저작권 문제
● 중국의 Low End MP3 player
● S9의 늦은 출시
●낮은 인지도
●낮은 브랜드 로열티
Convert 전략이 필요!!!
낮은 인지도를 재고하여, 장점화할 필요 있음.
새로 태어난 S9의, 광고 전략 1 – 메시지
1924세대의 ‘Must Have Item’ 등극.
타겟 고객에 맞는 커뮤니케이션 메시지 개발.
The Ultimate MP3 S9 is…
속성 관련 Brand Image
세련된 디자인 ⇒ I-Pod Touch의 대항마
비속성 관련 Brand Image
중소 기업 ⇒ Expensive
뛰어난 기능
화질: AMOLED
음질: 코원의 기술
It’s good, but not cool!
뛰어난 기능 만큼의 브랜드 파워가 없음.
.
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새로 태어난 S9의, 광고 전략 1 – 메시지
너만을
director Ridley Scott was a huge success, followed by the more well-known ‘Think Different’ series, the silhouette iPod advertisements and the most current ‘I’m a Mac’, which compares itself to the Microsoft user and creating a buzz after the ‘I’m a PC’ advertisement of Microsoft had been seriously criticized for being uncreative and ineffective. Above marketing strategies are tak
1. Introduction
As of September 2007, the iPod had sold more than 150 million units worldwide making it the best-selling digital audio player series in history. There’s no one who doesn’t know about the iPod and its service, iTune. We wanted to know what brought this huge success, and how they conducted its extension program to the world market.
2. iPod & iTune
2.1 Product
iPod is a
the brand most loved by its users. ReignCom came up with the world’s first Multi-CODEC CD Player in December 2000. With the product, ReignCom took the top position in the U.S. market in the short span of six months. Since then, ReignCom has also taken the top position in domestic market. Today, ReignCom has known as a global leader in the MP3 player market with the world-famous iriver brand.