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以战略为导向的品牌全案策划

玛迪贝尔:懂你的闺蜜 ——

成就天猫内衣品牌领导者

案例引言:

淘品牌已进入洗牌阶段,在天猫平台“淘品牌”培育计划引领下。众淘品牌将直接面对转型、升级的历史性时刻。

淘品牌重营销、卖产品的格局,正朝向真正的品牌化方向发生蜕变。


玛迪贝尔:懂你的闺蜜


玛迪贝尔品牌全案策划

客户:玛迪贝尔

服务内容:战略定位 品牌策划  营销推广 品牌设计

创作日期:2015-09-23

品牌策划公司 > 案例 > 美容/服饰/珠宝










竞争品?#21697;?#26512;

1.竞品多突出调性、风格、功能,更多的是先关注这些内容在产品层面上呈现,后关注在品牌上与消费者的情感沟通。

2.调性、风格、功能都浮于产品表面,单方面的为产品注入心理层面的满足与拔高(自信、能量……),消费者被动的接受他们已经定好的基调,?#21019;?#25104;与消费者更深入、更升华的情感交流。

内衣行业产品同质化,被抄袭简单的再做品类细分、风格细分,已不足以切分市场,容?#33258;阶?#36234;小,消费者也已审美疲劳。


我们的核心消费人群——18-29岁女性

人?#22909;?#36848;:开放型消费群,身材自信,大胆接受性感奔放的内衣风格,追求时尚,表达个人魅力,经济收入偏低,一般选择中低价位的内衣。

消费心理:被款式、色彩首先吸引,关心上身后的风格能否体现自己的独立个性,产品所表达出来的感觉是否和自己契合很关键,不是什么都会?#19981;丁?/span>


Moldbaby品牌定位——做懂女人的内衣

1.从全新的品牌角度切入内衣市场,与传统品牌形成鲜明的个性差异;

2.与消费者的沟通更近一步,以情感上真实的理解作为沟通的载体,呈现贴心、理解的品牌调性,升华品牌高度;

3.跳脱以产品为先的传统思维,从消费者需求出发,以“懂”融合情感与产品,与消费者共鸣,充分体现互联网思维。


玛迪贝尔视频


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