Moods of Norway

Moods of Norway plate indicated many interesting issues relating to put up manage ment study. In this paper, first, we out byplay twain key argufys that Moods be approach, then test the put up posteriord on CBBE pyramid, and ultimately suggest both food commercialiseing programs that the order should invest. 1. Key ch eachenges The first challenge facing Moods of Norway is overdrawing the business to U. S. This is always a productive hardly risky prospect for e in reality(prenominal) firm, including Moods of Norway. The company with free styling wants to just go to the U. S. and see what happens (Austin, ODonnell, and Krogh 2009, 15). However, U.S. trade genius of the close difficult markets in the demesne has many implicit challenges for Moods. Firstly, their defacement is miniature-known in United States. Therefore, they need to base on the local sales agents and distributors in the U. S. Although they had a five-year contract with CAA the leading en dowment playd agency their pro equalise will opine on the CAAs success that is impact by the fit between the two companies. For example, CAA has not many experiences with distributing expression products. Secondly, the U. S. customers preferences in color, fabric, size, etcetera be distinct from Norse customers.Moods products must(prenominal) be adaptable. This means they abundant power need other suppliers and manufacturers to change their products. Finally, the most difficult question for the company is how they tender be ferociouser their companys ideal to the States and convince U. S. customers to get their products establish on that thought. Because they combine Norwegian character and ordinary stories into their purpose that makes their product be unusual and get ahead in Norway, and then it is not easy to translate it for the customers away the country. Even if they grass illustrate their stories clearly, non-Nordic customers whitethorn not be enkindle in those products.As Dahlkvist expressed, they should do the design in the U. S. , to real(a) get a feel for what moves virtually in that country and how to do it (Austin, ODonnell, and Krogh 2009, 15) but observable risks will go on them from doing it. The second key challenge that Moods should cast is expanding the womens array line, which is withal a great opportunity. Mens app bel accounted for 70% of Moods sales firearm women denounce much in general. Thus, there is an opportunity for growth here. However, Moods should seriously shell out the challenge they will buttock. First, womens array market is more than(prenominal) competitive than mens clothing market.The market is truly fragmentise with many competitors representing different elbow rooms in all price segments. Many dirts support been most for a long time and assume gained customers loyalty. It will be difficult for Moods to bow the market in any segment. Second, womens clothing ports be more conglomerate with different types of clothe. slice mens clothes be express with rough popular types such as fonts, shirts, and T-shirts, womens clothes have a enormous range of types from dresses, blouses to skirts, cardigans, etc. To generate sales, the designs must be much diversified and stiff changeable.Thus, around Moods adjustments are necessary, and Moods may face a dilemma of how to keep the moods anomalous while diversifying the way of lifes to generate r correctue. Third, purpose womens clothes requires different techniques. The two principal(prenominal) designers of Moods finickyized in designing mens clothes, which is simpler than womens. Hence, the company needs to take up extra experienced designers for womens line. However, even with extra designers, keeping the look and life style image of womens clothing in line with the rest of the company pass along is gloss over a challenge for Moods. 2. Moods of Norway brand audit pit SalienceBrand salience m easures awareness of the brand (Keller 2008. 60). Although Moods management team is interested in expanding as a life style brand, people still think of as it a shape brand, which chiefly focuses on male clothing. However, the brand reached a very spirited aim of awareness in Norway where 85% of its sales happened. One of the evidences is that when customers and quisling companies sought Norwegian Design, they sought Moods (Austin, ODonnell, and Krogh 2009, 5). Moods of Norway is a mien leader in the country that even Norwegian constabulary Department approached Moods to design their uniforms.This high school level of awareness partly thanks to the little competition Moods has to face in Norway. Moods too used some other powerful ways to raise the awareness. One of those is the counterfeit show, which was the mammothgest means event in Norway. other(a) contributors to the high awareness are the bump boat and the image of 3 owners as a rock passel. Brand instructi on execution The product itself is at the heart of brand equity and brand mathematical process describes how sound the product or service meets customers serviceable needs (Keller 2008, 64). Following is Moods brand performance measured by some attributes and benefits.Regarding aboriginal ingredients and supplementary features, Moods is doing hygienic with choosing fabric from partners in Paris and Istanbul, who countenance the best materials for Moods collections ground on the requirements of quality, color and even style of button. This leads to the peachy quality of final products, which economic aid Moods sell them at medium-plus price range. In confines of style and design, Moods products are unique and favorable in male clothing market because it reflects not only(prenominal) the moods of mutant and happiness but as well as the style of cultural tales that Norwegians love.However, Moods still need to cleanse designs in womanish market, which is still the decrep it point of the company. In addition, service is as well as an grand part contributing positively to performance of brand. It seems that Moods has not pay much attention to customer service. This could be a shortcoming point for Moods to perform well in the highly competitive market like US market. Brand vision Brand imagination links of importly 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 demand to be maintained between broaden their target group and remaining a cool brand (Austin, ODonnell, and Krogh 2009, 13). Second, regarding obtain and usage situations, Moods products are nearly moderate with T-shirts and suits but cover a blanket(a) range of situations that people arouse wear. The situations are suggested by the companys three original clothing lin es, which are cocktails, avenue and casual. Moreover, the designers similarly make effort of generating rude(a) ideas by imagining scenarios requiring special clothes.Third, Moods brand has a favorable personality that is cool, amusement, and happy. This also cooks determine 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 piss the uniqueness for their products. Moods clothing lines tell their authentic, true and real story of Norwegians heritage. The story layers have great prise in getting customers to glide by time thinking about Moods products, which is advanced for remembering the brand (Austin, ODonnell, and Krogh 2009, 3).Although this concept is highly roaring in Norway, it is very difficult to apply to other markets. This requires Moods to scram another story to tell in US market. Brand Judgments Brand Judgments and Brand Feelings are both of brand re sponses that leaven the straightlaced customer responses to this brand credit and brand meaning (Keller 2008, 60). From the performance and imagery of Moods of Norway, we know partly about the customers rating of the brand. Following the Possible Measures of Brand building 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 chance to interact with their clothes by inscribing the recognition on its inside. Customers regain more value and feel more satisfied by Moods of Norways fun stories. Secondly, in comparison with standardized goods, fashion collections for the winter are not the selfsame(prenominal) for the summer and its change over geezerhood continuously. Hence, customers judge the brand based on the success of previous products, other customers and in particular in designers reputation.By borrowing associations from its high-qualified designers and owners, Moods become sure and credible brand (Keller 2008, 305). People misdirect their products because they john 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 eye in Norway. Finally, Moods of Norway is only company that designed 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, S spatedinavians buy products of Moods because it is superior compared to others. Brand Feelings Clothing products of Moods bring the warmness to customers by reminding them of old-world, handed-down customs, etc. In addition, the clothes combin ed 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 surprising and interesting. Especially, Mood Boys often appear in vivid dresses with the pink fishing 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 ringing This is the final step of Kellers CBBE modelling that focuses upon the ultimate affinity and level of naming 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 Stat oil color the large Norwegian Oil Company (Austin, ODonnell, and Krogh 2009, 8). Because Moods relies on word of blab to merchandise 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 encounter them by organizing some fun activities. . Suggested merchandise Programs Moods of Norway are facing two major(ip) problems promoting Moods brand to American market and exploitation clothing line for women. Two pursual brief selling programs are so-called to solve these problems respectively. Promoting Moods brand to American market Firstly, penetrating American market by indirect exporting is very grievous for new entrant. Based on limited capacity and resources, they must focus on one or two big cities where is profitable 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 Creative Artists Agency, they should get big distribution to other important stores. Secondly, do the Moods brand different from other fashion products but still understandable is also essential. That means they must not only 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 impressive appearance touch directly to Moods brands awareness. utilise celebrities to endorse Moods clothing also step-up the customers associations, judgments, and feelings (Keller 2008, 305).Finally, based on analyzing American market carefully, their image should be adaptable to fit Amer ican 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 distaff 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 terminal 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 strike extra designers who are experienced in designing for women. Second, for womens clothes, the company should go through adjusting some personalities to fit womanly 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 legal age of women.Third, beca use fashion shows are the primary marketing activity for the company and the shows are effective, Moods should breed this. However, to promote and increase awareness of the womens clothing line, Moods should hold a fashion show particularly for women. They should also consider other types of advertising such as Internet or fashion magazines because those sources can easily access effectiveness 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. Base d on Kellers CBBE model (2008), we propose two marketing program investments to not only elevate the current brand position but also take advantage of potential opportunities to companys expansion.By combining traditional style and contemporary tendencies, then applying proper strategies for brand building, Moods of Norway could be high successful in the competitive world of fashion. appendix &8212&8212&8212&8212&8212&8212&8212 Good quality Nice style Medium-plus price points Mostly for men, 18 35 Music and artist style Clothing, Shoes, Eyewear rapport Loyalty Attachment Feelings Warmness summercater Excitement Imagery Good value Trustworthiness Relevance Superiority Judgments doing Salience Figure 1 Moods of Norway CBBE profit