1 ern ty ent ote en ct i ee ca ee on ts old nay “nut ho neg fags pce apy ‘try epi, Tans lscingappocn na ote at wo ge ‘Secaepay ling hr on psa el or cmp poss) ce he ther forte ert a spr Ti coat sree i pt ‘wor bc on ia ha ep oan per ee re ‘iene ot cg a pr, Hower es nr ‘een les na cage, pep ths at hae te Dna wis on tne of peing te nie wah norman sed meng wens Tse “ingests ee ergo noel elds el SSE SSNS cme er ml re se ‘tts neta stn bat aha lv np mp th prt dering cts 11.4 Conclusion and Outlook ‘ith ey er ntl manage cng tng ‘Sas fc of mace anges Soe ends ve ese he 1 ete anceaingy gn omni fey ona mcg he depth af sore ech cy, tg Iain and lain seperti ce nd 1 ee a cay lng se Brod tle crn a rd [etn cos gen dig pms nme 1 ary as mug ping elit ge manager Fe ‘ce heh gprs he a a ot pag Se ee foxy and penal Seing manny Scns om Pee, ‘Th nel proces deen by he mle nt vas id ‘Sure ce Freel tp vere, Bs eit ost pT ‘eine ming tr seme on As ge nd ae ‘Set ctr rfc an pled no tha oe cy ey dns et enn cmt er yg hn Mt Inigo citi ti pict fen ope cane eg Ame fl fer toh i topping ha eed ere se re ‘owing men se cary rasan a hve an pt oe ‘alg Crna spree arg ese te tA ae ‘See mich setae cn ee ner etary pes ewes ‘Soon emarwe ro eg nnd tron) an bart ee | Further Reading ‘AC NIELSEN (a Cosme a Cary Misys VARLEY, 20 Ra Pua Magny, Lana. 11.5. Case Study: Decathion! 115.1 Profile, History and Status Quo nt Mil ae peed tet ete fein go ea ile Lag sure fe Ne ay te el ci co ah a er {iPr an Sar Hee one al nate per pret fh ‘her adn wey Sd emer Dan htt, Da pt ‘tre are ant as ender nar prt ‘See Lacs or x whe eine dru i amet ‘iy very pe pr ante npn tg ge The ‘ine “Teo” a sip hse acon Wo me a ‘Ss torn sino ear epost sp as (ty en yt, Dt opened Gt prs tor ude Pan a Det ‘rule. Ben hgh cern no Caryn tot rt un, ne oan cts toe wl ry ad hy my ‘toda ts psn en Dei Nod ‘ntact pn ra” end Tro {mis conrnsnorgopfcsasearn we MororeD ‘Senow poet rn tly Une a ab eran ae aU ‘esto Mar bt hens lng wa ene “Olan ig get os ‘Sciex ceing ere pr pas el an nd a de” {Coyle 1a pe One gps ae sl bt Be Det, ch i ey ed ete omy neha ico ‘Newent anon pt hte oaa cen gy rt sy th tina nfhe n Se ompi Ca Set Oj i tw pr pr sno ‘nai One toe meer 8 in EUR VAT, ih msn 90 ont prvi yr ee ers eae Se DD copy poe ‘eum yas 0% Eee inpae compu’ stnng nie [sR weit tev often Her py ue ae ‘Se yas wb gy on mage Faare 14 periment Farce 1 2. The Structure of Decathlon’s Assortment Inet mst eisai st, Delos eal pS sea nt ton 250! sc, Te aro’ sepa ‘Sp sl nh gary es rT ep of Eee see Meets iter te marathi nec oe, ectio ihhiy nematode at ‘ahr aed: ile tn ry compet wh st sch eee "She sw, ahs hunter avy mtr De ha ee oo bone he ep f= cago ae ws wg ae eed ety. ‘Row ape fr pidge soem he oe» eed ‘bere fs pc gee amegiy ates en Sangh ‘Thr tot satan aga sre hn, we opng eh so etl roe ati fg mien pic and ay SecThe sensed ae Boa is 6 anata ane ep ‘Thm Pune or iy tte and he nae sd ried ye ‘Span hing, eo moan oof Deis nar em nse ts ‘penta an np nce aad 2, ‘eng fn se aw ely he sel conn. Ty ted cl maar uta [est ore a camp ese oye marca apr Se ‘Slats dar arate pty resem oe esi in a Sonn ups Pan oto ‘bi he rebut sg ngs and geysers hich Fen tals “pion one) pao te sneer Dei ate stein scl Te we prt ee itt ape td ee [Mth oe and pose Dantes are “i the ering mace a Dba ne aetgef pall, ‘ii nara amr ca snp op Func nh tes Te inpenre poet mata Hae pe ave ‘yentte an nthe frou lng wch eta btn alr {Shatin bn 09D Nea US ote Get! 2) Hwee, inom he pps of at tt eo aan may omg ep ‘Gov ol sic a ik Dons td vt a apo ‘Stun tts thy hve dee a” bs aes Se st It jy bese hp ste bande a ania Deen ‘config pt ugg gue ty ome 10% ich Lada peed thi esto si gh a tra. Le rare tone of ir base ly thc mel ian A Ninian Bong Hwa, Mal pane ered npn ‘cher and iy wer ye! viene. Upon dain Deon {Puss wen crate dy pet ein ea ss ‘Eilts test tear tle vie mort gt nde et ‘Ts Deno opal hw ret enon ee‘nly en yet I, ran on tps se out Fest Da nema. fo ough eran rn Carmany watt pt este ‘Sen fe lowed te ey edu ‘evap nlp psu ur ar Dn econ sate Sema pce Guna Ibare ‘4207, hon ue 5 stores wi re tn 05 eye ee a ‘Sor on nents esr pte pts nee wed Monover ‘ecto om pre fas hg Ua 8 away acer ert Denon End at hn» ling ed "One Sge es ‘tas acts cetera per pd and and ea ri ‘a fagune ig pupae opis Slt al be Rae Deo, ‘ch yar tpn nin oe ling cn Kode, ‘ies tae ane C ie aon sto cs 1.200, Ob heed «ower Sa ill EUR ok. VA, ws ma one att 99 on ree oe nthe ire pee ee 308 mn 2, ey Sym ao 9 Pen nt oes ge Sicha my = aie yt pe 11.5.3 The Architecture of Decathlon’s Store Brand Portfolio Asana oe, Dt fc ond arty fred tn ‘ere ee nea een ay oe Spe tea ames at ‘te ransom sas and hacen say ‘Stents Dehn ar acre ns ans pres ey ag ‘Sc yp nea ni i Se ‘ety apn ol tin cay. ie ses ha ‘Deon pra marta an ah ts 7 pen Eh fenestra nt pe guy ae doors ee a he ‘ony One 29 9p. "5 “Ou (outings fr a in resin af oe mos, Qs it Juste helen Sh si ihn set sts eon te ee “ines nose, Wiser ou dploe, Quang mie or ear ‘hepa nae cpateand te fr (The pe vue an): aig me om et pa ‘opssmloote tore wae nce an mp lege ahd ‘Sipe apn cng bn wh tig gh pte ge sd ‘Ret wnng pod ola a a sie Wt tn a ly ‘andromeda os usin, td = Yl yor ey Joe Wh ey ten cu fey jen fer ev! mmr th ph Regan pie Foes ar pects Th er a gat ane nae, Whee sy, ‘te tym an weve yr an Se) ‘Rear nde wit he spate pa ‘Sint (Chao = Se RP se tf Ment Bl nthe ‘Goren vty Cran St a bon ring sd marci py ‘Stapf Laan ese podcast ‘Sample Sum te Oye Groen Pose | ‘he eal Sih ob igh ec ev om Deel iy ‘pn dna hing mae one nae te an Deaton ep tray ig die na ery singe mk ch endian ten py aterm Dae eee Vanda ano woul tu tamer tenn at anda Sarbanes ty geese ee bral oy en “Seain chennai de ean ebus sec sat agree cosy ean w FFawe 115 TeeCoepterf Gecthn Sore Sra tac ‘real, Dn bly ea in averting rw and 2, te omg ‘pe sit millon 18a dig el ch ee tng pin aes any 30835. 41.5.4 Developing and Producing Decathlon’s Store Brands “te Ose ing tlhe ei Yann fr i toed fe ec em dsp and ging dit av leo eos ‘hough eaten Te op tebe Dehn da ope atin 00 run dy enya ro he nr {eh dig ste The pte fs ends end fs he en ee nde tat xen 20 y Seong rar bmn avingtne sy deo ‘Reopen dia 7 Dee utter Once gem ‘Reem win apogee ic spn endop ab at rol si hat ard pho a a ‘Sw mnt on atin ery os none ae nga oy asco Eats see bon 308 905) Some ma ae Te "2aan en re ued under eG Been The et a Se ey nony tomes Whe ito Dia eae hang int hn ke ian Deka afte fap ene ptr f+ Ypcapstin py woeytan, and deh at eer, "a ie se band ten arc ye ier poet a ‘onic bre eet orb Dens tnd ar rp ie pede ‘Sonics mi on Dn 308 Dei sd pote Se “Sut dag shat on won fhe aoe cen tds lag Siu Foc, Dea oad pe he so oo ag cr ‘Aer tm of he iri, he mp of Dai esa dco he RED sea ha wh rears tense ae {trie eect email owner the edges er Librce ip 190 Pe 3) Th fe eB ‘Sent se vy st aun ath ba of un oe ‘ry Nan ley rose pers pe egg nd "rang tan parte psss he Qu rand ployee a 50 prope ‘S20 nko tne an wok ine Mant Bs ay. Th wing cn ‘imine teint Mt Sine ae: merch ctype guy, ace ‘Stormer ne lan wa an are a der ‘pu Tt tse ba owt pr ee a ela a hetani ea: wl 1 wn ate wa ha an ro en a go ‘ye deo sn dul pon tay as eS eons erring on Cpe Denis arn st quem prin Cn Porton he Gone i ny “it ig sng erent The ape a Coen ens ‘eranishe site goer barging 4380 oF fring ng ‘Scary goo Shu end a eter at Tes a he ag teste cre yo poss he hare hos ag p- rope apse engin er we tea Sg aa ace eta pany non cam ee Gp 1127, Deis eet ey. Evry ad am hs tae ‘Sec eon bt teres pnt td deg epee rl ‘fens a no al edgar re a ‘SepcefBatt Rao ae Seagate Sy hope: and wml wl pce oping st pe rong {Peder tL p89 eng eid seg Bom ft ed et ct pal tn Mert re Fore oul pir Sn spc nd nae fn Pore gn sg ‘rn cng he ott th Sn ech oe ts pos “hase um sre con i pinto of che and Tish i ‘hecho ran appion in pe e ‘Su decopen enh ee and nt ot me a a ‘Somes ly want Pasherners Se npc inte compan oly prec he ‘tal hn ay me ering Not ats tense ely os eae peed aa, ‘ips Ching bum an uglaeah wre On sor he 290 cot ‘Sct manatees, Ths gly eicet prunes why at ater > le ation ve re tare ef at 5% for eo Bae ce i ee mara at os Cage 9h, 11.5.5 An Innovative Strategy: From Retailing to a Product- centred Company Network ‘yan ee rant merce gy he hi al en a et phy nati nny oh pny 3 Ye Os ang we i Ite a ff ho omen top wi sng st ee ‘econo tt rer os pats de an es tn ite ‘cnn RAD arb Sine ace cameo ae igus Hig sig a tings er al trong ng eps ‘pcr race a bane cman aw ot ‘Sun tse ut rnd Gen he enone report toa cng ‘ora soc cargo tes” ng td til anton mote) Fro non ayer nie compere An came Srna ri ‘gh su wt ermal lato awe 128 Tessier an eg Some ttm rine ‘hese tn ry eit at Dia win pat ‘penn co te ter ste fling a wel Ths dd Tn [Ete Dt nang Hale sal fet ew ie and epg, ‘ul chi re 10° pan br rnge pe ye a ‘Rd ound te cient Teme sree el i lang ate ‘esto pace dc sts le th sod of eg ‘ha a en gh ce ey 2 an Pec ‘fama shops ented ne tate pl= naa cay gost ‘an hi mbes he compcy few 4 mao stg wi ek of ‘tring own ct pg och lard Ge ge. ‘is develope at haf pret ce ly ct gf bd pecrennding my fos ay, Rap ae ‘corto ow Coes ae 11.5.6 Summary and Outlook Deatie wat rt yn iyo ld egy aroun oe Pr ‘tela ety tat ere ps poe se he ne“ ‘sabre theo Cpeson bn) oa aos cp “ny dont pen pS fon eens eb Ai ih oe oes len ec ‘seer Bey erin, Dele say i ne wih pti by maf ee The {6D ot ain on oto nd where alr a an ea or 3 on FO {eso BORin afew yest “het hing open ang tampon Destin inet hasty sac pds om ate trae hough te ‘ores, ih etre bn pany as angel eso ‘Scmpstm ano added we elon swag a pet Signe T Questions 1 yy yu iD Ne tp ry ge on 2 ra an ann rt of vg to tg > Doyo tak taste kandi gsr enue Ep. 12 Pricing ‘The prpne this hate tn ci the msn spect frig etaig The opie esc the ert of ekg areal pce, tesco fect’ pices ae dams and pte ri canes Sone Inara eed pect of 12.1. The Importance of Retail Pricing Pag ea and pl pret pti hve avap en ne a gut nig an pst psn. lr as pln npr mio [Sra ering Hower pre fosep esis ohraed e sitet lg ia et ng dwg Sei ae fan at by oman Sis ee yey profiel dein ao prs phy he se at srs Copy he poy [post pong econ beat 12.2 Methods of Price Setting 12.2.1 Costeoriented Pricing Teams ir nats rating ect tg tn pe “Te wat omy tid or dating ale i aid ated ‘os orp png Heo map ecto Bc pots rine Sate esp pin ly le or ec oe (matey crear) = See te yt at a a he Pr er fn eh ‘The mdlaypreenge to teste ered pel ot See ater fotos cris ander ape empty aie bo Eencsp