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.