Brand 이미지로 인해 시장점유율은 낮은 수준이다. 따라서 나뚜루는 보다 적극적인 마케팅 전략 기획을 통해 시장을 공략한다면 성장 가능성이 큰 것으로 보이며 현재 시점이 어느때보다도 적극적인 마케팅 활동을 수행해야할 시기로 판단되어 나뚜루 Brand를 선택하게 되었다.
연구 목적은 고급 아이
in Iteawon
ㆍOrin Smith: “ Starbucks Korea is the most productive company now and should be the model of other starbucks company”
B. Market Phenomenon of TAKE-OUT Coffee
ㆍ Starbucks' Strong Points
― provides high quality & Transformation of
coffee culture in Korea
― expanded the concept of employee benefits
― brandimage
― fifth sense marketing
brandimage can be included in this step. Entertainment can also be one of the factors developing the plan in this phase. Finally, the last consideration is preparation of broadcasting to customers. This step includes all the services related to advertisement, for example, a company can prepare a show host or a few models for media screen.
Broadcasting Process
There are two types of local c
From midterm presentation, consumer's needs to luxury items is high quality, brand user image, image making, superiority, desire of ostentation, trend, brand loyalty, background.
The following is a few examples method of foreign fashion luxury brand to meet consumer's needs.
❶ high quality
Left side, 69E means that producer
Right side, L in the rectangle mean that year
creates it. The artisan's name is engraved on top of the bag. Later, when a repair request comes artisan made the bag should be repaired. Such as lifetime responsibility system.
❷Brand user image-superiority
▶Louis Vuitton's all advertising is done through magazines to deal with higher priced products. Because target is consumers that maintain economic power of high level.
Launching a new brand
Give fresh image to customers
One of the fastest ways to get rid of cheap image
Customers will recognize “New-Brand” in a new category
Lexus was successful
Costs substantial time and money
Takes time for a new brand to be settled
Suspicion of Hyundai’s ability to manufacture premium car
Brand Background
-Company vision
합리적인 price와 고감도 value에 Trendy한 요소를 접목시킨 신개념 토탈 패션 이너웨어이다. 실용적인 가치와 감각적인 욕구를 동시에 충족시킬 수 있는 트렌디한 요소를 기존 코데즈 컴바인에서 만들어낸 감각으로 승화시킨 코데즈 컴바인 이너웨어, 합리적인 사고방식과 영한
Brand Background
1) Company Vision
가능성의 실현(Fulfilling Potential)
Reebok은 프로 운동선수에서부터 운동장에서 뛰노는 아이들에게까지 기회와 제품, 그리고 당신의 무한한 잠재력, 또 그것을 달성 할 수 있는 영감을 제공하기 위해 최선을 다하려 한다. 당신은 위대한 일을 해낼 수 있는 가능성이 있기 때문에 R
brand's tradition, image and star designer "Marc Jacobs"
In 1998, Louis Vuitton recruited Marc Jacobs. He was young but genius. Louis Vuitton embraced his creative idea. After that, every 5 years Louis Vuitton has growth in sales to double.
③ Anytime, anywhere bag goes well. Do not get tired design
If one kind bag sold out, they stop to produce same design. As a result, custome
imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.
4. Brand Extension Strategy
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. V