마케팅 Vivien(비비안)의 마케팅전략

마케팅 Vivien(비비안)의 마케팅전략

[마케팅] Vivien(비비안)의 마케팅전략.pptx

목차 v Vivien? v Marketing Problem & Goal v Environmental Analysis v STP Model v SWOT Analysis v Marketing Mix v Q & A 본문 v Differentiation -Unique fashion icon -Promotions v Joint strategy -H&M + Jimmy Choo -AnyCall + Armani v Macro – environment Demographic Only child families Economic Rising GDP Index Cultural More tolerance to ‘sexual contents’ v Vivien targets people in their 20’s that prefer elegant, fashionable undergarments. v Therefore, the brand produces undergarments with attractive design and function. Must take into account v Place where it is sold v Premium or Normal 본문내용 STP Model v SWOT Analysis v Marketing Mix v Q & A Vivien v Introduced in 1954 as Namyeung Vivien v Underwear for women v Current ranking in women’s underwear market : 1.Venus 2.VIVIEN 3.Wacoal Marketing Problem v Brand Imageway too conservative v Futile attemptsBlue Vivi, Rosi v product distribution v competitors Marketing Goal v Differentiation -Unique fashion icon -Promotions v Joint s