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s

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fernanda Lopez aguado

on 23 March 2015

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Transcript of s

Consumer Behaviour
STP
PEST
Factors influencing consumer behavior
SWOT
Strengths
Weaknesses
Threats
Opportunities
Strengths
Weaknesses
Threats
Opportunities
Segmentation
Targeting
Positioning
Types of buying behaviour
Buyer decision process
Price
Product
Place
Push and Pull Strategy
Promotion
References
SWOT
Teenagers & young adults
Cool and different
Seek for rebellion, history and reputation
Associated to glam, rock, punk and grunge culture
Free thinkers
Individualistic (31)

''Expressive''
''Fashionistas''
Writers, painters, musicians, fashion designers (34)
Seek for design, high quality (33)
Be unique (33)
Style leaders (34)
''Don't follow general trends'' (34)
Alternative (31)

Iconic and timeless brand for the youth culture being fashionable and different (31)
*Differentiate Marketing Strategy
*Customized Marketing Strategy
Construction and outdoor workers
Need strong durable boot
Daily usage
Investing on footwear should be worth it
Seek for durability, lasting and strong footwear
Not mainly affluent consumers (27)
Young consumers aged 18 - 40
Adventure and outdoor experience
Seek for durability, comfort and convenience footwear
Recreational Consumers = income is better (27)
Young urban female
Aged 18 - 30
Seek for fashion, trends, quality, design
Income Higher (27)
Workers
Outdoor Enthusiasts
Fashionistas
''Doing Well and Doing Good''
Premium and professional worldwide brand popular for its outstanding quality and durability with an exceptional authenticity and environmental commitment (30) (35)
Value – price strategy
Image price strategy
Cost plus price strategy
Psychological price strategy
Promotion mix used by Timberland and Dr Martens:
Internet or newspaper
Promotion
Lower prices during sales
Public relations
Promotional objectives:
To build awareness
Create interest
Stimulate demand
Reinforce the brand
Media strategy
Social network services
Television/video-sharing website
Newspapers
Sponsorship
Profile Criteria
Timberland
Television
Advertisement
Prices showed in a picture
Timberland
Timberland: Festivals: Green Apple, Mountain film and Wanderlust
Dr Martens: 'National Youth Theatre’s Summer Season’


Slogans
Make it better.
Timberland. Don't Wear It. Use It.
Stand for individuality
Stand for something
Dr Martens
Dr. Martens
Segmentation
Psychological Criteria
Timberland
Dr. Martens
Positioning Map
High
Quality
Low
Poor
Good
Price
CULTURAL
SOCIAL
PERSONAL
PSYCHOLOGICAL
Workers
Outdoors enthusiasts
Fashionistas (41)
Rebellious
Individualistic
Expressive (42)

PERSONALITY
FAMILY/FRIENDS
MOTIVATION
Being different
Being cool
Part of another social world
(42)
Variety-seeking buying behavior: The consumer buy without much evaluation, and evaluates it during consumption. Brand switching occurs for the seek of variety rather than satisfaction. (43)
1. 60% UK people prefer spending a day out. They need proper clothes (general) (44)
2. People look brands by social medias (friends, facebook/twitter, advertisements)
3. Evaluate the brands which specialize in outdoor clothes
4. Purchase the product and evaluate it during consumption
5. Decides to become a loyal customer or not
"High quality air-cushioned leather footwear" (42)
"Elements that provide texture and completeness and fills in the picture by adding details that help portray what the brand strands for" (42)
"Quality footwear, clothing and accessories" (44)
Political
Cheap labour during manufacturing product – unfair treatment for the workers e.g. Child labour (1)
Developed countries are not able to compete with low-cost bases in other countries (e.g. India) (2)
EU’s legislation gives minimum wage in order to protect the workers (3)
Foreign Direct Investment Policies. Few foreign countries have policies in place that prohibit full ownership of retail stores (4)
Economical
Tax system (international)
(5)

Inflation of the UK
(6)

Growth of the shoe industry (7)
Increase in the shipping costs of raw materials and company resources
Social
Quality over price is valued in the footwear industry (4)
Fashion taste changes
Consumer attitudes and opinions
‘Role models’ e.g. Lady gaga (8)
Famous fashion shows e.g. Paris fashion week
(9)

Technological
Social media e.g. Facebook, twitter etc.
Development of technology: Productivity
Global communications, trades (10)
The use of animal skin
(11)

Seasonal product
1. Daily Mail. (2014). Nike workers 'kicked, slapped and verbally abused' at factories making Converse Available at: <http://www.dailymail.co.uk/news/article-2014325/Nike-workers-kicked-slapped-verbally-abused-factories-making-Converse-line-Indonesia.html>
2. Key Note. (2001).UK Clothing & Footwear. Available at: <http://www.just-style.com/store/samples/39819.pdf>
3. Legislation. (n.d.). Employment Rights Act 1996. Available at: <http://www.legislation.gov.uk/ukpga/1996/18/contents >
4. Athletic footwear. (n.d.). Athletic footwear. Availablt at: <https://sites.google.com/site/athleticfootwearwsbe/introduction/pest-analysis>
5. BBC News. (2014). Which country has the highest tax rate. Available at: <http://www.bbc.co.uk/news/magazine-26327114>
6. BBC News. (2014). Economy tracker: Inflation. Avalable at: <http://www.bbc.co.uk/news/10612209>
7. Mintel. (2013). Footwear Retailing - UK - July 2013. Availble at: <http://store.mintel.com/footwear-retailing-uk-july-2013>
8. Grazia. (2014). Lady Gaga Style - Best Dresses & Outfits. Available at: <http://www.graziadaily.co.uk/fashion/people/Lady-Gaga>
9. Dhar, Nabanita. (2014). Top 10 famous fashion shows of the world. Availble at: <http://topyaps.com/top-10-famous-fashion-shows-of-the-world>
10.Pettinger, Tejvan. (2012). Economics of Globalisation. Available at: < http://www.economicshelp.org/trade/globalisation/>
11. PETA. (2014.) Leather: Animals Abused And Killed for Their Skins. Available at: <http://www.peta.org/issues/animals-used-for-clothing/animals-used-clothing-factsheets/leather-animals-abused-killed-skins/>
12. Icon. (2014). Timberland. Available at: <http://www.timberlandonline.co.uk/en/icon/>
13. The Guairdian. (2013). Timberland: 40 years of the yellow boot. Available at: < http://www.theguardian.com/fashion/2013/apr/16/timberland-40-years-yellow-boot>
14. Responsibility. (2014). Timberland. Available at: <http://responsibility.timberland.com/>
Strong retail presence in USA, UK and Canada

CSR (Cooperate Social Responsibilities) activities and ecological preservation
(14)
Scientific technology – good credibility for harsh weathers (13)

The brand has struggled to leverage on its financial position to expand its operations globally (16)
In transition state after merged with VF corporation (17)

Timberland relies on sales overseas in Europe and Asia. As the strength of the U.S. dollars grows or weakens, this will affect international sales revenue.
(18)
Faces fragmentation in the outdoor-wear segment

Many other brands offer similar product – identifiability issue e.g. L.L. Bean etc. (19)
Change in consumer lifestyles/patterns
Price war between competitors
Expand its exclusive retail operations to new market outside US and UK

Look for sponsors – outdoor sports organisation

Good brand image - celebrities
(15)
CULTURE
India (36)(37)
South Africa (38)
Asia (39)
Europe
Africa
North America
Asia (40)
Push
Pull
Designed packaging
TV advertisements
& Videos
Social media
Sales promotion
Only on www.bbcicecream.com
Exclusive
/limited
products
New products for new markets
Worn and endorsed by Musicians
(20)
Showcases / Events
15. Prescod, Danielle. (2014). Timberland are the new Bikenstocks. Elle. Available at: <http://www.elle.com/fashion/trend-reports/timberlands-fashion-birkenstock#slide-1>
16. http://www.mbaskool.com/brandguide/lifestyle-and-retail/3794-timberland.html
17. MBA Skool. (n.d.) Timberland. Available at: <http://www.vfc.com/news/press-releases?nws_id=A59704D6-E939-704E-E043-A740E3EA704E>
18. Lutzenberger, Tom. (n.d.). Timberland SWOT Analysis. Available at: <http://www.ehow.com/about_6002970_timberland-swot-analysis.html>
19. Hoovers. (n.d.). Timberland LLC Competition. Available at: <http://www.hoovers.com/company-information/cs/competition.Timberland_LLC.d4e910ce9844adcb.html>
20. Heels Blog. (n.d.). Celebs Rockin’ the Docs… Dr. Martens that is!. Available at: <http://high.heels.com/celebs-rockin-the-docs-dr-martens-that-is/>
21. Originals. (2014). Dr Martens. Available at: <http://www.drmartens.com/uk/c/Originals>
22. UTS Library. (2012). Evolving Dr Martens Heart and Sole. Available at: http://www.lib.uts.edu.au/gta/14208/evolving-dr-martens-heart-and-sole>
23. Wenyong. (2013). Dr Martens SWOT analysis. Available at: <http://wenyong-fyp.blogspot.co.uk/2013/12/chapter-7-swot-analysis.html>
24. Dunn, Samantha., Langberg, Eric. and Schreiber, Matthew. (2013). High Fashion with an Edge. Available at: http://matthewschreiber.files.wordpress.com/2013/01/assignment6-final-project.doc
25. Fulham, Luke. (2012). Doc Martens Case Study. Available at: https://prezi.com/7fjlipoedkda/doc-martens-case-study/>
All websites above (from 1 to 25) are last visited on 6th December 2014
Strong brand: from 1960s
Out standng product i.e. the yellow boot
(12)
Icon for the brand e.g. 1460, 1914 etc.
(21)
Dr Martens
Dr Martens at 50: The Making of Icon Exhibition 2010
#Standforsomething Tour
London Collections:Men - Crafted by Dr. Martens Showcase
Market Strategy: introduced Freedom.
Wide range of internet market
(22)(25)
High cost structure
Over pricing?? (23)
Timberland
Sundance Film Festival Style Night Out
02/11/2014
SoHo Event - 17/10/2014
Fashion's Night Out 2014
Increase in competition from other brands (24)
Price war between competitors
Official websites
Ownership - retailers:
Geographical area: both target
Europe, Asia, Northern America
Independent retailers
department stores - eg: Schuh, Office
online retailers - eg very.co
New competitors entering the market and/or similar products but cheaper price
Change in consumer lifestyles and taste
New product for new market
Manufactured in China - Chinese market chance? (25)
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(70)
(68)
(71)
(72)
(72)
(72)
(73)
(74)
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(76)
(77)
(78)
(50)
(51)
(52)
(53)
(54)
(55)
(84)
(89)
(66)
(67)
(77)
(78)
(90)
(80)
(88)
(91)
(92)
(93)
(94)
(95)
(45)
(46)
(47)
(48)
(49)
(50)
(55)
(54)
(53)
(51)
(56)
(60)
(59)
(57)
Video demonstrations
36. Luxury & Lifestyle Raconteuse : Naina.co's Photography Blog, (2010). Timberland Launch : John Abraham #EyesForFashion | Naina.co | La Raconteuse Visuelle | La Raconteuse Visuelle for Luxury Brands : Naina.co's Photography Blog. [online] Available at: http://www.naina.co/photography/2010/09/timberland-launch-john-abraham/ [Accessed 4 Dec. 2014].
37. Indiaprwire.com, (2014). Timberland Opens Its First Store In South India - Premium outdoor brand now in Chennai. [online] Available at: http://www.indiaprwire.com/pressrelease/fashion/2011022178452.htm [Accessed 4 Dec. 2014].
38. Moorad, Z. (2014). Timberland uses SA base for African expansion. [online] Business Day Live. Available at: http://www.bdlive.co.za/business/retail/2013/12/09/timberland-uses-sa-base-for-african-expansion [Accessed 4 Dec. 2014].
39. Smith, R. (2014). Retail: Just a new experience...or a retail revolution? - FashionNetAsia.com. [online] Fashionnetasia.com. Available at: http://www.fashionnetasia.com/en/BusinessResources/3758/Retail_Just_a_new_experience_or_a_retail_revolution_.html [Accessed 4 Dec. 2014].
40. Drmartens.com, (2014). Store Locator | Official Dr Martens Store - US. [online] Available at: http://www.drmartens.com/us/store-locator [Accessed 4 Dec. 2014].
41. Indurti, M. (2014). TImberland Marketing Plan. [online] Scribd.com. Available at: http://www.scribd.com/doc/136623025/TImberland-Marketing-Plan [Accessed 4 Dec. 2014].
42. Pärnpuu, T. (2014). Admission assignment BA 2013. [online] Issuu. Available at: http://issuu.com/triinparnpuu/docs/admission_assignment-triin_p__rnpuu [Accessed 4 Dec. 2014].
43. Perreau, F. (2013). The 4 factors influencing consumer behavior. [online] Theconsumerfactor.com. Available at: http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/ [Accessed 5 Dec. 2014].
44. Google.co.uk, (2014). [online] Available at: http://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CCcQFjAB&url=http%3A%2F%2Fwww.ons.gov.uk%2Fons%2Frel%2Fsocial-trends-rd%2Fsocial-trends%2Fsocial-trends-41%2Flifestyles-chapter.pdf&ei=_zx6VJTIDOLB7AaEs4DQBw&usg=AFQjCNFH5CDKBOnxDPwNCOH9h6MmIw3-nQ&bvm=bv.80642063,d.bGQ [Accessed 3 Dec. 2014].
Contests
(58)
(61)
(62)
(65)
(64)
(63)
45. Learn Marketing. The Marketing Mix.
[Online] Available at:
http://www.learnmarketing.net/price.htm
[Accessed 06 December 2014].

46. Marketing Teacher (2014). Pricing Strategies.
[Online] Available at:
http://www.marketingteacher.com/pricing-strategies/
[Accessed 06 December 2014].

47. Tutor2u (2012). Pricing – Pricing Strategies.
[Online] Available at:
http://www.tutor2u.net/business/gcse/marketing_pricing_strategies.htm
[Accessed 06 December 2014].

48. Investopedia. Value – Based Pricing.
[Online] Available at:
http://www.investopedia.com/terms/v/valuebasedpricing.asp
[Accessed 06 December 2014].

49. Computerworld (2000). Value – Based Pricing.
[Online] Available at:
http://www.computerworld.com/article/2593642/it-management/value-based-pricing.html
[Accessed 06 December 2014].

66. Business Dictionary. Promotion Mix.
[Online] Available at:
http://www.businessdictionary.com/definition/promotion-mix.html
[Accessed 06 December 2014].

67. Weebly. Promotion and Promotional Mix.
[Online] Available at:
http://lam09.weebly.com/5-parts-of-promotional-mix.html
[Accessed 06 December 2014].

68. MyFashionDatebase (2012). Fall/Winter 2012 Timberland.
[Online] Available at:
https://www.myfdb.com/campaigns/16538-timberland-ad-campaign-fall-winter-2012
[Accessed 06 December 2014].

71. Ad Appreciation (2012). Dr. Martens‘ #firstandforever.
[Online] Available at:
https://adappreciation.wordpress.com/2012/03/07/ad-breakdown-dr-martens-firstandforever/
[Accessed 07 December 2014].

72. Timberland (2014). Sales.
[Online] Available at:
http://www.timberlandonline.co.uk/en/search?q=sales
[Accessed 06 December 2014].

73. Dr Martens (2014). Sales.
[Online] Available at:
http://www.drmartens.com/uk/c/Sale
[Accessed 06 December 2014].

75. YIN&YANG (2010). Dr. Martens’s 50th Anniversary campaign.
[Online] Available at:
http://blog.yinnyang.co.uk/tag/sneakers/page/16/
[Accessed 07 December 2014].

74. Reddit (2013) Male fashion advise.
[Online] Available at:
http://www.reddit.com/r/malefashionadvice/comments/1rkiy9/how_many_pairs_of_jeans_do_you_own/
[Accessed 07 December 2014].

76. Style Bubble (2010). Beauty of Torture.
[Online] Available at:
http://www.stylebubble.co.uk/style_bubble/category/its-all-history/page/32
[Accessed 07 December 2014].

77. Facebook (2014). Timberland.
[Online] Available at:
https://www.facebook.com/timberland?fref=ts
[Accessed 06 December 2014].

78. Facebook (2014). Dr Martens Thailand.
[Online] Available at:
https://www.facebook.com/Dr.MartensAirwairThailand?fref=ts
[Accessed 06 December 2014].

79. KnowThis.com (2014). Types of Promotion Objectives.
[Online] Available at:
http://www.knowthis.com/promotion-decisions/types-of-promotion-objectives
[Accessed 06 December 2014].

80. Twitter (2014). Dr Martens (@drmartens) on Twitter.
[Online] Available at:
https://twitter.com/drmartens
[Accessed 06 December 2014].

81. voodooChilli (2014). Dr Marten Boot 3D Visual & Animation.
[Online] Available at:
http://www.voodoochilli.net/artwork/3d-graphics/dr-marten-boot-3d-visual--animation/
[Accessed 07 December 2014].

82. AOTW (2010). Advertisement of the brand Timberland
[Online] Available at:
http://adsoftheworld.com/forum/52971
[Accessed 07 December 2014].

83. Telegraph (2014).
[Online] Available at:
http://ris.fashion.telegraph.co.uk/RichImageService.svc/imagecontent/1/TMG9187790/k/dms_2198141a.jpg
[Accessed 06 December 2014].

84. Social Media Examiner (2014). 8 Essential Elements of a Social Media Marketing Strategy.
[Online] Available at:
http://www.socialmediaexaminer.com/essential-elements-social-media-marketing-strategy/
[Accessed 07 December 2014].

85. Twitter (2014). Timberland.
[Online] Available at:
https://twitter.com/Timberland
[Accessed 07 December 2014].

86. Instagram (2014) Timberland.
[Online] Available at:
http://instagram.com/timberland
[Accessed 07 December 2014].

87. Instagram (2014) Dr Martens.
[Online] Available at:
http://instagram.com/drmartensofficial
[Accessed 07 December 2014].

88. Bloomberg. Timberland Announces Sponsorship of Green Apple Festival.
[Online] Available at:
http://www.bloomberg.com/apps/news?pid=newsarchive&sid=auV4TrDSgiFg
[Accessed 06 December 2014].

89. Outdoor USA Magazine (2012). Timberland Sponsours Sustainable Festivals.
[Online] Available at:
http://www.odrmag.com/events/1506-timberland-sponsors-sustainable-festivals-this-summer.html
[Accessed 06 December 2014].

90. Business Case Studies (2014). Building a fashionable brand image A Dr Martens case study Sponsorship.
[Online] Available at:
http://businesscasestudies.co.uk/dr-martens/building-a-fashionable-brand-image/sponsorship.html#axzz3Klidhblz
[Accessed 06 December 2014].

91. Timberland (2014). Timberland – Men’s – Footwear.
[Online] Available at:
http://shop.timberland.com/family/index.jsp?categoryId=4032168
[Accessed 06 December 2014].

92. Behance (2014). Dr Martens #StandForSomething Campaign.
[Online] Available at:
https://www.behance.net/gallery/13210873/Dr-Martens-StandForSomething-Campaign
[Accessed 06 December 2014].

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Google Maps
Production video
50. Dr Martens [online]< http://www.drmartens.com/> (Accessed 07 December 2014)
51. Timberland [online]< http://www.timberlandonline.co.uk/>(Accessed 07 December 2014)
52. MarketingMO (N.D) [online] MarketingMO. Available from: <http://www.marketingmo.com/strategic-planning/how-to-develop-your-distribution-channels/> (Accessed 07 December 2014)
53. Timberland Store Locator [online] Available from: <http://www.timberlandonline.co.uk/en/stores?dwcont=C1032789126 >Accessed 07 December 2014)
54. Schuh[online] Available from:< http://www.schuh.co.uk/brands/> (Accessed 07 December 2014)
55. Office [online] Available from:< http://www.office.co.uk/brand >(Accessed 07 December 2014)
56. Very.co [online] <http://www.very.co.uk/brand-store.page?end=1589> (Accessed 07 December 2014)
57. Anonymus, (n.d.) Push and Pull Marketing Strategies [Online] Marketing Made Me Simple. Available from:< http://www.marketing-made-simple.com/articles/push-pull-strategy.htm#.VIYwrDGsWFl> (Accessed 07 December 2014)
58. Anonymus, (2013) The Push and Pull product distribution model [online] Smart Insights. Available from:<http://www.smartinsights.com/marketing-planning/marketing-models/push-pull-product-distribution-model/ >(Accessed 07 December 2014)
59. Timberland. [online] Facebook. Available from< https://www.facebook.com/timberland?fref=ts >(Accessed 07 December 2014)
60. Vogue. Fashion’s Night Out. Available from: <http://www.vogue.co.uk/special-events/fashions-night-out>(Accessed 07 December 2014)
61. Luu. P(2010) Dr Martens celebrates 50th anniversary. [online] The Telegraphh.co.uk. Available from: <http://fashion.telegraph.co.uk/article/TMG7412733/Dr-Martens-celebrates-50th-anniversary.html > (Accessed 07 December 2014)
62. Stand For Something Tour [online] Dr Martens. Available from<http://www.drmartens.com/uk/uk-tour> (Accessed 07 December 2014)
63. Bonafide Supernove (2031) [online] Available from:<http://www.bonafide-supernova.com/2013/02/london-collections-men-dr-martens-colllection-preview/> (Accessed 07 December 2014)
64. Espinoza, J (2014) Exclusive: The New 6-Inch Bee Line x Timberland Boots Have a Release Date.[online]Complex. Available from:< http://uk.complex.com/style/2014/10/everything-you-need-to-know-about-bbc-bee-line-timberland-boots >(Accessed 07 December 2014)
65. Hose, C. (no date), Top Ten Promotional Strategies.[online] Chron<http://smallbusiness.chron.com/top-ten-promotional-strategies-10193.html> (Accessed 07 December 2014)
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Group Members
Lucy Brown w1524816
Martyna Wieczorek w1499020
Fernanda Lopez w1515791
Natasa Sos w1496997
Margareth Reyes w1453630

Seminar Leader
Unvan Atas

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