American and world markets such as the Gulf and the Philippines. It is characterized by cheap prices starting from 20 dollars to 40 dollars. The company faced several bankruptcies. But in the news of her return this year strongly. Its segment is 60% women, 30% children and 10% men. The company decided to change the public's perception and impression that a cheap price means low quality.
She created a new brand and chose an Italian name for him, Palessi, and rented an Armani store in Los Angeles. She used attractive decor and offered a small selection of Payless shoes in a great presentation. She chose a distinguished group of sellers and campaigned. More than 60 fashion influencers are invited to visit the fake boutique.
The influencers paid 645 dollars for a value of 20 dollars. Everyone's impression was satisfaction, that they obtained high quality, reasonable prices, and were dazzled by the quality and elegance.
The event was visualized, and buyers were then informed that the shoes belonged to Payless, took their comments, returned their money and were given the shoes for free. We learn from this experience: 1. The relationship of price to quality is strongly related to the customer’s mind, the lower the price, the customer believes that the quality is low. Continued
2. The relationship of place with quality. The luxurious place gives you a special experience that deserves a high price. 3. A limited offer of jackboots in an attractive way that highlights the beauty of the product. 4. The relationship of the product with the source was given an Italian name, where the high-end designs are original leather.
We move on to the second experience. Here is a hair care company. Suave and affordable for all. Jane Breams, the company's marketing director, says many women see our products are of low quality because their price is lower ... and she cited research that 7 out of 10 women of the Millennials (Y) questioned quality at a lower price. Continued
So we did this experiment. She chose a new name for the company, which is the same name as the company, but reads upside down Evaus and chose a package that looks more distinctive, then sent promotional messages and convincing promises that the high price justifies the quality, by telling new stories of interesting luxury for Y generation
This aura about the product that some celebrities were targeting, and of course they bought the product and expressed their happiness with the results. What did the women say * One time my curls went * He meets my hair type * After twice my hair became strong and healthy ........ and other praise And when they were asked to look behind the package ... it followed
They found the name Suave and everyone was shocked. Can you share your opinion how we can apply some of these ideas in your field of work?
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