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B&BW-MKT301 Project

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by

Latifa Ah

on 27 December 2015

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Transcript of B&BW-MKT301 Project

Outlines: History of Bath& Body Works
Competitors
Marketing Strategy
Segmentation & Targeting
Positioning & Differentiation
The Saudi Consumers Behavior
Conclusion
Survey results History of Bath &Body Works Bath and Body Works is owned by the Limited Brands Company. Main Competitors of Bath& Body Works The Body Shop International PLC
The Estée Lauder Companies Inc
Sephora USA, Inc
Zohour Al Reef
Nectar The Marketing Strategy of B&B Works Segmentation: -The Income segmentation:
focuses on the holidays, sales, and the release of new products that are cheaper than their competitors as the view of its customers. -The Behavioral Segmentation:
uses online marketing.
sends information to previous in-store customers or to those who voluntarily sign up online for coupons and special offers. -The Benefit segmentation:
exploring an industry trend of "ethical skin care". The Marketing Strategy of B&B Works Targeting: 1. Women ages 18-24 with a household income of at least 50,000 SR, without children, and have some post-secondary education.

2. Women ages 25-54 with a household income of at least 75,000 SR, with children, and employed in white-collar positions. It was established in 1990 in New Albany, Ohio In 2006, the company began releasing a seasonal catalog and created a website, as well as premiered its first television commercial. In 2010 the company launched their first stores overseas, in Kuwait through the pre-eminent franchise M.H. Alshaya and more store openings in the Middle East are forthcoming. The Marketing Strategy of B&B Works Positioning: B&B Works has been known by its offers and low prices. For example, almost five items form Bath & Body cost only 200 SR.
It has also been known by its constantly new products.
Customers' gifts. The Marketing Strategy of B&B Works Differentiation B&B Works has a variety of products with attractive names ,amazing scents, and design; which makes it unique among its competitors. The most factors that make B&B Works different from its competitors are the prices and services they provide. The Behavior of B&B Works Consumers in K.S.A •Social Factors: Most people knew Bath and Body Works either from a friend or from a family member. Consumers are forming a Buzz Marketing on their own without noticing. Consumers are active on the social media, they keep sharing what they like and love with their friends through Twitter, Facebook and Instagram. The Behavior of B&B Works Consumers in
K.S.A Personal and Psychological Factors: Consumers in KSA have different social classes, from upper class to lower class. But, they are all attracted to low and affordable products, not just affordable, but convenient in the product itself and the quality along with the price. Consumers in KSA are always attracted to new products, they always want to know more about these products, experience these products, and see how will these new products fit in their lifestyle?. Conclusion Survey results: Thank You ~^^ By:

Israa Mukhtar
Hadeel Al-Shammari
Hilalah Feda
Latifa BaNasser
Sarah Alqarni
Tala Mando
Full transcript