2. Thule MX Positioning Brand positioning in the adventure style segment (niche) Not-known in other product lines A lot of years in the market Well design & durable products Thule MX Diagnosis Perfect for high-end retailer stores The most transited point of sales Thule branding in-store corners Mark-comm crossing the idea between outdoor & travel gear 2
3. Core Strategy Topositioning THULE as one of thethreehigh-endbrandsonthe portable computing and luggagesegment in Mexico.
4. Release Plan 1st step.- Make a 3 months test in points of sale that perfectly fit on the target of the brand and provides a limited risk to evaluate the levels of demand and prepare us to replicate this in other retail chains with more reaches..
5. Release Plan 2nd step.- Replythe top sellingproducts of thefirstphase, onlywithotherretailstoresthatfitsintothe THULE target.
7. “PH” AS A 1ST. STEP OF THE PLAN. Palacio de Hierro: Recognized for their leadership in fashion, quality, avantgarde, tech and service, PH is the best Departamental Store of Mexico. To keep that leadership, selects carefully the brands they offer (first class brands), thats why THULE go perfectly with their image and viceversa. Only 10 Stores: - At Mexico City: Satélite, Santa Fé, Centro, Coyoacán, Polanco, Durango and Perisur - At thestates: Guadalajara, Puebla and Monterrey Verywelllocated and exclusive points of sales. TARGET: Socioeconomic status of “Palacio de Hierro" public Uppermiddleclass(C+) Upperclass (B+,A) “People who wish and invests in: Luxury, Comodities, Quality and got a Healthy Lifestyle, are the most loyal consumers. They want to go forward with the best products and the top brands” Palacio de Hierro
11. “LIVERPOOL” AS A 2ND. STEP OF THE PLAN. Liverpool: Part of the life of all the mexican families during many years. Provides fashion, quality and avantgarde. Consolidated the strongest departamental store in Mexico. Grupo Liverpool has now 80 stores all around the mexican territory. TARGET: Socioeconomic status of “Liverpool" public Middle and Uppermiddleclass(C, C+) Upperclass (B+) Peoplewhowantsluxury, comodities and qualitysearchingforcreditplans. Alwayselevatingthe status of theirlifestyle. Liverpool
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13. “BEST BUY” 2ND. STEP OF THE PLAN. BestBuy: Now with presence in Mexico the international leader in consumer electronic products, entertainment and related services has the most increasing future of the specialized retailers. Their challenge in Mexico is a continous growth and innovation to response the needs of customers. With 4 stores in Mexico City and othertwo in Guadalajara. TARGET: Socioeconomic status of “Liverpool" public Middle and Uppermiddleclass(C, C+) Peoplesearchingforquality and interested in hi-tech, founds in BestBuytheperfect spot to consume thebestbrands and products of themarket.
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15. “APPLE PREMIUM RESELLERS” 2ND. STEP OF THE PLAN. Apple Computer Inc. isrecognized as innovation and pioneering in thecomputingindustry. They comes toMexicowith a distribution net tocertaindistributors and givinglicensingtocreateretailchainsundertheirstatements. Nowwe can found: iShopfromMixUp, iStorefromCompudabo and MacStore.With a total of 21 stores in Mexico. TARGET: Socioeconomic status of “APR" public Middle and Uppermiddleclass(C, C+) Upperclass (B+) Economically active men and womensearchingtobeforefrontwithfirstclassproducts, loyalconsumersinvesting in branding, luxury, fashion and hi-tech. Withan active social life and alwayswellupdated.
