International Project Week 2016 - Spring 2016 Hochschule Aschaffenburg

1. Direct & Interactive Marketing
International Project Week 2016
Case study
Develop a growth plan

2. International Project Week 2016
Group 1
Case study
Develop a growth planCansu Ekiz
Aaron Fath
Erdonita Meta
Laura Henninger
Wilhelm Holzwart
Vincent Le Lièvre
Regina Kaminetska
Gabriela Anna Giegerich
Women between 45-69

3. Presentation Otto Group
Otto GmbH & Co. KG
- subsidiary of Otto Group
- founded 1949
- located in Hamburg
- 4350 Employees
- 2.355 Billion € (85% via otto.de)
- Selling Fashion, Technic, Beauty, Kitchen, etc.

4. Homepage
pictures
comments
payments
social
network
description

5. Market Segmentation
Important variables
• Geographic: country
• Demographic: age, gender, income
• Psychographic: social class, lifestyle
• Behavioral: consumer knowledge

6. Target
Women 40-49
family status: divorced or married
size: mainly 40-42
fashion: modern, up to date
preference: high-quality brands,
staying in shape,
young-styles
income: higher income
(3000-6000)
brands:

7. Target
Women 50-59
family status: divorced or married
size: mainly 42- 50
fashion: natural looks
preference: classic, quality brands
income household: > 4000 €
brands:

8. family status: married or widowed
size: mainly 42 +
fashion: natural looks
preference: comfortable, classic
income household: lower income (1500-2500 €)
brands:
Target
Women 60-69

9. New Mailing List

10. Communication & Incentives
Target group 45-49
- Membership card
- Coupons (5€/10€)
- Cat walk event (immediately order for
100€ = free delivery)

11. Direct Marketing: Mailing

12. Direct Marketing: Mailing

13. Direct Marketing: Mailing
Head-quarter in Berlin

14. Target group 50-60/ 61-69
- Coupons (a second one for friends)
- Monthly catalogue made for the target group
- VIP membership card (silver, gold,platinum)
Communication & Incentives