Case Study: Wincote International

To: CEO
From: Marketing Director

At a meeting on Friday, we discussed the changes we want to make when relaunching the
Wincote XWS. They are as follows:
● Product: It should be suitable for each client. We can expand the range of sizes and
colors of our products (For example, dark and light blue, green, brown, yellow ) ;
Jacket would be not only for all seasons, it would be for everyone: from children to
men;
● Price: 49 $ for children's jacket collection; 129$ for men and 119$ for women
● Promotion: Our promotion wasn't so good. We need a new slogan, for example: Be
prepared for everything. Also would awesome to do billboard advertising; social
media advertising; we can give some jackets to celebrities;
● Place: The jacket must be sold in various stories offline and online; we can create a
page on Instagram and Faceboo
 Questions
1. In your own words, what is the goal of marketing?
2. What is the best way to promote something: offline or online?
3. Dp you often buy things because of advertising?
4. If we are planning to launch a new product, how will you help us in deciding the
right target audience?
5. How do you convince other executives about the value of marketing?
6. When marketing campaigns or projects fail, how do you respond?
7. Who’s your favorite marketer and why?
8. What is the marketing plan?
9. What is the best thing you love about marketing?
10.
11.
12.
13.
14.
15.
16.
17.
 List of words

​ arket research – information about what customers want and need

M
Market segment – a group of customers of similar age, income level and social group
​
Market share – the percentage of sales a company has
​

​ ustomer behaviour – where and how people buy things

C
Cistomer profile – description of a typical customer
​
Customer goods – things people buy for their own use
​

​ roduct launch – introduction of a product to the market

P
Product lifecycle – length of time people continue to buy a product
​
Product range – set of products made by a company
​

​ ales forecast – how much a company thinks it will sell in a period

S
Sales figures – numbers showing how much a company has sold
​
in a period
Sales target – how much a company wants to sell in a period
​

​ dvertising campaign – a programme of advertising activities over

A
a period, with particular aims
​Advertising budget – an amount of money available for advertising
during a particular period
Advertising agency – a business which advises companies on advertising and makes ads
​

​ arket position – the ranking of a company or brand against its competitors in

M
terms of its sales
Upmarket – expensive compared to other products of the same type
​
Product mix – the combination of products that a company has to offer
​
Penetrate – start selling goods or services in a new market
​
Disposable income – money that is available to spend after paying for essentials like
​
taxes, food and housing
Rebrand – alter a product or service to change the way that people think about it
​
Saturated – a market filled so completely that no more products can be added
​