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PROSPECS “W”. Top of mind. 81070 CHOI JAE WON 100205 MOON JUNG WEON 101176 SEO MIN JEONG 105664 KIM YEONG SHIN. PROSPECS “W”. PROSPECS. Top of mind “W’. The Topic PROSPECS W Schema & Taxonomic Categories PROSPECS Strategy 1 PROSPECS Strategy 2 Conclusion. Brand history. - PowerPoint PPT Presentation
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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
• 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
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
LIMTEDEDI-TION
Suggestion More colors & Editions
Sugges-tion
Add color ways and editions of the shoes 2