3. Brand positioning
- To make a comparison, the other big domestic competitor, Asiana Airline, appeals to emotions through comfortable, tender atmosphere. On the other hand, Korean Airline is aiming to improve customer satisfaction under the basic duties of Korean Airline by appealing with a perfection, quality, thoroughness, convenience.
- With a perfect and best image, Korean Airline striv
cycles
The industry’s number one in terms of sales
Seasonality
X : VIPS has different events at each season
The critical factors
Competitive points, Concept, Brandimage,
High quality menu, Exclusive atmosphere,
Clean facilities, Large parking area
1992
The first family restaurant
35 stores
Various exotic food
Repositioning
High price → A folksy low price image
brands have these following strong points.
1) A company can manage all the process of planning, producing and even distributing.
2) Through 1, they can cut down their production cost.
3) Selling their own brand item in their own shops.
4) Skipping intermediaries which allows quick products turn over ratio.
5) They can recognize customers demand easily because they sell their product in thei
brands as a first-mover focusing on No.1 the first online shopping mall in Korea. People recognize WizWid as the most luxurious and trustful online shopping mall by the first mover advantages. This graph represents over 80% of total visit is direct visit. It presents many customers believe WizWid’s brandimage under first mover advantage recognition.
3. WizWid and Online shopping
In so far,
Brand Promise)’이 타격을 받으면 배가 침몰하는 것과 같다는 점을 검증해 주고 있다.
이러한 상황에서 스타의 퍼스널 브랜드와 관련되어 스타들의 브랜드 이미지(BrandImage)에 대한 데미지(Damage)를 최소화 하는 브랜드 관리 기법으로 ‘스타 브랜드 리스크 관리(Star Brand Risk Management)’의 개념이 필요한 시
브랜드 이미지(brandimage)란 소비자가 특정 기업의 제품에 대해 좋고 나쁜 느낌 혹은 상표에 대한 신념이다(김정탁, 박진서, 김소형, 2002, 재인용). 이러한 브랜드 이미지는 브랜드와 관련된 여러 연상(association)들이 결합되어 형성된다. 브랜드 연상이란 브랜드와 관련하여 떠오르는 모든 기억을 말한다.
Strengths
-Powerful and prestigious brand portfolio
-World renowned
-Moët-Hennessy - Wines and spirits
Weaknesses
-sensitive to the fluctuation of economy;
-Broad acquisition makes no sense and could bring burden,
Opportunities
-The demand of luxury products is rising.
-The small companies are seeking shield to exist in fierce competition.
Threats
-Economic cycle
-Imi
Product differentiation
-launch Herbal cosmetics made out of 5 different herbal
medicine extractions to market
-the brand containing the keywords from eastern philosophy
Price differentiation
-Set price equal/similar to foreign brands image
differentiation
-in position of unique luxury cosmetics which contains South
Korean atmosphere
etc.
curiosity, no reason, feel tired
.
.
.
Product information
name: 처음처럼
degree: 19.5
date of produce : 7th of February .2006
Special feature : the first in world, making 100% alkali water using method of alkali deoxidization
BrandImage
mild, clear, pure image
-wellbeing image (처음처럼 is good for health)
leading a low degree market by using alkali water
brandimage, awareness like various event, promotion.
Like this, Jinro maintained first place for few years in fierce competition and
want to consolidate the strongest positon by practicing marketing plan that keep rapid growth competitor in check.
2. Explanation about JinRo and 참이슬
(1) The birth and present
JinRo is being loved as national alcoholic drink was established by