• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Proposed Marketing Plan for Lacher Pty Ltd Watchmakers.

Extracts from this document...


Proposed Marketing Plan for Lacher Pty Ltd 1. Company Background: In the year 1925 Frieda Lacher had found the company Lacher & Co together with her companion Ludwig Hummel. From this company name the brand name Laco was derived. In 1936 Frieda's son Erich took over the company changing its name to Erich Lacher Uhrenfabrik. He then produced the legendary observation watch. Also in the 1950s the company cared for quality and thus the brand name Laco established itself among the big renowned watch brands of Germany. (Source: http://www.laco.de/lacoeng/history.html) Today, Lacher is a small company capable of producing 1,000 watches daily and their four products lines include Pilot, Diving, Sports and Dress watches. ...read more.


Our iconic pilot watches will remain faithful to its original design but will house affordable and yet reliable Japanese watch movements. Illustrated below are the proposed Pilot watch models made popular in the 1940s: 3. Innovation Justification & Value Creation: (Define Innovation and Value Creation) After performing market research (define) and gathering feedback from a sample of respondents, the following established reasons seek to justify our proposal and reflect the value creation to current and new markets: 1. The current range of Laco pilot watches is deemed to be too expensive, too small, or too massive by collectors. 2. Furthermore, purists and beginners alike are more akin to pilot watches without branding on the watch dial, yet are aware of our pedigree in watch production. ...read more.


Target Market Segments & Product Fit A product can only be perceived by customers as valuable and innovative when the right groups are targeted. As such, the rise of value conscious watch collectors from Asian markets such as India, Singapore, Hong-Kong, Malaysia, Japan, Taiwan, Vietnam and Indonesia will form the bulk of our new target customers whose profile will be discussed further into the marketing plan. Such collectors tend to male, budget conscious working professionals that lead sporty lifestyles or live a sedentary existence, spend about US$1,000-10,000 on watch collection and are interested in time-pieces that have historical relevance. 6. Conclusion This new marketing direction for Lacher Pty Ltd marks the first step in the process of positioning our company as the Swatch brand of Germany. More details will be unveiled in the Marketing Plan pending approval. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Marketing Plan for Vitaminwater in Hong Kong

    -Replenish nutrients and electrolytes lost when sweating Price Around HK$16/500ml (HK$3.2/100ml) Around HK$6/300ml (HK$2/100ml) Around HK$9.5/600ml (HK$1.6/100ml) Around HK$9.2/500ml (HK$1.8/100ml) Placement Supermarkets, convenience stores, vending machines Supermarkets, convenience stores, vending machines Supermarkets, convenience stores, vending machines Supermarkets, convenience stores, vending machines Promotion -Mainly sponsor university students during university activities in

  2. Zorbas Bakeries Ltd.

    regarding the improvements of the puff pastry production line. The result of this was the quality improvement of the products of both Companies. These strong relationships are one of the key reasons that make Zorbas Bakeries the leader of the Bakery Industry at Cyprus at quality, service, customer satisfaction and performance.

  1. Marketing plan of Nestle (Malaysia) Berhad

    (Nutrition Society Malaysia (NSM), 2004) The country has a milk processing industry, which produces: the sweetened condensed milk, yoghurt, pasteurized milk, recombined milk, UHT milk, ice cream. The milk processing industry currently has seven to eight main corporations. Sweetened condensed milk is widely used as a creamer and sweetener for

  2. Marketing Plan - NRG

    First, lululemon enlists local athletes and fitness instructors as Ambassadors who provide feedback to lululemon on the fit, function, fabric, design and quality of their apparel. In return, lululemon sends staff and customers to help these instructors build their own businesses.

  1. Mobile Learner Business Plan.

    Development 14 4.2 Architecture 15 4.3 Technology 16 5 Financial and Contingency Plan 16 5.1 Profit and Loss Forecast 16 5.2 Break-Even Analysis 17 5.3 Funding Required 17 5.4 Risk Analysis 17 5.5 Exit Strategy 17 Appendix 1 A.1 Appendix 1 1 A.2 Appendix 2 2 1 1 Organisational Plan

  2. Marketing Magnum ice-cream in Vietnam

    levels It also helps Magnum drive constant improvement in company processes and systems because it promotes a "culture of experimentation." Company leaders and functional departments perpetually explore opportunities to improve upon product and service offerings to adapt to current and future needs of customers.

  1. Sony Marketing Plan

    Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony Financial Holdings. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company?s slogan is Sony. Like no other. SONY Products The first market mix element is Product.

  2. Marketing Plan for "Moviestar" magazine in Vietnam

    This magazine has the largest number of share volume that is about 1 million average readerships. However, this magazine focuses on older women and households which may not be a threaten for MOVIE STAR magazine. - E-magazine: the biggest competitors of 24h Online Advertising Joint Stock Company are VNExpress website

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work