Transcript Marketing
Principle Of Marketing BM 0019 Fraser Introduction Why choose Giordano? Research Methodology Jialing Background of Giordano Vison Mission Core Value Marketing Philosophies – selling and societal maketing concept Alan Marketing Philosophies – Product and Marketing Concept Marketing Mix – Price Promotion Sandy Marketing Mix – Product and Place Finding analysis - Bar Chart showing how people think of the image of Giordano’s international Business WaiFong Finding analysis - Pie Chart showing why consumers choose Giordano to buy their clothes Conclusion Recommendation Research methodology Sample Size: 100 Sampling Unit: Teenagers/young adults Age: 16-24 years Varieties of Questions Contact methods used •close-end •Personal approach •open-end •Mails •multiple-choice •Telephone •likert scale • semantic differential Background •Established in 1981 •Employed 10000 friendly staff •Operating in 26 territories with more than 980 shops eg) Australia, Hong Kong , Indonesia , Japan , South Korea , Mainland China , Macau , Malaysia , Myanmar, Philippines, Singapore , Taiwan , Thailand and Vietnam. •1.5 billion customers patronize Giordano stores around the world •In 1985, the first Giordano shop opened in Singapore •There are now 45 outlets located in Singapore. Vision To be the best and the biggest world brand in apparel retailing Mission To make people ‘feel good’ and ‘look great’ Core Values Thinking ‘out of the box’, service- exceeding customer’s expectation, Quality- doing things right, Knowledgeupdating expertise and sharing knowledge constantly, simplicity- less is more, into one Marketing Philosophies Selling Concept •Organized promotions •Refund is given seven days of purchase with the original receipt to goods that are not used, washed or altered •Gift vouchers are given during special occasions Societal Marketing Concept •Designs are plain and exquisite •Wide variety of different materials made has given consumers more choices of fabric to choose from •The CFC packaging enables for an environmental friendly place for everyone Marketing Philosophies Product Concept • Size of products of Giordano range from XS to XXL • Focus more on the quality of the clothing • Specially designed by professionals Marketing Concept • Focus on specific styles, designs and colour based on trends and needs of customers • Surveys are being done frequently • Organize Promotions Marketing Mix Price •Provide reasonable prices •10% discount to loyalty customers and members •15% trade discount for corporation companies when buying in large quantities and enjoy a 30% discount of their purchases is near $5000 mark •Gives vouchers if their purchases exceed a certain amount (above $50) •Vouchers also can be bought for special occasions (Birthdays, New year, parties and etc.) Marketing Mix Promotion •Free subscriptions to Giordano News (Prices, product names, new products and services) •A packaged of a surprise gift and 20% discount on birthdays •Extra services of Free alterations •Thank you cards to long term customers Product •High quality •Privilege of returning or exchanging unused goods within 7 days •Refunds provided •Encouraged to use credit card when purchasing •Clothes vary from polo shirts, crew neck shirt, wrinkle free shirt, jeans and uniforms to active wear for sports. •Can be easily mixed and matched to suit their corporate image and taste •Wide distribution of apparel and accessories under Giordano (Giordano Ladies, Giordano Junior and Bluestar Exchange) •Designed based on needs and satisfaction from customers Place •Over 1400 stores in 30 countries with the head quarter located in Hong Kong •Distribution of clothes is from Greater China, the Pacific RimSouth, korea, Japan and the Middle East •Operations shifted to Middle East from 1993 and since opened 80 stores •Also set up Fashions LLC, the master franchise holder and also the exclusive distributor of Giordano products •Designing of clothes is done in China and some parts of Asian factories •Final step of packaging and responsible for quality checks are done in the Regional Office in Hong Kong Findings and Analysis Bar Chart showing how people think of the image of Giordano’s international Business 100 90 80 70 60 50 40 30 20 10 0 Very poor Poor Average Good Very good Pie Chart showing why consumers choose Giordano to buy their clothes Services 15.0% Reasonable Prices 35.0% 25.0% Outlets 25.0% Design of Clothes Conclusions •Well-known brand in Singapore •Has a good image •Not only is prices important, the services, quality of clothes are also the main factors in attracting customers (exquisite design by professional designers, outlets located near residential areas and etc.) •Target mostly on female customers •Customers being more supportive •Produce clothes that are of decent quality yet not expensive •Leaves a deep impression in customers’ heart •Believe that Giordano will continue to prosper and become a household name Recommendations •Focus on the improvement of prices and quality •Offer more varieties, designs and sizes of clothes •Organize promotions or lucky draws at every end of month •Do “street-fighting” by giving out more pamphlets •Cope with the budget of the students by collaborating with the business associates for them to have more offers on Giordano’s clothes •Send sales persons for training Thank You!!! AF 0405 Fraser Leow Wen Jie Ong Jia Ling Alan Tan Ching Hong Sandy Tan Mei Geck Yong Wai Fong 042837N 043065D 042180M 042093A 044084L