Slendertone Analysis Essay -- essays research papers

1. Describe the root causes of Slendertones French gross sales revenue losses?autonomic nervous systemAll sales of slendertone were through distributors get proscribed of home- food market. Since the invest handsts existence made in research and production, the companys marketing resources were very limited, they thought it could develop new market for Slendertone more cost-effectively and quickly. However, at that place were some poorly resourced and inexperienced distributors.In France, the company was concerned nigh the growing dependence on one distributor.There are 5main foot causes of Slendertones French sales revenue losses listed belowincrease competition continued to put pressure on damagefrom 1993 to the scratch line of 1996 drop the retail price to compete the other EMS products. Lack of seconday entropy for the EMS product year, and the distributor reluctant to share sales data with Slendertone. Its hard to to determine what market share different companies had. Also, lack of data made it difficult to determine the size of the existing market for EMS products in each company. Lost the TV slot the distributor had lost the picture slot for the Gymbody8 to cheaper product. Tacky advertisement Some advertising featured bare-breasted models alongside sensational claims for the products effectiveness.Distributor in 1996 Slendertone decided to develop the UK market directly, without any distributor. The decision was made on the basis of the failure to invoke good distributor in the past. That s very clear to feel that the problem of distributor.2. When ODonohue arrived at Slendertone, he thoroughly researched customers reasons for purchasing Slendertone, losing lading or improving coming into court. Why did he choose improving appearance as the message for men and women age 20 to 60 years.ANS Through Mr. ODonohue gathered data on consumer behaviors and motivations relating to those different markets, he built up a clearer picture of the markets for Slendertone and found out its make positioning, product emphasis, market segmentation, target market.Market SegmentationPositioning dodgefor Each TargetMarketing Programfor Each TargetOriginally, Slendertone was define as women betwee... ...an deny that the value is equal to price and role. Besides, Slendertone scram large market share in a mature period,with faint growing with profitable products industry. He should maintain price hold outership in the EMS market.There are some main ideas will point out Slendertones brand strategy listed belowDifferentiated image- slendertone as being at the top end of the market, based on its superior quality and powerful brand name. For the reason, Slendertone sould maintain their high quality and high price image to compete those low quality EMS company.Build a inexpugnable brand identification- The profession market playing an important role in the development of slendertone. It needs to get away from the gadget image and le ad to profession market. Control of message marketing information- to avoid a income tax return of what happened in the French market.Innovation- To invent new product to prenuptials, postnatal and men but not only for women.Maintaining international operations and Creating a class world brand