How introducing a new service in a company, respecting its marketing strategy? The case of Aigle

Résumé du document

This is a new partnership of Aigle with Atalante tour operator which proposes specific trip to mountains or the sea. The goal is to propose discounts at customers who make trips. By buying in the shop, customers will gain points which will be converted to discounts for the trips. Indeed, these trips would be in the same spirit as the company positioning. In that way, Aigle could increase its clients with a good and strong relationship with Atalante agencies. They have also all interest to present our offer, that's why it could be a lucrative relationship for both companies. Atalante is a company which was founded 20 years ago. It's composed of about 20 employees, some of them advise about the trips and the others are responsible for producing the trip. There are two branches in France and one in Belgium. Atalante proposes only sport trips. There are three levels of difficulty in each trip, Epicure (easy, just discover), Apollon (medium) and Hercule (difficult, which implies a high level of training before the departure). During this trip, exploration of nature by excursion and the respect for nature, in all of its senses is an important point on which Atalante wants to communicate durably. In that way, we can think that Atalante will increase its reputation because Aigle will help them to communicate their brand and values in France with an intensive relationship, and its current values have become more important in the way of durable development.

Extraits

[...] But all costs are detailed few lines later. Break-even analysis For a buying of we will offer 5 points which correspond to a discount of And, we will negotiate the prices of trips on exchange of an exclusivity of the travel agencies and certainly, new customers for them. V. Place / distribution sheet four Intensive/Selective/Exclusive They will have publicity on counter payment, on plastic bags and flyers to take on the counter also. The agency will do advertising for us and they will have brochures to give to their prospects. [...]

[...] Moreover, our personal will be trained to talk about it and to explain advantages of the offer. Service delivery / Managing demand Yes, there is any Saturday afternoon when it could be possible that the store is over crowded, and in this case, the sellers should put extra board and a self service of flyers to help them when they are too busy for giving efficiency information. But, most of the time the delivering about the service will not be a problem for our staff. [...]

[...] So our target corresponds with the target of the travels. Indeed quite aged people travel the most. The specific travels demand specific clothes so our purpose corresponds to the needs of specific holidaymakers. Positioning statement Consumers must perceive our discount as an opportunity to take; overall Aigle Company makes very few offers Our offer is a new concept because we will try to have an intensive partnership with agencies to promote a double profit system for us and the agencies. [...]

[...] During this trip, exploration and discover of the nature by excursion are the master words and the respect of the nature in all of its senses are an important point on which Atalante wants to communicate durably. In that way, we could think Atalante will increase its reputation because Aigle will help them to communicate their brand and values in France with an intensive relationship, and its current values are more and more important in the way of durable development. [...]

[...] These people correspond to the target and positioning of the company, hopefully. We are in the market of sportswear but not in the mass distribution. Indeed, even if Quechua seems to be a competitor, Aigle do not consider Decathlon as a competitor because they have not the same positioning at all. Aigle sells textile for rubber boots for 23% and the rest are shoes and accessories. Aigle is a brand overall located in France (61 shops) but there are also shops in Asia and Europe. [...]