The interview was held in cafeteria, between Nov. 25 and 26 at 3 O'clock in the afternoon. There were five core questions and follow-up questions asked, mostly to find out the brand personality but also tried to identify the improvements that might be needed to enhance the image of Calvin Klein Jeans. The overall characteristics of Calvin Klein Jeans are premium, sexy, simple and classical.
[Product concept]
- 현재의 클라렌에 대한 일반인들의 인식
하얀 치아 --- 하얀 자신감
하얀 미소
그런데 치아에 뭔가를 붙여야하네~!
뭔가를 부쳐야 하는 부분에 대해 아무런 설명도 없네.
뭔가를 붙이는 것이 너무 특이하게 다가오는데.
현재 인식모형 : 하얀 치아 -> 하얀
Research Rationale/Questions
In present-day society, environmental problems are one of the most important issues facing us. Accordingly, the cognition that we should preserve environment is prevailing in Korea too. New Ecological Paradigm (NEP) measured the environmental awareness. It reported that Korean got higher marks than average (3.38 out of 5), showing relatively eco-friendly attitude. Th
∥ Emphasis on the individual level
Cause of environ. Problems: individuals.
The environmental issues may seem different according to the region; however, the sole reason of it is us ourselves. What makes the Earth sick are such factors as light we turned on unconsciously, tissue we dumped thoughtlessly, and human’s desire to be more comfortable and to enjoy more. In that sense, if we a
라. Excellent Service+Consistently
메리어트의 구호는 "Excellent Service"이다. 최상의 서비스를 고객에게 제공하자라는 것이다. 그런데 그 뒤에 "Consistently"가 따라 붙는다. 최상의 서비스를 고객에게 꾸준하게 일관성 있게 제공하라는 것이다. 아무리 순간순간 고객과 접촉할 때 종사원이 양질의 서비스를 제공