1.0 Executive Summary
We chose Laneige, a family brand from the leading cosmetic company, Amorepacific, as its position as a middle-price range brand best matches our target customers, young adults. The product our group has proposed is a lipstick called “Perfect-all-day” which has strong durability with reasonable price. Unlike the common lipsticks, our product is long lasting and requires
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
Brand
When silk was first distributed, it was only available to the nobles. The social class of today is no longer divided into the nobles and the peasants. Instead, a person’s social status is doing a similar job. It means your finance condition is the new criteria of power.
Although conditions like this are not clearly seen, there are clues to figure it out. People eat and wear similar thin
1. Established a global management system through expanded overseas production
2. Achieving high results even during global economic crisis
3. Six years of continuous inclusion in ‘Best 100 Global Brands’
4. Hyundai’s Tau engine awarded “Top 10 engine” again and again
5. Became top in quality and customer satisfaction in Germany and America
6. Korean factories, the world’s larges
positioning was ‘the best driving machine’. Although competitors changed their positioning strategy according to the car market situation, BMW kept sending that message to the customers. Finally, BMW’s consistent strategy made BMW as the luxury global motor company. In 2010, BMW was placed at third place in the Interbrand research about the brand values ranking (refer to Appendix1).
Jinro performs Soju, wiskey, and the other alcohols business
Main office in 1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell Jinro Soju
In 1970, became No.1 brand turning around Samhak
In 1998, Chamisul was
successfully in the market within relatively short time. By analyzing strengths, weaknesses, opportunities and threats of Caffe Bene’s marketing strategy, it will be possible to get significant hints for managing brands. Furthermore, it will be helpful for developing better strategy. Internet resources, interviews, surveys, other previous researches, related books will be used to get a data.
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. Value For Money (VFM) means consumers want to be satisfied mentally spending less money. As a marketer, we can use this aspect.
AUDI makes key holder. Porsche launched PDDS(Porsche Designe
Management Improves Workforce Deployment
Analytics Ensure Marketing Success
Measuring Customer Satisfaction
Existing Environment
SAP enterprise resource planning software(ERP), SAP and non-SAP banking applications, legacy systems
Database
Oracle
Hardware
IBM
Operating System
IBM AIX
II. Multi Brand CRM (SAP CRM + SAP NetWeaver TM)
The challenge
Brand Identity
Most dramatic vision of women’s fashion
Ultra-stylish yet timeless suits and evening dress
The ultimate expression of luxury for the gentlemanMix of vintage Ivy League prep, heritage equestrian
The original symbol of the modern preppy lifestyle
Preppy heritage, accessible price
An affordable wardrobe for every occasion
A symbol of fight against cancer
Vintage, the high