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분야
docx2. Analysis of current situation
- SWOT
- Industry analysis
- Competitor analysis
- Customer
- Objectives
3. Target and positioning
4. Marketing mix
- Product
- Price
- Place
- Promotion
Target Market
Our Main Target Segment is 20s, especially 20s who are ‘Early Adopter’. They are frequently exposure to commercials and Internet media. We considered how to appeal them by commercials, because Commercials are essential to raise SPAO’s brand awareness. They not only easily get information about various events and contests but also take part in them easily. Furthermore, they are so sensitive about commercials on the internet because 97% of them use the Internet every day. Finally, they are sensitive about brand image, so brand awareness influences their consumption greatly.
Positioning
As for brand awareness and price, SPAO has competitive price but has low brand awareness. Among SPA brands, SPAO is on the middle position at the brand awareness but has various prices while Uniqlo is on the top position at the brand awareness and bottom at the price. So SPAO has to raise its brand awareness to the top position by promotions and reduce price to 80%. Then SPAO will get competitiveness in the SPA market.
But it’s not clear that SPAO will get competitiveness with only brand awareness and price. Uniformity of clothes and losing their unique design in SPA market these days can be both chances and threats. So we set strong advertisements at the beginning of promotion to raise brand awareness first, and make it as a cornerstone for long-run marketing strategy.
