[마케팅] Harry & David 마케팅전략(영문)
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- 2010.08.14 / 2019.12.24
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추천 연관자료
- 목차
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(1)Executive Summary
(2)Internal Analysis
(1)US Company’s SWOT
(2)Product Business Portfolio
(3)Situation Analysis
(1)STP
a.Segmenting
I.Demographic; Income / Age
II.Psychographic; lifestyle (motive / likelihood)
III.Benefit
b.Targeting
c.Positioning
(2)Competitive Analysis
4.Marketing Mixes
(1)Product Strategy
(2)Price Strategy
(3)Distribution strategy
(4)Promotion Strategy
i.Advertising
ii.Sales Promotion
- 본문내용
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I. Demographic; Income / Age
There are lots of types of people when it comes to income, because it ranges from one to another so broadly. Generally, Customers willing to buy our products must be people wealthy enough to think about health and quality of food. Discussing of people who have buying power on organic food, they are average aged from 30 to 40 and 40 to 50. Needless to say, those two separated age groups are mostly female and housewives.
So, using these two demographic descriptors, we can reach out the result that our demographic main target customer groups are the female whose financial state is ok enough to invest and think about the health of food they eat and they're aged from 30 to 40 or 40 to 50, who are mostly housewives. Therefore, we need to think about and analyze these two groups of female to sell our products to the maximum.
The young people also can find satisfaction while shopping around Harry and David, when they seek for snacks which contains fewer calories and a lot healthier, they will keep knocking the door on our company. And Gift-set may be big stimuli to attract the young to Harry and David.
II. Psychographic; lifestyle (motive / likelihood)
If we define future customers affected by lifestyle, they're the people who have high priorities for healthy and supreme quality foods. We need to focus on the necessity and importance of why customers should buy and use our products. In a word, our products’ merits are "SAFETY" and "HEALTH". And gradually let them follow so-called "Well-being" culture by eating health food. (This is mainly targeted to the segment which was mentioned when we deal with Demographic as well)
III. Benefit
What they can find and get while using our products? And what they are searching for when it comes to eating? Health is the most beneficial thing which they can get while shopping around "Harry and David". Benefit is the concept and profit every customer can think about, Benefit can occur when the young people feel satisfied with our gift set or some other light items such as Bakery and Beverage. To some extent, As long as we represent for Organic food, we can't avoid using our slogan "Health, Organic, Safe", so basically we need to put an emphasis on the people who seeks for those ingredients ("Health, Organic, Safe"). By the way, we also provide another various products (Beverage, Snacks and Gift-set); therefore it's inevitable for us to use multi-segmenting target strategies as well.
b. Targeting
Basically, our targeting should be based on concentrated targeting, because, first of all, our products are usually targeted at female housewives aged from 30 to 40, 40 to 50, and the young people willing to buy our products(beverage, gift-set, snacks). But we don't rule out other possibilities that we can deal with other segments of people and unexpected daily customers. In an attempt to attract them, we carry out multi segmenting as well such as young peoples, men and the old.
c. Positioning
Our positioning strategies are very simple, when it comes to positioning, we can't exclude the possibility of clash between us and our competitors. Luckily we only have two big rivals in the market. So we need to show and provide the customers with what they can't provide to customers. Against Reforhaus, we can show the customers a lot more various items. Against On-nature we can show the customer something brand new healthy products. And we position in to our customers like what Starbucks did. Starbucks’s image which customer has is high priced but very high-value image. We have got high priced cost but very high-valued products, so we position high-value image to our customer. Later, we will upgrade our products, and it will attract more customers and make people notice our brand mark.
(2) Competitive Analysis
Harry and David was established as organic company early in 1900 and it has 125 stores in USA. This company grasped the appropriate trend of the world and used Niche Strategy well. Nowadays, as our lives become wealthier, people no longer think food as just the means of relieving hunger. In other worlds, the perspective on food was changed into more about quality from quantity. Of course, other companies who had grasped the trend are existed before Harry and David. If we bring Harry and David in Korea, Reformhaus and On-Nature would be competitors.
Reformhaus sells only the German organic products which are guaranteed by Neuform. It means all the products passed strict process of quality products to be certificated, this company entered into Korea and opened No.1 store in Daechidong. Now, the retail stores of the company are located in Gangnam, Yeongdeungpo, Dogok and Jukjeon. Reformhaus has adapted to the Korean market so well and this company has many similarities with Harry and David. So, it seems hard for us to enter into the market at first. However, Reformhaus sells only processed goods. Also there are a few kinds of products in the compan
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