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Student A summarizes that Jonson has a poor brand image as its clothes are seen as boring, outdated, overpriced and unexciting. People also find the store unpleasant to visit. Student A recommends Jonson focus their market research to determine the best customer segment to target. Student B believes Jonson's quality and durability is excellent but they aim at too many age groups. Student B recommends Jonson focus on the 30-50 age group, reduce space for younger customers, and use extra space to sell more food while increasing advertising. Student C argues Jonson sells the wrong products at the wrong price as they lack affordable, stylish options. Student C recommends Jonson focus on the 15-

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Nina Cebotari
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30 views

Activity File

Student A summarizes that Jonson has a poor brand image as its clothes are seen as boring, outdated, overpriced and unexciting. People also find the store unpleasant to visit. Student A recommends Jonson focus their market research to determine the best customer segment to target. Student B believes Jonson's quality and durability is excellent but they aim at too many age groups. Student B recommends Jonson focus on the 30-50 age group, reduce space for younger customers, and use extra space to sell more food while increasing advertising. Student C argues Jonson sells the wrong products at the wrong price as they lack affordable, stylish options. Student C recommends Jonson focus on the 15-

Uploaded by

Nina Cebotari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Student А

In your opinion, Jonson has a problem with its brand image.


• People consider their clothes to be boring, old-fashioned, over-priced and unexciting. They
used to think they were well-made, value for money, durable and reasonably priced.
• Nowadays, the store sells clothes aimed at different age groups - young, middle-aged and old.
• People do not enjoy visiting the store because it needs redecorating in brighter colours.
• Staff uniforms do not help the company’s brand image.
You think Jonson should focus on one segment of the clothing market. You are not sure which
segment would be best, so you want to spend a lot of money on market research.

Student B
In your opinion, the brand image of Jonson is excellent. People think that Jonson’s products are
high quality and durable. But they are aiming at too many segments of the market.
• They should focus on the 30-50-year-old segment of the clothing market.
• They should not compete în the 15-30-year-old segment and should reduce floor space for
these products.
• They should use the additional space to sell more food.
• They need to spend more money on advertising and promoting their clothes.

Student C
In your opinion, Jonson’s problem is that it is selling the wrong clothes at the wrong price.
• It doesn’t have enough top-selling products at low prices.
• The product are not stylish or colourful.
• The store is dull. It needs to be redecorated in bright colours.
• It needs to improve the display of the clothes.

You think Jonson should focus on the young segment of the market (the 15-30 age group). It
should recruit a fashion expert with an international reputation - someone who knows what to
buy and when to buy.

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