마케팅 현대자동차 IMC전략(영문)

마케팅 현대자동차 IMC전략(영문)

[마케팅] 현대자동차 IMC전략(영문).hwp

목차 Ⅰ. Situation Analysis 1. Analysis of Environment 2. Analysis of Competitors 3. Analysis of Consumers 4. Analysis of Hyundai Motors Ⅱ. SWOT Ⅲ . Segmentation, Targeting and Positioning 1. Segmentation & Targeting 2. Positioning Ⅵ. Segmentation, Targeting and Positioning 1. Concept 2. IMC Strategies 3. Core Strategies 4. Media Scheduling Ⅳ. Conclusion 본문 Ⅰ. Situation Analysis 1. Analysis of Environment (1) Hot keyword to differentiate from others : Premium 'Premium restaurants, premium party, premium outlet, premium cosmetics ' We can see the word premium in every field nowadays. The main reason why they use it is because there s no big difference among lots of products in market. It means that they should make a difference from their competitors, so giving the premium image to the brand is important and necessary. Then, what dose premium mean? Is it something luxury? Is it something that looks expensive? Before getting started, we need to know what it means. The word premium means that a certain product or service offers a special value rather than normal benefit and costs a lot. If consumers feel like they get something more than what they pay, the difference between what they feel and how much they pay is premium. It is consumers s surplus that they feel from their purchase. (2) PREMIUM in the automobile market The trend of premium is applied to the market of automobile. In automobile field, the premium that consumers feel is high-valued, first-class . The automobile marketers try to make a premium image in consumers mind because of incredible improvement of quality and the standard of consumers satisfaction. The following table shows how much the cars which have premium image - such as BMW, Benz, Lexus and Audi - has been increasing in Korea. 키워드 현대자동차, 자동차, IMC전략, 현대, 마케팅