[소비자행동과 광고] 벨로스터 광고 분석 및 프로모션 전략 수립

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레포트 > 경제경영계열
2011.11.28
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[소비자행동과 광고] 벨로스터 광고 분석 및 프로모션 전략 수립에 대한 자료입니다.

1. Car segments
2. Introduce of Veloster
1) Introduce of Car performance
2) Introduce of design
3) Strong points and weak points
4) Compare with other cars
3. A Target market of Veloster
1) What is the Y–Generation?
2) Characteristics of main target consumer?
4. The advertisement of Veloster

New Promotion Strategies of Veloster

1. More information about Performance
2. Sensory Marketing.
3. Using Need for Uniqueness
4. Brand Extension Strategy
5. 4D Marketing
6. Application promotion
7. About the after Market

본문내용

3. Using Need for Uniqueness

As stated above, Veloster has very special design, and it belongs to whole new car-segment, PUV. As a marketer, we need to use this aspect in order to get target market’s interest toward the product. We can have them feel uniqueness by getting this car since the car has whole new concept. Using slogan like “If you buy a Veloster, you’ll be a fashionable and stylish person!” or “If you get it, you get unique.”

Also, we can build ‘Looking glass self’ for the customer. ‘Looking-glass self’ means the process of imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.

4. Brand Extension Strategy

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Value For Money (VFM) means consumers want to be satisfied mentally spending less money. As a marketer, we can use this aspect.
AUDI makes key holder. Porsche launched PDDS(Porsche Designe driver’s Selection). Ferrari makes caps and clothes.
These luxury car brands extended their brand to new products, which have nothing to do with its original product, cars. By using brand extension strategy, consumers can approach those brands while not buying cars. However, they feel satisfaction with those kinds of products, also spending less money (relatively).

We thought HYUNDAI could make extended brand. For example, Veloster watch, Veloster trouser or T-shirts. Launching this kind of products could broaden the approach channel so that consumers can easily be exposed to Veloster brand itself. Furthermore, consumers could spend less money, while having Veloster products could satisfy them.

#프로모션 #광고 #벨로스터 #소비자행동 #전략

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