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
communicate with numerous consumers more effectively than old fashioned 1:1 Q&A board. After SNS, consumer and company can take two-way communication. So consumer can treat company more friendly and closely. Company also shows their information and opinion as it is and frankly with SNS. For example, there is a case that smart-phone users in SNS demand service improvement to smart-phone maker. Con
old people & consumer themselves
Have the power of hospital selection
Marketing Objective
“Make SMC NO.1 TOM in consumers’ mind.”
Communication Objective
“Positioning SMC warm image through various media.”
Media Objective
Make awareness about SMC in 1~2 periods during campaign.
Make positive attitude about SMC in 3~4 periods during campaign.
Keep effective reach(3+
old, experts in their field, very open minded and coaches. I told them we aren’t missionaries. We are not going there to teach the Japanese about the role of women in Japanese business. We are there to help fix Nissan, that’s all. Any issue that doesn’t contribute to that is of no concern to us.
I requested that 1500 profiles of Nissan employees be posted in headquarters to select about
I. Why Pizza-Hut?
Pizza Hut is a subordinate company of YUM Brands, Inc. Pizza Hut Korea opened their first restaurant in Itaewon in 1985. It had been using the catch phrase, “함께 즐겨요, 피자헛” which reminds people of joyful time with close people having Pizza Hut Pizza. It also has various records that prove high satisfaction of the customers or their strong brand power. In fact,