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Wincote International
14
Doesn’t fit well; warm in winter, but not fashionable (black is a dull color)
Men's Jacket
The simple model with high quality and feel comfortable to wear.
The colour is black, brown, grey, and blue.
Women's Jacket
Differentiate the model of women’s jacket and men’s jacket
Product
Follow the latest fashion trends with little modification which becomes our identity.
Women's jacket has more varians color
To continue using the existing promotion and add promotion through social media and the internet.
A new slogan: "Comfort and style".
Promotion
In a long term:
to build the own store.
Place
Sell the products in sport shop that have more visitors.
Price
The current price is proper.
Future strategy:
To differentiate the price of men's and women's jacket.
Comparison of the price of Wincote XWS with four other top-selling outdoor jackets
CHARTS
Market share of outdoor jacket brands
Main problems
Wincote
international
Lack of diversity and style - only 2 colours
Only 2 sizes
Delivery problems
Target
Relaunching
$110
PROMOTION full page advertisements in magazines. Half-page advertisements in newspaper, posters and point-of-sale advertisements. Product demonstrations at exhibitions.
"A jackets for all seasons"
PRODUCT two-layer jacket is for men and women. It is a versatile, all-weather garment. Have medium and large sizes. Black colour for men and women, and red colour for women only.
Has a removable hood, 14 pockets, and a wide zipper down the centre
PLACE outdoors-product stores (e.g. camping-equipment shops), sports-goods outlets and upmarket department stores.
Background
- Wincote International is an outdoor-products company based in Colorado, US.
- Eighteen month ago it launched a new model of jackets for men and women - Wincote XWS.
- The clothes were aimed at mountaineers, hikers, snowboarders,
and anyone participating in extreme sports or outdoor activities.
Good for cold weather but not good for summer
- Following the product launched,
the jacket fell below its sales target
Perfect for canoeing and snowboarding; zip is awful; hood difficult to fold; jacket too bulky to pack nearly
The look is good but it was hard to find; good for winter, not good for summer
Customers' feedbacks