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분야
docxII. Situation Analysis
III. STP
IV. Objective
V. Marketing Strategy
VI. IMC Strategy
SonZzang, a traditional hanbok manufacturer and retailer, is launching a sub-brand, LEESLE. There has been the market for hanbok mostly with the customers in their middle age. However, LEESLE has found that younger people’s interests in hanbok were getting larger. A couple of big traditional hanbok brands have also seen this opportunity and started new businesses targeting young generation. In this situation, LEESLE has set up the concept of ‘daily hanbok’ and is aiming to make hanbok a part of street fashion.
Through a survey and our own segmentation criteria - themarket size, the propensity to consume fashion items, and the percentage of SNS users, weconcluded that women in their 20-34 are the right target for LEESLE among various segments. To this target, we will position this brand aslow priced, easy-wearing daily hanbok brand, which will make us differentiated from our competitors. Along with this positioning strategy, we will use synthetic fiber such as cotton and linen in our product so that we can lower the prices and make them get along with other clothes well. We will start providing our products through online shop to reduce maintenance fee for brick-and-mortar shop. However, to broaden the opportunity for customers that can actually experience our product, we will make contracts with guest houses and register for a couple of flea markets and use them as our off-line store. Lastly, for the IMC strategies, we devised advertising strategy using SNS(Facebook), registering for free markets, and supporting backpackers.
