Презентация perent Rose section 1

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A Rose by Any Other Name Tokhtar Jambayeva Aigerim 20102334 Maxat Madi Alibek Saltanat A Rose by Any Other Name Tokhtar Jambayeva Aigerim 20102334 Maxat Madi Alibek Saltanat

Outline:  • Decision tree • Brand identity • Segmentation strategy • Target market groups •Outline: • Decision tree • Brand identity • Segmentation strategy • Target market groups • Differentiation strategy • Positioning strategy • 4 Ps • Conclusion

Decision tree Retailer’s Brand FAILURE Dependance Stable revenue SUCCESS  Decision tree Retailer’s Brand FAILURE Dependance Stable revenue SUCCESS

OWN BRAND Control all process Independence More potential clients Price 6 -7 higher Competitors OWN BRAND Control all process Independence More potential clients Price 6 -7% higher Competitors

Brand Logo: Brand Logo:

Brand name: ROSE Slogan: “Save your Time” Type of Brand Name: based on people Launch Campaign:Brand name: ROSE Slogan: “Save your Time” Type of Brand Name: based on people Launch Campaign: to participate in funfairs, and in governmental, state holidays.

Market segmentations Demographic Segmentation • Age: Youth Adults Retirees • Gender: Male, Female • Income: AnyMarket segmentations Demographic Segmentation • Age: Youth Adults Retirees • Gender: Male, Female • Income: Any Income • Family Lifecycle: Married with children Single Geographic Segmentation • Countries: USA Europe UK Behavioral Segmentation • Occasions: holiday and events that stimulate purchases (birthday, annual event, wedding)

Differentiation Dimensions • Product • Service • Image Differentiation Dimensions • Product • Service • Image

Product • Reliability (quality) • Conformance (for celebration or for daily use) • Style (classical, modern,Product • Reliability (quality) • Conformance (for celebration or for daily use) • Style (classical, modern, fantastic) • Design (for kids –with animation)

Service • Home delivery • Online buying Service • Home delivery • Online buying

Image • Symbols • Written and audiovisual media • Events organized or sponsored by the companyImage • Symbols • Written and audiovisual media • Events organized or sponsored by the company

Positioning strategy • Positioning by price – NO Our product not price competitive, because of ownPositioning strategy • Positioning by price – NO Our product not price competitive, because of own brand (6 -7% higher) • Positioning by Attribute Rose provide different lines of product for party and for everyday use

Positioning map High price Party everyday use Design and quality Low price Positioning map High price Party everyday use Design and quality Low price

4 Ps • Product :  • Party ware and party goods • Price : 4 Ps • Product : • Party ware and party goods • Price : • Slightly higher than competitors’ price (6 to 7%) • Place : • Party stores, retail stores and drugstore chains • Promotion : • Modern magazines, Web site and TV commercial




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