정신분석 이론이 창시자는 프로이드(Freud)로 인간을 비합리적이고 비관적인 결정론적인 존재로 보았다. 인간의 행동은 기본적인 생물학적인 충동과 본능을 만족시키려는 욕망에 의하여 동기화되는 것으로 개인을 현재에서 자신의 행위를 결정하고 그에 따른 책임을 질 수 있는 주체보다는 오히려 과거
image. It has a synergy effect.
So, using the sports game, the Coca-Cola worked with famous soccer player, Wayne Rooney, to access people all over the world. Coca-Cola used the sports marketing. However, having a celebrity to endorse some products also entails high risks. As many people know, the image of Coca-Cola was damaged by Rooney's scandal. Caution is needed for celebrity advertisements.
“Only a Quarter of Women were truly happy with the fit of their jeans”.
“Willing to Pay Little Extra for a perfect fit”
Target Customer
Specific needs +Narrow down their Array of choices
Re-engineered process Efficient
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be
rejected by consumers. When people know the clothes in the store will not be there for long, they tend to desire for them even more.
Another benefit is that there are only just a few inventories to get rid of at the end of the season. Zara offers only 18% of its products on discounts at the season-end which is only half of what the competitors do. This leads to higher profit margin per product.