TESCO(乐购市场营销战略)英文.ppt
- 文档编号:18725357
- 上传时间:2023-10-20
- 格式:PPT
- 页数:13
- 大小:4.42MB
TESCO(乐购市场营销战略)英文.ppt
《TESCO(乐购市场营销战略)英文.ppt》由会员分享,可在线阅读,更多相关《TESCO(乐购市场营销战略)英文.ppt(13页珍藏版)》请在冰点文库上搜索。
OwnBrandMarketingStrategyZuzanaHradcova,ProjectObjectives,FindoutIfandHowareTESCOownbrandsseenbyourcustomersKnowledgeofTESCOownbrandsUnderstandingofTESCOownbrandsLuxuryrangeacceptanceCommunicationchannelsExpectedrangeProposeamarketingstrategyforownbrandsdevelopmentCurrentTESCOownbrandsdevelopmentTESCOPremiumBrandimplementationstrategy,TESCOownbrandsoverview,TESCOValueTESCOStandardTESCOPremium(Black&Gold),Valueformoney-CheapestproductintherangeStandardproductbrandqualityforlessmoneyPremiumrangeextraqualityproduct,speciallyselected,Methodologyused,Marketingstrategydevelopedbasedon:
CombinationofqualitativeandquantitativeresearchAnalysisofcompetitionSWOTanalysisMarketsegmentationDifferentiatedtargeting,Quantitativeresearch,3HMs+2DSs(CR)questioners20minutes,100questioners/storeKnowledgeofOwnBrands,communicationchannels,luxuryrangeacceptance,Qualitativeresearch,ThesamestoresFocusgroupsTESCOcustomersDiscussionformat90-120minutesAttributesofindividualBrandsandtheirimage,communication,rangesuitableforTESCOPremium,Analysisofcompetition,SWOTanalysisTESCOValue,SWOTanalysisTESCOStandard,CurrentBrandsDevelopmentStrategy,BetterpropagationofTESCOStandardbrandTastings,FlyersExplaincustomerswhyTESCOisofferingmoreownbrandsexplaindifferenceOfferdifferentpacksizesRemovelowqualityproductsIncludemissingproducts,TESCOPremium,MarketSegmentHigherincomeLivesinthecityorclosetocityTakescareabouthis/herlifestyleBuysonlythebest,deservesonlybestProductPositioningDifferentiatedtargetingspecialproductsfordemandingcustomersItiskeytocreateanIMAGEoftheBrandAllproductsunderthisbrandwillbeproductsexclusivelyforTESCO,TESCOPremiumBrandMarketingMix,MarketingActivities,ImplementationscheduledforperiodbeforeChristmas,EasterCommunicationinFlyerExtraA3flyer(bothsides),explainingmainmessageofTESCOPremiumbrand:
ExtraqualityproductPostersinstoreluxuryimageTastingsofproducts(initiallyfor3weeks)Regularannouncementsin-store,Cost2000000Kc,Cost60000Kc/store,BenefitsExpected,TurnoverwillincreaseShareofownbrandproductswillincreaseTESCOBrandwillhavebetterimageTESCOmarketpositionwillimprove(againstcompetition)AllcustomerswillhavetheirrangeinTESCO.,
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- TESCO 市场营销 战略 英文