Winix: 2014 new channel strategy
Angela Kim and Kyoungsuk Lee
Campaign details
Brand Owner: WinixLead agency: McCann SeoulBrand: WinixCountry: South KoreaIndustry: Cleaners, detergents, air careMedia: Direct marketing; Internet - display; Magazines - consumer; Point-of-purchase, in-store; Print - general, unspecified; Radio; Television; Television - direct responseBudget: 5 - 10 million
Market background and cultural context
Winix, a Korean brand, was the pioneer brand for dehumidifiers in Korea. It had the No.1 position, not only in sales but brand awareness and brand equity in the dehumidifier category (Source: Brand...