EKORNES ASA MARKETING MARKETING CONCEPT Ekornes marketing concept
- Slides: 8
EKORNES ASA MARKETING
MARKETING CONCEPT Ekornes marketing concept is based on a “total product concept” where several elements complement each other. 1. 2. 3. Core product – a chair or a sofa. The physical product – all differentiating elements incorporated in the product. The extended product – all the surrounding elements that gives an added value for the dealer or the costumer.
DEVELOPMENT OF RETAILER REALATIONSHIPS - Ekornes strives to gradually establish a close relationship with the dealer.
SELECTIVITY • Ekornes have a selective distribution policy. This gives the dealer the confidence to market Stressless in their local area.
PROFILE • To build on the brand awareness it’s important for Ekornes that the same awareness must be reflected in the store. • Ekornes sells personal comfort, and the consumer expect to find their chair or sofa.
THE EKORNES SCHOOL • A successful dealer must have the knowledge of the product he or she is selling. • This is why Ekornes offer an extensive training programme for their dealers.
PROMOTION • Ekornes have developed a complete marketing-package which ensures focus on brandbuilding, the content of the brand, differentiating product features and a common profile. • This includes TVcommercials, advertising, cataloges, direct mail, studiomaterials etc.
Only in Europe more than 27 mill persons knows the Stressless brand. 36 mill persons all together. This shows that Ekornes have been successful on the marketing front.
