Communication strategy
1) Character Marketing: 10대 타겟층이 친근하게 느끼는 새로운 캐릭터를 개발 활용
2) Viral Marketing: Target들의 online Communication에서 자연스럽게 노출될 수 있는 각종 온라인 컨텐츠 개발 및 활용
3) Internet Marketing: TVC를 비롯한 기존 4대 매체 대신 인터넷 만을 이용하는 인터넷 마케팅 전
online shopping aspect of WizWid and how well it has or has not been utilizing the merits and coping with the demerits of such industry.
Online shopping is a kind of subcategory of electronic commerce (or e-commerce) which in turn is a subcategory of electronic business (or e-business). E-business is defined as the “utilization of information and communication technologies in support of all t
their own website.
Attract indirected customers from other associated web site -Off-line :Totally had 777 branches in 2009 in USA
-Planned to open 70 additional branches every year
-Targeting online market through BN.com web site
PROMOTION More advertisements in on-line Price Discount Strategy
Communal branding with AOL
Affiliate Program
New type advertising
Various events
women
Age: 20~34
Lifestyle
Heavily using SNS,
Enjoying sharing experience
Open to various kinds of beauty
Shopping online at least once a week
Communication Objective
- Clothing : Hi-involvement product
- Achieving 20% awareness of LEESLE brand among the target audience within 6 months. (4,523,041 * 20% = 904,608)
[Communication Message]
New Wave from Your DNA
SPAO is low price. The products of SPAO cost only 80-90% of its competitor UNIQLO.
d. Positioning
SPAO has decided to go for “Same-for-the-Less” positioning. The brand offers comparable quality with other fast fashion industries but at a lower price. SPAO communicates the products’ high quality through the usage of premium quality materials; and at the same time, it offers them at lower
online shops. If they buy through online shops, there are open market, individual shopping mall, department store in Internet, and so on. Open market competitors are the most significant to 11ST, so they should focus on that. Auction and G-market are major companies in open market. Competitive structure for open market is oligopoly because a few sellers control the supply of a large proportion of
online and commissioned education.
4.4 Style
SAJO has an interesting and unique style regarding the top-down structure. So, the head of the firm tries to talk with the employees and have meals together; their relationship with the head is very close. However, regarding merged companies, there is not much interaction among companies.
SAJO group's current president Jinwoo Joo is a direct and re
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i
STP - 미샤의 시장표적화
인구통계적 특성으로 구분
연령
10대후반~20대초반
고등학생+대학생+새내기 직장인
라이프스타일 특성으로 구분
한달 평균 화장품 지출액
7200원~ 13600원
최소한의 화장품 소비
가격이 구매시 가장 큰 결정 요인
품질은 기본적인 고려
STP - 시장 위치화
미샤
trial, create buzz and give good impression while minimizing the cost.
For distribution, Oxford Toy already has good domestic channels. However, it needs a company online shopping mall to provide better accessibility for their collector-level toy items and individual bricks.
Finally, Oxford need to maintain growth to stay competitive against Lego Korea's success, and should keep investing.