brandimages and positions to differentiate them from other brands. BMW positions itself as “real drivers car” with powerful performance. It can be associated with masculine, aggressive and dominant customers who are well educated and early achievers. Audi also positions itself as a drivers car and targets progressive, stylish sporty and urban customers.
4. 4Ps
4.1. BMW
1) Price
brand preference. Nowadays, decades after the reform program was first implemented, Mainland consumers, with increasing product knowledge and surging purchasing power, are more sophisticated and value-oriented. Instead of looking solely for low prices, they place strong emphasis on product quality, functions and branding. Branded products, having an up- market image in terms of style, product qua
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 again today”
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
transition of the company’s leadership from Chung Ju-Yong to his son, Chung Mong-Koo, the development of the company in terms of brand-image, product design and quality, sales, value and its market share has been on the upswing with some consistency. Hyundai Motor Company is now the leading automobile producer in South and is accountable for almost 10% of the global automobile market share.
I. Why Pizza-Hut?
Pizza Hut is a subordinate company of YUM Brands, Inc. Pizza Hut Korea opened their first restaurant in Itaewon in 1985. It had been using the catch phrase, “함께 즐겨요, 피자헛” which reminds people of joyful time with close people having Pizza Hut Pizza. It also has various records that prove high satisfaction of the customers or their strong brand power. In fact,
they were delivered clean
in the natural situations
Which is uncomportable
Consumer can do nomally
With white
th
the image that clean and fresh morning
appeal that urban and
sophisticated
delicate and sensitive
the format is speech
About using experience
For everyday like freely and
fresh
Reach every woman with our product
Impossible, but still a goal
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
Strategy Analysis (4P)
1) Price
Bean Pole is now a leading company despite the stagnation in the fashion industry in the late 80s adopting brandimage value. Bean Pole’s marketers suggest leading brands should fulfill the two mandatory factors which are authority and social satisfaction. With these two factors, consumers are to think “I am different from others” or “I am high class a
images for old people.
(new)
→ import-intenders
→ High-end customers.
→ Luxury loving people.
Saturn has always been the one brand in the GM lineup suitable for attracting import-intenders. Saturn gave over the initial image as "a smart innovation small-car company(technical innovation)" and released new modes to appeal to customer by "design innovation". Setting up luxury designs,
imagine taking out coffee to outside of coffee shop. Therefore, it could have brought a big risk if they had introduced take-out shop directly. To minimize cultural shock they made two or three times bigger hall in which more tables and chairs are placed than in U.S. It aimed to make people sit on a chair without feeling unfamiliar and talk each other just like in former coffee shop. Also, at fir