Moods of Norway

Moods of Norway case indicated m individually interesting issues relating to mug man while handst study. In this paper, first, we out bank bill two key challenges that Moods be facing, then analyze the check based on CBBE pyramid, and finally suggest two food marketplaceing programs that the first mateship should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U. S. This is always a kaleable simply risky hazard for e very firm, including Moods of Norway. The caller-out with forgive styling wants to just go to the U. S. and see what happens (Austin, ODonnell, and Krogh 2009, 15). However, U.S. market one of the nearly difficult markets in the world has some implicit challenges for Moods. Firstly, their instigator is foreign in United States. Therefore, they need to base on the local gross sales agents and distributors in the U. S. Although they had a five-year contract with CAA the leading talent agency their pro extend allow depend on the CAAs success that is affected by the fit between the two companies. For example, CAA has non many brings with distributing room produces. Secondly, the U. S. clients preferences in color, fabric, size, etc. argon different from Norwegian customers.Moods merchandises mustiness be adaptable. This path they might need separate suppliers and manufacturers to change their products. Finally, the most difficult movement for the company is how they back end bring their companys concept to the States and convince U. S. customers to bribe their products based on that concept. Because they combine Norwegian genius and ordinary stories into their flesh that organises their product be unique and succeed in Norway, hence it is not easy to translate it for the customers outside the country. Even if they suffer illustrate their stories clearly, non-Nordic customers may not be interested in those products.As Dahlkvist expressed, they should do the design in the U. S. , to really get a feel for what moves rough in that country and how to do it (Austin, ODonnell, and Krogh 2009, 15) but observable risks will prevent them from doing it. The second key challenge that Moods should consider is expanding the womens wearing telephone line, which is overly a great opportunity. Mens habit accounted for 70% of Moods sales while women shop more(prenominal) in general. Thus, there is an opportunity for growth here. However, Moods should seriously consider the challenge they will face. First, womens raiment market is more competitive than mens turn market.The market is very fragmented with many competitors representing different styles in all impairment segments. Many strike outs film been around for a long time and down gained customers loyalty. It will be difficult for Moods to enter the market in any segment. Second, womens clothing styles argon more complicated with different types of array. speckle mens turn are limited with some general types such as suits, shirts, and T-shirts, womens clothing have a simple orbit of types from dresses, blouses to skirts, cardigans, etc. To generate sales, the designs must be much alter and fast changeable.Thus, some Moods adjustments are necessary, and Moods may face a dilemma of how to keep the moods unique while diversifying the styles to generate revenue. Third, designing womens clothes requires different techniques. The two main designers of Moods specialized in designing mens clothes, which is simpler than womens. Hence, the company needs to hire extra see designers for womens line. However, even with extra designers, keeping the look and lifestyle two-baser of womens clothing in line with the rest of the company message is hitherto a challenge for Moods. 2. Moods of Norway chump audit tarnish Salience blur salience measures sensation of the brand (Keller 2008. 60). Although Moods management team is interested in expanding as a lifestyle brand, people still think of as it a behavior brand, which mainly focuses on male clothing. However, the brand reached a very lofty level of awareness in Norway where 85% of its sales happened. One of the evidences is that when customers and partner companies want Norwegian Design, they sought Moods (Austin, ODonnell, and Krogh 2009, 5). Moods of Norway is a panache drawing card in the country that even Norwegian Police Department approached Moods to design their uniforms.This mellowed level of awareness partly thanks to the little contender Moods has to face in Norway. Moods likewise used some other effective ways to raise the awareness. One of those is the fashion show, which was the biggest fashion event in Norway. Other contributors to the high awareness are the pink boat and the image of troika owners as a rock band. Brand performance The product itself is at the heart of brand equity and brand performance describes how rise up the product or service meets customers mutantctional needs (Keller 2008, 64). Following is Moods brand performance measured by some attributes and benefits.Regarding primary ingredients and supplementary features, Moods is doing comfortably with choosing fabric from partners in Paris and Istanbul, who provide the best materials for Moods collections based on the requirements of quality, color and even style of button. This leads to the good quality of final products, which succor Moods sell them at medium-plus price range. In term of style and design, Moods products are unique and favorable in male clothing market because it reflects not moreover the moods of pastime and happiness but also the style of heathen tales that Norwegians love.However, Moods still need to mend designs in pistillate market, which is still the jerry-built point of the company. In addition, service is also an alpha part lend positively to performance of brand. It seems that Moods has not pay much attention to customer service. This could be a shortcom ing point for Moods to perform well in the highly competitive market like US market. Brand resourcefulness Brand imagery links mainly to four intangible aspects (Keller 2008, 65). First, in term of user profiles, some 70% of Moods customers are male. While company is interested in expanding the age range, the target customers are at age of 18 35.However, Moods is facing a dilemma that a balance requisite to be maintained between broadening their target group and remain a cool brand (Austin, ODonnell, and Krogh 2009, 13). Second, regarding purchase and usage situations, Moods products are nearly limited with T-shirts and suits but cover a wide range of situations that people basis wear. The situations are suggested by the companys three original clothing lines, which are cocktails, street and casual. Moreover, the designers also make lawsuit of generating new ideas by imagining scenarios requiring special clothes.Third, Moods brand has a favorable character that is cool, deli ght, and happy. This also throws values for customers that they have the feeling of connecting to their clothes in each situation. Finally, Moods of Norway does very well in using history, heritage to create the uniqueness for their products. Moods clothing lines tell their authentic, true and real story of Norwegians heritage. The story layers have great value in getting customers to spend time thought process about Moods products, which is good for remembering the brand (Austin, ODonnell, and Krogh 2009, 3).Although this concept is highly successful in Norway, it is very difficult to apply to other markets. This requires Moods to word another story to tell in US market. Brand Judgments Brand Judgments and Brand Feelings are two of brand responses that elicit the proper customer responses to this brand identification and brand meaning (Keller 2008, 60). From the performance and imagery of Moods of Norway, we do partly about the customers evaluation of the brand. Following the Possible Measures of Brand create Blocks that is given by Keller (2008, 75), firstly, Moods bring good value for customers.Indeed, they not only provide the clothing products for customer, but also provide a jeopardy to interact with their clothes by inscribing the lore on its inside. Customers receive more value and feel more satisfied by Moods of Norways childs play stories. Secondly, in comparison with standardized goods, fashion collections for the winter are not the similar for the summer and its change over years continuously. Hence, customers judge the brand based on the success of previous products, other customers and especially in designers reputation.By borrowing associations from its high-qualified designers and owners, Moods become trustworthy and credible brand (Keller 2008, 305). People buy their products because they can trust the Moods Boys innovativeness and uniqueness. As mentioned in the case When customers and partner companies sought Norwegian Design, they sought Moods, the brand likability is quite high in Norway. In addition, they always are the leader in domestic market. Hence, Moods actually is the fashion expert in customers eyes in Norway. Finally, Moods of Norway is only company that knowing the lore into the clothes themselves.Because all these stories are true and authentic, consumer feel the clothes more related to them. When customers love the story, they will also think that the product is relevant to buy. Consequently, Scandinavians buy products of Moods because it is superior compared to others. Brand Feelings Clothing products of Moods bring the tenderness to customers by reminding them of old-world, handed-down customs, etc. In addition, the clothes combined traditional Norwegian style and the modern fashion scene (Austin, ODonnell, and Krogh 2009, 2), therefore, it is so fun and exciting for customers.For instance, the image of tractor on the suit is so move and interesting. Especially, Mood Boys often appear in v ivid dresses with the pink search boat. The image of the boy band is not only the designers image, but also is the brand image. They really inspire customers by fun and crazy feelings. Brand Resonance This is the final step of Kellers CBBE model that focuses upon the ultimate human relationship and level of identification that the customer has with the brand (Keller 2001, 15).Based on the cases limited information, in our viewpoint, they have many loyal Norwegian customers with high attachment, especially 15-20 year olds who think Moods of Norway is more successful than StatOil the large Norwegian Oil Company (Austin, ODonnell, and Krogh 2009, 8). Because Moods relies on word of mouth to trade their products, so they should have a great brand community in both online and offline. In addition, to enforce the relationship with customers, Moods must make customers engaged to the brand. They should create more value for frequently customers and satisfy them by organizing some fun act ivities. . Suggested Marketing Programs Moods of Norway are facing two major problems promoting Moods brand to American market and developing clothing line for women. Two following sketch marketing programs are supposed to solve these problems respectively. Promoting Moods brand to American market Firstly, penetrating American market by indirect exporting is very important for new entrant. Based on limited capacity and resources, they must focus on one or two big cities where is lucrative for fashion industries in America (Los Angeles, New York, Chicago or capital of Massachusetts).Now they have one store in Los Angeles but it is not sufficient. They must expand their market share via many distributors and agents. While enhancing the relationship with imaginative Artists Agency, they should get bigger distribution to other important stores. Secondly, making the Moods brand different from other fashion products but still understandable is also essential. That means they must not o nly focus on their uniqueness (adding lore to clothes themselves) but also create more fun and less regional stories about clothes.Thirdly, they have to organize special fashion collections in America as much as possible. They also can use the image of colorful tractor as an association to inspire and make American customers unforgettable. Especially, Moods Boys must appear on American TV, magazines frequently because their awesome appearance affect directly to Moods brands awareness. Using celebrities to endure Moods clothing also increase the customers associations, judgments, and feelings (Keller 2008, 305).Finally, based on analyzing American market carefully, their image should be adaptable to fit American style but still homogeneous in all countries. Expanding the womens clothing line To conquer womens clothing market, Moods should seriously take some actions. First, Moods should improve their products in term of designs so that their products are attractive enough to female customers. Currently, Moods have only two main designers who are specialized in designing mens clothes while womens clothes require different kinds of technical design.Hiring Project Manager Helen Marie Rod who had experience with some famous brands is a good step for expanding womens clothing line. However, to diversify their product, Moods still need to hire extra designers who are experienced in designing for women. Second, for womens clothes, the company should consider adjusting some personalities to fit female clothing market. They can keep their main moods that are fun and happiness, except rock stars and wild moods that are not considered favorable for mass of women.Third, because fashion shows are the primary marketing activity for the company and the shows are effective, Moods should continue this. However, to promote and increase awareness of the womens clothing line, Moods should asseverate a fashion show particularly for women. They should also consider other types o f advertising such as Internet or fashion magazines because those sources can easily access potential female customers. Fourth, in term of distribution, in the beginning, Moods can still combine products for male and female in same stores. Nevertheless, in future, they can divide the stores separately.Finally, yet importantly, Moods should consider selling accessories along with womens clothing line because accessory is a very important part of womens style. Moods may design their own accessory line or cooperate with other accessory brand that fits Moods brand personality. To conclude, Moods of Norway has many favorable conditions to succeed in American market and female clothing line. Based on Kellers CBBE model (2008), we propose two marketing program investments to not only enhance the current brand panorama but also take advantage of potential opportunities to companys expansion.By combining traditional style and contemporary tendencies, then applying proper strategies for bran d building, Moods of Norway could be high successful in the competitive world of fashion. addendum Good quality Nice style Medium-plus price points Mostly for men, 18 35 Music and artist style Clothing, Shoes, Eyewear Resonance Loyalty appendage Feelings Warmness Fun Excitement Imagery Good value trustiness Relevance Superiority Judgments Performance Salience Figure 1 Moods of Norway CBBE profit