2014 하반기 국내외 성공사례를 정리했습니다.
This file is made for sharing 2014 second half of the year marketing trend with anyone who are interested. Thank you :)
INSIGHT _ 공감한다. 고로 손재한다. 소비자와 브랜드, 서로의 스페셜 공감이 중요해진다.
https://www.facebook.com/fmcommunications
2014 하반기 국내외 성공사례를 정리했습니다.
This file is made for sharing 2014 second half of the year marketing trend with anyone who are interested. Thank you :)
INSIGHT _ 공감한다. 고로 손재한다. 소비자와 브랜드, 서로의 스페셜 공감이 중요해진다.
https://www.facebook.com/fmcommunications
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2. 강의 광고와 소비자행동
팀원 0910061 염운선
1114840 김민지
1112932 이지향
11 뉴엔티투프엉
발표일 2012.11.29
SM7 실패 원인 분석
3. 1 르노삼성 개괄
1-1 르노삼성
2 SM7 분석
2-1 출시배경
2-2 STP 분석
2-3 SWOT 분석
3 경쟁모델비교
3-1 준대형 대표 4 모델 사양비교
3-2 그랜저와 단독비교
4 SM7 의 실패
4-1 판매량: 국내/ 수출
4-2 이미지하락
5 SM7 의 실패원인 분석
5-1 브랜드 아이덴티티의 부재
5-2 기대에 부응하지 못함
5-3 구매 후 처분과정 관리 실패
목차
6 결론
4. 르노삼성 철학
항상 고객이 우리만의 차이를 발
견할 수 있도록 정진해 나갈 것
이며, 고객의 기대를 뛰어넘는
최고의 품질을 제공하고 아울러
토탈 서비스 및 프로정신으로 무
장하며 고객 최우선의 가치를 실
현해내도록 하겠습니다.
1-1
르노삼성 개괄 :
르노삼성
타사 대비 훌륭한 제품력을 앞세워 프리미엄 철학 강조
5. 1 국내 준대형 자동차 4 파전
2-1
SM7 분석:
출시배경
SSMM77
KK77
그그랜랜저저
알알페페온온
6. 1 국내 준대형 자동차 4 파전
K7 이 선전하는 가운데,
신제품 출시를 앞둔
현대차 그랜저가 시장 점유
율 71.5% 를 기록하며 승승
장구
2-1
SM7 분석:
출시배경
출처: 현대차 2011 년 상반기 판매실적
32개월 동안 4천여 억 원을 들여 개발
2004년 이후 7 년 만에 출시되는 SM7 신형 모델
2011 서울 모터쇼에서 컨셉카가 공개된 후 기대감 증폭
그랜저의 시장 독점에 맞서는 대항마로 급부상
7. 1 국내 준대형 자동차 4 파전
2011 서울 모터쇼에서
All New SM7 컨셉카 최초 공
개
고급스러운 디자인과 업그레이
드 된 사양으로 오너들의 기
대를 한 몸에 받음
2-1
SM7 분석:
출시배경
2011 년 서울 모터쇼에서 공개되었던 컨셉카 이미지
13. All New SM7
3-2
경쟁모델비교:
그랜저와의 비교
차별성만 강조할 뿐, 어떤 부분의 차별성인지 구체적으로 제시하
지 않음
적절하지 않은 모델 선정
14. 그랜저와 단독 비교
3-2
경쟁모델비교:
그랜저와의 비교
현대차 프리미엄차종: 그랜저, 에쿠스. 제네시스
수출량 전년대비 2배 이상 증가
* 4-1 해외 수출성적 참고
15. 1. 국내
4-1
SM7 의 실패 :
판매량 부진
출시 2달만에 반토막난 판매량
경쟁사 10 월 성적
그랜저: 8611 대 ( 전월 대비 22.2% 증가)
K7: 1405대 ( 전월 대비 11.5% 감소)
16. 1. 국내
4-1
SM7 의 실패 :
판매량 부진
르노삼성 제품 전체 판매량
월평균 1000 대 이상 팔리던 2004년
형 SM7보다도 못한 성적
계속되는 내수판매 부진으로 인한 영
업손실
경영 부진으로 인해 기업의 구조 조정
으로까지 연결
판매실적
2011 년 10
월
2011 년 11
월
2011 년 12
월
2012 년 1월
1296 886대 1133대 850대
17. 1. 국내
4-1
SM7 의 실패 :
판매량 부진
2012 년 7 월 (SM7 출시 후 약 1 년
)
국내 자동차 시장 점유율
18. 1. 국내
4-1
SM7 의 실패 :
판매량 부진
2012 년 7월
‘만년 꼴찌’ 쌍용과 최하위를 다투고 있음
19. 1. 국내
4-1
SM7 의 실패 :
판매량 부진
2012 년 7월
국내 자동차 판매순위
출처: 한국 자동차 산업연구소
신형임에도 불구하고
구 SM5보다
뒤쳐지는 판매량
20. 2. 해외: 중국
4-1
SM7 의 실패 :
판매량 부진
단위: 1대
출처: 르노삼성
첫 해외 시장 타겟이었던 중국에서의 대실패
로
향후 다른 지역으로의 수출 또한 난항
21. 브랜드 선호 리서치
4-2
SM7 의 실패 :
이미지하락
하락하는 브랜드 이미
지
2009~2012 자동차 품질 및 고객 만족조사
*2012 자료는 올 8월까지 해당
*편의상 쌍용차 제시하지 않음
출처: 마케팅 인사이트
22. 브랜드 아이덴티티의 부재
5-1
실패원인 분석 :
브랜드
아이덴티티의 부
재 라인 확장의 위험
브랜드 이미지는 유리하고 독특하고 강력하여야 한다
르노삼성은 라인확장을 통해 SM7 을 출시
그 이미지의 유리하고, 독특하고, 강력한 점이 부족해 침체
되고
전체적인 르노삼성의 이미지에 악영향을 끼치게 되었다.
출처: 박찬수, ‘ 마케팅 원리’ , 2010
SM7 을 떠올리면 연상되는 이미지의 부재
구매 과정 중 ‘브랜드 평가’ 과정에서 소비자에게 강렬한 인상을 주지 못함
23. 출시 전 사진 유출
5-2
실패원인 분석 :
기대에 부응하지
못함
출시 전 ,
자동차 마니아 커뮤니티 ‘탑라이더
’에
유출 사진이 개제됨
컨셉카와 양산형 디자인의 괴리감
으로
네티즌들의 실망을 삼
수출형 SM5 내관과 흡사하여 논란
내, 외관 유출사진
24. 출시 전 사진 유출
5-2
실패원인 분석 :
기대에 부응하지
못함 반응에 당황한 르노 삼성은 공식
기사를 통해 양산형 실사진을
공개하겠다며 적극 대응
그러나,
실망스럽다는 반응은
전혀 달라지지 않았다
고관여 제품인 자동차는 일반적으로 ‘나’ 를 나타내는 물건으로 인식됨
구매 과정에서 많은 양의 정보를 탐색
제품에 대해 관심이 많은 오너들의 커뮤니티 분위기는 제품 선택에 큰 영향을 끼칠 수 있다
예상치 못한 변수에 의해 강점이 오히려 약점으로
작용 “ 첫 단추부터 잘못 끼여진” 사례
25. 출시 전 사진 유출
5-2
실패원인 분석 :
기대에 부응하지
못함
디자인 점수 꼴찌
기존 모델들과
차별성을 갖지 못함
[표 1] All New SM7디자인초기반응조사- 디자인점수
All New
SM7 *
5G
Grandeur K7 Alpheon
평가점수
[1000점]
종합 714 753 763 741
차원점수
[100점]
전면 70.1 72.7 76.7 73.1
측면 74.1 76.2 78.0 72.6
후면 67.7 70.3 70.3 71.6
실내 71.0 78.6 77.3 78.8
(사례수) (138) (123) (137) (140)
* 신규출시모델
출처 마케팅 인사이트
26. 자동차 중고가격 비교
5-3
실패원인 분석 :
구매 후 처분과정
관리실패
출시일이 빠른 그랜저HG(2011 년 1 월) 에 비해 잔존가치가 낮음
처분 과정의 마지막 단계라고 할 수 있는
중고차 가격 방어에 실패
27. 1. 내용 제목
본문 요약
• 상세항목의 내용
• 상세항목의 내용
2 내용 제목
본문내용의 글꼴크기
화면에서의 가독성을 고려하여 최소 10pt로 권장합니다.
다만, 캡션으로 사용하는 경우 등
상황에 따라 조절하실 수 있습니다.
6
결론