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AVIVA LA VIDA:

Adam Alalouf Jennifer Liebel Breia Brownley Alyssa Rader. AVIVA LA VIDA:. Managing the Marketing Mix for Maximum Customer Value. Mission Statement. To offer comfort, performance, and a vibrant mode of self-expression to confident, passionate individuals

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AVIVA LA VIDA:

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  1. Adam Alalouf Jennifer Liebel BreiaBrownley Alyssa Rader AVIVA LA VIDA: Managing the Marketing Mix for Maximum Customer Value

  2. Mission Statement • To offer comfort, performance, and a vibrant mode of self-expression to confident, passionate individuals • Our target market: People who love life, sports, and color (behavioral segmentation) • We want people to be thrilled about our shoes • From the words for ‘alive’ and ‘spring’ Aviva was born

  3. Objectives & Goals Bad Decisions: Better Decisions: • Misallocation of Capital • Overspending on promotions • Underfunding product development • Incorrect Pricing of Product • Ignoring the customer’s perceived value • Not recognizing the customer’s reservation price • Ignoring psychological pricing • Spend the right amount to achieve the necessary outcome • Aviva cut $3.4 million in its first period • #1 in profitability for 8 consecutive periods • Allocate funds appropriately to gain the best return • Aviva upped investment in product development to $2m • Developed & sold the newest versions of shoes available • Price the product with the consumers in mind as they determine the value of your product

  4. Managing the Mix • Price • Keep consistent to maintain a clear image • Lower gradually in response to market behavior • Always have the consumer’s satisfaction in mind • Place • Enter the foreign market when possible • Considered all associated costs & benefits • Product • High level of investment • Fresh, new offerings • Promotion • Strong investment in advertising & promotions • Integrated communications strategy

  5. Financial Analysis Average Total Marketing Investment

  6. Financial Analysis Total Integrated Marketing Investment by Period

  7. Financial Analysis Total Revenue and Profits by Period

  8. Summary of Decisions

  9. Projecting the Outcomes • Build a Model to Predict the Impact of Marketing Decisions • Use the Model to Analyze Alternatives and Determine the Best Choices • Comparing Actual Results to Modeled Results • Sales Projections • Budget Analysis • Diminishing Marginal Costs • Profit Analysis

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