Marketing Program positioning Strategy
This part is giving an extremely far reaching strategic analysis of La Senza and by the means time explores the short and long term problems and opportunities for La Senza. This provides a energetic input to La Senza in achieving the objectives for theplanning and development.
a. Product strategy
This strategy influences competitive advantage of La Senza because potential customers usually search for the best deals and quality where La Senza fulfilled both criteria. However, La Senza has a risky non-sustainable competitive advantage in the product strategy when it involves with the products attributes or features. La Senza, compared to other less competitive opponents such as La Vie En Rose, the features of designs in shows in a colourful trendy effects in the lingerie market. Though some lingerie brands are focusing on style, the design influences how the product can be perceived and what actions can contributes in the end. Other product strategy for La Senza is providing products that are easily recognized.La Senza had make over its products to target demands more to its target market aged 17 to 35.The previous La Senza product strategy is differentiating its products from the range of A to F in the bra series. However, the
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The unified systems of producer, retailer and wholesaler show coordination of participating organizations in collaborative relationships.Next, the exclusive distribution where give limited amount of dealers the exclusive right to distribute La Senza products in their territories (Principles of Marketing, 2009) For example, the La Senza in Vietnam distribute products with Nguyen Trai and Le Loi street. However, the selective distribution can also be applies in La Senza because the use of more than a intermediary who are willing to carry the final products that are ready for end-users (Principles of Marketing,
As a seasonal magalog, La Senza's Magalog has been published 10 seasons, and distributed to more than 300 La Senza's stores in Canada, also has international editions in 34 countries (revcommunications, 2013). The magalog has wonderful designs and contents with glossy pages, it has distinctive color contrast which gives a comfortable reading feeling. On the other hand, it also perfectly shows the product in magazine style, and open style typesetting gives the reader a good memory of the beautiful sexy lingerie. As a promotion of the publication, it includes discount vouchers as well in order to increase the circulation and the sales of La
The real success beyond LV is about segmenting its unique products. According to the “Louis Vuitton and the diamond model” figure 16 the importance of the products are displayed in a diamond figure. This categorization approach about LV’s products not only segment its unique products but also is an example of how a globally well known successful brand achieve its mission in the luxury market.According to the figure 17 above, the potential contribution of the Asian consumers to the fashion leather goods category provided a different age for the brand (LVMH 2012 a: 11). It is important to highlight that Asia as a geographic region has the potential to support the growth of the revenues of the brand. Moreover, Japan is a unique country other than Asia because Japan makes 3.107 M € revenue by itself except from Asia which makes 7,895 M € revenue LVMH (2013d).According to the figure 18 above, the company shares for the the bags and luggage categories retail value is in an increasing trend according to the years between 2008-2012. This shows that there is still a demand potential for the products in this category despite the increase of prices on early basis. (Euromonitor International 2013 e).According to the figure 19 above, it is important for Louis Vuitton to be in a growing trend approximately every year. On the otherhand, it’s growing trend will help to realize it’s own paticular position compared to the luxury sector. (Interbrand 2013c).The revenue by business group growth percentages are different for 2011and 2012 compared to H1 2012 AND H1 2013 for LVMH group.Especially for “fashion leather goods” the 2011 and 2012 was more profitable compared to 2012 to 2013. What is common among the business categories is that the most re...
Goal #1: Increase domestic attendance Objective #1: Have an above average attendance at every “Titans of Their Campaigns” game (e.g. “Jersey Giveaway Game,” “Are You Better Than an Angels’ Player? Contest”). Market Penetration: To achieve this objective, we believe that the Angels should market primarily to the fans they already have, as current are the easiest and most cost-effective to retain. And by using advertisements and promotional campaigns, the Angels can penetrate the market and target existing customers with things they already enjoy, thus, helping solidify the backbone of their market. Implementation:
Distribution channels for when, how and where an organisation’s products are distributed to their consumers. [REFERENCE] The organisation needs to carefully place where they want to distribute their products. For instance, they may have an expensive handbag, so they it would make sense to place it in upmarket department stores and boutiques so that the product is seen as being more exclusive and it also makes it more difficult to obtain if they aren’t available everywhere. [REF] However, if the product is seen as too difficult to obtain, it could affect the overall opinion of the product, which could result in less sales as consumers in developing countries would not consider it a necessary purchase so may choose to go without it.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Marketing Strategy A. Product 1. The one the key attributes of the Jaguars relocating to London that make it a value for consumers is the act of the relocation itself. The relocation of of the Jags would create a certain buzz around the city of London that would make even the casual fan intrigued. Another key attribute that has value for consumers is the recent success of the team. Like any product, the more successful it is, the more people will want to consume it.
Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.
Miuccia Prada once said that “What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language”. Miuccia Prada and the Prada brand have grown from humble beginnings making quality leather goods to a public traded company with a current market capitalization of over $26 billion (USD) . With the development of Prada as one of the world’s premier luxury brands it provides an excellent case study to examine how strategy paved the way for the success of the Prada brand. First, an examination of Prada’s strategic positioning against luxury brand rivals Louis Vuitton Hennessey Moet (LVHM) and Kering (Gucci). The acquisition history of Prada will be reviewed, where some preliminary conclusions can be made about what has been contributing factors to both the successes and failures. Then finally, an evaluation of what the future holds for Prada and the sustainability of its competitive advantage.
Coca-Cola was founded 125 years ago and has dominated the non-alcoholic beverage industry for a significant amount of time. It currently leads the industry in market share at around 40% and 1.9 billion servings are consumed each day around the world (Business Insider). The company is mainly known for their carbonated soft drinks, but they own around 500 brands of soft drinks, juices, bottled waters, sports drinks, and other types of drinks. Coca-Cola has a total of 17 brands that have individual revenues of over $1 billion including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries across the world and can be enjoyed by all types of people; however, they are targeting
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
The market approach related to the exploration of Jeff Malott’s buying Smitty's Lil Haulers seems to be quite interesting. The market approach basically relates to the instance through which the business tends to witness and assess the marketability of its opportunities. In simpler words; the market approach tends to connect the business practically to the market. The business of Smitty's Lil Haulers basically reveals the importance of toy manufacturers and thus the basic target market of the business is related to children. However; the business also needs to focus over the spending capabilities of the parents in order to become able to purchase the toy wagon wheels.
All humans are exposed to branding and marketing on a daily basis. Commercials, internet ads, t-shirts, television shows. In today’s fast moving society, we’re constantly bombarded by the marketing and branding practices of businesses. As a new business owner, it can be daunting to step from being the observer to a creator of marketing and branding.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
The main topic for this Extended Essay is to analyze the effectiveness of company’s market strategy. A marketing strategy can be defined as a process that helps a business to optimize the opportunities in order to complete business objectives, which mainly gain profits. It includes all basic and long-term field activities of marketing that deal with the analyzing of initial strategy, evaluation of the strategy, and making of a new strategy if the initial strategy is found to be ineffective or even might cause loss. (Homburg, Kuester and Krohmer 2009) To make sure the effectiveness of marketing strategy, its crucial to establish the right marketing mix which cover all the element needed in marketing a product. (Clark, et al. 2009)
What is strategic management? In this study we will view what a manager’s role is and the development of strategic management has an affect on their companies performance. We will examine strategic management, what the benefits and problems are when utilizing strategic management, and how to implement strategic management in the company.