low brand awareness
2. Consumers cannot buy their product in common supermarket
-> Limited channel distribution
3. Available a few online store, specialty stores sells Korean product
-> Selective channel distribution
Choose adequate vendor to supply their product
Conclude franchise agreements with franchisee
Use opinion leader
Use home shopping vendor
PPR advertising
of those 2, or 3 giant brands and in some department stores the sales of NB exceeded Adidas in 2011.
Our Brand- New Balance
After E-Land Group acquired the licensing rights in 2008, the sales of New Balance are dramatically increasing. It grew more than 6 times from 2008 to 2010 and we are expecting to earn more than 2,000,000,000,000 by performing customization strategy.
As NB set the
of perishability
Intangibility (souvenirs) – we are not selling product which can be touched, but the feeling, experience - we buy souvenirs of experience-based entertainment, but we cannot take home the experience itself. It is in our memory, not in our shopping bag.
Temporality (WOM) – at that time, at the cinema, go to the theme park,
Sociability (with friends)- most people
of free time
Life style Interested in many things but interest changes quickly. Follow close friends Too much leisure time.
Consumption
Habits The number of consumption is great but does not last Financially un-challenged enjoys travelling Spends a lot of money
Influence on other
Consumers Very active WOM Active WOM Tell close relatives
We can see that our core customers who are the 20s and
Ⅰ. 개요
오늘날 서구 학계(특히 사회과학 분야)에서는 질적방법이 점차 수용되고 있다. 이것은 사회의 복잡성이 하나의 관점으로 이해될 수 없음을 연구자들이 자각하게 되었다는 사실에 부분적으로 기인한다. 한국사회과학에서도 이러한 경향은 크게 눈에 띄는 것은 아니라고 하더라도, 양적방법