krainaksiazek value based marketing strategy 20051626

- znaleziono 27 produktów w 4 sklepach

Value-Based Marketing Strategy - 2843294078

228,93 zł

Value-Based Marketing Strategy Vernon Press

Książki / Literatura obcojęzyczna

This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: . How the forces of supply and demand interact with customer Value; . The relationships between benefits, quantities, prices and costs; . How to develop effective competitive strategies; . How to manage inventory and product mix efficiently; . How to apply the Value model to increase profitability, and solve major marketing problems. The book sets forth several new approaches for marketing and pricing decision-making: . The concept of Value integrates marketing, finance, economics and accounting, in order to link Value-based pricing with relationship marketing. . The law of supply and demand is restated with quantity as a function of Value instead of price; this makes it a more realistic and practical tool for understanding todayżs highly todayżs highly competitive business environment. . The confrontation and complementation concepts provide useful tools for guiding marketers into new segments, and pricing products accordingly. They play a key role for devising win-win strategies, not only with customers, but also with competitors. . The Value Matrix is a practical tool for understanding the productżs positioning, analyzing its competition, setting prices and developing strategy. It aims at achieving an optimal balance between customer loyalty and product mix profitability. . The Value Life Cycle illustrates how Value acts as a force that constantly changes revenue, providing insight for developing strategies in each phase of the productżs life cycle. . Analogies with physics illustrate how policy constraints create resistance to sales velocity, thereby determining the rate at which a firm advances towards its financial and marketing goals. . The strategy for pricing business services applies Value to balance supply with demand; this leads to increased revenue. . The marketing approach set forth unifies product portfolio and inventory management with Value-based pricing for maximizing income. Clear explanations and accessible language make this book ideal for marketing professionals and non-specialists. Advanced readers may refer to the appendices, where the subjects are analyzed further and the mathematical foundations are laid out; numerous solved problems of pricing and costs are included.

Sklep: Libristo.pl

Marketing strategy Report - Bionade GmbH - 2826892174

182,81 zł

Marketing strategy Report - Bionade GmbH GRIN Verlag

Książki / Literatura obcojęzyczna

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: -, Edinburgh Napier University, Sprache: Deutsch, Abstract: This report shows the marketing strategy plan for the next 5 years for the beverage company Bionade GmbH. It is based on an external and internal marketing audit of this organisation (appendix). The product performed well. Sales rates increased about 350% over the last years. They did not do any big marketing campaigns. To achieve the planned sales forecast over the next year and to protect the current market leader ship in the segment of healthy functional drinks, a marketing mix will be established. The current external environmental forces are mainly support the organisation s business. Changed consumer patterns regarding a higher consumption of healthy food, as well as the faster lifestyle and the bad image of global companies in the group of younger adults are the main reasons for the increased sales of Bionade. The brand is characterised as unique, innovative, healthy, value added, credible, social and green . The marketing strategy is based on a mass market penetration strategy in the domestic market and a new market entry strategy in the international markets. The main objective is to keep the current competitor advantages of the unique product in hole. The main task for future is to increase brand awareness and sales by marketing communication and the development of the product line. Additionally in future the current distribution strategy in cooperation with the distribution company of Coca Cola Company will be used to get into all traditional retail channels in the domestic and the international markets. In a long time view own sales offices should be open in the main markets to organise distribution, marketing and communication in these countries. The price in the domestic market will increase up to a compared price level of classical soft drinks. Bioande has the chance to be a mass product by a high level of quality. But the differentiation is not done by the price. The transfer in the international markets will be follow a clear and credibility branding strategy.

Sklep: Libristo.pl

International Marketing Strategy - 2836099050

378,07 zł

International Marketing Strategy PEARSON

Książki / Literatura obcojęzyczna

International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today's competitive business environment. The book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm. The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based. The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.

Sklep: Libristo.pl

The Impact of Technology on Marketing Strategy - 2827007536

121,77 zł

The Impact of Technology on Marketing Strategy GRIN Verlag

Książki / Literatura obcojęzyczna

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: A (80 percent), Teesside Business School - University of Teesside (Teesside Business School), 52 entries in the bibliography, language: English, abstract: According to O Conner (1998), the impact of technology on marketing is dramatic. The industrial countries of today represent a growing information society which is based on technology. For an organisation information is the most precious of modern corporate resources and its exploitation the key to competitive survival, the spotlight falls on marketing (Mazur, 1994). To gather, handle and analyse the high amount of information, companies rely on technology. 1.5 billion pounds are invested on marketing related IT applications just in the UK (Leverick, 1998), which makes 15 percent of the total amount spent on IT, and this percentage is still increasing. The aim of this paper is to evaluate the impact of all potential technologies on the marketing strategy, using a variety of industry and organisational examples, and addressing the implications and potentials for the future.Therefore, it is necessary to firstly consider the range of current and potential future technologies that may or can be utilised in the company s marketing function. Examples of how real companies use this technology need to be provided and appropriate legal issues have to be discussed. Finally, possible technologies for the fictitious Business Technology PLC s marketing function are suggested including a financial plan.A wide range of technologies could be identified including hardware, software and communication technology. It could be shown that technology has a strong impact on the marketing strategy in terms of collect, handle, interchange, communicate, analyse, personalise and customise information, leading to cost reductions, more effective marketing procedures and improved customer satisfaction. The paper shows the technology-driven changes regarding the marketing mix. The use of technology by marketers is regulated by the national Data Protection Act and European laws.Finally, it is suggested that Business Technology PLC requires an internet presence, a database and a multimedia presentation of its products as a first step to increase sales, estimated set-up cost are approximately 5,500 pounds.

Sklep: Libristo.pl

Account Based Marketing for Dummies - 2834692038

111,65 zł

Account Based Marketing for Dummies John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

Grow your account list with an effective account-based marketing strategy§§Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.§§This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.§Align your sales and marketing teams for greater success in your ABM efforts§Analyze data to identify key accounts§Target your messages for real-time interaction§Integrate your campaign with marketing automation software§§If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered!

Sklep: Libristo.pl

Hispanic Marketing - 2212825950

147,60 zł

Hispanic Marketing Butterworth Heinemann

Biznes

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors

Sklep: Albertus.pl

New Rules of Green Marketing - 2826645848

99,54 zł

New Rules of Green Marketing Casemate

Książki / Literatura obcojęzyczna

For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits - the new rules - is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: * How to use a proactive approach to sustainability to spur innovation * How to frame environment-related benefits with relevance to mainstream brands * How to communicate with credibility and impact - and avoid "greenwashing" * How to team up with stakeholders to maximize outreach to consumers * How to use a life cycle orientation to ensure the integrity of one's offerings * How to best take advantage of recent technological advances in social media Drawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.

Sklep: Libristo.pl

Mobile Marketing - 2826752615

135,53 zł

Mobile Marketing Wiley

Książki / Literatura obcojęzyczna

A step-by-step guide to successful mobile marketing strategies§Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.§Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.§Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy§Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day§Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals§Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting§Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.

Sklep: Libristo.pl

Intercultural Competence - The Key to Successful International Marketing - 2826749885

315,03 zł

Intercultural Competence - The Key to Successful International Marketing GRIN Verlag

Książki / Literatura obcojęzyczna

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, comment: ITMC method may be implemented in intercultural development within the areas of international marketing, human resource management and organizational development. Enlarged ITMC method presents an innovation in the field of intercultural communication training. Additionally, many parts of the dissertation thesis based on synthesis are reflecting and reminding the monographies oriented on selected areas of international management, cross-cultural marketing and intercultural communication and can be used as a relevant source of knowledge in particular fields., abstract: In today's globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbügel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business's success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product's profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation.§However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training - the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements.§§Monika V. Kronbügel is an expert on the subject of international marketing as well as on working with such a diversity approach. She has collected valuable experience in international business development for many years and is now managing her own internationally oriented company dealing with organizational & people development.§§Key words: marketing, culture, international marketing, intercultural marketing, cross-cultural, intercultural, management, global marketing, globalization, leadership, diversity, mentality, behavior, attitude, communication, training, learnings, ITMC

Sklep: Libristo.pl

Marketing and management of the intensive common eland breeding - 2834698671

144,16 zł

Marketing and management of the intensive common eland breeding LAP Lambert Academic Publishing

Książki / Literatura obcojęzyczna

The objective of this study is to propose a marketing strategy for the antelope meat, fulfillment of which will result in acquiring additional financial resources for maintaining the farming and for supporting research activities. The character of the main product is accompanied by various sales barriers (strong legislature, perishable product). The recommended marketing instrument is: personal sale and customer care with individual approach. Based on the determined price of substitutes, the sale price of antelope meat was suggested. The expected as well as the already executed sales represent a motivation for the future. The study will contribute to a maximal utilization of resources of the organization.

Sklep: Libristo.pl

An Approach to Enhancing the Success of Material Innovation through Value Chain Partner Integration - 2841439995

229,26 zł

An Approach to Enhancing the Success of Material Innovation through Value Chain Partner Integration Fraunhofer Verlag

Książki / Literatura obcojęzyczna

One of the most innovative branches is material engineering or material science. So it is astounding that constantly over time studies show that the majority of product innovations in material engineering are an economic failure in the market place, even if they have been technically advanced according to function and featured characteristics. Against it is shown that the success of material innovations can be increased through a collaboration between material producer and downstream player in the value chain. In order to do so, a framework to conceptualize technology- pull effect is developed based on insights from various disciplines like innovation management, marketing and consumer behaviour studies. The outcome shows that a joint innovation strategy can be the key to reducing the failure rate of material innovations. Therewith this study contributes to innovation management research, as well as to practical management.

Sklep: Libristo.pl

Managing the New Customer Relationship - 2826837956

145,65 zł

Managing the New Customer Relationship Wiley

Książki / Literatura obcojęzyczna

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP "Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager." -- William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA "A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies." -- Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA "The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value." -- Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany "There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships." -- Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship--an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results. The new customer relationship requires that even those companies that have embraced customer relationship management ought to reassess their customer management. Now every marketing decision, whether online or in the physical world, whether of a technological nature, whether it affects customer experience, communications, dialogs, teaching or organizational memory, every decision should be seen through a single lens focused on the individual customers who matter most. Managing the New Customer Relationship provides a strategic and practical guide to help companies attract, develop, sustain and build more valuable relationships by: Expanding upon existing customer relationship management theories, concepts and methods to make these considerations more useful, strategic and contemporary Recognizing the profound importance of social media and how to plan customer engagement in the social context of each customer Exploring new technologies that offer new opportunities for engaging customers, including mobile, local, the cloud and customer analytics Demonstrating how to develop customer-specific understanding, predict what customers will want next, and how to manage each individual customer, and Offering perspectives to help the organization endure by focusing a chain of relationships on the end customer and creating meaning for stakeholders that can make relationships more intense and robust. Managing the New Customer Relationship is for organizations of all sizes in all industries, for private- and public-sector organizations and not-for-profits. In short, every organization can apply the new principles, strategies, techniques and technologies discussed here to recognize important marketplace changes, plan to improve relationship and financial results and capture new shareholder value from new customer relationships.

Sklep: Libristo.pl

Copy Copy Copy: The art of pattern booking and cha nging mas - 2834687577

139,52 zł

Copy Copy Copy: The art of pattern booking and cha nging mas Wiley

Książki / Literatura obcojęzyczna

100 pick-up-and-use marketing strategy templates-get copying! Copy, Copy, Copy is a big, bright volume of templates designed to help marketers and managers more efficiently change human behaviour through social influence. Based on the argument that copying is human nature and innovation isn't always the best goal, this book offers one hundred actual pick-up-and-use marketing plan templates specific to various scenarios. It's like a recipe book for human behaviour. Each strategy is illustrated by an example in marketing or contemporary pop culture from around the world and across different platforms, demonstrating the successful application of the techniques described. Copying helps humans navigate the world. From user reviews and bestseller lists to baby names and fashion trends, human beings are a social species that rely on one another to make sense of the bewildering array of choices that confront us every day. Copy, Copy, Copy describes how marketers can take advantage of this tendency to steer consumer behaviour and desires toward a strategic goal. Learn how much consumers copy each other and how you can utilize that for effective marketing campaigns Using case studies and examples of successful campaigns-each relating to a different behaviour Ready-made templates for more efficient strategy and planning More than just a book of behavioural theory, this guide invites you to do what the title says-copy, copy, copy. Expertly designed templates eliminate the need to build a brand new strategy from the ground up, allowing the efficient creation of a deployment-ready campaign. For marketers and managers looking to stay in front of the herd, Copy, Copy, Copy is the highly practical guide for changing mass behaviour.

Sklep: Libristo.pl

30 Ways to Turn Your Craft Into Cash - 2842081562

73,16 zł

30 Ways to Turn Your Craft Into Cash Craft Into Cash

Książki / Literatura obcojęzyczna

Creating a Successful Craft Business involves strategy. Gone are the days where you can make your products, set up a market stall, sell your crafts and make money. The problem is there is too much competition from mass produced products. You need to find new ways of packaging your craft skills and passion into profitable products that don't involve long hours making items only to earn a minimal return. Or maybe you already have an online craft business, but it isn't generated the income you would like. I guarantee you, there are more profitable ways to leverage your craft skills and passion they what you are currently doing. 30 Ways to Turn Your Craft into Cash goes through 30 Strategies to find and develop a successful product for your Craft Business. If you are going to put energy into building your craft business, you want to make sure you have the right product. This book explores new and exciting ways to leverage your craft skills and passion beyond just making handmade items to sell. Every crafter has skills and knowledge they can share with others - they just need to know how to sell it. In this book you will discover new and exciting ways to Turn Your Craft into Cash. You will be able to create a Handmade Business that will allow you to make money from home. In this book you will learn: New ways to sell your handmade items and reach more buyers. How to package your craft skills, experience and passion into lucrative digital products that you can sell over and over again. How to position yourself as an expert so customers will pay more for your items. How to package other peoples' knowledge and experience into products that can make money for you. The book is broken into three sections. The first covers 12 different strategies for selling your Handmade items and includes links to the most lucrative online stores for marketing your products. The second section discusses 12 traditional and digital ways to package your knowledge and expertise into lucrative products. This section alone will revolutionise the way you look at your craft business and inspire you to create new money making products. And the third section covers 6 ways to make money from your craft passion, even if you're a novice crafter by leveraging the expertise and knowledge of other crafters. Over half the strategies covered in the book harness the power of the Internet and show you how to merge your craft skills and passion into profitable digital products that you can sell over and over with little ongoing effort from yourself. You will learn how to go from Sweat Shop to Ongoing Recurring Passive Income, in an Industry that you love. Many of these strategies are used outside of the craft industry to make millions of dollars. Now it is time to leverage these strategies in the Craft Business arena to create successful and profitable businesses based on more than just making and selling handmade items. Each strategy covers the upsides and downsides to implementing the strategy along with tips on getting started on each strategy. If you're tired of spending long hours at the dining room table making products you sell for minimal profit then this book if for you. Be prepared to change the way you look at your craft skills and passion. Be open to developing a new route for your craft business, then you will finally get paid, what you are truly worth, as a craftsperson. So grab your copy of 30 Ways to Turn Your Craft into Cash to get started creating your Successful Craft Business. BONUS Watch free a free video tutorial and download the free worksheets to create your very own 90-day fast track action plan to get your Craft Business making you money. All the details on the inside.

Sklep: Libristo.pl

Integrated Communication Plan - for the UK Mobile Phone Market - 2826945809

304,91 zł

Integrated Communication Plan - for the UK Mobile Phone Market GRIN Verlag

Książki / Literatura obcojęzyczna

Document from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: A (83 percent), Teesside Business School - University of Teesside, course: Integrated Marketing Communication, 32 entries in the bibliography, language: English, abstract: This report outlines a new IMC strategy for the Siemens Mobile brand, which, despite being a well recognised brand, has yet to make a strong impact within the 16-24 year old age group. It also contains an in depth analysis of the target market, and as well as a breakdown of the current position and image of Siemens Mobile.The target market for this segment has many unique attributes, which make it unusual, but one which is potential very profitable. The 16-24 year old group is very fashionable, sociable, and concerned with social acceptance, but at the same time wishing to display a degree of individualism . Siemens mobile is currently has an image of a focused, efficient, technologically advanced company with a reputation for quality engineering. They are currently positioned towards the older business class clients, who value quality and engineering excellence. In order to appeal to the 16-24 year old market, a re-branding and re-positioning of the Siemens Mobile brand will need to occur. A new, fun, trendy, fashionable, energetic, and youthful brand of Sie Mobile (pronounced see-mobile ) will be introduced which will appeal to younger people. This new brand will be closely correlated to the attitudes and values identified within the 16-24 age group. Sie Mobile will be introduced in several stages, based on the customer s buying process (Holder and Watson pyramid model; IDM, 2004). It will utilise both established and new marketing techniques including television, radio, magazine, internet, SMS, and billboard campaigns. This strategy will emphasise the fun, fashionable, and technological features of the brand, and will cost approximately Pds. 8,750,000 to launch.

Sklep: Libristo.pl

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