Transcript Marketing - Urspringschule

EKORNES ASA
MARKETING
MARKETING CONCEPT
Ekornes marketing concept
is based on a “total product
concept” where several
elements complement each
other.
1.
2.
3.
Core product – a chair or a
sofa.
The physical product – all
differentiating elements
incorporated in the product.
The extended product – all
the surrounding elements
that gives an added value for
the dealer or the costumer.
DEVELOPMENT OF RETAILER
REALATIONSHIPS
- Ekornes strives to
gradually establish a
close relationship with
the dealer.
SELECTIVITY
• Ekornes have a
selective distribution
policy. This gives the
dealer the confidence
to market Stressless
in their local area.
PROFILE
• To build on the brand awareness it’s important for
Ekornes that the same awareness must be reflected in
the store.
• Ekornes sells personal comfort, and the consumer
expect to find their chair or sofa.
THE EKORNES SCHOOL
• A successful dealer
must have the
knowledge of the
product he or she is
selling.
• This is why Ekornes
offer an extensive
training programme
for their dealers.
PROMOTION
• Ekornes have
developed a complete
marketing-package
which ensures focus
on brandbuilding, the
content of the brand,
differentiating product
features and a
common profile.
• This includes TVcommercials,
advertising,
cataloges, direct mail,
studiomaterials etc.
Only in Europe more than 27 mill persons knows the
Stressless brand. 36 mill persons all together. This shows
that Ekornes have been successful on the marketing front.