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Marketing Strategy Evaluation and Recommendations for Casetify: Personalized Phone Cases in the Chinese Market
- 1 Polyu Speed
* Author to whom correspondence should be addressed.
Abstract
Casetify specializes in personalized, fashionable, and highly protective mobile phone accessories, with markets spanning across the United States, China, South Korea, and Australia. This article analyzes Casetify's marketing strategy and proposes improvement suggestions. Market segmentation, target market, positioning, and the 4P marketing mix are based on the STP model for products, prices, channels, and promotions. By combining public data, theoretical definitions, and market reports for analysis, Casetify has been provided with a clear direction for development. Through product line expansion, market promotion, and product optimization, the brand's influence in the Chinese market has been enhanced. Casetify has successfully attracted young consumers through collaborations with celebrities and internet celebrities, collaborations, and strong social media marketing. However, there is still room for improvement in the market of Chinese Mainland. Its product line lacks coverage of brands such as Xiaomi and Huawei, which limits market expansion. To optimize the strategy, it is recommended to develop more products targeting the Chinese market, such as customized cases that support Xiaomi phones or brand collaborations to attract young users, as well as advertising on platforms such as WeChat to increase exposure.
Keywords
Casetify, Marketing Strategy, STP model
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Cite this article
Wu,K. (2025). Marketing Strategy Evaluation and Recommendations for Casetify: Personalized Phone Cases in the Chinese Market. Advances in Economics, Management and Political Sciences,166,107-112.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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