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SMART
RENAMING
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01. Project Background & Definition
02. Market Trend Analysis
03. 3C Analysis
-Company Analysis
-Competitor Analysis
-Consumer Analysis
04. Brand Naming Strategy
05. Naming Candidates
06. Consumer Survey
07. Final Recommendation
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Project Background
& Definition
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Project Background & Definition
01
1 ÇÁ·ÎÁ§Æ® ¹è°æ
±âÁ¸ °æÀï»çµéÀÇ ¼¶À¯Å»ÃëÁ¦ À̸§°ú ºñ±³ÇßÀ»¶§ Ã̽º·¯¿ò
À̸§¿¡¼ Å»Ãë ±â´ÉÀº ´À²¸Áö³ª Çâ¿¡ ´ëÇÑ ´À³¦À» ¹ÞÀ» ¼ö ¾øÀ½
ºê·£µåÈ®ÀåÀ¸·Î ÀÎÇÑ ºñ½ÁÇÑ À̸§ÀÇ Á¦Ç°µé°úÀÇ È¥µ¿À» ¾ß±âÇÒ ¼ö ÀÖÀ½
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Project Background & Definition
01
1 ÇÁ·ÎÁ§Æ® ¹è°æ
¼¼Å¹ÀÌ ¾î·Á¿î ¼¶À¯Á¦Ç°¿¡ ´ëÇÑ ¼ÒºñÀÚÀÇ Å»Ãë¿å±¸ Áõ°¡,
2009³â ½ÅÁ¾ ÇÃ·ç ¿µÇâÀ¸·Î Ç×±ÕÈ¿°ú°¡ ´õÇØÁø
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¼ºÀåÇÏ´Â ¼¶À¯Å»ÃëÁ¦ ½ÃÀå¿¡¼ °æÀï»çÀÇ ¾ÐµµÀûÀÎ Á¡À¯À²¿¡ ºñÇØ
ÇöÀúÇÏ°Ô ¶³¾îÁö´Â ÀÎÁöµµ
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½ÃÀÇ ºê·£µå¸¦ °è¼Ó À¯ÁöÇϸé¼, µ¿½Ã¿¡ ·¹Å¶º¥Å°ÀúÀÇ ±¹Á¦ÀûÀÎ ºê·£µå Á¦Ç°µéµµ µµÀÔÇÏ¿© ÆǸÅÇÏ°í ÀÖ´Ù.
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3C Analysis
03
1 Company Analysis
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3C Analysis
03
1 Company Analysis SWOT ºÐ¼®
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T
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¸ð ºê·£µåÀÇ °·ÂÇÑ ºê·£µåÆÄ¿ö
¿ë·®´ëºñ Àú·ÅÇÑ °¡°Ý´ë
¼¶À¯ Á¦Ç°»Ó¸¸ ¾Æ´Ï¶ó
½Ç³» °ø±â¿¡µµ »ç¿ë °¡´É
¼¼·ÃµÇÁö ¸øÇÑ ºê·£µå³×ÀÓ
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¼¶À¯Å»ÃëÁ¦ ½ÃÀåÀÇ Áö¼ÓÀûÀÎ ¼ºÀå
Å»Ãë, Ç×±Õ¿¡ ´ëÇÑ ¼ÒºñÀÚÀÇ ¿å±¸ Áõ°¡
½Ç³» °ø±â ¹æÇâ Å»ÃëÁ¦·Î È®´ë °¡´É
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ÀÎÁöµµ¿Í Á¡À¯À²
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3C Analysis
03
2 Competitor Analysis
Febreze = Fabric + Breeze
`Æäºê¸®Áî(Febreze)`´Â Á¦Ç°ÀÇ ¿ëµµ°¡ Á÷¹°(Fabric)¿¡ ¾²Àδٴ ¶æ°ú µ¿½Ã¿¡
Á¦Ç°À¸·ÎºÎÅÍ ¾ò´Â ÃÖ´ëÀÇ È¿°ú, Áï ¹Ù¶÷À» ½þ °Íó·³ »óÄèÇÑ ÇâÀÌ ³²À½(Breeze)À» Àü´ÞÇÏ·Á´Â Àǹ̷ΠºÙ¿©Áø Ç×±Õ Å»ÃëÁ¦ ºê·£µå
Áö³ 1³â°£ ¾à 90% ÀÌ»óÀÇ ½ÃÀåÁ¡À¯À²(´Ò½¼ µ¥ÀÌÅÍ ¸ÅÃâ ±âÁØ)À» Â÷Áö
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3C Analysis
03
2 Competitor Analysis
»þÇÁ¶õÄɾî = Saffron + Care
°¡À»¿¡ ÇÇ´Â ²É, ¼¼»ó¿¡¼ °¡Àå ºñ½Ñ Çâ½Å·áÀÇ À̸§
²É À̸§À» ±×´ë·Î »ç¿ëÇÏ¿© ÀÚ¿¬ÀÇ ´À³¦À» ¹°¾À dz±â´Â ºê·£µå
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3C Analysis
03
2 Competitor Analysis
ºê·¹½½ = Breathe + Whistle
LG»ýÈ°°Ç°¿¡¼ ³ª¿Â ¼¶À¯Å»ÃëÁ¦ ºê·¹½½
Breathe + WhistleÀÇ ÇÕ¼º¾î·Î ¡®°ø±â°¡ »óÄèÇØ ÈÖÆĶ÷ÀÌ Àý·Î ³ª¿Â´Ù¡¯´Â ¶æ
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3C Analysis
03
2 Competitor Analysis
ÇÁ¸®¿¤ = P