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Wincote's marketing strategy of Jacket
- 1. Stage 1: Basic Information Stage 2: Current Situation Stage 3: New Marketting Strategy
- 2. What Company are we talking about? Wincode International Company Where is its base? In Colorado Who were the target customers? Mountaineers, hikers, snowboarders and anyone participating in extreme sports and outdoor activities Hows was the companys sales? The boots sold well, but the jacket fell below its sales target How is the customer awareness? Its low
- 3. Previous marketting of the jackets Product - The two- layer jackets. - Only two size: Medium and Large - Unit Material. - Only two colours: Black and Red. Price - 110$ for both mens jacket and womens jacket Promotion - Magazines - Newspapers - Poster - Exhibition - Slogan: 束 A jacket for all seasons損 Place - Outdoor- product stores - Sport-goods outlets - Upmarket department stores
- 4. Customers Feedbacks Good for cold weather but not good for summer. Doesnt fit well; warm in winter but not fashionable. Zipper is awful, hood difficult to fold. Hard to find and buy products Delivery slow. Not proactively contact customers.
- 5. CHARTS Comparison of the price of wincode XWS with four other top selling outdoor jackets Maket share of outdoor jacket brands
- 7. PRODUCT More Sizes - Two sizes => Three sizes ( small, medium and large ) More Colours - Only black for men => Four colours: blue, Green, black, gray. - Only black and red for women => Six colours: blue, yellow, black, red, orange, purple and pink.
- 8. PRODUCT Convinient Design - 14 pockets => 4 pockets. - Two layers are separated by zipper, in the summer customer canpull out the zipper separated to remove the warm liner inside. - Replace the quality zipper type. - Hood can be disassembled when customer neednt use.
- 9. PRICE 110$ for both Womens Jacket and Mens Jacket - 110$ for black, blue, green Mens jacket. - 119$ for gray Mens jacket. - 110$ for black, red, yellow, orange and blue Womens jacket. - 119$ for purple and pink Womens jacket.
- 10. PROMOTION - Actively reach customers. - Emotional advertisement. - More gift and discount. - Chages the slogan - 束 A jacket for all reason 損 => 束 A jacket for winter adventure 損 - Expand on Tv and made wedsite, fanpage, channel on social network ( Facebook, twitter, youtube ... ) - Gift policy for loyal customers ( Gift on birthday party, Discount on subsequent purchases, Value gifts when introducing new customers,...) - Sponsor for sporting event, Charity for sporting talent development funds. - The attractive warranty policy. - Buy 1 get 1 for the first 100 customers. - Discout 20% after the 束1 get 1損 event.
- 11. PLACE - Easy to find and buy the products when they have demanding. - Building the attractive and professional stores or shops to improve the reputation for brand . - Fashion Store in attractive place on crowded street. - Fashion Shop in famous trade center. - Building the online booth on e comerce platforms. - Building fanpage and chanel on social network to sell and give usefull information to customers.