Σημειώσεις στρατηγικής

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Σημειώσεις στρατηγικής μάρκετινγκ. Τεχνικές μάρκετινγκ και στρατηγικές πάνω στο μάρκετινγκ επιχειρήσεων και οργανισμών

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  • .

    .

    MARKETING STRATEGY

    ,2014

  • ..

    MARKETING STRATEGY

    ,2014

  • 1

    ________________________________________________________ 4

    : _______________________________ 7

    1. Marketing Audit ________________________________________________ 9

    1.1. .. ____________________________ 9

    1.2. .. _____________________________________ 10

    2. / - ______________ 17

    (S.W.O.T. Analysis)______________________________________________ 17

    2.1. P. Kotler ________________________________ 19

    2.2. Wilson .. ___________________ 22

    2.3. SWOT _________ 24

    : (MARKETING PLANS) _____ 27

    1. P. Kotler ________________________________ 31

    _____________________________________________________ 33

    1.1. (Executive Summery) ________________________________ 33

    1.2. (Current Marketing Situation) ________________ 33

    ) (Microenviroment situation) ___________ 34

    ) (Macroenviroment situation) __________ 39

    1.3. /-/

    __________________________________ 40

    1.4. (Objectives) __________________________________________ 44

    1.5. (arketing Strategy) ________________ 45

    1.6. -

    (Action Programmes) _________________________________________ 48

    1.7. (- )

    (Projected Profit and Loss Statement) ____________________________ 49

    1.8. (Control) ___________________________________________ 50

    2. V. Buell ________________________________ 52

    2.1. ____________________________ 54

    2.2. _____________________________________________________ 56

    2.3. _________________________________________________ 56

  • 2

    2.4. (Tactics) _____________________________ 59

    3. _______________ 64

    4. (Case Studies) ______________________________ 91

    4.1. H PLAYLAND ___________________________________ 91

    4.2. .. __________________________________ 110

    4.3. .. _________________________________ 135

    4.4. __________________________________ 162

    ______________________________________________ 199

    __________________________________________ 202

  • 3

    1.1: (Marketing Audit) ........................... 11 1.2: , . ......................................................................... 20 1.3: .................................................................................................... 23 1.4:

    SWOT . ............................................................................. 24 2.1: ............................................................................ 36 2.2: (Worksheet) V. Buell (1984). ........ 53 2.3: .............................................................................. 60 2.4: ............................................................................ 68 2.5. 2014 .................................................................................. 75 2.6: .......................................................................................... 128 2.7: ........................................................... 128 2.8: 20-10 20-2 ................. 130 2.9:

    20-10 20-2 ( . ) ............................................................ 130 2.10:

    20-10 20-3 ( . ) ............................................................ 131 2.11:

    20-3 .................. 132 2.12: / (% )* .................................... 133 2.13: / (% )* ........ 133 2.14: -

    (20-9-20-3) ............................................. 137 2.15: ..................................................................................... 141 2.16 : ....................................................................... 142 2.17:

    . . ........... 168 2.18:

    . . .............................................. 169 2.19:

    . . .................. 170 2.20: ....................................................................... 174 2.21: ........................................................................ 178

  • 4

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    . Marketing Plan Philip

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    Marketing Management, .

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  • 5

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  • 8

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  • 11

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  • 12

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  • 13

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  • 15

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  • 17

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  • 18

    (strenghts) (weaknesses) .

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  • 19

    2.1. P. Kotler

    ,

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    Kotler

    ,

    SWOT , ,

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  • 20

    1.2: , .

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  • 21

    /

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    31.

    32.

    33.

    34.

    35.

    36.

    37.

    38.

    39.

    : Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation and

    Control, sixth edition, Prentice Hall, p. 53.

  • 22

    2.2. Wilson ..

    ,

    .

    Wilson, Gilligan and Pearson (8)

    .

    .

  • 23

    1.3:

    : Wilson, R. M., Gilligan, C., and Pearson, D. (1992). Strategic Marketing Management,

    Prentice Hall, p. 38, .

  • 24

    2.3. SWOT

    (9)

    SWOT . 1.4

    SWOT.

    1.4: SWOT .

    SWOT

    ( 5 ) - () - - ( ) - (, ..) - ()

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    : , . (1996), , ,

    , . 150.

  • 25

    (1) Kotler, P., and Armstrong, G. (1991). Principles of Marketing, fifth edition, Prentice Hall,

    p. 559.

    (2) Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and

    Control, seventh edition, Prentice Hall, p. 725.

    (3) , . (2002). (Marketing Management), .

    (4) Stevens, R., Loudon, D., Wrenn, B. and Warren, W. (1997). Marketing Planning Guide,

    second edition, Haworth Press, p.301

    (5) Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and

    Control, seventh edition, Prentice Hall, pp. 726-728.

    (6) , (1999). , , . 209.

    (7) Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation and

    Control, sixth edition, Prentice Hall, p. 53.

    (8) Wilson, R. M., Gillian, C., and Pearson, D. (1992). Strategic Marketing Management,

    Prentice Hall, p. 38.

    (9) , . (1996). , ,

    , . 150.

  • 26

  • 27

    (MARKETING PLANS)

  • 28

  • 29

    (MARKETING PLANS)

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  • 30

    ,

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    1 .

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    ,

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    ,

    /

    .

    .

    (business plan)

    (strategic plan)

    (business mission).

    .

    .

    ,

    .

    .

    Philip Kotler

  • 31

    Victor Buel , ,

    ,

    .

    1. P. Kotler

    (Marketing Plan).

    Marketing Plan P. Kotler (1);

    ;

    P. Kotler (1) Marketing Plan

    :

  • 32

    Marketing Plan

    1.

    Executive Summary

    executive

    .

    2.

    Current Marketing Situation

    .

    3. /

    SW/OT Analysis

    ssue Analysis

    S/W: /

    O/T: /

    .

    4.

    Objectives

    ,

    , ..

    5.

    Strategy

    .

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    Action programs

    :

    ; ;

    ;

    ;

    7.

    Projected profit -loss

    statement

    .

    8.

    Control

    .

  • 33

    , (case study)

    Marketing Plan . Kotler.

    Euroelectronic Corporation

    , ,

    .... SBU,

    . . Melanie Screen SBU

    . Bright

    . 150 400.

    - Euroelectronic Co. ,

    . . Melanie Screen

    Marketing Plan .

    1.1. (Executive Summery)

    .. .

    20 Marketing Plan Bright

    .

    1.35 . 18

    . 5% 20-1.

    , ,

    . 200,000

    , , 10% .

    1.2. (Current Marketing Situation)

    , , ,

    , .

    W. Mc Donald (2)

    , ()

  • 34

    ,

    .

    ,

    /.

    ) (Microenviroment situation)

    : - . , (

    ) ,

    . ,

    .

    5% 20-10 20.

    4.5%

    2,300,000 .

    "

    " ICAP (20XX-2)

    , plasma (pdp)

    (lcd) .

    .

    .

    . .

    , (Research, 20XX-3).

    :

    2 - 3 : ,

    , , , ,

    , , .

  • 35

    2.1

    .

  • 2.1:

    / 20-4 20-3 20-2 20-1

    1.

    2.

    3.

    4.

    5.

    6.

    7.

    8.

    9

    10.

    11.

    12.

    13.

    14.

    ( )

    (3-4)

    (12)

    (36)

    (56)

    (89)

    (10-11-12-13)

    2,000,000

    0.03

    200

    120

    80

    60,000

    12,000,000

    4,800,000

    2,000,000

    2,800,000

    800,000

    700,000

    100,000,

    1,200,000

    2,100,000

    0.03

    220

    125

    95

    63,000

    13,860,000

    5,985,000

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    3,985,000

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    1,000,000

    120,000

    1,865,000

    2,205,000

    0.04

    240

    140

    100

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    21,168,000

    8,820,000

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    5,320,000

    1,000,000

    1,100,000

    150,000

    3,070,000

    2,200,000

    0.03

    250

    150

    100

    66,000

    16,500,000

    6,600,000

    3,500,000

    3,100,000

    900,000

    1,000,000

    100,000

    1,100,000

    36

  • 37

    ,

    20-2, 20-1 .

    Bright,

    20-2,

    20-1.

    4.2%.

    - , ,

    ...- .

    ,

    (3-4),

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    6 7 ,

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    11, 12, 13 ,

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    .

    14.

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    , , ,

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    .

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  • 38

    ,

    ...

    .

    , .

    cash-and-carry

    .

    (ownlabel) (unbranded)

    positioning

    supermarket cashandcarry

    (ICAP, 20XX-2).

    Euroelectronic Samsung,

    Sony, L.G., Panasonic Sharp. Philips

    .

    20-3 (Data Bank, 20XX-2):

    Samsung 22.6%

    Sony 12.4%

    L.G. 11.4%

    Panasonic 8.3%

    Sharp 6.7%

    38.6%

    ( 2-3 )

  • 39

    ,

    5% Euroelectronic Bright.

    .

    Sony, , , 33 ,

    ,

    , .

    .

    ( )

    :

    / / .

    .

    .

    .

    :

    , ,

    , Super Markets, .

    Euroelectronic 37%

    , 23% , 10% ,

    3% .

    Euroelectronic 30% ,

    .

    ) (Macroenviroment situation)

    ,

    , , , .... .

  • 40

    80% .

    15-20%

    .

    80%

    , .

    ,

    .

    : ) ) "--

    "

    ,

    ) "-- "

    ""

    ( ) .

    1.3. /-/

    ) /

    / ) /

    .... (S.W.O.T.)

    .... / / /

    .

    / - ..

    Strenghts/Weaknesses Analysis (S.W. Analysis)

    O

    ,

  • 41

    , (6)

    .

    /

    ,

    ,

    .

    Bright :

    Euroelectronic

    .

    .

    service

    .

    Bright :

    Bright

    , .

    Euroelectronic

    .

    Bright "", positioning,

    Samsung ( ) Sony ().

    Euroelectronic ,

    .

    .

    Bright

    .

    (Research

    and Development).

  • 42

    / - ..

    (pportunities/Threats Analysis - O.T. Analysis)

    ,

    / (,

    , ..),

    / .

    .

    ,

    . ()

    .

    Bright :

    , Euroelectronic

    .

    Bright ,

    .

    Bright

    , .

    Bright :

    Super Markets

    (), .

    home cinemas .

    ,

    .

  • 43

    (Issues Analysis)

    ' ....

    .

    .

    , , .

    Euroelectronic

    Bright :

    Euroelectronic

    ;

    -

    ;

    Euroelectronic

    .... ; ,

    , .

    :

    Euroelectronic

    ;

    ; ;

    ..

    ; ;

  • 44

    Euroelectronic

    ( )

    ;

    1.4. (Objectives)

    '

    (7).

    :

    - (Financial Objectives)

    - (Marketing Objectives)

    .

    ..

    .

    20%

    .

    20 1.35 .

    20 18 .

    .

    1.35 .,

    18 .

    260, 69.300 .

    2.3 . , 3% .

  • 45

    ,

    .

    18 2003, 9% 2002

    69.300 , 3% .

    Bright 15% 30%.

    .

    260.

    .

    ,

    . , ,

    . ,

    - .

    1.5. (arketing Strategy)

    - (positioning)

    (target market).

    S.W.O.T. .

    .

    -

    "" .

    .

    .

    .

    ,

    ,

    , ....

  • 46

    :

    )

    . . :

    Euroelectronic Bright

    . -

    .

    home

    cinemas. 4%.

    ,

    .

    .

    .

    .

    ) :

  • 47

    (TARGET MARKET)

    -

    .

    (POSITIONING)

    .

    (PRODUCT LINE)

    home cinemas.

    (PRICE)

    .

    4%.

    (DISTRIBUTION)

    .

    .

    .

    SERVICE service.

    (ADVERTISING)

    .

    10%.

    (SALES PROMOTION)

    10%.

    . .

    (RESEARCH AND

    DEVELOPMENT)

    3%

    . ( )

    , (styling).

    (MARKETING RESEARCH)

    10%

    .

  • 48

    .

    .

    . ,

    ;

    .

    1.6. - (Action Programmes)

    ..

    ;

    ;

    ;

    ;

    (sales promotion

    programme).

    To Euroelectronic Bright

    :

    .

    :

  • 49

    : Euroelectronic .

    ,

    .

    14,000

    : .

    Bright .

    13,000.

    :

    : Euroelectronic MP 3

    .

    , ,

    , 5,000

    :

    10

    Bright.

    , 4,000.

    1.7. (- ) (Projected Profit and Loss Statement)

    , Marketing

    Plan.

    . ,

    , .

    .

    , ,

    . ,

    .

    .

    ..

  • 50

    .

    .

    Marketig Plan

    .

    20

    ( )

    2,299,000 0.03 260 155 105

    69,300 18,018,000

    7,276,500 3,500,000 3,776,500

    990,000 1,100,000

    110,000. 218,000

    1,358,500

    1.8. (Control)

    Marketing Plan

    .

    . Walker .. (8)

    :

    (Setting standards of performance)

    (Profitability analysis)

    (Customer Satisfaction)

    (Evaluating feedback

    data)

    (Taking corrective action)

    / (Strategy reassessment)

  • 51

    (Budget analysis)

    (Sales analysis)

    BRIGHT

    ICAP (20XX-2). , , 20XX-2.

    : www.icap.gr/kladikes/electronics/20xx.html.

    20-1.

    RESEARCH, Co. Ltd. (20XX-3). Consumers' Perceptions on Durables 20XX-3. Research, Co. Ltd.

    Data Bank, (20XX-2). World TV Market. Data Bank, p. 189.

  • 52

    2. V. Buell

    O V. Buell (9) ,

    .

    :

    (Situation Analysis)

    (Objectives)

    (Strategy)

    (Programs and their budget impact)

    (Schedules and assignmeuts)

    (worksheet) 2.2.

  • 53

    2.2: (Worksheet) V. Buell (1984).

    .

    :

    . :

    . :

    V. o Marketing (),:

    / / /

    (Service)

  • 54

    Buell :

    2.1.

    .

    :

    . (Macro)

    1. -

    2. -

    . (Micro)

    1.

    2.

    3.

    . "" .

    . .

    . - -

    (Markets served and Markets not served)

    .

    . .

    1. ,

    , .

    2. /.

    3. /.

    .

    1.

    2.

    3.

  • 55

    4. ()

    . arketing

    1.

    ) , ,

    .

    )

    2.

    ) -

    )

    )

    )

    3.

    )

    )

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    ) - ....

    4.

    ) ,

    , , , ....

    ) (

    ), , (, ),

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    . /

    . /

  • 56

    2.2.

    /.

    ,

    .

    , .

    , "

    ", : " 10%

    "

    :

    .

    : , , .

    . : ,

    , ....

    .

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    .

    :

    .

  • 57

    .

    .

    , , , ....

    , , , , ....

    ,

    .. ,

    ...

    .

    . ,

    , .

    .

    .

    ( ) .

    , ,

    .

    '

    . (10):

    ) (Market Penetration)

    ) (Market Development)

    ) (Product Development)

    ) , (Diversification)

  • 58

    ,

    .

    :

    ) image (High Profile Strategy)

    ) (Selective Penetration Strategy)

    ) (Preemptive Penetration Strategy)

    ) (Low Profile Strategy)

    ,

    .

    .

    :

    , , ..

    ..

    ,

    :

    ) (Market Modification)

    ) (Product Modification)

    ) (Marketing Mix Modification)

    , :

    )

    )

    ) (Milking Strategy)

    (11):

  • 59

    )

    )

    ) niche

    ,

    (12):

    ) (undifferentiated strategy)

    ) (focus strategy)

    ) (differentiated strategy)

    ) niche (

    )

    , .. . (1997)

    .

    2.4. (Tactics)

    ,

    .

    ,

    .

    ,

    Buell (13).

  • 60

    2.3:

    1.

    2.

    3. (brand name)

    4. (own lebel)

    5.

    1.

    .

    .

    2.

    .

    .

    3.

    4. (leasing, franchising, factoring)

    1. , :

    .

    .

    .

    .

    . ( )

    .

    .

  • 61

    .

    2.

    1.

    2. /

    3. /

    4. / /

    5. /

    6. /

    7. /

    1.

    2.

    3.

    4.

    5. (.. )

    1.

    . .

    . .

    2.

    . . /

    . .

    . / / .

  • 62

    3.

    .

    .

    .

    .

    .

    .

    .

    .

    1. :

    . .

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    . . ,

    2.

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    .

    1.

    . .

    . .

    . . /

    .

  • 63

    2.

    .

    .

    .

    3. ,

    : V. Buell (1984). . 260-262

  • 64

    3.

    , .

    -

    ,

    .

    ,

    ,

    .

    .

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    .

    ,

    2009-2010 .

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  • 65

    "" . ,

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  • 66

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    / .

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  • 67

    . ...

    .

    BRIC (, , , )

    ,

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  • 68

    , . -

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    (), ,

    ( 2010),

    2012.

    .

    2012-2015 ( 2011)

    . ,

    .

    , ,

    ,

    .

    -

    2005-2008, (

    . , 2010) (14).

    2.4:

    2007 2008 2009 2010 2011 2012

    .

    227.074 236.917 235.017 230.173 208,5 193,7

  • 69

    (-) %

    6,4 9,8 15,4 10,5 9,8% 10% (6%

    )

    ( )

    239.364 262.318 298.706 328.588 355.1 303,9

    %

    105,4 110,7 127,1 142,8 170,3% 156,9%

    (-) / (+)

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    -10864 -4,9%

    -4947 -2,4%

    -9699 -0,5%

    : . ( : www.statistics.gr. 2014).

    (15):

    ) 1 2013

    906.8 . , 2 698.3.

    2014 (., 2014).

    )

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    2007 2012 ( , 52,104

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    ;

    ) Icap Group 2011

    . 25.616

    ( 2011).

    - ,

  • 70

    . 3.3.%

    ( 168,8 2010 174,6 2009).

    (-11.6%) 78%

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    5.8% (2,8 )

    (-66,1%). (6.861 )

    7,4% (5,2 )

    (-78,6%). (

    ) 3,5% 1,2

    1,3 2009.

    20,2 % 2010 347,8 .

    25,8 . 2009. (3.341 )

    , 4%,

    19,6% 88%

    345,3 . 17,2% 2010

    20,5% 2009 (16).

    ) ICAP Group 4.021

    2011, 17 2012

    .

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    4.021

    EBITDA 2,1 . 32%

    157.000 ( 2,2 . ).

    ,

    (

    ). ,

    ,

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  • 71

    , .

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    ,

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    , 2.055 ( 51,1%

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    . ).

    (5,49 . ) 2011.

    5 2011 :

    .... . .. ( 702,06 .

    , 893,2 . 2010)

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    2010)

    () .. ( 177,08 . ,

    126,6 . 2010)

    .. ( 156,8 . 247,8 . )

    .. () ( 138,9 .

    98,2 . 2010)

  • 72

    1,69 .

    2011 (17).

    ) , 2012 ICAP -

    500 (18). ,

    ,

    500 , 4,5%, 2012,

    EBITDA , 44,3%.

    500 2,44 . 2012,

    .

    (2012), 500 77,6% ,

    (18).

    ) ,

    .

    (19),

    ,

    (85,7%).

    ,

    ,

    .

    .

    ,

    ,

    (19).

  • 73

    ()

    2013, 2013

    2014 (20).

    . :

    2013

    3,8%, , 5,6%,

    6,4% 2012,

    ..

    2013 7,5% 2012,

    (-7,4%). ,

    (-24,2% 17,9 .) 2010,

    ,

    (-15,6% 2,8 .).

    -, 4,6% 25,2% 2012.

    , 35,6%. 2008

    ,

    84,8% .

    . ,

    , .

    -, 11,8% 7,7%

    ,

    2012, 9,8% 13,9%.

    (-15,5% -7,4%),

  • 74

    (-7,9% -

    16,9%).

    2013

    , - 2013

    0,6% ,

    2011 (+0,4%).

    , ( 2005)

    2010 (19,1-19,2 .),

    2008 17,4% .

    4,0% 2013,

    (-6,3%). ,

    2,9 ., 43,9% (20).

  • 75

    2.5. 2014

    ( .)

    2012 2013 2014

    / 48.173 46.990 49.544

    3.323 3.624 2.789

    21.096 19.172 21.335

    26.083 24.628 24.529

    4015 3981 3980

    ANFAs & SMPs 303 2.833 2.489

    3.601 5.136 5.002

    / 61.499 52.572 49.449

    47.529 44.726 41.947

    20.511 18.543 18.410

    17.134 15.935 13.271

    .. 6.410 6.622 5.428

    3.474 3.526 3.718

    0 100 1.120

    -- 1.747 1.746 1.352

    12.224 6.100 6.150

    6.114 6.650 7.000

    2.830 -6.098 -4.875

    -13.009 -13.194 -6.778

    .. 1.870 999 997

    1.144 590 463

    647 1.319 654

    -2.233 5.856 344

    . -11.581 -4.430 -4.320

    (% ) -6,0% -2,4% -2,4%

    . -1.920 3.449 5.344

    (% ) -1,0% 1,9% 2,9%

    193.749 182.911 183.089

    : ( : http://www.iobe.gr/docs/economy/

    ECO_Q3_13_REP_GR.pdf. 2014)

    ,

    .

  • 76

    .

    .

    1929, ,

    General Electric, Kellog, Procter and Gamble ..

    (22).

    McKinsey ( 2008) 1.424

    ,

    (23).

    .

    ,

    .

    . ,

    ,

    , , ,

    , - ,

    .

    Value-for-Money

    ,

    value-for-

    money ,

    .

    value-for-money

  • 77

    . /

    .

    ,

    .

    ,

    ( )

    .

    B.C.G.

    Boston Consulting Group (BCG).

    (25):

    (

    , )

    ( ,

    )

    :

    (R&D)

  • 78

    -

    .

    ( ) .

    .

    ,

    .

    .

    ,

    .

    .

    .

    BCG (26)

    .

    .

    :

  • 79

    ;

    -

    -

    . ,

    .

    ;

    -

    .

    , (26)

    ,

    ,

    .

    , 1989-1992 U-Haul, .

    . -

    ( ) U-Haul

    .

    Rolls Royce General Electric ,

  • 80

    , .

    ,

    , . .

    RollsRoyce General Electric

    , .

    ,

    (

    ). ,

    . ; ,

    .

    ,

    .

    ; (26).

    BCG (27)

    :

    ) :

    .

    ,

    .

    (

    ). .

  • 81

    ) :

    , , ,

    .

    ,

    .

    .

    .

    CG The Boston Consulting Group (BCG)

    (28).

    - 2011 21 ,

    25.000 800

    .

    .

    .

    . BCG

    :

    ,

    ,

    ,

    ( , ,

    , ). ,

  • 82

    ,

    .

    , .

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    , .

    , , , ,

    . ,

    .

    1:

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    . value-for-money

    , :

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    parking

    12

    (staylate)

  • 83

    rentacar

    spa

    , , ,

    ...

    , ,

    .

    ,

    -, ;

    ,

    . ,

    . ,

    .

    () (2012) (29):

    2 :

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  • 84

    ,

    ,

    3:

    -, 50%

    ,

    - ,

    (, , ,

    .)

    ,

    ,

    ..

    , . ..

    ,

    , .. , ...

    take one stand

    .. , , memory pads, ,

    e-mail.

    , social-media

    ,

    /

  • 85

    - (.. , , ...) (, ) .

    - .

    .

  • 86

    -

    ,

    .

    ,

    MRK.

    ,

    :

    -

    MRK

    MRK

    , MRK

    Marketing Plan,

    :

  • 87

    .

    .

    ,

    "-".

    .

    .

    .

  • 88

    (1) Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation and

    Control, seventh edition, Prentice Hall, p. 73.

    (2) Mc Donald, W. (1998). Cases in Strategic Marketing Management, Prentice Hall, p. 9.

    (3) Lehmann, D. and Winer, R. (1997). Analysis for Marketing Planing, McGraw-Hill, p. 65.

    (4) Booz, Allen & Hamilton, Inc. (1992). New Products Management for the 1980s.

    Competitor Intelligence: A new Grapevine. The Wall Street Journal (April 12, 1989).

    (5) Tilikidou, I. (2001). Ecologically Conscious Consumer Behaviour: A research project

    conducted in Thessaloniki Greece. Unpublished doctoral dissertation, University of

    SunderlandUK.

    (6) , . (1999). , , . 210-213.

    (7) Cohen, W. (1998). The Marketing Plan, second edition, John Wiley & Sons,p. 32.

    (8) Walker, O., Boyd, H. and Larreche, J. (1995). Marketing Strategy: Planning and

    Implementation, second edition, McGraw-Hill, p. 344-354.

    (9) Buell, V. (1984). Marketing Management: A Strategic Planning Approach, McGraw-Hill.

    (10) , . (1997). , .

    .

    (11) , . (1999), .., . 324-325

    (12) , . (1999), .., . 362

    (13) Macroni, J. (1992). Marketing . Anubis.

    (14) , (2010). . 2010. 4.

    - , . 111-134.

    (15) / .. (2014).

    ) . : http://www.statistics.gr/portal/page/portal/

    ESYE/PAGE-economy. 2014.

    ) , 10 2014. :

    http://www.statistics.gr/portal/page/portal/ESYE/BUCKET/General/NWS_anergia_100

    12014.pdf. 2014.

  • 89

    ) . : http://www.statistics.gr/portal/page/portal/

    ESYE/BUCKET/General/greek_economy_28_05_2012.pdf.

    2014

    (16) (2011). Icap Group:

    . 8 2011. :

    http://www.agelioforos.gr/ default.asp?pid=7&ct=8&artid=105853.

    2011.

    (17) (2012). :

    Icap. :

    http://www.imerisia.gr/article.asp?catid=26519&subid=2&pubid =112879282.

    2012.

    (18) (2013). ICAP: 500

    . : http://www.tovima.gr/finance/article/?aid=537246.

    2013.

    (19) Papadopoulos, J., Efthimiou, I., Trigas, M. Papadopoulou A., 2012. Marketing strategies

    of furniture enterprises during economic crisis. PRIME Journal (Practical Issues in

    Management & Economics), Vol. 5, pp. 86-102.

    (20) IOBE (2013). . , . 73.

    : http://www.iobe.gr/docs/economy/ECO_Q3_13_REP_GR.pdf.

    2013.

    (21) &

    (.. ) (2011). .

    .

    (22) Rothbard, M. N. (1963). America's Great Depression. Princeton.

    (23) , . (2009). : !

    Marketing Management, . :

    http://www.epistimonikomarketing.gr/article_show.php?article_id=2880.

    2011.

    (24) Rhodes, D. and Stelter, D. (2009). Collateral Damage. Part 6: Underestimating the

    Crisis. Boston Consulting Group Inc., . 9-12

    (25) Reeves, M. and Deimler, M. S. (2009). Thriving Under Adversity: Strategies for Growth

    in the Crisis and Beyond. The Boston Consulting Group Inc., . 2-4.

  • 90

    (26) Macroni, 1992, , . 49.

    (27) Harsaae, J., Link, R., Rich, N., Richardson, K. and Sajdeh, R. (2010). No Shortcats: The

    Road Map to Smarter Marketing. The Boston Consulting Group Inc., . 12-17.

    (28) (2011). . :

    http://www.tovima.gr/finance/article/?aid=410863. 2014

    (29) , . , . (2012).

    . http://www.kemel.gr. 2012.

  • 91

    4. (Case Studies)

    4.1. H PLAYLAND

    The Marketing Plan, second edition William A. Cohen, 225-245.

    (case study) (

    ), ,

    . , .. ,

    , .

    .

  • 92

    Playland

    ,

    , ,

    .

    Playland ()

    .

    8,066. 70 , 24

    .

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    , ,

    .

    marketing plan, Playland

    (), .

  • 93

    (Eurostat, 20-1) 90%

    .

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    , .

    Playland .

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    .

    ,

    10% (Eurostat, 20-1).

    PLAYLAND

    .

    .

  • 94

    2011 ( ....)

    64% ,

    (, 2012) .

    ( -

    , 20-3)

    .

    ( 2.1).

    2.1:

    , . , . (20-3).

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    , .

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    .

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  • 95

    ....

    ( 2.2).

    2.2: (* )

    : , . , . (20-3).

    , , . 122

    Playland,

    . 90%

    . ,

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    ,

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    ,

    , ,

    0

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    40

    60

    80

    100

  • 96

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    .

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    -

    :

    , ,

    :

    -

    ( ..

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    (..

    )

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    )

    -

    A,

    23,6% 6.187 6 , 26,5% 11.540

    24.9% 7.566 6 .

  • 97

    *

    A 6.187 23.6%

    11.540 26.5%

    7.566 24.9%

    : .,( 20-1). 2011. : http://www.statistics.gr/census_2011. 20-1.

    *

    0 - 4 *

    A 1.563 38.4%

    2.675 34%

    2.224 38.1%

    : .,( 20-1). 2011. : http://www.statistics.gr/census_2011. 20-1.

    *

    ( 16 ) *

    A 37.582 64.8%

    53.475 63.2%

    38.157 61.8%

    : .,( 20-1). 2011. : http://www.statistics.gr/census_2011. 20-1.

    *

    Playland

    . ..

  • 98

    2-8 .

    1985. ,

    .

    .

    , .

    ,

    .

    ,

    .

    ,

    , .

    .

    .

    ,

    , ,

    .

  • 99

    S.W.O.T.

    Playland ,

    ,

    .... Playland

    standards ,

    .

    Playland ,

    .

    A, 122 . ,

    .

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    , .

    , ,

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    , 3-4

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    .

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  • 100

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    .

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    .

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    .

    .

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    .

  • 101

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  • 102

    Playland :

    :

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    .

    . .

  • 103

    Playland ,

    .

    .

    ,

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    .

    ,

    .

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    .

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    ,

    ,

    .

    .

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    ,

    .

  • 104

    Playland,

    ,

    . Playland

    .

    .

    (positioning) Playland.

    ,

    (word of mouth marketing)

    Playland .

  • 105

    Playland .

    - .

    15:30 ..

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    ,

    ,

    .

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    , ,

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    , , , .

    .

  • 106

    -.

    ,

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    , , ,

    Playland STAR,

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    , .

    , ,

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    .

    , ,

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    . ,

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  • 107

    /

    Playland A, 122 E. .

    , , ,

    -

    .

    ,

    .

  • 108

    =

    -

    .

    ,

    , , , ... 6,372/.

    ,

    Playland. 75%

    , 25%

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    240.94/. 52.5 .

    53 Playland

    .

  • 109

    -

    70

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    6,372

    ( , , , )

    240.94

    ( , , ....)

    1,453

    .

    PLAYLAND

    Eurostat, (20-1). Eurostat Yearbook 20XX-2. Eurostat. :

    http://epp.eurostat.ec.europa.eu/cache/ITY_OFFUB/KS-CD-07-001-10/EN/KS-CD-07-001010-

    EN.PDF. 20-1.

    .,( 20-1). 2011. :

    http://www.statistics.gr/census_2011. 20-1

    , . , . (20-3).

    , ,

    . 122

  • 110

    4.2. ..

    A.E.

    .

    , Northumbria Newcastle.

    (case study)

    , ,

    , . , ..

    , ,

    .

    ( )

    .

  • 111

    20, .. /

    .

    ,

    , Marketing Manager

    .. .

    - .

  • 112

    A.E. ,

    ().

    .

    , pubs ,

    .

    ,

    A.E. .

    :

    pubs, ,

    ,

    ,

    .

    , (2,000 )

    .

    :

    Light drinks

    ( ,

    )

    .

    ( ) arketing Manager ,

  • 113

    , A.E.

    .

    1

    Sparking Wine

    ,

    black-currant. .

    200.

    )

    )

    ) ( )

  • 114

    ,

    ( , 2.5 2.6).

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    , , , , .

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    . 20-8 3 . HL.

    , , 20%

    , 34% 20-. 20-7

    , 20-4 260 . .

    20-3 13.7%. (ICAP, 20-2)

    , 2.6 ( ),

    1 (20-13 20-9)

  • 115

    28.7 . (20-6 20-2),

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    , ( , 2.3) (ICAP, 20-

    2).

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    ffre

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  • 116

    . 20-10 20-7, (ICAP,

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    , ,

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    .

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  • 117

    20-10 20-

    7 10.89%. ( ICAP, 20-1)

    2.8 ( ).

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    20-7, 20-6 20-2

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    46.4 20-3,

    .

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    20-10 20-3

    (ICAP, 20-1).

  • 118

    -

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    .

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  • 119

    ( )

    (. )

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    ,

    .. 17%-

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    13.5%-14%. NESTLE ..

    8%-9%, . (CAP, 20-1)

    8 , 2.10

    63.5%-71.5%, 28.5%-36.5%

    .

  • 120

    A.E. .

    ,

    /.

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    ,

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    , ,

    ,

    effre.

  • 121

    S.W.O.T.

    O ,

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    Effre, ..

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  • 122

    ,

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  • 123

    .. ,

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    .

    : 375ml 1ml

    .

    ,

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    .

    : Effre

    , bars , music halls

    , catering

  • 124

    ,

    / supermarkets .

    : A.E.

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    . C

    . -

    , .

  • 125

    marketing

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    15-18 .

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  • 126

    .

    .

    .

  • 127

    A

    . :

    .

    .

    ,

    .

    .

    .

    .

    21 .

    .

    .

    , .

  • 128

    2.6:

    .

    20-13 339.6

    20-12 319.8

    20-11 262.3

    20-10 259.5

    20-9 286.0

    20-8 312.4

    20-7 234.8

    20-6 320.0

    20-5 263.6

    20-4 260.1

    20-3 295.8

    20-2 286.8

    : CAP (20-2). , , , ICAP, . 72.

    2.7:

    /

    20-13 33.8

    20-12 31.6

    20-11 25.6

    20-10 25.1

    20-9 27.6

    20-8 30.0

    20-7 22.5

    20-6 30.5

    20-5 25.2

    20-4 24.8

    20-3 28.1

    20-2 27.2

    : CAP (20-1). , , , ICAP, . 75

  • 129

    2.3:

    : CAP (20-1). , , , ICAP, . 56

    34 32

    26 25 28

    30

    23

    31

    25 25 28 27

    (

    /

    )

  • 130

    2.8: 20-10 20-2

    ( . )

    20-10 205,706 -

    20-9 278,636 35.45%

    20-8 358,348 28.61%

    20-7 408,317 13.94%

    20-6 438,369 7.36%

    20-5 461,094 5.18%

    20-4 475,316 3.08%

    20-3 493,977 3.93%

    20-2 495,897 0.39%

    : ICAP, (20-1). , , , ICAP, . 26

    2.9: 20-10 20-2 ( . )

    /

    20-10 205,706 6,488 2,194 210,000

    20-9 278,636 5,353 3,989 280,000

    20-8 358,348 6,329 4,677 360,000

    20-7 408,317 5,307 3,624 416,000

    20-6 438,369 7,847 6,216 440,000

    20-5 461,094 6,914 8,008 460,000

    20-4 475,316 6,974 12,290 475,000

    20-3 493,977 5,118 12,095 520,000

    20-2 495,897 5,370 18,000 550,000

    : ICAP, (20-1). , , , ICAP, . 26)

  • 131

    2.4: 20-10 20-2

    : ICAP, (20-1). , , , ICAP, . 28

    2.10: 20-10 20-3 ( . )

    /

    20-10 21

    20-9 27

    20-8 35

    20-7 40

    20-6 42

    20-5 44

    20-4 45

    20-3 46

    : ICAP, (20-1). , , , ICAP, . 23

    0

    100.000

    200.000

    300.000

    400.000

    500.000

    600.000

    (

    .

    )

    . /

  • 132

    2.11: 20-3

    .

    17%-18%

    PEPSICO-HBH - 13.5%-14%

    NESTLE .. 8%-9%

    . 4.5%-5.5%

    4.5%-5.5%

    .

    4.5%-5%

    .

    4%-5%

    .

    4%-5%

    . . 3.5%-4%

    : ICAP, (20-1). , , , ICAP, . 83

  • 133

    2.12: / (% )*

    20-10 20-6 20

    ()

    20-10 20

    ()

    % % % %

    15-24 17.0 15.5 15.2 -8.0

    25-34 19.7 19.8 17.4 -8.6

    35-44 16.7 17.1 18.9 +16.6

    45-54 14.7 16.0 16.3 +14.0

    55-64 12.4 12.1 12.9 +7.6

    65+ 19.5 19.5 19.2 +1.2

    *

    2.13: / (% )*

    20-15 20-10 20-5 20-1

    % % % %

    AB ( )

    16.7 18.0 21.7 24.1

    C1 (managers, , )

    22.1 23.4 27.3 29.2

    C2 ( )

    28.9 28.8 22.8 20.7

    D ( )

    18.1 17.5 16.2 14.5

    E ( . )

    14.3 12.3 12.0 11.5

    *

  • 134

    ,( 20-2). . 20-

    2). : http://www.eot.gr.... 20-1.

    CAP (20-2). , , , ICAP.

    ICAP, (20-2). , , , ICAP.

  • 135

    4.3. ..

    "

    .. " -

    .. 20. " .. "

    200-1 1

    20.

    .

    1970-1985.

    ,

    , .. (ICAP, 20-2, . i).

    KRICKET () 1955

    . 1981 KRICKET

    ... 1998

    1999 . 2000 KRICKET

    , , .. .

    50 20-1

    4,724,719.36 .

  • 136

    .. 20 .

    SWOT

    ,

    .

    30% .

    , positioning,

    ,

    .

  • 137

    20-9 20-3, 1,6%

    6.900.000 20-3 8.000.000 20-13 (ICAP, 20-2, . ii).

    (ICAP, 20-2, . ii).

    ,

    1,6% (ICAP, 20-2, . iii). 20-3 10.800.000

    293,5 . ( )

    40% . 4.300.000 117,4 . (ICAP,

    20-2, . iii).

    2.14: - (20-9-20-3)

    20-9 8.270.000 3.800.000 1.130.000 10.940.000

    20-8 7.450.000 4.030.000 1.150.000 10.330.000

    20-7 7.100.000 4.420.000 1.200.000 10.320.000

    20-6 6.900.000 4.600.000 1.200.000 10.300.000

    20-5 6.750.000 4.750.000 1.100.000 10.400.000

    20-4 7.100.000 4.600.000 1.100.000 10.600.000

    20-3 6.900.000 5.000.000 1.100.000 10.800.000

    : ICAP, (20-2). , , , ICAP, . iii.

    20-9 21,7%

    20-3 46,5% (ICAP, 20-2, . 104).

    20-9 894.841

    20-3 2.200.223 (ICAP, 20-2, . 108).

    20-3 ,

  • 138

    ,

    (ICAP, 20-2, . 111).

    1,2 (ICAP, 20-2, . 104).

    (20-4 / 20-3)

    . :

    2,2%

    33,7% (10,18)

    (12,79)

    1800

    4-5 (15

  • 139

    -

    RESEARCH (Research 20XX-1) 600

    20-1

    (Research 20XX-1).

    (12

    E - )

    (Research 20XX-1).

    (, -).

    (Research 20XX-1). ICAP

    1%

    (ICAP, 20-2, . 135).

    (ICAP, 20-2, . i).

  • 140

    ICAP

    144.812.571 ( )

    42 , 20-3 (ICAP, 20-2, . 38)

    . . 16.5%. BOSS SHOES

    3.5-4% . - . - SANTE 3-3.5%.

    . 2%

    AMERICA ,

    . PELMA SOLES ABE 1.5 2% (ICAP,

    20-2, . 106-107).

    ( 20-1, ) 20-2

    13 102.962.921 (

    ) 2.15

    . ..

    .

    2.9% 20-2

    3.7% 20-1. 20-1

    16%,

    .. , . - . - SANTE , .

    ..

    - LAST . (.

    2.14).

    :

  • 141

    2.15:

    20-2 20-1 - -

    %

    20-2

    20-1

    .. 34.011.508 43.004.413 8.992.905 26% 26,80% 30,20%

    BOSS SHOES 21.903.744 22.697.403 793.659 4% 17,20% 15,90%

    . - . - SANTE 10.552.629 13.073.542 2.520.913 24% 8,30% 9,20%

    . 3.704.208 5.417.140 1.712.932 46% 2,90% 3,80%

    3.712.192 5.256.827 1.544.635 42% 2,90% 3,70%

    AMERICA 3.847.977 4.688.679 840.702 22% 3,00% 3,30%

    3.822.446 4.242.770 420.324 11% 3,00% 3,00%

    . PELMA SOLES ABE 3.285.383 4.131.936 846.553 26% 2,60% 2,90%

    . 3.268.106 4.045.307 777.201 24% 2,60% 2,80%

    . 4.472.185 3.562.674 -909.511 -20% 3,50% 2,50%

    2.970.164 3.433.891 463.727 16% 2,30% 2,40%

    - LAST 5.040.658 3.131.392 -1.909.266 -38% 4,00% 2,20%

    . 2.371.721 2.701.103 329.382 14% 1,90% 1,90%

    102.962.921 119.387.077 16.424.156 15,95%

    * .

    : , . (20-1). , .

  • 142

    2.16 :

    20-3 20-2 20-2

    20-3 20-1

    200-1

    20-2

    ( ) 127.028.631 142.497.015 12,18% 143.921.985* 1%*

    ( ) 115.491 147.457 27,68% 116.200 -21,20%

    ( ) 3.699.046 5.176.340 39,94% 4.510.281 -12,87%

    2,91% 3,63% 24,75% 3,13% -13,73%

    519.214 408.112 -21,40% 218.547 -46,45%

    3.000.274 4.097.365 36,57% 3.501.797** -14,54%**

    1.653.303 2.322.214 40,46% 1.805.122 -22,27%

    ( ) 1.104.152 1.564.502 41,69% 1.151.803 -26,38%

    ( ) 549.151 748.370 36,28% 610.284 -18,45%

    ( ) 9.342 - 43.035 360,68%

    698.772 1.078.975 54,41% 1.008.484** -6.53%**

    211.975 242.361 14,33% 378.091 56,00%

    242.251 365.228 50,76% 312.124 -14,54%

    237.804 487.548 105,02% 318.270 -34,72%

    * ICAP **

    20-1

    .

    .

  • 143

    ) : .

    ( 90%) .

    .

    ) :

    .

    ) :

    /.

    ) : (7-10)

    ( ) .

    ) :

    .

    ) : ,

    .

    1)

    2) ()

    3)

  • 144

    2 3 20% .

    ..

    .

    45.

    . (200-2)

    90 - 96.

    .. .

    . .

    .

    .

    .

    :

  • 145

    ( & )

    ()

    &

    & &

    :

    50%

    30%

    10%

    10%

    (MOCASINO )

    23,6% ..

    1.000 ( )

    20,6% 55,8%

    1.000

    ( 2.5).

  • 146

    2.5: .. (20-1)

    ..

    ,

    .

    .

    (showroom)

    .

    .. 20-1 : )

    MEC , 20-1 ) Mosshoes, ,

    20-1 ) Plovdiv , 20-1.

    .

    .. 20-1 117.000 .

    DOT &

    DASH COMMUNICATION.

    "MOCASINO" &

    "" 23,6%

    (>1000 ) 20,6%

    (

  • 147

    ( ) . 20-1 T CAR,

    NITRO, DOWN TOWN, OUT, MAX, FOCUS, , , .

  • 148

    (SWOT ANALYSIS)

    1. ,

    2.

    3.

    4. ,

    5.

    6.

    7.

    8.

    9. , brand name

    10.

    11. 20-3 20-2

    12. 20-2

    13.

    1. 20-3 10%

    2. .

    3.

    4. ( )

    5. . ISO.

    6. / .

    7. 20-2: 1.950.000/2.091.000=0.93.

    :

  • 149

    /

    566.264.000/374.000.000=1.5

    8. (.. )

    9.

    10.

    11.

    12.

    1.

    2.

    3. *

    4.

    5.

    6.

    ().

    7. ,

    1.

    2. ,

    3. .

    4. **

    * ,

    .

  • 150

    5. ,

    6. ,

    7.

    8.

    9. own label

    10. ,

    ** ,

    .

  • 151

    20-3

    20-2.

    .

    1% 20.

    30% 20-1.

    (generic product)

    ,

    / .

    ,

    (McDonald, 2001, . 253).

    : , ,

    (McDonald, 2001, . 248).

    :

    ,

    .

  • 152

    (Kotler and Armstrong, 1996, . 235).

    .

    , ,

    . (20-4 / 20-3).

    Kotler Armstrong

    (1996 . 249)

    .

    .

    K .. (2

    /) (>1800/)

    200 .

    ..

    :

    : 1800 (., 20-4/ 20-3,

    . 109)

    :

    16 (., 20-4/ 20-3, . 105).

  • 153

    ( )

    ( ) (Kotler and Armstrong, 1996, . 255).

    .

    .

    ()

    20-3

    (on season ).

    positioning

    brand name.

    - own

    label .

    .

    .

    .

    (

    )

  • 154

    ( ).

    .

    /.. ..

    .

    .

    :

    1.

    .

    2.

    .

  • 155

    3.

    .

    4. (

    -)

    .

    5.

    .

    6. 20.

    (..

    20+1) .

    , ,

    :

    , , ,

    , , ,

    ..

  • 156

    (push) (pull)

    :

    showroom (-)

    .

    20-1 ,

    .

    7.500.

    :

    ( , )

    -

    :

    11..

    () ( )

    22..

  • 157

    :

    1.

    (.. )

    . 5.000 .

    (MEN STATUS) .

    38.000 .

    , ,

    (gasino SUNDAY).

    25.000 .

    (

    )

    . ,

    15.000 .

    2.

    ( )

    ( Star FM)

    :

    .

    .

    /, 8 spots , 1440 spots,

    38.000 .

  • 158

    3. -

    -

    () .

    2

    ( ) , 24.000 ,

    2

    , 11.000 .

    4.

    .

    :

    1.

    .

    .

    6.000 .

    2.

    20%

    10% .

    .

    1.000 .

    3. happenings

  • 159

    :

    . 3.000

    4.

    /

    /

    . ,

    4.500 .

    .

    .

    .

    2.000 .

    ad hoc (

    )

    . 30.000

    , ,

    . 10.000

    20

  • 160

    156,000

    83,000

    2 4=8 5,000

    2 6 =12 38,000

    2 6 =12 25,000

    2 4 = 8 15,000

    2 90 8 = 1440 spots 38,000

    35,000

    21/2 11.000

    2 24.000

    22,000

    7,500

    6,000 1,000 2 3,000 3 4,500

    2,000

    2 40,000

    220,000

    .

    ... media shop.

    ,

    .

  • 161

    Diamond, E. (1999). . , .

    ICAP (20-1). 20-2 20-1,

    , , ICAP.

    ICAP (20-2). , , , ICAP.

    Kotler, P., and Armstrong, G. (1996). Principles of Marketing, 7th International Edition, New

    Jersey, Prentice-Hall International.

    McDonald . (2001). (Marketing Plans), , ,

    Perreault, W. D. Jr., and McCarthy, E. J. (1999). Basic Marketing: A Global-Managerial

    Approach, 13th - International Edition, McGraw Hill.

    Research, (20XX-1). . Research,

    .

    Stat Bank, (20-1). . 29/1/20-1.

    http://www.statbank.gr/sbstudies.asp

    -,

    (20-3). www. elsevie.gr .

    , . (1995). . , .

    ...., (2002) :

    (), 2002,

    (....).

    94/11/ (1994). . 9/95. . L 100

    19/04/1994 . 0037 0041.

    , . (20-1). . Alpha Consulting

    Group. 20-1.

    , . (2003). . ,

    .

    , . (1997). . , ..

  • 162

    4.4. (case study)

    .

    . , , . ,

    , 2007. BAMBINO,

    ,

    .

  • 163

    , 90

    (ICAP, 2005, . i).

    ,

    .

    .

    ,

    ,

    (ICAP, 2005, . 13).

    Bambino

    ,

    . 1991,

    Zenith .., .

    ,

    .

    ,

    30 22 . .

    250 2005

    23,37 , 2006 30 .

  • 164

    2007 28%

    .

    (P. Kotler,

    1997, . 279)

    .

    60% ,

    .

  • 165

    . 2000-2005,

    (2006) . 2005

    112.042 107.545 103.267

    2000 ( 8.5%).

    .

    ,

    . 2005 3,5%

    2,9% 2004 (ICAP, 2006, . 4).

    ...

    2005 (ICAP, 2006, . 4).

    ICAP (2006, . 4)

    (59,3%) 2005 ,

    7,3% .

    (ICAP, 2006, . 5).

    2006 49,2%

    8,7% (ICAP, 2006, .

    12).

  • 166

    ,

    ,

    . ,

    , , (.

    .6342/863/27-3189)

    88/378/ 3-5-1988,

    . :

    14

    .

    ,

    ,

    ,

    .

    , ,

    . ,

    ,

    ).

    , CE,

    . CE

    ,

    , ,

    .

    2001

    PVC,

    .

  • 167

    . 16/11/1994 2251

    ( 14 . 8) ,

    7 22 24 (ICAP 2005, .5-6).

    2002-2004. 2005

    240 . 205 . 2004.

    15% - 17%. 90-92%

    2004.

    .

    70%-73%

    (ICAP 2005, . ii).

    , 1

    (, 2004/2005).

  • 168

    2.17: . .

    -Hobbies

    , , ,

    ..

    7,97 7,17

    750 0,27 0,26

    751-1100 0,95 0,77

    1101-1450 2,03 1,73

    1451-1800 3,17 2,44

    1801-2200 5,44 4,21

    2201-2800 9,03 7,95

    2801-3500 13,77 12,6

    3501 26,23 24,33

    : (2004/2005). , .

    2004/2005 (, 2004/2005)

    7,97 -hobbies, 7,17 ( 90%)

    , ,

    , , , , ,

    , 0,8 ( 10%)

    . -hobbies

    6 (19,67/)

    4 (15,68/ ) (. 2).

  • 169

    2.18: . .

    1 2 3 4 5 6 <

    -Hobbies 7,97 1,56 3,45 9,14 15,68 15,32 19,67

    , , , - , , , ,

    7,17 1,41 3,35 8,16 13,92 13,51 17,68

    : (2004/2005). , .

    ,

    (, ..)

    3 (34,19/ ) (. 2.16).

  • 170

    2.19: . .

    -Hobbies

    , , ,

    ...

    7,97 7,17

    65

    1,57 1,22

    65

    1,56 1,56

    3,62 3,52

    1 16

    18,18 17,1

    2 16

    27,68 25,67

    3 16

    35,64 34,19

    1 / 16

    5,75 4,49

    1 16

    4,58 3.56

    9,33 7,91

    : (2004/2005). , .

    :

    ,

    .

    ,

    .

    ( ,

    )

    .

  • 171

    , ,

    , ,

    .

    , ,

    ,

    ,

    .

    ( 40%) ( 10%),

    (StatBank, 2006).

    , (ICAP 2005, .7-8).

    ,

    , ,

    ,

    ,

    . ,

    .

    50% (ICAP, 2005, . 58).

    ,

    .

    .

    (, 2005)

    45% 2005.

  • 172

    ,

    , franchising

    (ICAP, 2005, . 14).

    ,

    ,

    .

    .

    ,

    ( )

    2004, ICAP (2005, . 69)

    JUMBO

    . Bambino 8-9% .

    :

    JUMBO

    JUMBO 62%-62,5% .

    2004 54,3%

    .

    (3.323.602). Jumbo

    40% .

    15.000 (55%)

    , .

    JUMBO ,

    . 41 JUMBO 2

  • 173

    . (19)

    .

    ,

    8,5%-9%.

    ( 8%).

    . 50%

    .

    30 20 16

    , 2 1 .

    5,5%-6%

    .

    , 13,38% 2004 14,50% 2003.

    2004

    (25.381 2003 71.000 2004). 6

    .

    Toys Academy

    Toys Academy 3,5%-4%

    5,27% . Toys

    Academy

    2003 (76.287) 2004

    (47.245),

    .

    Toys Academy 6 5

    1 . Toys Academy shop in

    shop Notos Galleries .

  • 174

    Comfusio

    Comfusio 3%

    8,80% . Comfusio

    (332.914)

    50% .

    17 (8) .

    (3), (2),

    (2), (1) (1).

    90-95%

    2004.

    ,

    Carrefour (ICAP 2005, . 69).

    2.20:

    (2004)

    JUMBO 67%-67,5%

    8,5%-9%.

    Bambino 8-8,5%

    5,5%-6%

    Toys Academy 3,5%-4%

    Comfusio 3%

    : ICAP (2005). , , , ICAP, . 69.

  • 175

    2000

    ( 30%)

    ( .., 2003, Tilikidou and Delistavrou, 2005).

    (Tilikidou and Delistavrou, 2005).

    (Tilikidou and Delistavrou, 2005).

    ( ).

    (attitudes)

    (Tilikidou and Delistavrou, 2005).

    .

    .

    :

    35-44 , -

    . , ,

    .

    ,

    (Tilikidou and Delistavrou 2005).

    , Bambino

    , .

  • 176

  • 177

    2006 60%

    Bambino,

    12% 28%. 35%

    0-12 , 35%

    12-36 30% 3+ .

    44,44%

    56,56%

    .

    80% Bambino

    brand name, 20%

    . Bambino

    -

    Playmobil FisherPrice.

    .

  • 178

    2.21:

    / 2004 2005 2006

    1. 205.000.000 240.000.000 275.000.000

    2.

    ( ) 0,082 0,085 0,085

    3. 25 25 25

    4.

    15 15 15

    5.

    10 10 10

    6. 672.34 769.80 935.000

    7. 16.810.850 19.232.000 23.375.000

    8.

    6.724.340 7.692.800 9.350.000

    9. 4.545.800 4.604.610 4.543.050

    10.

    2.178.540 3.088.190 4.806.950

    11. 200.000 300.000 500.000

    12. 2.000 2.000 5.000

    13. 1.976.540 2.786.190 4.301.950

    ,

    .

    66,67% 2006.

    , (150%), .

    .

  • 179

    .

    .

    Bambino .

    Bambino

    . Bambino

    (7.500.) 8 .

    (30) Bambino (22) :

    (6), (3), (2), , , , , ,

    , , , , , , , ,

    , , , , , .

    :

    Bambino

    (ERP)

    . ,

    ,

    .

  • 180

    25

    . ,

    Bambino .

    .

    Bambino

    .

    . 40% 2006 10%

    .

    ,

    , .

    Bambino ,

    ,

    .

    2006 500.000 200.000 2004

    300.000 2005. 40%

    2006 200.000, 50%

    .

    17 7 2007.

    .

    .

    .

  • 181

    Bambino

    ( ).

    Bambino Advert.

    .

    .

    .

    .

    Bambino

    (.. , ),

    .

    , .

    Bambino

    .

    , ( 5 )

    .

    . ,

    ( ) 100

    .

    . :

    BONUS CARD, 5%

    80.

  • 182

    300 (1/1) 20

    .

    , , .

    happenings , ..

    , - ..

    happenings

    .

    (..

    , SOS) 10%

    .

  • 183

    (SWOT ANALYSIS)

    80% brand .

    ,

    .

    , ,

    .

    (ERP),

    .

    - Playmobil FisherPrice.

    Bambino

    .

    3

    1 .

    .

    20% ,

    .

    .

    .

    (positioning)

  • 184

    15% .

    ,

    .

    .

    .

    ,

    /

    .

    ,

    super markets

  • 185

    -

    (positioning);

    - ;

    ;

    ;

    ;

    Bambino ;

  • 186

    28,5%

    43%

    28,5%

    1 .

    .

    .

    ,

    (P. Kotler, 1997, 279).

    .

    positioning ,

    ,

    .

  • 187

    (TARGET MARKET)

    , - ,

    3 .

    (POSITIONING)

    ,

    .

    (PRODUCT LINE)

    ,

    .

    (PRICING)

    .

    (DISTRIBUTION)

    .

    (ADVERTISING)

    ,

    . : )

    brand Playmobil

    FisherPrice, )

    .

    60%.

    (SALES PROMOTION)

    Playmobil

    FisherPrice

  • 188

    .

    .

    (PUBLIC

    RELATIONSHIPS)

    .

    FisherPrice.

    .

    .

    (MARKETING

    RESEARCH)

    30.000

    .

  • 189

    , brands

    .

    (. ) (Green Toy Co

    Cornpack GmbH & Co)

    . Play Toys,

    ( , 25

    ), ( ,

    - , , ),

    . : (ISO 9001),

    (ASTM & EN71), (SA 8000) (ISO

    14001). .

    Green Toy Co

    3 6 .

    Cornpack GmbH & Co PlayMais.

    PlayMais 100% ,

    , .

    , .

    - .

    Bambino

    .

    ,

    .

    .

  • 190

    .

    .

    , ,

    .

    .

    ,

    (, 2008, . 426).

    ,

    (, 2008, .

    430).

    2003-2004,

    56%-81% (ICAP 2005, . 14). Advert

    Bambino.

    : 1 (19),

    (4),

    . spots 27

    .

    spots :

    35spots/, 40

    70spots/ , 5 (1/12 7/1)

  • 191

    70spots/ , 2 (2

    )

    70spots/ , 3 (9/6 30/6)

    70spots/ , 2 (1/11

    15/11)

    2.240 spots ( 15sec) 27 =60.480 spots.

    300.000.

    . 500.000 100.000

    . 100.000

    Bambino, :

    ( , 200.000 ),

    (, 100.000 ),

    (, 100.000 )

    (, 100.000 )

    (, 100.000 )

    :

    200.000.

    300.000.

  • 192

    :

    . 1.000.

    , ,

    . -,

    . 3.000.

    . 7.000.

    .

    25.000.

    36.000

    , ,

    .

    BONUS CARD .

    5.000.

    15%

    .

    .. 5.000.

    ,

    .

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    .

  • 193

    .

    . 5.000.

    50 .. Bambino

    .

    .

    . 100.000.

    Bambino

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    :

    Bambino Bambino

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    3 3

    4 . 8.000.

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    , 15:00 19:00.

    5.000

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    Bambino 6.000.

    Bambino

    SOS. 1 20

    . 3.000.

    . 1.000.

    Bambino .

    - 2

    . 4.000.

  • 194

    Bambino .

    : , . 4.000.

    Bambino . 2

    2 4 . 4.000.

    Bambino .

    2

    4 . 4.000.

    20%

    . ActionAid

    . ... 5.000.

    164.000.

    , ,

    .

    ,

    .

    .

    Bambino:

    Playmobil, FisherPrice PlayMais

    . 1%

    .

  • 195

    ActionAid

    .

    .

    Bambino

    10.000 .

    ...

    links

    . ,

    , ,

    . , e-mail

    .

    .

    .

    .

    , .

  • 196

    2008 /

    1. 316.000.000

    2. 0.095

    3. 30

    4. 18

    5. 12

    6. 1.000.670

    7. 30.020.000

    8. 12.008.040

    9. 5.000.000

    10. 7.008.040

    11. 800.000

    12. 30.000

    13. 6.178.040

  • 197

    BAMBINO

    ICAP (2005). ,

    , , ICAP.

    ICAP (2006). : 2005 2006. ICAP.

    Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control,

    9th International Edition, New Jersey, Prentice- Hall International.

    StatBank (2006). , StatBank.

    online : http://www.epr.gr/release/110882/. 2006.

    Tilikidou, I. and Delistavrou, A. (2005). Pro-environmental Purchasing Behavior: the Inhibiting

    Influence of the Materialistic Values. In: Ziamou, P. and Zotos, Y. (Eds.) Marketing

    Contributions to Prosperity and Peace, Proceedings of the 9th International Conference

    on Marketing and Development, Thessaloniki GR, International Society of Marketing and

    Development (CD).

    (2005). :

    , , 5/1/2005. online : http://www.express.gr.

    2005.

    .. / (2004/2005). , .

    : http://www.statistics.gr/gr_tables/S804_SFA_1_TB_5Y_05_4_Y.pdf.

    http://www.statistics.gr/gr_tables/S804_SFA_1_TB_5Y_05_1_Y.pdf.

    http://www.statistics.gr/gr_tables/S804_SFA_1_TB_5Y_05_5_Y.pdf.

    http://www.statistics.gr/gr_tables/S804_SFA_1_TB_5Y_05_9_Y.pdf.

    2006.

    .. / (2006).

    - . :

    Http://www.statistics.gr/tables/S200_SPO_1_TS_00_06_3_Y.pdf

    2006.

    , . (2008). : , 5 ,

    , University Studio Press.

  • 198

    , . (1990). , 2 , ,

    .

    , . (2005). . , .

    , ., , . , . (2003).

    .

    1 :

    , ,