소개글
[광고론] 리바이스 분석 및 20대 여성 타겟 광고전략 제안(영문)에 대한 자료입니다.
목차
Target Brand :Levi’s Korea
1. Brief Description of This Brand
2. Reason Why We Chose This Brand
3. Environment Analysis
4. Company Analysis
5. 4P Analysis
6. Implication
7. Suggestion
본문내용
(3) Expected Problems
We expect some problems of Levi’s marketing strategy. First, we think that the brand positioning of Levi’s is unclear. We heard that Levi’s take cost leadership in the US, while in comparison their price is accepted as expensive in Korea. It is our guess that Levi’s price may not be suitable with their image. Some people thing that Levi’s image is somewhat old. This image may be critical in increasing their performance because jeans’ main target customers are usually young people aging around 20s.
This is the reason we guess they cannot maximizetheir profit currently. We think that they need to reconsider their brand image strategy through marketing communication tools. Our group will further investigateLevi’s current marketing strategy and suggest our views.
3. Environment Analysis
(1) 5 Forces Model