Download - Kolon Final
2011 KOLON Summer InternshipGroup Project
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Analysing MarketRecentConsuming Life-Style&Trend
-
- , 1974 : , . 20-30 . , .
- Global + Local = Glocal
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Analysing MarketRecentConsuming Life-Style&Trend
-
- 1974 : , . 20-30 . , .
- - - - Smart consumer, Alpha consumer and Black consumer
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Analysing MarketNew Values RecentConsuming Life-Style&Trend New Markets
1974 : , . 20-30 . , .
New Shopping Channels
New Demographics
New Birth
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Analysing MarketRecentConsuming Life-Style&Trend
New Markets=
New Demographics= , ,
New Shopping Channels1974 : , . 20-30 . , .
=
New Values=
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Analysing MarketRecentConsuming Life-Style&Trend
New birth Retro ? REtrospecitive Marketing . . , .
1974 : , . 20-30 . , .
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Analysing MarketRecentConsuming OutdoorTrend
, 5 . .
1974 : , . 20-30 . , .
Fashion OUTDOOR WEAR .
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Analysing MarketRecentConsuming OutdoorTrend
Young Consumer 10-20 .
1974 : , . 20-30 . , .
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Analysing MarketRecentConsuming OutdoorTrend
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1974 : , . 20-30 . , .
IAMASCOUT250
200
Analysing MarketConsumerAnalysis BrandBPI
150
100 50
01974 : , . 20-30 . , .
K2
KS
BPI20
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Analysing MarketConsumerAnalysis TargetAnalysis
1974 : , . 20-30 . , .
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TNF, 5,000
Analysing MarketBrandAnalysis TotalSales
K/S, 4,200
1,800
K2, 3,100
2,400
1974 : , . 20-30 . , .
2 5, 2010
- 2000 10% , 3 - , , 5 - 10 30% - -
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50
Analysing MarketBrandAnalysis BrandPowerbyage
40
30
20
10
1974 : , . 20-30 . , .
0
10
20
30
40
50
60
KS
TNF
K2
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Analysing MarketKolonSportDesign Analysis
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2. Logotype Logo .= young Logo .
1974 : , . 20-30 . , .
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Analysing MarketKolonSportDesign Analysis
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1974 : , . 20-30 . , .
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Analysing MarketKolonSportDesign Analysis
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1974 : , . 20-30 . , .
Kolon Sport
The North Face
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10
Analysing MarketKolonSportAnalysis Targeting
20
30
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1974 : , . 20-30 . , .
= 40 , 20 . = . = 30 , 20 . . = 20 , SNS 20 , .
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Analysing MarketKolonSportAnalysis PositioningMap
1974 : , . 20-30 . , .
= , K2 = , / = , ,
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Analysing KolonSportBrandIdentity AboutKolonSport
1974 : , . 20-30 . , .
30 1973
GREEN
,
.
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Analysing KolonSportBrandIdentity AboutKolonSport
.Naturalism .
.1974 : , . 20-30 . , .
30 50 .
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Analysing KolonSportBrandMarketing Strategy
Kolon Sport Marketing= ; Lifestyle = 20% vs Lifestyle 80% = ; Your best way to nature
1974 : , . 20-30 . , .
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Extreme Line
Analysing KolonSportBrandMarketing Strategy
= , High Techlogy &
Concept = Art Gear Target = Age 27 yrs ~ 40 yrs
1974 : , . 20-30 . , .
=
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Analysing KolonSportBrandMarketing Strategy
, 2008 .
- - High Tech -
1974 : , . 20-30 . , .
- &
-
History (2010~2013) - -
- 2012~
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Analysing KolonSportBrandMarketing Example
= - : - , , , , , - 4 : , , , = - 20 , - , , ,
1974 : , . 20-30 . , .
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ECO LEADERSHIP CAMP
Analysing KolonSportBrandMarketing Example
= - . - , - = Outward Bound - - . - .
1974 : , . 20-30 . , .
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Trekking & Travel Line=
Analysing KolonSportBrandMarketing Strategy
Concept = Trekking : Comport = Travel : BOBOS Technology Mix
Target = Trekking : , Age 38yrs~48yrs = Travel : BOBOS, , Age 28yrs-39yrs
1974 : , . 20-30 . , .
=
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Life style = 2030
Analysing KolonSport
, /
- Presentation/ - - PPL
BrandMarketing Strategy
- , - TVC++ -
1974 : , . 20-30 . , .
Young Marketing
- - CITY
LifeStyle
- 1425 K/S
SNS - KS +SNS - WEB APP - COLORZIP Code -
- VMD - - , -
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12
Analysing KolonSportBrandMarketing Example
= - ( -, 1000) - 10 - / = 12 ( ) - 1 2 - - , ,
1974 : , . 20-30 . , .
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App : OUTDOOR LOG
Analysing KolonSportBrandMarketing Example
= - GPS , - , - SNS = -
1974 : , . 20-30 . , .
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Culture Station
Analysing KolonSportBrandMarketing Example
= Flagship Store - , - = - , - , , -
1974 : , . 20-30 . , .
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Life style
Analysing KolonSportBrandMarketing Strategy
= 10 30 .
2009 20 20 30 30 40 50 60 1,238 15,715 51,641 68,594 103,194 166,401 73,280 411,469 0.0% 4.0% 13.0% 17.0% 25.0% 40.0% 18.0% 100.0% 6,813 33,980 76,796 117,589 145,381 190,416 72,389 525,775
2010 1.3% 6.5% 14.6% 22.4% 27.7% 36.2% 13.8% 100.0%
2011 (5 ) 5,096 38,965 78,593 122,654 125,062 166,309 66,915 480,940 1.1 8.1 16.3 25.5 26.0 34.6 13.9 100
1974 : , . 20-30 . , .
= Trekking & Travel 28 , 20 .
, 20 , 20
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Life1.style 2. =
Strength
Weakness 1. 2. 3.
Analysing Analysing KolonSport MarketKolonSportAnalysis BrandMarketing Strategy SWOT
3. ,
= 10 30 .
2009 20 20 30 30 40 50 60 1,238 Opportunity 15,715 0.0% 4.0% 6,813 33,980 76,796 117,589 145,381 190,416 72,389 525,775
2010 Threat 1.3% 6.5%
2011 (5 ) 5,096 38,965 1.1 8.1 16.3 25.5 26.0 34.6 13.9 100
51,641 1. (12,13.0% ) 68,594 2. 17.0% 3. 103,194 25.0% = , 166,401 40.0% = / 73,280 18.0% 4. 411,469 100.0%
1. , 78,593 14.6% 2. (TNF young line) 22.4% 122,654 = 27.7% 125,062 3. = 36.2% 166,309 4. = , 66,915 13.8% 100.0% 480,940
1974 : , . 20-30 . , .
= Trekking & Travel 28 , = , . 20 . 10-20 . = , . = , . = , .
20 , 20
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Marketing Process
Analysing KolonSportBrandMarketing Conclusion
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=BI? RETRO,
1974 : , . 20-30 . , .
Perception
Perception
Perception
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2010-2011
Marketing PlanMarketingTrend Research
700 (2011.8)
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2010-2011
Marketing PlanMarketingTrend Research
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2010-2011
Marketing PlanMarketingTrend Research
/
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1. Kolon Sport 70-80 , History Gallery
Marketing PlanMarketingTrend Productline
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2. Street Fashion
Marketing PlanMarketingTrend Productline
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3. 2012 S/S Outdoor Trend (Samsungdesign.net) Cosmopolitanism Primal Ethnic Eco Nomad
Marketing PlanMarketingTrend Productline
Emotional Re-discovery
City Craft
The Pioneer Spirit
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Marketing PlanMarketingTrend Productline
RETRO Product20 , 20
1. 20 - VISVIM, White Mountaineering 70-80
- / , , , (20) = , - = , .
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RETRO Product
Marketing PlanMarketingTrend Productline
20 , 20
2. - Indian, Africa, Fair-Isle, Nordic - shiny =
3. The North Face, Columbia Sports Young Line
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Store
Marketing PlanMarketingTrend Productline
- The North Face Korea Young Store =
- Purple Label (nanamica, BEAMS) =
- Kolon Sport RETRO Line =
Marketing PlanMarketingIdea Background
Retro
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Marketing PlanMarketingIdea Title : 6~12 : 200 (20 * 10)
: / / 1 / : (000) / : Activity/ Activity 1 SNS . ( / )
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Marketing PlanMarketingIdea Background
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Badge system
Marketing PlanMarketingIdea BadgeSystem
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Workshop
Marketing PlanMarketingIdea Program
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I - Pad
Marketing PlanMarketingIdea Program
- / - I AM A SCOUT Application
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KolonScoutKolonScout
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I - Pad
Marketing Plan
MarketingIdea Program
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Marketing PlanMarketingIdea ADPlan
- 2 ~ 4
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Marketing PlanMarketingIdea ADPlan
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Marketing PlanMarketingIdea ADPlan
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Marketing PlanMarketingIdea ADPlan
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U_way
Marketing PlanMarketingIdea ADPlan
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Marketing PlanMarketingIdea Programs
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1. () _
Marketing PlanMarketingIdea CompulsoryPrograms
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Marketing PlanMarketingIdea CompulsoryPrograms
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- Talk
Marketing PlanMarketingIdea CompulsoryPrograms
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Marketing PlanMarketingIdea CompulsoryPrograms
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3. () _
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4. ( or ) _
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Marketing PlanMarketingIdea OptionalPrograms
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Marketing PlanMarketingIdea OptionalPrograms
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Marketing PlanMarketingIdea Conclusion
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Marketing PlanMarketingIdea Conclusion
KOLONSPORT ,
RETRO