소개글
[마케팅] 대우 드럼세탁기 클라쎄`Klasse`(영문)에 대한 자료입니다.
목차
Product : DAEWOO Drum Washing machine "Klasse"
Subject : Despite of its good quality, Klasse's sales is low because its brand power is weak. So, first we should analyze current washing machine's market in Korea, and then set the goal for cope with DAEWOO's situation with proper marketing strategy.
Process : Competitor Analysis; such as SAMSUNG and LG
SWOT Analysis
Segmentation / Targeting / Positioning
4 P strategy (Product, Place, Promotion, Price)
본문내용
1) HAUZEN (A compound word from Germanic, 'Haus' (means 'House') and ‘Zentrum’ (‘Central’)
⇒ Hauzen's strategy for advertising is called 'Family Brand Marketing', which simply means, gives brand-name, 'Samsung' to its whole products. For example, Samsung advertise Hauzen, the washing machine, as not just 'Hauzen', but they do as 'Samsung Hauzen', while the counterparts advertising their product without their brand-name.
If you read the advertisement of 'Hauzen', you can notice this strategy : 'Family Brand Marketing'.
2) TROM (Germanic word indicates 'Drum')
⇒ TROM's strategy is 'Separate-Branding'. In the case of LG Electronics, they naming each kind of products separately, for example, give different name to each models, 'TROM' for washing machines, 'Kimjangdok' for Kimchi-refrigerator, 'Whisen' for air-conditioners, and so on.
As you see the advertisement for each kind of products, They publicize differently each others : 'TROM' emphasizes it's high-quality of motor for powerful operating, advertisement of 'Kimjangdok' tries to accent its efficiency storing. And 'Whisen' advertising its own strong points. As you read mentioned above, you know that LG Electronics advertising strong points of their each goods independently.