MARKETING MANAGEMENT – 24.12.2013

JASPER SCHWENZOW

Structure

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

1 Our company 1.1 characteristics1.2 challenges

2 Market analysis2.1 SWOT

2.2 Competitors

2.3 Turkish vs European market

3 Strategy3.1 Targeting

3.2 Positioning

4 Implementation 4.1-4 4Ps

5 Finance 5.1 Input

5.2 Output

6 Evaluation

7 Monitoring

8 Sources

Our company – characteristics

Name: Jack Wolfskin GmbH & Co. KGaA

Foundation: 1981 in Frankfurt, Germany

CEO: Michael Rupp

Products: Outdoor-, sport-, leisure-, travelling clothing & equipment

Sales: 355 Mio. EUR (2011)

Stores: EU 319, Asia 512, Turkey 1

Employees: ca. 700 (2013)

Slogan: „At home outdoors“

1. Our company1.1 characteristics1.2 the challenge

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Our company – the challenge

1. Enhance performance in Turkey

2. Finding a new suitable marketing strategy, a new way to market Jack Wolfskin in Turkey and the Middle-East

1. Our company1.1 characteristics1.2 the challenge

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

SWOT – Internal Turkey

1. Our company

2. Market analysis2.1 SWOT2.2 Competition2.3 Turkey vs EU

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Less known out of Europe

not associated with good looks

Disappointing sales in 2012

Low number of Selling points

Weak social media performance

WEAKNESSES

STRENGTHS

Strong brand in Europe

Valuable technology patents

Family friendly product range

Competitive prices

SWOT – External Turkey

1. Our company

2. Market analysis2.1 SWOT2.2 Competition2.3 Turkey vs EU

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Fake products

Higher price sensitivity

Adidas & Nike compatible products

Less outdoor fascination

THREATS

OPPORTUNITIES

Recent experience with international marketing

Wilderness-chic proven successful

Growing, young population

Growing mobility

Low direct competition

SWOT – Summary

1. Our company

2. Market analysis2.1 SWOT2.2 Competition2.3 Turkey vs EU

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

• Less outdoor fascination

THREATSOPPORTUNITIES

• Growing, young population• Growing mobility

WEAKNESSSTRENGTH

• Strong brand in Europe• Competitive prices

• Less known out of Europe• Not associated with good

looks

Competition

1. Our company

2. Market analysis2.1 SWOT2.2 Competition2.3 Turkey vs EU

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Vaude (German – 1974)

- Mountain-, bikesports,

packs & bags

- Strong environmental

image

- Revenue $ 118 M.

- 1300 employees

The North Face (US – 1966)- Mountain-, winter-, extreme sports & explorers

- Sponsorship of big events- Successful in Asia- Sloga “Never stop exploring”- Sales $ 1.9 B.

Columbia (US – 1938)

- Mountain- and

wintersports

- 72 countries, 13000 stores

- Useful patents

- Sales $1.7 B.

- 2700 employsees

Salomon (France – 1947)

- Sports- & outdoorclothing

- Stores in >40 countries

- Sales 1.48 B. (Q1-Q3 ‘13)

Adidas & Nike- Sportsclothing- Growing engagement in

outdoor market- Huge brand awarenessZara, H&M, Hilfiger … (indirect) - Regular clothing- Huge price range- fashionable- Problems with consciousness

Turkish vs. European market

Turkish market European marketYounger Older

Fascinated by Europe/America

Fascinated by “True Wildernesss”

Purchasing Power lower Purchasing Power higher

Less interest in outdoor activity

Higher interest in outdoor activity

Fierce competition

1. Our company

2. Market analysis2.1 SWOT2.2 Competition2.3 Turkey vs EU

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Strategy – target market

• 16-40 years old • Middle income • characteristics

– High technology affinity – Usage of social media– Educated– High mobility– Environmental consciousness

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Strategy – target market

• 36.2 (Million people 16-40 years old) * 0.21 (study quota in 2009) = 7.6

• 19.1 Million Internet users in this age range • 7 Million facebook users that study or

graduated

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

≈> 7 M potential consumers

Strategy – Postioning

Central message

Jack Wolfskin dresses you – for going anywhere, anytime!

Create new line

Jack Wolfskin – 4Seasons

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Strategy – Positioning

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Why? – regular strategy insufficient for Turkish market– Common EU outdoor market saturated– Growing outdoor competitionHow? – new way of marketing outdoor clothing: functional cothing

for everyday and anywhere

– focusing on modern marketing mix

What’s the perspective? – if it proves successful in Turkey it can be applied in domestic markets – it may meet the threat of new competition by adidas / nike in a direct way

Strategy – Positioning

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

REGULAR CLOTHINGZara, H&M, Hugo Boss…

OUTDOOR CLOTHINGColumbia, Vaude, TheNorthFace…

ConsciousnessFunctionalityQuality

YouthRegular Use

General Mobility

Jack Wolfskin – 4Seasons

Strategy – Positioning

Feature Classical 4 seasons

Main Target age 25-55 16-40

Target income level High Middle

Slogan “At home outdoors” “Dressed for going anywhere, anytime”

Product focus Ultimate quality & functionality

Quality & looks

Spirit Wilderness Travelling

1. Our company

2. Market analysis

3. Strategy3.1 Target market3.2 Positioning

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Product• 4 season collection (slightly altered regular product

range)• High quality supported by warranty• Fashionable & functional clothes• Opportunity to combine different functions of the

clothes• Social and ecological responsibility

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. Sources

IMC – data

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. Sources

• Internet users: 45.7% of the Turkish population• Facebook is the most visited site

• 16.6% of internet user in Turkey use twitter• 10.2 hours spent on social networkng

IMC – strategy• Advertising through the internet and social media (no

TV, radio)– Collection of travel experiences– Organize contests– Focus on facebook

• Sponsoring events and sportsmen/-women

• Travelling events („Explore Turkey with Jack Wolfskin 4S“)– Finding partners (travel agencies, sports clubs)– Promotion stands at airports

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Price – Comparison

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. SourcesThe North Face589.- ₺

Jack Wolfskin369.- ₺

Columbia599.- ₺

Price

• Keep prices steady compared to regular line– Jacket: 300 ₺– Trousers: 200 ₺– Bag: 150 ₺

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Distribution

• Increase number of franchise shops from 1 to 10

• Strong support of internet platform (connection to facebook)

1. Our company

2. Market analysis

3. Strategy

4. Implementation4.1 Product4.2 IMC4.3 Price policy4.4 Distribution

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Finance - input• Estimated costs per year

– Internet Marketing• Administration Homepage• Facebook Marketing• SEO

– Sponsoring events– Store building (Franchise)– Travelling events– Designing cost

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance5.1 Input5.2 Output

6. Evaluation

7. Monitoring

8. Sources

+ 50,000 + 400,000

+ 2,000+ 300,000

+ 0+300,000 (?)

50,000 (?)_________

= 1,102,000 ₺

Finance - output

Calculation:- Profit margin: - Sales increase by 9,750,000 ₺- Profit (without marketing costs) 2,837,250 ₺

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance5.1 Input5.2 Output

6. Evaluation

7. Monitoring

8. Sources

Evaluation

• Extra Profit:

2,837,250 – 1,102,000 = 1,735,250₺ • Growth in market share: +5 % point (goal)• Growth in sales: + 50% (goal)• Test and eventually establishment of a new

sustainable strategy

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

Monitoring

Weekly checks, graphical presentation• Main parameters to check:

– Growth of sales in Turkey – Market share at least

• Further check on:– Facebook fanpage analyse– Audits in new-built stores

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources

26

THANK YOU FOR YOUR ATTENTION

Sources• https://www.daad.de/medien/sachstand_t__rkei_.pdf;• http://www.jack-wolfskin.de; 21.12.13• http://www.statisticbrain.com/social-networking-statistics/;

21.12.13• http://www.ipedr.com/vol62/002-ICLMC2013-M00016.pdf;

21.12.13• http://tr.wikipedia.org/wiki/T%C3%BCrkiye_demografisi; 21.12.13• http://www.alternatifbilisim.org/wiki/TÜRKİYE’DE_İNTERNET’İN_

DURUMU_-_2013; 21.12.13

• https://www.unternehmensregister.de/ureg/result.html;jsessionid=47F94E4F17897FB2A8DE4488844BBB83.web02-1?submitaction=showDocument&id=9337550; 21.12.13

1. Our company

2. Market analysis

3. Strategy

4. Implementation

5. Finance

6. Evaluation

7. Monitoring

8. Sources