Answered: How effective will this stratergy be…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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How effective will this stratergy be when entering the uae market at the time of the pandemic?

Recommend and explain a suitable promotion strategy using 2 or more promotional mix for ben sherman's vietnam operation

Transcribed Image Text:Ben Sherman store. Each store worldwide displays a specially designed Gibson Guitar ina dedicated window space decorated with and Inspired by the Ben Sherman product, brand and music influences. Gibson is the world's leading guitar specialist who created for Ben Sherman a set of 20 collectable limited edition guitars. Each unique guitar was then sold at online auctions to raise money for charity. Ben Sherman also uses the website www.bensherman.com for online shopplng, available only in the UK. Apart from print advertising in magazines, Ben Sherman uses major fashion shows to launch its collections to the press. The company also uses direct mail to promote to potential customers, for example, catalogues, newsletters and emails. Ben Sherman has a high profile at fashion events and music events. The company has sponsored a series of live gigs to support new British music in collaboration with Gibson guitars and music channel MTV. Sales promotions such as discounts, price-off coupons or competitions are also planned for special events. Ben Sherman also wants to use endorsement by asking celebrities to wear its fashion at high profile events. These two popular celebrities in Ben Sherman fashion will also be featured in the print press. As a brand that appeals to the youth market, its responsiveness to changing tastes in fashion and music throughout the last fifty years has resulted in a unique heritage of quality, personality and style. This has made Ben Sherman a great British icon which reflects the British culture as the company does business around the world. Answer the following question: based on marketing mix elements: -type of communication channel? -promotion mix strategy is being used by Ben? -Ben positioning his brand based on? -product type sold by Ben? - value proposition? - Segment that Ben targets?

Transcribed Image Text:Ben Sherman is a globally recognized lifestyle brand. It has grown from its quality shirt business starting in Brighton in 1963. Its products are now sold In 35 countries around the world. It has expanded into the USA, Europe, and Australasia. Ben Sherman's name has always been closely linked with the British music scene and with fashion. Its customers are young and at the forefront of style. Throughout the years, high profile customers include musicians, models, actors and bands, such as Blur, Oasis and the Kaiser Chiefs. The growth of the brand can be traced through changes in musical taste and this is a key part of Ben Sherman's marketing strategy. The brand targets youth segments with trendy lifestyles. Their customers like music and fashion and are willing to spend money on top brands that deliver quality and image. As the company founder Ben Sherman said in 1963: "Looking good isn't important, it's everything." The UAE market seems to be attractive with rapid economic development and changing lifestyles in the younger generations. Therefore, Ben Sherman plans to expand into the UAE by opening a few stores in the different Mall in Dubai next year. However, due to the pandemic and a very competitive fashion market, this seems to be a challenge. There are many international brands like Guess, Calvin Klein, Replays, Diesel, Miss Sixty, Ecko. Ben Sherman aims to use both product-oriented and market-oriented strategies. The company produces a wide product range that appeals to all of its target market segments. The range includes casual clothes, formal wear, denim, footwear and lifestyle accessories, such as undergarmets, watches, bags, belts and fragrances. Ben Sherman uses traditional distribution channels. Firstly, it plans to open its own stores in Dubal and then in Abu Dhabi. Secondly, they also want to open at department stores like Dubai Mall and City Centre Branches in the rest of the Emirates in the UAE. Ben Sherman works in close partnership with department stores, creating "shop-in-shops' -a unique concept where the customer feels that they are in a Ben Sherman store. Each store worldwide displays a specially designed Gibson Guitar in a dedicated window space decorated with and inspired by the Ben Sherman product, brand and music influences. Gibson is the world's leading guitar specialist who created for Ben Sherman a set of 20 collectable limited edition gultars. Each unique guitar was then sold at online auctions to raise money for charity. Ben Sherman also uses the website www.bensherman.com for online shopping, avalable only in the

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