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Japanese-Marketing StrategyJapanese-Marketing Strategy
for Shilla Duty Free Shopfor Shilla Duty Free Shop
Analysis Market
SituationConsumer
Competitors& Shilla
Percentage of Japanese visitors
40% (2004)
Total
Japan
Japan
TotalAverage
Growth rate of visitorsAverage 30.6%Japanese 38.2%
2003 2004 2003 2004
Do you go shopping in Korea?(Japanese Visitors)
‘Yes’
Where do you go shopping?(Japanese Visitors)
Duty free shop
89.3% of Japanese go shopping in Korea
40% of Japanese visitorsgo shopping
in duty free shops (excluding Airport duty free shops)
They’re a lot!A lot more
will be coming!
4 out of 10 visit
Duty free shops!
Almost everyone
goes shopping!
* Chart I-1 *Chart I-2
Analysis Market
SituationConsumer
Competitors& Shilla
RelaxationSightseeing
BudgetMeet new people
Pursuit familiar cultureLearn
Tour many placeShort term/FrequentVisit one place again
Deluxe HotelLuxury restaurant
GroupTranquil placeSelf-scheduling
Gift ShoppingBrand product
Exciting TravelEntertainment
QualityAcquaintance
Pursuit new cultureEnjoyStay
Long term/SeldomVisit new places
Don’t care class of hotelPopular restaurant
PersonalFamous placeTravel agency
Shopping for oneselfLocal product
Japanese traveling style:Japanese prefer traveling personally
with acquaintance and pursue new cultural experiences.
Free Individual Traveler
Semi-Package (Air-Tel)
44.6%27.6%27.8%
Package tour
Our target audience who is strongly
influenced by IMC strategy
72.2%
* Chart I-3
* Chart I-4
Interested in Korean Beauty Therapy,And Korean Pop-music
Analysis Market
SituationConsumer
Competitors& Shilla
Core Target Sub Target
30~40 years old Female 20~30 years old Female
4 days 3 days
House Wife College Student / Office Job
Husband (who likes Korean Food) Working associate
Gucci Bag, Korean Food (Kimchi) Clothes, Cosmetics
Relatively Generous Economic
F I T (Free Individual Traveler) Semi Package (Air-Tel Package)
Fan of Yon-sama
Age
Period ofStay (av.=3.1)
Occupation
TravelCompanionShopping
ItemsStyle of
Spending
Travel Type
Etc.
Targ
et P
rofi
le
Stereotype
Analysis Market
SituationConsumer
Competitors& Shilla
Targ
et P
rofi
le
CoreTarget
30~40 years old Female
= Oba-san (old lady) + Alien
So far, economic ‘Thrift’ and‘Obedience’ to their husbands was considered as a virtue.However,recently, they have become more self-conscious.They’re willing to spend their money for themselves.They’ve just started to rebel. NOW, they do what they want to do!
‘Obarian’?
They are spontaneous!
Analysis Market
SituationConsumer
Competitors& Shilla
IMCBudget
Number of outlets
Shilla Lotte
ServiceQuality
Numberof items
Brand Recognition
Undoubtedly, Lotte is No 1. Duty Free Shop in Korea
Lotte & Lotte World31.6% Shilla
16.3%Airport duty free (abroad)
Airport duty free (Korea)
Shilla duty free
Lotte duty free
Lotte world duty free
Walkerhil duty free
Dong Hwa duty free
19%
15.3%
16.3%
20.4%
11.2%
9.9%
7.8%
CustomerPreference
It’sLotteVs.
Shilla!
* Chart II-1 * Chart III-1
Analysis Market
SituationConsumer
Competitors& Shilla
However, Shilla ≠ Lotte
Lotte exceeds Shillain most of the categories
‘Exceeding Lotte’ is unrealistic and
meaningless
Low budgetLimited Outlet(There’s only
1 outlet in Seoul)
Simply enlarging market share is not Shilla’s objective
Create new market demand by repositioning Shilla!
Our objective is not sales No. 1 Our objective is Maximum Profit!
Analysis +α ‘Yon-sama factor’
“Let’s meet at ‘Lotte’ ,We must.”-head copy of Lotte
Yong June, Bae
‘Invincible’ Yon-sama
Typical use of Korean-star marketing
Massive star-power among Japanese
However, already occupied by Lotte
Is there another Korean wave star we can use? Yes, there’re several of them , but…
They’re just No.2 There’s no one else like ‘Yon-sama’
Limitedbudget
‘Me-too’strategy
No. 2 Strategy
Doubtfuleffect
Then, dispose ‘Korean-star marketing’There’ll be another way of using Korean Wave
Analysis +α ‘Korean Wave(韓流 )’
Winter’s sonata( 冬のソナタ ) ‘Yon-sama’ syndrome
AnotherKorean StarTV Drama
Fashion Food
Pop musicSports
Interest onWhole
Korean Culture
Entertainment Culture
Korean StarMarketing
Korean CultureMarketing
Post- Korean Wave
is important issue
Korean wave was initiated byfew spontaneous fans of
Korean pop-culture,but it has become a
cultural phenomenon
Now Japanese peoplehave a favorable attitude towards
overall Korean culture. From now on, the issue is
how can we continue and develop
this phenomenon.
Key No.1 Service
3.4
3.6
3.8
4
4.2
4.4
Visitor’s Customer Satisfaction in Korea (Shopping, Service)
Relatively High satisfactory rate on service: Russia, USA, Germany, England, Canada
Japan shows lowest satisfaction on Shopping Service in Korea
Japanese customers have high standardsabout service!Service
Price & Product
Times of visit
AGE 30~40And above
AGE 20~30
The older they are,The more chance of them re-visiting Korea,
The Quality of Service is important!
* Chart I-5
* Chart III-2
Key No.2 Post-Korean Wave Repositioning Shilla!
Korean Wave Star Marketing
Shilla=
Korean Culture
Shilla
Lotte
Yon-sama (Star-marketing)
No.1
CrowdedPopular
Korean Sentiment
Comfortable
No.1 Service
Biggest
Pop-culture
Tranquil
High-quality
Luxury, Noble
Key No.3 Luxury/Mystical
Marketing
Low Accessibility is Another weak-point of ShillaShilla is located in
Jang Choong-Dong Not easy to find
Lotte is located in Myung-Dong
Very convenient
55.2% of Japanese Visits Myung-dong
But what if we reverse the thinking?
“Shilla is not easy to find(not as easy as Lotte)
Because it’s not for everyone
It’s like a Hidden Treasure once you find it,
You are going to think it’s worth a visit…”
Shilla supports \10,000 for Taxi fee. Did you know that?
Let them move!Let them discover!
Use their spontaneousness!8.2% of Japanese
Visits Nam-san
Curiosity
?
Service
Luxury/Mystical
MarketingKorean Wave
Entertainment Culture
High Quality
Curiosity
Obarian
3 Key Points
“ Find Your Treasure ” Luxury
Precious
Valuable
Mysterious
Adventure
Treasure Island
Shilla Kingdom
Spontaneous Yours
Only
Exclusive
Discover
Your OwnAction
Jewel
Not ‘His’Or ‘Hers’
Rela
ted
Imag
es
Hidden
Main Concept
MarketingObjective
Meaning
Low brand awareness is a weak point of Shilla No.1 Priority Raise brand awareness!
Shiranakatta( しらなかつた ) – “didn’t know”+ ‘ ! ’ mark
Targets Lotte customers and other potential customers
Intent Make them think “I missed something” “What if I knew Shilla?”
“There’s a lot of benefit that I didn’t know”Shiranakatta! Shilla.
IMC strategy Ad Campaign Step 1. ‘ Shiranakatta! Shilla. ’
Find your treasure
Expected Effect
The words ‘Shiranakatta’ and ‘Shilla’ rhymes Easy to remember, brand recognition effect
How to do A lot of information is actually not well known.
Describe detailed “information” and “facts” about Shilla.History, Location, Brand, Service,
Renewal, Atmosphere, Membership etc.
It’s such
a pity!
You didn’t know
?Shiranakatta! Shilla.
IMC strategy Ad Campaign Step 1. ‘ Shiranakatta! Shilla. ’
Find your treasure
11stst 34.2%34.2%22ndnd
16.7%16.7%33rdrd
10.8%10.8%
Above4Above4thth 38.3%38.3%
65.8%68.7%
‘‘No’ No’ 4.7%4.7%
‘‘Don’t Don’t know’ know’ 26.6%26.6%
‘‘Yes’ Yes’ 68.7%68.7%
Do you want to visit Korea again?
How many times have you visited Korea?
They want to visit Korea again!
They actually visit Korea again!
Long – term marketing is important.Make them visit Shilla again!
Step 2. もう1度 (Mo ichi do)… Shilla = One more time… Shilla
Mo ichi do ( もう 1 度 )…
Shilla.
IMC strategy Ad Campaign Step 2. ‘One more time.. Shilla. ’
Find your treasure
* Chart I-6 * Chart I-7
Expected Effect
Repositioning Shilla as a Duty free shop with High-Quality Service
How to do
Make them think “Why do they visit Shilla again?”“What’s special about Shilla?”
MarketingObjective
Intent
Customers will recognize Shilla as a prestigious duty free shop brand loyalty will increase
Story-telling advertisement“I’ve been to Shilla and I experienced an
unforgettable serviceI want to go there again…”
- by Japanese narrator in her 40’s
Mo ichi do ( もう 1 度 )…
Shilla.
IMC strategy Ad Campaign Step 2. ‘One more time.. Shilla. ’
Find your treasure
MarketingObjective
Intent
Expected Effect
How to do
Shilla as a ‘must-visit’ place
Make them feel “I really have to go there”
Successful long-term relationship with customersEmphasizing Shilla’s superior membership system
“According to…” type advertisement. reputation-based advertisement.
Narrator (a Japanese husband) wonders “Why my wife always wants to visit Korea?”
and “why my wife always visits Shilla whenever she goes to Korea?
So one day I asked her, according to her…”
Shilla,Whenever I visit Korea…
IMC strategy Ad Campaign Step 3. ‘Shilla, whenever I visit Korea… ’
Find your treasure
What is your source of traveling information?
InternetTravel agency
By recommendation Magazine/travel book/booklet
Magazine/Newspaper AdTV/Radio AdTV program
Newspaper article
37.1%18.8%17.7%14.7%
8.60.90.40.3
Internet is the No. 1 source of information
37.1%
Why is it important?
As ‘FIT’ type of travel is getting more popular, the internet isgetting more influencial
‘Korea duty free’‘ 韓国免税店’
‘ 韓国の免税店’
Nothing comes up about Shilla!
Let’s search!Search Word
IMC strategy Internet Marketing
Find your treasure
* Chart I-8
IMC strategy Internet Marketing
Internet Event
Banner Ad
Contents
AccessibilityPreoccupyinternet
search engines result list No.1
of ‘‘ 韓国の免税店’
Yahoo JapanLycos Japan
InfoseekGoo
FresheyeExcite
Increase of
Visitors!
Random-timeE-coupon
Various kind ofGuerillacoupon
VisitAgain
& Again!
Famoustravel-
informationweb sites
Reinforce more detailed information and
easy accessibility
Find your treasure
IMC strategy Customer Service
Membership
X-mas / New year Card
Guide Book
Send X-mas cardannuallyto Japan
(For VIPs, hand-written by Shilla staffs )
Thoughtful service
Korean culture map (Theaters, museums, etc.)
Korea culture news page(Performance schedules)
20-30sMore
discount
30-40sMore
mileage,service
D-card S-card
SpecialMembership
Service
Useful Information
Recruit Japanese staff Comfortable, familiar environment
Find your treasure
IMC strategy
In-flight commercial
Sponsorship
A Japanese husband complains,“Why my wife always wants to
visit Korea?”And
“why my wife always visits Shilla whenever she goes to
Korea?” according to her(…)”
Story-typeIn-flight Ad
Enjoy KoreanCulture!
Korean traditional performanceKorean pop-music concert
MusicalPlay
Classical music concertDiscount or Sponsor
Guerlainspa
(in Shilla hotel)
Discount or Sponsor
Relax&
Well-being
Etc.
Find your treasure