Momo New York: Repositioning the Brand

Authors
Nakato Hirakubo, Quang Nguyen, Craig Davis
Region
North America
Topic
Entrepreneurship
Marketing & Sales
Length
3 pages
Keywords
marketing
Marketing Mix
marketing strategy
fashion retailing
small business
Segmentation
Targeting
Positioning
ethnic marketing
Copyright Holder
Society for Case Research
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

Nick Oda was a marketing consultant hired by Momo Ltd, a lingerie manufacturer based in Tokyo, Japan. The company had two lines of products: Momo New York, wired-push-up bras for petite Asian women, and Momo 2, comfortable non-wire bras designed for young women. Nick’s challenge was to improve brand awareness for the Momo brand to target a new marketing segment, Chinese Americans. He was also tasked with recommending improved positioning, considering Momo’s online and brick-and-mortar stores were competing against each other.

Learning Outcomes

In completing this case, students should be able to: 

1. Evaluate segmentation and positioning strategies for fashion brands. (L01) 

2. Distinguish between branding and product strategies. (L02) 

3. Create conceptual recommendations to position a brand. (L03) 

4. Discuss the ethical implications of using ChatGPT to create conceptual ideas. (L04) 

5. Recommend tactics to improve brand awareness. (L05) 6. Develop a strategy to create a synergy between online and brick-and-mortar stores. (L06)