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The Times 100 Business Case Studies

The Times 100 Business Case Studies. Using promotion to position a brand Hi-Tec. Introduction to Hi-Tec. A privately-owned British company founded in 1974 promoted as an outdoor brand associated with a leisure lifestyle Hi-Tec’s marketing strategy aims to:

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The Times 100 Business Case Studies

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  1. The Times 100 Business Case Studies Using promotion to position a brand Hi-Tec

  2. Introduction to Hi-Tec • A privately-owned British company founded in 1974 • promoted as an outdoor brand associated with a leisure lifestyle • Hi-Tec’s marketing strategy aims to: • introduce a new brand category to the market • make people excited about the technology in its footwear • gain maximum exposure for Hi-Tec with measurable numbers • create a sense of ‘cool’ about the brand

  3. The marketing mix Key factors in the marketing mix for Hi-Tec include: • product – innovative footwear that provides high performance • price – sold at value-for-money prices • place – sold online or through premium retailers • promotion – a mix of targeted promotional channels and methods to achieve market penetration and increased sales.

  4. AIDA model • AIDA explains the stages that consumers go through before making a purchase: A –customers are made aware of the products I – awareness then stimulates their interest D – they develop a desire for the products A – customers then take action by making a purchase • Hi-Tec takes the ‘action’ stage further as it wants customers to become loyal to the brand

  5. Above-the-line promotion • Above-the-line promotion is based on paid-for advertising in mass media • Hi-Tec’s above-the-line activities include: • television advertisements during sports programmes to attract relevant viewers • press advertisements in trade or consumer publications • banner advertising on selected websites • billboards at sports events

  6. Below-the-line promotion • Below-the line promotion uses methods other than traditional advertising channels. • Hi-Tec uses the following below-the-line promotion channels: • partnerships with the UK’s National Trust (to promote a new walking boot) • product endorsements/sponsorships with well-known athletes • direct mail • public relations • sales promotions

  7. Viral marketing • Hi-Tec’s Liquid Mountaineering campaign: • released a video on YouTube of men apparently running on water • did not mention the brand directly in the video • over 7.5 million views on YouTube – and increasing • featured heavily in newspapers and TV (including Rude Tube) • boosted awareness and reinforced the ‘fun’ element of the Hi-Tec brand

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