Case+study+two

Case study 2 by But Alina, Lepadat Raluca, Ouni Andreea and Logigan Lucian

**Deichmann**
Its nearly 100-year history began in Essen in the Ruhr river area, Germany. Deichmann is the market leader in the German and European shoe business being currently active in 20 countries with 3.000 local shops and employs approximately 30.000 people. Deichmann offers a large selection of models and brands for women, men and children, as well as for sport. Besides tradition-rich brands like Elefanten, Gallus and Medicus, their modern shops offer elegant premium shoes by 5th Avenue and other famous brands like Adidas, Nike, Puma and Kappa.

Deichmann's corporate mission statement is titled "The company must serve the people". The products offered by the company represent a necessity for people and this is an advantage concerning the amount of the consumers.

1. Deichmann Group uses many ways of advertising:
 * on their website www.deichmann.com
 * on Facebook [|www.facebook.com/Deichmann]
 * in magazines/newspapers www.stilfeminin.ro/moda-si-frumusete/tinuta-de-toamna-noile-tendinte-acum-la-deichmann.html
 * brochures - available in their stores or sent into people's mailboxes
 * TV commercials

S Source: www.google.ro/imagini **__Target audience__** Source: http://promenadamallmures.ro/deichmann
 * Deichmann is providing a choice for all the family, all branches stock low-priced brand-name shoes for a wide range of people. Their individual own brands provide the opportunity, to address the various target groups individually. On the other hand there is an online shop from which you can chose the model you like ,this kind of shopping is addressed for lazy or very busy people.
 * In order to satisfy customers needs, Deichmann sells fashionable, high-quality shoes at a great price, for women, men and children. Every year they invest millions in modernizing their shops and improving the logistic systems to make shopping a pleasant experience.
 * In Targu Mures you can find Deichmann stores in Real Hypermarket and Promenada Mall. In my opinion they have chosen very good locations because these are places where people go not only to buy shoes but many other products.
 * In a “rack” concept, the customer is not presented with single shoes arranged on the shelf by size. You no longer have to ask the sales assistant to get the mate or a shoe in a different color. The special feature of the “rack” concept is that shoes are on display not only in pairs, but also in boxes. This, originally, American store concept has become one of the main characteristics of the Deichmann Group’s stores.

So I consider this type of stores to be very practical as the customers have an ample image of the goods and they can chose exactly what they want without asking for the sales assistant's help.

**__Brand name__** The name is from Heinrich Deichmann, born in 1888 who opened a cobblers’ shop and ran it with his wife Julie. It started in 1913 in a blue-collar area of Essen-Borbeck, in the heart of Germany’s Ruhr district. Two generations and almost a century later, the company has developed into Europe’s market leader. Now as always, Deichmann is a family business that believes in growing through its own resources. About the colors I can say that //- green// is associated with nature, youth, fortune and vigour,and also improves vision. - //white// connotes purity, simplicity and faith, it is the colour of perfection. About the name it isn't hard to read it ,it is simple,and thanks to all this the consumer is more relaxed and in good mood to start a day with shopping.

__**Medium**__ Deichmann ads appear in different types of medium: - Printed Medium: local newspapers ,magazines, brochures (available in their stores or sent into people's mailboxes) and billboards in the city. On TV: commercials on local and national television stations.

**__The Target Consumer__** Because the Company sales products for many target groups they decided to make different adds for specific groups. They have specific ads for women, men, children or sport shoes.

**__Reason Vs Tickle__** Deichmann uses tickle in their adds, emotional soft selling : if you buy their shoes your social live will improve you will be cool and more important , also their adds employ humor.

__**Mode**__
Regarding the ad from the top:
 * Language: there is a repetion "__great__ shoes __great__ deals"
 * Image: the ad is colorful and simple- it doesn't require a lot of thinking, a happy girl that shows how you will be if you'll buy a pair of shoes.
 * Visuals: the ad it's at the eye level=factual

__**Product type**__
We consider that our product type is //**necessity**//, because we cannot walk in barefoot, everybody should have shoes and because at Deichmann the prices are low you can make your need for shoes from here.

This add contains more visuals then words because visuals are remembered better than words. Shoes are a necessity so people remember things they believe they might need. The text under Deichmann 'Europe's no.1 in Shoes' increases believability and it's easy to remember.
 * __Attention and Memory__ **

**__TV commercials__**
[|Deichmann Shoes on TV]

Deichmann presents their new collection of shoes using a very well known group of singers: Pussycat Dolls. In this way they assume that Pussycat Dolls fans will buy the shoes that girls wear in the ad. This kind of advertising is designed for a special category of customers which are the women.

__**Information**__
Now you can buy anything you want from home because Deichmann has an online shop.You can order shoes,accessories or shoe care,they've got delivery-free returns. [|Deichmann online shop]

**References**
 * http://www.deichmann.com/GB/en/corp/home.jsp
 * http://www.youtube.com/watch?v=TOcDrsiX3zU
 * http://www.deichmann.com/GB/en/shop/welcome.html