MARKETING STRATEGY

, 2014

MARKETING STRATEGY

, 2014


________________________________________________________ 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
1

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


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


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39.
: Kotler, P. (1988). Marketing Management: Analysis, Planning, Implementation and
Control, sixth edition, Prentice Hall, p. 53.

21

2.2. Wilson ..
,
.
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 1.3:

: Wilson, R. M., Gilligan, C., and Pearson, D. (1992). Strategic Marketing Management,
Prentice Hall, p. 38, .

23

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24

(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.

25

26



(MARKETING PLANS)

27

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Philip Kotler

30

 Victor Buel , ,
,
.

1. P. Kotler

(Marketing Plan).
Marketing Plan P. Kotler (1);
;
P. Kotler (1) Marketing Plan
:

31


Marketing Plan

1.
Executive Summary

executive
.

2.
Current Marketing Situation
3. /
SW/OT Analysis

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S/W: /
O/T: /

.
ssue Analysis
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Objectives

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Strategy
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Projected profit -loss

statement
8.
Control

32

 , (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)

, , ,
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W. Mc Donald (2)
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33

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5% 20-10 20.
4.5%
2,300,000 .
"
" ICAP (20XX-2)
, plasma (pdp)
(lcd) .


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34

 2.1
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36
2.1:
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20-1

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1.

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2.

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0.04

0.03

3.

200

220

240

250

4.

120

125

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150

5.

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80

95

100

100

6.

(12)

60,000

63,000

88,200

66,000

7.

(36)

12,000,000

13,860,000

21,168,000

16,500,000

8.

(56)

4,800,000

5,985,000

8,820,000

6,600,000

2,000,000

2,000,000

3,500,000

3,500,000

10.

2,800,000

3,985,000

5,320,000

3,100,000

11.

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1,000,000

900,000

12.

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1,000,000

1,100,000

1,000,000

13.

100,000,

120,000

150,000

100,000

14.

1,200,000

1,865,000

3,070,000

1,100,000

(89)

(10-11-12-13)

 ,
20-2, 20-1 .
Bright,
20-2,
20-1.
4.2%.
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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 )

38

,
5% Euroelectronic Bright.
.
Sony, , , 33 ,
,
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Euroelectronic 37%
, 23% , 10% ,
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Euroelectronic 30% ,
.

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39

 80% .
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80%
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,
.

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O
,

40

 , (6)
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.
Bright :
Euroelectronic
.
.
service
.
Bright :
Bright
, .
Euroelectronic
.
Bright "", positioning,
Samsung ( ) Sony ().
Euroelectronic ,
.
.
Bright
.
(Research
and Development).

41

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

, Euroelectronic
.

Bright ,
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Bright
, .
Bright :
Super Markets
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home cinemas .
,
.

42


(Issues Analysis)
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Euroelectronic
Bright :
Euroelectronic
;
-
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Euroelectronic

.... ; ,
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Euroelectronic

;

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43

Euroelectronic
( )
;

1.4. (Objectives)
'
(7).
:
- (Financial Objectives)
- (Marketing Objectives)

.

..
.
20%
.
20 1.35 .
20 18 .

.
1.35 .,
18 .
260, 69.300 .
2.3 . , 3% .

44

 ,
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18 2003, 9% 2002
69.300 , 3% .
Bright 15% 30%.
.
260.
.
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45

 :
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. . :
Euroelectronic Bright
.
.
home
cinemas. 4%.
,
.

.

.

) :

46

(TARGET MARKET)

(POSITIONING)

(PRODUCT LINE)

home cinemas.

(PRICE)

4%.

(DISTRIBUTION)

.
.

SERVICE

service.

(ADVERTISING)

.
10%.

10%.

(SALES PROMOTION)

. .

3%

(RESEARCH AND

. ( )

DEVELOPMENT)

, (styling).

10%

(MARKETING RESEARCH)

47


.
.

. ,


;

.

1.6. -
(Action Programmes)

..
;
;
;
;
(sales promotion
programme).
To Euroelectronic Bright
:
.
:

48

: Euroelectronic .
,
.
14,000
: .
Bright .
13,000.
:
: Euroelectronic MP 3
.
, ,
, 5,000
:
10
Bright.
, 4,000.

1.7. (- )
(Projected Profit and Loss Statement)
, Marketing
Plan.
. ,
, .
.
, ,
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.
.
..

49

 .

.
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)

50

 (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.

51

2. V. Buell
O V. Buell (9) ,
.
:
(Situation Analysis)
(Objectives)
(Strategy)
(Programs and their budget impact)
(Schedules and assignmeuts)
(worksheet) 2.2.

52

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

. :

. :

V. o Marketing (),:

(Service)

53

 Buell :
2.1.
.
:
. (Macro)
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2. -
. (Micro)
1.
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3.
.

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. .
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(Markets served and Markets not served)
.
.

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.
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54

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57

,
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) image (High Profile Strategy)
) (Selective Penetration Strategy)
) (Preemptive Penetration Strategy)
) (Low Profile Strategy)
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58

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,
(12):
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) (focus strategy)
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)


, .. . (1997)
.

2.4. (Tactics)

,

.
,
.
,
Buell (13).

59

 2.3:

1.
2.
3. (brand name)
4. (own lebel)
5.

1.
.
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.
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63

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2007
2008
2009

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.

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2012
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5.8% (2,8 )

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, 4%,
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2011, 17 2012
.

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EBITDA 2,1 . 32%
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2010. EBITDA 31,5%,
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, 2.055 ( 51,1%
55,7% ) , 3,44 . ( 4,85
. ).
(5,49 . ) 2011.
5 2011 :

.... . .. ( 702,06 .
, 893,2 . 2010)

COSMOTE .. ( 388,8 . 406,1 .

2010)

() .. ( 177,08 . ,
126,6 . 2010)

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

.. () ( 138,9 .
98,2 . 2010)

71

 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).

72

 ()
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%),

73

 (-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).

74

 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
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-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)

,
.

75



.
.
1929, ,
General Electric, Kellog, Procter and Gamble ..
(22).
McKinsey ( 2008) 1.424

(23).

.


,
.
. ,

,
, , ,
, - ,
.
Value-for-Money
,
value-formoney ,

.
value-for-money

76

 . /
.

,
.

,

( )

.
B.C.G.

Boston Consulting Group (BCG).


(25):

(
, )

( ,

)

(R&D)

77

-
.
( ) .
.
,
.

.
,

.
.
.
BCG (26)
.


.
:

78

;

-
-
.

.
;

, (26)

,
,
.
, 1989-1992 U-Haul, .
. -
( ) U-Haul

.
Rolls Royce General Electric ,

79

 , .
,
, . .

RollsRoyce General Electric

, .
,

(
). ,

. ; ,
.
,
.
; (26).

BCG (27)

:
) :

(

). .

80

, , ,
.
,

.
.
CG
The Boston Consulting Group (BCG)

(28).
- 2011 21 ,
25.000 800
.

.

.
. BCG
:

,
,

,
( , ,
, ). ,

81

,
.

,

, .
, , , ,
. ,


.
1:

, ,

. value-for-money
, :

(.. )

parking

12
(staylate)

82

rentacar

spa

, , ,
...

, ,
.
,
-, ;


,

. ,
. ,
.
() (2012) (29):
2 :

,
, ...

83

,
,

3:

-, 50%

- ,

(, , ,
.)

,
..
, . ..

,
, .. , ...

take one stand

.. , , memory pads, ,

e-mail.

, social-media

,
/

84

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


- .


.

85

 -


,
.
,
MRK.

,
:

-
MRK
MRK
, MRK
Marketing Plan,
:

86

 .


.
,
"-".
.
.


.

87

(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.

88

) . : 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
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(26) Macroni, 1992, , . 49.

(27) Harsaae, J., Link, R., Rich, N., Richardson, K. and Sajdeh, R. (2010). No Shortcats: The
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(29) , . , . (2012).
. http://www.kemel.gr. 2012.

90

4. (Case Studies)
4.1. H PLAYLAND

The Marketing Plan, second edition William A. Cohen, 225-245.
(case study) (
), ,
. ,

.. ,

, .

91


Playland
,
, ,
.
Playland ()
.
8,066. 70 , 24
.

.
, door to door.

, ,
.
marketing plan, Playland

(), .

92


(Eurostat, 20-1) 90%
.
. ,
.
,
A, .
,
, .
Playland .
, , -
( 7:30 17:30).

,
.

14:30 . 105.00
55.00 .
/ .

,
10% (Eurostat, 20-1).
PLAYLAND
.

.

93



2011 ( ....)
64% ,

(, 2012) .

( , 20-3)
.
( 2.1).

30%
25%
20%
15%
10%
5%
0%

2.1:
, . , . (20-3).
, , . 85
.
, .
,
.

94

 ....
( 2.2).

100
80
60
40
20
0

2.2: (* )
: , . , . (20-3).
, , . 122


Playland,


.

90%

. ,

.

,
.
,

, ,

95

 ..,
.

- &
-
:

, ,

:
-

( ..
... )

(..
)

(.. ''
)

-
A,
23,6% 6.187 6 , 26,5% 11.540
24.9% 7.566 6 .
96

 *
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
. ..

97

 2-8 .
1985.

.
.

, .
,
.
,

.

,
, .

.

.
,
, ,

.

98

S.W.O.T.

Playland ,
,
.... Playland
standards ,
.
Playland ,
.
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.
() ...
. 1.5
, .
, ,


Playland
, 3-4
.
Playland ,
.
Playland
-
.

99

 Playland ,
. -
.
.
: ,

.
, ,
.

, .
Playland,
.
.
,
Playland
.
Playland
.

,
,
.
,
,
.
.

100

, ,
3 4
,
A .
, ,
.


4 ,
.


.. ,
.

101

Playland :
:
70 ,
8,066

:

.

:

,
.

. .

102

Playland ,

.
.

,
.... , ,
Playland
.
, Playland
.
,

.

, Playland ,

.
Playland
,

.
Playland

,
.

103

 Playland,
,
. Playland
.

.

(positioning) Playland.
,
(word of mouth marketing)
Playland .

104

Playland .
- .

15:30 ..

Playland
,
,
.
55.00 105.00
, ,

, ,
.

Playland.

Playland

, , , .

.

105


-.
,
.
, , ,

Playland STAR,
19:00 20:00
, .
, ,
Playland.
.

, ,
.
.

.

. ,
super markets, ,
-.
,

.
,

106

/
Playland A, 122 E. .
, , ,

.
,
.

107

=
-

.
,
, , , ... 6,372/.
,
Playland. 75%
, 25%
. 362.25/.
240.94/. 52.5 .
53 Playland
.

108

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-07-001010EN.PDF. 20-1.

.,( 20-1). 2011. :

http://www.statistics.gr/census_2011. 20-1
, . , . (20-3).
, ,
. 122

109

4.2. ..
A.E.
.
, Northumbria Newcastle.
(case study)

, . , ..
, ,
.
( )
.

110


20, .. /
.
,
, Marketing Manager
.. .

- .

111


A.E. ,
().

.
, pubs ,
.

,
A.E. .
:
pubs, ,
,
,
.

, (2,000 )
.

:


Light drinks
( ,
)
.
( ) arketing Manager ,

112

, A.E.
.

1
Sparking Wine
,
black-currant. .
200.

)
)
) ( )

113

,
( , 2.5 2.6).
,
, , , , .
35 ,
. ,
cola ....

,
, ....
,
,
,
.
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, 0,
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)

114

 28.7 . (20-6 20-2),

26.2
, ( , 2.3) (ICAP, 202).

2
ffre
ffre
.
, 375ml ( pubs, supermarkets ) 1litre
( ). .
ffre, ,
,
. ,
.

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test-drive.
) image .
)

( ).

)

)

115

. 20-10 20-7, (ICAP,
20-1) .

.

, ,
, ,
, ,
,

.

20-2 495,897 . ,
0.39% 20-3,
493,977,000 .
2.7 ( )
20-10 20-2
.
20-10 20-7. , 20-9
35.45% 20-10. 20-6 20-2,

3%-5%.

116

 20-10 207 10.89%. ( ICAP, 20-1)

2.8 ( ).

. , 20-2
550,000 . , 6% 20-3. 20-3
520,000 . , 9.5%
20-4.

2.4 ( ).

20-10
20-7, 20-6 20-2
3%.
,
46.4 20-3,
.

. 2.9 ( )
20-10 20-3
(ICAP, 20-1).

117

-

( ,
)




, .

( , ,
...)


.

-
,
.

118



( )
(. )

,
,
.
2.10 ( )
.
,
.. 17%18%. PEPSICO-HBH -
13.5%-14%. NESTLE ..
8%-9%, . (CAP, 20-1)
8 , 2.10
63.5%-71.5%, 28.5%-36.5%
.

119

A.E. .
,
/.
A.E.
,
.
, . Marketing-Manager
, ,

,
effre.

120

S.W.O.T.

O ,
.
A.E.
.

.
,
.
, 8%-10% (, 20-2)

.


.

(SO 9002)
Effre, ..
A.E. ,
.
, .

121


,
. A.E.
.
image .,
.

,
.

.
A.E. ,
,
, .

122

.. ,

, ,
.

Effre ,

,
.
: A.E. .

.
: 375ml 1ml
.
,
. .
: 60 1.20 . Effre

.
: Effre

, bars , music halls
, catering

123

 ,
/ supermarkets .
: A.E.
.
(, ).
.
-: ( 2.11 2.12), 1/3
. C
. -
, .

124

marketing
:

.
,
.

.
&
effre.
1,000,000.

effre.

1 , .

, 15-18
15-18 .
500,000.

125

.


.
.

126

 A
. :


.

.
,
.
.
.

.
21 .


.

.


, .

127


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

128

 (/)

34

32
26

28
25

31

30

28

23

25

25

27

2.3:
: CAP (20-1). , , , ICAP, . 56

129

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)

130

600.000

( . )

500.000
400.000
300.000
200.000
100.000
0

. /

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

131


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

132


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

133

,( 20-2). . 202). : http://www.eot.gr.... 20-1.

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

134

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 .

135


.. 20 .
SWOT
,
.

30% .
, positioning,

,
.

136

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 ,

137

 ,
(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<)

(14,99)
16

(16,20)
(16,14)

138

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).

139



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).
:

140

 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
. - . SANTE

21.903.744

22.697.403

793.659

4%

17,20%

15,90%

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%

. PELMA SOLES
ABE
.

3.822.446

4.242.770

420.324

11%

3,00%

3,00%

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). , .

141


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
2,91%

5.176.340
3,63%

39,94%

-12,87%

24,75%

4.510.281
3,13%

408.112
4.097.365

-21,40%

218.547

-46,45%

519.214
3.000.274

36,57%

-14,54%**

1.653.303

2.322.214

40,46%

3.501.797**
1.805.122

( )

1.104.152

1.564.502

41,69%

1.151.803

-26,38%

( )

549.151

748.370

36,28%

610.284

-18,45%

( )

43.035

360,68%

698.772

9.342
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%

( )

)

( )

-13,73%

-22,27%

* ICAP
**

20-1
.

.

142

) : .
( 90%) .

.
) :
.
) :
/.
) : (7-10)

( ) .
) :
.
) : ,

.

1)

2) ()

3)

143

 2 3 20% .

..
.

45.

. (200-2)
90 - 96.

.. .
. .

.

.

.

:

144


&

( & )

&

&

()

50%

30%

10%

10%

(MOCASINO )
23,6% ..
1.000 ( )
20,6% 55,8%
1.000
( 2.5).

145

 (20-1)
"MOCASINO" &
""
23,6%

(<999
)
55,8%

(>1000 )
20,6%

2.5: .. (20-1)

..
,
.


.
(showroom)
.
.. 20-1 : )
MEC , 20-1 ) Mosshoes, ,
20-1 ) Plovdiv , 20-1.
.

.. 20-1 117.000 .
DOT &
DASH COMMUNICATION.

146


( ) . 20-1 T CAR,
NITRO, DOWN TOWN, OUT, MAX, FOCUS, , , .

147

 (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.
:

148

 /
566.264.000/374.000.000=1.5
8. (.. )
9.
10.
11.
12.

1.
2.
3. *
4.
5.
6.

().
7. ,

1.

2. ,
3. .
4. **
*

,
.

149

5. ,
6. ,
7.
8.
9. own label
10. ,

* ,
.

150



20-3
20-2.

1% 20.

30% 20-1.

(generic product)

,
/ .
,
(McDonald, 2001, . 253).
: , ,
(McDonald, 2001, . 248).
:
,
.

151

(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).

152



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

.

.
()
20-3

(on season ).
positioning
brand name.
- own
label .


.

.
.

(
)

153

( ).

.
/.. ..

:
1.
.
2.
.

154

3.
.
4. (
-)
.
5.
.
6. 20.
(..
20+1) .

, ,
:
, , ,
, , ,
..

155

(push) (pull)

showroom (-)

.

20-1 ,
.
7.500.

( , )

:
1.
() ( )

2.
156

:
1.
(.. )
. 5.000 .

(MEN STATUS) .
38.000 .
, ,

(gasino SUNDAY).
25.000 .
(
)
. ,
15.000 .
2.

( )
( Star FM)
:


.
.
/, 8 spots , 1440 spots,
38.000 .

157

3. -
-
() .
2
( ) , 24.000 ,
2
, 11.000 .
4.

.

:
1.
.
.
6.000 .

2.


20%
10% .
.
1.000 .
3. happenings

158

. 3.000
4.
/
/
. ,
4.500 .

.

.

.
2.000 .

ad hoc (
)
. 30.000
, ,
. 10.000

20

159

2 4=8
2 6 =12
2 6 =12
2 4 = 8

2 90 8 = 1440 spots

21/2
2

156,000
83,000
5,000
38,000
25,000
15,000
38,000
35,000
11.000
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.

,
.

160

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). . , ..

161

4.4.
(case study)
.
. , , . ,
, 2007. BAMBINO,
,
.

162





, 90
(ICAP, 2005, . i).
,
.

.
,

,
(ICAP, 2005, . 13).
Bambino
,
. 1991,
Zenith .., .
,
.
,
30 22 . .
250 2005
23,37 , 2006 30 .

163


2007 28%
.
(P. Kotler,
1997, . 279)
.

60% ,
.

164





. 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).

165


,
,
. ,
, , (.
.6342/863/27-3189)
88/378/ 3-5-1988,
. :

14
.
,
,
,
.

, ,

. ,
,
).
, CE,

. CE

,
, ,
.
2001
PVC,
.

166


. 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).

167

 2.17:
.
.

Hobbies

, ,
,

..
7,17

7,97

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).

168

 2.18:
. .

1 2 3 4 5

-Hobbies
7,97
1,56
3,45
9,14
15,68
15,32
, ,
7,17
1,41
3,35
8,16
13,92
13,51
, ,
, ,
,
: (2004/2005). , .

6 <
19,67
17,68

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

169

 2.19:
.
.

Hobbies

, ,
,

...
7,17
1,22

7,97

1,57
65
65
1,56
1,56


3,62
3,52
1
18,18
17,1
16
2
27,68
25,67
16
3
35,64
34,19
16
1
5,75
4,49
/ 16
1
4,58
3.56
16

9,33
7,91
: (2004/2005). , .

,

.

,

.

( ,
)
.

170

, ,

, ,

.

, ,
,
,
.

( 40%) ( 10%),
(StatBank, 2006).

, (ICAP 2005, .7-8).

,
, ,
,
,
. ,
.
50% (ICAP, 2005, . 58).

,
.
.
(, 2005)
45% 2005.

171


,
, 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

172

. (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 .
173

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.

174


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
, .

175

176

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.
.

177


2.21:
/

2004
1.
2.
( )
3.
4.

5.

6.
7.
8.

9.
10.

11.
12.
13.

2005

2006

205.000.000

240.000.000

275.000.000

0,082

0,085

0,085

25

25

25

15

15

15

10

10

10

672.34

769.80

935.000

16.810.850

19.232.000

23.375.000

6.724.340

7.692.800

9.350.000

4.545.800

4.604.610

4.543.050

2.178.540

3.088.190

4.806.950

200.000

300.000

500.000

2.000

2.000

5.000

1.976.540

2.786.190

4.301.950

,
.
66,67% 2006.
, (150%), .

.

178

.
Bambino .
Bambino
. Bambino
(7.500.) 8 .
(30) Bambino (22) :
(6), (3), (2), , , , , ,
, , , , , , , ,
, , , , , .
:

Bambino
(ERP)
. ,
,
.

179


25
. ,
Bambino .
.
Bambino
.

. 40% 2006 10%
.
,
, .

Bambino ,
,
.
2006 500.000 200.000 2004
300.000 2005. 40%
2006 200.000, 50%
.
17 7 2007.

.

.

.

180


Bambino
( ).
Bambino Advert.

.
.
.

.
Bambino

(.. , ),
.

, .
Bambino
.

, ( 5 )
.
. ,
( ) 100
.

. :

BONUS CARD, 5%
80.

181

 300 (1/1) 20
.

, , .

happenings , ..
, - ..
happenings
.

(..
, SOS) 10%
.

182

 (SWOT ANALYSIS)

80% brand .

,
.

, ,
.

(ERP),

.

- Playmobil FisherPrice.

Bambino

3
1 .

20% ,
.

(positioning)

183

15% .

.

.

,
/
.

super markets

184


-
(positioning);

- ;

;

;

;
Bambino ;

185



28,5%
43%

28,5%
1 .
.
.

,
(P. Kotler, 1997, 279).
.
positioning ,
,
.

186

, - ,

(TARGET MARKET)

3 .

(POSITIONING)

(PRODUCT LINE)

(PRICING)

(DISTRIBUTION)

(ADVERTISING)

,

. : )

brand Playmobil
FisherPrice, )
.
60%.

(SALES PROMOTION)

Playmobil
FisherPrice

187

(PUBLIC

RELATIONSHIPS)

.

FisherPrice.

.

30.000

(MARKETING

RESEARCH)

188

, 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
.
,
.

.

189


.


.
, ,
.

.
,
(, 2008, . 426).
,
(, 2008, .
430).

2003-2004,
56%-81% (ICAP 2005, . 14). Advert

Bambino.
: 1 (19),
(4),
. spots 27
.
spots :

35spots/, 40

190

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

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.

191

. 1.000.

, ,
. -,

. 3.000.

. 7.000.

.
25.000.

36.000
, ,
.

BONUS CARD .
5.000.

15%
.

.. 5.000.

,
.
spots . 5.000.

(vouchers) 20, 30 50
.

192

.
. 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.

193


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%
.

194

ActionAid
.

.
Bambino
10.000 .

...

links
. ,
, ,
. , e-mail
.

.
.
.
, .

195


2008
/

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

196

316.000.000
0.095
30
18
12
1.000.670
30.020.000
12.008.040
5.000.000
7.008.040
800.000
30.000
6.178.040

 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
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, , 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.

197

, . (1990). , 2 , ,
.
, . (2005). . , .
, ., , . , . (2003).
.
1 :
, , 26-27/5/2003, . 559-573.
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.

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Bagozzi, R. P., Rosa, J. A., Celly, K. S. andCoronel, F. (1998). Marketing Management, Prentice
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Cohen, W. (1998). The Marketing Plan, second edition, John Wiley & Sons.
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