소개글
[마케팅] 속옷 제임스딘 마케팅 분석(영문)에 대한 자료입니다.
목차
1. Marketing Situation Analysis
2. What’s underclothes ?
3. Advantages of Underclothes
4. Underclothes’ Advantages
5. Consumer Analysis
6. Underclothes’ market analysis
7. Introduction of Good People
8. JAMES DEAN
9. JAMES DEAN – SWOT analysis
10. JAMES DEAN ‘In-Ble’
11. Using Integrated Marketing Communication (IMC)
12. IMC Strategy
본문내용
* what’s underclothes?
undergarment worn next to the skin and under the outer garments
* underclothes’ origin
In 4th century, as the movement towards northern part, the Germanic race invented underclothes to protect themselves from the severe coldness in winter.
* ‘red underclothes’
there is such kind of tradition that when sons and daughters receive their first salary, they would give the present of underclothes to parents as a way to show their thankfulness.
* underclothes’ development
as the living standard improves gradually and the heat system becomes common, more and more people decide not to wear underclothes.
Underclothes’ Advantages
① strengthen the prevention of cold
② help to solve the problem of peripheral
circulation disorders
③ offer moisturizer effect for patients
with skin problem
④ make underbelly warmer
⑤ provide protection for injury
⑥ Being breathable and help to improve
blood calculation system
* nowadays what’s the image of underclothes ?
only scanty people wear it
remind people of grandparents
red color
boorish, rustic
pitiable, miserable, comic
shy when other people find it
*James Dean
The brand recognition is getting lower and easily forgotten.
a large gap between people’s knowledge and their desire to actually buy it
Create a new image !!