Marketing strategy for Jack Wolfskin for entering the Turkish market. Elaborated within a marketing management course.

1. MARKETING MANAGEMENT – 24.12.2013
JASPER SCHWENZOW

2. Structure
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
1 Our company
1.1 characteristics
1.2 challenges
2 Market analysis
2.1 SWOT
2.2 Competitors
2.3 Turkish vs European market
3 Strategy
3.1 Targeting
3.2 Positioning
4 Implementation
4.1-4 4Ps
5 Finance
5.1 Input
5.2 Output
6 Evaluation
7 Monitoring
8 Sources

3. Our company – characteristics
Name: Jack Wolfskin GmbH & Co. KGaA
Foundation: 1981 in Frankfurt, Germany
CEO: Michael Rupp
Products: Outdoor-, sport-, leisure-,
travelling clothing & equipment
Sales: 355 Mio. EUR (2011)
Stores: EU 319, Asia 512, Turkey 1
Employees: ca. 700 (2013)
Slogan: „At home outdoors“
1. Our company
1.1 characteristics
1.2 the challenge
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

4. Our company – the challenge
1. Enhance performance in Turkey
2. Finding a new suitable marketing strategy,
a new way to market Jack Wolfskin in
Turkey and the Middle-East
1. Our company
1.1 characteristics
1.2 the challenge
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

5. SWOT – Internal Turkey
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
Less known out of Europe
not associated with good looks
Disappointing sales in 2012
Low number of Selling points
Weak social media performance
Strong brand in Europe
Valuable technology patents
Family friendly product range
Competitive prices

6. SWOT – External Turkey
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
Fake products
Higher price sensitivity
Adidas & Nike compatible products
Less outdoor fascination
Recent experience with international marketing
Wilderness-chic proven successful
Growing, young population
Growing mobility
Low direct competition

7. SWOT – Summary
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
• Less outdoor fascination
THREATSOPPORTUNITIES
• Growing, young population
• Growing mobility
WEAKNESSSTRENGTH
• Strong brand in Europe
• Competitive prices
• Less known out of Europe
• Not associated with good
looks

8. Competition
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

9. Turkish vs. European market
Turkish market European market
Younger Older
Fascinated by
Europe/America
Fascinated by “True
Wildernesss”
Purchasing Power lower Purchasing Power higher
Less interest in outdoor
activity
Higher interest in outdoor
activity
Fierce competition
1. Our company
2. Market analysis
2.1 SWOT
2.2 Competition
2.3 Turkey vs EU
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

10. Strategy – target market
• 16-40 years old
• Middle income
• characteristics
– High technology affinity
– Usage of social media
– Educated
– High mobility
– Environmental consciousness
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

11. Strategy – target market
• 36.2 (Million people 16-40 years old) * 0.21
(study quota in 2009) = 7.6
• 19.1 Million Internet users in this age range
• 7 Million facebook users that study or
graduated
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
≈> 7 M potential consumers

12. Strategy – Postioning
Central message
Jack Wolfskin dresses you – for
going anywhere, anytime!
Create new line
Jack Wolfskin – 4Seasons
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

13. Strategy – Positioning
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
What’s the perspective?
– if it proves successful in Turkey it can be applied in
domestic markets
– it may meet the threat of new competition by adidas / nike
in a direct way

14. Strategy – Positioning
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources
REGULAR CLOTHING
Zara, H&M, Hugo Boss…
OUTDOOR CLOTHING
Columbia, Vaude, TheNorthFace…
Consciousness
Functionality
Quality
Youth
Regular Use
General Mobility
Jack
Wolfskin –
4Seasons

15. Strategy – Positioning
Feature Classical 4 seasons
Main Target age 25-55 16-40
Target income level High Middle
Slogan “At home outdoors” “Dressed for going
anywhere, anytime”
Product focus Ultimate quality &
functionality
Quality & looks
Spirit Wilderness Travelling
1. Our company
2. Market analysis
3. Strategy
3.1 Target market
3.2 Positioning
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

16. Product
• 4 season collection (slightly altered regular product
range)
• High quality supported by warranty
• Fashionable & functional clothes
• Opportunity to combine different functions of the
clothes
• Social and ecological responsibility
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources

17. IMC – data
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources
• Internet users: 45.7% of the Turkish population
• Facebook is the most visited site
• 16.6% of internet user in Turkey use twitter
• 10.2 hours spent on social networkng

18. IMC – strategy
• Advertising through the internet and social media (no
TV, radio)
– Collection of travel experiences
– Organize contests
– Focus on facebook
• Sponsoring events and sportsmen/-women
• Travelling events („Explore Turkey with Jack
Wolfskin 4S“)
– Finding partners (travel agencies, sports clubs)
– Promotion stands at airports
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources

19. Price – Comparison
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources
The North Face
589.- ₺
Jack Wolfskin
369.- ₺
Columbia
599.- ₺

20. Price
• Keep prices steady compared to
regular line
– Jacket: 300 ₺
– Trousers: 200 ₺
– Bag: 150 ₺
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources

21. Distribution
• Increase number of franchise
shops from 1 to 10
• Strong support of internet
platform (connection to
facebook)
1. Our company
2. Market analysis
3. Strategy
4. Implementation
4.1 Product
4.2 IMC
4.3 Price policy
4.4 Distribution
5. Finance
6. Evaluation
7. Monitoring
8. Sources

22. Finance - input
• Estimated costs per year
– Internet Marketing
• Administration Homepage
• Facebook Marketing
• SEO
– Sponsoring events
– Store building (Franchise)
– Travelling events
– Designing cost
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
5.1 Input
5.2 Output
6. Evaluation
7. Monitoring
8. Sources
+ 50,000
+ 400,000
+ 2,000
+ 300,000
+ 0
+300,000 (?)
50,000 (?)
_________
= 1,102,000 ₺

23. Finance - output
Calculation:
- Profit margin:
82 𝑀
281.5 𝑀
= 29.1%
- Sales increase by 9,750,000 ₺
- Profit (without marketing costs) 2,837,250 ₺
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
5.1 Input
5.2 Output
6. Evaluation
7. Monitoring
8. Sources

24. Evaluation
• Extra Profit:
2,837,250 – 1,102,000 = 1,735,250₺
• Growth in market share: +5 % point (goal)
• Growth in sales: + 50% (goal)
• Test and eventually establishment of a new
sustainable strategy
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

25. Monitoring
Weekly checks, graphical presentation
• Main parameters to check:
– Growth of sales in Turkey
– Market share at least
• Further check on:
– Facebook fanpage analyse
– Audits in new-built stores
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources

26. THANK YOU FOR YOUR ATTENTION
26

27. Sources
• https://www.daad.de/medien/sachstand_t__rkei_.pdf;
• http://www.jack-wolfskin.de; 21.12.13
• http://www.statisticbrain.com/social-networking-statistics/;
21.12.13
• http://www.ipedr.com/vol62/002-ICLMC2013-M00016.pdf;
21.12.13
• http://tr.wikipedia.org/wiki/T%C3%BCrkiye_demografisi; 21.12.13
• http://www.alternatifbilisim.org/wiki/TÜRKİYE’DE_İNTERNET’İN_
DURUMU_-_2013; 21.12.13
• https://www.unternehmensregister.de/ureg/result.html;jsessionid=
47F94E4F17897FB2A8DE4488844BBB83.web02-
1?submitaction=showDocument&id=9337550; 21.12.13
1. Our company
2. Market analysis
3. Strategy
4. Implementation
5. Finance
6. Evaluation
7. Monitoring
8. Sources