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Reference: IMD-7-2009

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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?
Keywords Strategy
Settings Asia
1MORE
2013 - 2016
Type Field Research
Copyright ©2018
Language English
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Reference: IMD-7-2009

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