Metropolitan Heroes Analisi 1

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new_wawe

Business Health & Medicine

•Incoherent image€and€communication€for€different€products
[Perfume€does€not€remind€of€eyewear€(spokesperson)]
•“POLICE”:€cops,€music€band,€eyewear
•Internet:€non-activated€links,€no€interaction,€no€web€2.0,€WTC
•Male€target??€
•Ambiguous messages,€adv
•Too€much€American€style
•Perfume€Adv€– Police????

•Lifestyle (non-eyewear€products)€
•Flagship stores
•Female,€kids
•18/25
•Internet as€a€resource

•Competitors:
-Diesel€(stylish-alternative)
-Persol (educated)
-Oxydo (non-conformist,€metropolitan)€
-ZeroRH+€(avant-garde)
•Communicative€Homologation
•Low€Price (materials,€design!?!)

•4€fan€clubs€within€the€first€50€results
•Bigger€one:€1794€fans
•Pictures,€video€and€comments

•2nd and€3rd position
• key€words:€sunglasses,€eyewear,€jewels,€watches

• There€is€nothing€on€MySpace€about€Police

• with€key€word€“Police”:€NO€PERTINENT€RESULTS
• adding€“eyewear” or€“sunglasses”:€few€video€ads

•One-t
o-one€s
•Video€ urvey
Intervie
•Positi w
oning€

•Matteo Brotto

•Alessandra Capelli

•Marco Santo Danesi

•Cinzia Lucato

•Elisa Nicoletto

•Silvia Zaramella

per:

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