Brand 문제점 !!!!
친근하지만
But, 오래되고 촌스러운 이미지
기존 핵심 아이덴티티 중 ‘젊음’ 이미지가 제대로 전달되지 않아
‘오래됨’으로 인지되는 불일치 문제 발생
장수브랜드로서의 Old-Fashioned 이미지를 탈피하지 못했기 때문에
성실하고 신뢰가 가는 친근한 브랜드이지만, 뭔가 나이
Snapple is a brand of tea and juice drinks which is owned by Dr Pepper Snapple Group.
Snapple was founded by Hyman Golden, Arnold Greenberg and Leonard Marsh in Brooklyn, New York in the early 1972.
The word "Snapple" was introduced in the early 1980s and is derived from a carbonated apple juice that had a "snappy apple taste.”
They first started with pure fruit drinks, and woul
on These three reasons, we will look carefully about product and promotion in 4Ps strategy.
Ⅲ. Dr. You's Marketing Mix (4Ps)
(1) Product
-Systematic Product
They are not just making and arraying well-being products. They make products for each segmented customers. For example, Golden Kids for babies, Weight Loss Bar for dieting people and Energy Bar for men.
-Good Ingredients
브랜드는 자기표현의 도구가 되기도 한다. 근래에 사람들은 '매니아' 라는 말이 나돌 정도로 특정 브랜드를 지나칠 정도로 선호하는 경향을 보인다. 이런 사람은 선호 브랜드에서 아무리 후즐근한 상품이 나오건 간에 그 제품이 최고라고 믿고, 또 그것을 구입하기를 갈망한다. 이는 제품의 품질과는 상
2. Case Summary
2.1. The George V Opportunity
The Hotel George V is a nine-story hotel designed by two famous French art deco architects at a cost of $31 million. Opened in 1928, it is located in Avenue George V, Paris, France, and has 245 guest rooms, award-winning restaurants, private gardens, and expensive common areas.
In December 1996, Kingdom Holding Company, the investment company con