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