Converse Brand 마케팅전략 분석(영문)

소개글

Converse Brand 마케팅전략 분석(영문)에 대한 보고서 자료입니다.

목차

기업소개
환경분석
마케팅전략
향후전략

본문내용

Zoning
Precise zoning that Converse is ‘the ideal shoes for jeans’ and ‘the most stylish-looking shoes.’ Targeting the young generation, and boosting the image of Converse shoes worn with jeans, Converse has risen as the symbol of freedom and youth. This made those in late 20’s to go for Converse to express their young look. Targeting students between 16 to 19, they put up a campaign that to make full use of the strong power of the teenagers to diffuse cultural items. For customers in their 20’s, Converse proposed street style with the culture based on freedom and characteristics.
Trend Leaders
With the popularity of mini skirts and skinny jeans, a number of Hollywood celebrities were taken paparazzi photos with their Converse shoes on and those photos were easily found on the internet. Converse actively used such paparazzi photos for their promotion. The brand also sponsored Korean top stars to expose Converse shoes to the media and runs product placement (PPL) – a good example is Kim Minhee, who is admired as the best trendsetter in Korea.

키워드

컨버스,   Converse,   컨버스 브랜드,   4C,   4P,   마케팅전략,   환경분석