top of mind 81070 choi jae won 100205 moon jung weon 101176 seo min jeong 105664 kim yeong shin...

Top of mind

81070 CHOI JAE WON

100205 MOON JUNG

WEON

101176 SEO MIN JEONG

105664 KIM YEONG SHIN

PROSPECS “W”

• The Topic

• PROSPECS W

• Schema & Taxonomic Categories

• PROSPECS Strategy 1

• PROSPECS Strategy 2

• Conclusion

Top of mind “W’

PROSPECS

PROSPECS “W”

Checkered His-tory

PROSPECS

Brand his-tory

The presen

t

1986 The Asian Games

sponsored

1988 Seoul Olympic

Games

sponsored

2003 M&A

2005 Downsizing

Etc…

2009 Launching

PROSPECS ‘W’

The prime of brand Experienced ordeal Resurrect

Walking Boom!

TOPIC PROSPECS “W”

• People's attention of health concern is increasing

• Focus is on health and well-being

• Walking has an effect on health

PROSPECS “W”

Walking Boom!

TOPIC

Walking boom affects walking shoes cate-gory

How can ‘W’ succeed by using catego-rization ?

SKECHERS BasicsReebok

Lecaf

• 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

What is “W’ ??

PROSPECS

PROSPECS “W”

PROSPECS ‘W’

Logo Walk-ing

Shoes

Kim Hye-soo,

Daniel hen-ney

Kim Yuna,Kim

Suhyun

Ultra Light 190g

color-ful

Mental Model

SchemaSchema

Foot wear

shoes

high heeled shoes

jimmy choo

Man’s shoes

ferrag-amo

sandals Athletic shoes

Func-tional

NIKE

Professional

North-face

Sneakers

converse

Walking

PROSPECS ‘W’

Slippers Boots

Rain boots

Rockfish

Wool boots

UGG

leather boots

Top of mind “W’

PROSPECS

Taxonomic cate-gories

• 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

R to W PROSPECS

Strategy 1

PROSPECS R to W

1

• manufacturing → R&D and Brand Market-

ing

• Developed new products depending on

propose of walking

• Upgraded existing ones

• 44 products → 89 products

Brand firm Chang-ing

Strategy 1

Changed manufacturing to branding

2

‘Blue ocean’ • Penetrated movement of

consumer’s need

-  ‘slow life’ trend ;‘slow walk-ing’

→ subconscious need - lots of running and jogging

shoes in the market → Dissonance occurs

Blue oceanNew target-ing

Strategy 1

Blue ocean

3

- Nike, Adidas ;‘Professional athletes’ marketing

- Conflicts with their brand identity

Strategy 1 Blue oceanNew target-ing

High barr ier-Blue ocean

3

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!”

Strategy 1 Blue oceanNew target-ing

The present logo

ComparisonBrand im-age

Strategy 2

The past logo

Non sophisticated design

Targeting a more adult cus-tomer base

Non defining logo to differenti-ate company’s unique brand

The brand im-age

The past

The brand image of Prospecs in the past

1

Strategy 2

Profes-sional sports

brand im-age

Life sports brand im-

age

The creation of new concept about “Working shoes”

(PROSPECS W)

The brand im-age

The present

The brand image of Prospecs in the present 2

Strategy 2

The design reflects the latest fashion

Using young celebrities like Kim Yuna, and Kim Suhyun

Targeting for a younger popula-tion

The brand image of Prospecs in the present 2

The brand im-age

The present

Strategy 2

• Walking shoes category

Blue Ocean->Red Ocean

• Just walking shoes category forever?

Problems PROSPECS ‘W’

PROBLEMS

• HOW?

①Changing logo

②Making an impressive trademark

Ie. Nike – Just Do It, Ace Bed – Bed is Science,

Pro-Spec - Just Walk it (jk ^_^)

③Differentiation

Solutions Must be a Top of mind

HOW?

Must be a Top of mind 1

Suggestion Collabora-tion

Sugges-tion

Improvement through collab-oration? 1

LIMTEDEDI-TION

Suggestion More colors & Editions

Sugges-tion

Add color ways and editions of the shoes 2

PROSPECS “W”

Q & A