您選擇的商品

Blossom Inners: Designing Nonsensual Communication for Lingerie Marketing

Ajith K. Thomas; Manu Jacob Mathew; Mary Weil;

商品編號:9B17A015
出版日期:2017/03/14
再版日期:2017/03/14
商品來源:Ivey
商品主題:International Business; Marketing
商品類型:Case (Field)
涵蓋議題:marketing communications;marketing mix;communication channels;ethics;values
難易度:4 - Undergraduate/MBA
內容長度:12 頁
地域:India
產業:Retail Trade;
事件年度:2014

Until 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would gain moral support from its customers by being the first in the industry to do away with body-revealing advertisements; however, sales figures dropped to low levels, senior marketing employees left the company, and customer service was flooded with calls. The directors, who were determined to stick to their plan, approached an innovative designer to create a new marketing strategy. Could this new advertising partner help Blossom stem its declining sales? What information should be included in the brief given to the designer? How could the designer advertise Blossom’s lingerie while honouring the directors’ philosophy?

教學手冊:8B17A015;
補充材料: