jaaack

VIA University College

Corina Grigore Group 17 Thaibm2a 158460@viauc.dk

TEKO Design + Business

What marketing strategies should Jack & Jones apply in order to strengthen their core line?

“We now have a strategy for everything we do. We didn’t have such an all-inclusive strategy earlier”. TEKO Analysis 2012

The 4P’s

The 4P’s & Product

Price

Place

Promotion

the Value Chain

Product

+

“T-shirts, shirts and knits reflect the current, hottest trends�. Jack & Jones

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Solution Name: Edward H. Age & Location: 18, Denmark Vehicle: bike Likes: girls, travelling, underground music, sports, jeans, fashion, hanging out with friends, wild nights, good quality clothes

Dislikes: to feel ordinary, heavy prints, dirty shoes

Price

VS

371 DKK 100% Cotton

300 DKK/200DKK 100% Cotton

Solution Edward

Student

Low Income

Danish

Likes Fashion

Cautious buying behavior

Place

34 shops in Denmark (recently closed 2 in Herning) Touristic cities are trending

Solution

Promotion Persuasive advertising campaigns They do not emphasize the product, but a state of mind

Solution

Combine “selling� a state of mind with selling the actual product

Conclusion

Create products that will match their target group’s profile, sell them according to their target group’s income, place them where the target group is and promote them according to their target group’s needs.