Ivey Publishing
KUB: Brand Marketing on New Media
Product Number:
9B20A051
Publication Date:
06/10/2020
Revised Date:
06/10/2020
Length:
10 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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?
Learning Objective:
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.
Issues:
Disciplines:
Marketing
Industries:
Other Services
Setting:
China, Medium, 2009
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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