.

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MARKETING STRATEGY

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..

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: -

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

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22

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

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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). , ,

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26

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Marketing Plan . Kotler.

Euroelectronic Corporation

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Marketing Plan .

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Euroelectronic Samsung,

Sony, L.G., Panasonic Sharp. Philips

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Sony 12.4%

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Panasonic 8.3%

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48

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49

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Marketing Plan

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:

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(Profitability analysis)

(Customer Satisfaction)

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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

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(-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).

.

,

.

. ,

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Boston Consulting Group (BCG).

(25):

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RollsRoyce General Electric

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BCG (27)

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) :

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). .

81

) :

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.

CG The Boston Consulting Group (BCG)

(28).

- 2011 21 ,

25.000 800

.

.

.

. BCG

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,

( , ,

, ). ,

82

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, , , ,

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1:

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. value-for-money

, :

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parking

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(staylate)

83

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spa

, , ,

...

, ,

.

,

-, ;

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. ,

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.

() (2012) (29):

2 :

,

, ...

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,

3:

-, 50%

,

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.)

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,

..

, . ..

,

, .. , ...

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

.

.

, door to door.

, ,

.

marketing plan, Playland

(), .

93

(Eurostat, 20-1) 90%

.

. ,

.

,

A, .

,

, .

Playland .

, , -

( 7:30 17:30).

,

.

14:30 . 105.00

55.00 .

/ .

.

,

10% (Eurostat, 20-1).

PLAYLAND

.

.

94

2011 ( ....)

64% ,

(, 2012) .

( -

, 20-3)

.

( 2.1).

2.1:

, . , . (20-3).

, , . 85

.

, .

,

.

0%

5%

10%

15%

20%

25%

30%

95

....

( 2.2).

2.2: (* )

: , . , . (20-3).

, , . 122

Playland,

. 90%

. ,

.

,

.

,

, ,

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20

40

60

80

100

96

..,

.

- &

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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

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Playland ,

,

.... Playland

standards ,

.

Playland ,

.

A, 122 . ,

.

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, .

, ,

Playland

, 3-4

.

Playland ,

.

Playland

-

.

100

Playland ,

. -

.

.

: ,

.

, ,

.

, .

Playland,

.

.

,

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.

Playland

.

,

,

.

,

,

.

.

101

-

, ,

3 4

,

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, ,

.

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.

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.

102

Playland :

:

70 ,

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.

:

,

.

. .

103

Playland ,

.

.

,

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Playland

.

, Playland

.

,

.

, Playland ,

.

Playland

,

,

.

.

Playland

,

.

104

Playland,

,

. Playland

.

.

(positioning) Playland.

,

(word of mouth marketing)

Playland .

105

Playland .

- .

15:30 ..

Playland

,

,

.

55.00 105.00

, ,

.

, ,

.

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, , , .

.

106

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.

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, .

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.

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.

.

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super markets, ,

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,

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.

,

107

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Playland A, 122 E. .

, , ,

-

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.

108

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,

Playland. 75%

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. 362.25/.

240.94/. 52.5 .

53 Playland

.

109

-

70

8,066

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)

, ,

, . , ..

, ,

.

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.

111

20, .. /

.

,

, Marketing Manager

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- .

112

A.E. ,

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114

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20-10 2.6 . HL,

. 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),

26.2

, ( , 2.3) (ICAP, 20-

2).

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116

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20-1) .

.

, ,

, ,

, ,

,

.

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2.7 ( )

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.

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35.45% 20-10. 20-6 20-2,

3%-5%.

117

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7 10.89%. ( ICAP, 20-1)

2.8 ( ).

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550,000 . , 6% 20-3. 20-3

520,000 . , 9.5%

20-4.

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,

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.

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118

-

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)

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.

119

( )

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18%. PEPSICO-HBH -

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8 , 2.10

63.5%-71.5%, 28.5%-36.5%

.

120

A.E. .

,

/.

A.E.

,

.

, . Marketing-Manager

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,

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O ,

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.

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.

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.

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.

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. .

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.

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, catering

124

,

/ supermarkets .

: A.E.

.

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.

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. C

. -

, .

125

marketing

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.

,

.

.

&

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effre.

1 , .

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15-18 .

500,000.

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.

,

.

spots . 5.000.

(vouchers) 20, 30 50

.

193

.

. 5.000.

50 .. Bambino

.

.

. 100.000.

Bambino

() , 10 , .

:

Bambino Bambino

() (10 ).

3 3

4 . 8.000.

2

, 15:00 19:00.

5.000

Bambino:

- 1 .

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 :

, ,