All Publications
Ref: IMD-7-2009

Case study

Reference: IMD-7-2009

Order this case study

Related topics:

Browse all topics

1More: From original design manufacturer to self-owned brand

 Winter Nie

By Professor Winter NieWinter Nie

The founders of 1MORE came from Foxconn. The know-how and expertise they inherited from Foxconn helped lay solid foundations for 1MORE. 1MORE started as an Original Design Manufacturer of earphone and then built its own brand of earphone. The initial efforts to sell the self-owned brand headphones in the Chinese market were not so effective. Exploring a roundabout strategy, the company successfully introduced 1MORE headphones in the US market. The overseas recognition was an advantage it could leverage in the domestic market, yet it still faced fierce competition. What kind of marketing strategy should 1MORE adopt to break into the Chinese market?

Learning Objective

  1. How to segment a market for a product perceived to be hard to be differentiated
  2. The majority consumers normally buy one pair of earphones for all occasions. How to convince the consumers of buying several pairs for different uses?
  3. How to create demand and cultivate loyalty using social communities?
KeywordsStrategy
SettingsAsia
1MORE
2013 - 2016
TypeField Research
Copyright©2018
LanguageEnglish
Order this case study

Reference: IMD-7-2009

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact our Information Center for additional information on IMD publications

Case study

Reference: IMD-7-2009

Order this case study
Looking for something specific?
See all case studies

Keep reading

Back to top

IMD Chemin de Bellerive
23 PO Box 915
CH-1001 Lausanne
Switzerland
Tel: +41 21 618 01 11
[email protected]
www.imd.org

Copyright © 2006-2021 IMD - International Institute for Management Development. All rights, including copyright, pertaining to the content of this website/publication/document are owned or controlled for these purposes by IMD, except when expressly stated otherwise. None of the materials provided on/in this website/publication/document may be used, reproduced or transmitted, in whole or in part, in any form or by any means, electronic or mechanical, including photocopying, recording or the use of any information storage and retrieval system, without permission in writing from IMD. To request such permission and for further inquiries, please contact IMD at [email protected] Where it is stated that copyright to any part of the IMD website/publication/document is held by a third party, requests for permission to copy, modify, translate, publish or otherwise make available such part must be addressed directly to the third party concerned.