MARKETING MANAGEMENT – 24.12.

2013
JASPER SCHWENZOW
 Structure
1 Our company
1. Our company 1.1 characteristics
1.2 challenges
2. Market analysis 2 Market analysis
3. Strategy 2.1 SWOT
2.2 Competitors
4. Implementation 2.3 Turkish vs European market
5. Finance 3 Strategy
3.1 Targeting
6. Evaluation 3.2 Positioning
7. Monitoring 4 Implementation
4.1-4 4Ps
8. Sources 5 Finance
5.1 Input
5.2 Output
6 Evaluation
7 Monitoring
8 Sources
 Our company – characteristics
Name: Jack Wolfskin GmbH & Co. KGaA
1. Our company
1.1 characteristics Foundation: 1981 in Frankfurt, Germany
1.2 the challenge
CEO: Michael Rupp
2. Market analysis
3. Strategy Products: Outdoor-, sport-, leisure-,
4. Implementation travelling clothing & equipment
5. Finance
Sales: 355 Mio. EUR (2011)
6. Evaluation
7. Monitoring Stores: EU 319, Asia 512, Turkey 1
8. Sources Employees: ca. 700 (2013)
Slogan: „At home outdoors“
 Our company – the challenge

1. Our company
1.1 characteristics
1.2 the challenge
1. Enhance performance in Turkey
2. Market analysis
3. Strategy
4. Implementation 2. Finding a new suitable marketing strategy,
5. Finance
6. Evaluation
a new way to market Jack Wolfskin in
7. Monitoring Turkey and the Middle-East
8. Sources
 SWOT – Internal Turkey
1. Our company
Strong brand in Europe
2. Market analysis
2.1 SWOT Valuable technology patents
2.2 Competition
Family friendly product range
2.3 Turkey vs EU
3. Strategy Competitive prices
4. Implementation
5. Finance
Less known out of Europe
6. Evaluation not associated with good looks
7. Monitoring Disappointing sales in 2012
8. Sources
Low number of Selling points
Weak social media performance
 SWOT – External Turkey
1. Our company Recent experience with international marketing
2. Market analysis Wilderness-chic proven successful
2.1 SWOT
2.2 Competition
Growing, young population
2.3 Turkey vs EU Growing mobility
3. Strategy Low direct competition
4. Implementation
5. Finance Fake products
6. Evaluation Higher price sensitivity
7. Monitoring
Adidas & Nike compatible products
8. Sources
Less outdoor fascination
 SWOT – Summary
STRENGTH WEAKNESS
1. Our company
2. Market analysis
2.1 SWOT
• Strong brand in Europe • Less known out of Europe
2.2 Competition • Competitive prices • Not associated with good
2.3 Turkey vs EU looks
3. Strategy
4. Implementation
5. Finance • Growing, young population • Less outdoor fascination
6. Evaluation • Growing mobility
7. Monitoring
8. Sources

OPPORTUNITIES THREATS
 Competition
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
 Turkish vs. European market
1. Our company
2. Market analysis
2.1 SWOT Turkish market European market
2.2 Competition
2.3 Turkey vs EU Younger Older
3. Strategy
4. Implementation
Fascinated by Fascinated by “True
5. Finance Europe/America Wildernesss”
6. Evaluation
Purchasing Power lower Purchasing Power higher
7. Monitoring
8. Sources Less interest in outdoor Higher interest in outdoor
activity activity
Fierce competition
 Strategy – target market
1. Our company
• 16-40 years old
2. Market analysis • Middle income
3. Strategy
3.1 Target market • characteristics
3.2 Positioning
4. Implementation – High technology affinity
5. Finance – Usage of social media
6. Evaluation
7. Monitoring
– Educated
8. Sources – High mobility
– Environmental consciousness
 Strategy – target market
1. Our company
2. Market analysis • 36.2 (Million people 16-40 years old) * 0.21
3. Strategy
3.1 Target market (study quota in 2009) = 7.6
• 19.1 Million Internet users in this age range
3.2 Positioning
4. Implementation
5. Finance • 7 Million facebook users that study or
6. Evaluation
7. Monitoring graduated
8. Sources

≈> 7 M potential consumers

 Strategy – Postioning
1. Our company
2. Market analysis
3. Strategy
Central message
3.1 Target market
3.2 Positioning Jack Wolfskin dresses you – for
4. Implementation
5. Finance
going anywhere, anytime!
6. Evaluation
7. Monitoring
8. Sources Create new line
Jack Wolfskin – 4Seasons
 Strategy – Positioning
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring What’s the perspective?
8. Sources – if it proves successful in Turkey it can be applied in
domestic markets
– it may meet the threat of new competition by adidas / nike
in a direct way
 Strategy – Positioning
REGULAR CLOTHING
1. Our company
Zara, H&M, Hugo Boss…
2. Market analysis
3. Strategy Consciousness
3.1 Target market Functionality
3.2 Positioning
4. Implementation
Quality Jack
5. Finance Wolfskin –
6. Evaluation 4Seasons Youth
7. Monitoring Regular Use
8. Sources General Mobility
OUTDOOR CLOTHING
Columbia, Vaude, TheNorthFace…
 Strategy – Positioning
1. Our company
2. Market analysis
Feature Classical 4 seasons
3. Strategy Main Target age 25-55 16-40
3.1 Target market
3.2 Positioning Target income level High Middle
4. Implementation Slogan “At home outdoors” “Dressed for going
5. Finance anywhere, anytime”
6. Evaluation
7. Monitoring Product focus Ultimate quality & Quality & looks
8. Sources functionality
Spirit Wilderness Travelling
 Product
• 4 season collection (slightly altered regular product
1. Our company
range)
2. Market analysis
3. Strategy • High quality supported by warranty
4. Implementation • Fashionable & functional clothes
4.1 Product
4.2 IMC • Opportunity to combine different functions of the
4.3 Price policy
4.4 Distribution
clothes
5. Finance • Social and ecological responsibility
6. Evaluation
7. Monitoring
8. Sources
 IMC – data
• Internet users: 45.7% of the Turkish population
1. Our company
• Facebook is the most visited site
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring • 16.6% of internet user in Turkey use twitter
8. Sources
• 10.2 hours spent on social networkng
 IMC – strategy
• Advertising through the internet and social media (no
1. Our company TV, radio)
2. Market analysis – Collection of travel experiences
3. Strategy – Organize contests
4. Implementation – Focus on facebook
4.1 Product
4.2 IMC
4.3 Price policy • Sponsoring events and sportsmen/-women
4.4 Distribution
5. Finance
• Travelling events („Explore Turkey with Jack
6. Evaluation
Wolfskin 4S“)
7. Monitoring
– Finding partners (travel agencies, sports clubs)
8. Sources
– Promotion stands at airports
 Price – Comparison
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring The North Face Jack Wolfskin Columbia
8. Sources 589.- ₺ 369.- ₺ 599.- ₺
 Price
1. Our company • Keep prices steady compared to
2. Market analysis
3. Strategy regular line
4. Implementation
4.1 Product – Jacket: 300 ₺
4.2 IMC
4.3 Price policy
4.4 Distribution
– Trousers: 200 ₺
5. Finance
6. Evaluation
– Bag: 150 ₺
7. Monitoring
8. Sources
 Distribution
1. Our company • Increase number of franchise
2. Market analysis
3. Strategy shops from 1 to 10
4. Implementation
4.1 Product
4.2 IMC
• Strong support of internet
4.3 Price policy
4.4 Distribution
platform (connection to
5. Finance
6. Evaluation
facebook)
7. Monitoring
8. Sources
 Finance - input
• Estimated costs per year
1. Our company
2. Market analysis
– Internet Marketing
• Administration Homepage + 50,000
3. Strategy
• Facebook Marketing + 400,000
4. Implementation
• SEO
5. Finance + 2,000
5.1 Input – Sponsoring events + 300,000
5.2 Output
– Store building (Franchise) +0
6. Evaluation
– Travelling events +300,000 (?)
7. Monitoring
8. Sources – Designing cost 50,000 (?)
_________
= 1,102,000 ₺
 Finance - output
1. Our company
Calculation:
2. Market analysis 82 𝑀
- Profit margin: = 29.1%
3. Strategy 281.5 𝑀
4. Implementation
5. Finance
- Sales increase by 9,750,000 ₺
5.1 Input
5.2 Output
- Profit (without marketing costs) 2,837,250 ₺
6. Evaluation
7. Monitoring
8. Sources
 Evaluation
1. Our company
• Extra Profit:
2. Market analysis 2,837,250 – 1,102,000 = 1,735,250₺
3. Strategy
4. Implementation • Growth in market share: +5 % point (goal)
5. Finance
6. Evaluation
• Growth in sales: + 50% (goal)
7. Monitoring • Test and eventually establishment of a new
8. Sources
sustainable strategy
 Monitoring
1. Our company Weekly checks, graphical presentation
2. Market analysis
3. Strategy • Main parameters to check:
4. Implementation
5. Finance
– Growth of sales in Turkey
6. Evaluation – Market share at least
7. Monitoring
8. Sources • Further check on:
– Facebook fanpage analyse
– Audits in new-built stores
THANK YOU FOR YOUR ATTENTION

26
 Sources
• https://www.daad.de/medien/sachstand_t__rkei_.pdf;
1. Our company • http://www.jack-wolfskin.de; 21.12.13
2. Market analysis
• http://www.statisticbrain.com/social-networking-statistics/;
3. Strategy 21.12.13
4. Implementation
• http://www.ipedr.com/vol62/002-ICLMC2013-M00016.pdf;
5. Finance
21.12.13
6. Evaluation
• http://tr.wikipedia.org/wiki/T%C3%BCrkiye_demografisi; 21.12.13
7. Monitoring
8. Sources • http://www.alternatifbilisim.org/wiki/TÜRKİYE’DE_İNTERNET’İN_
DURUMU_-_2013; 21.12.13
• https://www.unternehmensregister.de/ureg/result.html;jsessionid=
47F94E4F17897FB2A8DE4488844BBB83.web02-
1?submitaction=showDocument&id=9337550; 21.12.13