Value Proposition of Lativ

lativ

I use 2011 as a divide to separate lativ into two different eras. For lativ old and new ears, lativ shares the same brand personality, which are -

1. Casual & Comfy

2. Basic & Daily Wear

Firstly, before 2011, the value proposition is focused on

1. Made in Taiwan: give a chance to Taiwan garment industry

2. Natural material: provide high quality goods with competitive price

Based on the value proposition, I make the analysis in 5 perspectives, which are -

1. Superior attribute

2. CSR - corporate social responsibility

3. Value

4. Marketing Skill

5. Brand -

a. Brand awareness

b. Brand identity

c. Brand extension

In the perspective of Superior Attribute, lativ use following ways to achieve

1. Made in Taiwan

2. Taiwan brand

3. Simple, easy and comfy design:

a. Design particularly fits to Taiwanese figures

b. Professional photo shooting

c. Suggest the chic dress combination by professional photos.

4. System Solution: complete collection for woman, men, and children.

In the perspective of CSR, lativ take following action to achieve -

1. Create the work opportunities for middle ages.- reduce the unemployed rate

2. Support Taiwan garment industry - through "Made in Taiwan" strategy.

In the perspective of Value, lativ -

1. Creating a cost advantage with MIT image

2. No-frill product with basic design

3. Operations: through internet order only.

4. Scale economies: consumers would buy more basic and daily wear to create the economic scale quantities.

5. Low cost culture: use internet sale to cut the store maintenance cost.

6. Perceived value: MIT with competitive price.

In the perspective of Marketing Skill,

1. Emotional marketing: linked with "I love Taiwan"

2. Enhanced the value of Made in Taiwan and supporting Taiwan garment industry

3. Use the governmental resources.

In the perspective of Brand, I separate the analysis in 3 directions -

1. Brand Awareness:

a. Brand association with MIT

b. Product category: for everybody in the family

c. Breath of product line: for women, men, and kids

d. Emotional and self-expressive benefits: I Love Taiwan

e. Experience: competitive price with related high quality.

2. Brand identity

a. Brand Position: simple and basic design with competitive price, daily wear

b. Brand differentiator

(1) Bonded with MIT

(2) I