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