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해당 자료는 4페이지 까지만 미리보기를 제공합니다.
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목차
Ⅰ. Introduction
a. Understanding of costume jewelry industry
b. Company history ‘CLUE’
c. Report objectives
d. Description of products
Ⅱ. Analysis and assessment of CLUE’s present business
a. 5C analysis (Circumstance, Competition, Company, Customer, Channel)
b. SWOT analysis
c. Current Problems
Ⅲ. New Marketing Strategy
a. Segmentation, Targeting, and Positioning
b. Brand Promise
c. Marketing Mix (4P)
- CLUE
- Pink Label
- Black Label
Ⅳ. Conclusion
a. Understanding of costume jewelry industry
b. Company history ‘CLUE’
c. Report objectives
d. Description of products
Ⅱ. Analysis and assessment of CLUE’s present business
a. 5C analysis (Circumstance, Competition, Company, Customer, Channel)
b. SWOT analysis
c. Current Problems
Ⅲ. New Marketing Strategy
a. Segmentation, Targeting, and Positioning
b. Brand Promise
c. Marketing Mix (4P)
- CLUE
- Pink Label
- Black Label
Ⅳ. Conclusion
본문내용
Ⅰ. Introduction
Ⅰ-a. Understanding of costume jewelry
Costume jewelry is focused only on fashion. Therefore, cheap and practical materials, for instance silver and alloy, are used. This kind of jewelry is also called fashion jewelry.
The one who settled the concept of costume jewelry was Coco Channel. In 1924, Channel, inspired by Byzantine, made jewelry with paste and false pearl. As women did more social activities, they got interested in fashion. However, continuous war made them difficult to keep fine jewelry, so interest aroused in costume jewelry. The market of costume jewelry started in earnest in the 1940s. But in Korean market costume jewelry industry is unfamiliar to public, so it considered as niche market. Growth of world costume jewelry market will bring expansion of Korean market.
Ⅰ-b. CLUE history
E-land launched CLUE, aiming the niche market in the jewelry industry. Their basic concept is European modern style and they suggest coordination through an imaginary character Michelle, who is a stylist at Paris, France. CLUE started business in April, 2005, simultaneously opening the first shop in Myoungdong. In August, CLUE opened the on-line shop. And now, May 2006, CLUE has 57 shops throughout the country.
Ⅰ-c. Report Objectives
We will analyze CLUE’s present business, marketing strategy and find problems. We’re going to recommend new marketing strategies including promotion ideas. It is to enhance competency by doing successful marketing.
Ⅰ-d. Description of CLUE’s products
(1) Silver Collection
There are products that are marked silver 92.5 which means silver of fineness 92.5%. Silver gives an image of modern and is the material that the young prefer to gold. It has appealed to the teenagers as a new fashion item. Silver is cheaper than gold. Also, its simple and refined designs which make it easy to match with dressing.
(2) Colorful Collection
In the shop, one corner is displayed with colorful products. Because of this colorfulness it’s easy to coordinate with the clothing. There are 2 or 3 products that have the same design but in different colors.
Ⅰ-a. Understanding of costume jewelry
Costume jewelry is focused only on fashion. Therefore, cheap and practical materials, for instance silver and alloy, are used. This kind of jewelry is also called fashion jewelry.
The one who settled the concept of costume jewelry was Coco Channel. In 1924, Channel, inspired by Byzantine, made jewelry with paste and false pearl. As women did more social activities, they got interested in fashion. However, continuous war made them difficult to keep fine jewelry, so interest aroused in costume jewelry. The market of costume jewelry started in earnest in the 1940s. But in Korean market costume jewelry industry is unfamiliar to public, so it considered as niche market. Growth of world costume jewelry market will bring expansion of Korean market.
Ⅰ-b. CLUE history
E-land launched CLUE, aiming the niche market in the jewelry industry. Their basic concept is European modern style and they suggest coordination through an imaginary character Michelle, who is a stylist at Paris, France. CLUE started business in April, 2005, simultaneously opening the first shop in Myoungdong. In August, CLUE opened the on-line shop. And now, May 2006, CLUE has 57 shops throughout the country.
Ⅰ-c. Report Objectives
We will analyze CLUE’s present business, marketing strategy and find problems. We’re going to recommend new marketing strategies including promotion ideas. It is to enhance competency by doing successful marketing.
Ⅰ-d. Description of CLUE’s products
(1) Silver Collection
There are products that are marked silver 92.5 which means silver of fineness 92.5%. Silver gives an image of modern and is the material that the young prefer to gold. It has appealed to the teenagers as a new fashion item. Silver is cheaper than gold. Also, its simple and refined designs which make it easy to match with dressing.
(2) Colorful Collection
In the shop, one corner is displayed with colorful products. Because of this colorfulness it’s easy to coordinate with the clothing. There are 2 or 3 products that have the same design but in different colors.
추천자료
- 가격3,000원
- 페이지수13페이지
- 등록일2010.04.19
- 저작시기2006.7
- 파일형식워드(doc)
- 자료번호#600490
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