Assignment on Ben Sherman Case Study
TABLE OF CONTENTS
INTRODUCTION............................................................................................................2
MARKET SEGMENTATION………………………………………………………..2-3
YOUNG GENERATION AS A MAIN TARGET MARKET………………………….4
PRODUCT AND MARKET ORIENTATION…………………………………………5
RELATION BETWEEN PRODUCT AND MARKET ORIENTATION……………..6
MARKET AND PRODUCT ORIENTATION IN BEN SHERMAN………………….7
LIFE CYCLE EXTENSION………………………………………………………..7-10
MARKETING RESEARCH…………………………………………………………..10
APPROACHES OF MARKETING RESEARCH…………………………………10-14
MARKETING COMMUNICATION COMPAIGN……………………………….14-15
CONCLUSION………………………………………………………………………...16
REFERENCES………………………………………………………………………...17
INTRODUCTION
There are many iconic names in fashion industry. Ben Sherman is of the biggest names in London-based designer, marketer and distributor of branded sportswear and footwear. It was established in 1963 as a young men’s, “Mod”-inspired shirt brand and now it has become global lifestyle brand which focused youthful-thinking men and women ages 19 to 35. About 78% of Ben Sherman’s net sales were in the United Kingdom and Europe. The organization has adapted various business and marketing strategies which have earned Ben Sherman the position it holds in the fashion industry. The discussion below enlightens about the business strategies of Ben Sherman which has earned Ben Sherman the place in the world it holds. http://www.bensherman.com/our-heritage/ MARKET SEGMENTATION
Market segmentation is a marketing strategy which divides target market into a group of customers who have common needs and then setting the strategies to meet the desires and other touch points that best allow to reach them.
The company is targeting the young generation and has developed the marketing mix which consists of ‘‘4Ps’’ that is product, place, price, and promotion.
Market segmentation divides a market into well-defined group of customers who share same set of wants
INTRODUCTION............................................................................................................2
MARKET SEGMENTATION………………………………………………………..2-3
YOUNG GENERATION AS A MAIN TARGET MARKET………………………….4
PRODUCT AND MARKET ORIENTATION…………………………………………5
RELATION BETWEEN PRODUCT AND MARKET ORIENTATION……………..6
MARKET AND PRODUCT ORIENTATION IN BEN SHERMAN………………….7
LIFE CYCLE EXTENSION………………………………………………………..7-10
MARKETING RESEARCH…………………………………………………………..10
APPROACHES OF MARKETING RESEARCH…………………………………10-14
MARKETING COMMUNICATION COMPAIGN……………………………….14-15
CONCLUSION………………………………………………………………………...16
REFERENCES………………………………………………………………………...17
INTRODUCTION
There are many iconic names in fashion industry. Ben Sherman is of the biggest names in London-based designer, marketer and distributor of branded sportswear and footwear. It was established in 1963 as a young men’s, “Mod”-inspired shirt brand and now it has become global lifestyle brand which focused youthful-thinking men and women ages 19 to 35. About 78% of Ben Sherman’s net sales were in the United Kingdom and Europe. The organization has adapted various business and marketing strategies which have earned Ben Sherman the position it holds in the fashion industry. The discussion below enlightens about the business strategies of Ben Sherman which has earned Ben Sherman the place in the world it holds. http://www.bensherman.com/our-heritage/ MARKET SEGMENTATION
Market segmentation is a marketing strategy which divides target market into a group of customers who have common needs and then setting the strategies to meet the desires and other touch points that best allow to reach them.
The company is targeting the young generation and has developed the marketing mix which consists of ‘‘4Ps’’ that is product, place, price, and promotion.
Market segmentation divides a market into well-defined group of customers who share same set of wants
References: Kotler, P. and Keller, K. (2012) Marketing Management 14th e, England, Essex, Pears Education. Greg Allenby, 2007 Ohio State University Hindle, T. (2008). Economies of scale. Available at :< www.economist.com/node/12446567> [Accessed 06 July 2013]. Kuamr, V. and Jones, E. (2011). Journal of maketing. Newyork: rajkumarvenkatesan. P. 364. Lorette, K., 2006. Product Life Cycle Extension Strategies. [Online] Available at: [Accessed 11 June, 2013].