Herzlich Willkommen Markenpositionierung - Andy Schimeck

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1 Herzlich Willkommen

2 Marke klar positionieren

3 Marmot Wer wir sind.

4 1974

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6 Marmot Jarden Group Branded Consumables Consumer Solutions Outdoor Solutions Process Solutions

7 Brand Positioning

8 Brand Positioning Markenpositionierung Markennutzenversprechen Die Positionierung ist das Bestreben des Unternehmens, sein Angebot so zu gestalten, dass es im Bewusstsein des Zielkunden einen besonderen, geschätzten und vom Wettbewerber abgesetzten Platz einnimmt. (Kottler, Keller, Bliemel 2007)

9 Brand Positioning The essence of brand positioning from the company s perspective is developing key brand associations in the mindset of consumers aimed at differentiating the brand from competitors and thereby achieving the highest possible competitive advantage. This set of associations may cover physical attributes, benefits, or life-style, usage occasion, or user image among others. Thus, positioning does not refer to what is done with the product itself, but what is done with the product in the mind of the consumer that is how consumers perceive, think, and feel about a brand relative to competitive entries. (Ries and Trout, 1986).

10 Brand Positioning

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12 System of Communication Clear Communication Clear Brand Image Target Groups Retailer/Consumer Purchase Process High Recall of the brand

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14 There Are 5 Ways To Differentiate Ourselves From Competitors: Product Design Technology Brand Image Customer Experience Brand Positioning

15 Marmot Wichtige Faktoren zur Markenpositionierung

16 Marmot Mission Inspire people to seek and find life s signature moments.

17 Marmot Vision To design, produce, and deliver the highest quality, most technically innovative, and distinctive outdoor clothing and equipment in the world.

18 Marmot s Core Values are supporting our Mission People Product Planet

19 Marmot People Schaffung von menschenwürdigen und fairen Arbeitsbe dingungen, Unterstützung sozialer Einrichtungen, Förderung einer multikulturellen Unternehmensanschauung.

20 Marmot Product Das Versprechen, hochwertigste Outdoor-Ausrüstung herzustellen, die den Anforderungen von Outdoor- Enthusiasten und Expeditions-Profis gerecht wird.

21 Marmot Planet Stetige Schritte zu nachhaltigen und umweltfreundlichen Produkten sowie einem globalökologischen Bewusstsein.

22 Marmot Athleten

23 PEOPLE / PRODUCT / PLANET TM Marketing ist der Prozess von Planung und Umsetzung der Entwicklung, Preissetzung, Kommunikation und Distribution von Ideen, Gütern und Dienstleistungen zur Ermöglichung von Austauschprozessen, die die individuellen und organisationsbezogenen Zielsetzungen erfüllen. (Heribert Meffert 1985) PRODUCT / PLACE / PRICING / PROMOTION

24 PRODUCT / PLACE / PRICING / PROMOTION Quality Sales Channels List Price Advertising Design Markt Penetration Discounts Field Marketing Innovation Assortment Payment Public Relations Branding Supply Mangement Cash Management Brand Strategy Packaging Stockkeeping Margin Contribu. Market Research Warranty Transport Controlling Service Policy M A R K E T

25 Marmot s Key Marketing Targets > Create a sustainable, positive & unique image > Build a continuous growing community > Reach a broader customer base > Increase brand awareness to increase our market share! Marketing is managing profitable customer relationships (Kotler)

26 Marketing Overview Image Campaign What gives you life? Facebook YouTube Print Ads& POS PRO Stories Other Marketing Activities PR Review Newsletter Events Marmot PRO Team Retail Marketing (POS)

27 Image Campaign What gives you life? Aims of the campaign: > Increasing brand awareness > Communicating an authentic, emotionalized brand image > Activate and involve customers and fans Communication Channels: > Online: Facebook, YouTube, Microsites > Print: Ads, press releases, editorials > Newsletter

28 Image Campaign PRO Stories Making Marmot more accessible (who we are) à S15 Athletes: Nina Schlesener, Stefan Glowacz Communication Channels Microsites = Landing page for the whole campaign à Video clips, story, favorite products, Newsletter & S15 catalog (online & print) YouTube video clips Print Ads Other channels e.g. SportScheck Pro Shop, Editorials in Magazines

29 Image Campaign Print & POS

30 Competition is one of the society s most powerful forces for making things better (Porter) Change is unavoidable, but it s up to us to determine its content and direction (Indira Gandhi) People change what they do less because they are given analysis that shifts their thinking than because they are shown a truth that influences their feelings (Kotter) Even with past success we continuously need to improve and to develop a strategy that will lead us to sustainable competitive advantage and can be effectively implemented. (Reading) One thing is clear. Even if you re on the right track you ll get run over if you just sit there. (Sir Allan Sheppart)

31 Herzlichen Dank