Differentiation, 경쟁사와의 Positioning 차별화
NOKIA
대량생산을 통한 원가 절감
저렴한 가격, 모두가 가질 수 있는 평범한 휴대폰
다른 휴대폰과 가격대비 성능비로경쟁
PRADA폰
기존에 휴대폰이 가지고 있던 이미지 “모든 사람이 가지고 있는 평범한 제품”의 이미지가 아닌 누구나 가
1) Product Profile
2) 소비자 편익
3) Product Concept
4) 포장용량및 용기 디자인
(2)Price
1) 가격전략
2) 가격에 대한 소비자 태도
(3) Place
1) 주요 구매장소
2) 구매행동의 특성
3) 유통전략
(4)Promotion
1) 이벤트
2) 광고컨셉전개
4. SWOT
5. Positioning Map
6. 문제점 및 기회
positioning effect to be in that image. This positioning condition is related to convenience factor, the goal which the airline should prioritize such as route, schedule, scale, alliance with other airlines, total service quality and so on. Also, in the current Korean Airline advertisement, they focus on this subject ‘Travel guide’ for young people.
4. Communication concept
Communication
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be