매스티지는 대중(Mass)과 명품(Prestige Product)을 합성한 신조어로 대량으로 판매되는 준고가 명품브랜드나 프리미엄 상품을 의미한다. 최고급 명품대열에는 들어가지 못하지만 합리적인 가격에 상류층에 속한다는 심리적 동질감을 느낄 수 있는 매스티지 선호가 새로운 소비 트렌드로 자리잡아가고&nb
parent feel needs of extra education for the kids.
The second step of Consumer Choice
-Information search
눈높이 has been long time in home education service system, also ranked highly.
So actually they have their brand value, in this case the personal source can be very important thing when the customer seeks the information.
The consumer prefer the another’s experiences.
Brand Power
Strong Distribution Structure
Differentiated Goods
Speedy Growth
Diversity of Lines
Outstanding Positioning
Pioneer of Brand Shop
Flexible and Strategic Product Development
Customer Communication Marketing
Luxury Cosmetics Sector
Sales Growth by Tax-Free Business Boom and Line Expansion
Jinsul(진설) in Sulwhasoo Line
Successful Launch of White Prog
Prestigious and expensive luxury items market like luxury bags and accesory is growing fast.
2. Blurred identity
Launching a new brand targeting lower class weekening Alessi’s identity as a premium brand
3. Not centralized online stores
Online shops are expanding huge market to sell products. However, Online shops of Alessi are scattered around and are not controlled by Alessi. Even
brands (Annual Report, 2009). Ralph Lauren is made up of three integrated operations: wholesale, retail and licensing. Polo’s wholesale business is divided into two groups: Polo brands and Ralph Lauren Collection brands. The Polo brand group operates, distributes and markets Polo by Ralph Lauren, Polo Sport, Ralph Lauren Polo Sport, RLX Polo Sport and Polo Golf.
As of 2009, Ralph Lauren or the
to 4th
Great quality of coffee beans
Light roast
Fat free
Ice blended
Negative marketing
High price
Celebrities and famous people
Forming a trend
Profits from trend conscious young people
Fierce competition
Relatively small size of company
Market Response
Consumers’ dissatisfaction
Price advance in 2008
VS Cheap Brand?
rice.
Revenue: 1053 billion
Market share: 8.1%
Product lines: Chamsoju, 경주법주, Style, Oakzen etc.
Quality of workers: normally jin-lo and doo-san have better workers.
Place of selling alcohol: Super market 30%,
Bar& restaurants 70%
Each region has their own soju brand. So it is very hard to enter other region’s channel.
Kumbok corporation has enough stock of Oakzen
obtained FDA certificate. Like Morning Hoo, it's a smoking cessation device, so it does not deliver nicotine. It gain popularity and increase its brand image as MBC Talent Association are promoting it.
Despite strong competition, Janty has power to win the significant portion of e-cigarette market share. Unlike other e-cigarette companies, its head office is in Europe and it has worldwide
Brand image of Pulmuone
Using paper container
Balanced nutrients
Using same line of other products
No MSG, Trans fats
Convenience
Using the same producing formula with other brand
Low awareness for product strength
Little varieties of products
No advantages in price
Increasing interest in food safety
Large market potential
Growth of single member family
Low market barrier
Product Line
Diversification
Rerationship
Management
Sub-Brand
Creation
대안 1. 한국의 명품 구매자들의 성향을 살펴보면 ‘노노스족’의 등장을볼수있다. ‘노노스’란 ‘노 로고 노 디자인 No Logo No Design’의 약자로 브랜드 로고를 내세우지 않고 디자인만을 이용해서 만든 독특한 제품들을 말한다. 기존 명