Promotion of the products will take place in different ways and through different channels and means. First one is Internet. In the different social chains like facebook (worldwide social chain) and studiverzeichnis (German social chain) artificial pages will be created. These web pages will look like pages of normal people. On the main photo will be women in the Walenki Filz production. These “web – people” will invite people to visit their pages where everyone can see reference to the website of the company.
The second type of promotion will be BTL actions. They will include fashion shows close to the point of sales, the stores. Models will walk near the stores wearing Walenki Filz product. They will invite people to visit store and demonstrate different products.
The promotion plan will be discussed further in advertising contest section.
The starting point of product GRID-analysis was an introduction (repetition) of “WF” Marketing Mix, which was intended to create a clear understanding of product, distribution, pricing and promotional tools of a company’s strategy.
The second part of GRID-analysis provided PEST-analysis of the external environment for the organization. The results were represented in a consistent manner:
After that we compiled Marketing Mix with PEST-analysis and worked out the GRID, which can be depicted in this way:
The white points depict no significant connection between both factors, while the red ones depict the presence of the connection between the factors.
The fist correlation that we have found was “Economic-Price”. This correlation is quite obvious. The fact that the GDP growth in Germany averaged 1.4% during the seven year period 2000–08, which is significantly lower than the growth rate of 1.9% per annum achieved during 1990–99 and the recession period cause the lower pricing rate that the competitors have. We assume that our direct competitor is “Uggs” firm that can be characterized as an upper-market participant. So “WF” product line is cheaper than one of “Uggs”.
The next correlation found between Social factors and the product can be explained by overall trends among young German people. The information was taken from Euromonitor International report and can be described in further points:
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