Marketing Case Study: DELO

Thèmes abordés

Market Study, Case Study, New Brand

Résumé du document

This project was our first practical step in the world of brand marketing. We have been working on an idea which has come from the only woman of the group.
Offering new products and answering needs with a brand is the aim and we try to challenge it. We intend in the report to show you how a new trend can be exploited to create new solutions for customers.

The use of plants by companies has always been famous for its results, but many do not believe in its real effects, our objective by creating this brand is to generalize the use of products issued from natural sources which bring satisfaction and help people to feel better. You will find below, all the aspects that are important to create a brand, the mission and the vision, the associations, and how we can try to manage brand awareness.

We are going to show our strategy in terms of segmentation, targeting and positioning. Then we will consider the environment where we are going to evolve, look at the strengths, weaknesses, opportunities and threats of our brand and products. Next will be our strategy for the marketing mix. with our communication plan. And before concluding, we are going to give our financial position with the creation of a new brand.
We will see where we can go and how far we can go as the final destination of this report.

Extraits

[...] Even if it's a crisis time the richest stays with the same position than before meaning they are still the one who can spend money for a luxurious product. Nevertheless, it s an issue as important as the others because during this period of time and we will have to be flexible and easily movable in terms of image. It' s a changing period so people will pay more attention on their money, their purchasing power and which values are followed by the company producing the products that they are buying . [...]

[...] Partnership with a famous bottled brand water As ÔSMOZ' needs water to be used with, there is an opportunity to have a special co-branding with a famous brand of bottled water. Everything would be controlled from the beginning to the end. And both sides would win from their own expertise. Threats Regulation In our market consumers are more and more protected so if new regulations are created about the natural our product would be in a position to lose its position. Rules are very strict with the labels for all the food and water industry. [...]

[...] Since May 2009, France had entered a recession after a decreased of of its GDP. In France, the purchasing power is subject to a lot of conflicts because taxes are relatively high starting from until 5875€ earned in a year to 40% for people who earned 69783€. The intervention of the government is quite well regulated even if sometimes, but it's the case only when huge firms are involved, they have to express their reserves and reaffirm their dominant position Money is creating the majority of conflicts and disparities in France so it's compulsory to decide first on which segment you wish to implement your product but also and even more important in a second time, to assure to your communicating campaign to be showing the image you want to transmit the image you wish appropriate. [...]

[...] The third action will be a street marketing action for one day in July in the same town that the Monoprix stalls. The action will be the same that for Monoprix which means animation, tasting , samples and flyers distribution by this way we attract the attention of the main target which are not shopping in Monoprix but permit to reach a broader target. Finally, the last action is to publish in the main magazine ads to make the new brand seen. [...]

[...] As we offer medicinal products based on natural extract of plants we can target higher than normal drinks The price for one Cap will be of 2 Euros for the consumer. As we are providing them results on their health and well-being we believe that our customers will be willing to pay this amount of money when you know that RedBull sells its cans at the same price but that there is nothing more synthetic associated than Redbull compare to our product. Then we have chosen to do decreasing unit/price according to the quantity. [...]