Презентация perent Rose section 1

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 • 4 Ps • 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 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 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

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