This document provides an integrated marketing communications plan for the FF Group of Companies focusing on their expansion into China. It includes a situation analysis of the luxury goods market and competitors in China. The objectives are to strengthen FF's reputation, attract new customers, and create positive buzz in the industry. The strategies proposed include consistent branding, reusable digital content, and metrics to measure activities and inform future decisions. If implemented, this plan aims to successfully introduce the FF brand in China while respecting local needs and expectations.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
IMC 610 Integrated Marketing Communication Plan for KmartStephanie Marchant
Integrated Marketing Communications plan for Kmart. The target audience of female shoppers between the ages of 18 and 45 is the focus of the proposed campaign and a great deal of research has been completed to identify and utilize Kmart’s strengths, weaknesses, opportunities and threats to prepare a plan most beneficial to the organization. Objectives and tactics have been designed to fall in line with Kmart’s mission and values. This detailed plan includes marketing, creative, media, and public relations strategies, as well as direct marketing and sales promotions suggestions. A comprehensive budget and media plan flowchart map out the campaign and the proposed measurement and evaluation plan will assess the campaign upon completion.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Case study on Colgate Palmolive- The Precision ToothbrushIshita Pandey
This is a case study on Colgate-Palmolive: The Precision Toothbrush done under the guidance of Professor Sameer Mathur, IIM Lucknow for Marketing Management internship.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Case study on Colgate Palmolive- The Precision ToothbrushIshita Pandey
This is a case study on Colgate-Palmolive: The Precision Toothbrush done under the guidance of Professor Sameer Mathur, IIM Lucknow for Marketing Management internship.
L'Oréal brand La Roche Posay Brand Marketing Strategy Krishni Miglani
A presentation developed for a case study competition in 2012 for L'Oréal's brand La Roche Posay. Covers customer insights, barriers and a brand communication plan along with channel level strategy
Integrated marketing commuinication plan an IMC plan Ahmed Hazzaa
An IMC plan presentation for an Egyptian company called Kaha faced a development crisis during the 90's in this presentation providing a new design for the packaging and new target segment among the youth in the Egyptian society and new form of distribution
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Cross Cultural Business Development & International Management Franca Foligatti LLC
Presentation of my annual workshops on the North American market for ISTAO, post-graduate Business School in Ancona, Italy, providing cultural insights and business development for ‘Made In Italy’ products.
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
The presence of physical borders between countries has become meaningless for business organizations to much extent due to globalization of markets. In today’s rapidly changing market environments it has become crucial for organizations in general and marketers and advertisers in particular to recognize the significance of cultural anthropology and local values to effectively communicate brand messages across borders. Despite the fact that many marketers prefer to have standardized marketing mix variables, elements of corporate visual identity (CVI) too are often tailored when firms cross their home-country boundaries to establish a desired image. In this paper, how attractive “Sense and Simplicity” – Philips Electronics’ standardized central message – is in two different cultures is analyzed.
Chapter 8 & Chapter 9 of the TextbookSource Keegan, W. J., & GrJinElias52
Chapter 8 & Chapter 9 of the Textbook
Source: Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Retrieved from https://www.vitalsource.com
8-1 Export Selling and Export Marketing: A Comparison
8-1 Compare and contrast export selling and export marketing.
To better understand importing and exporting, it is important to distinguish between export selling and export marketing. First, export selling does not involve tailoring the product, the price, or the promotional material to suit the requirements of global markets. Also, the only marketing mix element that differs is the “place”—that is, the country where the product is sold. The export selling approach may work for some products or services; for unique products with little or no international competition, such an approach is feasible. Similarly, companies new to exporting may initially experience success with selling. Even today, the managerial mind-set in many companies still favors export selling. However, as companies mature in the global marketplace or as new competitors enter the picture, export marketing becomes necessary.
Export marketing targets the customer in the context of the total market environment. The export marketer does not simply take the domestic product “as is” and sell it to international customers. Instead, to the export marketer, the product offered in the home market represents a starting point. This product is then modified as needed to meet the preferences of international target markets; for example, this is the approach the Chinese have adopted in the U.S. furniture market. Similarly, the export marketer sets prices to fit the marketing strategy and does not merely extend home-country pricing to the target market. Charges incurred in export preparation, transportation, and financing must be taken into account in determining prices. Finally, the export marketer adjusts strategies and plans for communication and distribution to fit the market. In other words, effective communication about product features or uses to buyers in different export markets may require creating brochures with different copy, photographs, or artwork. As the vice president of sales and marketing of one manufacturer noted, “We have to approach the international market with marketing literature as opposed to sales literature.”
Export marketing is the integrated marketing of goods and services that are destined for customers in international markets. Export marketing requires:
An understanding of the target market environment
The use of marketing research and identification of market potential
Decisions concerning product design, pricing, distribution channels, advertising, and communications—the marketing mix
After the research effort has zeroed in on potential markets, there is no substitute for a personal visit to size up the market firsthand and begin the development of an actual export-marketing program. A market visit should accomplish several ...
Dissertation International Marketing Management SampleDissertationFirst
Dissertation International Marketing Management Sample:
'Textile Component' is a UK based company and successfully operating its transactions from many years. The company produces and sell components and parts to other textile manufacturing industry. The major products of the firms are buttons, zips and fasteners for the clothing as well as garments. As the organization has achieved success and because of the recent trends in globalization, textile component decided to expand their market and increase their global reach. Internationalization of business is not considered as an easy task. Many challenges and hurdles come across in this context. Organization need to adopt many practices and strategies to perform better and effectively in the international market (Johnson and Turner, 2009).
The main purpose of this report is to prepare an entry plan for international markets in regards with the textile components. The report will also investigate various factors that influence the entry mode of company in to the global market along with the potential barriers that might hinders the expansion of the firm (Globalization - Economic Dimension, 2006). Various marketing strategies in order to enter in the international market are also being explored by the researcher.
In the conclusion part of the report various recommendations for adequate marketing strategy for textile components is also mentioned which provide an aid to the firm to expand their business in the global market.
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE GrazynaBroyles24
This IS AN EXAMPLE OF SOMEONE ELSE IN THE CLASS. BELOW IS HOW THE DISCUSSION SHOULD BE DONE.
Discussion Part 1:
I have selected to be the VP of Marketing for Coke and explore some of the strategies that would need to be taken in gaining more share in the India market.
In India there is a very low market share for what is considered packaged drinks. Currently there is between a 4-5 percent of all beverages consumed in India are packaged, more people are choosing to drink tap water, tea, juices, and dairy products. In order to be successful Coca Cola would need to ensure that “company researchers broaden their definition of competitors in international markets to include competitive pressures that would not be present in the domestic market.” (Keegan & Green, 2020). This is a cultural and economic characteristic that impacts buying patterns in the India market.
There is market potential for success based off increasing consumer spending habits, and a rise in lower to middle class. When the India consumers have had more disposable income, they have shown to spend more on what is considered packaged drinks. Coke does have a current competitive advantage in that is portfolio mix does currently consist of drinks that offer a variety of fruit flavors and tastes to accommodate the local appetite. Sprite, Fanta, and possibly partnering with local vendors for other India only flavors, which is a similar approach in other countries, could prove very beneficial. Coke has shown that it can partner with local vendors for bottling of its products to reduce costs, but also give back to its local communities. This is another part of their strategy to ensure that they are being responsible to support their local communities.
Strengths
-Broad existing portfolio of products
-Brand Recognition
-Partnership with local vendors
Weaknesses
-Emerging market may take time to build
-Cultural tastes may not gravitate to traditional coke
Opportunities
-Reduce cost using local vendors for glass and packaging
-increasing market growth could allow to bring more portfolio items over
Threats
-Potential for other vendors to move into market
-Economic downturn could decrease sales/ potential future sales
Discussion Part 2:
I chose LUVS diapers as my focus from Proctor and Gamble and potential emergence into India as well. Its a latent market in that they uses other methods aside from diapers for natural infant hygiene (clothe diapers, etc). This means that there could be a need if the major environmental concerns could be met as well as done so in an economical way. A latent market means that there is not currently large market share or not market share of. This is critical information needed to decide if a company should enter or not.
In order to identify if there is a need, the following analytical techniques should be applied.
1: Use multiple measures to predict future sales opportunity. Rather than rely solely on one piece of data, utilize several resources and data t ...
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GROWTH STRATEGY OF UNILEVER IN EMERGING MARKETS.
Κ Ω Τ Σ Ο Β Ο Λ Ο Σ K-VALUES: ΟΙ ΑΞΙΕΣ ΜΑΣ «Θυμόμαστε τι μας Ενώνει»
Ο Σ κ ο π ό ς μ α ς
Τι ρόλο επιτελεί ο Σκοπός μιας εταιρεία ;
Για ποιο λόγο υπάρχει ;
Καθορίζει ΤΙ κάνουμε...ΤΙ θέλουμε να πετύχουμε
Είναι ο προορισμός μας
Τι ρόλο επιτελούν οι Αξίες σε μια εταιρεία;
Πρακτικά, τι σημαίνουν για μια εταιρεία;
Ο ι Α ξ ί ε ς μ α ς
Καθορίζουν ποιοι είμαστε και πως εργαζόμαστε
Παρέχουν σαφή καθοδήγηση σχετικά με το τι αναμένεται από τον καθένα μας σε επίπεδο συμπεριφορών
Απαντούν στο ΠΩΣ θα πετύχουμε τον Σκοπό μας
Καθορίζουν ποιοι είμαστε και πως εργαζόμαστε
Παρέχουν σαφή καθοδήγηση σχετικά με το τι αναμένεται σε επίπεδο συμπεριφορών
Απαντούν στο ΠΩΣ θα πετύχουμε τον Σκοπό μας
Αποτελούν την Πυξίδα μας
DigiMA eProject (2017): www.advertising.gr digital marketing planSpyros Langkos
Στο www.advertising.gr ο χρήστης μπορεί κανείς να βρει καθημερινά όλη την ενημέρωση που χρειάζεται για τον κλάδο της επικοινωνίας και του μάρκετινγκ, όπως τις καταγράφει η δημοσιογραφική ομάδα του περιοδικού Επικοινωνίας και Marketing adbusiness, και του ανάλογης θεματολογίας καθημερινού Newsletter BusinessToday.
Είναι η ειδησεογραφική ιστοσελίδα της DIRECTION BUSINESS NETWORK, για την αγορά της Επικοινωνίας, Marketing και Διαφήμισης σε Ελλάδα και εξωτερικό.
Φιλοξενεί όλα τα νέα του κλάδου, με γνώμονα την ποιοτική, έγκυρη και έγκαιρη ενημέρωση, παρέχοντας πλούσιο ρεπορτάζ, με συνεχή καθημερινή ροή εγχώριων και διεθνών ειδήσεων για το σύνολο της επιχειρηματικής αγοράς.
Στην παρούσα εργασία παρουσιάζεται το Digital Marketing πλάνο της ιστοσελίδας από τον ανασχεδιασμό της (Μάρτιος 2016),η κατάσταση πριν από αυτό και έπειτα αναλύονται όλες οι ενέργειες που ακολουθήθηκαν μέχρι σήμερα, καθώς και χρήσιμες βελτιώσεις και προτάσεις προς την αύξηση όλων των δεικτών.
www.advertising.gr / www.direction.gr
www.digima.gr
Basketnet.gr: Online Media Kit
Μέσα από τις σελίδες του portal για τους φίλους του μπάσκετ (basketnet.gr), οι φίλαθλοι μπορούν να αναζητήσουν ολοκληρωμένη και έγκυρη πληροφόρηση, από μια μεγάλη ομάδα έγκριτων δημοσιογράφων του χώρου, για τις θεματικές ενότητες όλων των Ελληνικών πρωταθλημάτων, της Euroleague, του Eurocup, του NBA, του NCAA κ.λ.π., αλλά και για τα παρασκήνια του αθλήματος.
Επιχειρηματικό ειδησεογραφικό portal , που προσεγγίζει και παρακολουθεί το σύνολο της επιχειρηματικής αγοράς μέσα από το πρίσμα και τη φιλοσοφία που χαρακτηρίζει όλες τις προσπάθειες της DIRECTION: εγκυρότητα, ακρίβεια, ρεπορτάζ, εστίαση στους πρωταγωνιστές της αγοράς, στήριξη στις υγιείς δυνάμεις της επιχειρηματικής σκηνής.
Ιδρύθηκε στο Τορίνο το 1946 από τον Mino Pissimiglia και ήταν το 1o περιοδικό ομορφιάς με στόχο τόσο τους κομμωτές, όσο και τους πελάτες τους. Γρήγορα έγινε το πιο σεβαστό ιταλικό περιοδικό!
Συνέχισε να αναπτύσσεται με ταχείς ρυθμούς σε όλο τον κόσμο, προσφέροντας στους αναγνώστες νέα της μόδας, ρεπορτάζ και συνεντεύξεις.
Είναι αδιαμφισβήτητα ο ηγέτης της βιομηχανίας της κομμωτικής, με ένα δίκτυο που αποτελείται από 27 εκδόσεις σε 60 χώρες και συνολικά κυκλοφορία πάνω από 339.500 αντίτυπα.
www.esteticamagazine.gr
Education Awards 2015:Yποψηφιότητα κατηγορίας Social Media - Λάνγκος ΣπύροςSpyros Langkos
Education Awards
Δημιουργούμε νέα πρότυπα!
Με γνώμονα τις εξαιρετικές ακαδημαϊκές επιδόσεις και την ενασχόληση με παράλληλες επαγγελματικές και κοινωνικές δραστηριότητες κατά τη διάρκεια των σπουδών, το Mediterranean College προχωρά σε ένα ακόμα καινοτόμο βήμα για τα εκπαιδευτικά δρώμενα, με... τα Education Awards 2015, δημιουργώντας νέα πρότυπα!
Το πρώτο Ελληνικό, αγγλόφωνο ιδιωτικό Κολλέγιο με τη μεγαλύτερη ιστορική διαδρομή στα εκπαιδευτικά δρώμενα της Ελλάδας, συγκεντρώνει – για πρώτη φορά στην Ελλάδα! – τους καλύτερους φοιτητές/αποφοίτους Ιδιωτικών Κολλεγίων, Δημοσίων ΑΕΙ/ΤΕΙ και Πανεπιστημίων Εξωτερικού, προκειμένου να διαγωνιστούν και να αναδειχθούν οι άριστοι ανάμεσά τους που θα αποσπάσουν τα φετινά Βραβεία Εκπαίδευσης. Όλοι οι υποψήφιοι έχουν προταθεί από την Επιτροπή των Βραβείων Εκπαίδευσης ως οι καλύτεροι στην κατηγορία βραβείων που έχουν επιλέξουν να θέσουν υποψηφιότητα.
Πρόκειται για μια μεγάλη πρωτοβουλία του Mediterranean College, με στόχο τη δημιουργία νέων προτύπων και την ανάδειξη ολοκληρωμένων προσωπικοτήτων, μέσα από αξιόλογους νέους της χώρας μας.
Όλοι οι νικητές – ένας από κάθε κατηγορία βραβείων – κερδίζουν, πέραν της τιμητικής βράβευσης και πλακέτας, μία υποτροφία σε μεταπτυχιακό πρόγραμμα του Κολλεγίου αλλά και την ευκαιρία να διεκδικήσουν μια θέση εργασίας σε κορυφαίες εταιρείες της αγοράς!
Τα Βραβεία Εκπαίδευσης αποτελούν μια μεγάλη πρωτοβουλία του Mediterranean College με στόχο τη δημιουργία νέων προτύπων μέσα από την ανάδειξη εξαιρετικών επιδόσεων των νέων στις σπουδές, την εργασία, στον αθλητισμό, την κοινωνική προσφορά.
Ποιοι μπορούν να συμμετέχουν;
Τα Βραβεία Εκπαίδευσης είναι ανοιχτά σε όλους τους φοι
Η Αθήνα ως διεθνής τουριστικός προορισμός: Mια εμπειρική μελέτη της εικόνας τ...Spyros Langkos
Παρουσίαση στο 3rd Student Excellence Conference 2015
Η Αθήνα ως διεθνής τουριστικός προορισμός: μια εμπειρική μελέτη της εικόνας της πόλης και του ρόλου των τοπικών «φορέων μάρκετινγκ προορισμού»
Σπύρος Λάνγκος, Mediterranean College Αθήνα - Σχολή Διοίκησης Επιχειρήσεων
http://www.medcollege.edu.gr/en/student-excellence-conference-programma
Προορισμοί σε όλο τον κόσμο σε μεγάλο βαθμό ανταγωνίζονται μεταξύ τους, προκειμένου να διατηρηθεί η ελκυστικότητα και την ανταγωνιστικότητά τους στην παγκόσμια τουριστική βιομηχανία. Για να γίνει αυτό, είναι απαραίτητο για τις αρχές προορισμού να είναι σε θέση να αντιμετωπίσουν τις διαφορετικές ανάγκες των διαφόρων τμημάτων της αγοράς, καθώς και για την εικόνα τους και να διαχειρίζονται τους προορισμούς με τρόπο που προσελκύει τους τουρίστες. Με άλλα λόγια, θα πρέπει να εφαρμόσουν αποτελεσματικά Destination Marketing, ο όρος που αναφέρεται στην προώθηση των τουριστικών προορισμών ως μέσο βελτίωσης της εικόνας και τη δημοτικότητά τους,
Η τουριστική βιομηχανία στην Ελλάδα είναι ένας από τους σημαντικότερους τομείς της οικονομίας που αφορά στη χώρα της αξίας (Ελληνική Στατιστική Αρχή, το 2014). Υπάρχουν πολλές δημόσιες και ιδιωτικές οργανώσεις που εμπλέκονται στην τουριστική βιομηχανία στην Ελλάδα.
6 προσωπικές συνεντεύξεις με στελέχη που εργάζονταν σε 6 διάσημα τοπικά DMOs. τεχνικές δειγματοληψία χωρίς πιθανότητα, τα μέλη του δείγματος επιλέγονται με βάση τη γνώση, τις σχέσεις τους και την εμπειρογνωμοσύνη όσον αφορά ένα θέμα έρευνας
Η ανάλυση περιεχομένου χρησιμοποιείται για την ανάλυση των δεδομένων που συγκεντρώθηκαν από τις προσωπικές συνεντεύξεις.
Student Excellence Conference 2015
Η Αθήνα ως Διεθνής Τουριστικός Προορισμός: Μια εμπειρική μελέτη της εικόνας της πόλης και του ρόλου των τοπικών "φορέων μάρκετινγκ προορισμού"
Σπύρος Λάνγκος - Mediterranean College Αθήνας - Σχολή Διοίκησης Επιχειρήσεων
DIRECTION BUSINESS NETWORK publishes more than 25 printed and electronic titles and maintains a strong web presence, aiming to promote and support different sectors of Greek economy.
It offers daily valid, timely and comprehensive information covering the following areas:
Marketing, Communication & Media
Retail & Manufacturing
Corporate Social Responsibility
New Technology & Telecommunications
Personal Care
Sport
Established Relationships with Purchase (Loyalty)
The immediate, reliable and interactive communication with the markets in which it operates, placing the company at the heart of business developments and new modular market trends.
Through its publications, DIRECTION offers objective information and valuable working tools in all professional sectors covered (Opinion Leaders, Opinion Makers, Decision Makers), systematically highlighting businesses, products or services, and people or groups behind them.
The deep expertise and experience necessary to create mutual trust and cooperation with the overall market and lay the foundation for the further expansion of its activities DIRECTION.
Added Value
As part of the continuous expansion of its activities, DIRECTION has the necessary expertise (know-how) for the further expansion of "niche" markets covered by the provision of new services / products, with special concern to increase the added value for the company's customers, the exploitation of synergies (synergies) and creating economies of scale.
Vision - Objectives
With great sensitivity and awareness of the needs and significant changes experienced by the Greek market today, DIRECTION meets the challenges of the time and is always in mind providing information, support and assistance to the business community of our country.
Athens as an international tourism destination: An empirical investigation to...Spyros Langkos
INDEPENDENT STUDΥ
“Athens as an international tourism destination: An empirical investigation to the city’s imagery and the role of local DMO’s.”
The aim of this project was to identify the role of DMOs in promoting Athens as a tourist destination, as well as to evaluate their effectiveness in terms of marketing and managing the tourist product of Athens, its popularity and imagery.
ABSTRACT
The aim of this thesis is to identify the role of DMOs in promoting Athens as a tourist destination, as well as to evaluate their effectiveness in terms of marketing and managing the tourist product of Athens, its popularity and imagery. For that purposes, 6 personal interviews were conducted with executives who were working in 6 famous local DMOs operating both generally in Greece and specifically in Athens.
The result of this study indicated that DMOs are playing a crucial role for the promotion of Athens as a tourist destination. DMOs key responsibilities include: development of sophisticated online marketing strategies, creation of high quality published material, participation in international tourism fairs for developing relationships with key stakeholders and development of network synergies with airline companies, and international tourism organizations.
Athens is a destination with great potential for future growth and for that reason DMOs have designed certain plans for the next three years in order to exploit the opportunities which are presented. The future plans of the DMOs give particular emphasis in the opening in new tourist markets and more particularly in the markets of Russia, Turkey China, and USA. Besides, DMOs will focus in five forms of tourism which can be developed successfully in Athens, namely: 1) cultural tourism, 2) health tourism, 3) luxury tourism, 4) city break tourism, and 5) convention tourism
On the other hand, the executives of the DMOs underlined several problems which prevent the tourism development of Athens. The majority of these problems are related with the business environment in Greece which has become less competitive due to the crisis. Besides, the city as a destination faces the problems of seasonality as well as missing infrastructures.
Finally, the research showed that DMOs have established strong and long term relationships with DMOs in foreign countries. These partnerships allow the Greek DMOs to be updated concerning the trends of the global tourism market as well as enhance the movement of tourists between cooperating countries. Nevertheless, the promotion of Athens as a tourism destination requires a more concerted effort between the public and the private stakeholders which are involved in the tourism industry. The benefits will be multiplied for businesses, the state and the society in general.
University of Derby: Collaborative Conference 2014 - Innovate,Inspire & Impac...Spyros Langkos
High Expectations? Why not !
A generic framework for achieving high quality in a student’s performance
Abstract:
High school students are used to a certain way of working in a protective school environment, closely supervised by their teachers. The collaborative partnership between Mediterranean College and the University of Derby involves a transition to the more demanding academic environment, which requires certain skills and specific ways of operating and working. This includes the need to discover and acquire knowledge, but also to critically evaluate all the information that is offered to them and it demands a well-defined working framework. As students themselves begin to understand the academic demands of the modules, the role of the academic tutor is vital in showing the way to these students and helping them progress, up to the level where their work can even become part of the academic community by publication in a conference or journal. If these requirements are met, we can definitely have high expectation from nearly all of them. This workshop is led by Mediterranean College and involves participation by a Programme Leader and a group of students studying Business and Computing undergraduate and post graduate programmes.
Disclaimer & Copyright:
University of Derby
Mediterranean college
Langkos Spyros
Στρατηγική Ανάλυση Μάρκετινγκ: μελέτη περίπτωσης της Alfa Pastry S.ASpyros Langkos
Η παρουσίαση αυτή στοχεύει στην παροχή μιας στρατηγικής ανάλυσης της διαχείρισης της Alfa Pastry SA, ένας από τους πιο σημαντικούς παράγοντες, που δραστηριοποιούνται στην ελληνική αγορά κατεψυγμένων βιομηχανίας επεξεργασμένων τροφίμων. Όπως συμβαίνει με τις περισσότερες ελληνικές επιχειρήσεις, Alfa λειτουργεί σε ένα ταραχώδες οικονομικό και πολιτικό περιβάλλον. Την ίδια στιγμή, οι Έλληνες καταναλωτές δίνουν έμφαση στις χαμηλές τιμές και υψηλή ποιότητα των προϊόντων διατροφής. Χάρη στην ποιότητα και την καινοτομία της, η Alfa κατάφερε να βελτιώσει σημαντικά την αύξηση των πωλήσεων από το 1998.
Ωστόσο, η ανταγωνιστική θέση της στην βιομηχανία καθώς και οι απειλές που έχει να αντιμετωπίσει, σημαίνει ότι η εταιρεία πρέπει να κάνει βήματα προς τη βελτίωση της. Η ανάπτυξη της αγοράς, η αποτελεσματική προώθηση, η ανάπτυξη των online πωλήσεων, η διαφοροποίηση των προϊόντων, καθώς και ο δημοσιονομικός ελέγχος είναι μόνο μερικοί από τους τρόπους με τους οποίους θα μπορούσε να ενισχύσει Alfa και να διατηρήσουν τη μελλοντική ανάπτυξη και την ανταγωνιστικότητά της.
Customer Behaviour & Decision Making
This report concentrates on providing a balanced view about the benefits and drawbacks of approaching customers as group segments or as individual consumers, by providing academic underpinning from reputable sources & personal critique.
“...Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply. “ Steve Jobs.
The purpose of this paper is to investigate the role of multiple actors in the customer behaviour and STP process, while observing the impact of key areas, such as: culture, globalisation, current marketing trends, postmodernism and brand affection. This study aims to contribute to the understanding of complexity, regarding market segmentation. The paper discusses the various problems that today’s marketer’s face and focuses on the emerging challenges of the new marketing reality.
This paper mainly deals with the concepts and issues surrounding the matter of consumption. Consumption is a complex social phenomenon, in which people consume goods or services for reasons beyond their basic use.
A consumer society is one in which the entire society is organized around the consumption and display of commodities, through which individuals gain prestige and identity. Given the above context, globalization brings about diverse trends, cultural differentiation and cultural hybridization (Pieterse, 1996).
The term “consumer culture” refers to cultures in which mass consumption fuels the economy and shapes perceptions, values, desires, and personal identity. Consumers do not make their decisions in a blank moment.
Their purchases are highly influenced by cultural, social and psychological factors. Therefore, a customer’s want has to be identified and his expectations must be matched with the other economic and social factors.
The world is moving and changing at a pace that is both positive and negative in a way. Britain is an exceptional example of this ongoing situation. London is now more diverse than any city that has ever existed. Altogether, more than 300 languages are spoken by the people of London, and the city has at least 50 non-indigenous communities with populations of 10,000 or more. (www.statistics.gov.uk)
People are changing from time to time, so do their tastes and preferences. Marketers are always concerned about cultural shifts and keen to discover new products or services that consumers may want. Understanding the ingredients and drivers of global consumer culture is the key to gaining insight regarding consumer behavior. In a diversified country like UK, culture not only influences consumer behavior but also reflects it. Marketing strategies are unlikely to change cultural values, but marketing does influence culture.
Εθνικό Αρχαιολογικό Μουσείο: Ανάπτυξη νέων μορφών υπηρεσιών για την εξυπηρέτη...Spyros Langkos
Εθνικό Αρχαιολογικό Μουσείο - Delivering Customer Service
Δυνατά Σημεία
• Οργανισμός που υπάγεται σε κυβερνητική δικαιοδοσία
• Ισχυρή αναγνωσιμότητα στη διεθνή αρχαιολογική κοινότητα
(επιστημονική & μη)
• Σχετικά καλή διαδικτυακή παρουσία
• Έντυποι οδηγοί ξενάγησης
• Υψηλός αριθμός διεθνών επισκεπτών
• Price: Μείωση τιμής στα 5 ευρώ, κάρτες μέλους
• Promotion: Χρήση ψηφιακών μέσων, Στοχευόμενο placement διαφήμισης (Ελ.
Βενιζέλος), ανάπτυξη συνεργειών (Ξενοδοχεία-tour operators), Direct marketing
• Product / service: Touch screen (διαδραστικά μέσα), δημιουργία εστιατορίου
βελτίωση των υποδομών του εξωτερικού χώρου
• Place: Συνεργασία με εταιρείες τουριστικών λεωφορείων για βελτίωση
προσβασιμότητας τουριστών στο μουσείο
• Physical Evidence: Εκσυγχρονισμός εσωτερικού χώρου, Μουσική υπόκρουση
(π.χ κλασσική μουσική), Βελτίωση φωτισμού
• People: Εκπαίδευση προσωπικού, Ομοιόμορφη ενδυμασία υπαλλήλων
• Process: Τοποθέτηση σήμανσης, εκμετάλλευση διαδραστικών μέσων (ψηφιο-
ποίηση εκθεμάτων)
MARKETING MIX (7PS)
Αδύνατα Σημεία
• Έλλειψη σύγχρονων ψηφιακών/ηλεκτρονικών μέσων
• Έλλειψη διαδραστικής σύνδεσης με άλλα κατά τόπους
Μουσεία στον κόσμο
• Έλλειψη υλικού ηλεκτρονικής μάθησης & εσωτερικής
εκπαίδευσης προσωπικού
• Υπηρεσίες προσανατολισμένες στο φυσικό επισκέπτη-πελάτη
ΑΝΑΠΤΥΞΗ ΥΠΗΡΕΣΙΩΝ
Ο κύριος παράγοντας για τους πιθανούς επισκέπτες, όταν αποφασίσουν να επισκεφθούν ένα μουσείο, είναι πολύ
περισσότερο το περιβάλλον στο σύνολό του και η αλληλεπίδραση με τη συλλογή . Προσφορά ευκαιριών για εμπλοκή .
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
Integrated Marketing Communication Plan for Folli Follie
1. M.Sc in Marketing Management
INTEGRATED MARKETING
COMMUNICATIONS
Integrated Marketing Communication
Plan for FF Group of Companies
SPYROS LANGKOS
ID: 100285557
Tutor: Mrs. Margarita Gamaletsou
Athens, January 2013
Academic Year 2012 – 2013
2. IMC Plan of FF Group. | 2
....As Gabrielle Coco Chanel once mentioned:
“Luxury is a necessity that begins where necessity ends”
This study concentrates on the integrated marketing
communications plan of the Greek company Folli
Follie (personal luxury products retailer) and how it
is implemented across international culture:
the expansion in China.
3. IMC Plan of FF Group. | 3
1. TABLE OF CONTENTS
Pages
1. Contents........................................................................................ 3
2. Acknowledgements.....................................................................4
3. Executive Summary....................................................................5
4. Introduction...............................................................................6
5. Situation Analysis...................................................................... .8
6. Segmentation and Positioning ................................................... .12
7. Branding and Identity .............................................................. .14
8. Competitive Positioning............................................................ .15
9. Marketing - Communications Objectives .................................... .16
10. Marketing - Communications Strategies .................................... .18
11. Integrated Promotional Mix...................................................... .19
12. Timescale and Resources......................................................... .22
13. Evaluation and Control ............................................................ .23
14. Appendix............................................................................... .24
15. Bibliography .......................................................................... .31
4. IMC Plan of FF Group. | 4
2. ACKNOWLEDGEMENTS
The development and the implementation of this plan are made possible
by the appreciation of my family and friends and also to the help of
Andrew, the library bookkeeper. I would like to thank, our module teacher
Mrs. Margarita Gamaletsou for her guidance so that we can bring closure
to our assignment work.
Still, I would like to thank Mrs. Mandalena Kasidiaropoulou, Head of
Investor Relations at Folli Follie Group of Companies, for her time and the
interesting conversation that we had, over company related matters.
Without the help of these people, my research could not have taken place.
5. IMC Plan of FF Group. | 5
3. EXECUTIVE SUMMARY
This report was created to point out the mixed marketing communications
plan for Folli Follie, in order to strengthen the FF Group reputation and
motivate the end-user confidence.
Key factors for this communication are International Culture and Access
to Global Market. We choose to focus on these two topics, because
international employees and customers need more guidelines on these
specifics.
International Culture: raise awareness upon cultural differences and
increase diversification rates.
Access to Global Market: to expand the awareness of the impact of
the Global Environment in new emerging markets.
The guidelines include:
- Branding: create & use consistent message and image
- Efficiency: create re-usable content & high impact channels,
such as a multimedia website and social media
- Data metrics: plan activity measurements & future decision
making data.
The Goals of this plan form from three levels:
1) Strengthen the reputation of Folli Follie
2) Attract new customers and enhance satisfaction
3) Create engagement and positive industry buzz (word of mouth)
The purpose of this plan is to support the practices, policies and the action
plan of the Folly Follies Group and relate them with the business goals and
vision, in order to raise awareness, loyalty and customer relationship.
This report strongly recommends the enhance of the company’s recent
global campaign theme “ What are you crazy for? ”, based on the results
of the situation analysis (see below). The primary targets of this
communications are the Chinese youth, the international employees of the
group and the Chinese post-modern woman & man. Secondary targets are
China’s major cities, fashion shows, local agencies.
We have investigated the possible launch of the Folli Follie in China, where
we will try to combine the Folli Follie’s “way of doing” with the local
Chinese market.
Our mission therefore, is to successfully introduce the brand, while
paying attention to the Chinese needs and expectations.
6. IMC Plan of FF Group. | 6
4. INTRODUCTION
In his book (Fill, 2010), addresses IMC as an on the go process of
establishment and development by organizations. Recent technological
advances and the benefits of the Internet and its related technologies
have given new meaning in marketing communications and gave
managers a new reason to re-consider . As my Professor Mrs.
Gamaletsou notes “ International marketing communications is still
nowadays an area of importance to organizations operating in national
and international markets.” Of course that is a statement of great
significance and truth, but the real meaning of what is IMC and for what is
needed is argued by Delozier (1967). Delozier (1967), defined IMC as, “
the process of presenting an integrate set of stimuli to a market with
intent of evoking a desired set of responses within that market set and
setting up channels to receive, interpret and act upon messages from the
market for the purpose of modifying present company messages and
identifying communication opportunities”.
4.1 History and achievements of the company
Folli Follie is a Greek company which designs, manufactures and
distributes jewelry, watches and fashion accessories. The company offers
assortments in fashion accessories such as handbags, small leather goods,
belts and sunglasses. Following a philosophy of affordable, fashionable
luxury, the exclusively designed pieces add breadth to the company’s
identity and are now globally recognized amongst accessories brands. Folli
Follie established itself as a pioneer in the market when it introduced,
amongst its first collections jewelry creations made of silver combined
with murano glass.
Depending on the materials used (sterling silver, bronze, precious and
semi-precious stones) the company offers a wide variety of styles. Folli
Follie is a company, which designs, manufactures and distributes jewelry,
watches and fashion accessories was founded in Greece in 1982 by
Dimitris and Ketty Koutsolioutsos, to become today an international brand
and one of the most powerful Groups in Greece in the field of retail and
wholesale with brands that either owns or represents.
The launch of Folli Follie in the Greek jewelry market was followed by an
unprecedented success that convinced the owners to steer the brand
towards additional categories of fashion accessories and led the way
towards the brands international expansion through strategic shop
locations.
Folli Follie has a direct control of the company’s international
distribution network by vertically integrating the operations from
production to retail.
7. IMC Plan of FF Group. | 7
Today Folli Follie has presence in 25 countries with more than 380 points
of sale world-wide , including shops in the fashionable streets of London
Tokyo Paris Hong Kong, New York, Dubai, Athens, Beijing, Seoul and
Honolulu. In addition, Folli Follie has a strong presence in the travel retail
market with points of sale in numerous airports duty free shops around
the world whereas Folli Follie products are also available in flight in major
international airline. As far as Greece is concerned, Folli Follie has more
than 60 points of sale, amongst which stores in Athens and the
prefecture.
4.2 Mission
The company will mainly focus on entering and developing a
communication for entering and later establishing in a new foreign
market. This primary derives from Follie Folie’s corporate goal: “to identify
potential business development opportunities in the Asian markets and
specifically in the Chinese area”.
4.3 Objectives
To earn a profit of 15 % in the second operational year in the
Chinese market
To have a first year market share of 25 %
Attract-Identify best local distributor/agents
Introduce to local & regional trade-shows, events
Recognize a potential database of customer buyers
To be recognized in the next 5-10 years as a global brand and be in
every country that we can
4.4 Philosophy
The Greek fashion icon, with mainstream and affordable products.
Created in special places for special shoppers, who shop for themselves
4.5 Design
A stainless steel base jewels and accessories, surrounded by gold or silver
layer.
8. IMC Plan of FF Group. | 8
5. SITUATION ANALYSIS
It well-known that, a company is surrounded by an immediate
microenvironment of customers, suppliers, distributors, agencies and
competitors. It is also surrounded by a macro-environment of major
forces such as consumer trends, technological development, social,
political, and legal forces. These forces affect and moderate the behaviour
of all the actors in the market. Scholars often organise these forces in 5
overall categories (Kotler, 2012). In the 1980s, several other authors
including Fahey, Narayanan, Morrison, Renfro, Boucher, Mecca and Porter
included variations of the taxonomy classifications in a variety of orders:
PEST, PESTLE, STEEPLE etc (see Appendix A).
5.1 Luxury market insight
The Guardian, the UK newspaper noted that,” the outlook for the luxury
goods market has improved significantly in recent months, boosted by a
stronger-than-expected US and Europe rebound and surging demand
in China” (Business, Retail Industry, Tuesday, 3 May,2011). The article
claimed that “luxury sales rose 8% last year at constant currencies, up
from a previous 6% estimate. In nominal terms, global luxury goods sales
grew 12% last year, against a previous 10%.”, as stated by consultancy
group Bain & Co. The consultancy estimated luxury sales would grow 5-
6% in 2012 and 2013, led by emerging markets buyers and resilient
demand in Europe and the United States.
These data fact seem to have been verified by the KPMG Research ,
Department of Germany (resurgence-in-demand-for-luxury-goods, 2010).
Moreover, the demand is being driven by emerging classes of affluent
consumers, such as working women and financially stable youngsters.
(KPMG, 2010)
9. IMC Plan of FF Group. | 9
5.2 Chinese Luxury Market
With a booming economy and a middle class with growing spending
power, China is a prime destination for luxury goods companies. In 2009,
the Chinese luxury goods market was worth 7.1 billion EUR (US$ 9.4
billion). Even during the economic downturn in 2009, the country’s luxury
sales grew 20 %, and are further estimated to have grown 30 % in 2010,
to reach 9.2 billion EUR (US$ 12.2 billion), as per Bain & Co statements.
Moreover, by 2020, China is expected to be the world’s largest luxury
goods market, according to a forecast by Asia Pacific-based brokerage
firm CLSA (KPMG.com, 2012).
5.4 Competitors
Swarovski
In 1895, Swarovski financier Armand Kosman and Franz Weis founded the
Swarovski company, originally known as A. Kosmann, Daniel Swartz &
Co., which was later shortened to K.S. & CoThe Swarovski Crystal range
includes crystal glass sculptures and miniatures, jewelry and couture,
home decor, and chandeliers.
Li-La-Lo
H Li-LA-LO is a Greek company that opened its first store on June 7, 2001
in Glyfada. Following the success of the first store followed by another 13
stores.
Loisir
Loisir is a brand of Perideo S.A., The main headquarters are in
Thessaloniki, Greece.
Loisir is a young, joyfull and glamorous brand, friendly and fashionable.
OXETTE
Was founded in 1998 and quickly became one of the most popular brands
in the global market of jewelry, watches and accessories.
AGATHA
Iconic French fashion jewellery brand, with over 300 AGATHA Paris
boutiques worldwide. It was founded by Michel Quiniou, just over 36
years ago in 1974.
Tomas Sabo
The story of the company started in the 1980s: in 1984, the jewelry
enthusiast and self-made man Thomas Sabo set up his own jewelry
company with its headquarters in the historical town on Lauf an der
Pegnitz in Bavaria.
10. IMC Plan of FF Group. | 10
5.5 Chinese domestic luxury brands
Local Chinese brands have been evolving rapidly. In the past few years
they have been able to pick up successful retail strategies from foreign
entrants, establishing themselves in good location. Although they do not
yet possess global visibility, within China itself, home-grown brands are
becoming a source of “pride” and a badge on the country’s emerging self-
confidence.
There are some brands, which are perceived as being luxury on a local
scale. Such brands include Goldlion (a once exclusive brand that was
made more accessible in recent years), other jewelry brands like Chow Tai
Fook and Tse Sui Luen. Furthermore, some international brands are also
located in China, like Ports International. Ports had won publicity in
fashion magazines such as Elle and In Style in 2005. TIME magazine
included it in “ best products for 2005”, alongside with well-known names
such as Tod’s, Louis Vuitton and Channel.
Similarly a few truly domestic luxury brands have emerged as being
“luxurious”. These two are LaVie and ShanghaiTang.
5.6 Cultural and Social Background
Culture, subculture and social class are particularly important influences
on consumer buying behavior. It is a fundamental determinant and can be
conceptualized as “the meanings that are shared by (most) people in a
social group and can be though as the blueprint of human behavior
(Kotler, 2012). Furthermore, the Hofstede model aims to offer a
substantial help towards the above understanding. Mooij and Hoftede
note in their research ( Mooij, Hofstede, 2010), that cultural values should
be viewed as an integrated part of the consumer’s self and not as an
environmental factor.
Life style and Values
People from the same subculture, social class and occupation may live
quite different lifestyles. In that sense core values, are trans-situational
goals that serve the interests of individuals or groups that act as guiding
principles in consumer’s lives (Kotler, 2012). As an example of
observation, we could say that Chinese are more sensitive to social
values, in comparison to the Greek that tend to estimate personal values.
Moreover, in the luxury section Chinese and Greek women have more
similarities rather than differences. Greek women though prefer larger
sizes and more extravagant because of their silhouette and mentality, in
contrast to Chinese women who prefer smaller size accessories due to
their taste and analogies. In China they value more gold and strass, as a
material.
In Greece, handmade and traditional combinations with impressive mixes
are wanted, for example the K Collection of Folli Follie is very famous in
Greece.
11. IMC Plan of FF Group. | 11
Cultural differences and similarities
Societal characteristics of China & Greece based on Hostede model:
Power
distance
Individualism/
Collectivism
Masculinity/
Femininity
Uncertain
avoidance
Short/long
orientation
China large Collectivistic
persons
Feminine
society
strong long
Greece small Individualistic
persons
Masculine
society
low short
Type of personalities:
Easterners – “believe in the continuous shaping of personality traits
by situational influences” (Hofstede,2005)
Westerners – “describe oneself and others in terms of abstract
characteristics” (Hofstede,2005)
Personality and attributes:
Based on the commercial cross-cultural brand study of [Grocus (2004), in
De Mooij (2010)], which found that “companies that own global brands
want to be consistent in their messages worldwide, but consumers
attribute personalities so such brands that fit their own cultural values, not
the values of the producer of the brand”, I have created the table below,
for the sake of measuring the similarities on global brand perceptions on a
national level scale – demonstrating the cultural impact on brand
perception.
A number of Brand Perceptions of Global brands
Friendly Prestigious Trustworthy Innovative
& different
Power
distance
high China China
low Greece
Uncertainty
avoidance
high China
low Greece Greece
The above preferences are modified in time by the effects of
advertisement, therefore the most widely acceptable model would be
Fishbein behavioral intentions model.
12. IMC Plan of FF Group. | 12
6. SEGMENTATION AND POSITIONING
The positioning decision often means selecting those associations which
are to be built upon and emphasized and those associations which are to
be removed or de-emphasized (David D, Aaker, 2001).
Aaker notes that, there are six positioning placements: by attribute, by
price/quality, by respect to the use or application by product user, with
respect to a competitor and respect to a product class.
Kotler (2012), argues that a market segment consists of a group who
share a similar set of needs and wants.
6.2 Folli Follie Target Audience
The firm’s focus is at a defined target group, as the 80 % of their target
group are women aged between 20 and 40 years old. It’s the woman that
does not have the money and the financial background to buy for example
“the bag which costs 2000 euro”, or the watch which it is priced with 5000
euro”. She is the medium-class woman, who works hard in order to make
her money and want to own her money in order to spend it as she
prefers. She’ s the woman who offers her cut in the family budget, but
also wants to be trendy, without being forced or needed to spend “a little
fortune” on gift or a renewal of her-self. They attend the modern woman’s
characteristics. They do not try to fit their audience to closed-social, class
and status attributes, but they maintain a broader picture.
For example, a female customer of Folli Follie, could also be a lady who
has money and wants to do a trending down. This case of customer is
often seen in Greece these last years, due to the economic downturn.
However, a girl who wants to make a gift to her boyfriend in a logical
price is also considered to fulfill their audience characteristics
(Kasidiaropoulou, 2012).
6.3 Profiling the Chinese consumer
Though luxury consumption is growing, for most the still dominant social
idea is still prudent consumption and undertaking no more than you can
perform. Emerging Chinese middle-class will continue to save more than
they spend. On the contrary Chinas younger generation of teenagers, the
twenty-something show less caution on saving than their parents and
grandparents and far more inclination to spend than to save. Chinese
consumers tend to buy luxury goods, as a way to reward themselves for
their success, or as a token advertising their wealth. Chinese women
seek a more accessible, inclusive form of beauty. Chinese seek Chinese
faces and admire status, power and expertise. Features that stick out are
not generally perceived as attractive and attainable. They want authentic
products, but still are price-conscious. The “mall-culture” is adopted as a
leisure activity. They have a strong preference on purchasing products
overseas (KPMG, Consumer Markets, 2012).
13. IMC Plan of FF Group. | 13
China’s unique characteristics
Brand
awareness
Perception of
Beauty
Abandoning
Counterfeit
goods
Shopping for
pleasure
Traveling
enthusiasts
6.4 Key International segments
New luxury shopper:
Represent a range of different customers including celebrities,
entrepreneurs and business people. They are newly rich – very
often first generation in their family and tend to be younger than
traditional luxury shoppers. Aged between 20 to 40 and younger
than those in Europe and U.S. Willing to spend greater proportions
of their income to luxury goods. Are optimistic about the future and
less concerned about saving for their old age, can afford to suit
their lifestyle.
Empowered women:
Until recently 90 % of luxury spending in China was dictated by
men. Today, women in China are starting to gain economic
independence and are reaching a point where they have money of
their own for spending on luxury products. The modern female
luxury shopper includes the business woman, the celebrity and the
newly independent wife. A research of global trends by the Luxury
Institute, identified a move to more women purchasing luxury
goods.
Little emperors:
The most conscious consumers on China. They are the children now
entering their teen years and early adulthood (the generation
resulted from the one-child policy) is evidenced in the larger urban
centers were the policy was strictly enforced. Their difference with
Westerner’s children is that they have six sources of disposable
income, with parents and grandparents all contributing to meet this
one child’s every need. Bangkok Post Business studies in 2006, had
estimated that half of the typical urban Chinese Family’s disposable
income was spent on, or by its youngest members.
14. IMC Plan of FF Group. | 14
7. BRANDING AND IDENTITY
Baumgarth. C (2010), notes that “The Brand” is not an internal concept.
He claims that the results of branding do not derive from accumulated
brand awareness and personal brand images stored in consumers’ minds.
“Brand identity” he says may belong to the company, but “brand image”
does not. He conceptualizes the general concept of the branding process
and brand orientation, as a specific type of marketing orientation, which
is” distinguished by high relevance accorded to branding by top
management”.
The brand image:
- logo used only for limited and official communication.
- orange as color, is a positive color commonly associated with
amusement, the unconventional, extroverts, activity, taste and aroma,
the autumn season. In Asia, it is an important symbolic color
of Buddhism and Hinduism.
- typography: the calligraphy letters used in the logo, represent the
cultural similarities of Greek and Chinese language and culture, but also
the letters design patterns on both languages, portraying the same style
and esthetics.
Brand facets, source: Fill (2011)
7.2 Positioning statement
The Foli Follie brand is for modern trendy women between the age 20-40 ,
who are independent and want to look beautiful without spending a
fortune for her style. The competiveness of the brand stands for
affordable luxury, it is in the middle of the luxury impression map, offering
fashionable, stylish products in excellent quality and prices.
7.3 Value preposition
Folli Follie is unique, because it offers to today’s women the chance to be
beautiful, desired, chic and trendy. Unlike what other companies offer,
except Swarovski, they do not have the international distribution network
of Folli Follie, which makes the company’s products more accessible and
easy to find.
Physique Control brand building and
distribution(example jewelry)
Personality Outgoing, fancy, crazy, chic
Culture Global, exclusive quality, trendy
Relationship Affordable, fashionable
Customer reflection For young people and stylish women
Self image Strong connected, attached to the
brand
15. IMC Plan of FF Group. | 15
8. COMPETITIVE POSITIONING
8.1 Mass luxury positioning
They place themselves in the middle as Mrs. Kassidiaropoulou reveled to
the interview, and by this they mean that they are not perceived neither
as an accessorise nor at the level of Cartier. The vast majority of their
products, nearly 80 %, has a medium price from 100 euro up to 200 euro.
A key factor to this element, is the company’s correspondence to the
customer needs, due to the economic difficulties. In this positioning they
can have a short to long term fluxuating price policy, without losing
neither customers nor brand perception attributes. This happens mainly
because when you are not a high-end branded product, like L.Vuiton for
example, the price variation does not affect so much the perceived quality
of your customers immediately, something that cannot be said in the case
of LV.
8.2 Distribution and Manufacturing network
Folli Follie has established a large international distribution network in
many countries and constantly tries to expand it. It has a vast number of
retail stores in upscale areas worldwide, which are designed by the
company.
All Folli Follie products are only found in their shopping network.
An exception to this are bags that can be also found elsewhere, due to
their high seasonality to be maintained in their stock.
Every detail in the stores from the floor, lights, sofas, etch are designed to
meet the needs and comfort of the consumer. Their sales personnel is
nicely dressed to the company colors, in order to meet up with brand
perception, wearing all the same clothing.
16. IMC Plan of FF Group. | 16
9. MARKETING – COMMUNICATIONS OBJECTIVES
Effective marketing communications should accomplish four things:
establish a connection, promise a reward, inspire action and stick to the
memory (Kotler, 2012). Marketing communication objectives should be
set at any level of hierarchy. Kotler (2012), states that Rossiter and Percy
identify four possible objectives:
Category need
Brand awareness
Brand attitude
Brand purchase intention
Objectives, are important to clarify and set an objective set of targets,
that ought to be achieved by our planned actions. They exist in three
main levels:
Corporate: shareholder wealth maximization achieved through
higher profits and constantly increased sales.
Marketing: A successful introduction of a new brand in a new
market. During the entrance to the new market of China, Folli Follie
is not expected to be a profit generating commercial brand. It must
first be presented to the Chinese crowd, so that they can
acknowledge the brand’s capabilities and standards.
Marketing Communication activities are a vital part in achieving the
above and have to be coordinated with the company’s overall
activities (production, sales, and purchase).
Strengthening the relationship with the Folli Follie brand
Increase consideration when planning new seasonal arrival,
enforcing the “what’ new?” mentality of Chinese people.
Reach target market as full as possible
Rise customer awareness for company’s new branded products
Being a new brand with new products in a new market, our prime
objective is to educate them in our quality standards reassuring
them with the fashionability, trendiness of our design.
17. IMC Plan of FF Group. | 17
Communications should motivate consumers to search more
information about the brand, via website-brochures-visit of local
partner and dealers-online order.
Folli Follie should be considered as full and valid alternative to high-
end traditional luxury goods
Targets should be enthusiastic and exited about the brand and
spread social buzz/ WoM.
Ultimately communications should lead to purchase, by turning a
higher percentage of store visitors into sales.
If all or some of the objectives can be met, it will be shown in post
campaign analysis and research. Considering the performance of
the company in other markets sales, the first year goal should be
set near 10 to 12 %, of the Asian regional sales, which are
estimated to be half of the overall sales (FF Group Presentation,
Investors Relation, 2012).
18. IMC Plan of FF Group. | 18
10. MARKETING – COMMUNICATIONS STRATEGIES
Formulating the communications to achieve the desired response will
require three variables: what to say, how to say it, and who should say it.
(Kotler et al, 2012).
10.1 Message strategy
In determining the message strategy, management searches for appeal,
themes or ideas that will connect with the brand positioning and help to
establish points-of-parity or points-of-difference (Kotler, 2012).
The main message of Folli Follie is “ What are you crazy for? ” focuses on
the needs and the desires of young modern independent women. The
women who know themselves and want to express their beauty in a social
or an ego-satisfactory manner.
10.2 Creative strategy
Unique selling points should be emphasized and barriers to purchase must
be weakened. In early promotion the focus should concentrate on
educational and awareness aspects, whereas later we can focus on
creating excitement and underline certain benefits.
The tone of voice should be lust, modern, intelligent. It would be useful to
create different executions to target one of the three mindsets identified
in the target market and emphasize their reason to buy.
19. IMC Plan of FF Group. | 19
11. INTEGRATED PROMOTIONAL MIX
11.1 Promotion - Brand Ambassador
By selecting geographical areas with good safety, reputation and
demographics we will promote the discounts.
By hiring the Asian top model-actress Gei Lai, the discounts and the crazy
for program can be vastly spread through word of mouth to all Chinese
women and their social network. Luxury brands like Folli Follie are used to
celebrity endorsement for presenting their messages to the public. In her
studies Amanda Spray et al, 2011, notes that celebrity endorsement
generates greater recall for both the endorsed brand and the
advertisement. Folli Follie uses as brand ambassador, for the international
campaigns the Asian top-model and actress Geli Lai, who is very popular
and established figure not only in the region but also international. Geli
Lai is raise in America but her ancestors origins come from China and
Vietnam.
The ambassador will participate in at least 3 events/per year and a
philanthropic event by a Greek organization. She will also take part in
experience events such as fashion weeks, store shopping, etc.
11.2 Newspaper
Placement is a very important key here. Smaller ads that are run
repeatedly perform better than larger ads run less often. Here, Familiarity
equals Trust. Our focus is on lifestyle and economic newspapers. A direct
response a will be written, so that it can grab attention, interest and
desire to provoke immediate action. Copy-writers will focus the reader to
“get up, go to the store and experience the brand and product benefits.
The direct response should: 1) Create desire by offering benefits, to needs
and emotions, 2) Simulate interest by touching human emotion, 3)
Capture attention through design, size, place and time, 4) Investigate
actions by making the “offered solution” highly desirable yet affordable
and easy. The highly read magazines of our target are STATUS, FREE,
ΚΛΙΚ, VOGUE, MARIE CLAIRE, LIPSTICK, GLAMOUR, COSMOPOLITAN,
LUCKY, HELLO!, ΕΓΩ, LIFE & STYLE.
20. IMC Plan of FF Group. | 20
11.3 Television
We will increase the awareness of the “What are you crazy for?” campaign
through TV commercials also by showing our newly designed
website/web-store with emphasis on our social presence, allowing for the
interested visitors access to information. This will result in higher web
traffic, more frequent store visits and sales. The highly watched channels
are to our target are Star, MTV, Alpha, Mega, Antenna, CCTV 4, Jiangsu
TV, Dragon TV, Hunan TV, Jiangsu TV. The global TV campaign of FF
“crazy for you” is very influential and memorable being in the top of mind
positioning of consumers, as the message and design is remarkable and
easy remembered.
11.4 Magazines
Advertisement in magazines offers a better reach of our targets, customer
education about our products and services. It is the friendliest medium in
order to make a luxury purchase. The cost varies from vendor to vendor
(for example a page ad to the American Vogue costs approximately
200.000 USD, with a reach of 100m people, Kasidiaropoulou 2012).
11.4 Internet
Nowadays, the technological trends show that Facebook, Pinterest
Myspace, Google, Fashion blogs and Youtube are very popular among
female users. In these websites we focus on internet ads placement. Also
luxury sites like luxist.com would be a useful tool since it attracts
consumers interested in purchasing.
Facebook: Due to it’s high traffic and active members w will reach a wider
audience. Ads on facebook allow easy targeting of users in our young age
of 25-35. The segments can be watched more closely and categorized by
age, sex area, etc, making it easier to reach the preferred market
segment. It also offers a great feedback letting us narrow the future range
of market interests, something that would allow us future savings on
costs, research
Google: reaches the biggest percent of internet users and is the first ad
network. We gain more qualified leads at low cost boosting ROI and sales.
We also gain ad feedback, in terms of placement.
21. IMC Plan of FF Group. | 21
YouTube: More than 300m users with international cover and
demographics. Its age range of users, covers our targets. We will get
viewers and visitors categorized by what they watch or want to watch.
Creation of a video contest – users will upload video to a featured page of
our channel demonstrating their favorite FF accessories
(watches/jewels/bags) saying why they like it and in what
situation/location/events would they put/bring it. The videos with the
most views would be chosen and one will win 10.000 euro check for
company related products. This would create a video buzz surrounding our
main page and raising our product views and brand awareness (see
Appendix C).
22. IMC Plan of FF Group. | 22
12. TIMESCALE AND RESOURCES
One important notice that should be mentioned is that marketing
communications should start before the brand has entered or products are
launched, so that full potential is achieved. All the necessary Departments
need to conduct regular meetings to tune in an integrated strategy.
Tactical Calendar – Communication mediums
Medium Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Brand
ambassador
Newspaper
Television
Website
Magazines
Internet
12.1 Budget
Our budget will be allocated and the larger proportion, about 50 % will be
spent on promotions, due to the preference of our target, which likes word
of mouth and events. The next 30 % is decide to go to TV and advertising
The other 10 % will be spent in Print Advertising (direct, mail, magazines,
flyers, etch). Finally, the last 10 % will go on Internet marketing.
23. IMC Plan of FF Group. | 23
13. EVALUATION AND CONTROL
Fill (2011), proposes that, “the role of marketing communications budget
is the same weather is multinational, trading in numerous international
locations, or a small manufacturing unit on an industrial estate outside a
semi-rural community. Both, want to ensure that they achieve the
greatest efficiency with each dollar/euro/pound they allocate to
communication activities. Neither, can afford to be profligate with scarce
resources, and each is accountable to the owners of the organization for
the decisions it makes”.
As for the matter of Evaluation he says that, “All organizations review and
evaluate their performance of their various activities.
Considering the large target group of the brand, the high net deficit, the
increasing expenses of first year’s communication, and the medium-rate
projected sales figures, a budget of 7 million Euros, over a three year
campaign should be appropriate. Moreover it is proposed to reallocate the
budget recommending, a 4m euro spent in the first year, 2m in the
second and 1m in the third. This way our launching period has more
chances of integrating and successes.
24. IMC Plan of FF Group. | 24
15. APPENDIX
A] PESTELE Analysis
Political Greece changed policy
about luxurious
product categorization
Unstable governmental
environment in Greece
Authoritarian
government policies in
China
IPR/Counterfeit policies
Legal European guidelines for
raw materials
China: strict regulations
concerning advertising &
language
Competition and quality
assurance law
employment law
Transfer pricing
Free transfer zones
Economic Recession led to less
available and
disposable income
Greek wages drop
significant
Chinese people grasp
economic power and
parity
High Greek Taxes
International Vat taxonomies
Luxury goods surplus
taxation
Good distribution channels
World trade agreements e.g.
further expansion of the EU
Migration flows
Customs policy
Social
Cultural
Increased Chinese
awareness on thyself
and beauty
Younger ages
becomes more luxury
brand and design
oriented
Western civilization
mixes with eastern
typologies
Markets Community groups
Not affected by the crisis
long-term
Consumers are more money
spenders than savers
Many niche markets to focus
Rapid change of Consumer
Behaviors
Competitors Absent of strong local
competing brands
4-5 International
competitors
Many high-end
designer brands in the
market
Ecological Increased concern in
recycling of damaged/end of
use goods
Use of eco-friendly packaging
Overall community action
upon environmental issues
Technological China has strict rules
about the internet
Greek are
technology/gadget
oriented
Both are Social media
active
Demographics Aging European Population
Younger ages in China
Highly education rates in both
counties
Both population it is gathered
mostly in 2 major areas/cities
25. IMC Plan of FF Group. | 25
B] Action Plan
Folli Follie Group
Marketing
Communication
Activities
YEAR 1
1 2 3 4 5 6 7 8 9 10 11 12
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
ActuallunchinChina
Internet
Microsite/Blog Integration to main site
Online advertising, bannner advertising on fashion blogs/sites, style/fashion
magazines, online meia sites (Guarddian.co.uk)
Direct mail
Awareness
mail Launch mail Newslleter
TV
TV
Campaign
Print
Print advertising in press and
magazines
Outdoor Outdoor and billboard ads
Other:
- Promotions
- Public Relations
- Personal Selling
- Sales promos
Fashion show and Exibitions
1000 euros discount off for the first 100
buyers Offer prouducts as prize to beauty
contests and similar activities
Press releases and new product
announcements
Launch of intensive PR activities
Staff training and
Dealer launch pack
Dealer activity, Personall selling visits for corporate gifts
Evaluation
Evaluation - Testing Begin of
post test
Cost 500.000 1.500.000 750.000 750.000 500.000 500.000 500.000
Year total: 5.000.000 Euro
26. IMC Plan of FF Group. | 26
C] Media Plan
Medium Principals/Characteristics Media channels
Type of media Benefits Disadvantages
Folli Follie target
group
TV broadcast:
National
Cable
Satellite
Regional
Large/mass audience,
low cost, generate
awareness
Highly visible, strong
impact
All senses focused
Strong image brand
Sponsorship/product
placement synergies
Time consuming/high
cost
Channel hoping
Limited info content
No good target
selection
Short life-cycle of
images
-ITV
-BBC
-CNBC
-mega
-Antenna
-Fashion TV
Radio:
National
Local
Low air time, high cost
Production flexibility
Target selective audience
No visual stimuli
Luck of
persuasiveness
Environment
distraction
Poor signal
Very limited
information
-Virgin FM
-MTV/mad
Press-Newspaper:
Regional
National-daily/weekly
Weekend
Selective readers, broad
acceptance
Direct response
Geographical selection
Small impact
Low image/printing
layout
message noise
environment
distraction
Short life-cycle
-Times
-Guardian
-New York post
Magazines:
National/International/wee
kend
Men’s/Women
Monthly/Consumer
Highly selective (women
fashion magazines)
High cots
Prestige/credibility
Actively read
Good image quality
Too much colored
details
Crowded messages
Only visual
stimulation
- Vogue
-Elle
-Madame Figaro
Posters:
Billboard
Airports
Buses/taxis
Outdoor/Shopping areas
Broad audience
High frequency
Brand differentiation
Strong single messaged
impact
Creative limitation
Low audience activity
Short exposure time
Only simple
messaging
-Xong Kong
/Athens airport
-Congested traffic
zones
Internet:
Web search
Web page
E-mail
Social media
High interactivity
Technology oriented
targets
Large audience
24/7
Direct response/ low cost
High information cont
Too much relay on
SEO
No segmented
audiences
Many Imitations
Limited visual effects
in terms of actual
product
-Fashion web sites
-Link to Amazon
fashion novels,
Google ad-words,
fashion blogging
27. IMC Plan of FF Group. | 27
Source: FF Group Presentation Booklet – Investors relations, October 2012
28. IMC Plan of FF Group. | 28
Source: FF Group Presentation Booklet – Investors relations, October 2012
29. IMC Plan of FF Group. | 29
Source: FF Group Presentation Booklet – Investors relations, October 2012
30. IMC Plan of FF Group. | 30
Source: FF Group Presentation Booklet – Investors relations, October 2012
31. IMC Plan of FF Group. | 31
16. BIBLIOGRAPHY
Academic Journals
1. Amanda Spry, Ravi Pappu, T.Benitta Cornwell (2009).
Celebrity endorsement, brand credibility and brand equity.
European Journal of Marketing, Vol. 45 No. 6,2011, pp 882-909
2. Carsten Baumgarth (2007). “ Living the brand “:brand orientation
in the B2B sector. European Journal of Marketing, Vol. 44 No 5,
2010, pp 653-671
3. Marieke De Mooij (2003). Convergence and divergence in consumer
behavior: implications for global advertising. International Journal
of Advertising, 22, pp 183-202
4. Michael Petromillini & Stepen Berman (2007). Emerald Backfiles.
5. Jeniffer L. Aaker (August 1997). Dimensions of Brand Personality.
Journal of Marketing Reseach. Vol XXXIV, 347-356
6. Marieke De Mooij & Geert Hoftede (2010). The Hofstede model.
Applications to global branding and advertising strategy and
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