[소비자행동론] 신성통상의 마케팅전략(영문)

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레포트 > 경제경영계열
2009.08.24
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[소비자행동론] 신성통상의 마케팅전략(영문)에 대한 자료입니다.

1. Introduction

2. Market Segmentation.

1) Classification according to age group
2) Classification according to family life cycle and purchasing power.
3) Classification according to purchasing behavior of suits.
4) The primary target market.

3. Consumer Decision-Making

1) Problem Recognition
2) Information search
3) Options assessment
4) Purchase decision
5) Post-purchase evaluation & Feedback

4. 4P Mix

1) Targeting
2) Product decisions
3) Pricing decisions
4) Distribution decisions
5) Promotion decisions

본문내용

1. Introduction

Shin-Sung Tong-Sang co. ltd. which exports knit-apparel was founded in 1968. It drove multiple fashion businesses such as licensing to produce ‘UNIONBAY’ which S.P.I’s easy-casual brand in 1990, launching ‘OLZEN’ which is high-class traditional brand in 1994, and launching ‘Zio Zia’ in August, 1995.
‘Zio Zia’ was launched as unisex-total-city-casual brand and it well-matched its brand name that means Zio(men of marked individuality) And Zia(women of marked individuality) in Italic. However, women’s apparel of Zio Zia was stopped in F/W 1998 because it had recorded a poor record. Then, Shin-Sung Tong-Sang has concentrated on men’s apparel of Zio Zia. As a result of competitiveness of price, product and strengthening characteristics, Zio Zia has been grown up a valuable brand in men’s character-formal-suits market. Moreover, it launched ‘AndZ homme’ as a kind of brand-extension strategies, and it opened a multi-shop ‘The Z’ that is consist of ‘Zio Zia, ‘AndZ homme’, ‘AndZ jean’, ‘BOTTLE jean’, ‘AndZ by JUNG YOON KI’, ‘AndZ JINA’, ‘David Mayer’, etc. for meeting consumer’s needs.

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