소개글
[광고론] 기아자동차 쏘울 KIA Soul IMC 전략에 대한 자료입니다.
목차
1.Introduction
2.Analysis of the brand
3.IMC Strategy Design
4.IMC Strategy Target
5.Recommendation
6.Q & A
본문내용
The Current car market and STP Analysis
Current car market for the ‘SOUL’
1.Innovative new SUV concept car
Fancy design and various customization
Fulfill specific customer needs
2.Not for existed market, but for blue ocean
Demand for new design not in existed market
Create a window of opportunity to the ‘SOUL’
3.Exposed and potential competitors
Nissan’s boxcar ‘CUBE’
Others can enter into the same market
Segmentation
Style and Utilization
Customers who want to
express their own personalities
Important car features:
Extensity and Spaciousness
Targeting
Customers b/w 20-30’s
Early Adoptors:
Prefer unique and distinctive
products
Prefer outdoor activities and
popular trends and are not
sensitive to prices