KUB: Brand Marketing on New Media (Simplified Chinese Version)

Yibo Lyu; Li Li; Qing Liu; Shaojie Han; Haifen Lin; Jianen Sun;

商品編號：9B20AC051
出版日期：2020/06/10
再版日期：2020/06/10
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：new media;brand marketing;maternal and infant products;China
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：China
產業：Other Services;
事件年度：2009

Hangzhou Kub Baby Products Co. Ltd. (Kub), an e-commerce company established in 2009, sold maternal and child products. After a decade of development, Kub had earned praise from customers for the high-value, high-quality, and cost-effective products it sold, but the company's own brand, KUB, remained less well known. In July 2018, Kub launched a three-day brand marketing campaign, called "KUB×Tmall Happy Day," which largely relied on new media. The event was successful with increased brand effectiveness; however, new media was increasingly fragmenting marketing and brand awareness. How could Kub maintain its brand success in that context?

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