원문정보
A study on color marketing strategy of functional washing product - Focusing on pink color of multipurpose stain remover O2 action promotion tools -
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초록
영어
Improvement in product recognition through specific colors and differentiation strategy has now
become significant elements in color marketing. Schema theory, a cognitive psychology, is an
example of recognition of certain brand through colors among similar products. The result of
survey shows that 'O2 Action', a stain remover, enhanced its brand image by actively utilizing
colors in its product promotion. Through the Pink marketing of the Oxy Reckitt Benckiser which
holds exclusive market share, we can find a success story of differentiation strategy of 'O2
Action'
목차
Abstract
1. 서론
1.1. 연구의 목적
1.2. 연구의 범위 및 방법
2. 기능성세제의 시장규모와 점유율
2.1. 기능성 세제의 Market share
2.2. Oxy Reckitt Benckiser
2.3. Successful Global Marketing strategy
3. Multipurpose stain remover O2action
3.1. Pink Marketing의 schema 형성
3.2. O2 action Brand image positioning
4. O2 action의 Promotion too
4.1. TV advertising-얼룩엔 핑크를 믿으세요!
4.2. Product package design
5. Brand image survey
6.결론
참고문헌
1. 서론
1.1. 연구의 목적
1.2. 연구의 범위 및 방법
2. 기능성세제의 시장규모와 점유율
2.1. 기능성 세제의 Market share
2.2. Oxy Reckitt Benckiser
2.3. Successful Global Marketing strategy
3. Multipurpose stain remover O2action
3.1. Pink Marketing의 schema 형성
3.2. O2 action Brand image positioning
4. O2 action의 Promotion too
4.1. TV advertising-얼룩엔 핑크를 믿으세요!
4.2. Product package design
5. Brand image survey
6.결론
참고문헌
저자정보
참고문헌
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