소비자행동과 광고 벨로스터 광고 분석 및 프로모션 전략 수립

소비자행동과 광고 벨로스터 광고 분석 및 프로모션 전략 수립 [소비자행동과 광고] 벨로스터 광고 분석 및 프로모션 전략 수립.docx 목차 1. Car segments 2. Introduce of Veloster 1) Introduce of Car performance 2) Introduce of design 3) Strong points and weak points 4) Compare with other cars 3. A Target market of Veloster 1) What is the Y–Generation? 2) Characteristics of main target consumer? 4. The advertisement of Veloster New Promotion Strategies of Veloster 1. More information about Performance 2. Sensory Marketing. 3. Using Need for Uniqueness 4. Brand Extension Strategy 5. 4D Marketing 6. Application promotion 7. About the after Market 본문 3. Using Need for Uniqueness As stated above, Veloster has very special design, and it belongs to whole new car-segment, PUV. As a marketer, we need to use this aspect in order to get target market’s interest toward the product. We can have them feel uniqueness by getting this car since the car has whole new concept. Using slogan like “If you buy a Veloster, you’ll be a fashionable and stylish person!” or “If you get it, you get unique.” Also, we can build ‘Looking glass self’ for the customer. ‘Looking-glass self’ means the process of imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement. 4. Brand Extension Strategy Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Value For Money (VFM) means consumers want to be satisfied mentally spending less money. As a marketer, we can use this aspect. AUDI makes key holder. Porsche launched PDDS(Porsche Designe driver’s Selection). Ferrari makes caps and clothes. These luxury car brands extended their brand to new products, which have nothing to do with its original product, cars. By using brand extension strategy, consumers can approach those brands while not buying cars. However, they feel satisfaction with those kinds of products, also spending less money (relatively). We thought HYUNDAI could make extended brand. For example, Veloster watch, Veloster trouser or T-shirts. Launching this kind of products could broaden the approach channel so that consumers can easily be exposed to Veloster brand itself. Furthermore, consumers could spend less money, while having Veloster products could satisfy them. 본문내용 as a sports car or hatch-back or coupe by looking the way they take design. They could be mixed together with eachs advantage. It is released under the Premium Unique Vehicle(PUV) that is the new segment ever made before. That was used be called as Crossover Utility Vehicle(CUV) by other competitor but the PUV is invented to the different way comparing to traditional way by HYUNDAI. Segment Deta