2. The Company
• Zervos Interiors was founded in 1986
• Areas of activity:
– Producer of custom-made furniture
– Sofa trading
– Interior design
3. Market Analysis
• 6.500 manufacturers & 3.000 retailers
• 37% of which are located in Attica.
• Marketing activities:
– ATL NO
– BTL print
– Expos
– Digital Marketing Low
– Mainly WOM
4. Competitors’ Analysis
OWN FACTORY
CUSTOM MADE
PRODUCTS LOCATION
PRESENCE IN
THE MARKET
YES YES LOW STREET 27 YEARS
ATHANASIOS VERRAS NO NO HIGH STREET 48 YEARS
KYRITSIS FURNITURE YES YES HIGH STREET 63 YEARS
ARMENIAKOS FURNITURE YES NO HIGH STREET 58 YEARS
ALEXOPOULOS FURNITURE YES HIGH STREET 43 YEARS
MEDIUM - HIGH
MEDIUM - HIGH
MEDIUM - HIGH
PRICE RANGE
COMPETITORS
ZERVOS MEDIUM
MEDIUM
Zervos’ Analysis
PRODUCT PROFESSIONAL FURNITURES CUSTOMMAIDFURNITURES
DESING(SOFAS,
BUFFETS) SPECIALUSE(KITCHENS) DESIGN
Gender WOMEN HOUSEHOLDS
AGE 25-30 45-50
SALESVIA: POINTOFSALE,FURNITUREEXPOS POINTOFSALE,FURNITUREEXPOS,INTERNET
SPECIALUSE(KITCHENS)
HOUSEFURNITURES
% OFSALES % OFSALES % OFSALES
30% 10% 60%
FURNITUREEXPOS
MEN
35-40
WOMEN
40-50
5. Zervos’ online/digital footprint
• Website
Strengths Weaknesses
Easy navigation Not appealing website layout
Variety of product photos and
description
No pricing information
Lack of integrated online
shopping system
No English version of the
webpage
8. Campaign Design
• Focus on days with higher traffic (i.e Monday &
Tuesday).
• 1 campaign 2 AdGroups
• Low bids on very popular keywords (such as: furniture)
• Higher bids to more unique to Zervos keywords (such
as:"επιπλα τιμεσ εργοςταςιου“)
• Location focus: Greece
• Set of a maximum/day budget spent evenly
distribute the $250 credit and readjust for
effectiveness
• 20% discount coupon
Greek
English
