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
about the next day's episode. These 60 different episodes can also be accepted as schema. Schema means associated network of knowledge that is activated at the exposure of an external stimulus. Through the 60 different episodes of the campaign, consumers can expand the node and link of using me2day. By this process, it becomes able to increase the needs to use Me2day in consumer's daily life.
brands image.
2) Product
It was the quality of the product which contributed to maintaining the high price. Focusing on high quality and unique design, Bean Pole was not hit by the severe competition which overflowed in the 90s in casual brand industries. With combination of fabrics, standardization of colors, and design map using fabric and colors Bean Pole set average quality of each mat
brands. Custom fitting had become very important as golf equipment companies expanded shaft flex options. TaylorMade, Callaway Golf, Ping Golf, and Nickent Glof all launched series of drivers that allowed golfers to install different shafts into the driver head to produce different launch characteristics.
Endorsements
Leading golf equipment companies had always struck endorsement deals with t
brands of clubs and golf balls their favorite touring professionals used. Furthermore, they purchase familiar products used by their preferred golfers. Companies knew that famous golf stars have great impact on certain consumers; recreational golfers. Hence, no matter the costs, firms have been trying to contract endorsement deals with golfers, who are influential to people.
4. Decline in the