Costume De Baie Proiect Marketing University Marketing

5618 words - 23 pages

CUPRINS
1REZUMAT INTRODUCTIV
2CAP.1 MEDIUL DE MARKETING
21.1. Micromediul
31.2. Macromediul
4Cap 2. ANALIZA PIEŢEI
52.1. Identificarea pieţei
52.2. Caracterizarea pieţei
62.3. Segmentarea pieţei
72.4. Piaţa ţintă
7Cap. 3 FACTORI CARE INFLUENŢEAZĂ COMPORTAMENTUL DE CUMPĂRARE
10Cap. 4 CONFIGURAREA PRODUSULUI
104.1.Atribute
114.2. Sistemul de susţinere
124.3. Linia de produse
144.4. Diferenţierea şi poziţionarea mărcii
14Cap. 5 CONFIGURAREA PRETULUI
155.1.Factori care influenţează preţul
155.2. Strategia de preţ
165.3. Nivelul preţului
16Cap 6. CONFIGURAREA PROMOVĂRII
176.1. Reclama
186.2. Promovarea vânzărilor
186.3. Relaţii publice
18Cap.7. DISTRIBUŢIA
197.1. Extinderea teritorială a distribuţiei
197.2. Intensitatea reţelei de distribuţie şi structura canalelor
REZUMAT INTRODUCTIV
Proiectul are ca obiect prezentarea activitaţii unui departament de marketing, particularizat pe exemplul unei societaţi producatoare de costume de baie de o calitate superioară şi cu proprietăţi deosebite – firma Blink.
Strategia de marketing are în vedere cele patru componente esenţiale ale mixului de marketing: poltica de produs, politica de preţ, politica de promovare şi politca de distribuţie.
În condiţiile unei concurenţe acerbe (pe piaţa costmelor de baie existând un numar mare de firme care au deja un renume şi o clientelă formată) firma “Blink” îşi propune să lanseze o nouă linie de produse - Blink Sun şi Blink Water – cu propietăţi inovatoare, care să îi asigure patrunderea rapidă pe piaţă şi câştigarea încrederii consumatorilor într-un timp cât mai scurt.
Produsele firmei se adresează în excluisivitate femeilor, în special celor cu venituri peste medie şi care manifestă un grad ridicat de egocentrism.
Ceea ce aduce nou pe piaţă fima “Blink” sunt imprimeurile în formă de ochi a căror iris îşi schimbă coloarea la contactul cu apa (gama Blink Water) sau ochiul care clipeste în funcţie de cum bate lumina (gama Blink Sun). De asemenea, produsele sunt comercializate într-o gamă largă de modele şi dimensiuni pentru a satisface cerintele unui numar cât mai mare de cliente.
În ceea ce priveşte politica de preţ, între acesta şi calitatea produselor se stabileşte un raport excelent. Nivelul preţului a fost stabilit peste cel al pieţei pentru a acoperi cheluielile de producţie ridicate datorate folosirii unor tehnologii avansate şi a materiei prime de o calitate superioară.
Pentru a-şi face cunoscute produsele firma “Blink” a realizat mai multe tipuri de reclamă (TV, bannere şi sampling) şi a sponsorizat proba de costume de baie a unui concurs de miss difuzat la o oră de maximă audienţă. De asemenea pentru a stârni interesul publicului s-a apelat la o serie de tehnici de promovare a vănzărilor în cadrul reţelei de distribuţie (reduceri de preţ, tombolă cu premii substanţiale, produse cadou la cumpărare).
CAP.1 MEDIUL DE MARKETING
1.1. Micromediul
Micromediul este reprezentat de ansamblul relaţiilor dezvoltate de firmă cu furnizorii şi beneficiarii săi, legături...

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