Online Service Strategy Consulting: Sonystyle.co.kr This project conducted in 2003 was an initiative to develop proposal for the renewal of Sony Style, which is Sony Electronics’ on-line marketing channel. I conducted this project as the team leader during one month, leading two service planners, three designers and two developers. Results of our analysis on project objectives demonstrated that the existing Sony Style Korea site had to undergo renewal to materialize Sony’s brand value and to ensure diverse marketing communications through direct sales. We conducted a wide range of assessment on the Sony’s corporate philosophy, management strategy, analysis of key customers, business viability of existing on-line site, technologies, contents, information design, site design, usability, customer services and so forth. Moreover, we benchmarked competitors and players in the comparable industries, and integrated all the above mentioned data to go beyond the simple direct sales site when it came to the direction of Sony Style site renewal. Instead, we sought to optimize Brand Value and Network Value, and concluded that the customers themselves have to experience the corporate philosophy of Sony as an innovative company. Towards this end, we designed the site’s channels into six core; Showroom (Buy), Library (Learn), Sony station (Entertain), Style-zine (Feel), Special Zone (Share), and Membership (Benefit). In particular, we ensured that the users can experience the corporate philosophy in person by providing new form of on-line magazine or entertainment, based on the theme of Style-zine and Sony station. Team project, Team leader |