Market information is an important resource of modern human society. Case analysis is an important means to obtain market information and carry ou
Market information is an important resource of modern human society. Case analysis is an important means to obtain market information and carry out modern management. Then the following is the relevant content I have compiled, hoping to help you.
Ke Yifei: Live a wonderful life.
Brand background: the traditional sports industry has turned to the field of fashion and leisure.
In March, Coffey International Holdings Limited was successfully listed on the main board of the Hong Kong Stock Exchange. Its business scope includes Coffey and Flack's brand sales, export OEM business sales, exclusive sales and inventory resale and repurchase. At present, Coffey Group operates a leisure clothing brand Fleck for first-and second-tier cities and a leisure sportswear brand Coffey for third-and fourth-tier cities.
Flack is defined as an American brand, and with the power of innovation and change, it is constantly moving towards higher and further brand goals.
Brand proposition: keep wonderful * * live wonderful * * *
Free lifestyle+pursuit of wonderful life attitude
FLYKE, an American leisure brand advocating freedom consciousness and challenging spirit, is rooted in the soil full of free culture in the United States. The multiculturalism of American history has given FLYKE a deeper brand connotation. Actively explore freedom and dreams, live a wonderful life, and gradually become the eternal soul of FLYKE. From the openness and freedom formed by the pioneering spirit in the west to the sunny and comfortable west coast style, FLYKE's "natural, simple and comfortable" clothing style has been created.
FLYKE has been boldly exploring the development of American fashion clothing culture with a liberal fashion attitude, constantly striving for innovation and profoundly interpreting the free and unrestrained American fashion spirit. FLYKE, which is rooted in the soil of advocating success and heroism, is doomed to have a fearless, aggressive and self-challenging spirit, and it is this spirit that keeps the FLYKE brand accurately positioned in American culture and deeply insight into cutting-edge fashion.
American fashion pursues a kind of physical and mental relaxation, without any deliberate and affectation, which is also the spiritual pursuit and dress demand of most people in the contemporary world. FLYKE has always focused on the aesthetics of dress, and tends to emphasize a spirit of leisure, simplicity, elegance and comfort, and strives to be casual and concise, striving to achieve the unity of style and the dream of being loyal to the brand. "Minimalism and modern urban sense" is the highest design criterion of FLYKE, and it is also a popular trend today. FLYKE's greatest wish is to describe the era of different cultures and lifestyles in the United States in a more avant-garde, fashionable and casual way, present a clean and perfect image in relaxed and casual language, and create a comfortable and pleasant dressing attitude.
FLYKE targets urban elites aged 25-35. According to FLYKE, young people living in cities will react to brand design because their lives and needs are very similar. They need freedom, self and comfortable life, as well as natural, simple and comfortable daily wear.
Brand image:
American style is original,
Simplicity will not "reduce" the excitement.
People who like FLYKE will definitely agree with the "free" American leisure culture advocated by FLYKE. Mature, confident and independent consumers often pay attention to the pursuit of quality life and have a self-understanding of the true meaning of life.
Just like anyone doing anything, when choosing clothes, they are always looking for the one that suits them best, considering the fit between the brand or clothes and themselves and when to wear them. Where do you wear it? And all this, FLYKE will be their best choice, because FLYKE can meet their dual requirements for fashion appearance and inner temperament.
FLYKE knows and understands the essence of American style. In FLYKE's view, the essence of American style has the characteristics of internationalization. Just like new york, it is not a typical American city, but a typical international city. The same is true of London, Paris or Milan. People living in these cities will respond to excellent design because their lives and needs are very similar. No matter where modern people live, they all have their universality and need the beauty and excitement in life!
Concluding remarks
The baptism of American clothing culture nourishes FLYKE's unique leisure style of "natural * * * * natural * * *, concise * * concise * * *, comfortable * * * *. This is not only the pursuit of modern young people, but also the essence of American leisure style. For this reason, the classic American leisure brand FLYKE, which is very representative and leads the leisure trend, interprets its dynamic deep blue brand LOGO as a free fashion spirit, emitting a young and casual American style.
Comments:
Clothing is the embodiment of a state of mind.
As a clothing brand, the premise of accurate positioning first depends on the understanding and interpretation of a fashion, which is related to the brand's own market vitality. There are many brands of men's wear, but each brand has its own "brand spirit". Being able to accurately grasp a state according to everyone's different States in life is actually grasping consumer insight. The collision between American culture and China culture lies in that people's living systems are different, and the released state is completely different. At the beginning of China's reform and opening-up 30 years ago, with the French fashion designer Pierre Cardin introducing this brand to China, the clothing culture led the spirit of China people, which made China people's meaning of "trademark" or "brand" seem to be more than just the small piece of cloth under the collar of clothes. The "free lifestyle+pursuit of wonderful life attitude" created by FLYKE brand coincides with the current situation in China. Among many clothing brands, it pursues the publicity of self-personality and the release of spirit. It is not difficult to see that the planning and construction of FLYKE brand is insightful in studying the market.
Erpuma: exclusive advertising day for Taiwan
Case background
In April, Puma launched a brand-new running shoes series, which is different from others, and used cutting-edge technology to create a series of running shoes that can follow the gait. Creative functional running shoes with changeable feet.
This kind of pioneering work can be described as the progress across the ages in the history of running shoes. So how to tell the audience about PUMA's pioneering work and attract the audience to pay attention to new technologies and running shoes has become the primary task and problem of media promotion.
marketing goal
Objective: To publicize the innovative selling points of products and quickly enhance their popularity on the Internet.
KPI: exposure &; Number of clicks; Estimated PV: 2 442 651266; Estimated hits: 5 565 438+08 264
target audience
The main group of puma brand is young people who love sports.
I am curious about new things, able to accept all kinds of information, like to show myself, advocate freedom, be full of energy, love sports, and be full of dreams and hopes.
execution time
April18 ~ May 3 1
Creative expression
The advertisement in rich media with dynamic special effects covers all the contents browsed by all target users. Packaging the terminal resources of Taiwan, and creating a "exclusive day" communication mode in the form of advertising services throughout Taiwan.
All advertising materials combine products with gorgeous dynamic effects full of science and technology, and create "the crystallization of speed and technology" by overlapping the brands of PUMA+PPTV.
Communication strategy
Media channel insight:
According to the characteristics of Fanke audience and platform users, it is concluded that the users who are suitable for the target audience are 15~28 years old, who are active in PPTV web pages and many different terminals. Interested in all kinds of content, covering first, second and third tier cities, with strong purchasing power.
Brand opportunities:
The target group can accept new advertising forms well, and creativity is the most interesting and buzzing content for this group.
We need to make online advertisements like TV advertisements, and make advertising products with visual impact and direct impact on users' hearts through large-format rich media advertisements.
Execution process
PPTV *** Planning Department, Sales Department and Product Department worked together to plan a series of creative advertisements exclusively for Puma.
Continue to spread product selling points with a series of advertising ideas. Repeatedly attract users' attention through the "exclusive day" of the whole station. The first thing is the split advertisement on the first screen of the home page. This advertisement combines the characteristics of PUMA running shoes, and exposes the brand-new technology and slogan of running shoes by rolling the screen with running shoes. With strong visual shock, it successfully attracted the audience to focus on running shoes and new technology.
Secondly, the focus map of the home page is introduced to synthesize creative advertisements such as the dynamic running posture of PUMA running shoes.
Effect summary
1. brand
Evaluation tool: PV & amp; Click to evaluate whether the estimated value has been reached.
2. This promotion, mainly in eye-catching advertising space, opened up exclusive creative advertisements with strong visual impact, won as much as 3 billion exposures for the brand, nearly 7 million clicks, and the advertising completion rate reached 1.26%, exceeding the promotion task!
Comments:
Puma uses cutting-edge technology to create innovative functional running shoes, which can expand and contract with the gait of the foot. How to tell the audience about Puma's pioneering work is the primary task of media promotion.
PUMA MOBIUM's elite speed and scientific crystallization-the promotion scheme of exclusive day is original and makes full use of the rich media form of online advertising. The home page "Running shoes break the screen", a highly visual impact and infectious display form, fully shows the sense of science and technology of PUMA running shoes and successfully focuses the audience's attention on new technology running shoes.
Internet rich media has the characteristics of strong interaction, large amount of information and fascinating, which opens a door for advertising creativity. How to innovate in advertising, provide richer, multi-sensory contact opportunities and exquisite creative display is worthy of every advertiser's in-depth thinking.
In terms of media broadcasting channels, by including all the terminal resources of Taiwan and covering all the contents browsed by all the target users, the "exclusive day" communication mode in the form of advertising service in Taiwan has been created, which is worthy of recognition and vigorous promotion.
-Chengsai
Innovation is the endless power of mankind! As an indispensable tool in people's life, shoes play an indispensable role. As far as shoes are concerned, there are many categories and their functions are quite different. As one of the representatives of sports shoes, Puma shoulders the responsibility and mission of leading the development of the industry. In this case, Puma's latest scientific research crystals are shaped and disseminated in an intuitive form, and good established goals and expected results have been achieved. This is a good example.
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