What color is your shopping bag?
1.
Situation analysis(1-5)
2.
Communication analysis(1-4)
3.
Brand identity concept(1-2)
4.
Consumer analysis(1-4)
5.
IMC strategy (marketing strategy)
(marketing object)
(IMC program1-6)
1.Situation analysis (1)
total foreign/Jap tourists
foreign tourist
Foreign tourists spending
Rate
Japanese tourist
18000
(1 day/1000won)
Japanese
140
16000
rate
European
NorthAmerican
120
14000
100
12000
10000
Korea syndrome
8000
80
60
6000
40
4000
20
2000
0
0
2002
2003
2004
Japanese
(source:Korea tourism public office )
*With Korea syndrome rate of Japanese tourists
is increasing
*41%of foreign tourists are Japanese
European
NorthAmerican
(source:Korea tourism public office )
*Spending amount of Japanese tourists
in Korea is the biggest
Increase of Japanese tourist
our pie related tourism gets bigger
1.Situation analysis (2)
Brand preference
of DFS
Total M/S
of DFS
70%
60%
58%
Dong hw a
13%
50%
etc
7%
40%
30%
18%
20%
17%
Lotte
58%
Shilla
22%
7%
10%
0%
Lotte
Airportdfs
Shilla
etc
(Source:2004 Shilla marketing)
(Source:2004 Korea tourism office)
•Lotte ranked No1.at brand preference
•Lotte ranked No1. in M/S
•Shilla ranked No3. at brand preference
•Shilla ranked No2. in M/S
DFS market is two mountain composition
‘Shilla DFS’ vs ‘Lotte DFS
But there is a big gap
1.Situation analysis (3)
Why does a big gap exist?
Shilla DFS
Lotte DFS
Concept
*Korea No1. luxurious hotel
duty free shop
*The most popularized duty free
shop in Korea with friendly image.
Strong
*Luxurious interior
*Korean sentiment
*The image of ancient empire
*Valet parking service
*Big model star marketing
*Good at approach ness
*High preference
Weak
*No active marketing strategy
for foreign consumer
*Low at approach ness
*Low awareness
*Not luxurious
*Crowded atmosphere
*Store positioned at 10th floor of
the department
Lotte could even get big brand awareness with
their smart tactics
Then, can we solve a problem
if we follow star marketing?
Duplicated strategy could even threaten
our brand identity
Is there a no way to reduce a big-gap between
Lotte and Shilla?
There is a one answer
1.Situation analysis (4)
Let’s look at Jeju DFS market situation
DFS M/S
in Jeju
DFS M/S
in Seoul
Etc 20%
Lotte 35%
Shilla65%
Lotte 55%
Shilla25%
(Source:2004 Shilla marketing)
preoccupied
(Source:2004 Shilla marketing)
preoccupied
Jeju
1988 Shilla DFS open
2000 Lotte DFS open
Seoul
1986 Shilla DFS open
1980 Lotte DFS open
Lotte DFS is M/S No1 in Seoul
Shilla DFS is M/S No1 in Jeju
Do you think there are two different consumers
Between Jeju and Seoul?
1.Situation analysis (5)
Total consumer rate of foreign tourist
Age structure of Jeju consumer
40%
40%
38%
35%
34%
35%
30%
30%
25%
25%
22%
20%
20%
14%
15%
10%
5%
Age structure of Seoul consumer
10%
4%
16%
15%
30~40
40~50
15%
7%
5%
0%
0%
10~20
20~30
30~40
40~50
10~20
20~30
(Source:2004 Shilla marketing)
20~30s female are the main
consumer in Jeju Shilla DFS
(Source:2004 Shilla marketing)
20~30s female are the main
consumer in Seoul Shilla DFS
Same condition of consumer
at Seoul and Jeju DFS market
why is there
Because of
a different result
consumer’s perception
shows between
Seoul and Jeju?
in their mind!
Seoul No1. Lotte
and Jeju No1. Shilla
Change their perception!
What have we done
To change their perception ?
2.Communication analysis (1)
What have we done so far
Korea syndrome
studio
Valet parking
Wide and luxurious
interior
Discount shop
Membership benefit
Failed to attract
consumer to the roof
Service for domestic
consumer
Failed to distinguish
from other DFS
Located in corner
Similar level of discount
These efforts weren’t enough to change their perceptions
2.Communication analysis (2)
Interview
Interview
Interview
Japanese Student _24
Japanese Freelancer _31
Japanese House wife _42
“Isn’t Lotte the most
famous DFS in Seoul?”
“I saw many
Lotte
advertisements,
so I shop there”
“ Aren’t all DFS similar?
I just go to whatever is
nearby”
Without distinguished ‘special benefit’,
they will keep going to Lotte DFS
2.Communication analysis (3) : case study
Let’s take a look about succeeded benefit
-1947start as a Malaysia regional airline
(10 aircraft, 6000staff)
-overcome late started handicap with
distinguished strategy
1.Focused on economy class service
2.embody free drink and blanket service
3.traditionally costumed uniform.
1995 ‘year of airline of Asia’ award
2000 Ranked #3 world best airline
overcome the handicap of late starter
with inimitable strategy
2.Communication analysis (3) : case study
i pod
overcome the handicap of
late starter with inimitable
strategy
-late starter in mp3 market
-technology of making hard disk
Approach high up-to-dated mp3 market with
distinguished weapon
1.bigger size,bigger memory!
2.not special sound and function but
special design and interface
3.selectable color options, and fashionable
2004 i pod(mini) started to sell
2005 Jan. make a 80%of America market
succeed with the weapon
specially they own,not a thing
what people say important
2.Communication analysis (4) : case study
Successful benefit has their own color
3.Brand identity concept (1)
We should tell our prepared benefits ‘in shilla’s own way’
Image of
Ancient Empire
Korea
sentiment
Luxurious
What color does Shilla DFS has?
3.Brand identity concept (2)
We will approach them in golden tone.
4.Consumer analysis (1)
FIT rate
TA rate
of Shilla DFS/Lotte DFS
Shilla
Lotte
70%
60%
Shilla
70%
Lotte
62.60%
55.90%
60.20%
of Shilla DFS/Lotte DFS
60%
56.50%
50%
50%
40%
40%
30%
30%
54.10%
50.50%
27%
20%
16%
18%
20%
25%
24%
20%
10%
10%
0%
0%
2002
2003
2004
(Source:2004 Shilla marketing)
FIT of Shilla DFS is increasing
2002
2003
2004
(Source:2004 Shilla marketing)
Shilla DFS TA is decreasing
Lotte is taking Shilla's TA market
Therefore,there
is necessity to attract TA
4.Consumer analysis (2)
Average hour
Age structure of possible consumers
40~49
19%
30~39
30%
over50
9%
of shopper in DFS
1h~2h
20%
etc
5%
20~29
42%
1h
75%
(Source:2004 Shilla marketing)
Sex distinction
in Shilla DFS’s consumer
female
91%
male
9%
(Source:2004 Shilla marketing)
Our target is 20-30 female
who staying DFS about an hour
(Source:2004 Shilla marketing)
4.Consumer analysis (3)
So what are the most important factors for 20-30
female TA for choosing DFS?
Purpose of Japanese tourists
dfffffffor traveling Korea
90%
80%
etc
2%
83%
79%
70%
Expecting factors at
vshopping Korea DFS
convenience
30%
60%
price
38%
50%
40%
28%
30%
26%
20%
credit
10%
10%
0%
shopping
sightseeing
food
este
(source:Korea tourism public office )
79% of Japanese tourists expect
‘shopping’ when they coming Korea
interest
20%
(50N Survey 20-30femail)
Price, interest,convenience, credit is the
important factors for choosing
duty free shop.
Necessity to attack the 4 elements in Shilla’s distinguished
way
4.Consumer analysis (4)
Consumer’s profile
Consumer’s profile
Consumer’s profile
Female at 20’s
Female 20’s
Female 30’s
•Osaka university student
•freelancer
•House wife
•Korea syndrome mania
•prefer economic shopping
tour
•prefer comfortable than
adventure
• crowed shopping area
makes her stressed
•enjoy family unit travel
•Travel in group guide
•use WWW.google.co.jp
Searching engine
•go for shopping as a hobby
•exchange travel information
at on-line community she
belongs
•Sensitive in price
•early adopter
•enjoying new culture shocks
•sensitive at sale event
•sensitive in price
•wanting valuable service
•prefer to shop in relaxed
atmosphere
5.IMC strategy (marketing strategy)
step1
Give consumers Shilla's special benefit
step2
Conduct a Shilla's stylish golden campaign
step3
Changing consumer’s perception
5.IMC strategy (marketing object)
Step3
Internationa
l fame
Step2
Changing
perception
step1
Special benefit
5.IMC strategy (IMC program)
1.Advertisement
“Listening comprehension project”
“guerilla noticing project”
3.Database from Japan
“trend watcher project”
2.Promotion
“excuse me it's on sale project”
“golden stage project”
“shiny noisy project”
5.IMC strategy (IMC program1)
Advertisement 1 (Listening comprehension project)
We can expect association effect by ringing a bell at three related place.
We can be positioned in there unconsciousness.
5.IMC strategy (IMC program2)
Advertisement 2 (differentiated approach)
Event
“guerrilla noticing project”
Location
google.co.jp, the most famous portal site in
Japan,MPR,POP
Method
*conduct a banner ad on google.co.jp,MPR,POP
*tone and manner- luxurious gold
Expectation
* fastest way to notify the campaign of Shilla
*raise awareness of Shilla DFS
5.IMC strategy (IMC program3)
Promotion 1(differentiated price )
Event
“excuse me it's on sale project”
Method
*Ring a bell everyday PM4-5 as a sign for golden
campaign
*5%(VIP+5%,silver+5%) more sale addition
Expectation
*Preoccupy Niche market with golden chance
promotion, we can lead their shopping course
5.IMC strategy (IMC program4)
Promotion 2 (differentiated interest)
Event
Method
Expectation
“golden stage project”
*Han bok dressed woman greet in the front door
*Offer gold traditional Korea letter paper to consumer who purchase
over500$
*We put a gold Korean letter decoration on the stairs.
*Active ad for discount shop
*Set up a Korea syndrome studio on the roof
ex:exhibition of drama famous pieces
ex:winter sonata wall, old boy backroom, brotherhood quarters,
ex:photo sticker machine which has Korea movie scene background
ex:sales of Korean movie DVD
ex:set up a multivision playing music video all the time
1.Lead a favorable feeling towards us
2.Cover the weakness of location
3.Induce a customers to buy
4.Make a Shilla as a famous place for Japanese tourist
(non-stop service shopping)
5.IMC strategy (IMC program5)
Promotion 3 (differentiated convenient)
Event
“shiny noisy project”
Location
Myeong dong , dong daemun.
Method
*Make a shuttle bus with golden tone wrapping.
*Runs it for free
(wrapping with a image of Shilla dynasty)
*Overcome a low approach ness
*Lead their interest As a moving advertisement.
Expectation
Lead their interest by visual symbol
Favorable impression on shilla
5.IMC strategy (IMC program6)
Database from Japan (differentiated source)
Event
“trend watcher project”
Location
Each district in Japan
Method
Expectation
*make a Korean student studying in Japan as a trend watcher
*catch a demanded code from young mass
*use it as a marketing source of Shilla DFS
*gets faithful information from direct generation
*easy to catch a very changeable consumer’s needs
Thank you
Thank you.
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