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Clarissa Bnk

on 25 February 2013

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Transcript of test

Analyze the marketing strategy of Abercrombie & Fitch Content:

-Marketing analysis
Marketing situation
-Marketing Plan
Reverse Marketing
4 P's
3 R'S
-Central question
-Sources Product Marketing analysis Opportunities Threats Strengths Weaknesses SWOT PEST Politic factors Economic factors Social factors Technological factors Marketing situation

-People are tired of marketing

-Every brand does the same Marketing Plan Target groups Strategy 4 P's 3 R's Goals Protection of patents and intelligent rights Price regulation Employee laws Supply and demand Economic cycle Trends Labour Machines Internet and Ecommerce Sources:
Primary texts:

-Weber, Philipp. Abercrombie & Fitch-Marketing Analysis. A macro-environmental and competitive audit, USA, 2009-PricewaterhouseCoopers LLP. 2011 Annual Report, 2012

Internet sources:

-PR-Wiki, “Reverse Psychological Marketing"

- SlideShare: Abercrombie and Fitch

- Bloomberg Business Week: Abercrombie & Fitch Co-Cl A
(ANF:New York)

- Abercrombie & Fitch: The Altering of Cultural Norms

-Wikipedia, Wikimedia Foundation, Inc., “Abercrombie & Fitch”. http://en.wikipedia.org/wiki/Abercrombie_%26_Fitch#Controversy_and_criticism. 05/21/12

-Wikipedia, Wikimedia Foundation, Inc.“A&F Quarterly”.

-Süddeutsche.de "Marketingstrategie von Abercrombie & Fitch" http://www.sueddeutsche.de/stil/marketing-strategie-von-abercrombie-fitch-sie-sollen-jung-sein-und-schoen-1.1503215 -Reverse (psychological) Marketing
Breaking almost every marketing rule
Separate from the normal companies -Market niche: http://anfnewsnow.blogspot.de/p/abercrombie-fitch.html http://assets03.blog.usabilla.com/wp-content/uploads/sinus_usa.gif Recruit:
Half-naked model
Look of the stores
The employees look good in it
Others have it
Buy the product because of the:
Brand Retain:
-New items every week
-New collections every season
-Change of the style
-One brand for each stage of life Recover:
-Peer group pressure Price:
-Moderate price
-Higher than the competition Product:
-Casual Luxury
-High quality
-Casual look
-Ivy-League Placement:
-Best location
-Nightclub feeling
-Special shopping experience Promotion:
-Sex Appeal
-Masculine Feminine Appeal
-Brand Appeal How does Abercrombie and Fitch's advertising and different other advertising appeals shape the behavior of teenagers today? http://blog.lib.umn.edu/nashx218/blog_2/Blog%202%20Photo.jpg http://anf.tribe.net/photos/dabdf444-3cc3-4d54-9405-905bf5d7f3e6 Mouth to mouth propaganda -Special shopping experience
-New items
-One brand for each stage of life -Employees not treated fairly
-Discrimination against minorities
-Expanding target group
-Fund-raising activities -Competition
-Counterfeit products -Create new markets-Europe and Asia
-Open stores on every continent
-Keep their image
Full transcript