Published by MBA Skool Team, Last Updated: February 06, 2021
Marketing Strategy of ECCO analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on ECCO marketing mix, help the brand succeed.
ECCO marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the ECCO Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
ECCO Product Strategy:
The product strategy and mix in ECCO marketing strategy can be explained as follows:
ECCO is a leading shoe maker which has a strong presence especially in Europe. It specializes in making premium shoes for both men and women. It emphasizes making qualitative products than ones which are only aesthetically pleasing. It's shoes caters to a premium segment of the market selling high-end products to the customers at different price points. It also offers customized products to its customers where the customers can offer their ideas and insights to develop their specific products which they like, this not only helps them have a personalized feel but also helps the company in retaining customers and increasing brand loyalty. Its wide range shows its marketing mix product strategy to serve a large customer base. Attention to detail is the forte for ECCO shoes where the product is primarily focused on giving its customers the necessary differential experience and brand value. ECCO shoes’ main competitors are designer products and high-end companies making high-end products.
ECCO Price/Pricing Strategy:
Below is the pricing strategy in ECCO marketing strategy:
ECCO serves to the premium segment of the market.
Its pricing is varied according to the materials used in the shoes and is hence differentially priced. It's shoes focuses on offering value for money products to its customers with focus mainly on qualitative shoes. Being a premium product company, it doesn't focus on competitive pricing but is rather focused on only the materials used the design. It's products are differently priced if they are customized, the customized option of products is higher priced than the normal shoes with customers.
ECCO Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read ECCO SWOT Analysis, STP & Competitors
ECCO Place & Distribution Strategy:
Following is the distribution strategy in the ECCO marketing mix:
ECCO has its production facilities in different countries like Netherlands, Indonesia, China and Indonesia. More than 75% of its shoes are produced in its own shoe factory in its home country of Portugal. The proportion of the other three countries that is China, Thailand, Indonesia and the Netherlands is the same. It has licensed production houses in Asian countries like India, China, etc. its products are sold in more than 85 countries in the world like the Asia Pacific regions, etc. Its products are sold in more than 1000 brand stores and also in independent retailers. ECCO also has a robust online presence with products available in different retailers and e-commerce shops and stores.
Its distribution network is very organized and usually, the products are replenished in time.
ECCO Promotion & Advertising Strategy:
The promotional and advertising strategy in the ECCO marketing strategy is as follows:
ECCO has specialized advertisement campaigns in countries like China to promote a relaxed atmosphere in a digital platform and where customers connect with it and it emphasizes on providing experience and not only products. It also through its campaigns encourages the welfare and upliftment of women and that woman can take their own decisions and hence make customized products for them. It uses ambassador promotion and uses famous sportspersons like Caroline Maysson, a famous golf player to both spread the message of comfort, style and quality for the products. It uses different channels of promotion like advertisements in magazines, newspapers, specialized blogs, etc. It uses both mass media and non-traditional, means of promotion and ads. In mass media, it occasionally uses TV ads and campaigns to spread brand outreach. It also uses social media campaigns and promotes its brands via Facebook, etc. Via its ads, it focuses on sensitizing its customers about the different social norms and issues like women campaigns in an effort to connect with them. Hence this completes the marketing mix of ECCO.
ECCO is a Danish Shoe company started in 1963 by Karl Toosbuy. It started initially only as a shoe brand but now sells a diversified portfolio of products including leather wear items.
It is famous for making qualitative shoes which last longer. It's main presence is in European countries like Denmark etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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