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Green Kitchen

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by

Daniel Sira

on 23 November 2013

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Transcript of Green Kitchen

Thanks!
FRAMEWORK
1. CORE STRATEGY
Business Purpose
Objectives
Internal and external Analysis
Swot Analysis
Analysis of European market
Implication for marketing strategy
2. COMPETITIVE POSITIONING
Market Target
Targeting approach
Competitive advantage
3. IMPLEMENTATION
Marketing strategy for launch
Marketing mix

CORE STRATEGY
HGSJHSGHSG
Objectives

Increase revenue and sales
Penetrate market and position Green Kitchen as an eco-efficient product
Creating a benchmark for an innovative product
Being consumer oriented in terms of sales and services
Creating eco-awareness across Europe
Business Purpose
CORE STRATEGY
Internal and external Analysis
Analysis of European market
SWOT Analysis
Dark Green:
Middle to upper class
Responsible towards planet and strong sense of community and personal pride
Purchase eco-friendly product which are effective
Offerings

Financial Services
After sales services  
Green Service
Implication for marketing strategy

A. Individual eco-friendly products from competitors B. AION by Brandt is a similar concept as Green Kitchen C. Non eco-friendly products with lower price available in the market

Analysis of European Market
Sales in more than 30 European countries
Sold 14 million products for a value of 4 billion in 2007
Whirlpool's Business in Europe contributes towards (21%) of the total turnover
Despite crisis, net sales increased 4.4% (as 2007).
European kitchen appliances grew by 2.2% in 2008 reaching €27.6 billion.
BMM 699: Marketing Management
Case of Study: Green Kitchen
Delivered by: Esperanto Syndicate Group
Forecasted expansion up to €31.7 billion in 2013
Whirlpool invested heavily on its innovations and designs to position its brand on mild modernity in the market.
Increasing demand for green alternatives in other sectors (Fashion, Food and health, design architecture)
CORE STRATEGY
COMPETITIVE
POSITIONING
Market Target
COMPETITIVE
POSITIONING
Competitive advantage
As we are competing in an existent market with a new product our competitive advantage will be based on differentiation.
Strengths
Opportunities
Matching
We will be positioning ourselves as innovative, design, customer service oriented & performance based products.

Medium Green:
Affluent young parents who believe in a better world for their children.
Age 25-40
In white collar jobs with a minimum annual income of £35,000
They buy products base on value vs price
Easy Products are preferred
COMPETITIVE
POSITIONING
Competitive advantage
Competitors
Implementation
Consumer Focus
Caring the cost for our customers
Competitive Pricing: Not being over priced as it may disturb the likelihood of potential customers considering the product.
Pull out the stops for communicating
Branding the Energy Label
Highlight Green Kitchen as the Value for money product.
Promotional adverts on Health and Safety benefits of Green Kitchen.
Online advertisements and Newsprints.
Informational Videos across all channels on TV & Websites
Sending personal emails to the existing Whirlpool customers regarding the launch of Green Kitchen
Green Studio ‘Home Interior concepts’
Taking care of the convenience of existing and potential customers to acquire the product
Retailers (Multi Brand Outlets & Exclusive Brand Outlets)
Interior Designers
Real Estate Consultants
Online Stores
Unit Sales
Market share
Customer Feedback
Customer Retention
Balance score card in terms of Customer perspective
Marketing mix+Launch
Product
Price
Promotion
Place
Pre-Launch
Launch&Monitoring
Building the Marketing Strategy
Launch
Control
Evaluation and Metrics
Intrigue
Events
Mailing list
Launch in the European Market during Winter as energy consumption is maximum
Consistent Message
?
Any Questions?
Competition
Branding relationship level
Strengths and Opportunities
Full transcript