question in 2008
Relatively low brand image to go high-end
High initial investments for luxury division
Global economic crisis
So, they waited…
While they are waiting…
Cost structure improvement
Reduced cost by platform/powertrain sharing
Self-developed key components(e.g. transmission)
Reputation building
Kept on their quality mgmt.
Marketing strategy targeting high earners
Profit.
Local Brands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
Build mLocal Brands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
ore luxurious image +Targeting mass market
→Research & Develop More Products by Emphasizing Natural, Healthy Components
build ‘Looking glass self’ for the customer. ‘Looking-glass self’ means the process of imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.
4. Brand Extension Strategy
Brand extension or brand stretching is a marketing strategy in which a firm marketing a
brand in November 2002. SK Networks who was the largest shareholder at that time merged the Walkerhill in 2009 .
2. The History of S/W Seoul
1963. 4 Walkerhill opened
1978. 7 Changed the name into Sheraton Grande Walkerhill
1984. 5 Walkerhill art gallery opened
1991. 4 Sheraton Towers opened
1991. 8 Kimchi SUPEX professional research opened
1992. 2 Walkerhill duty free opened
1996. 8 The
BENIKEA’s background
What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKE
From midterm presentation, consumer's needs to luxury items is high quality, brand user image, image making, superiority, desire of ostentation, trend, brand loyalty, background.
The following is a few examples method of foreign fashion luxury brand to meet consumer's needs.
❶ high quality
Left side, 69E means that producer
Right side, L in the rectangle mean that year
positioning was ‘the best driving machine’. Although competitors changed their positioning strategy according to the car market situation, BMW kept sending that message to the customers. Finally, BMW’s consistent strategy made BMW as the luxury global motor company. In 2010, BMW was placed at third place in the Interbrand research about the brand values ranking (refer to Appendix1).
luxurious things. Thus, if Alessi attracts people’ attention, it will be good opportunity to get customers and let people know Alessi as premium brand.
However, it is so expensive to locate on the good point. Thus, Alessi will lose much money for opening flagship store. They need to find economic ways to keep flagship.
In addition, they sell their products by using multi shop located in depar
Brand Identity
Most dramatic vision of women’s fashion
Ultra-stylish yet timeless suits and evening dress
The ultimate expression of luxury for the gentlemanMix of vintage Ivy League prep, heritage equestrian
The original symbol of the modern preppy lifestyle
Preppy heritage, accessible price
An affordable wardrobe for every occasion
A symbol of fight against cancer
Vintage, the high
brand, The Face Shop can get some competitive advantages by using the technique of LG. With these actions, The Face Shop can construct better relationship with its customers.
Another recommendation which we make to The Face Shop in order to maintain its competitiveness is to build a strong brand image. Currently, as result of survey and FGI which we made said, The Face Shop has failed to deliver