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분야
pptIntroduction
Industry analysis -Qualitative
Market analysis
Competitor analysis
Company Evaluation
Our Recommendation
In the past, underwears were only viewed as clothes that was worn underneath the outer garments, but nowadays not only do underwears serve that purpose, they are also viewed as fashionable objects. Therefore the company 좋은사람들 used this new point of view as their marketing point.
We studied this companies objectives, and if there were other companies that sold the same products. While studying the underwear industry, we split the companies into two sections: quantity and quality. In the quantity section, we studied the size of the market and where the company 좋은사람들 stood in the product life cycle. Whether it was in the introduction stage or maturity stage. We grasped the profit and the potential of the 좋은사람들 company. We also found out the number of competing companies. In the quality section, we grasped the risk factor of this company and the level of the competing companies. Also we studied the obstacles of introducing new products in the market. To understand the macro environment, one would have to know the recent changes in the underwear market and the future pursue of the market.
company history
1990. 03 새로운 Indoor Life를 제안한 ‘제임스 딘’ 창립.
1993. 05 주식회사 좋은사람들 출범.
1995. 12 대중지향의 감각내의 Bodyguard 런칭 및 Fashion Show 개최.
1997. 07 한국능률협회 컨설팅 선정 MEGA Ad Award 수상(보디가드 결투편).
1998. 12 뉴욕 광고제 은상수상(돈앤돈스 응원편).
1999. 03 한국능률협회 컨설팅 선정 한국산업의 브랜드파워(KBPI) 1위 기업.
2000. 09 세계 속옷 역사전 개최(COEX)
2001. 06 대한민국 속옷대전 개최
2002. 05 한국능률협회 컨설팅 선정 대한민국 마케팅대상 신상품부분 명품상 수상
2003. 01 J 국내 최초 파리 국제 란제리 전람회(Salon International de la Lingerie) 참가
2003. 12 제 3회 난치병 환아 수술지원 “아가야 그 동안 많이 아팠지” 시행
2004. 02 1925세대 감성속옷 Yes 런칭
2004. 12 제 4회 난치병 환아 수술지원 “아가야 그 동안 많이 아팠지” 시행
2005. 08 국내 최초 스타일리쉬 란제리 - 섹시쿠키 출시(8/19)
2006. 03 신규브랜드 ‘슈가프리’ 런칭
