Analysis of perceived brand values of a big baby article brand on potential consumers in the metropolitan area of Zurich
The aim of this paper is to provide an insight into the standing of a baby article brand, which is part of the Artsana Group SA, in Switzerland.
Fabio Andrea Artho & Marco Takac, 2021
Bachelor Thesis, Artsana Suisse SA
Betreuende Dozierende: Anja Siegenthaler
Keywords: Perceived brand values
Artsana SA wanted to get a market expansion strategy for Switzerland by targeting people living in the metropolitan area of Zurich with an Italian, French, Portuguese, or German background. The reason behind this is because the brand is well known or even top of the mind in those countries. The ultimate goal obviously is to increase sales figures.
Through qualitative interviews the information is gathered, and useful insights are used to make conclusions and assumptions. The interviewees are people belonging to the target group which is called ethno-marketing. Moreover, an expert interview is conducted to get recommendations regarding geotargeting and online marketing.
Not only can one state that the brand is well known in the target population but also is it associated with values such as family, tradition or fairly priced. Moreover, the information gathering process is mainly conducted through Google and the importance of recommendations of friends and family is high. For the point of sale most of the respondents bought the articles in a retailer or a specialist shop and not on the internet. The majority of the interviewees stated that they are satisfied with the quality and durability of the products. Another finding was that the after-sales service is barely used.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation