A Rose by Any Other Name Tokhtar Jambayeva

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

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

Decision tree Retailer’s Brand FAILURE Dependance Stable revenue SUCCESS

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

Brand Logo:

Brand 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: Any Income Family Lifecycle: Married 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

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

Service Home delivery Online buying

Image 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 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

4Ps 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