분야
docxAlessi
History
- Industry history
- Company History
Product description
4P
- Product
- Price
- Place
- Promotion
4C
- Circumstance
- Collaboration
- Competition
Company
Customer
SWOT
- STRENGTH
- WEAKNESS
- Opportunity
- Threat
1) IKEA
2) Georg Jensen
3) Other luxury items
Solution
- Museum
- Opening flagship store
- Third Solution
- commercial / b2b
Now, Alessi is at intial step to enter the Korean premium kitchen ware market. So they just opened one flagship store in Chungdamdong where lots of rich people visit for shopping and meeting. Flagship store means the store which maximizes brand’s image and characteristic by presenting successful products. This store is not only for selling products but also for advertising. In Chungdamdong, there are lots of people who are interested in keeping elegant life style and have enough ability to buy luxurious things. Thus, if Alessi attracts people’ attention, it will be good opportunity to get customers and let people know Alessi as premium brand.
However, it is so expensive to locate on the good point. Thus, Alessi will lose much money for opening flagship store. They need to find economic ways to keep flagship.
In addition, they sell their products by using multi shop located in department store. Those multi shops are managed by ‘The place’ which deals with luxurious living brands. These multi shops are in department store which is located in important place like Apgoojung, Mokdong and so on. Naturally, rich people can approach Alessi’s products. Furthermore, this way is close to Alessi’s distribution structure. Alessi has image which is luxurious brands, so controlling inventory is important.
But in multishop, there are many different luxurious brands, so it is very difficult to introduce Alessi’s goods and its brand identity. Therefore, Alessi has to find an effective way to let people know Alessi in multishop.
- Promotion
The company uses very unique and interesting ways to communicate its products, i.e. promotion strategy. It includes carefully managed shops, the advertisings, temporary exhibitions, design interviews, the Alessi museum, websites and blogs, and B2B services.
The shops
Shops managed with extra care are one of their main promotion strategies. The variety of product kinds, material range used, and collaborating designers have demanded a special care in the presentation of the Alessi’s items. Therefore, Alessi shops carefully deal with each object showing its history, character, intention to transmit joy and aesthetic energy.
There are two different kinds of Alessi shops(off-line); flagship stores and shops-in-shops. Flagship stores offer the best presentation possible for their wares with the most appropriate interior and there are 26 of them worldwide in most proper locations. Alessi tries to adhere to the same display concept for the hundreds of shops-in-shops of the world’s finest multi brand stores. In Korea, there is one flagship store and about 20 direct shops-in-shops.
The advertisings
Alessi favors quality to the detriment of quantity in its magazine, newspaper and TV advertising, maybe because the target segment is very specific. For example, in the case of magazine, the quality of magazine where the advertising appear and its privileged position on it (generally in the cover last page) is considered as very important. Though, its advertising in Korea is too scarce to notice.
Also, the contents of advertisements are in line with Alessi’s identity, too. They are meticulously created to show the object with a light touch of humor and surprise and to communicate not only the product, but more deeply Alessi essence and its design intention.
Temporary exhibitions
The Alessi’s practice of the “Italian design factory”, halfway between industry and art, has progressively attracted the attention of worldwide museums of applied art and design. So, over the years many exhibitions dedicated to the company have been organized. The temporary exhibitions have been used by Alessi as privileged channels to communicate with the customers and to promote the company appealing its artistic, sophisticated image even better. In Korea, however, it has been hard to find that kind of exhibition so far.
The Design Interviews
The "Design Interviews" are provided by the Alessi Museum. They carried out with some of the designers with whom Alessi has collaborated. Interviews with the renowned designers let people communicate with the designers through the story of their own experience while the company promotes itself taking credits of the designers’ prestige.
The Alessi Museum
Inaugurated in 1998, the Alessi museum was created to be filled with all the objects, drawings, images and documents of any kind, significant for the company. The museum is connected in a competent and direct way with international museums and cultural structures, developing common activities and initiatives.
Website and Blogs
Alessi makes affirmative use of on-line materials to improve its awareness and intensify its image. Its website www.alessi.com features catalogue for each season, company history and info, bunches of witty video clips including interviews and on/off line store info. It also runs blog called VIEWON which provides updated introduction about their collections.
B2B models
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