores by this year end. This is one brand which has got its STP right. The TG is trendy, ambitious, thinks big and wants branded stuff which their friends recognize and fastrack priced it rightly with watches starting from 699/-.
Fastrack has excellent brand recognition across all its products and is a cult among the youth, the brand should start a new campaign promoting their website and allow users to build their own communities across all its products. This would serve following purposes .
1. Create loyalty for its products and Enable communication of proud Fastrack owners using similar products.
2. A platform to upload their pics on the site (sporting Fastrack products) and allow other users to rate & comment on how cool they are!
3. When the user logs in, the brand can promote its new collection, In this way it can cross sell to its existing base of loyal customers.
American Apparel Integrated Marketing Strategy
This document provides an overview and analysis of American Apparel, a vertically integrated apparel manufacturer, distributor, and retailer. It discusses the company's history, operations, products, distribution channels, target market, competitors, and macro environment. It also analyzes the US apparel industry and market trends. The document then provides recommendations for an integrated marketing strategy, including repositioning the brand, increasing digital marketing and e-commerce, improving inventory management, and implementing a "Back to Basics" advertising campaign. Financial projections anticipate increased sales and profits resulting from the recommendations.
Groupon presentation
- Groupon was founded in 2008 in Chicago by Andrew Mason and has since expanded to over 48 countries. It began as a daily deals website but has shifted focus to become more of an e-commerce platform.
- A SWOT analysis showed Groupon's strengths as its large customer base and data collection capabilities but weaknesses in high customer acquisition costs and easy replication of its business model. Opportunities include building loyalty through personalized deals while threats include large competitors.
- Groupon's corporate strategy is to become a top retail commerce platform through bulk buying discounts and customized sales. Its business strategy has shifted segments from daily deals to focus more on retail goods and travel. It recently changed leadership and is realigning resources to mobile
Social Media Revolution
Social Media Synergy Group - Session #1 - Presented by Ira Kaufman
There is a social media revolution going on and you can join in or watch as your competitors do. For successful results in social media you need an integrated media marketing strategy.
Sports and Entertainment Marketing
This document discusses topics related to sports and entertainment marketing, including defining sports and entertainment marketing, choosing distribution channels, and addressing economic issues. It provides examples of marketing strategies for different stages of product lifecycles in sports and entertainment. These include strategies for the introduction, growth, maturity, and decline stages. It also discusses marketing considerations and strategies for various sectors within sports and entertainment, such as collegiate and professional sports.
fitness plan
FitChef is a startup that provides convenient, healthy pre-packaged meals for bodybuilders and the working class in China. It plans to establish multiple manufacturing bases and partner with gyms in large and mid-sized cities to sell customized meal plans for convenient access to high-quality food. The company's main products are high-protein and low-fat meal packs for males and females at a price of RMB 30 per box. FitChef aims to raise $500,000 in initial funding to expand manufacturing and marketing to tap into an estimated $17 billion market for bodybuilding enthusiasts and a growing working class population in China.
LULU
- Lululemon is a Vancouver-based athletic apparel company founded in 1998 that sells yoga, running, and fitness clothing. It currently has 289 stores across 5 countries and is focusing on international expansion.
- Lululemon's target market is primarily women ages 18-34 who are college-educated, professional, and have a moderate to high income. Men have become a secondary target market.
- Since going public in 2007, Lululemon's stock has significantly outperformed the S&P 500 and its competitors. It has experienced rapid revenue and store growth but faces challenges from quality issues, competition, and limited brand recognition in some markets.
CHAPTER_1_Marketing_Management_Chapter_1.pptx
The document discusses key concepts in modern marketing. It defines marketing as identifying and meeting human and social needs profitably. The scope of marketing has expanded beyond traditional goods and now includes services, experiences, organizations and ideas. Core concepts discussed include segmentation, targeting specific customer groups, and positioning offerings to deliver benefits to targets. New capabilities enabled by technology allow more customized and data-driven marketing approaches across touchpoints. Performance marketing requires understanding both financial and non-financial returns from activities.
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- 1. Beatriz Fonseca (e1800856) Erik Seefelder (e1800850) Filip Kudláček (e1800858) Nhon Tran (e1700987) Simona Coubalová (e1800857) REEBOK International Marketing Plan To China
- 2. Company Analysis • Beginning of the company and how it became famous • Stagnation • Adidas Acquisition and new strategy
- 3. Core Business • Struggle to find its own positioning while a part of adidas group • CrossFit market Trend 2010 (U$ 86 Bi world wild) • Reebok closes an exclusivity deal in 2011 • Running, training and classics. “Be more human”
- 4. Market Analysis China • Biggest population in the world (1,379 billion) • Largest Economy globally ($23.16 trillion) • Health Conscious • 13th 5 year plan • Health China 2030 • BAT
- 5. Nature of Demand • China´s growth and uprising middle class • Increase in the purchase power and consumption • Target group varies from kids to seniors – core group from 18- 40 • Adopters of social media, influencers and e-commerce. • Brand loyalty - taste for international brand – status – Image • Kotler´s category of limited decision-making buyers
- 6. Size and Extent of Demand • New awareness of health • Government incentives • Half a billion Chinese will spend their free time doing activities until 2025 • Sportwear industry grew from $23.9 billion to $26.6 billion (2014-2015) – estimative to grow up to U$ 32 Bi by 2020 • CrossFit academies grew 200% in 2016
- 7. SWOT Strengths Segments Diversity Multi-channel distribution strategy High brand love Celebrity Endorsements Sporty brand image Weaknesses Poor awareness Excessive commercialization Opportunities Health concern in China Niches Threats Competition Steals
- 8. Objectives International Objectives Growth via international business and improve its brand recognition globally. Market Objectives Entry the Chinses market targeting the footwear market in it is three niches: classics, running and Crossfit. The goal is to have the brand stabilized in the market and reckon as the most used and high quality from its niche in 5 years.
- 9. Marketing Mix Product Production and distribution accessories related to sports, apparels and footwear • Shoes CrossFit Running Training Walking. • Competitors Nike Adidas Puma
- 10. Place • E-coomerce: E-commerce proves to be Reebok’s centralized selling channel, which is driven by mobile consumer behavior and Chinese shopping preference in an inclusive online eco- system. • Offline store: These stores are divided into Super-Special stores, Limited-Line stores and Single-line stores. Process • Authentic product display and customer service • Clear images, description about the nature of shoes such as size, color, patterns • Online consultancy, delivery services • Well-trained and accountable sale- team
- 11. Price Pricing is one of the most critical and most important component within the theory of marketing mix. Pricing at a premium • “Image pricing” or “Prestige pricing” • Premium pricing means higher profits on every unit sold. • The benefits: • Competitors Advantage • Increased Visibility • Improved Profits Physical Environment • Focus on e-commerce and m-commerce • Physical places • Compare with USA
- 12. Promotion Mainly social media and special events • Social media • Alternatives of YouTube, Facebook and Instagram • Events • Charity events • Charity running • Running for purpose • People • Target audience from 18 to 35 years old • Segmentation • Men • Women • Positioning • “Celebrate individuality in sport life”
- 13. Planning Budget Planning Assumptions • Governance Policies and Regulations • Taxes • Location and Labor Force • Other Operational Costs Marketing Costs • Adidas spend 213 million euros in Operation in China in 2017 • Includes distribution, marketing overhead costs, logistics, R&D • In 2016, Adidas Group spent 2733 euros million in marketing expenses • Includes promotion, advertisement, partnerships and other costs. • Prevision of 257 million euros in 2018
- 14. Implementantion and Control Risk Management • Financial risk • Commodity price • Cash flow and liquidity risk • Increasing competition • Operational risk • Expansion of government’s role • Regulation and compliance • Emerging technologies • Political risk • • Marketing risk • Damage to brand reputation • Language barrier
- 15. Thank You