[촉진관리] 뉴발란스 IMC(영문)

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레포트 > 경제경영계열
2012.07.25
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IMC : 브랜드와 포장

소개글

[촉진관리] 뉴발란스 IMC(영문)에 대한 자료입니다.

1.Situation Analysis and SWOT Analysis
2.Analysis of previous MACROM of New Balance
3.Analysis of Current MARCOM program of New Balance
4.Target Market
5.Positioning Statement
6.Objectives and Budget
7.IMC Program: Advertising
8.IMC Program: Sales Promotion
9.IMC Program: PR/Publicity/WOM
10.IMC Program: Sponsorship
11.Executive Summary
12.Appendix

본문내용

Summary: We plan a campaign which will be based on the new tool on our website to customize the famous NB 574 shoe. Through this we hope to gain higher brand loyalty and afterall increase our sales.

Situation Analysis and SWOT Analysis
-Situation Analysis:
Industry: Footwear industry is growing more and more. As sport multi shops came out, people can easily compare the diffrent brand shoes and easily buy them. Also as people regard the sneakers as fashion and 20s want to be chick, it is good time for footwear brand to enlarge their business.

Competitors: In Korea, Nike is the most famous shoe brand and Adidas is trying to catch up with Nike by acquiring Reebok. New Balance is chasing behind of those 2, or 3 giant brands and in some department stores the sales of NB exceeded Adidas in 2011.

Our Brand- New Balance
After E-Land Group acquired the licensing rights in 2008, the sales of New Balance are dramatically increasing. It grew more than 6 times from 2008 to 2010 and we are expecting to earn more than 2,000,000,000,000 by performing customization strategy.
As NB set the concept that the sneakers could be a fashion it created the new lifestyle look and is expected to catch up Adidas and Nike.

참고문헌

1. 패션채널, ‘나이키’ 독주 속 ‘휠라’, ‘뉴발란스’ 두각, http://ironmandaeik.com/xe/32466
2. 아이언맨대익, 뉴발란스 운동화 패션 변천사, http://ironmandaeik.com/xe/32041
3. 매일경제신문, 2011/11/29,http://news.mk.co.kr/newsRead.php?year=2011&no=347551
4. Facebook
New Balance: http://www.facebook.com/Newbalance
New Balance Korea: http://www.facebook.com/nbkorea
Nike Running Korea: http://www.facebook.com/NikeRunningKR
5. Customized NB 574 shoes, US e-shop
http://www.shopnewbalance.com/custom/style/US574
6. 패션채널, 러닝화, 화려한 패션 스니커즈로 부활, 2011/10/01
http://www.fashionchannel.co.kr/main09/bbs.php?table=papernews&query=view&uid=4712
7.DATAMONITOR, 「New Balance Athletic Shoe 」, 2007/Jun
8. Harvard Business case Review, 「New Balance Athletic Shoe 」, Inc, 2006

#촉진관리 #뉴발란스 #IMC #영문 #촉진

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