Snowy Essay

SHORT TABLE OF CONTENTS:
1. Purpose Statement
2. General Description / Syllabus
3. Marketing Research
4. Marketing Perception
5. Research on Snowy Brand
6. Competition Analysis
7. New Snowy Products & Services
8. Platform to Stimulate Sales at Snowy
9. Conclusions
10. Bibliography
ABSTRACT
MOTIVATION
• Marketing research o lately global increasing significance; o but can not be said that is reached maturity yet; o it’s wrongly done when something seems to go wrong in the company; o it should be done: o  to optimize of the work flow,
 to feel the market beat/trend,
 before any major action,
 even in short term marketing planning; o it should involve and entail the operational work force.
• Sales
stimulation o it’s wrongly done:
 only in a compact environment,
 only in the marketing team,
 without actually being effective on the market.
PROBLEM STATEMENT
• Understand where Snowy stands in the snowboarding industry;
• Improve Snowy’s position and seize more market share in the snowboarding industry;
• Develop new innovative snowboarding products based on marketing and technical research;
• Improving perception over Snowy’s image.
APPROACH
• Theoretically approaching the problem statement;
• Research, analyze and understand Snowy inside sales trend;
• Research, measure and understand the market regarding: o age segmenting of the consumers, o aiming for the most important quarter, o gender segmenting of the consumers chosen quarter, o repositioning Snowy with introducing a new department exactly designer for the new segment, o differentiating Snowy’s new department from the competition;
• Prototype concept construction based on the above: o design innovative new products exactly suited based on the differentiated process, o develop associated products creating family products, o develop special services for the new family products;
• Develop application programs to deal with the perception of the new family products and stimulate the sales: o value perception of the chosen customers quarter, o implied roles involved in the commercial process, o increasing the motivation to buy, o personal sale tactics, o dealing with perception over the information customers receive, o study and resolve the purchasing risk for the customers, o Snowy brand managing, o manage the cognitive
dissonance.
RESULTS
• Understood where Snowy stands in the snowboarding industry;
• Improved Snowy’s position on the market;
• Seized more market share;
• Developed new innovative family products based on marketing and technical research;
• Improving perception over Snowy’s brand;
• Optimized of the work flow of the whole company;
• Increased the perception of the market over the new family products
• Stimulated the sales.
CONCLUSIONS
• Applied the new global marketing developments in Snowy;
• Discovered new ways Snowy could acquire large share of the market;
• Developed new product families and the associated services;
• Dealt with perception in the marketing of the new product families;
• Stimulated the sales.