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HALLMARK AUSTRALIA

WANTING TO BE APART OF YOUR BEST MOMENTS:

WANTING TO BE APART OF YOUR BEST MOMENTS

ABOUT HALLMARK:

ABOUT HALLMARK

FOUNDED BY JOYCE CLYDE HALL:

FOUNDED BY JOYCE CLYDE HALL

OVER 100 YEARS AGO IN 1910:

OVER 100 YEARS AGO IN 1910

HUMBLE BEGINNINGS:

HUMBLE BEGINNINGS

AS A POSTCARD DISTRUBUTER:

AS A POSTCARD DISTRUBUTER

TO A LARGE MULTINATIONAL COMPANY:

TO A LARGE MULTINATIONAL COMPANY

ONE PRODUCT OFFERED TODAY IS………. :

ONE PRODUCT OFFERED TODAY IS……….

KEEPSAKE ORNAMENTS:

KEEPSAKE ORNAMENTS  ”Find a Keepsake Ornament at Hallmark that will resonate with someone you love or that brings back memories of your own childhood.” Hallmark Australia

WHY THE STRUGGLE?:

WHY THE STRUGGLE? Product Placement Product Range Lack Of Facilitators Inability To Overcome Barriers Marketing

TARGET CONSUMER SEGMENT:

TARGET CONSUMER SEGMENT Consumer Profile Region Southeast Suburbs Demographic Age 18-24 Gender Male & Female Occupation Working or Studying Status Single/Dating/Married Education VCAL/VCE Psychographic Values, attitudes Prestige, quality, altruistic, agnostic (Beatty, Kahle & Homer, 1991) Lifestyle Pop culture fanatic Personality Extroverted Behavioural Purchase situation celebratory events, new release titles

FACILITATORS:

FACILITATORS

NEED FOR SELF-PRESENTATION:

NEED FOR SELF-PRESENTATION

NEED FOR EXCHANGE:

NEED FOR EXCHANGE

BARRIERS:

BARRIERS

NEED FOR SELF-ESTEEM:

NEED FOR SELF-ESTEEM

NEED FOR BELONGING:

NEED FOR BELONGING

WHY GIFT SOMEONE?:

WHY GIFT SOMEONE?

WHAT DOES IT DO?:

WHAT DOES IT DO?

HOW DOES IT MAKE YOU FEEL?:

HOW DOES IT MAKE YOU FEEL?

IS IT TO :

IS IT TO

GIVE PLEASURE?:

GIVE PLEASURE?

OTBTAIN PLEASURE?:

OTBTAIN PLEASURE?

GIVE SATISFACTION?:

GIVE SATISFACTION?

LADDERING TECHNIQUES:

LADDERING TECHNIQUES

Subject 1:

Characteristics Benefits Ultimate Values Gift Has Meaning Improves R elationships Representation of Friendship Symbolic Love & Belonging Creates Satisfaction Subject 1 Quality Self-Esteem Obtain Pleasure

Subject 2:

Characteristics Benefits Ultimate Values Gift For Celebratory Happenings Improves R elationships Please The Receiver Love & Belonging Creates Satisfaction Subject 2 Quality

Subject 3:

Characteristics Benefits Ultimate Values Gift For Celebratory Happenings Improves R elationships Please The Receiver Love & Belonging Creates Satisfaction Subject 3 Quality Symbolic of Relationship Self-Esteem Obtain pleasure

Subject 4:

Characteristics Benefits Ultimate Values Gift For Celebratory Happenings Improves R elationships Please The Receiver Love & Belonging Creates Satisfaction Subject 4 Symbolic of Relationship Self-Esteem Obtain pleasure

WHY WE DONT GIFT:

Characteristics Negative Effects Ultimate Values Gift Shares No Representation of Relationship Damages R elationships Cheap Love & Belonging Creates Dissatisfaction WHY WE DONT GIFT Offensive

CONSUMER PERCEPTIONS:

CONSUMER PERCEPTIONS

Slide35:

CHEAP BLAND LIMITED BASIC UNIMPORTANCE INSIGNIFICANT DISSATISFYING UNDESIREABLE

RECOMMENDATIONS:

RECOMMENDATIONS

1ST RECOMMENDATION – DISTRIBTUTION :

1 ST RECOMMENDATION – DISTRIBTUTION LEAVE TARGET STOCK AT NICHE GIFT STORES

2ND RECOMMENDATION – INCREASE PRODUCT RANGE:

2 ND RECOMMENDATION – INCREASE PRODUCT RANGE CREATE MORE CHARACTERS WITH LICENSES CREATE AND NUMBER COLLECTIONS CATER FOR ALL CHARACTERS TO FIT MULTIPLE SHOWS AND MOVIES

3TH RECOMMENDATION – ADD PRESTIGE:

3 TH RECOMMENDATION – ADD PRESTIGE CREATING COLLECTIONS HAVE LIMITED RELEASE RANGES CREATE A ‘GOLDEN RANGE’

4TH RECOMMENDATION – CONSISTENTCY:

4 TH RECOMMENDATION – CONSISTENTCY ONE PRICE FOR MOST PRODUCTS VARYING PRICES FOR EXCLUSIVE RANGES

RESULTS:

RESULTS

RESULTS:

RESULTS INCREASE SALES WORD-OF-MOUTH BRAND NOTORIETY EFFECTS TRICKLE DOWN TO OTHER PRODUCTS

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