KUB: Brand Marketing on New Media
(9 pages of text)
Hangzhou Kub Baby Products Co. Ltd. (Kub), an e-commerce company established in 2009, sold maternal and child products. After a decade of development, Kub had earned praise from customers for the high-value, high-quality, and cost-effective products it sold, but the company's own brand, KÜB, remained less well known. In July 2018, Kub launched a three-day brand marketing campaign, called "KÜB×Tmall Happy Day," which largely relied on new media. The event was successful with increased brand effectiveness; however, new media was increasingly fragmenting marketing and brand awareness. How could Kub maintain its brand success in that context?
The case is suitable for graduate- and postgraduate-level courses concerning brand marketing on new media. After completing the case and assignment questions, students will understand the following:
- The motivation of brand enterprises to choose new media marketing.
- The decisions involved in building a new media marketing strategy.
- The general process of implementing new media marketing.
- The measures needed to maintain the long-term benefits of brand marketing under the threat of media fragmentation.
China, Medium, 2009
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