slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
What color is your shopping bag? PowerPoint Presentation
Download Presentation
What color is your shopping bag?

Loading in 2 Seconds...

play fullscreen
1 / 36

What color is your shopping bag? - PowerPoint PPT Presentation


  • 87 Views
  • Uploaded on

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).

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'What color is your shopping bag?' - diem


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide3

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)

slide4

total foreign/Jap tourists Rate

Foreign tourists spendingrate

(1 day/1000won)

Koreasyndrome

(source:Korea tourism public office )

(source:Korea tourism public office )

*With Korea syndrome rate of Japanese tourists

is increasing

*41%of foreign tourists are Japanese

*Spending amount of Japanese tourists

in Korea is the biggest

Increase of Japanese tourist

our pie related tourism gets bigger

1.Situation analysis (1)

slide5

Brand preferenceof DFS

TotalM/Sof DFS

(Source:2004 Shilla marketing)

(Source:2004 Korea tourism office)

  • Lotte ranked No1.at brand preference
  • Shilla ranked No3. at brand preference
  • Lotte ranked No1. in M/S
  • Shilla ranked No2. in M/S

DFS market is two mountain composition ‘Shilla DFS’ vs ‘Lotte DFS

1.Situation analysis (2)

slide7

Lotte could even get big brand awareness with their smart tactics

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

slide8

Then, can we solve a problem

if we follow star marketing?

Duplicated strategy could even threaten

our brand identity

slide11

DFS M/Sin Jeju

DFS M/Sin Seoul

Etc 20%

Lotte 35%

Lotte 55%

Shilla65%

Shilla25%

(Source:2004 Shilla marketing)

(Source:2004 Shilla marketing)

preoccupied

preoccupied

Jeju

1988 ShillaDFS open

2000LotteDFS open

Seoul

1986 ShillaDFS open

1980 LotteDFS open

1.Situation analysis (4)

Let’s look at Jeju DFS market situation

Lotte DFS is M/S No1 in Seoul

Shilla DFS is M/S No1 in Jeju

slide13

Age structure of Jeju consumer

Age structure of Seoul consumer

(Source:2004 Shilla marketing)

(Source:2004 Shilla marketing)

20~30s female are the main consumer in Jeju Shilla DFS

20~30s female are the main consumer in Seoul Shilla DFS

1.Situation analysis (5)

Total consumer rate of foreign tourist

Same condition of consumer

at Seoul and Jeju DFS market

slide14

Because of

consumer’s perception

in their mind!

Seoul No1. Lotte

and Jeju No1. Shilla

why is there

a different result

shows between Seoul and Jeju?

Change their perception!

slide15

What have we done

To change their perception ?

slide16

2.Communication analysis (1)

What have we done so far

Failed to attract

consumer to the roof

Korea syndrome studio

Service for domestic

consumer

Valet parking

Failed to distinguish

from other DFS

Wide and luxurious

interior

Located in corner

Discount shop

Similar level of discount

Membership benefit

These efforts weren’t enough to change their perceptions

slide17

2.Communication analysis (2)

Interview

Interview

Interview

Japanese Student _24

Japanese Freelancer _31

Japanese House wife _42

“I saw many

Lotte advertisements, so I shop there”

“Aren’t all DFS similar?

I just go to whatever is

nearby”

“Isn’t Lotte the most famous DFS in Seoul?”

Without distinguished ‘special benefit’,

they will keep going to Lotte DFS

slide18

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

slide19

2.Communication analysis (3) : case study

-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

i pod

succeed with the weapon

specially they own,not a thing what people say important

overcome the handicap of

late starter with inimitable

strategy

slide20

2.Communication analysis (4) : case study

Successful benefit has their own color

slide21

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?

slide22

3.Brand identity concept (2)

We will approach them in golden tone.

slide23

TA rateof Shilla DFS/Lotte DFS

FIT rateof Shilla DFS/Lotte DFS

(Source:2004 Shilla marketing)

(Source:2004 Shilla marketing)

FIT of Shilla DFS is increasing

Shilla DFS TA is decreasing

4.Consumer analysis (1)

Lotte is taking Shilla's TA market Therefore,there is necessity to attract TA

slide24

Age structureof possible consumers

Average hourof shopper in DFS

Sex distinctionin Shilla DFS’s consumer

(Source:2004 Shilla marketing)

(Source:2004 Shilla marketing)

(Source:2004 Shilla marketing)

4.Consumer analysis (2)

Our target is 20-30 female

who staying DFS about an hour

slide25

Purpose of Japanese touristsdfffffffor traveling Korea

Expecting factors at vshopping Korea DFS

(50N Survey 20-30femail)

(source:Korea tourism public office )

Price, interest,convenience, credit is the important factors for choosing duty free shop.

79% of Japanese tourists expect ‘shopping’ when they coming Korea

4.Consumer analysis (3)

So what are the most important factors for 20-30 female TA for choosing DFS?

Necessity to attack the 4 elements in Shilla’s distinguished way

slide26

4.Consumer analysis (4)

Consumer’s profile

Consumer’s profile

Consumer’s profile

  • Female at 20’s
  • Osaka university student
  • Korea syndrome mania
  • Travel in group guide
  • use WWW.google.co.jpSearching engine
  • enjoying new culture shocks
  • go for shopping as a hobby
  • Sensitive in price
  • Female 20’s
  • freelancer
  • prefer economic shopping tour
  • crowed shopping area makes her stressed
  • exchange travel information at on-line community she belongs
  • early adopter
  • sensitive at sale event
  • Female 30’s
  • House wife
  • prefer comfortable than adventure
  • enjoy family unit travel
  • sensitive in price
  • wanting valuable service
  • prefer to shop in relaxed atmosphere
slide27

step1

Give consumers Shilla's special benefit

step2

Conduct a Shilla's stylish golden campaign

step3

Changing consumer’s perception

5.IMC strategy (marketing strategy)

slide28

5.IMC strategy (marketing object)

Step3

International fame

Step2

Changing perception

step1

Special benefit

slide29

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”

slide30

5.IMC strategy (IMC program1)

Advertisement 1 (Listeningcomprehension project)

We can expect association effect by ringing a bell at three relatedplace.

We can be positioned in there unconsciousness.

slide31

5.IMC strategy (IMC program2)

Advertisement 2 (differentiated approach)

slide32

5.IMC strategy (IMC program3)

Promotion 1(differentiated price )

slide33

5.IMC strategy (IMC program4)

Promotion 2 (differentiated interest)

slide34

5.IMC strategy (IMC program5)

Promotion 3 (differentiated convenient)

slide35

5.IMC strategy (IMC program6)

Database from Japan (differentiated source)

*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

slide36

Thank you

Thank you.