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Product Launch Strategy ‘2017‘JANTI
Dublin, 14.12.2016
Julian Pfeiffer
Strategic Marketing ManagementDr Michael J. Maguire
Andreas Kentrup
AntonioCaruso
IolandaPortela
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Agenda
Structure
1.Corporate Information 2.Product 3.Market Cultivation 4.Market Segmentation & Positioning 5.Target Group 6.Customer Analysis 7.Channel Management 8.Price Management 9.Service Management 10.Brand Management 11.Marketing Communication 12.Marketing Strategy
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Corporate InformationOverview of JANTI Ltd.
JANTI Ltd. is an established company
that manufactures and sells fashionable
sportswear products in Ireland and the U.K
https://goo.gl/U3H6wy
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Corporate InformationCompany Values
Company Values
JANTI Ltd.
Commitment to people.
JANTI Ltd. strives to provide
customers with high quality innovative
sportswear coupled with a service that facilitates an
exceptional customer experience.
JANTI Ltd. aims to become the leader in the Irish running shoe
Market in the next 10 years.
Mission Statement Vision Statement Core ValuesI II III
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ProductGeneral Information
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Product Unique Selling Point
Market Cultivation
Competive Strategy
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Target ScopeAdvantage
Low CostProduct
Uniqueness
Broad
Narrow
Cost Leadership Strategy
Differentiation Strategy
Focus Strategy Focus Strategy
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2
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Market Segmentation & Positioning -
Running Shoes Market - JANTI
Market Segmentation Topics Corporate Positioning
Competition Forces Evaluation
x
Competition Landscape
x
USP:- Use- Modish- Price- ...
StandardCheaper; Normal
Quality
PremiumExpensive; High-Quality
- +
Premium-Running-
Shoe Segment
Topics Description
Geographical Irland; PoS; Distribution
Socio-Demographical Unisex; 15-60 Years; All situation
Psychographic Healthy; Digital
Behaviour Life Style; Spend money
Relative competition advantage
Indu
stry
attr
ativi
ness
Low Medium High
Low
Med
ium
High
Suppliers
Buyers
Threatsof
SubsitutesNew
Entrances
IndustryCompetition
TARGET GROUP -
JANTI´S DEFINITION OF OUR CUSTOMERS
Connected
Active
Healthy
Outgoing
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3
2
1
SPEED CUSTOMERS
Source “The target group”based on: Funk et al., 2016)
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Customer AnalysisGeneral Information
Improvement of the Irish Economy
Leads consumers towards more normal purchase behaviour with a high
level of impulse and non-essential spending
healthy lifestyles are increasing, where Irish people are becoming
more engaged with sports activities and more active
with running.
Source: Euromonitor 2015( Own Graph)
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Customer Analysis Practice of sports activities in Ireland
72.5% in the sample of 5,101 people in Ireland are physically active
Source: Practice of sports activities in Ireland (Source: Central Statistics Office, own chart).
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Customer AnalysisCustomer Sport Decision Making Process
Source: Sports consumer decision-making sequence (Funk at el. 2016, pg. 7)
Customer Sport Decision Making Process
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Channel Management -
Omni-Channel driven Business
Scaleable Planing
Real-Time adjustements
Customers & Business
centred
Customer / Supplier
analytic
360°Integrated
Management
I
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‘Outpacing‘Approach
Offline + OnlineConnection
IIConcentrated Cutomer
TouchpointAssesment
III
Channel Hopping
Market orientation
Customer-Journey driven
Buying-Process: Click-
and-Bricks (Click &
Reserve, ROPO, etc.)
Exactly evaluation of all
touchpoints
Data driven Customer-
Touchpoint management
Connection of Sales and
Marketing
Customer Expirience /+⇗
Costs / -⇙
Revenue /+⇗
Leve
rs
Omni-Channel StrategyMarketing & Distribution Channels:
JANTI
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Price Management -
Price Identification
Conjoint-Analysis
Productpacage II
Product + App (for free)
Right of Return: 100 days
119,90€
1. Dimension
2. Dimension
3. Dimension
BeP: 71%Profit: ??
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Price Management -
Price Development
Price Strategy Price Model Price Niveau Price Implementation
KPI conformal (Revenue, EBITDA, BaP, etc.)
Positioning-, Target-Group- & Strategy fit
Premium price segment Differentiation to low-
cost player
Dimension: Product Metric: Unit (€/U)
Place: Ireland Time: Continuous price
(Sale-Actions) Interest: High
-> Consumer- Analysis
Value-Selling: USP’s + Marketing
Distributor-Controlling & Tracking
Integrated customer
PenetrationStrategy
Market-Orientated Price Politic
Price-Readiness=Siphon off
Digital Approach
Pric
e-Pr
oces
Sales-FunnelPrice-2-Market
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Service Marketing –
Service Map for JANTI´s Smart Connected Product
Source: own illustration
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Service Marketing -
Service Quality Framework
JANTI´s Service Quality
Service Quality Customer Satisfaction Customer Loyality
Reliability: Provide service as promised, right and in time
Responsiveness: Keep customers informed and respond prompt to requests
Assurance: Knowledge of skilled employees
Empathy: Individual attention to customers
Tangibles: Physical facilities and equipment
Situational Factors
Personal Factors
Source: own illustration
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Customer Relationship Management –
JANTI´s Customer Decision and Service Journey
Initial consider-ation
Moment of purchase
Loyalty Loop
Active evaluation
Postpurchase experience4
1
2
3
Explore
Disc
over
Buy
Engage Ask Use
Support Systems: Information Technology, Analytical Capabilities, Marketing Data, Marketing Knowledge
Customer ServiceCRM System
Online/Offline Community
Brand representativesSocial media interactionsCommunity members
Customer brand consideration
1
Trigger Point
Big Data Driven Business
Source: Customer Decision Journey (own illustration based on Court et al., 2009)
Customer brand and need evaluation
2
3Customer brand selection at Point of sale
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Customer expectations based on experiences for the next decision journey
Brand Management -
The Branding Process of JANTI Speed
Speed awareness : Online-offline touchpoints
Brand narrative: Customers reviews
Brand creativity: ” If the shoe fits…”
Brand interest: Measure and track the search volume
Brand equity: final effect of the brand name in cognitive psychology of consumers
Source: “The brand management process” based on: Dahlen et al., 2010)
Marketing Communication -
The Integrated Marketing Communication Plan
O
NLI
NE
Communication objectives
OFF
LIN
E
• Build trust• Arouse emotion
and interaction
• Create awareness and salience
• Shape brand personality
• WTP
Need of running shoes & brand acknowledgement
• Commitment• Advocacy• loyalty
Stages of Customer decision journey
Communication channels
Marketing Strategy –
Strategy Process JANTI Speed Launch 2017
Consumer Behaviour
PremiumPlayer
Running-ShoeSegment Smart
Product
Integrated
IntenseGrowth
Strategy Premises
WellBusiness
Power
High Reputation
Opportunities &
Capabilities
Basedon
Innovation
Strategic Objectives
IntegratedGrowth
Target Market&
Brand Positioning
MarketingObjectives
TargetGroup
Conform
ConsumerAwareness
Marketing Levers
Prommotion
Place
Price
People
Product
Process
Tactics
Strategic Programme
Trend Developing – Brand + Life Style
Market Penetration – Push Marketing
Differentiation to the Competition- Communicate USP’S
Data driven Activities - CRMI
II
III
IV
Stra
tegy
Pac
kage
s
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Thanks for Your attention!Faaantaaaastic!!!Q&A
Dublin, 14.12.2016
Strategic Marketing ManagementDr Michael J. Maguire
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BACKUP
Market Research Survey–
Survey Results
Key Findings
I
II
III
IV
Evidence for market potential for a smart a connected running shoe
Interest in measuring and sharing training data
High Interest in comfortable and functional running shoes
Higher motivation through social aspects and common goal setting
Survey Design
Method:
Personal survey with printed questionnaires
Participants:
42 People
Location:
Dublin, Ireland
Demographics:
19-58 years
Gender:
45% males
55% females