소개글
[IMC] SNS 광고 전략을 위한 반스(Vans) 브랜드 분석에 대한 자료입니다.
목차
1.Current IMC (problems)
2.Future IMC objective
3.Ride with VANS
4.VIVID VANS
5.Expected effect
6.Existing VANS Mono-shops
7.Fusion Place (Club)
8.Expected effect
본문내용
Current IMC (problems)
Marketing Objectives (uncertain, ambiguous)
Short-term Events(not consider long-term relationship)
Not agressive Promotion
Low Reach / Low Frequency
Low Brand Awareness(less than ‘CONVERSE’)
No distinct brand image
VANS’ IMC Objective:
Let VANS be in your routine life
Slogan: “반스에 반하다”
① Ride with VANS
② Color Marketing
③ Fusion Place
소비자의 일상에
자연스럽게 녹아들다
반스에 반하다
Ride with VANS
▪ Increasing Oil price.
▪ Regulations to preserve environment.
▪ Reorganize policy focused on bicycle.
VANS’ outsole is made of rubber,
high-traction(마찰력이 좋은) shoes.
VIVID VANS
▪ Target : Teens and early 20s
▪ Vivid colors of VANS
1. Take pictures of daily life with VANS shoes.
2. Make the pictures black and white except the part of shoes.
It should be simple and easy
to catch the point instantly.
Expected effect
▪ Making customers be aware of VANS’ Vivid color
▪ Remain in customers’ memories
▪ People think VANS shoes is every day-shoes