1. Introduction
2. Definition and ResearchBelow-the-line (BTL) Marketing
The characteristics of below-the-line marketing activities are also the advantages:
BTL marketing is one of the most appropriate tools for small business enterprises because of the following reasons:
· The impact of BTL marketing is more measurable as compared to other modes of marketing as the emphasis is more on selling units rather than building brand value. · As BTL promotions are targeted at groups having unique needs, they create a bigger impact in terms of customer satisfaction, and ultimately, in terms of revenue. [4] · In an era where competition in tough and customer loyalty is essential, being able to directly address existing or potential customers is key. Benefits include prospect profiling, depth explanations of product solution, ability to capture information and enable follow-up communications. [5]
3. How does Gebrüder Stitch use below-the-line marketing?Summary of the relevant presentation?
How did the presenter answer the question provided above?
4. Group opinionBTL marketing is the appropriate tool for a niche product like gebrüder stitch jeans.Capacity is 100% used -> decline orders -> raises exclusivenessBrand value is individual, exclusive, personal, seen as an insider’s tipHowever: expansion potential, growing plans -> mix of Above the line and below the line marketing suggestive.
5. References· Kalpana, Samata, Ravindra, Urmilla (2012), TECHNICAL EDUCATION INSTITUTIONS AND BTL MARKETING STRATEGIES, in Arth Prabhand: A Journal of Economics and Management Vol.1 Issue 9, December 2012, ISSN 2278 ‐ 0629, p. 59 - 66 · Kingpin Intelligence (2009), BELOW THE LINE MARKETING – DIRECT & PERSONAL, in Kingpin technology online research panel, http://www.kingpin-intelligence.com/researchpanel_casestudy.html, p. 1 - 4
[1] cf. Kalpana et. al (2012), p. 60 [2] cf. Kingpin Intelligence (2009) [3] cf. Kalpana et. al (2012), p.61-62 [4] cf. Kalpana et. al (2012), p.61-62 [5] cf. Kingpin Intelligence (2009) Team: Johanna Schauerhofer, Manish Abraham, Stefan Ortmair, Dasha Zuyeva, Klaus Allerstorfer.
About Me (Manish Abraham): I am pursuing MSC in Engineering in Innovation and Product Management from University of Applied Sciences Upper Austria, which involves Holistic integration of marketing, design and technology, combined with strategic thinking in order to develop product innovations in a sustainable way. Specializing in Development Process Engineering, Mechatronics, Business Economics and Marketing, also complemented by Industrial Design know-how. To Read More about me Click Here or just view my Video Resume. If your company is looking for someone with the all the above mentioned qualities do Contact me.
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