This is the capstone project of my Marketing Research class from Spring of 2015. The data that we collected was analyzed using SPSS, and the print outs from SPSS are not included in this document
Berlin Hyp is preparing to launch the first green covered bond. In this special sponsored report, published by The Covered Bond Report, Berlin Hyp and its partners discuss the germination of the idea, the product's potential, and how it fits into wider ESG and SRI trends in the capital markets.
This is the capstone project of my Marketing Research class from Spring of 2015. The data that we collected was analyzed using SPSS, and the print outs from SPSS are not included in this document
Berlin Hyp is preparing to launch the first green covered bond. In this special sponsored report, published by The Covered Bond Report, Berlin Hyp and its partners discuss the germination of the idea, the product's potential, and how it fits into wider ESG and SRI trends in the capital markets.
Presented at WordCamp San Francisco 2013 #wcsf
P2 from Automattic is an atypical WordPress theme that works for longer posts but really lends itself to quick updates, inline commenting, and real-time communication. In this session, see how a P2-powered internal blog has improved staff communication and cohesion at UCSF Library resulting in a much better user experience for the researchers and students we support.
5 secret steps to becoming a travel virtuosoMark Crocker
What is the difference between a tourist and a traveller? A traveller has learned how to understand the stress of travel and make it work for them!
Here are the tools for you to become a Travel Virtuoso (a person highly skilled in an artistic pursuit)
Here's a quick history of Haiku Deck (www.haikudeck.com). If you feel inspired by our startup story, please consider joining our movement! Learn more about our free app (iPad and Web) for creating beautiful presentations available at www.haikudeck.com.
Check out a little story about Mark' vacation in Vietnam. Lots of tips and great overview of major sites in Nha Trang and Ho Chi Min. Made entirely on the iPad in 4 hours.
How do you successfully pitch your business to investors? As an entrepreneur and venture capitalist, I've been on both sides of the funding process. Here are 7 myths of startup financing -- and the truths you should follow.
Your brain is capable of incredible healing and constant reshaping. Through a new relationship with your brain you can transform your life. With increased self-awareness and conscious intention, the brain can be taught to reach far beyond its present limitations.
This is a visual excerpt from my book "Super Brain," which I co-authored with Rudolph Tanzi, PhD. To read more, go to: http://www.chopra.com/
Quotes have the power to inspire, energise and motivate mentors and mentees. This Slideshare shares Inspirational Mentoring Quotes to support mentoring in your organisation.
For more resources, check out www.antoinetteoglethorpe.com/resources
This is my final project at Polimoda Fashion Institute where I have completed a Master Degree in "International Fashion Business and Marketing". I was the leader of this project, which is about the brand Céline and it has to deal with:
Product; Marketing; PR & Communications; Graphic Design; E-commerce and Socials; Budgeting
Presented at WordCamp San Francisco 2013 #wcsf
P2 from Automattic is an atypical WordPress theme that works for longer posts but really lends itself to quick updates, inline commenting, and real-time communication. In this session, see how a P2-powered internal blog has improved staff communication and cohesion at UCSF Library resulting in a much better user experience for the researchers and students we support.
5 secret steps to becoming a travel virtuosoMark Crocker
What is the difference between a tourist and a traveller? A traveller has learned how to understand the stress of travel and make it work for them!
Here are the tools for you to become a Travel Virtuoso (a person highly skilled in an artistic pursuit)
Here's a quick history of Haiku Deck (www.haikudeck.com). If you feel inspired by our startup story, please consider joining our movement! Learn more about our free app (iPad and Web) for creating beautiful presentations available at www.haikudeck.com.
Check out a little story about Mark' vacation in Vietnam. Lots of tips and great overview of major sites in Nha Trang and Ho Chi Min. Made entirely on the iPad in 4 hours.
How do you successfully pitch your business to investors? As an entrepreneur and venture capitalist, I've been on both sides of the funding process. Here are 7 myths of startup financing -- and the truths you should follow.
Your brain is capable of incredible healing and constant reshaping. Through a new relationship with your brain you can transform your life. With increased self-awareness and conscious intention, the brain can be taught to reach far beyond its present limitations.
This is a visual excerpt from my book "Super Brain," which I co-authored with Rudolph Tanzi, PhD. To read more, go to: http://www.chopra.com/
Quotes have the power to inspire, energise and motivate mentors and mentees. This Slideshare shares Inspirational Mentoring Quotes to support mentoring in your organisation.
For more resources, check out www.antoinetteoglethorpe.com/resources
This is my final project at Polimoda Fashion Institute where I have completed a Master Degree in "International Fashion Business and Marketing". I was the leader of this project, which is about the brand Céline and it has to deal with:
Product; Marketing; PR & Communications; Graphic Design; E-commerce and Socials; Budgeting
SWOT Analysis
Marketing Mix
Come definire il prezzo di un prodotto/servizio
Come promuovere un prodotto/servizio
L’importanza della catena di distribuzione
Posizionamento competitivo: le sei vie strategicheLeonardo Milan
Le vie strategiche. Estratto dal corso marketing e comunicazione.
Ogni azienda o marca deve posizionarsi nel mercato competitivo. Le sei vie strategiche consentono di scegliere con maggiore consapevolezza e precisione il proprio posizionamento competitivo.
le sei vie strategiche sono:
Strategia Leader della categoria
Strategia dello sfidante (challenger, del leader di nicchia o di categoria)
Strategia Follower
Strategia Leadership di prezzo
Strategia Leadership segmento (nicchia)
Strategia Oceano Blu
Posizionamento competitivo: le sei vie strategiche
Roller vans
1. RollerVans
A. Falcone , I. Lovotti
Progetto Marketing 2013
2. Analisi situazione ambientale
Forza: Debolezza:
- Brand noto e consolidato - Possibile diluizione del
- Qualità e professionalità brand
• ANALISI INTERNA
- Estensione/Nuova - Concorrenza
– Punti di forza
fruizione - Costo
– Punti di debolezza
- Design confortevole e - No esperienza nel mercato
innovativo
Opportunità: Minacce:
• ANALISI ESTERNA
- Orientamento culturale - Infrastrutture inadatte
– Minacce
positivo allo sport - Difficoltà di moda
– Opportunità
- Momento positivo per - Marche come All
entrare nel mercato Star/Globe possano entrare
nel mercato
Progetto Marketing SP 2012
3. Analisi della domanda
• Mercato di rifermento Mercato statunitense
• Mercato potenziale: tipo di interesse
• Mercato disponidbile: risorse economiche ma
anche non interessati
• Mercato target: risorse economiche, disponibilità
ad accedere all’offerta e interesse
Progetto Marketing SP 2012
5. Quota di mercato (Roller skates)
% prima del nostro prodotto
1,10%
21,70% Rollerblade
FILA
77,20% Others
% minima (con 20%) % massima (con 25%)
0,88% 20%
Rollerblade 25% Rollerblade
FILA FILA
17,36% Others 0,83%
61,76% 57,90% Others
16,27%
RollerVans RollerVans
Progetto Marketing SP 2012
6. Analisi del comportamento del
consumatore
• Fattori culturali
• Fattori sociali
• Fattori personali
• Associazioni mentali (sport) del consumatore
verso il brand
• Monitoraggio reazioni e soddisfazioni
Progetto Marketing SP 2012
8. Valutazione competitiva
• RollerVans si trova nella fase di introduzione
mentre Rollerblade è già nella fase matura del
ciclo di vita del prodotto;
• Rollerblade ha una grande quota di mercato
mentre RollerVans non ha ancora nessuna
quota di mercato nei Roller Skates poiché
deve ancora essere lanciato sul mercato;
Progetto Marketing SP 2012
9. Definizione della strategia
• Target
• Posizionamento
– points of parity
– points of difference
• Marca
Progetto Marketing SP 2012
10. Programmi di marketing operativo
Prezzo
Canali di comunicazione
Distribuzione
Mix dei media
Promotion
Progetto Marketing SP 2012