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Top of mind

PROSPECS “W”. Top of mind. 81070 CHOI JAE WON 100205 MOON JUNG WEON 101176 SEO MIN JEONG 105664 KIM YEONG SHIN. PROSPECS “W”. PROSPECS. Top of mind “W’. The Topic PROSPECS W Schema & Taxonomic Categories PROSPECS Strategy 1 PROSPECS Strategy 2 Conclusion. Brand history.

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Top of mind

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  1. PROSPECS “W” Top of mind 81070 CHOI JAE WON100205 MOON JUNG WEON 101176 SEO MIN JEONG105664 KIM YEONG SHIN

  2. PROSPECS “W” PROSPECS Top of mind “W’ • The Topic • PROSPECS W • Schema & Taxonomic Categories • PROSPECS Strategy 1 • PROSPECS Strategy 2 • Conclusion

  3. Brand history PROSPECS Checkered History Theprimeof brand Experienced ordeal Resurrect The present 1986 The Asian Games sponsored 1988 Seoul Olympic Games sponsored Launching PROSPECS ‘W’ 2003 M&A 2005 Downsizing Etc…

  4. PROSPECS “W” TOPIC Walking Boom!

  5. PROSPECS “W” TOPIC Walking Boom! • People's attention of health concernis increasing • Focus is on health and well-being • Walking has an effect on health

  6. Walking boom affects walking shoes category Lecaf Reebok Basics SKECHERS How can ‘W’ succeed by using categorization ?

  7. PROSPECS “W” PROSPECS What is “W’ ?? • PROSPECS ‘W’ is the first in the walking shoes category • Walking shoes is more comfortable and lighter than running shoes • After 2009, PROSPECS ‘W’ has maintained its number 1 spot

  8. Schema Schema Mental Model

  9. Taxonomic categories PROSPECS Top of mind “W’

  10. Strategy 1 PROSPECS R to W 1 PROSPECS R to W • Changed manufacturing to branding • Strategy Goal : practical sneakers for functionality and specialty • Leader of trend - ‘sport walking sneaker’, market creation • Adjusted the consumer’s need to what the firm wants

  11. Strategy 1 Changing Brand firm 2 Changed manufacturing to branding • manufacturing → R&D and Brand Marketing • Developed new products depending on propose of walking • Upgraded existing ones • 44 products → 89 products

  12. Strategy 1 New targeting Blue ocean 3 Blue ocean ‘Blue ocean’ • Penetrated movement of consumer’s need -  ‘slow life’ trend ;‘slow walking’ → subconscious need • lots of running and jogging shoes in the market → Dissonance occurs

  13. Strategy 1 New targeting Blue ocean 3 High barrier-Blue ocean - Nike, Adidas ;‘Professional athletes’ marketing - Conflicts with their brand identity

  14. Strategy 1 New targeting Blue ocean Extensions of Blue ocean : creates consumer’s need “I want to walk without fatigue on my feet.” → “I want to walk in the shape of 11!”

  15. Strategy 2 Brand image Comparison The past logo The present logo

  16. Strategy 2 The past The brand image 1 The brand image of Prospecs in the past

  17. Strategy 2 The present The brand image 2 The brand image of Prospecs in the present Life sports brand image Professional sports brand image The creation of new concept about “Working shoes” (PROSPECS W)

  18. Strategy 2 The present The brand image 2 The brand image of Prospecs in the present Targeting for a younger population

  19. Problems PROBLEMS PROSPECS ‘W’ • Walking shoes category Blue Ocean->Red Ocean • Just walking shoes category forever?

  20. Solutions HOW? Must be a Top of mind 1 Must be a Top of mind • HOW? ①Changing logo ②Making an impressive trademark Ie. Nike – Just Do It, Ace Bed – Bed is Science, Pro-Spec - Just Walk it (jk ^_^) ③Differentiation

  21. Suggestion Suggestion Collaboration 1 Improvement through collaboration?

  22. Suggestion Suggestion More colors & Editions 2 Add color ways and editions of the shoes LIMTED EDITION

  23. PROSPECS “W” Q & A

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