关于 Jack jones的营销活动报告Word下载.docx

关于 Jack jones的营销活动报告Word下载.docx

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Jonesareyoungandviable.Thesepeoplemaybetheeliteoftheirindustry,andtheyhaveenoughmoneytobuyit.Malefrom18to30maybenotadultness,howevertheyarethebigpotentialmarket.Firstmale’sclothesarenottoomuchstyle,mostareformalclothesandsportswear.Theclotheswithfashionableelementarewaitingtodevelop.Second,thebrandfirstgetintothismarketmaybetheleader.Third,mostyoungmalewanttheclothescanrepresenttheirpersonalcharacteristics.Lastbutnotleast,thesemaleshaveenoughbuyingpower,eventhecollagestudentcanbeabigpotentialmarket.

Product

Jonesisasportswearbrandformalefrom18to30.ItcombineswiththeEuropeanpopularelement;

emphasizepersonalcharacteristicsanddifferentlifestyle.Makemaleshowthemselveswheneverworkorrelax.InJack&

Jones’sclothes,thejeansandtheT-shirtaremadebycotton.Boldandimaginativedesigngivepeopleafreedomfeeling.Thisisappealtotheyoungmale.

Besidesjacket,jeans,T-shirtandshirt,Jack&

Jonesalsohavesweater,belts,wallet,sunglassesandotherrelatedproducts.Jack&

Jonesverycareaboutthepackage,allthepackagesareblackandtheredtrademarkisveryconspicuous.Jack&

JonesoftenlaunchtheirspringwareinMarch,intheirshop;

willnotseeabigmodelpaintingoflastseason.ThesedetailsfullyshowthatJack&

Jonescareaboutthepersonality.

Price

Thehighquality,sureoftargetmarketandbrandeffectdecidethepricestrategyofJack&

Jones.Itspriceisabithighandit’sappealtoyoungwhitecollars.Mostclothesarefrom300to800.It’shigherthanmostbrand.Thejeansarefrom399to799.It’ssimilartoLeeandLevi’s.However,thelastnumberofthepriceis9,makesthepricebeacceptable.

Place

Jonessaletheirproductsthroughtheretailstoresandfranchisees.MostoftheirshopsareinEuropeandMiddleEast.Jack&

Jonesisnoteagertoglobalexpansion.HoweverinChinathishugemarket,Jack&

Jonesput1/3ofitsshopshere.Jack&

JoneshaveitsownfactoryinChina,produceinlocalplacecansolvetransportcostsandincreasetheprofits.

Promotion

Jonesalwayshaveanadvertisementmatchesitsproductsverywell.ThebackgroundmadebywasteandthedecadentmodelsrepresentthecharacteristicsofJack&

Jonesverywell.InJack&

Jones’shomepage,www.jack-,theshinecartoonandthegraffitibackgroundthroughthecharacteristicoftheproductstothecustomerswell.AlsoJack&

Jonestakepartinshoppingmallpromotionalactivitiespositively.

Disscusswhytheseactivitieswereundertakenbyexamining:

Themarketingenvironmentandmakingreferencetohowtheenvironmentinfluenceddecisions.Providespecificexamples.

Internal:

Strength:

JackJonesisforagesbetween18and30yearsold,designedforthemanwholiketowearcasual,fashionableclothes.JackJoneswantstohavetheoutstandingstyledesign.EveryproductcanbringthemostfashionableEuropeanpopularelements.Thepicturesarerepresentingfree,graffiti;

fromitcanappealtoconsumers'

eye.ThematerialofJackJonesisbelongstothickqualitativefabrics,thickqualitativefabricsisthemainpoint,ithaveverystrongdrapeeffectandthedurabilityisbetter.

Weakness:

JackJonespaysmoreattentiononthreekindsofcoloranditcan’tdemandthepeoplewhowantcolorfulclothes,soitmayletthemlossmanycustomers.What’smoremanystudentstheydon’thavemoneyandtheydon’tearnmoney,thepriceofJackJonesistoohighandtheycan’taffordit.Also,manypeoplewhohavemuchmoney,andtheydon’twanttochoosethesemiddlepriceclothes.

Opportunity:

JackJoneswithmanybrandundertheBestsellerinChina,blowingthepopulareffectinEurope,andwiththeJackJones’brandeffect,JackJonescombinetheirbrandimagewithproductreputation,andfromitcanformastrongmarketingoffensive.

Threaten:

TheTargetaudienceofJackJonesisyoungpeoplemostofthemarewhitecollar.However,thosepeoplewithlowerincomescrowdcan’tbuyit.JackJones’pricehassomehigh,andmanyofthemcan’taffordthisprice,sothecompetitivepriceofJackJonesisnotverystrong.

External

Populationenvironment:

Chinaisthemostpopulouscountryintheworld.Inchinathereismuchconsumption.Differentpeoplehavedifferentdemandandfromit,JackJonescanearnmoreturnovers.Withthedevelopmentofsocialeconomic,China'

seconomicgrowthisveryfastandthepercapitadisposableincomerapidascension,aperson’spurchasingpowergreatlyenhanced.Atthesametime,theengel'

scoefficientreducing,moreandmorepeopleputthemoneyusedtobuythefoodproducts.

Culturalenvironment:

Thepeoplewhobornin20century70and80s,theyhaveexcellentgrowthenvironment,theydesiretoexpressthemselvesandbegoodatempressthemselves,withthepursuitofthefashionandnotwillingtoconformityatthesametime.JackJonesdemandtheirneedandhavethedifferentideaabouttheirclothes,thedesignoftheirclothesisunique.

Competition:

InChinesemarket,therearelessfashionbrandforprofessionalman,InChina,thelocalbrand,suchasBaleno,Meters/Bonwe,thesebrandhaveafurthertimetodevelopmentandcanachievemoresuccess,theirclothesinspringandinsummer,theirclothesisjustholdthepricebelow200,Thesebrandsarealsointhemediumandlowprimarily,thepriceislowbutforeignbrandgenerallyhighpricesandrepresentdifferentelegantabouttheclothes,sothemarketistoonarrowformanytheseperiodofprofessionalmanclothes..

Disscusswhattheorganisationhopedtoachievefromtheseactivities,includingmarketingobjectivesandifthemarketingactivitiessuccessfullyachievedtheseobjectivesanddesiredoutcomes.

ThestyleofJack&

Jonesisemphasisonself-extraordinarypersonality,anduniquelifestyle.Andtheproductissuitableforthemaleisbetween18and30.Mostofthemlikethefeelingoffree-spirited,soJack&

Jonesusesindividuationdesignandroughfabric.Thisisaimtoattracttheirattention,andcanhelpthemowntheuniqueappearances.Themaleinthisperiod,theyhaveacertaindegreeofeconomystrength,forthis,theymustbewillingtospendmoretimetofocusontheirappearances.Inthepast,theclothesofthemaleareindividualandprovidejustalittlekindforthemtochoose.So,whenweseeoneman,theyalwayswearthefamiliarstylesofclothes.ButJack&

Jonesprovidedifferentuniquestyleforthemalethatlackingofstyleofclothes.Andforthespreadingofinternet,moreandmoreteenagerslikeuseinternettochoosetheirclothes,especiallythemaleinthisage,theyoftengoshoppingwiththeclearlypurpose.Theydon’tliketochoosetheirclothestouseawholeday.Viathisway,theycanchoosethesuitablestyleforthem,andthen,gotoshoppingmalltobuytheclothesdirectlyandeasily.Thispromotionwayprovidesmorebenefitstothemale;

theywillhavebetterimpressiononthisbrand.

Forthestyleofposters,thecompanychoosesuniquestyle;

itistightlyfittingthemaleofthisage.Thiscanbequicklygraspedtheirattention,becausetheygotthefeelingthatisthisproductwillsuitabletothemselves,theposterisenoughtocatchtheireyes.Infrontoffavoritethings,theyareperhapswillingtoignorethepricefactor,andthepriceisjustalittlehighandtheyacceptiteasily.

Jonesistryingtheirbesttodobetterintheirproductsandpromotion.Viatheirefforts,thesalesandinfluenceintheirfieldisbecomingbetterandbetter,andalsogetthegoodprogress.

Theidentificationofmarketingobjectives:

JACKJONESisafamousforeignmen’sclothingbrand.Thetargetmarketisthemen’sagebetween18-30canbuyJACKJONES,ithasmanykindsofstylessowewantmanymencanrealisethispoint.Itissuitableforfashionableandsmartmen.Accordingtothismarketingactivity,manypeoplewillknowthisbrandandhaveabigideaforit.Wewanttousetheleastmoneytoreachtheobjectives.Weusethebudgetandplantosavemuchmoneyandgettotheobjective.Atthebeginning,weneedpromotethismaeketactivityandcollectthesepeoplejoinit.Ifthisgoalwecan’tachieve,wewillfailforthisavtivity.Weneedlimitssomeunnecessaryusetoavoidsomeloseandwemuststrictcontrolsomeoutcomeandmakethegoodplan.Thisactivityisin2012-1-20to2012-1-25aboutoneweek.Sowemustgetafixedprofitabout1000,000RMBinthisweek.

proposedchangestoallelementsofthemarketingmix:

Product:

JACKJONESisafamousmen’sclothingbrand.Thetargetaudienceisthemen’sagebetween18to30.ItrepresentsthefashiontideofEuropemen’sclothingbrandalsoitismodelofthecitystyle.Itselltheclothesforthesmart,sensibleandgood-educationedmen.Thesimpleandfashionableandmedernmen’sclothingisverypopularinthismen’smarketing.

Price:

Theclothes’spriceisveryfixed,ordinarytheundershirtis199RMB,T-shirtis249RMBor299RMBor349RMB,sarkis399RMBto599RMB,thinwestern-styleclothesis599RMB,waddedjacketis699RMBor799RMBor899RMB,trousersis399RMBto899RMB,briefsis79RMB.

Place:

WeputthisactivityinthecentreofWuxi,SuzhouandNanjng.TheseplacesarethefirstlevelcitiesinJiangsusoItisagoodpalceforusgoingtothisactivity.Becauseitisthecitycentreofthesepalcessomanypeoplewillgototheretohaveawalk.JACKJONESisagoodmen’sclothingbrandsomanyyoungmenwillusetheweekendtohavealookinthisshop.InsomesecondcitiessuchasYangzh