마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

소개글

:Positioning MadeAbout STAPLES!The World’s Best Office Products Brand About STAPLES!$19.1 B$7.7 B$4.8 B$4.8 B$3.6 BSource: Internet Retailer (2008)About STAPLES!26CountriesAbout STAPLES!5ContinentsThe front view of Staples The inside view of Staples About STAPLES!The ChallengeThe Challenge

목차

없음

본문내용

1) Customer research
Staples VP for marketing(at that time), Goodman and her team conducted a research.
The research revealed that customers prefer `simple and direct shopping`, to `cheap shopping`.
So Goodman and her team changed Staples tagline “STAPLES : That was easy."

Innovation of marketing strategy

2) Full scale changing
But they did not promote changed tagline immediately.
First, they prepared their direct positioning suitable for their changed tagline.
After customers satisfied to this change, Staples started to advertise their changed tagline and slogan.

Innovation of marketing strategy

3) Birth of Easy Button
A part of promoting their changed slogan, they started to make a new advertisement.
They hired a new ad agency, McCann-Erikson Worldwide.
A Group of McCann copywriters and art directors did a strenuous efforts.
Finally, The Easy Button concept was born.

ROCK your LOCKER !
*Target

참고 자료

없음