Direct & Interactive Marketing

International Project Week 2016

Case study

Develop a growth plan

International Project Week 2016

Group 1

Case study

Develop a growth planCansu Ekiz Aaron Fath Erdonita Meta Laura Henninger Wilhelm Holzwart Vincent Le Lièvre Regina Kaminetska Gabriela Anna Giegerich

Women between 45-69

Presentation Otto Group

Otto GmbH & Co. KG- subsidiary of Otto Group

- founded 1949

- located in Hamburg

- 4350 Employees

- 2.355 Billion € (85% via otto.de)

- Selling Fashion, Technic, Beauty, Kitchen, etc.

Homepage

pictures

comments

payments

social network

description

Market Segmentation

Important variables

• Geographic: country • Demographic: age, gender, income • Psychographic: social class, lifestyle • Behavioral: consumer knowledge

Target Women 40-49 family status: divorced or married

size: mainly 40-42 fashion: modern, up to datepreference: high-quality brands, staying in shape, young-styles income: higher income (3000-6000)brands:

Target Women 50-59

family status: divorced or marriedsize: mainly 42- 50 fashion: natural lookspreference: classic, quality brands income household: > 4000 €brands:

family status: married or widowedsize: mainly 42 + fashion: natural looks preference: comfortable, classicincome household: lower income (1500-2500 €)brands:

Target Women 60-69

New Mailing List

Communication & Incentives

Target group 45-49

- Membership card   - Coupons (5€/10€)

- Cat walk event (immediately order for 100€ = free delivery)       

Direct Marketing: Mailing

Direct Marketing: Mailing

Direct Marketing: Mailing

Head-quarter in Berlin

Target group 50-60/ 61-69

     - Coupons (a second one for friends)

         - Monthly catalogue made for the target group

         - VIP membership card (silver, gold,platinum)

       

Communication & Incentives