关于 Jack jones的营销活动报告.docx
《关于 Jack jones的营销活动报告.docx》由会员分享,可在线阅读,更多相关《关于 Jack jones的营销活动报告.docx(5页珍藏版)》请在冰豆网上搜索。
![关于 Jack jones的营销活动报告.docx](https://file1.bdocx.com/fileroot1/2022-11/23/230975f2-b3da-4be6-9837-5b0d3b4d638c/230975f2-b3da-4be6-9837-5b0d3b4d638c1.gif)
关于Jackjones的营销活动报告
Areviewofthecurrentmarketingactivities,including:
·Abriefoverviewofthetargetmarket
·Overviewofthecurrentmarketingmix
Jack&Jones’sclothesareformalefrom18to30.ThecustomersofJack&Jonesareyoungandviable.Thesepeoplemaybetheeliteoftheirindustry,andtheyhaveenoughmoneytobuyit.Malefrom18to30maybenotadultness,howevertheyarethebigpotentialmarket.Firstmale’sclothesarenottoomuchstyle,mostareformalclothesandsportswear.Theclotheswithfashionableelementarewaitingtodevelop.Second,thebrandfirstgetintothismarketmaybetheleader.Third,mostyoungmalewanttheclothescanrepresenttheirpersonalcharacteristics.Lastbutnotleast,thesemaleshaveenoughbuyingpower,eventhecollagestudentcanbeabigpotentialmarket.
Product
Jack&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
Jack&Jonessaletheirproductsthroughtheretailstoresandfranchisees.MostoftheirshopsareinEuropeandMiddleEast.Jack&Jonesisnoteagertoglobalexpansion.HoweverinChinathishugemarket,Jack&Jonesput1/3ofitsshopshere.Jack&JoneshaveitsownfactoryinChina,produceinlocalplacecansolvetransportcostsandincreasetheprofits.
Promotion
Jack&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.
Jack&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