kolon final

2011 KOLON Summer InternshipGroup Project

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2005 ? ...

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Analysing MarketRecentConsuming Life-Style&Trend

-

- , 1974 : , . 20-30 . , .

- Global + Local = Glocal

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-

- 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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New Markets=

New Demographics= , ,

New Shopping Channels1974 : , . 20-30 . , .

=

New Values=

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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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Young Consumer 10-20 .

1974 : , . 20-30 . , .

.

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.

1974 : , . 20-30 . , .

IAMASCOUT250

200

Analysing MarketConsumerAnalysis BrandBPI

150

100 50

01974 : , . 20-30 . , .

K2

KS

BPI20

- > K2 > KS> > > > - 20 80.9% , 1 15.2% - 30 67.9% , 1 20.1 20 .

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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

1. .= .

2. Logotype Logo .= young Logo .

1974 : , . 20-30 . , .

>>>

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3. ex) , .= .

1974 : , . 20-30 . , .

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4) .


= . = .

1974 : , . 20-30 . , .

Kolon Sport

The North Face

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10

Analysing MarketKolonSportAnalysis Targeting

20

30

40

=

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


= , High Techlogy &

Concept = Art Gear Target = Age 27 yrs ~ 40 yrs

1974 : , . 20-30 . , .

=

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=


, 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


= - . - , - = Outward Bound - - . - .

1974 : , . 20-30 . , .

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Trekking & Travel Line=


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


= - ( -, 1000) - 10 - / = 12 ( ) - 1 2 - - , ,

1974 : , . 20-30 . , .

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App : OUTDOOR LOG


= - GPS , - , - SNS = -

1974 : , . 20-30 . , .

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Culture Station


= Flagship Store - , - = - , - , , -

1974 : , . 20-30 . , .

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Life style


= 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

= =

=BI? RETRO,

1974 : , . 20-30 . , .

Perception

Perception

Perception

, ?? , , ,

Perception

. . ?

= = /

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2010-2011

Marketing PlanMarketingTrend Research

700 (2011.8)

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2010-2011


- ,

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2010-2011


/

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1. Kolon Sport 70-80 , History Gallery

Marketing PlanMarketingTrend Productline

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2. Street Fashion


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3. 2012 S/S Outdoor Trend (Samsungdesign.net) Cosmopolitanism Primal Ethnic Eco Nomad


Emotional Re-discovery

City Craft

The Pioneer Spirit

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RETRO Product20 , 20

1. 20 - VISVIM, White Mountaineering 70-80

- / , , , (20) = , - = , .

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RETRO Product


20 , 20

2. - Indian, Africa, Fair-Isle, Nordic - shiny =

3. The North Face, Columbia Sports Young Line

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Store


- 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

= / , Edge , 1 / . Matching / Changing.

= old , .

, .

) , , , , , 20 , ( ) .

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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

APP

KolonScoutKolonScout

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I - Pad

Marketing Plan

MarketingIdea Program

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Marketing PlanMarketingIdea ADPlan

- 2 ~ 4

- () - - U-Way

( ) - ( )

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()


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()


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- U-Way ( )

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U_way


- U-Way ( )

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Marketing PlanMarketingIdea Programs

()

( )

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1. () _

Marketing PlanMarketingIdea CompulsoryPrograms

- - Redesign - ( 1 2) - ver

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- Talk


(ex, , , , , , , , )

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2. () _ , We are the one.- - -

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3. () _


- , () - Photo Trekking - , , - ->

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4. ( or ) _


- 2 3 - - -

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Marketing PlanMarketingIdea OptionalPrograms

Talk, &

,

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- / . . -


- . .

-

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- . . -


- . .

-

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- . . -


- .

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- -


.

.

-

-

. .

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Marketing Plan.

-

MarketingIdea OptionalPrograms

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&


- History =

- - = 1 = ( )

.

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?

Marketing PlanMarketingIdea Conclusion

-

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!

Marketing PlanMarketingIdea Conclusion

KOLONSPORT ,

RETRO

kolon final

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