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Top of mind
81070 CHOI JAE WON
100205 MOON JUNG
WEON
101176 SEO MIN JEONG
105664 KIM YEONG SHIN
PROSPECS “W”
• The Topic
• PROSPECS W
• Schema & Taxonomic Categories
• PROSPECS Strategy 1
• PROSPECS Strategy 2
• Conclusion
Top of mind “W’
PROSPECS
PROSPECS “W”
Checkered His-tory
PROSPECS
Brand his-tory
The presen
t
1986 The Asian Games
sponsored
1988 Seoul Olympic
Games
sponsored
2003 M&A
2005 Downsizing
Etc…
2009 Launching
PROSPECS ‘W’
The prime of brand Experienced ordeal Resurrect
Walking Boom!
TOPIC PROSPECS “W”
• People's attention of health concern is increasing
• Focus is on health and well-being
• Walking has an effect on health
PROSPECS “W”
Walking Boom!
TOPIC
Walking boom affects walking shoes cate-gory
How can ‘W’ succeed by using catego-rization ?
SKECHERS BasicsReebok
Lecaf
• PROSPECS ‘W’ is the first in the walking shoes category
• Walking shoes is more comfortable and lighter than running
shoes
• After 2009, PROSPECS ‘W’ has maintained its number 1
spot
What is “W’ ??
PROSPECS
PROSPECS “W”
PROSPECS ‘W’
Logo Walk-ing
Shoes
Kim Hye-soo,
Daniel hen-ney
Kim Yuna,Kim
Suhyun
Ultra Light 190g
color-ful
Mental Model
SchemaSchema
Foot wear
shoes
high heeled shoes
jimmy choo
Man’s shoes
ferrag-amo
sandals Athletic shoes
Func-tional
NIKE
Professional
North-face
Sneakers
converse
Walking
PROSPECS ‘W’
Slippers Boots
Rain boots
Rockfish
Wool boots
UGG
leather boots
Top of mind “W’
PROSPECS
Taxonomic cate-gories
• Changed manufacturing to branding
• Strategy Goal : practical sneakers for functionality
and specialty
• Leader of trend - ‘sport walking sneaker’,
market creation
• Adjusted the consumer’s need to what the firm wants
R to W PROSPECS
Strategy 1
PROSPECS R to W
1
• manufacturing → R&D and Brand Market-
ing
• Developed new products depending on
propose of walking
• Upgraded existing ones
• 44 products → 89 products
Brand firm Chang-ing
Strategy 1
Changed manufacturing to branding
2
‘Blue ocean’ • Penetrated movement of
consumer’s need
- ‘slow life’ trend ;‘slow walk-ing’
→ subconscious need - lots of running and jogging
shoes in the market → Dissonance occurs
Blue oceanNew target-ing
Strategy 1
Blue ocean
3
- Nike, Adidas ;‘Professional athletes’ marketing
- Conflicts with their brand identity
Strategy 1 Blue oceanNew target-ing
High barr ier-Blue ocean
3
Extensions of Blue ocean : creates consumer’s need“I want to walk without fatigue on my feet.” → “I want to walk in the shape of 11!”
Strategy 1 Blue oceanNew target-ing
The present logo
ComparisonBrand im-age
Strategy 2
The past logo
Non sophisticated design
Targeting a more adult cus-tomer base
Non defining logo to differenti-ate company’s unique brand
The brand im-age
The past
The brand image of Prospecs in the past
1
Strategy 2
Profes-sional sports
brand im-age
Life sports brand im-
age
The creation of new concept about “Working shoes”
(PROSPECS W)
The brand im-age
The present
The brand image of Prospecs in the present 2
Strategy 2
The design reflects the latest fashion
Using young celebrities like Kim Yuna, and Kim Suhyun
Targeting for a younger popula-tion
The brand image of Prospecs in the present 2
The brand im-age
The present
Strategy 2
• Walking shoes category
Blue Ocean->Red Ocean
• Just walking shoes category forever?
Problems PROSPECS ‘W’
PROBLEMS
• HOW?
①Changing logo
②Making an impressive trademark
Ie. Nike – Just Do It, Ace Bed – Bed is Science,
Pro-Spec - Just Walk it (jk ^_^)
③Differentiation
Solutions Must be a Top of mind
HOW?
Must be a Top of mind 1
Suggestion Collabora-tion
Sugges-tion
Improvement through collab-oration? 1
LIMTEDEDI-TION
Suggestion More colors & Editions
Sugges-tion
Add color ways and editions of the shoes 2
PROSPECS “W”
Q & A