Rafi Marketing

8/3/2019 Rafi Marketing

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OTTO VERSAND

Done by

Muhammed rafi.H


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Company History

Otto Versand (GmbH & Co.) is the world's

largest mail-order company with subsidiaries

and affiliates in Europe, Asia, South America,

and the United States,

it remains very much a family concern, being

majority-owned and operated by the Otto

family.


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Contd

Based in Hamburg, Otto Versand's numerouscatalog businesses in 20 countries includeGrattan and Freemans in the United Kingdom,

3 Suisses in France, and Heine, Schwab, andthe flagship Otto in Germany.

Otto Versand offers its customers a variety of

ordering methods, including print and CD-ROM catalogs as well as options via onlineservices and the Internet.


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The company is also involved in several non-mail-order businesses in Germany, including theActebis Group, a distributor of computers and

peripherals; Fegro/Selgros GmbH & Co., a cash-and-carry chain offering 50,000 food and nonfooditems; several travel agencies;

Hanseatic Bank, a 24-branch, full-service regional

bank; and Hermes, the company's delivery andcustomer service unit which also offers itsservices to third parties


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Company profile

Otto (GmbH & Co KG)

Type ---- Private

Genre ------ Mail order

Predecessor ----------Otto Versand

Headquarters

Hamburg, Germany

Key people

Michael Otto

Website www.ottogroup.com/

Year : 1950


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Bankruptcy

They were the former owners of Spiegel, Inc.,

(the parent company of Eddie Bauer and

former owners of Spiegel catalog), which filed

for bankruptcy on March 17, 2003.

On May 25, 2005, Spiegel, Inc., emerged from

bankruptcy renamed Eddie Bauer Holdings

and was primarily owned by Commerzbank


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Individual companies of the Otto

Group Alba Moda

Baumarkt Direct

Baur

bonprix Crate and Barrel (100%)

Frankonia

Freemans Grattan Holdings Freemans

Grattan

Kaleidoscope

Oli


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Hanseatic Bank

Hanseatic Versicherungsdienst

Hansecontrol Hansecontrol-Cert

Heine

Hermes Europe

Hermes-OTTO International

Kche&Co

Lascana

Limango


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Mid-1970s and Forward: International

Expansion

By 1974, the year of the company's 25thanniversary, Otto Versand felt strong enough tobegin a period of international expansion, which

intensified in the 1980s. The company's first move was into France, where

it acquired, in 1974, 50 percent of 3 Suisses, thesecond largest mail-order firm in France.

In 1979, Otto Versand founded Otto B.V., whichgrew to become one of the largest mail-ordercompanies in the Netherlands.


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Otto Versand formed partnerships with Venca,

the largest Spanish mail-order company, and

Austria's 3 Pagen.

In 1974 Otto Versand acquired an interest in

Heinrich Heine, a German company

specializing in luxury clothing and household

goods. At the same time Otto Versandcontinued to expand within Germany


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Statistics

Private Company

Incorporated: 1949

Employees: 50,055

Sales: EURO 14.07 billion (US$15.57 billion)(1999)

NAIC: 454110 Electronic Shopping and Mail-

Order Houses;

421430 Computer and Computer Peripheral

Equipment and Software Wholesalers;


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Contd..

442110 Furniture Stores;

442299 All Other Home Furnishings Stores;

452910 Warehouse Clubs and Superstores;492110 Couriers; 522110 Commercial

Banking; 561510 Travel Agencies


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Key dates

1949: Company is founded by Werner Otto.

1950: The first catalog, featuring 14 pages of

shoes, is distributed.

1963: Telephone ordering service is

introduced.

1969: The Hanseatic Bank is acquired.

1972: Hermes Paketschnelldienst, aproprietary delivery service, is launched.

1981: Michael Otto succeeds his father as

chairman.


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1982: U.S. mail-order giant Spiegel is acquired.1984: Ownership of Spiegel is transferred to the Otto

family.

1987: Otto Versand becomes the world's largest

mail-order group.1990: Otto Versand becomes the first mail-order

company to open an order center in the former East

Germany.

1993: Company acquires the largest Italian mail-

order firm, Postalmarket.

1995: Company launches e-commerce site

www.otto.de.


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Technology

OTTO - Your online store for fashion, furniture and

more!

As one of the first mail-dealer Otto presented in

1995 its extensive shopping facilities at www.otto.de.Today, the OTTO Online Shop is not only the

complete catalog range.

There are over 1 million items, a variety of strong

brands with more than 1,000 brands attractive,practical services, rewarding actions - in short,

everything that online shopping makes it an

experience


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Advertising Strategies

1. Customer Profile

2. Advertising

3. Best ways to advertise

4. When to advertise

5. How much should you spend on advertising


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Profit

To increase the commerciality and profitability

of the Groups existing retail assets is the

primary focus of all retail teams, whether

company working in logistics, store

operations, marketing or any other Retail

function.


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Products

Cotton

Flowers

Coffees

Teas

Juice & Soft Drinks

Hot chocolate Fresh fruits


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Contd

Dried fruits

Chocolate & cocoa

Cakes & brownies

Biscuits

Cereals & bars

Sweets

Honey

Wine & spirits


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