transition of the company’s leadership from Chung Ju-Yong to his son, Chung Mong-Koo, the development of the company in terms of brand-image, product design and quality, sales, value and its market share has been on the upswing with some consistency. Hyundai Motor Company is now the leading automobile producer in South and is accountable for almost 10% of the global automobile market share.
Campaign Strategy (TV)
Strategic Goal
- 삼성의 대한민국의 이상적 가족상의 제시를 통한 선도기업으로서의 확고한 이미지 제시
- 과거 캠페인의 문제였던 혁신, 열정 등의 부재를 열정적이고 유동적인 "또 하나의 가족 삼성"으로 재포지셔닝
Prolog Campaign
- 삼성의 캠페인의 전체적인 문제점 제시
- 저 출산
Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under
Ⅲ. Analysis section
(1) Environment Analysis
America and Europe market is so saturation. Although this market take a lot of potion of sales 90% but we couldn't get more profit there. Already there is a lot of strong competitors. Recently Asian market is growing fast. So we must target this niche market and another developing country also.
We also find that we need to go into the teena
BrandImage
- Sid Levy “브랜드 이미지”라는 새로운 단어를 1955년 하버드 비즈니스 리뷰에서 처음 사용
- 소비자가 상품을 보았을 때 그들의 마음에 반영되는 이미지
- physical dimension : 속성, 재료, 그리고 상품의 디자인, 포장, 로고 등, 광고자가 그래픽과 이미지를 정의 내리는데 사용하는 글자,