The failure of the Wincote XWS

Hi, we are Tanguy and William from the marketing team at Wincote International. After the failure of the Wincote XWS, we decided to analyse the problems and to retarget the product.

So the presentation will be divided in 2 parts. The first one: the reasons of failure. Then we will present you the new project for Wincote XWS.

We analysed our marketing choice, the feedbacks of our customers and some graphics to understand why the product was a fail. To begin we recall the marketing policy

The Wincote XWS was a jacket for men and women. It’s elaborated for all types of weather. The jacket existed in 2 colors, black for men, black and red for women and in 2 sizes: medium and large. A new material permits the jacket to be weatherproof, very warm, lightweight, hard-wearing. A jacket for all season. The price was 110$.

The promotion was established in magazines, point of sale and with demonstration. The slogan was “a jacket for all season”. The product can be found in outdoor product stores, sports goods outlets and upmarket department store.

Here are some feedbacks from our customers on this product: In these extracts we know that the jacket is too hot for summer. 2 colors are not enough to satisfy our customers. The jacket was too difficult to find it in stores. Then the zipper is awful

So we decided to retarget the product and we elaborated a new marketing mix.

The target are men and women between 16 and 35 years old, who practice ski, snowboard, and all other winter sport

For the product:

• We add another size for smaller people, so now: small, medium and tall
• To satisfy every tasteful type develop new colors: Blue, green, black and grey for men and pink, red, white and purple for women
• We work on the new material. Now it was more flexible, but it continues to keep warm. The aeration system in the fabric to prevent respiration.
• We reduce the number of pockets. Before it was 14, now it was 5. 1 pocket on each side outside the jacket. 1 pocket on each side inside the jacket and 1 little pocket on the left arm to put keys or ski pass for example.

Promotion: Creation of a Facebook page to promote the product on the net with the Facebook adds. Because a major part of our target is on social network. We will also publish ads in the specialized magazine widerWe will change the slogan indeed this one isn’t appropriate. So we opt for “the jacket for all extreme experiences” more in connection with our target.

Price:

• The price was 110$. It was one of the cheap jackets and customers are satisfy by the price. But now we put the price on 130$ to cover research and development costs to establish the new marketing mix.

Place: We thought to distribute in specialised stores in winter sport like Gliss’Concept and Skiminum to promote the product and through a link on our facebook ads for people who prefer to buy on the net or fot people they haven’t specialized stores in winter sport near their houses

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