police by derigo - brand analysis
DESCRIPTION
First part of the rebranding project of Police by DeRigo (Italian eyefirm): BRAND ANALYSIS - University of Padua, Advanced Marketing, Spring 2009 [Italian]TRANSCRIPT
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•Worldwide�brand•Distinctive�style(self-confident,�metropolitan/urban,�trendsetter,�style�conscious,�educated,�distinctive)
•Distribution•Materials•Design•Prestige�
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•Incoherent image�and�communication�for�different�products[Perfume�does�not�remind�of�eyewear�(spokesperson)]•“POLICE”:�cops,�music�band,�eyewear•Internet:�non-activated�links,�no�interaction,�no�web�2.0,�WTC•Male�target??�•Ambiguous messages,�adv•Too�much�American�style•Perfume�Adv�– Police????
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•Lifestyle (non-eyewear�products)�•Flagship stores•Female,�kids•18/25•Internet as�a�resource
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•Competitors:-Diesel�(stylish-alternative)-Persol (educated)-Oxydo (non-conformist,�metropolitan)�-ZeroRH+�(avant-garde)
•Communicative�Homologation
•Low�Price (materials,�design!?!)
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•4�fan�clubs�within�the�first�50�results•Bigger�one:�1794�fans•Pictures,�video�and�comments
•2nd and�3rd position• key�words:�sunglasses,�eyewear,�jewels,�watches
• There�is�nothing�on�MySpace�about�Police
• with�key�word�“Police”:�NO�PERTINENT�RESULTS• adding�“eyewear” or�“sunglasses”:�few�video�ads
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•One-to-one�survey•Video�Interview•Positioning�
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••Matteo Matteo BrottoBrotto
••Alessandra CapelliAlessandra Capelli
••Marco Santo DanesiMarco Santo Danesi
••Cinzia Cinzia LucatoLucato
••Elisa Elisa NicolettoNicoletto
••Silvia Silvia ZaramellaZaramella
per:per:
MKT AVANZATOMKT AVANZATO
2008/092008/09
(Prof. Marco (Prof. Marco BettiolBettiol))
UNIVERSITAUNIVERSITA’’ DEGLI STUDI DEGLI STUDI DIDI
PADOVAPADOVA
MMHHP R O D U C T I O NP R O D U C T I O N
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