Abstract
This report deals with an interesting new trend in marketing, namely flawsome marketing. This term sits as part of a bigger trend towards human brands, it in terms of that consumer don’t expect brands to be flawless. In fact, consumers will embrace brands that are flawsome: brands that are still brilliant despite having flaws, even being flawed can be awesome; Brands that show some em
Doosan Corporation, the licensee of Polo Ralph Lauren, has been distributing Polo Ralph Lauren’s products through 175 stores for the past 12 years.
The Company considers South Korea as one of its key markets because the sales amount of Korea is estimated at 4% of the whole and is the second largest amount in Asia.
Therefore, the gain of direct control in South Korea is a significant step
Value proposition
다양성 충족, 브랜드 인지 상승 통한 (제품 차별화와 브랜드 확장)
상승된 가치 제공 (제품, 브랜드 이익)
추가적인 제품 도입으로 인한
Non-price Costs의 증가
단계적 전략 실행을 통한 MSI 지수 상승
현재 4.49%를 인지,고려,선호,구매 지수에
전반적 상승으로 통해 15.2%까지
Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Great quality of coffee beans
Light roast
Fat free
Ice blended
Negative marketing
High price
Celebrities and famous people
Forming a trend
Profits from trend conscious young people
Bean & Tea Leaf is relevant to making good and beneficial decisions in their lives.
• Many choose to drink coffee and related products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can promote that tea products are ultimately a good-tasting and beneficial product! In fact, benefits of tea include prevention of agi
3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Market Response
Consumers’ dissatisfaction
Price advance in 2008
VS Cheap Brand?
Strategy Analysis (4P)
1) Price
Bean Pole is now a leading company despite the stagnation in the fashion industry in the late 80s adopting brand image value. Bean Pole’s marketers suggest leading brands should fulfill the two mandatory factors which are authority and social satisfaction. With these two factors, consumers are to think “I am different from others” or “I am high class a
paste and soy beanpaste) and gireum-jang (made with sesame oil, salt, and black pepper), jangajji (soy sauce-pickled vegetables)
The next dish is korean chicken.
This is Korean fried chicken coated in a spicy, sweet, and savory sauce. The sauce is made from a combination of gochujang (red pepper paste), soy sauce, garlic, ginger, and other ingredients. It is very delicious and well-know
bean-pole child with flaming red hair (WHALE at age 12)
stares up at the coal smoke pouring from a seemingly endless
row of chimneys. Were in Dudley, a factory town in the
English Midlands region known as the Black Country.
SARAH WHALE (O.S.)
Stop lagging behind, Jimmy. Well
be late for church.
YOUNG WHALE
Yes, Mum.
Whale runs to catch up to his six brothers and sisters. His
father, WILLIAM WHALE