What is most important to each customer type? The three customer types that were mentioned in the video (Cole Creative Group, 2013) are (1) the fashion shoppers, (2) resellers, and (3) bargain hunters. The fashion shoppers are searching for trendy items so they can put together their own creations and fashions. Being trendy and creating their own fashion statement is important to them. By shopping at Goodwill, they can achieve this at a cheaper price.
Stages of the Product Life Cycle The product life cycle describes the stages a new product idea goes through. The product life cycle is divided into four major stages: (1) market introduction, (2) market growth, (3) market maturity and (4) sales decline (Perreault, Cannon, & McCarthy, 2011). This is the pace which The Family Café will move through the product life cycle: • Market introduction: The market introduction will be a little slow until customers are aware Kohl’s Department Store has The Family Café. Customers will be Kohl’s biggest advertising, but Kohl’s will add the opening of the café to television commercials, newspaper ads, and send announcement emails. There will also be signs and advertisements in-store
1. The stage in the new product process that occurs first and has a pass ratio of 1:4 is the ________ stage. a) test marketing b) idea screening c) product development d) product soft launch 2. If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider? a) Customer complaints b) Effective reach c) Share of shelf d) Trial rate 3.
M2: assess how own website design contributes to fulfilling the organisation’s purpose through meeting the requirements of the target audience. D2: make justified recommendations for how a website design and launch plan could be improved The requirements of the target audience would include the ability of viewing the product online, receiving its full information and being able to electronically purchase it by the use of their credit/debit cards. My target market would most likely expect certain style of clothes to be sold on the website (street fashion) as well as a specific design for the website, as it focuses on selling urban clothing. My organisation (The Lost Society) purpose was to create a brand which will compete with brands like Topman or River Island, as well as to maximise sales and generate as much profit as possible, which could be then invested into the development of retail stores. The actual website contributes to fulfilling my business’ purpose by achieving what the target audience are expecting of the website.
The Fashion Channel M E M O R A N D U M To: Jared Thomas From: Dana Wheeler Subject: Market Segmentation Mr. Thomas, as you know, The Fashion Channel is facing several competitive threats in the fashion entertainment TV business. The purpose of this memo is to recommend a new segmentation and positioning strategy for TFC in order to strengthen its competitive strategy Recommendations It is my recommendation that TFC move forward with a dual-segment marketing strategy, focusing the programming efforts on the Fashionistas and Shopper/Planners. These two segments are predominately made up of females, ages 18-34 who could offer a significant boost in our margin and net income. I am also recommending that the majority of the advertising, promotion, and public relations budget for the fiscal year be dedicated to building brand loyalty for the two segments listed above. Data Analysis The data provided in appendix 2 lists all the financials associated with the recommendation above.
Table of Contents Introduction 3 Burberry personality 3 Burberry and other brands 4 Lifestyles of the brand users 4 Effect of Burberry brand within the broader consumption categories 5 APPENDICES 8 Appendix I – Types of Psychographic Analysis according to Heath (1995) 8 Appendix II – elements of Burberry’s authentic British heritage 9 Appendix III –Product Pyramid after Re-positioning 10 Appendix IV – Burberry competitors’ personalities 10 Appendix V – Lifestyle of Burberry brand users 11 Appendix VI - Broader psychographic profiles of luxury consumers 13 References 14 Introduction In this paper we explore how psychographic analysis can be useful to marketing established luxury brands such as Burberry in the light of a growing recession as well as changing attitudes to luxury. Moreover, Burberry as well as other brands can no longer conventionally position themselves as advances in technology and internet fragmented traditional audiences and empowered consumers, who are now product savvy and group into smaller and smaller psychographic segments. Adaptable positioning would help communicate the brand to many different audiences so to keep relevancy and psychographic analysis is the tool to achieve it. Psychographic analysis attempts to measure lifestyles of consumers; in contrast to demographics, such as age, gender, and education, psychographics is a way that marketers tie psychological traits to consumption (Heath, 1995). It is useful for market segmentation, improving positioning of a product or service, and also provides with insights in developing new marketing and communication strategies for brands and its products.
Unit 34 M2: Assess how own website design contributes to fulfilling the organisation’s purpose through meeting the requirements of the target audience Report – Fashion House In this report, I will be assessing how well my website design will help ‘Fashion House’ to achieve its main purpose and how well the design meets the needs of the targeted audience of the business. How the website design will help ‘Fashion House’ achieve its purpose: The main purpose of the business ‘Fashion House’ is to generate sales, through trading with customers across the United Kingdom, using their online website which has been created by me. The websites has many design features which will contribute to helping ‘Fashion House’ to achieve its objective of generating sales. The website which I have created for the business consists of a Homepage, an About Us page, two product pages and a Contact Us page which will allow users to easily navigate through the website to search for what they are looking for. Also, by having the website divided into different sections, users will be able to quickly find the desired product on the website which they are looking for.
How Calvin Klein Persuades Consumers There are thousands of new consumer items, from clothing to electronics that come out each season. In order for companies to sell their merchandise, they must find a way to get public recognition. One way they achieve this is by making some sort of claim while also drawing in the audience by appealing to their emotions and values through advertisements. The ad I chose to analyze is by Calvin Klein, promoting the new “Performance” line of clothing. The implicit claim of this image, which I found in Women’s Health magazine, is that you will feel comfortable, sexy, and uninhibited when you work out in Calvin Klein’s Performance wear.
Unit 9 Creative product promotion Created by Max Straat Max Straat Unit 9 Creative product promotion Created by Max Straat Max Straat Inhoudsopgave P1 Magnum 2 1:Describe the purpose of the promotional mix 2 Advertising 2 Personal selling: 3 Sales promotion: 3 Public relations: 3 Direct marketing: 3 Sponsorships: 3 2 describe the aims and objectives of the two chosen companies 4 3 explain how two chosen companies use the different elements of the promotional mix to achieve their objectives 4 4 explore how competitors of your chosen companies use the different elements of the promotional mix 4 5 explore which segment of the market your companies are aiming at 5 6 do research to find out how promotional methods have been adapted to take the Budget into account. 5 7describe how Communication models can influence the promotional activities of the chosen companies 5 P1 lady gaga 6 1:Describe the purpose of the promotional mix 6 Advertising: 6 Personal selling: 6 Sales promotion: 6 Public relations: 7 Direct marketing: 7 Sponsorships: 7 2 describe the aims and objectives of the two chosen companies 7 3 explain how two chosen companies use the different elements of the promotional mix to achieve their objectives 7 4 explore how competitors of your chosen companies use the different elements of the promotional mix 7 5 explore which segment of the market your companies are aiming at 8 6 do research to find out how promotional methods have been adapted to take the Budget into account 8 7 describe how Communication models can influence the promotional activities of the chosen companies 8 P2 explain the role of promotion within the marketing mix for a selected product/service 8 1.describe the marketing mix for one of the selected companies. 8 Product: 8
BURBERRY Define the Problem: * What is the best way for Burberry to continue to grow their brand for long-term growth without risking customer burnout? Decision Factors: 1. Maintain and continue the current brand positioning in the middle. Currently Burberry has successfully positioned themselves right in the middle as a lifestyle brand, represented by Ralph Lauren and a fashion brand, represented by Gucci. 2.