Marketing Strategy for Black'smith

Black'smith Bakes Stories Marketing strategy awarded in Delicious Idea Contest 2012

Seonghoon Park

Concept

Problem

02 03

Process

Insight

Food + Story

Franchisee + Story

Black'smith Bakes Stories

Marketing Strategy for Black'smith

04

Solution

01

Situation

Competition Market

Preference

01 Situation

Korean Foodservice Market

We have a strong desire for Jjak. The Food

Love Town is crowded with people seeking

their own Jjak. The richer people become,

the more desired for a variety of cultures.

Parody of Jjak (The Mate)

Koreans are seeking for not just eating food, but for a variety of cultures

02 Problem 03 Insight 04 Solution

\ 68 trillion


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30

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50

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1990 1995 2000 2005 2006 2007 2008 2009 2010

Foodservice sales and expenditure portion (Source : Statistics Korea)

Foodservice (left, \ trillion)

Foodservice/Food expanditure (right, %)

Koreans are increasing their spending in Foodservice outlets.

Foodservice expenditure portion of food is rising to 47.6%.

An average annual growth

rate of 8%▲

Koreans are seeking for Foodservice outlets

01 Situation 02 Problem 03 Insight 04 Solution


The people who came this time in the Food

Lovetown are different from the past. The

chatty Italians and the Koreans in the grip of

the romantic atmosphere. They no longer

see Japanese.


Koreans are changing preference for Foodservice outlets


11.6%


0

2

4

6

8

10

12

14

2009 2010 2011 2012

Preference of Foodservice outlets (Source : The Food Service Management)

Italian restaurants Japanese restaurants

Koreans feel intimate with garlics and tomato sauce.

Women prefer congenial and lovely atmosphere.

Increasing preference of

Italian restaurants

Koreans prefer Italian restaurants in the romantic atmosphere


More and more Italians, however, are

eagerly entering Food Lovetown. Can they

find their own Jjjak?


Intensifying Competition

A lot of Italian restaurants are entering Foodservice market


Intensifying Competition

Coffee Pizza Restaurants

Italian restaurants

Existing brands are expanding into Italian restaurants


New Brand Black’smith

S W

O T

• Caffebene distribution networks

• Management know-how

• Aggressive Marketing

• Stereotype of Caffebene

• Low brand awareness

• Low brand identity

• Extensibility of the stores

• Growing Foodservice market

• Growing preference for Italian Food

• The deteriorating economy

• Foodservice market saturation

• High cost of celebrity marketing

Black’smith is entering the saturated Foodservice market

An Italian is entering Food Lovetown,

holding a cup of coffee at Caffebene.

His name is Black’smith.


Top Competitors

Madforgarlic smells especially garlic.

People seem to love it, saying

“A garlic? It’s good for health.”

The most popular for dating

Brand Ranking (surveyed by COLA Report)

19%

13% The sophisticated brand image

Madforgarlic is succeed in differentiating the brand in the market

The successful differentiation


Top Competitors

Outback is the most attractive man,

leading natural and useful talks.

The most popular restaurant

Brand Ranking (surveyed by COLA Report)

29%

19% The best brand image

Outback is fortifying the brand identity for leading the market

The successful identity


“Why do I have to love you?”

What kind of marketing strategy is needed

for differentiating the brand identity of

Black’smith?


for Differentiation

Stories establishing emotions play a key role of differentiation

“Companies that add ‘stories’ to their

brands are better able to gain a point

of differentiation by establishing an

emotional connect with consumers.”

“Our emotions are intimately involved

in the rational decisions and choices

we make.”

Howard Gardner (the psychologist professor at Harvard University)

Rolf Jensen (the author of The Dream Society)


for Brand Identity

Black’smith is not only Italian restaurants but also cultural space

Caffebene is not only coffee shops but also cultural space


Differentiating the Brand Identity

Story Fired pizza

Black’smith bakes stories

Cultural space

Baking Black’smith

Smith


Differentiating the Brand Identity

Black’smith

Story Customer

Story

Food

Franchisee

Giving a new meaning Sharing

Making a story of food menu

and local franchisees

Having customers share

their stories.

Communication


The value of products will depend on the story they tell.

Rolf Jensen, The Dream Society

“ ”

Strategy for Food Story

New Menu Each menu has a story (history, person, culture, locality)

Existing Menu Add a new meaning of identity to existing menu through a story 2

1


Strategy for Food Story

Chicken Marengo

The dish was first made after Napoleon defeated the Austrian army at the Battle of Marengo at Marengo south of Turin,

Italy, when his chef Dunand foraged in the town for ingredients (because the supply wagons were too distant) and

created the dish from what he could gather. Napoleon enjoyed the dish so much he had it served to him after every

battle and when Durand was later better-supplied and substituted mushrooms for crayfish and added wine to the

recipe, Napoleon refused to accept it, believing that a change would bring him bad luck.

e.g.)


Expected Effect of Food Story

Fortified the brand identity as Italian restaurants Possible to get out of the just franchisee image)

Imprinted attractive stories Customers can have a pleasant experience when choosing the menu 2

1

Impact of sharing stories Customers can talk about stories to each other 3


“You shall prepare for me a mulberry omelette just like the one I

enjoyed fifty years ago.”

At that time, the king fled day and night at war until he came to a hut

in a dark forest. An old woman lived there and cordially bid him the

mulberry omelette. He was overcome by a wonderful feeling of

solace and new hope.

“If you are unable to gratify my desire, you shall die.”

The cook replied.

“Your Majesty, you should summon the executioner without delay.

Of course I know the secret of the mulberry omelette. (…) For how

could I spice it with all the tastes you enjoyed in it on that occasion:

the dangers of battle, the vigilance of the pursued, the warmth of the

hearth and the sweetness of rest, the strange surroundings and the

dark future.”

(Walter Benjamin, Gesammelte Schriften)

How can we expand

customers’ experience

before at Black’smith?

Once upon a time there was a king who could call all the

power. One day he summoned his personal cook.


>>001 Local Stories in Each Franchisee

Associate a franchisee with local

stories such as cultural space, tourist

attraction, cinemas and festivals near

it

Each franchisee will have its own local

stories, with the result of differentiation

Story Contents

Culture Festivals, Tradition, Thematic villages, Historical sites,

Monuments, Buildings, Arts, Crafts

Nature Mountains, Beaches, Rivers, Forests, Picturesque,

Animals, Plants

Industry Well-known stores, Markets, Shopping malls,

Industrial sites, Filming sets

Facilities Exhibitions, Theaters, Cinemas, Stadiums, Sport

facilities, Recreational facilities, Tourist attraction

Education School events, College festivals


>>001 Local Stories in Each Franchisee

Deoksu Elementary School

Seoul Museum of Art

Seoul Museum of History

Sejong Center for the Performing Arts

Cinecube (Movie Theater)

Cheonggye Stream

Sports center

Kyobo Book Centre at Gwanghwamun

Gyeonghuigung Palace

British Council

Daewoo E&C

Dongwha Duty Free Shop

Black’smith Franchisee at Gwanghwamun e.g.)


>>002 Promotion for Local Stories

Promotions for customers who showed

their picture of experiencing local stories

Did you enjoy your date today?

Black’smith at Gwanghwamun offers discounts

for customers who took a picture of dating in

Cheonggye Stream.

“

”


>>003 Sharing Customers’ stories

Customers show their pictures of local stories

on SNS with a tag of Black’smith

Offer additional discounts if customers upload

their pictures in Black’smith as well

Customers talk about their pleasant daily life

with Black’smith

Awesome! Today, I’m also gonna date with my girlfriend in Cheonggye Stream! I can not wait for eating pasta!

Although I don’t have a girlfriend, I will eat Chicken Marengo with my comrades!

Wow~ After playing near Black’smith, then I can get a discount?

My all friends have full schedules … Is there anyone who can eat pasta together? I know good dating places near Black’smith. Please, click like. I’m lonely…T^T

Nice! Can you go to Black’smith next week? I will buy you! I need a superman to carry my bag :D


Expected Effect of Local Stories

Daily Life

Time

Black’smith Time

Stories expand customers’ emotional experience to Black’smith

Stories


Black'smith Bakes Stories

Thank you

Date post:	12-Apr-2017
Category:	Marketing
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