The document identifies three main problems with the company's current strategy: failing to identify the root problems, contradictions between the strategy and SWOT analysis, and overestimation. It recommends building customer intimacy and a sustainable competitive advantage through rebranding, customization, collaboration with designers, and improving operations over the short and long term.
This document discusses best practices for a data-driven merchandising workflow. It provides examples of how to review past performance, develop buying plans and forecasts, determine exit strategies, allocate inventory, and conduct ongoing performance evaluations. Specifically, it recommends merchandisers consider key metrics like historical sales, trends, pricing, sell-through rates, and competitors' strategies when planning assortments and optimizing inventory management. An example is provided of a retailer expanding their swimwear collection, highlighting the types of data and market insights that should inform decisions at each step of the merchandising process.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
Starbucks is facing issues with customer satisfaction not meeting expectations. There is a gap between customer perceptions of attributes and expectations. Customers see Starbucks as caring more about profits and new stores than customer service. Instead of a $40 million plan to reduce service times, Starbucks should focus on improving employee training, promotion campaigns for regulars, and converting satisfied to highly satisfied customers. The risks of the $40 million plan outweigh the benefits, and Starbucks has other issues to address regarding their brand and expansion strategies.
Digital Marketing Launch Strategy for Honor - marketplace for in-home careTobias Kemper @tek
This digital marketing launch strategy deck is for the online service Honor. Honor, an in-home care service marketplace, had not launched and needed a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.
In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.
This document discusses strategies for improving Kohl's big and tall clothing section. It begins by characterizing big and tall customers as preferring size selection over other factors and being loyal shoppers. The document then outlines problems like limited selection, sizing, and frustrations with baggy fits. Survey results show customers want more styles and sizes. Solutions proposed include expanding popular items' sizing, focusing on performance fabrics, and relocating big and tall sections closer to regular men's clothing. Marketing strategies involve celebrity endorsements, direct mailers, and a mobile app with sizing guides and filters. The top 10 most obese U.S. states are suggested for an in-store location change test.
Kohl's is remodelling store dressing rooms to improve the customer experience. The plan is to create a centralized dressing room area towards the back of each store with larger rooms, comfortable seating, and updated lighting. This is intended to make customers feel more comfortable and allow them to better view merchandise, leading to increased sales and margins. Market research shows the remodelled space will address customer needs and match industry trends, costing an estimated $1.5 million per store with sales projected to rise by $100,000 annually per store afterwards.
Starbucks: Brand offering and Positioning Himanshu Arora
Starbucks has grown significantly since establishing in 1971 and going public in 1992. It has expanded from 140 US stores selling whole bean coffee to over 5,800 stores worldwide offering a large variety of customized drinks. While Starbucks initially targeted affluent, well-educated customers, its customer base has diversified over time. Recent data shows customer satisfaction has declined as expectations have risen and perceived service has slowed, in part due to increased customization options overwhelming employees. Starbucks is analyzing how to improve customer service and regain customer intimacy to increase loyalty.
This media plan proposes strategies for JCPenney to reach their target audience of "Xoomers" ages 25-34. It recommends using new media like QR codes, online news sites, magazines, television, in-store kiosks, interactive storefronts, and guerrilla marketing. The plan outlines goals to increase consumer interaction and brand awareness through competitions and a pulsing media schedule tailored around holidays and seasons. It provides a budget breakdown and extensions for additional advertising during peak shopping periods.
This document discusses best practices for a data-driven merchandising workflow. It provides examples of how to review past performance, develop buying plans and forecasts, determine exit strategies, allocate inventory, and conduct ongoing performance evaluations. Specifically, it recommends merchandisers consider key metrics like historical sales, trends, pricing, sell-through rates, and competitors' strategies when planning assortments and optimizing inventory management. An example is provided of a retailer expanding their swimwear collection, highlighting the types of data and market insights that should inform decisions at each step of the merchandising process.
This document provides an overview of JCPenney's brand audit and strategies. It begins with an agenda and company overview. It then analyzes JCPenney's strengths, weaknesses, opportunities, and threats through a SWOT analysis. Competitors are identified and target markets are outlined. Effective and ineffective past brand works are examined. JCPenney's goal of becoming the "Great store experience" is stated. Brand building tactics around elements, marketing mix, communications, and partnerships are proposed. The document concludes with suggestions for qualitative and quantitative brand measurement.
Starbucks is facing issues with customer satisfaction not meeting expectations. There is a gap between customer perceptions of attributes and expectations. Customers see Starbucks as caring more about profits and new stores than customer service. Instead of a $40 million plan to reduce service times, Starbucks should focus on improving employee training, promotion campaigns for regulars, and converting satisfied to highly satisfied customers. The risks of the $40 million plan outweigh the benefits, and Starbucks has other issues to address regarding their brand and expansion strategies.
Digital Marketing Launch Strategy for Honor - marketplace for in-home careTobias Kemper @tek
This digital marketing launch strategy deck is for the online service Honor. Honor, an in-home care service marketplace, had not launched and needed a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.
In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.
This document discusses strategies for improving Kohl's big and tall clothing section. It begins by characterizing big and tall customers as preferring size selection over other factors and being loyal shoppers. The document then outlines problems like limited selection, sizing, and frustrations with baggy fits. Survey results show customers want more styles and sizes. Solutions proposed include expanding popular items' sizing, focusing on performance fabrics, and relocating big and tall sections closer to regular men's clothing. Marketing strategies involve celebrity endorsements, direct mailers, and a mobile app with sizing guides and filters. The top 10 most obese U.S. states are suggested for an in-store location change test.
Kohl's is remodelling store dressing rooms to improve the customer experience. The plan is to create a centralized dressing room area towards the back of each store with larger rooms, comfortable seating, and updated lighting. This is intended to make customers feel more comfortable and allow them to better view merchandise, leading to increased sales and margins. Market research shows the remodelled space will address customer needs and match industry trends, costing an estimated $1.5 million per store with sales projected to rise by $100,000 annually per store afterwards.
Starbucks: Brand offering and Positioning Himanshu Arora
Starbucks has grown significantly since establishing in 1971 and going public in 1992. It has expanded from 140 US stores selling whole bean coffee to over 5,800 stores worldwide offering a large variety of customized drinks. While Starbucks initially targeted affluent, well-educated customers, its customer base has diversified over time. Recent data shows customer satisfaction has declined as expectations have risen and perceived service has slowed, in part due to increased customization options overwhelming employees. Starbucks is analyzing how to improve customer service and regain customer intimacy to increase loyalty.
This media plan proposes strategies for JCPenney to reach their target audience of "Xoomers" ages 25-34. It recommends using new media like QR codes, online news sites, magazines, television, in-store kiosks, interactive storefronts, and guerrilla marketing. The plan outlines goals to increase consumer interaction and brand awareness through competitions and a pulsing media schedule tailored around holidays and seasons. It provides a budget breakdown and extensions for additional advertising during peak shopping periods.
JCPenney aims to capture market share in the young men's apparel market in the US. They plan to launch an innovative, creative clothing line targeting Generation Y men aged 25-35. The line will include signature items like a versatile sport coat as well as tees, sweaters and accessories. JCPenney will promote the line through social media, mobile apps, and magazine ads. Financial projections estimate over $10 million in annual profits at full production scale.
This is a link to my slideshare document, it is a powerpoint that I did for one of my last classes when I was a senior last fall. It is a Integrated Marketing Campaign for JC Penney, this was an AAF sponsored Ad-Team competition which would go on to be brought to life the following spring by Drury Communication Students.
Howard Schultz created Starbucks in the 1980s to provide specialty coffee, customer service, and a "third place" for customers beyond home and work. By 2002, Starbucks had over 5,000 stores globally selling premium coffee beverages and catering to affluent customers. However, recent data shows declining customer satisfaction due to slow service times. Starbucks is considering investing $40 million to improve speed of service in 4,500 stores, but it is unclear if this will increase sales and profits or align with their growth strategy.
This document summarizes a case study about Starbucks' efforts to improve customer satisfaction and speed of service. It finds that while customers report wanting faster service, other factors like friendly staff and rewards programs better predict loyalty. Adding more labor hours may increase service but not enough to meet financial goals. Alternative actions like improved training, rewards, and automated equipment avoid ongoing costs and better address customer priorities.
Starbuck - Part 3 Four Strategy Analysis - Customer Flow ManagementCharlotte L
This document analyzes Starbucks' customer flow management strategies. It identifies three critical points where queues form: waiting for a cashier, barista, and to pick up coffee. It proposes solutions like a mobile ordering app, contactless payment, optimized order processing, and perceived wait time reductions through in-store entertainment. Customer types are segmented by their buying habits and time availability. Strategies aim to shorten actual wait times for busy customers while giving leisure customers reasons to spend more time in stores.
Sturtevant's seeks to expand its online customer base through a guerrilla marketing campaign utilizing window stickers placed on cars during rainy weather in Seattle to advertise watersports equipment. The campaign aims to generate word of mouth buzz through creative advertising in an inexpensive way, costing approximately $900 for over 1000 custom window stickers depicting people enjoying watersports. Additional marketing potential exists through photo contests on social media using the window stickers.
Refining Your Amazon Sponsored Products Strategy for Q4Tinuiti
This document summarizes a presentation about refining sponsored products strategies for the fourth quarter on Amazon. It provides an overview of sponsored products and recommendations for automatic and manual campaign structures. These include starting with low bids and differentiating product groups for automatic campaigns, and creating targeted campaigns with keywords for manual campaigns. It emphasizes the importance of preparing now for the busy holiday season by getting more granular with segmentation, increasing budgets, and taking a comprehensive approach focusing on inventory, pricing, and profitability over volume to succeed with sponsored products on Amazon.
The 2016 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with the proven strategies and tactics to effectively grow a profitable brand on the Marketplace.
This year, the focal points will be on how to increase product discoverability on the Amazon SERP, scaling Sponsored Products campaigns, and pricing strategies for private label brands.
The document analyzes Starbucks' business strategies and challenges in the early 2000s. It discusses how Starbucks originally focused on specialty coffee, customer service, and creating a "third place" atmosphere. However, over time Starbucks introduced many new products that complicated orders and increased wait times, threatening customer satisfaction. It also discusses challenges like store cannibalization, lack of brand differentiation, and opportunities like expanding into new markets and grocery sales. The document evaluates alternatives for Starbucks to refocus on the customer experience and redefine their marketing strategies based on customer research.
This document summarizes Starbucks' focus on customer service through its history, value proposition, and strategies to improve customer satisfaction. It outlines Starbucks' growth since 1971, key factors in its early success like motivated employees and a niche customer experience. Data shows the relationship between customer satisfaction, profitability, and repeat visits. Recommendations include redefining marketing strategies, analyzing customer segments, and investing $40 million in some company-operated stores to reduce costs and wait times.
This document outlines a marketing plan for a new clothing brand called "David Akkar". It discusses conducting market research and analyzing competitors. The plan proposes launching with office wear and event clothing in varied colors and fabrics at affordable prices. Promotional strategies include discounts, bundling accessories, and social media marketing. The target market is young professionals and the goal is to gain 5-10% initial market share. The budget is 0.5 million rupees and profit of 30% is projected.
The 2016 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with the proven strategies and tactics to effectively grow a profitable brand on the Marketplace.
This year, the focal points will be on how to increase product discoverability on the Amazon SERP, scaling Sponsored Products campaigns, and pricing strategies for private label brands.
This document summarizes strategies for retailers to get more relevant and boost sales, including enhancing the customer experience through better visual merchandising, promotion, products offered, and salesmanship. It discusses identifying and eliminating "profit killing elements" like clutter, lack of theme, too much or too little variety. The process involves identifying these issues, analyzing them, eliminating problems, and boosting positive elements. Specific strategies presented include resetting categories and themes seasonally, showcasing brands, signage, lighting, bulk pricing, and stocking levels.
Finding the White Space of Food and Beverages in a Cluttered Market—Lynn XU Simba Events
FBIF2015 is taking place on 13th – 15th May, 2015 in Shanghai, we are looking forward to your participation, please pay attention to our site for the latest event info.
The document provides guidance on key marketing concepts including understanding customers, developing personas, identifying benefits, and planning an effective marketing strategy and communications. It discusses analyzing the market and customers, planning marketing objectives and strategies, taking marketing actions, and controlling the results. Top tips include maintaining a positive customer-centric approach, being self-explanatory, targeting specific customers, ensuring ongoing relevance, and differentiating from competitors.
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
The document discusses product marketing, including defining it, comparing it to general marketing, how it differs across company size and complexity, and the roles and functions of product marketers. Key points include:
- Product marketing is promoting and selling a product to an audience by assessing customer needs and developing positioning, messaging, and go-to-market strategies.
- It differs from general marketing in its specific focus on one product or solution.
- The role and needs of product marketing change based on a company's size, complexity of its product, and market landscape - requiring different levels of strategic vision and tactical execution.
- Effective product marketing is essential to building, launching, and growing a product successfully by enabling
Customer Journey Optimization - GpEC Summit 2018 PresentationValentin Radu
The document discusses optimizing the customer journey. It emphasizes that customer purchase decisions are largely subconscious and emotional. It argues that companies should focus more on the customer experience than the product. The experience economy prioritizes customization and transforming customer interactions. An optimized customer journey reduces friction points, improves the post-purchase experience through loyalty programs, and collects feedback to enhance future interactions.
This document provides a marketing strategy and action plan for the holiday season. It recommends breaking the plan into four units: messaging, timing, pricing, and marketing tactics. For messaging, it suggests focusing on value, emotions, and urgency. For timing, it advises starting early and rewarding early customers. For pricing, it discusses bundle pricing and dynamic pricing. For tactics, it recommends loyalty programs, coupons, SEO optimization, landing pages, and buyer's guides.
Master your marketing PNC talk 19 September 2013Ethan Chazin MBA
This document summarizes a presentation on aligning marketing, sales, and business strategies for success. It discusses aligning goals across marketing and business, defining different types of products, understanding customer needs, determining customer value, branding challenges, and gaining referrals and apostles. Key points include identifying top customers, developing a strategic networking plan, thanking and rewarding top clients to encourage retention, and following customers across online conversations. The overall message is on integrating strategies across departments to exceed customer expectations and drive business success.
This document provides strategies and tips for onboarding new customers and retaining existing ones. It discusses understanding customers, segmentation, targeting, positioning, evaluating opportunities, understanding digital ecosystems and channels, and optimizing the customer experience and conversion rates across channels. Body language, developing the right attitude, and negotiating skills are also addressed.
JCPenney aims to capture market share in the young men's apparel market in the US. They plan to launch an innovative, creative clothing line targeting Generation Y men aged 25-35. The line will include signature items like a versatile sport coat as well as tees, sweaters and accessories. JCPenney will promote the line through social media, mobile apps, and magazine ads. Financial projections estimate over $10 million in annual profits at full production scale.
This is a link to my slideshare document, it is a powerpoint that I did for one of my last classes when I was a senior last fall. It is a Integrated Marketing Campaign for JC Penney, this was an AAF sponsored Ad-Team competition which would go on to be brought to life the following spring by Drury Communication Students.
Howard Schultz created Starbucks in the 1980s to provide specialty coffee, customer service, and a "third place" for customers beyond home and work. By 2002, Starbucks had over 5,000 stores globally selling premium coffee beverages and catering to affluent customers. However, recent data shows declining customer satisfaction due to slow service times. Starbucks is considering investing $40 million to improve speed of service in 4,500 stores, but it is unclear if this will increase sales and profits or align with their growth strategy.
This document summarizes a case study about Starbucks' efforts to improve customer satisfaction and speed of service. It finds that while customers report wanting faster service, other factors like friendly staff and rewards programs better predict loyalty. Adding more labor hours may increase service but not enough to meet financial goals. Alternative actions like improved training, rewards, and automated equipment avoid ongoing costs and better address customer priorities.
Starbuck - Part 3 Four Strategy Analysis - Customer Flow ManagementCharlotte L
This document analyzes Starbucks' customer flow management strategies. It identifies three critical points where queues form: waiting for a cashier, barista, and to pick up coffee. It proposes solutions like a mobile ordering app, contactless payment, optimized order processing, and perceived wait time reductions through in-store entertainment. Customer types are segmented by their buying habits and time availability. Strategies aim to shorten actual wait times for busy customers while giving leisure customers reasons to spend more time in stores.
Sturtevant's seeks to expand its online customer base through a guerrilla marketing campaign utilizing window stickers placed on cars during rainy weather in Seattle to advertise watersports equipment. The campaign aims to generate word of mouth buzz through creative advertising in an inexpensive way, costing approximately $900 for over 1000 custom window stickers depicting people enjoying watersports. Additional marketing potential exists through photo contests on social media using the window stickers.
Refining Your Amazon Sponsored Products Strategy for Q4Tinuiti
This document summarizes a presentation about refining sponsored products strategies for the fourth quarter on Amazon. It provides an overview of sponsored products and recommendations for automatic and manual campaign structures. These include starting with low bids and differentiating product groups for automatic campaigns, and creating targeted campaigns with keywords for manual campaigns. It emphasizes the importance of preparing now for the busy holiday season by getting more granular with segmentation, increasing budgets, and taking a comprehensive approach focusing on inventory, pricing, and profitability over volume to succeed with sponsored products on Amazon.
The 2016 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with the proven strategies and tactics to effectively grow a profitable brand on the Marketplace.
This year, the focal points will be on how to increase product discoverability on the Amazon SERP, scaling Sponsored Products campaigns, and pricing strategies for private label brands.
The document analyzes Starbucks' business strategies and challenges in the early 2000s. It discusses how Starbucks originally focused on specialty coffee, customer service, and creating a "third place" atmosphere. However, over time Starbucks introduced many new products that complicated orders and increased wait times, threatening customer satisfaction. It also discusses challenges like store cannibalization, lack of brand differentiation, and opportunities like expanding into new markets and grocery sales. The document evaluates alternatives for Starbucks to refocus on the customer experience and redefine their marketing strategies based on customer research.
This document summarizes Starbucks' focus on customer service through its history, value proposition, and strategies to improve customer satisfaction. It outlines Starbucks' growth since 1971, key factors in its early success like motivated employees and a niche customer experience. Data shows the relationship between customer satisfaction, profitability, and repeat visits. Recommendations include redefining marketing strategies, analyzing customer segments, and investing $40 million in some company-operated stores to reduce costs and wait times.
This document outlines a marketing plan for a new clothing brand called "David Akkar". It discusses conducting market research and analyzing competitors. The plan proposes launching with office wear and event clothing in varied colors and fabrics at affordable prices. Promotional strategies include discounts, bundling accessories, and social media marketing. The target market is young professionals and the goal is to gain 5-10% initial market share. The budget is 0.5 million rupees and profit of 30% is projected.
The 2016 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with the proven strategies and tactics to effectively grow a profitable brand on the Marketplace.
This year, the focal points will be on how to increase product discoverability on the Amazon SERP, scaling Sponsored Products campaigns, and pricing strategies for private label brands.
This document summarizes strategies for retailers to get more relevant and boost sales, including enhancing the customer experience through better visual merchandising, promotion, products offered, and salesmanship. It discusses identifying and eliminating "profit killing elements" like clutter, lack of theme, too much or too little variety. The process involves identifying these issues, analyzing them, eliminating problems, and boosting positive elements. Specific strategies presented include resetting categories and themes seasonally, showcasing brands, signage, lighting, bulk pricing, and stocking levels.
Finding the White Space of Food and Beverages in a Cluttered Market—Lynn XU Simba Events
FBIF2015 is taking place on 13th – 15th May, 2015 in Shanghai, we are looking forward to your participation, please pay attention to our site for the latest event info.
The document provides guidance on key marketing concepts including understanding customers, developing personas, identifying benefits, and planning an effective marketing strategy and communications. It discusses analyzing the market and customers, planning marketing objectives and strategies, taking marketing actions, and controlling the results. Top tips include maintaining a positive customer-centric approach, being self-explanatory, targeting specific customers, ensuring ongoing relevance, and differentiating from competitors.
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
He knows more about your products than you do. He connects instantly with all the other customers. If he’s not pleased, he can pretty much do anything to send a company into oblivion.
RIP, Thomas Cook.
Omnipotent, omniscient, omnipresent. The customer is not the king anymore. He is more like a God.
In this incredibly demanding, competitive and connected market, we need to understand our customers better than ever.
In this session, I am offering you the means to understand and please the eCommerce God.
You don’t need offerings.
You just need the right offers.
The document discusses product marketing, including defining it, comparing it to general marketing, how it differs across company size and complexity, and the roles and functions of product marketers. Key points include:
- Product marketing is promoting and selling a product to an audience by assessing customer needs and developing positioning, messaging, and go-to-market strategies.
- It differs from general marketing in its specific focus on one product or solution.
- The role and needs of product marketing change based on a company's size, complexity of its product, and market landscape - requiring different levels of strategic vision and tactical execution.
- Effective product marketing is essential to building, launching, and growing a product successfully by enabling
Customer Journey Optimization - GpEC Summit 2018 PresentationValentin Radu
The document discusses optimizing the customer journey. It emphasizes that customer purchase decisions are largely subconscious and emotional. It argues that companies should focus more on the customer experience than the product. The experience economy prioritizes customization and transforming customer interactions. An optimized customer journey reduces friction points, improves the post-purchase experience through loyalty programs, and collects feedback to enhance future interactions.
This document provides a marketing strategy and action plan for the holiday season. It recommends breaking the plan into four units: messaging, timing, pricing, and marketing tactics. For messaging, it suggests focusing on value, emotions, and urgency. For timing, it advises starting early and rewarding early customers. For pricing, it discusses bundle pricing and dynamic pricing. For tactics, it recommends loyalty programs, coupons, SEO optimization, landing pages, and buyer's guides.
Master your marketing PNC talk 19 September 2013Ethan Chazin MBA
This document summarizes a presentation on aligning marketing, sales, and business strategies for success. It discusses aligning goals across marketing and business, defining different types of products, understanding customer needs, determining customer value, branding challenges, and gaining referrals and apostles. Key points include identifying top customers, developing a strategic networking plan, thanking and rewarding top clients to encourage retention, and following customers across online conversations. The overall message is on integrating strategies across departments to exceed customer expectations and drive business success.
This document provides strategies and tips for onboarding new customers and retaining existing ones. It discusses understanding customers, segmentation, targeting, positioning, evaluating opportunities, understanding digital ecosystems and channels, and optimizing the customer experience and conversion rates across channels. Body language, developing the right attitude, and negotiating skills are also addressed.
This document summarizes best practices for marketing, sales, and customer relationships. It discusses aligning business and marketing goals, resources, and activities. Key aspects include understanding customers through data on recency, frequency, volume, and profit of purchases. Retaining top customers is emphasized through rewards, recognition, and loyalty programs. Referrals are identified as a major source of new business. The presentation recommends gaining customer advocates or "apostles" by delivering exceptional value and solutions.
This document summarizes a presentation on strategic planning and channel planning. It discusses how strategic planning needs to embrace the full customer journey and deliver communications across different channels that work towards overall objectives. It recommends breaking down silos both within agencies and with clients so that expertise across areas like creative, media, and customer service can be better connected. It also provides tips for strategic planning like always questioning client numbers, making sure objectives are clear and measurable, and how to properly measure campaign results across different segments.
Here is a sample buyer persona for Susan, the head of HR at a mid-sized company:
Name: Susan
Role: Head of Human Resources
Company Size: 150 employees
Background:
- Has worked in HR for 15 years, starting as an HR Associate and working her way up to Head of HR
- Enjoys the challenges of managing people processes but also feels pressure to contain costs
Goals:
- Retain top talent to minimize turnover and maximize productivity
- Reduce healthcare costs and choose the most cost-effective benefits package
- Stay up-to-date on HR best practices and legislation
Challenges:
- Budget constraints limit benefits offerings and training programs
- Employees want
Air Force Research Laboratory Small Business Hub Collider - Small Business Ma...Billy Grill
Presented by Billy Grill, Rebel Marketing, this Collider event through the Air Force Research Laboratory Small Business Hub covers Small Business Marketing with a focus on marketing to the federal government. It covers all aspects of marketing from strategy through tactics and tools.
Business Survival Strategies: Why a Human-Centric Approach to Your Business i...Spodek & Co.
Learn how to apply a human-centric strategic approach to your business, recruitment, and marketing efforts during periods of disruption.
Here's what you need to know
How are you and your business coping in the age of COVID-19?
We’re all having to adapt at an unprecedented pace in order to survive. How your business responds to the pandemic has the potential to reflect on your company for years to come. Three experts in business, recruitment and marketing will discuss approaches to:
Understanding the difference between culture and performance culture and why both are important
Navigating the complexity of human resources and recruitment during a crisis
Defining your brand today while building customer loyalty for the future
Apply these tips and strategies today and be prepared for future disruptions.
The document discusses various marketing strategies and concepts. It begins by describing a problem of high-end shampoo being stolen from health club showers and provides examples of ineffective solutions, such as falsely assuming it's only women or staff stealing it. It then discusses diagnosing problems quickly like physicians and provides two marketing case studies, one about MillerCoors expanding into craft beers and another about UnderArmour's strategy in response to disappointing shoe sales. Finally, it discusses the importance of insight in marketing and provides an example of a positioning statement for DiGiorno that lacks clear insight.
Watch Dan Ross, Managing Director for Optimizely ANZ in our latest webinar from the Experimentation Insights Tour -- "7 Habits of Highly Effective Personalisation Organisations”
Watch the webinar here: https://optimizely.wistia.com/medias/cun66mnkwt
Take Optimizely's Maturity Assessment here: https://www.optimizely.com/maturity-model/
DESCRIPTION: Create a data-driven culture and affect business decisions at the broader company level. When most people think of experimentation or testing, they think of sales and marketing.
However, to do real customer experience optimisation, you need to think about all the ways your customers are interacting with you.
The right mix to support building your programme into a centre of excellence is critical: you need a team that helps create a data-driven culture.
Watch this webinar so you can:
* Think more deeply about the future of your program and the makeup of your team
* Consider which hard and soft skill sets your testing organisation needs
* Build a well-rounded optimisation team that is visible, sustainable, and efficient
About Optimizely
Optimizely is the world's leading experimentation platform, enabling businesses to deliver continuous experimentation and personalisation across websites, mobile apps and connected devices. Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience.
The platform’s ease of use and speed of deployment empower organisations to create and run bold experiments that help them make data-driven decisions and grow faster.
To date, marketers, developers and product managers have delivered over 700 billion experiences tailored to the needs of their customers. Optimizely’s global client base includes Atlassian, eBay, Fox, IBM, The New York Times, LendingClub, Hotwire, Microsoft and many more leading businesses.
To learn more about customer experience optimisation, visit optimizely.com
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in consumer response through brand knowledge, associations, and relationships. Measuring brand performance allows marketers to improve and leverage existing brand equity over time through strategic brand management.
The document provides guidance on developing strong brands and brand strategies. It discusses the importance of understanding customers, competitors, and business strategy. Effective brand strategies are based on powerful customer segmentation and in-depth knowledge of customer motivations. Building brand equity requires creating differential effects in customers' responses through positive brand associations. Past branding efforts provide a strategic bridge to future success by shaping customer perceptions and experiences with the brand.
Go From Vanity to Sanity Metrics by Amplitude Head of Prod MKTProduct School
Main takeaways:
- Why it’s important to segment your market carefully before operationalizing the marketing mix?
- How to go beyond pipe generation numbers and assess the health of your opportunity funnel?
- How to run data driven marketing programs that support the complete opportunity funnel?
NTS 2014 Marketing and Communications Functional Track Session.Josephus AYOOLA
Session Delivered to members of AIESEC in Nigeria Marketing and Communications Functional Track on how to better understand their roles and synergize to drive the organisations focus programmes operations and achieve better results.
The first of three capability building seminars for the Northern Ireland Food & Drink sector. This session looks at strategic planning, when, how and why you need to do it (whatever your business).
Data Driven Marketing: How to grow your online store
The presentation will cover how to create data driven marketing programs using the information collected in your Magento platform. The presentation will provide guidance on how on how to segment both your customer and product data to build data driven marketing programs.
Alinea Partners Social Media - Why it's Different with Us!Leahanne Hobson
Our approach to social media - for you and your partners - is different. We give you the skills you need, rather than taking over your corporate or personal identity by doing it all for you. Contact us to hear more ... office@alinea-partners.com
Selfast Pro is an Marketing service agency providing full scale marketing and branding services. Founded in 1989, as Selfast Inc, we have consistently garnered successful outcomes for clients through customer winning activities and aggressive marketing strategies.
We are sure we will add value to your brands.
Similar to Strategic Marketing Plan - Case Debate at Hogeschool Van Amsterdam (20)
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
8. A good Marketing strategy should
consider the building of a SCA
If Your Marketing strategy doesn’t
point out how to building up SCA
THEREFORE, we can conclude that the particular
marketing strategy is NOT a good Marketing strategy!!!!!!!
10. C&B is a Niche player
Mass Advertisements
in Niche Market?
Workable?
Too Broad Target Group?
Workable?
“All things to All people”
Travelers Business Electronics
13. What are we good at?
Ladies Purses
23%
Men's Purses
37%
Consumer
Electronics
Protection Bags
1%
Business Articles
19%
Travel
Accessories
17%
Ladies
Handbags
3%
Ladies Purses
Men's Purses
Travel Accessories
Business Articles
Ladies Handbags
Consumer Electronics
Protection Bags
14. sending gifts/samples
to customers ??
ISSUES
• High cost since it is LEATHER
• The fact is People only buy leather twice a Year!!!
• The fact the budget doesn’t appear on your pie chart
19. IF C&B LIQUIDATES ITS DOG
STRENGTHS
• High quality
• Wide product range
• Good image
• High brand awareness
Mismatch
between
Strengths
and
Strategy
26. Target Market
• Business executives
- Affordability
- Status enhancement
- Quality product
(Leather)
27. Future Trend
• People are moving toward the idea of self-expression.
• They are finding the products that are
tailored made for their individuality
>>>> differentiate and special.
28. Therefore, we are trying to build our
Sustainable Competitive Advantage (SCA)
“Operational adaptability to offer
greater value which meet customer
needs and demands”
31. Strategies
“Operational adaptability to offer
greater value which meets
customer needs and demands”
• Rebranding
• Customers’ intimacy
• Superior design
45. Budget for the Marketing Plan
Event
35% Endorsement
14%
Embossing
1%
Magazine
Advertisement
20%
Design
Development
30%
Event
Endorsement
Embossing
Magazine Advertisement
Design Development
46. In Long-Term
• Open our own shop !!
- Made-to-order
- Invest in customer relationship
management (CRM)
48. In Long-Term
• Create sub-brand
- Target young customers
- More colorful in design
- Non-leather / semi-leather product lines
“We provide essential opportunities for
young plant to develop and grow
sustainably“
50. In Long-Term
• Move company’s inspection and quality
control (QC) department to China
- Save transportation costs
- Also decrease ‘pipeline length’ in the
supply chain
- Allow the company to response quickly
to customers
53. Conclusion
• Short-term
- Rebranding
- Customers’ intimacy
- Superior design
• Long-term
- Own shop
- Sub-brand
- Moving QC
department to China
Support our SCA !!!
Editor's Notes
You might said ……what..?? The case asked us to boost the sales up to 20% in 2009 …….why should we do care about SCA…
You might say my market penetration is sufficient to boost the sales up to 20% next year but
The other group comes up with a brilliant idea of advertising these and that but not enoguh!! Not the right way to slove the problem for B&G………..but in my opinion you look at surface & try to slove the problme.!! The B&G need and can do more than this…….yeah ur plan might work ……….there are also many loophole to consider……
Not clear to which segment u gonna focus….the business person? The upper class business person or what?
A good mkt strategy should leverage its strenght but by liquidatat the dog…doesn’t’ make sense.!!
WIDE product range one elembet of high brand awaremenss………relfect bad image….!!
As you can see from the previous slides, this is our new logo for the company that explain the abbreviation of C&B in order to answer the question what does C&B stands for. Currently, most customers only aware of C&B, but have no idea that it derives from Curry and Boss.
We aim to target business executives with affordable hi-end products. They have Status enhancement—this is an emotional factor, in which he or she express their status and belonging to a certain social group through enhancing physical appearance . Thus, they find that appearance could assist in that ground. Moreover, their perceived value of the product is the quality of the product. This reflects one of our main competitive advantages which is high quality of leather. This allows the company to have an opportunity to gain market share from this segment.
Nowadays, people are moving toward self-expression. They want to buy the products that express their individuality. They want to be different from others and distinctive. Thus, many companies currently put themselves toward customization and also tailor-made products to meet those requirements and demands from the customers.
Let’s look at our strategies, rebranding, we want to rebrand because there is no more growth in the current products, the growth are already maximized. So , the company needs to modify itself to retain customers’ attention. This also supports our SCA in the sense of offering greater value.
The next one, customers’ intimacy in meeting customer needs, we try to improve our customer relationship by adjusting our operation in order to fulfill customers’ needs. We will illustrate more about this in just a minute.
Comparing to our competitors, Claudio Ferrici, Zara, Esprit, H&M, we’re now in the fashion industry, which most of the customers perceive design as one of the factors that determine their purchase. Therefore, the company aims to develop the superior design in order to response to the current market demand.
First, we would like to present our first strategy, rebranding, which consists of first, endorsement advertising. Endorsement not only enhance the brand image but it provides the brand with the sense of importance, since there is a successful business people using the products, displaying their passion toward our products. This is most likely securing the trusts from the customers. These business people would initiate the trends for business executives toward using our brands.
This print ads will be post in the “Salome” magazine. Salome is a high-end women’s executives magazine in the Netherlands. This parallel with our target segment. The product is aimed to be luxurious good for business executives.
This is the launching event for the company to clearly illustrate the idea of the company rebranding itself. The concept of the event is “beyond the square.” in this case, we metaphorically refer to office as a square space. We want business executive to break out of the stereotype: in which there are too much stress at work and dress and use similar products. The event will take place at the Amsterdam Zuid, as it is a metropolitan area in which many business operations take place. The date is on December 20 2008 right before christmas and new year. This is done intentionally, so that people will bear in mind our products and send it as gifts or presents for their love and special ones.
In the event, there will be a hosted fashion show displaying our leather goods. Business executives are on the guest lists in which they will help generate the press attentions. This is one of the biggest events of the year to gain customers’ attention and awareness.
We will operate our own website before launching the online shopping. We will differentiate ourselves from our rivalry through the offer of tailored made leather goods.
Here, the customers can get involve by choosing their own materials for the production of their desired products. For instance, the colors and materials will be picked by each individual. This enhance and trigger our customers’ intimacy
We will operate our own website before launching the online shopping. We will differentiate ourselves from our rivalry through the offer of tailored made leather goods. Here, the customers can get involve by choosing their own materials for the production of their desired products. For instance, the colors and materials will be picked by each individual. This enhance and trigger customers’ intimacy.
We will operate our own website before launching the online shopping. We will differentiate ourselves from our rivalry through the offer of tailored made leather goods. Here, the customers can get involve by choosing their own materials for the production of their desired products. For instance, the colors and materials will be picked by each individual. This enhance and trigger customers’ intimacy.
We will operate our own website before launching the online shopping. We will differentiate ourselves from our rivalry through the offer of tailored made leather goods. Here, the customers can get involve by choosing their own materials for the production of their desired products. For instance, the colors and materials will be picked by each individual. This enhance and trigger customers’ intimacy.
Beside the tailored made product, we add the feather of embossing. This helps demonstrate the idea the “individuality” the company is focusing on. Additionally, the customers will feel that the products are made especially for them, sensing the company’s concern about individual requirements. This not only can be ordered through shops, but can be done through the online offering.
We will work with famous designer to come up with a limited edition collection. For this would enhance the company’s design and brand image.
The company will begin to launch new collection twice a year: winter and summer. This would help trigger purchase frequency by offering new products for each season. Moreover, we will be able to catch up with the annual trend, since the trend change over the year time frame. This not only enhance superior design but it also show that the company is more responsive to the customers’ demands.
For long term plan, the company will open and operate its own store. This provide the company with more flexibility through the reduction of intermediary. Within the store, the shop offer the made-to-order service to customers and is customer’s oriented. This would help answers all customers questions and provide them with solutions. Not only will we have more control over all aspects, but this is a way out of the problems of decreasing numbers of specialty stores.
Metaphorically, C&B aims at the younger generations to use our brand. If they are satisfied with our products, it’s most likely that they will be returning for more. In the long run, they will be the returning customers for the brand C&B as there is an established segment for older generations. This enhance the brand loyalty and better customer retention as it is the brand that they are familiar with when they were still young. This psychological factor would definitely benefits the company in the long run.
The fact that we purchase the leather from Italy but goods are being shipped to Waalwijk for inspection and quality control demonstrates the inefficiency in operations due to higher transportation costs than necessary. Therefore, we are proposing the idea of moving the inspection and QC to China.
Do animation!!!!!**********************************************************************
In conclusion, the company should not just think about how to survive in the short-run. To be precise, the company should have a clear vision and strategies then try to build the SCA otherwise the company would lose its direction, position, finally they could end up in a loss again.