Baboshirts

Résumé du document

"Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." The main purpose of this project is to understand properly marketing strategies in the real market, and apply these theories to the firm's marketing. Moreover, marketing is one of the most important parts of business, as it leads the firm to make profits and retain customers. Marketers should find out what customers need, want and desire. This can make the company successful in selling its products and services. Marketers also make the customers buy their products willingly. In this paper we will discover that the company BABOSHIRTS© is very customer-oriented and focuses on customers desires, to produce unique designs, various products, etc.

Extraits

[...] That is what we wish, as long as it was very pleasant to work with them on this project. Bibliograpie Indicative www.boboshirts.com A lot of the information in this document comes from direct communication with employees of Baboshirts. [...]

[...] It was made only few months ago after the founder's, Arlo Nugent and Ken Kaiser, both Americans, had the idea of offering “Funny T-shirts for foreigners by foreigners. Development Baboshirts© Brand presentation The brand BABOSHIRTS©, a newcomer in the Korean market, presents a lot of unique features. For a better understanding of the motivations of the founder's of the company, we can refer on the “about section of their website (http://www.baboshirts.com/). This short text is a lot representative of the philosophy of the owners of the company. [...]

[...] By the way their market shares were low. However, after a successful advertisement campaign on the popular community website “Facebook”, BABOSHIRTS© gained popularity among the targeted segment(s) and it already started moving to the star section, meaning high market growth rate and high market shares. We believe the brand will continue its growth by using successful advertisement such as cyworld. But in that case, the challenge is the repositioning of the brand and its products, since most of cyworld's users are Koreans and not foreigners. [...]

[...] On the other hand, war, no bank failure, no strike or fire can so completely and irrevocably destroy a business as a new and better product in the hands of a competitor.”(F.Russel Bichowsky), it is obvious that the major threat of BABOSHIRTS© is the entrance of a new competitor on the market, introducing a successful product. 4P's analysis As long as we already did the product presentation above we will focus on the 3 other parts of the 4P's analysis: Place, Price and Promotion. Product Main characteristics of the T-shirts are funny designs and best quality. [...]

[...] But there are some pitfalls that they should avoid. Firstly, to counter product obsolescence, the company should come up with new designs continuously, to keep the interest of previous customers high, and engage them into a brand loyalty hierarchy of effects, as we saw that one of the main reasons why customers would not buy again one T-shirt is that they got the one they want. Secondly, as long as they plan to advertise on ‘cyworld', they should reconsider their positioning, because by this mean, they will target more particularly Korean customers. [...]