brandimage.
We segmented customers into three groups of kids, parents and kidults, and we believe Oxford should target the last one to increase its brandimage and sales. New products should focus on larger and more mature-themed products to focus sales on this segment.
Also, While Oxford Toy has great price, and need to have its position as good quality with affordable price, its products
, 쁘띠첼 요거빅)
모(母) 브랜드(parentbrand)와 기업에 긍정적인 피드백 제공
브랜드 의미의 명료화(풀무원, ESSE)
모 브랜드 이미지의 강화(나이키, 앙드레김)
신규 고객의 창출과 시장 커버리지 증대(브랜드 재활성화)
연속적 브랜드 확장의 기초 마련(하우젠 김치냉장고에서 세탁기, 에어컨 등)
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
brands and diverse product lineup, with about 30 brands
Net sales 69.3 billion won, Operation profit 14.8 billion won in the first-quarter
Overseas expansion, in more than 10 countries, from France, China, Singapore to the U.S.
Parents are paying More Attention to their child
Expect the baby cosmetics market to enjoy Rapid Growth
Customers show a High
parents skeptical about the safety and effectiveness of existing products. Parents are worried about what they use on their children. They are extremely concerned about their children’s health, but lack professional knowledge on the safety issues of existing baby products. They want safe, transparent, trust-worthy products, which is what we will deliver to them. We will be the first domestic co
-기존의 높은 가치를 가지공 있는 브랜드를 이용하여 새로운 제품을 추가하거나,
제품을 개선하는 전략
상표전략의 평가 및 제언
ABC’s 상표확장전략 (re-)positioning (dis/parity with parentbrand)
:브랜드 자산을 활용한 대표적인 마케팅 전략의 한 방법
기존의 브랜드에 대해 소비자가 가지고 있는 브
brandimage:
sports drink << health vitamin replenishment
produce creative that has a better focus on the target audience.
Not clearing the targets in the marketing program so more various consumers are attracted by the brand.
As a profitable target the brand wants to appeal to young professional women for alternatives to sodas and juices.
3. How do you think about the price of
(3) Expected Problems
We expect some problems of Levi’s marketing strategy. First, we think that the brand positioning of Levi’s is unclear. We heard that Levi’s take cost leadership in the US, while in comparison their price is accepted as expensive in Korea. It is our guess that Levi’s price may not be suitable with their image. Some people thing that Levi’s image is somewhat old. Th
1) Rivalry among Competing Sellers: Fierce to Strong
(1) Big Three U.S. Companies
Automobile companies are facing vigorous battle in North America, and some companies have to deal with their net loss and huge amount of debt. General Motors Co., Ford Motor Co., and Chrysler Group LLC, so called ‘Big Three’ in automotive industry got through major crisis in 2008, and GM ended up filing
Brands' recognition
- The reason of this recognition investigate
We conducted the survey because we wanted to know which brand that belongs to somang is the most famous one. And whether it affected the brandimage or the popularity of somang. And we had to know what marketing strategy of somang was well accepted.
- The way of investigating