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    Case Study 1

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    Mauricio Martinez Pulgarin
    The jacket sales were poor because it targeted the wrong demographic. It focused on outdoor enthusiasts aged 30 and above through advertisements in magazines and exhibitions. However, the jacket has qualities that could appeal to younger urban consumers aged 16-30 if marketed as a stylish item. For the relaunch, the jacket needs to target this younger demographic and be promoted as a must-have fashion item through social media and pop-up stores in cities.

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    Case Study 1

    Uploaded by

    Mauricio Martinez Pulgarin
    1K views2 pages
    The jacket sales were poor because it targeted the wrong demographic. It focused on outdoor enthusiasts aged 30 and above through advertisements in magazines and exhibitions. However, the jacket has qualities that could appeal to younger urban consumers aged 16-30 if marketed as a stylish item. For the relaunch, the jacket needs to target this younger demographic and be promoted as a must-have fashion item through social media and pop-up stores in cities.

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    A case study about business to analize in class

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    case study 1

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    The jacket sales were poor because it targeted the wrong demographic. It focused on outdoor enthusiasts aged 30 and above through advertisements in magazines and exhibitions. However, the jacket has qualities that could appeal to younger urban consumers aged 16-30 if marketed as a stylish item. For the relaunch, the jacket needs to target this younger demographic and be promoted as a must-have fashion item through social media and pop-up stores in cities.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views2 pages

    Case Study 1

    Uploaded by

    Mauricio Martinez Pulgarin
    The jacket sales were poor because it targeted the wrong demographic. It focused on outdoor enthusiasts aged 30 and above through advertisements in magazines and exhibitions. However, the jacket has qualities that could appeal to younger urban consumers aged 16-30 if marketed as a stylish item. For the relaunch, the jacket needs to target this younger demographic and be promoted as a must-have fashion item through social media and pop-up stores in cities.

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    © All Rights Reserved
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    You are on page 1of 2

    SCHOOL OF ECONOMICS

    Writing Practice

    NAME: ______________________________________ ID NUMBER _____________________

    Case study: Wincote International

    Wincote International is an outdoor-products company based in Medellin, Colombia. Eighteen months ago, it launched
    a range of jackets and boots for men and women. The company believed that the market for these products was not
    saturated. The clothes were aimed at mountaineers, hikers, snowboarders and anyone participating in extreme sports
    or outdoor activities. The brand name of the range was XWS (Extreme Winter Sports).

    Following the product launch, the boots sold well, but the jacket fell below its sales target. Few people seemed to
    know that there was a new jacket on sale made from a new all-weather material. This was very disappointing, as the
    jacket was considered to have great sales potential. The management decided therefore to relaunch the product and
    change their approach to marketing it.

    Read the information below about the jacket and how it was marketed. Study the charts opposite.
    Why do you think sales have been so poor?

    Product
    · The two-layer jacket is for men and women. It is a versatile, all-weather garment.
    · It is offered in two sizes: medium and large.
    · Colors: black for men; black and red for women.
    · The outer shell of the jacket is made from a special new material. As a result, it is lightweight, hard-wearing, very
    warm and weatherproof.
    · The lining is removable, making the jacket suitable for all seasons.
    · The jacket has a removable hood, 14 pockets, and a wide zipper down the center.
    Price
    Men's and women's jacket: $110
    Promotion
    • Full-page advertisements in magazines for people with outdoor and sports interests
    • Half-page advertisements in newspapers; posters and point-of-sale advertisements
    · Product demonstrations at exhibitions
    · Slogan: 'A jacket for all seasons'
    Place
    The jacket was sold in outdoor-product stores (e.g. camping-equipment shops), sports-goods outlets and upmarket
    department stores.

    Summary of a consultant's report on the Wincote XWS


    The market for outdoor jackets is highly competitive. Because of its unique qualities, the Wincote XWS jacket could
    achieve its sales target with a new marketing approach.

    It needs to be relaunched as a stylish jacket for younger people in the 16-30 age group, and appeal to people living
    and working in cities as well as to outdoor enthusiasts.

    It should be promoted as a 'must-have' item of clothing for younger people.

    .
    TASK: Write a business formal letter to the Chief Executive Officer (CEO) of Wincote International, Mr.
    Gustavo Racho, summarizing the changes that you will make to the product and its marketing(the four Ps)
    when the jacket is relaunched. You are the leader of the Marketing Department of the company. Do no forget
    to include vocabulary from unit 7( the one in grammar practice one). Pay attention to grammar, cohesion,
    coherence and all aspects related to writing composition.

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