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G-EXTREME (CASIO)-SummaryWe put ourselves in G-Shock (watch maker) and created a luxury brand line that is called G-EXTREME. This brand is roduce our product. G-EXTREME is the luxurious sport watch, and it is not only for the people who enjoy general sports but also for the people who enjoy extreme sports. We added a lot of functions that is more practical and more elegant on the existing functions of G-Shock. The functions we added are the luxurious design, health control device, durable and flexible materials, water proof, depth meter, checking heart rate, atmospheric pressure measurement, digital thermometer, and GPS. In addition, we set a price of G-EXTREME about 600 to 700 dollars so we made our products more expensive and luxurious than the existing G-Shock products (100 to 200 dollars).

목차

-Summary

-Current Situation and Trends

-Performance Review

-Key Issues

-Objectives

-Marketing Strategy

-Action Plans

본문내용

-Marketing Strategy

Our brand image is energetic, sportive and especially, luxurious. So our product won’t go to be thoughtlessly distributed and advertised. They are some competitors in the market but we consider our main competitor is Sunto. This company’s products are expensive and very specialized for the extreme sports, but their brand image is not that specific to the customers. So we will do flanking attack to their weak brand image so that we could take their target market.


-Action Plans

<Distribution plans>
As our product is going to be a luxurious, G-EXTREME will be sold in the department stores and some huge G-EXTREME stores at the hot shopping spots like Myungdong or Gangnam in Korea. But we won’t distribute our product through the Internet.

<Promotion plans>
Firstly, we will sponsor some celebrated sports stars. Secondly we will design some products as Limited Addition. Those product lines would be somewhat expensive but they are specialized in their exterior design and durability. It is considered that wealthy customers would be interested in that limited collection. Thirdly, advertising through the magazines related extreme sports or fashion, for example, Rock&Ice, LUXURY etc. Lastly and most importantly, we will make an Internet community about G-EXTREME and then activate it Though this plan we can get many loyal customers to our product.

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