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Jin O. Chung Creative Brand Strategist Work Samples
Jin O. ChungCreative Brand Strategist
Work Samples
People often ask me how I ended up where I am today.
I wanted to be a physical chemist because I wanted to learn about how everything works and make sense out of chaos. Th ings do not get more fundamental than electrons and protons. Then I worked as an analytical chemist for a pharmaceutical company.
While I loved science, I wanted to be more than just a scientist. So I went to business school to challenge myself. There, I learned how to manage projects and read financial statements.
Then I studied brand management and marketing communications. It was exposure to a whole new world where I was encourage to think and solve business problems creatively. So after graduating, I decided to attend VCU Brandcenter.
This is where my story begins...
Jin O. ChungCreative Brand Strategist
804-787-0148 | [email protected]
EDUCATIONVCU BRANDCENTER, Richmond, VAMS Candidate in Creative Brand Management - May 2012 (Expected)CBM curriculum combines the fundamentals of a traditional MBA, the strategic elements of business and marketing, and real-world experience working with creative teams to develop brand strategies that solve business problems with heavy emphasis on team collaboration.CASE WESTERN RESERVE UNIVERSITY WEATHERHEAD SCHOOL OF MANAGEMENT, Cleveland, OHMasters of Business Administration - May 2009• Developed and presented brand analysis and recommendations for a billion dollar brand• President of Healthcare Management and Bioscience Club (2008)VIRGINIA COMMONWEALTH UNIVERSITY, Richmond, VABachelor of Science in Chemistry - May 2004Co-authored “Phospholipid Bilayer Free Volume Analysis Employing the Thermal Ring-Closing Reaction of Merocyanine Molecular Switches” published in the Journal of Physical Chemistry (2004)
BRANDCENTER EXPERIENCENAUTICA SEGMENTATION STUDY• Conducted primary and secondary research on industry and consumer• Recommended strategic initiatives for Nautica to reclaim leadership in fashion industry
CUSHMAN SCOOTERS BRAND REINTRODUCTION• Researched industry and potential targets • Provided new positioning, packaging, and non-traditional promotions for reintroduction of Cushman into scooter market
COTY, INC. FOR PRODUCT DEVELOPMENT• Developed a concept for a new fragrance brand for Coty Prestige brands• Researched and identified a target for new fragrance brand• Provided marketing outlines for the product launchOther Projects/SkillsSimmons, Screeners, Online Surveys, Focus Groups, Personal Interviews, Discussion Guides, Competitive Reviews, Brand Positioning, Brand Extensions, Planogram, Brand Stories
PREVIOUS EXPERIENCEVIRGINIA COMMONWEALTH UNIVERSITY, Richmond, VAGraduate Assistant (01/2011 - Present)• Analyzed national database regarding all graduate programs and created reports for the Dean of Graduate Studies at VCUUNIVERSITY HOSPITALS CASE MEDICAL CENTER, Cleveland, OHPatient Care Advocate (06/2008 - 05/2009)• Conducted one-on-one interviews in persons to gather information• Coordinated multi-departmental efforts to solve problems and conducted follow up interviews• Analyzed collected data every week and produced a report for senior managementsSCOTTCARE CORPORATION, Cleveland, OHMarketing Associate (06/2008 - 12/2008)• Conducted sales analysis and marketing budget planning• Coordinated new product development across various department• Conducted market research and competitive analysis for three product lines• Assisted in creating training program for new sales teamPHARMACEUTICAL PRODUCT DEVELOPMENT, INC. (PPD), Richmond, VASenior Scientist (09/2004 - 07/2007)• Analyzed large set of data from experiments and created reports for clients
INTERESTSAsian culture, Movies, NY Yankees, LA Lakers, Manchester United, Tennis, Table Tennis, Cooking, Sandwiches, Traveling, Board games, Musical, Fluent in English and Korean
Contents
Nautica Segmentation Study
Lay’s Creative Brief
Coty, Inc. Product Development
Cushman Scooters Product Reintroduction
Creative Brief
AssignmentIncrease the consumption of Lay’s Classic Potato Chips among potato chips aficionados
What’s driving this assignment?To highlight naturalness and simple ingredients of Lay’s Classic Potato Chips. With focus on constant innovation of flavors by potato chips producers, Lay’s Classic Potato Chips face stiff competition even within the same company.
Who are talking to?Potato chips aficionados who value taste over calories
How do they feel about potato chips?- I love potato chips and am proud of it- I don’t care about the calories; only taste matters- I only buy the best tasting chips for myself
CompetitionsCompetition is intense in potatochips category. Consumers are faced almost endless options in potato chips aisles of a grocery store. New flavors and spices are introduced almost constantly.
What do they think about Lay’s
What do we know?- Nothing not to like about Lay’s
- 73% of potato chips lovers eat Lay’s when it is around them- Safe at party• 52% of people eat Lay’s only at social events such as parties • Lay’s is the top choice for people to bring to BYOB and BYOF parties
What did we uncover?“Lay’s is for somebody else.”
People buy Lay’s Classic Potato Chips for other people rather than for themselves. They consider Lay’s Classic to be a safe snack to take to a party because no one really has an opinion about it. When buying it for themselves, they would prefer the special ones that have distinctive personality. They buy the ones that they think defines them such as organic, light, or kettle-cooked.
What is the single most important message in this communication?Embrace the Classic side of potato chips
How does this message add personality to the brand?With potato chips companies inventing new flavors and new twist to old recipes, being a classic can be an advantageous position just like Coca-Cola Classic. Lay’s has been emphasizing naturalness of its products through campaigns such as Happiness is Simple. By reminding consumers that Lay’s is classic, Lay’s can emphasize that Lay’s Classic Potato Chips are made the way potato chips are supposed be made.
Segmentation Study
Course: Quantitative ResearchTeam Members: Brian Jang, Mena Xiong, Kayleigh Ma
Challenge: Select a brand and segment potential target
ObjectiveDevelop female consumer segments for Nautica. Evaluate and recommend the segments that would most benefit the brand.
Initial Thoughts•Nautica has not been popular since 90’s•Americana = boring?•Do they still make women’s clothing?•Return of classic Americana fashion
Key Insights• Fashion is infectious and there is a group who are leading the charge.• Remixing fashion is a part of my authentic voice.
“Fashion is a language and clothes are my vocabulary.”
Competition
$4.98 billion $2.10 billion $0.11 billion
4229 Lookbook references
94 Lookbook references
717 Lookbook references
1.9 million Facebook Likes30K+ Twitter Followers
650K Facebook Likes11K+ Twitter Followers
90K Facebook Likes1K+ Twitter Followers
Similar products but not so similar sales results and cultural impacts
Why Styleholics?
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Others The Styleholics
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Others The Styleholics
Total U.S. Female Population (%) Total Spend: Apparel, Accessories, and Beauty (%)
Nautica needs to focus its effort on getting attention of female shoppers. Not just any female shoppers but a segment of shoppers we are calling the “Styleholics”. These are women that consider themselves to be fashion conscious and spend more than $1,000 on clothing in a year. Although they only account for 38% of the total
female population, they account for almost 70% of total spending on apparel, accessories, and beauty.
In order for Nautica to be relevant again, it needs to get the “Styleholics” involved with Nautica.
The Gossip Girl / 22 yrs / $47,000 “I love learning about fashion and I love blogging about fashion”The Gossip Girl’s love for fashion comes from intellectual curiosity. She has her own fashion blog and is in continuous dialogue with brands and with online fashion conscious people who look to her for advice. When she shops, she shops with a mission. She looks for clothing that she can utilize to influence others. She thinks of fashion as an intellectual challenge. She find new trends, translates and remixes the trend into her wardrobe, and makes her followers more receptive for the trend.
The Rebel Wears Prada / 25 yrs / $30,000 “I create my own style.”The Rebel’s love of fashion comes from innovation. When the Rebel goes out she wears what she wants. She doesn’t care what anyone thinks and it doesn’t matter to her whether she’s going outside barefooted or if she’s wearing 7-inch heels. Instead of a venture at the mall, she’s at the museum. She’s influenced by culture at large and uses fashion to personally interpret that culture. She comes home not to a closet, but a design studio where she makes fashion out of non-fashion.
The Sex & the City Sophisticate / 44 yrs / $100,000 “I have the 2011 Marc Jacobs collection already.”The Sophisticate’s love of fashion comes from prestige. She is influenced by high-end brands and the runway. Shopping is her personal runway and she must make a statement. She dresses her best regardless of whether she’s dining at the Ritz or spending five hours walking at the mall.
The Miss Breakfast at Tiffany's / 33 yrs / $68,667 “I live great, I look great”
The Miss Breakfast at Tiffany’s love for fashion comes from the admiration she gains from her peers. She has it all: the nice car, a house in the suburb, a successful career, and a perfect family. On top of that, she always looks classy and put together. She cares about fashionable, quality clothing that is mainstream. To her, fashion is but a pleasurable hobby.
The Resourceful Project Runway Girls / 27 yrs / $50,000 “I want the most for my fashion dollar.”
The Resourceful Project Runway Girl’s love for fashion comes from the satisfaction of getting the absolute most for her fashion dollars. She enjoys being fashionable, but price is a major deciding factor in her clothing purchases. She is always on the hunt for the best bargains without sacrificing style or digging too deep into her pocket.
The Styleholics
Why talk to Gossip Girl?•The Gossip Girl is the superconnector of the Styleholics market.•Remixing fashion is a part of my authentic voice.
For these Styleholics, fashion is their language. It communicates their moods and the feelings of the wearers. It expresses who they are to the world and to themselves. Among those Styleholics, the Gossip Girls have the largest vocabulary and are able to express themselves the most clear and unique way possible.
Strategy
To be a part of the Gossip Girls’ vocabulary.
Nautica needs to reminds the Gossip Girls that Nautica can enrich their vocabulary and that Nautica stands for discovering the balance between the classic side and the original side of their fashion personality.
Tactics
“Traveling Shirt” ContestWorking with different bloggers to see how Nautica can be integrated into fashion wardrobes.
“Virtual Fit-in”The Gossip Girls love to learn about fashion. During fit-ins, selected Gossip Girls will be invited to witness the fit-in virtually and will be able to interact with designers.
“Pop-up Shop”Go to where these Gossip Girls shop. Pop-up shops can be set up in select cities (such as New York) in trendy locations to attract attention of Gossip Girls.
A New Fragrance Concept
Course: Introduction to Brand ManagementTeam Members: Nadia Hyder, Monique Simpson, Archana Mahadevan
Challenge: Product development
ObjectiveTo develep an innovative concept for a new fragrance brand for Coty, Inc. that can stand apart and define the leading edge of today’s cultural revolution.
Initial Thoughts
This is an industry dominated by “me-too” and celebrity driven products.
The current tone of advertising is almost indistinguishable from one brand to another. They are all focused on being sexy and attracting attention.
Coty Today
• 23.7% market share• Total revenue in 2009 - $3.5 billion• 34% of total revenue from the US• 48% of total revenue from prestige brands
More importantly, Coty has rich history born out of drama. And so, we want to restore that sense of drama. Coty’s production history inspired us. Their early perfumes exuded elegance and celebrated a woman’s sense of class. Like L’origan. L’ambre antique, even at that time, honored sophistication of things from the past. We wanted our brand to have aspects of nostalgia, drama, and classical themes to capture some of the original spirit and also to diversify their line.
Inspiration: Classic Films
Classic films are important cultural artifacts. They carry with them those qualities that we want to capture: nostalgia, drama, a story, and a memorable personality. Why do these film elements matter? Because they make the consumer feel emotionally connected with characters portrayed in the movie.
Out of many classic films, we were especially inspired by the movie West Side Story. It is a multi-themed movie that is timeless and we wanted to focus on the character of Maria, which inspired our brand essence.
Some traditional
valuesHopeful
Independent thinking
Stubborn at times
Yearning Curious
Belief in oneself
Whimsical Brave
curio: curious [or] a rare, novel object
Concept: Celebrating Inner Beauty
It is inspired by West Side Story and other classic movies where women were celebrated for more than their outwards appearance. Their spirit, conviction and strength were all showcased and appreciated. We have set out to design a perfume where inner beauty is celebrated. Women in today’s society who embody these classic ideals need to be recognized and uplifted, and our perfume is the invitation to this celebration.
TargetLuxury perfume users who draw confidence and an increased sense of self-esteem from using luxury brands. They are well-educated with $50K+ household income; almost 50% own more than two different brands of perfumes. Approximately 7% of the female population falls into this category.
Consumer InsightWomen want to be spoken to in their own language.
Strategy
Be the brand that speaks women’s own language.
Every other products in the industry is talking in the same tone and conveying the same message. That message is that they need to change andbe someone else. We will be the fresh voice in this noisy market that speaks to women as equals. We will be the brand that celebrates who these women are and not who others think they should be.
TacticsSpokespersonWe have chosen Michelle Williams as our spokesperson for Curio. She is someone who we believe embodies the idea of the modern day Maria with her independent spirit and fearlessness.
Youtube ContestWe will create Youtube contest where contestants upload video ofthemselves singing one of thesongs from the musical the West Side Story.
Flash MobsWe will orchestrate Flash mob of hired actors performing songs from the West Side Story in the malls.
Distribution and Pricing
•Specialty Stores such as Sephora•Departments stores such as Macy’s and Nordstrom
Prestige Line1.7oz - $403.4oz - $60
Challenge: Brand Reintroduction
Course: Introduction to Brand ManagementTeam Members: Paul Davis, Vann Madison
Positioning Statement
The commuter solution that adds time to your day.
Industry OutlookAfter experiencing growth in sales due to rising prices in gas, the sales have declined due to the recession. The usage is shifting from high-end toy to primary transportation. Currently the foreign scooter makers dominate the market (Honda, Yamaha, and Vespa).
Objective•To reintroduce Cushman Scooters to the scooter market •Position, package, and non-traditionally promote new product
OpportunityNeither driving nor public transportation offer any significant advantages for the daily commuter as both methods eat away at commuters’ time and money. These people are in need of a new mode of transportation.
Cushman can provide a dependable, affordable, highly customizable electric scooter made in the U.S.A. to a market that is filled with similar looking scooters with similar capabilities.
Target - Scommuters54 million - the number of Americans who could benefit from using scooter in their daily lives (18+ yrs old and drive less than 2,500 miles a year)
Electric | Customizable | U.S. Made
“The Cush”Classic, unique Cushman designLess than one cent per mile fuel costRange of 65 miles at 35 mph, SRP $3,299
Commuters spend on average an hour waiting for publictransportation through out the day. Cushman has the opportunity to place Scommuter Sites in these locations.
A Scommuter site is a place to rent scooters (think: Zip Car). By doing this, Cushman gives commuters a third commuting option, allowing them to cut out public transit when it doesn’t offer a direct route. This will give them more time in their day.
Our campaign focused on the fact that using Cushman gives you more time in your day. It introduces “the 25 hour day.”
Buzz will be generated through ambient advertising at various public transit and commuter routes throughout the city that encourage a conversation with the brand via Twitter. “What would you do with an extra hour in your day? Tell us on twitter: @ScommuteATL” for example. These commuters will then tweet things they would do with their extra time, such as spend more time with their family, learn a new language, or get their pilot’s license. Ads will also include a QR code that links to the website for more information.
The 25 Hour Day Campaign
Projected Costs and Revenue
International Motorcycle Show Costs$1400 per booth per show$17,000 initial materials cost$1100 operation and transportation per showTotal cost for trade shows @ 9 shows:$39,000
First Year ROITotal costs: $1,133,500Total revenue: $4,643,872 to $6,329,600ROI: 5.01% to 6.58%
5 year planWith 29,000 scooters sold in the US in 2010, we can expect 5.5% market share with no growth rate in the sector. Pike Research anticipates a global growth rate of electric scooter sales between 9% and 17.8%. With steady market share, we can estimate the following yearly sales revenues:Year 2: $5,748,866 to $6,217,955Year 3: $6,266,264 to $7,324,751Year 4: $6,830,278 to $8,628,557Year 5: $7,445,003 to $10,164,440
Scommuter Rental SitesStart-up Costs$1,610 per scooter (based on $3,299 SRP with an industry standard 41% margin and 17% dealer mark-up)5 Scooters x 10 locations x $1,610 = $80,500
Site Costs$160 per month (avg. price of comparable parking space)$160 per spot x 10 spots per city = $1,600 per month per cityOverhead (for equipment, personnel, repairs) $4,000Total operation cost for 3 cities per month = $16,000
Advertising Costs$3,000 per month for ambient ads$44,000 per month to occupy 25% of ad space per train$40,000 per month in BART, MARTA, and Metro stations$87,000 advertising cost per city per month$14,000 per month PR management via TwitterTotal ad spend for 3 months = $822,000
Revenue from Scooter SalesAfter interviewing local scooter dealers, we found that minimum orders for scooters are 10 units. When another U.S. company launched an electric scooter (for SRP of $10,000), 160 dealers placed initial orders.
$2,738.17 x 10 scooters x 160 dealers = $4,381,072
However, the industry standard is to publish the retail prices for revenue which will be $5,278,400
Revenue for Scommuter Rental Sites$2 per hours to rent (with less than a cent per mile fuel cost, we’ll keep rental in line with other commuter options)At an 80% rental rate, we can expect:120 scooters x 12 hr per day x 365 x $2 = $1,051,200At 40%: $525,600 At 20%: $262,800
