brand meeting their needs.
Different type of answers are found in surveys concerning the Japanese market:
Firstly an hyper range segmentation per age group. The cosmetic market in 2008 witnessed the launch of lines entirely dedicated to women over 40 years of age, who account for more than 60% of the cosmetic market in Japan. Kanebo debuted on the 60-something age segment with the launch of C
Organized environment = security
Organization empowers volunteers to think and make suggestions
Ownership = motivation
We train and equip our volunteers
4 Year Program
Clear expectations
Become ambassadors
In order to be successful, volunteers must
Know their opinion counts
Know their job matters
Be committed to quality
Know what is expected of them
Have the equipment they need
I. 사례 연구 배경
BrandLongevity는 모든 브랜드 매니저의 목표이자 비전이다. 그러나 Long-Run Brand를 만들기란 쉽지 않은 일이다. Long-Run Brand를 만들기 위해서는 무엇을 해야 할까?
Brand 단명화의 원인
브랜드의 단기적 목표와 성과에 너무 치중(브랜드 조급증)
소비자 인식상에서 뚜렷한 차별화를
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
Ⅰ. Executive Summary
SonZzang, a traditional hanbok manufacturer and retailer, is launching a sub-brand, LEESLE. There has been the market for hanbok mostly with the customers in their middle age. However, LEESLE has found that younger people’s interests in hanbok were getting larger. A couple of big traditional hanbok brands have also seen this opportunity and started new businesses tar