关于 Jack jones的营销活动报告.docx

1、关于 Jack jones的营销活动报告A review of the current marketing activities,including:A brief overview of the target marketOverview of the current marketing mixJack& Joness clothes are for male from 18 to 30. The customers of Jack& Jones are young and viable. These people may be the elite of their industry, an

2、d they have enough money to buy it. Male from 18 to 30 may be not adultness, however they are the big potential market. First males clothes are not too much style, most are formal clothes and sportswear. The clothes with fashionable element are waiting to develop. Second, the brand first get into th

3、is market may be the leader. Third, most young male want the clothes can represent their personal characteristics. Last but not least, these males have enough buying power, even the collage student can be a big potential market.ProductJack& Jones is a sportswear brand for male from 18 to 30. It comb

4、ines with the European popular element; emphasize personal characteristics and different lifestyle. Make male show themselves whenever work or relax. In Jack& Joness clothes, the jeans and the T-shirt are made by cotton. Bold and imaginative design give people a freedom feeling. This is appeal to th

5、e young male.Besides jacket, jeans, T-shirt and shirt, Jack& Jones also have sweater, belts, wallet, sunglasses and other related products. Jack& Jones very care about the package, all the packages are black and the red trademark is very conspicuous. Jack& Jones often launch their spring ware in Mar

6、ch, in their shop; will not see a big model painting of last season. These details fully show that Jack& Jones care about the personality.PriceThe high quality, sure of target market and brand effect decide the price strategy of Jack& Jones. Its price is a bit high and its appeal to young white coll

7、ars. Most clothes are from 300 to 800. Its higher than most brand. The jeans are from 399 to 799. Its similar to Lee and Levis. However, the last number of the price is 9, makes the price be acceptable.PlaceJack& Jones sale their products through the retail stores and franchisees. Most of their shop

8、s are in Europe and Middle East. Jack& Jones is not eager to global expansion. However in China this huge market, Jack& Jones put 1/3 of its shops here. Jack& Jones have its own factory in China, produce in local place can solve transport costs and increase the profits.PromotionJack& Jones always ha

9、ve an advertisement matches its products very well. The background made by waste and the decadent models represent the characteristics of Jack& Jones very well. In Jack& Joness homepage, www.jack-, the shine cartoon and the graffiti background through the characteristic of the products to the custom

10、ers well. Also Jack& Jones take part in shopping mall promotional activities positively.Disscuss why these activities were undertaken by examining:The marketing environment and making reference to how the environment influenced decisions.Provide specific examples.Internal: Strength: Jack Jones is fo

11、r ages between 18 and 30 years old, designed for the man who like to wear casual, fashionable clothes. Jack Jones wants to have the outstanding style design. Every product can bring the most fashionable European popular elements. The pictures are representing free, graffiti; from it can appeal to co

12、nsumers eye. The material of Jack Jones is belongs to thick qualitative fabrics, thick qualitative fabrics is the main point, it have very strong drape effect and the durability is better.Weakness: Jack Jones pays more attention on three kinds of color and it cant demand the people who want colorful

13、 clothes, so it may let them loss many customers. Whats more many students they dont have money and they dont earn money, the price of Jack Jones is too high and they cant afford it. Also, many people who have much money, and they dont want to choose these middle price clothes.Opportunity: Jack Jone

14、s with many brand under the Bestseller in China, blowing the popular effect in Europe, and with the Jack Jones brand effect, Jack Jones combine their brand image with product reputation, and from it can form a strong marketing offensive.Threaten: The Target audience of Jack Jones is young people mos

15、t of them are white collar. However, those people with lower incomes crowd cant buy it. Jack Jones price has some high, and many of them cant afford this price, so the competitive price of Jack Jones is not very strong.External Population environment: China is the most populous country in the world.

16、 In china there is much consumption. Different people have different demand and from it, Jack Jones can earn more turnovers. With the development of social economic, Chinas economic growth is very fast and the per capita disposable income rapid ascension, a persons purchasing power greatly enhanced.

17、 At the same time, the engels coefficient reducing, more and more people put the money used to buy the food products.Cultural environment: The people who born in 20 century 70 and 80s, they have excellent growth environment, they desire to express themselves and be good at empress themselves, with t

18、he pursuit of the fashion and not willing to conformity at the same time. Jack Jones demand their need and have the different idea about their clothes, the design of their clothes is unique.Competition: In Chinese market, there are less fashion brand for professional man, In China, the local brand,

19、such as Baleno, Meters/Bonwe, these brand have a further time to development and can achieve more success, their clothes in spring and in summer, their clothes is just hold the price below 200, These brands are also in the medium and low primarily, the price is low but foreign brand generally high p

20、rices and represent different elegant about the clothes, so the market is too narrow for many these period of professional man clothes.Disscuss what the organisation hoped to achieve from these activities, including marketing objectives and if the marketing activities successfully achieved these obj

21、ectives and desired outcomes.The style of Jack&Jones is emphasis on self-extraordinary personality, and unique lifestyle. And the product is suitable for the male is between 18 and 30. Most of them like the feeling of free-spirited, so Jack&Jones uses individuation design and rough fabric. This is a

22、im to attract their attention, and can help them own the unique appearances. The male in this period, they have a certain degree of economy strength, for this, they must be willing to spend more time to focus on their appearances. In the past, the clothes of the male are individual and provide just

23、a little kind for them to choose. So, when we see one man, they always wear the familiar styles of clothes. But Jack&Jones provide different unique style for the male that lacking of style of clothes. And for the spreading of internet, more and more teenagers like use internet to choose their clothe

24、s, especially the male in this age, they often go shopping with the clearly purpose. They dont like to choose their clothes to use a whole day. Via this way, they can choose the suitable style for them, and then, go to shopping mall to buy the clothes directly and easily. This promotion way provides

25、 more benefits to the male; they will have better impression on this brand. For the style of posters, the company chooses unique style; it is tightly fitting the male of this age. This can be quickly grasped their attention, because they got the feeling that is this product will suitable to themselv

26、es, the poster is enough to catch their eyes. In front of favorite things, they are perhaps willing to ignore the price factor, and the price is just a little high and they accept it easily. Jack&Jones is trying their best to do better in their products and promotion. Via their efforts, the sales an

27、d influence in their field is becoming better and better, and also get the good progress.The identification of marketing objectives:JACKJONES is a famous foreign mens clothing brand. The target market is the mens age between 18-30 can buy JACKJONES, it has many kinds of styles so we want many men ca

28、n realise this point. It is suitable for fashionable and smart men.According to this marketing activity, many people will know this brand and have a big idea for it. We want to use the least money to reach the objectives. We use the budget and plan to save much money and get to the objective. At the

29、 beginning, we need promote this maeket activity and collect these people join it. If this goal we cant achieve, we will fail for this avtivity. We need limits some unnecessary use to avoid some lose and we must strict control some outcome and make the good plan. This activity is in 2012-1-20 to 201

30、2-1-25 about one week. So we must get a fixed profit about 1000,000RMB in this week.proposed changes to all elements of the marketing mix:Product: JACKJONES is a famous mens clothing brand. The target audience is the mens age between 18 to 30. It represents the fashion tide of Europe mens clothing b

31、rand also it is model of the city style. It sell the clothes for the smart, sensible and good-educationed men. The simple and fashionable and medern mens clothing is very popular in this mens marketing. Price: The clothess price is very fixed, ordinary the undershirt is 199RMB, T-shirt is 249RMB or

32、299RMB or 349 RMB, sark is 399RMB to 599RMB, thin western- style clothes is 599RMB, wadded jacket is 699RMB or 799RMB or 899RMB, trousers is 399RMB to 899RMB, briefs is 79RMB.Place:We put this activity in the centre of Wuxi, Suzhou and Nanjng. These places are the first level cities in Jiangsu so It is a good palce for us going to this activity. Because it is the city centre of these palces so many people will go to there to have a walk. JACKJONES is a good mens clothing brand so many young men will use the weekend to have a look in this shop. In some second cities such as Yangzh