Marketing Practice

1.

Marketing Practice
presentation
Anatolii Tkachenko
Company «EastWest»

2.

Strategic plan
The main objectives:
1. Getting stable profit.
2. Obtaining high market share.
3. Propose eco-friendly product to my customers.

3.

Strategic plan
The target market: «University Students».
Advantages of this target market:
1. Size of this segment = 24% and = 2nd place
among other segments.
2. High growth rate = 5%.
3. 1st place in purchase frequency.

4.

Strategic plan
Product:
Backpack is made of eco-friendly material, has
increasing capacity, and has features - «Solar
Device», «Univercity Logo».
Place:
1. «Direct Sales».
2. «University Store».
3. «Online Discount retailer».

5.

Strategic plan
Price:
1. Should be affordable for target audience.
2. Should be competitive.
Promotion:
«Internet: social media».
«Radio: Top 40».
«TV: National Network».

6.

Decisions made
Reasons for making decisions:
1. Searching the best combination of the
marketing mix elements.
2. Adjustments accordingly to market changes.
3. Reaction to competitors actions.

7.

Decisions made
Product:
1. Changed its form from «Square» to «Rounded
top». It saved me 7$ = 20% of cost.
2. Removed «University Logo», and add «Water
bottle». It saved me 5.5$ = 18% of cost.
3. Recolored the product from «Black» to «Tan»

8.

Decisions made
Price:
1. Changed price in accordance with product
features combinations in the range from $59 to
69$.
2. Changed price in respond to competitors
prices in the range from $60 to $65.

9.

Decisions made
Promotion:
1. Positioning:
Maximum influence on my target group.
Additional influence on segments that also
interested in my product.
2. Media Campaign channels:
Demographic Reach.
Rate.

10.

Decisions made
Promotion:
1.Used positioning messages: «Funky»,
«Fashionable», «Eco Friendly», «Great Value».
2.Used Media Campaign channels:
Print - «Comic Book», «Fashion Magazine».
Internet - «Social Media», «Gaming Site»,
«Celebrity Gossip Blog».
Radio: «Top 40».

11.

Decisions made
Place:
Intensive distribution.
Used channels: «University Store», «Online
Discount Retailer», «Department Store»,
«Fashion Boutique», «High End Outdoor»,
«Direct».
Not used channel: «Discount Retail Chain»,
reason - price didn’t meet its requiremets.

12.

Individual Perfomance Analysis
35th turn:
Ranks:
Profit - 5,
Market share - 2.
Units sold: 7549. The best result among
competitors.
Market share: 18%.
Final Balance: $443,017.13

13.

Individual Perfomance Analysis
35th turn:
Final Balance
443017.13
$450,000.00
405278.28
$400,000.00
344836.81
$350,000.00
274058.53
$300,000.00
227340.47
$250,000.00
$200,000.00
$150,000.00
$100,000.00
71186.77
$50,000.00
$0.00
Troy Taylor
Alpine High
SnowSport
KevGear
ML Backpacks
EastWest

14.

Team Competitive Analysis
Highly competitive market.
Target market «University Students»:
EastWest
Troy Taylor
KevGear
SnowSport
ML Backpack
Target market «Outdoor Enthusiasts»:
Alpine High

15.

Team Competitive Analysis
Trends in final balance:
$600,000.00
$400,000.00
$200,000.00
$0.00
1
-$200,000.00
-$400,000.00
-$600,000.00
-$800,000.00
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
Troy Taylor
Alpine High
SnowSport
KevGear
ML Backpacks
EastWest

16.

Team Competitive Analysis
Final market shares:

17.

Learning
The most useful experience:
1. Always pay attention to each element of
marketing mix.
2. The right segmentation and correctly chosen
target market are big parts of future success.
3. Support the maximal communication level
with your customer and analyse each feedback
about your product or service.