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商品編號: 9-518-044 出版日期: 2017/11/16 作者姓名: Avery, Jill 商品類別: Marketing 商品規格: 24p 再版日期: 2018/10/18 地域: United States 產業: Beauty and personal care;E-commerce industry;Food industry;Retail and consumer goods;Retail trade 個案年度: 2017 - 2017
商品敘述:
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised an average savings of 40% versus national brands through the elimination of the BrandTax, the hidden costs the company claimed consumers paid for a national brand. As the venture funded startup entered the fiercely competitive CPG industry, it was simultaneously taking on both the world''s greatest brands and the world''s most dominant retailers. Could Brandless change the way consumers bought the essential items that filled their pantries and medicine cabinets? Industry pundits had long predicted both the death of brand and the death of brick and mortar retailing in the contemporary marketplace. Would Brandless be the final nail in the coffin?
涵蓋領域:
Branding;Consumer behavior;Consumer marketing;Advertising media;Marketing;Marketing channels;Marketing strategy;Product launches;Start-ups;Going public
相關資料:
Case Teaching Note, (5-520-058), 27p, by Jill Avery
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