Top of mind CHOI JAE WON MOON JUNG WEON SEO MIN JEONG KIM YEONG SHIN PROSPECS “W”

The Topic The Topic PROSPECS W PROSPECS W Schema & Taxonomic Categories Schema & Taxonomic Categories PROSPECS Strategy 1 PROSPECS Strategy 1 PROSPECS Strategy 2 PROSPECS Strategy 2 Conclusion Conclusion Top of mind “W’ PROSPECS PROSPECS “W”

Checkered History PROSPECS Brand history The present 1986 The Asian Games sponsored 1988 Seoul Olympic Games sponsored 2003 M&A 2005 Downsizing Etc… 2009 Launching PROSPECS ‘W’ The prime of brand Experienced ordeal Resurrect

Walking Boom! TOPIC PROSPECS “W”

People's attention of health concern is increasing People's attention of health concern is increasing Focus is on health and well-being Focus is on health and well-being Walking has an effect on health Walking has an effect on health PROSPECS “W” Walking Boom! TOPIC

Walking boom affects walking shoes category How can ‘W’ succeed by using categorization ? SKECHERS Basics Reebok Lecaf

PROSPECS ‘W’ is the first in the walking shoes category PROSPECS ‘W’ is the first in the walking shoes category Walking shoes is more comfortable and lighter than running shoes Walking shoes is more comfortable and lighter than running shoes After 2009, PROSPECS ‘W’ has maintained its number 1 spot After 2009, PROSPECS ‘W’ has maintained its number 1 spot What is “W’ ?? PROSPECS PROSPECS “W”

PROSPECS ‘W’ Logo Walking Shoes Kim Hyesoo, Daniel henney Kim Yuna, Kim Suhyun Ultra Light 190g colorful Mental ModelSchema

Foot wearshoes high heeled shoes jimmy choo Man’s shoes ferragamosandalsAthletic shoesFunctionalNIKEProfessionalNorthfaceSneakersconverseWalking PROSPECS ‘W’ SlippersBootsRain bootsRockfishWool bootsUGGleather boots Top of mind “W’ PROSPECS Taxonomic categories

Changed manufacturing to branding Changed manufacturing to branding Strategy Goal : practical sneakers for functionality and specialty Strategy Goal : practical sneakers for functionality and specialty Leader of trend - ‘ sport walking sneaker ’, Leader of trend - ‘ sport walking sneaker ’, market creation market creation Adjusted the consumer ’ s need to what the firm wants Adjusted the consumer ’ s need to what the firm wants R to W PROSPECS Strategy 1 PROSPECS R to W 1

manufacturing → R&D and Brand Marketing manufacturing → R&D and Brand Marketing Developed new products depending on propose of walking Developed new products depending on propose of walking Upgraded existing ones Upgraded existing ones 44 products → 89 products 44 products → 89 products Brand firm Changing Strategy 1 Changed manufacturing to branding 2

‘ Blue ocean ’ Penetrated movement of consumer ’ s need Penetrated movement of consumer ’ s need - ‘ slow life ’ trend ; ‘ slow walking ’ → subconscious need → subconscious need - lots of running and jogging shoes in the market → Dissonance occurs → Dissonance occurs Blue ocean New targeting Strategy 1 Blue ocean 3

- Nike, Adidas ; ‘ Professional athletes ’ marketing - Conflicts with their brand identity Strategy 1 Blue ocean New targeting High barrier-Blue ocean 3

Extensions of Blue ocean : creates consumer ’ s need : creates consumer ’ s need “ I want to walk without fatigue on my feet. ” → “ I want to walk in the shape of 11! ” Strategy 1 Blue ocean New targeting

Comparison Brand image Strategy 2

Non sophisticated design Targeting a more adult customer base Non defining logo to differentiate company’s unique brand The brand image The past The brand image of Prospecs in the past 1 Strategy 2

Professional sports brand image Life sports brand image The creation of new concept about “Working shoes” (PROSPECS W) The brand image The present The brand image of Prospecs in the present 2 Strategy 2

The design reflects the latest fashion Using young celebrities like Kim Yuna, and Kim Suhyun The brand image of Prospecs in the present 2 The brand image The present Strategy 2

Walking shoes category Walking shoes category Blue Ocean->Red Ocean Just walking shoes category forever? Just walking shoes category forever? Problems PROSPECS ‘W’ PROBLEMS

HOW? HOW? ①Changing logo ①Changing logo ②Making an impressive trademark ②Making an impressive trademark Ie. Nike – Just Do It, Ace Bed – Bed is Science, Pro-Spec - Just Walk it (jk ^_^) ③Differentiation ③Differentiation Solutions Must be a Top of mind HOW? Must be a Top of mind 1

Suggestion Collaboration Suggestion Improvement through collaboration? 1

Suggestion More colors & Editions Suggestion Add color ways and editions of the shoes 2

PROSPECS “W”