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Product Launch Strategy ‘2017‘JANTI

Dublin, 14.12.2016

Julian Pfeiffer

Strategic Marketing ManagementDr Michael J. Maguire

Andreas Kentrup

AntonioCaruso

IolandaPortela

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Agenda

Structure

1.Corporate Information 2.Product 3.Market Cultivation 4.Market Segmentation & Positioning 5.Target Group 6.Customer Analysis 7.Channel Management 8.Price Management 9.Service Management 10.Brand Management 11.Marketing Communication 12.Marketing Strategy

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Corporate InformationOverview of JANTI Ltd.

JANTI Ltd. is an established company

that manufactures and sells fashionable

sportswear products in Ireland and the U.K

https://goo.gl/U3H6wy

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Corporate InformationCompany Values

Company Values

JANTI Ltd.

Commitment to people.

JANTI Ltd. strives to provide

customers with high quality innovative

sportswear coupled with a service that facilitates an

exceptional customer experience.

JANTI Ltd. aims to become the leader in the Irish running shoe

Market in the next 10 years.

Mission Statement Vision Statement Core ValuesI II III

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ProductGeneral Information

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Product Unique Selling Point

Market Cultivation

Competive Strategy

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Target ScopeAdvantage

Low CostProduct

Uniqueness

Broad

Narrow

Cost Leadership Strategy

Differentiation Strategy

Focus Strategy Focus Strategy

1

2

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Market Segmentation & Positioning -

Running Shoes Market - JANTI

Market Segmentation Topics Corporate Positioning

Competition Forces Evaluation

x

Competition Landscape

x

USP:- Use- Modish- Price- ...

StandardCheaper; Normal

Quality

PremiumExpensive; High-Quality

- +

Premium-Running-

Shoe Segment

Topics Description

Geographical Irland; PoS; Distribution

Socio-Demographical Unisex; 15-60 Years; All situation

Psychographic Healthy; Digital

Behaviour Life Style; Spend money

Relative competition advantage

Indu

stry

attr

ativi

ness

Low Medium High

Low

Med

ium

High

Suppliers

Buyers

Threatsof

SubsitutesNew

Entrances

IndustryCompetition

TARGET GROUP -

JANTI´S DEFINITION OF OUR CUSTOMERS

Connected

Active

Healthy

Outgoing

4

3

2

1

SPEED CUSTOMERS

Source “The target group”based on: Funk et al., 2016) 

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Customer AnalysisGeneral Information

Improvement of the Irish Economy

Leads consumers towards more normal purchase behaviour with a high

level of impulse and non-essential spending

healthy lifestyles are increasing, where Irish people are becoming

more engaged with sports activities and more active

with running.

Source: Euromonitor 2015( Own Graph)

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Customer Analysis Practice of sports activities in Ireland

72.5% in the sample of 5,101 people in Ireland are physically active

Source: Practice of sports activities in Ireland (Source: Central Statistics Office, own chart).

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Customer AnalysisCustomer Sport Decision Making Process

Source: Sports consumer decision-making sequence (Funk at el. 2016, pg. 7)

Customer Sport Decision Making Process

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Channel Management -

Omni-Channel driven Business

Scaleable Planing

Real-Time adjustements

Customers & Business

centred

Customer / Supplier

analytic

360°Integrated

Management

I

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‘Outpacing‘Approach

Offline + OnlineConnection

IIConcentrated Cutomer

TouchpointAssesment

III

Channel Hopping

Market orientation

Customer-Journey driven

Buying-Process: Click-

and-Bricks (Click &

Reserve, ROPO, etc.)

Exactly evaluation of all

touchpoints

Data driven Customer-

Touchpoint management

Connection of Sales and

Marketing

Customer Expirience /+⇗

Costs / -⇙

Revenue /+⇗

Leve

rs

Omni-Channel StrategyMarketing & Distribution Channels:

JANTI

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Price Management -

Price Identification

Conjoint-Analysis

Productpacage II

Product + App (for free)

Right of Return: 100 days

119,90€

1. Dimension

2. Dimension

3. Dimension

BeP: 71%Profit: ??

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Price Management -

Price Development

Price Strategy Price Model Price Niveau Price Implementation

KPI conformal (Revenue, EBITDA, BaP, etc.)

Positioning-, Target-Group- & Strategy fit

Premium price segment Differentiation to low-

cost player

Dimension: Product Metric: Unit (€/U)

Place: Ireland Time: Continuous price

(Sale-Actions) Interest: High

-> Consumer- Analysis

Value-Selling: USP’s + Marketing

Distributor-Controlling & Tracking

Integrated customer

PenetrationStrategy

Market-Orientated Price Politic

Price-Readiness=Siphon off

Digital Approach

Pric

e-Pr

oces

Sales-FunnelPrice-2-Market

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Service Marketing –

Service Map for JANTI´s Smart Connected Product

Source: own illustration

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Service Marketing -

Service Quality Framework

JANTI´s Service Quality

Service Quality Customer Satisfaction Customer Loyality

Reliability: Provide service as promised, right and in time

Responsiveness: Keep customers informed and respond prompt to requests

Assurance: Knowledge of skilled employees

Empathy: Individual attention to customers

Tangibles: Physical facilities and equipment

Situational Factors

Personal Factors

Source: own illustration

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Customer Relationship Management –

JANTI´s Customer Decision and Service Journey

Initial consider-ation

Moment of purchase

Loyalty Loop

Active evaluation

Postpurchase experience4

1

2

3

Explore

Disc

over

Buy

Engage Ask Use

Support Systems: Information Technology, Analytical Capabilities, Marketing Data, Marketing Knowledge

Customer ServiceCRM System

Online/Offline Community

Brand representativesSocial media interactionsCommunity members

Customer brand consideration

1

Trigger Point

Big Data Driven Business

Source: Customer Decision Journey (own illustration based on Court et al., 2009)

Customer brand and need evaluation

2

3Customer brand selection at Point of sale

4

Customer expectations based on experiences for the next decision journey

Brand Management -

The Branding Process of JANTI Speed

Speed awareness : Online-offline touchpoints

Brand narrative: Customers reviews

Brand creativity: ” If the shoe fits…”

Brand interest: Measure and track the search volume

Brand equity: final effect of the brand name in cognitive psychology of consumers

Source: “The brand management process” based on: Dahlen et al., 2010)

Marketing Communication -

The Integrated Marketing Communication Plan

O

NLI

NE

Communication objectives

OFF

LIN

E

• Build trust• Arouse emotion

and interaction

• Create awareness and salience

• Shape brand personality

• WTP

Need of running shoes & brand acknowledgement

• Commitment• Advocacy• loyalty

Stages of Customer decision journey

Communication channels

Marketing Strategy –

Strategy Process JANTI Speed Launch 2017

Consumer Behaviour

PremiumPlayer

Running-ShoeSegment Smart

Product

Integrated

IntenseGrowth

Strategy Premises

WellBusiness

Power

High Reputation

Opportunities &

Capabilities

Basedon

Innovation

Strategic Objectives

IntegratedGrowth

Target Market&

Brand Positioning

MarketingObjectives

TargetGroup

Conform

ConsumerAwareness

Marketing Levers

Prommotion

Place

Price

People

Product

Process

Tactics

Strategic Programme

Trend Developing – Brand + Life Style

Market Penetration – Push Marketing

Differentiation to the Competition- Communicate USP’S

Data driven Activities - CRMI

II

III

IV

Stra

tegy

Pac

kage

s

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Thanks for Your attention!Faaantaaaastic!!!Q&A

Dublin, 14.12.2016

Strategic Marketing ManagementDr Michael J. Maguire

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BACKUP

Market Research Survey–

Survey Results

Key Findings

I

II

III

IV

Evidence for market potential for a smart a connected running shoe

Interest in measuring and sharing training data

High Interest in comfortable and functional running shoes

Higher motivation through social aspects and common goal setting

Survey Design

Method:

Personal survey with printed questionnaires

Participants:

42 People

Location:

Dublin, Ireland

Demographics:

19-58 years

Gender:

45% males

55% females