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Strategic Marketing Plan - Case Debate at Hogeschool Van Amsterdam
- 2. Fail to identify the root of problem Contradiction between strategy & SWOT Overestimation 3 MAIN PROBLEMS
- 3. Fail to identify the root of problem Contradiction between strategy & SWOT Overestimation 3 MAIN PROBLEMS
- 4. Fail to identify the root of problem Contradiction between strategy & SWOT Overestimation 3 MAIN PROBLEMS
- 5. Fail to identify the root of the problems
- 6. WHAT ACTUALLY HAPPEN?? • No emotional value attach to the brand • Lack of effective SCA • Lack of customer intimacy and good communication
- 7. MARKET PENETRATION DO NOT BUILD SCA
- 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!!!!!!!
- 9. NONE OF THEM REFLECT THE BUILDING OF SCA
- 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
- 11. POTENTIAL????
- 12. TRAVELER Percentage of Travellers' Luggage Types Preference Leather 6% Fiber 15% Canvas 34% Others 45% Leather Fiber Canvas Others
- 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
- 15. Where is Your sample gift budget??????
- 16. Contradiction between strategy & SWOT analysis
- 18. It contradicts to C&B strengths
- 19. IF C&B LIQUIDATES ITS DOG STRENGTHS • High quality • Wide product range • Good image • High brand awareness Mismatch between Strengths and Strategy
- 20. Overestimation
- 24. Total growth rate in the next 3 years
- 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”
- 29. Strategies “Operational adaptability to offer greater value which meets customer needs and demands” • Rebranding
- 30. Strategies “Operational adaptability to offer greater value which meets customer needs and demands” • Rebranding • Customers’ intimacy
- 31. Strategies “Operational adaptability to offer greater value which meets customer needs and demands” • Rebranding • Customers’ intimacy • Superior design
- 32. Rebranding • Endorsement Advertising
- 33. Magazine
- 36. Customer Intimacy • Open on-line shopping
- 37. On-line Shopping
- 38. On-line Shopping
- 39. On-line Shopping
- 40. On-line Shopping
- 41. Customers’ Intimacy • Embossing Zalano
- 42. Superior Design • Cooperate with famous designers - Limited Edition - Enhance the company’s design and brand image
- 43. Superior Design • Collection - Twice a year (Seasoning)
- 44. Examples of Print Ad for Seasoning Collection
- 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)
- 47. Own Shop
- 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“
- 49. Sub-brand • Heidi’s by C & B
- 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
- 51. Transportation
- 52. Transportation
- 53. Conclusion • Short-term - Rebranding - Customers’ intimacy - Superior design • Long-term - Own shop - Sub-brand - Moving QC department to China Support our SCA !!!
Notas del editor
- 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.