Privilege
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Redalyc
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| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidad ICESI
2006
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| _version_ | 1876469133321699328 |
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| author | Luciana Manfredi |
| author_facet | Luciana Manfredi |
| contents | Privilege Luciana Manfredi César Tezna Diego Salazar Andrés Souza Andrés Castillo Guzmán Administración y Contabilidad Target group target market and brand capital brand positioning easily recognized brands Privilege is the brand name of theproducts launched into the Calimarket by the Jaramillo family. Theyoffer custom-made and regular-sizegarments for men and women withan emphasis on personalized customerservice. Privilege features thelatest fashion designs, manufacturedin compliance with high qualitystandards. Their product portfolioalso includes both casual wear andformal attire for executives. Althoughthis brand had no direct competitors,other exclusive brands and designerswere among the group considered by the target buyers of Privilegeproducts.The company´s management nowfaces the following challenges: i)elevated fixed costs (50% machineoccupancy) which have a negativeimpact on profitability; ii) the recentopening of a new point of purchasegenerating lower revenue than neededto ensure its self-sustainability;iii) low recognition by the targetmarket; iv) financially strong competition;and v) widely recognizedand well-established brands offeringproducts at competitive prices. 2006 artículo científico 0123-5923 https://www.redalyc.org/articulo.oa?id=21210007 https://www.redalyc.org/journal/212/21210007/ https://www.redalyc.org/journal/212/21210007/html/ https://www.redalyc.org/journal/212/21210007/21210007.epub https://www.redalyc.org/journal/212/21210007/movil en http://www.redalyc.org/revista.oa?id=212 Estudios Gerenciales application/pdf Universidad ICESI Estudios Gerenciales (Colombia) Num.100 Vol. 22 |
| format | Artículo científico |
| id | redalyc_21210007 |
| institution | Redalyc |
| language | en |
| publishDate | 2006 |
| publisher | Universidad ICESI |
| spellingShingle | Privilege Luciana Manfredi Administración y Contabilidad Target group target market and brand capital brand positioning easily recognized brands Privilege Luciana Manfredi César Tezna Diego Salazar Andrés Souza Andrés Castillo Guzmán Administración y Contabilidad Target group target market and brand capital brand positioning easily recognized brands Privilege is the brand name of theproducts launched into the Calimarket by the Jaramillo family. Theyoffer custom-made and regular-sizegarments for men and women withan emphasis on personalized customerservice. Privilege features thelatest fashion designs, manufacturedin compliance with high qualitystandards. Their product portfolioalso includes both casual wear andformal attire for executives. Althoughthis brand had no direct competitors,other exclusive brands and designerswere among the group considered by the target buyers of Privilegeproducts.The company´s management nowfaces the following challenges: i)elevated fixed costs (50% machineoccupancy) which have a negativeimpact on profitability; ii) the recentopening of a new point of purchasegenerating lower revenue than neededto ensure its self-sustainability;iii) low recognition by the targetmarket; iv) financially strong competition;and v) widely recognizedand well-established brands offeringproducts at competitive prices. 2006 artículo científico 0123-5923 https://www.redalyc.org/articulo.oa?id=21210007 https://www.redalyc.org/journal/212/21210007/ https://www.redalyc.org/journal/212/21210007/html/ https://www.redalyc.org/journal/212/21210007/21210007.epub https://www.redalyc.org/journal/212/21210007/movil en http://www.redalyc.org/revista.oa?id=212 Estudios Gerenciales application/pdf Universidad ICESI Estudios Gerenciales (Colombia) Num.100 Vol. 22 |
| title | Privilege |
| topic | Administración y Contabilidad Target group target market and brand capital brand positioning easily recognized brands |
| url | https://www.redalyc.org/articulo.oa?id=21210007 https://www.redalyc.org/journal/212/21210007/ https://www.redalyc.org/journal/212/21210007/html/ https://www.redalyc.org/journal/212/21210007/21210007.epub https://www.redalyc.org/journal/212/21210007/movil |