Ⅰ. Introduction
■ The purpose of this report
The modern society can be told that it is a standardization society in aspects ofthe products' qualities and functions by reduction ofthe production cost andinnovation of technology from building mass-production up. Therefore, it is difficult to have the competitive power in goods' quality and price in this society. For these reasons, in
* what’s underclothes?
undergarment worn next tothe skinand under the outer garments
* underclothes’ originIn 4th century, as the movement towards northern part, the Germanic race invented underclothes to protect themselves from the severe coldness in winter.
* ‘red underclothes’
there is such kind of tradition that when sons and daughters receive their first salary, they
to build a strong brand, through theIMC Strategy
Pretty well integrated under its concept , but not appealing to customers
↓
1.The overall concept of 처음처럼 is outdated
2.It is not appealing to all target groups of 25 – 35 years old,
Current strategy only appeals to women and few men
3.Each promotion strategy is not attractive enough to raise attention
TV Ad
Comb
and make them get along with other clothes well. We will start providing our products through online shop to reduce maintenance fee for brick-and-mortar shop. However, to broaden the opportunity for customers that can actually experience our product, we will make contracts with guest houses and register for a couple of flea markets and use them as our off-line store. Lastly, for theIMC strateg
and early 20s
▪ Vivid colors of VANS
1. Take pictures of daily life with VANS shoes.
2. Make the pictures black and white except the part of shoes.
It should be simple and easy
to catch the point instantly.
Expected effect
▪ Making customers be aware of VANS’ Vivid color
▪ Remainin customers’ memories
▪ People think VANS shoes is every day-shoes
lines than basic lines and appealing target customers by forming sense of agreement
Marketing ROI
Expected reaction of customers: customers will perceive the brand as a backpack brand with diverse designs as well as a brand, which can be used to express their own individuality.
Expected returns: the growth of market share by 2% through theincrease in sales based on the image improvement
1.Meaning of Brand Name
Caffe + Beneve(Pleasant feeling)
= The caffe gives pleasant feeling
2.Brand’s Story
“I feel Europe with a cup of coffee in Caffe bene againtoday”
3.Differentiated Interior and Space Design
Pursuing a cozy ambience for
good place to stay
Differentiating from other urban coffee shops
through European vintage interior
4.Star marketing & PPL
Choosin
of preventing hair loss.
Dangimeori is the first brand that forms oriental medicine shampoo category in 1999 and makes overwhelming market-share percentage. Dangimeori was in sharp increase before the new brand Ryu’s launching. Dangimeori is small and medium-sized enterprises, but Ryu is major company’s brand. Even though Dangimeori created new products category, it loss a market share to
to ages
10s ~ 20s
late 20s ~ 30s
40s ~ 50s
They approach to
differently according ages
10s~20s : Using popular celebrity
Late 20s ~ 30s : develop product which have both casual image and neat
40s~50s : Emphasize jean’s young and active image Also develop the middle aged size and designs
Revival in Jean casual field
Now, they fall behind in sales of awareness
So t
Internal Environment
A. Review of marketing goals and objectives
The goal of Prospecs,while launching in US, is to expandthe brand Image and entrance tothe evoked set of Americans in 2 years. In order to accomplish our goal, we set up three objectives. First, we will establish the distribution channels in United States. In US shoes industry, it is quite different structure comparing to one in