목차
Ⅰ. Situation Analysis
1. Analysis of Environment
2.
Analysis of Competitors
3. Analysis of Consumers
4. Analysis of Hyundai
Motors
Ⅱ. SWOT
Ⅲ . Segmentation, Targeting and Positioning
1.
Segmentation & Targeting
2. Positioning
Ⅵ. Segmentation, Targeting
and Positioning
1. Concept
2. IMC Strategies
3. Core Strategies
4.
Media Scheduling
Ⅳ. Conclusion
본문
Ⅰ. Situation
Analysis
1. Analysis of Environment
(1) Hot keyword to
differentiate from others : Premium
‘Premium restaurants, premium party,
premium outlet, premium cosmetics’
We can see the word premium in every field
nowadays. The main reason why they use it is because theres no big difference
among lots of products in market. It means that they should make a difference
from their competitors, so giving the premium image to the brand is important
and necessary. Then, what dose premium mean? Is it something luxury? Is it
something that looks expensive? Before getting started, we need to know what it
means.
The word premium means that a certain product or service offers a
special value rather than normal benefit and costs a lot. If consumers feel like
they get something morethan what they pay, the difference between what they feel
and how much they pay is premium. It is consumerss surplus that they feel from
their purchase.
(2) PREMIUM in the automobile market
The trend of
premium is applied to the market of automobile. In automobile field, the premium
that consumers feel is high-valued, first-class. The automobile marketers try to
make a premium image in consumers mind because of incredible improvement of
quality and the standard of consumers satisfaction. The following table shows
how much the cars which have premium image - such as BMW, Benz, Lexus and Audi -
has been increasing in Korea.
본문내용
mium
‘Premium
restaurants, premium party, premium outlet, premium cosmetics’
We can see the
word premium in every field nowadays. The main reason why they use it is because
theres no big difference among lots of products in market. It means that they
should make a difference from their competitors, so giving the premium image to
the brand is important and necessary. Then, what dose premium
mea |
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