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