Mammut Today
Group Assignment
Strategy B2C
Group Assignment
Strategy B2C
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Agenda
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1. Currentsituation
2. SWOTAnalysis 3. Consumersegmentation 4. Currentandfuturevalues 5. Pointonsalesstrateggy 6. Questions
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Conzzeta company
Source: Conzzeta 2018
https://conzzeta.com/en/company/at-a-glance/
Current Situation
Source: Conzzeta half year report 2017
SWOT Analysis
Strengths
• High qualitative products
• High technology / Innovative products
• Swissness
• Brand reputation
• Community of customers
• Monobrand stores
• Expert in its field (Know-How)
• Expert in more than one branch of products (climbing, skiing, mountaineering, etc.)
Strengths
• High qualitative products
• High technology / Innovative products
• Swissness
• Brand reputation
• Community of customers
• Monobrand stores
• Expert in its field (Know-How)
• Expert in more than one branch of products (climbing, skiing, mountaineering, etc.)
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SWOT Analysis
Opportunities
• Internationalisation
• Swissness
• Online shops
• Community of consumers
• Simplify the use of the online shop
• Collaboration with other online market places
• Digitalisation
• Robotization
• Customisation and personalisation • Diversification of sport equipment • Higher sustainability
• Longer guarantee
Opportunities
• Internationalisation
• Swissness
• Online shops
• Community of consumers
• Simplify the use of the online shop
• Collaboration with other online market places
• Digitalisation
• Robotization
• Customisation and personalisation • Diversification of sport equipment • Higher sustainability
• Longer guarantee
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SWOT Analysis
Weaknesses
• Does not appeal to younger generations • Does not appeal to international people • Too expensive
• Only few shops
• No marketing
• Monolingual online shop (only German)
Weaknesses
• Does not appeal to younger generations • Does not appeal to international people • Too expensive
• Only few shops
• No marketing
• Monolingual online shop (only German)
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SWOT Analysis
Threats
• Competitive environment (CH, GER, AT) • Political environment
• Trends
Threats
• Competitive environment (CH, GER, AT) • Political environment
• Trends
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Consumer Segmentation
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Consumer Segmentation
• Keep the current target group while focusing on new ones
Who is our target group?
“People who enjoy outdoor. People who like to mountaineer, to ski, to hike etc. People who like to have an certain kind of lifestyle.”
Potential new target groups:
• younger generation (incl. foreigner growing up here)
• Keep the current target group while focusing on new ones
Who is our target group?
“People who enjoy outdoor. People who like to mountaineer, to ski, to hike etc. People who like to have an certain kind of lifestyle.”
Potential new target groups:
• younger generation (incl. foreigner growing up here)
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• Foreigners (moved here due to work)
• Foreigners (moved here due to work)
18 - 25 years
milennial generation
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Consumer Segmentation
“By ignoring this market, while students are in college and without their own income, retailers lose the exact moment for developing these customers into future loyal customers when they will have the potential to earn high incomes after college” (Arnett, 2000).
Lack of studies that examine clothing behavior of college students
“By ignoring this market, while students are in college and without their own income, retailers lose the exact moment for developing these customers into future loyal customers when they will have the potential to earn high incomes after college” (Arnett, 2000).
Lack of studies that examine clothing behavior of college students
Source: Bahng, Kincade, & Yang, 2013
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Consumer Segmentation
• College students at a major university in the US
• Survey of 250 full-time undergraduate students (paper and pencil questionnaire)
• College students at a major university in the US
• Survey of 250 full-time undergraduate students (paper and pencil questionnaire)
• 185 usable questionnaires available for analysis (74%)
• Questionnaire
• 31 items of shopping orientation
• 7 items of demographics/psychographics
• 10 items of brand/product preferences
• 1 items of shopping expense per semester
• Questionnaire
• 31 items of shopping orientation
• 7 items of demographics/psychographics
• 10 items of brand/product preferences
• 1 items of shopping expense per semester
Source: Bahng, Kincade, & Yang, 2013
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Consumer Segmentation
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apathetic price-forward
shoppers
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hedonic fashion-
forward shoppers
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involved price-
forward shoppers
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Scores
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Characteristics
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• Love shopping but
consider price
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Respondents
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54% male
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93% female
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82% female
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Payers
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Majority pays themselves
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63% parents pay
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50% parents pay
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Shopping expenses
per semester
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177.8$
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505.9$
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321.5$
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Source: Bahng, Kincade, & Yang, 2013
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Consumer Segmentation
College students (milennial generation)
College students (milennial generation)
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are not a homogeneous market
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are not a one-size-fits-all market
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are varied in their apparel expenditures
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do have money to spend (either their own or the
parent’s money)
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most of them love shopping
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are more price consciousness than others
They are the future! Get to know their behavior is critical!
Source: Bahng, Kincade, & Yang, 2013
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Value / Characteristics
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Values
Current values:
Current values:
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High quality products/premium
brand
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Life Style
• Health conscious life style
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Swissness
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Safety
Adding values:
• Customer experience • “being real”
• Adventurous
• Customer experience • “being real”
• Adventurous
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MammutLife
Problem:
• Not sold to young generation • Too expensive
Solution:
• New product category • Cheaper products
• Similar quality
• Swissness
• Automatisation
Problem:
• Not sold to young generation • Too expensive
Solution:
• New product category • Cheaper products
• Similar quality
• Swissness
• Automatisation
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Mammut Day
• Sharing knowledge
• Open to young and old
• Family friendly
• Different activities for kids
• New Mammut products are showed and sold
Aims: - children become familiar to climbing - customer experience
• Sharing knowledge
• Open to young and old
• Family friendly
• Different activities for kids
• New Mammut products are showed and sold
Aims: - children become familiar to climbing - customer experience
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Point of Sales Strategy
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Point of Sales Strategy
• Virtual Shop (Online + App) • Social Media
• Monobrand Stores
• Virtual Shop (Online + App) • Social Media
• Monobrand Stores
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In-store digitalization innovation
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Online-Shop
Online Shopping Statistics
54
49
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SWITZERLAND 2016 SWITZERLAND 2017 EUROPE 2017
Source: Swissinfo.ch & Agencies, 2017
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Online-Shop
A clear understanding what motivates consumers to shop can inform:
A clear understanding what motivates consumers to shop can inform:
Strategy Technology
Marketing Web site
Decisions
design
Increase customer satisfaction and loyalty
Source: Wolfinbarger & Gilly, 2001
Source: Wolfinbarger & Gilly, 2001
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Top Search Engine Results
Friends and Family
Loyalty/Rewards Program
Mobile-Friendly Webpage
Tailored Selection of Products
Simple Site Navigation
Brand Reputation
Flexible or Free Returns
Trustworthy Review
Variety of options in stock
Discount Offers
Shipping Cost and Speed
Price
Factors Influencing Decision to Purchase Online
Source: Mansfield Matt, 2017
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Point of Sales Strategy
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Main focus on your Website:
DESIGN
LANGUAGE
SUSTAINABILITY
ONLINE REGISTRATION THANK YOU
LANGUAGE
SUSTAINABILITY
ONLINE REGISTRATION THANK YOU
SHIPMENT
(PRICE/RETURN)
IN-STORE VOUCHER
COMMUNITY
FEEDBACK
IN-STORE VOUCHER
COMMUNITY
FEEDBACK
LOYALTY
PROGRAM
CUSTOMIZATION PERSONALIZATION
SPECIAL OCCASSIONS
CUSTOMIZATION PERSONALIZATION
SPECIAL OCCASSIONS
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Marketplaces
OPPORTUNITY
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App
• Integrate virtual reality in the existing app
• You see yourself in the app and you can change the clothes virtually
• “customer experience”
• Integrate virtual reality in the existing app
• You see yourself in the app and you can change the clothes virtually
• “customer experience”
Social Media
• Story Telling (people like you and me) «being real»
• Story Telling (people like you and me) «being real»
Followers of competitors
Patagonia:
North Face:
REI:
Burton:
3.3 M
2.8 M
1.9 M
1.1 M
Mammut: 164 K
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Monobrand
Stores
• Keep monobrand stores due to the fact that the sell premium brands
You can touch and feel the apparel etc.
• Serviceexcellence
Customization/Personalization
• Customerexperience
• Keep monobrand stores due to the fact that the sell premium brands
You can touch and feel the apparel etc.
• Serviceexcellence
Customization/Personalization
• Customerexperience
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In-Store - Smart Mirror
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WRAP UP
Target Group
millennial generation 18-25 years
Values
Customer experience
Adventurous “being real”
millennial generation 18-25 years
Values
Customer experience
Adventurous “being real”
Point of Sales
Virtual Shop (Online + App)
Virtual Shop (Online + App)
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References
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Bahng, Y., Kincade, D. H., & Yang, J. (Jennifer). (2013). College students’ apparel shopping orientation and brand/product
preferences. Journal of Fashion Marketing and Management: An International Journal, 17(3), 367–384.
https://doi.org/10.1108/JFMM-07-2012-0036
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Conzetta (2018): Company at a Glance. Business Portfolio. Retrived March 23, 2018 from https://conzzeta.com/en/company/at-
a-glance/
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Duc-Quang Nguyen. (2017). Defining the 25% foreign population in Switzerland - SWI swissinfo.ch. Retrieved March 21, 2018,
from https://www.swissinfo.ch/eng/society/migration-series-part-1-_who-are-the-25-foreign-population-in-
switzerland/42412156?moreComments=true#comment_5a9b0b3c0cf25fff5909b915
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Epstein, J. (2013). Social Customer Service (Infographic). Retrieved March 18, 2018, from
https://www.getambassador.com/blog/social-customer-service-infographic
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Farber, M. (2016). Consumers Are Now Doing Most of Their Shopping Online. Retrieved March 18, 2018, from
http://fortune.com/2016/06/08/online-shopping-increases/
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Growth of Online Retail and Shopping. (n.d.). Retrieved March 18, 2018, from http://wwwmetrics.com/shopping.htm
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Hasan, B. (2010). Exploring gender differences in online shopping attitude. Computers in Human Behavior, 26, 597–601.
https://doi.org/10.1016/j.chb.2009.12.012
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Kaufman‐Scarborough, C., & Lindquist, J. D. (2002). E‐shopping in a multiple channel environment. Journal of Consumer
Marketing, 19(4), 333–350. https://doi.org/10.1108/07363760210433645
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Kinect for Windows Retail Clothing Scenario Video - YouTube. (n.d.). Retrieved March 18, 2018, from
https://www.youtube.com/watch?v=Mr71jrkzWq8
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Mansfield Matt. (2017). ECOMMERCE STATISTICS for Small Businesses – Small Business Trends. Retrieved March 21, 2018, from
https://smallbiztrends.com/2017/01/ecommerce-statistics-small-businesses.html
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Offizieller Mammut® Online Shop Schweiz. (n.d.). Retrieved March 18, 2018, from
https://ch.mammut.com/?adword=google/CH_DE_GSN_Brand_broad/Mammut URL/mammut
ch&gclid=EAIaIQobChMI55X5ppz22QIVF2cZCh2zQgcvEAAYASAAEgLKgfD_BwE
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Swissinfo.ch. (2017). Swiss population is online more than ever. Retrieved March 18, 2018, from https://www.swissinfo.ch/eng/internet-
usage_swiss-population-is-online-more-than-ever/43689940
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Swissinfo.ch, & Agencies. (2017). Numbers of Swiss online shoppers continue to rise - SWI swissinfo.ch. Retrieved March 18, 2018, from
https://www.swissinfo.ch/eng/digital-retail_numbers-of-swiss-online-shoppers-continue-to-rise/43708786
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Whirty, H. (2017). 35 Amazing Online Shopping and Ecommerce Statistics. Retrieved March 18, 2018, from https://founderu.selz.com/40-
online-shopping-ecommerce-statistics-know/
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Wolfinbarger, M., & Gilly, M. C. (2001). Shopping Online for Freedom, Control, and Fun California Management Review Reprint Series
Shopping Online for Freedom, Control, and Fun. CMR, 43(2). Retrieved from http://journals.sagepub.com/doi/pdf/10.2307/41166074
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