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Circular Distributors: A Case Study Table of Contents Table of Contents 2 Facts of the Case 3 Analysis for New Service Development strategy 4 Marketing Analysis 5 Competitor Analysis 6 Internal Analysis 7 Segmentation, Targeting, and Positioning 8 Locating CD in the Ansoff Matrix 10 Strategic choices 12 Market Positioning (Diversity/Complexity) 13 Marketing Plan (7 Ps of Services Marketing by Lovelock, 2001) 14 References 15 Facts of the Case Circular Distributors, Ltd…
One-third of revenues is from advertising, one-third from companies distributing products through gift packs, and one-third from sales of consumer information. Spin-off publication “One Step Ahead” is likewise successful. The firm upgraded by changing its name to CD Marketing Services, while maintaining “Circular Distributions” for the existing door-to-door distribution. Under CD Marketing , Lifestyle Marketing brand concentrated on the sale of marketing information, and invested heavily in new technological capacity; ?400,000 of investment reaped additional ?33 million in sales and ?2.4 million in profits. Two new publications are Emma’s Diary Pre-School Guide and Married Life…The Small Print, which both attracted higher than average response rate and additional revenue through advertising and sample packs. More importantly, the new publications aimed to collect new data and build a database about its consumers. CD publications enjoyed a high response rate. Services offered by Lifecycle Marketing were availed of most especially by financial services and home shopping businesses. ...
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