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C O N T E N T S. CHAPTER 1. CHANCE IS COMING !!. CHAPTER 2. FOR THE SATISFACTION OF SIX SENSES. CHAPTER 3. IMC STRATEGY. C H A P T E R 1. OVERVIEW. DECREASE OF FOREIGN TRAVELER. BUT. INCREASE OF SOUTHEAST ASIAN FIT. CHANCE IS COMING !!. WHO IS OUR CUSTOMER?. - PowerPoint PPT Presentation
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MARKETING STRATEGY FOR INTERNATIONAL MARKET
FOR THE SATISFACTION OFSIX
SENSES
C O N T E N T S
FOR THE SATISFACTION OF SIX SENSES
IMC STRATEGY
CHAPTER 2
CHAPTER 3
CHAPTER 1
CHANCE IS COMING !!
C H A P T E R 1
OVERVIEW
CHANCE IS COMING !!
DECREASE OF FOREIGN TRAVELER
INCREASE OF SOUTHEAST ASIAN FIT
WHO IS OUR CUSTOMER?
BUT
COMPETITOR ANALYSIS
246,965221,017
289,496290,050288,425
ENVIRONMENTAL ANALYSIS
DOMESTIC TRAVELER : 11.0% INCREASED
FOREIGN TRAVLER : 23.7% DECREASED
OUTBREAK OF THE IRAQ WAR
TRAVELERS IN JEJU ISLAND : 4,913,390 PEOPLE >>> COMPARED WITH THE PREVIOUS YEAR 8.8% INCREASED
&S A R S
BUT
CRISIS
SALES AND PROFITS AT THE FIRST HALF OF 2003 IN THE SHILLA HOTEL : 10.5%, 32.9%
DECREASED
WORLD ECONOMY DEPRESSION&
1999 2000 2001 2002 2003
1584
1983
1243 1158
406
761
2172
1827
3859
29373065
1001
1689 1585
2154
1646
674
1183 1055
14681699
1903
4166
2833
0
500
1000
1500
2000
2500
3000
3500
4000
4500
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
20032002
2003 2002 VARIATION (%)
TAIWAN 9,893 940 + 952.4HONKONG 5,173 7,838 - 34.0SINGAPORE
8,762 11,363 - 22.9
THERE WAS DECREASE IN HONGKONG AND SINGAPORE TRAVELERS WITHIN NARROW LIMITS, BUT A NUMBER OF TAIWANESE TRAVELERS RAPIDLY INCREASED BECAUSE OF THE NON-STOP FLIGHT TO TAIWAN.
INCREASE OF SOUTHEAST ASIAN TRAVELER
CHANCE
BUT CHANCE IS COMING !!
ENVIRONMENTAL ANALYSIS
WHO IS OUR CUSTOMER?
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
'96 '97 '03
GROUP TOURFIT
INCREASE OF FIT
TRAVELERS TO JEJU AT THE AGE OF 30~40 : 54 %
INCREASE OF TRAVELER FOR STAY IN SEOKUIPO
28%25%5%
26%16% 20 AGES
30 AGES40 AGES50 AGESETC
20%25%
39%
0%5%
10%15%20%25%30%35%40%45%
2001 2002 2003
CHANCE
AS THE NUMBER OF TRAVELER FOR STAY IN SEOKUIPO INCREASES, THE SHILLA JEJU SHOULD FOCUS ON CREATING AND PROMOTING A NEW SERCIVE FOR SOUTHEAST ASIAN FIT AT THE AGE OF 30~40 !
WHO IS OUR CUSTOMER?
LUXURY AND ENVIRONMENT-FRIENDLY IMAGE OF THE SHILLA JEJU
SOUTHEAST ASIAN FIT( FREE INDIVIDUAL TRAVELER ) AT THE AGE OF 30~40
CORE TARGET CUSTOMER
BOBOS•NEW ELITE IN THE DIGITAL AGE
•RICH BOURGEOIS IN THE ECONOMIC LIFE
•CHARACTER WITH FREE AND ROMANTIC MIND
•CONCERNING ABOUT THE NATURE AND PURSUING WELL-BEING LIFE
•PAYING MUCH MONEY FOR BUYING WHAT THEY LIKE, BUT NOT BEING LAVISH
HOTEL INDUSTRY: COMPETITORS
JEJU LOTTE HOTEL • SPECIAL THEME SHOW : VOLCANO FOUNTAIN SHOW
• IN-HOTEL SIGHTSEEING: HO-BAN-BOAT WINDMILL LOUNGE
• SPLENDID ARCHITECTURE DESIGN
• BACKGROUND OF POPULAR SOAP OPERA
HYATT REGENCY HOTEL
• THE FIRST LUXURY SPA IN JEJU
• STRONG BRAND IMAGE: ONE OF WORLD’S LARGEST AND WELL-KNOWN HOTEL CHAIN, HYATT HOTELS & RESORTS
• COZY ATMOSPHERE AND GREAT SEA-SIDE VIEW
COMPETITOR ANALYSIS
THE SHILLA JEJU
INTERNAL CAPACITY
•WIRELESS INTERNET ACCESS SERVICE AND LAP-TOP PC RENTAL SERVICE•GUERLAIN SPA : WILL BE OPENED ON MARCH 2004•STORY GARDEN : 10 SPECIFIC SECTIONS IN STORY GARDEN•VARIOUS EVENTS : DIGITAL PACKAGE EVENT, HONEYMOON EVENT, WELL-BEING EVENT ETC•ACCUMULATED KNOW-HOW OF CUSTOMIZED SERVICES •ONLINE-BOOKING SERVICE : SIMULTANEOUS RESERVATION OF FLIGHT AND CAR RENTAL ON THE SHILLA JEJU WEBSITE
C H A P T E R 2
OVERVIEW
FOR THE SATISFACTION OF SIX SENSES
ENGRAVED ON
SHEART
EXPERIENCE
SIGHT SMELL
TASTETOUCH HEARING
TRAVELSERVI
CE
ROOM SERVIC
E
FOOD SERVIC
E
SPA SERVIC
E
MEDITATIONSERVICE
『 FOR THE SATISFACTION OF SIX SENSES』 SERVICE
THIS SERVICE COMBINES HOTEL SERVICE WITH SOUTHEAST ASIAN BOBOS’ LIFE STYLE. IT BRINGS OUR CUSTOMER INTO THE WORLD OF NEW EXPERIENCES. HEREBY, SIX SENSES MEAN HUMAN’S 5 BASIC SENSORY ORGANS. ANOTHER IS THE HEART WHICH AT LAST GATHERS AND STORES EXPERIENCES FROM BASIC 5 SENSORY ORGANS. BOBOS DIRECTLY EXPERIENCE THIS SERVICE BY BASIC 5 SENSORY ORGANS, ENGRAVE ON THE HEART, AND WILL REVISIT THE SHILLA JEJU.
HEART
SIGHTSMEL
LTASTE
TOUCH
HEARING
CORE TARGET CUSTOMER : SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40
FOR THE SATISFACTION OF SIX SENSES
SIGHT
FOR THE SATISFACTION OF SIX SENSES
• MAKING NEW SECTION FOR BOBOS FIT ON THE SHILLA JEJU WEB SITE FOR PROVIDING THEM WITH TRAVEL INFORMATION
ONLINE TRAVEL INFORMATION SERVICE :PROVIDING CUSTOMIZED TRAVEL INFORMATIONLAB-TOP PC RENTAL SERVICE AND FREE ACCESS TO MOBILE INTERNET SERVICE IN THEIR OWN ROOMS
SPECIFIC CHARACTERISTICS OF BOBOS’ TRAVEL : NO GROUP TOUR, NO FIXED SCHEDULE, PERSUING NEW EXPERIENCE, ENJOYING ADVENTURE AND WEB SURFING
• SERVICE WHICH ENABLES BOBOS TO PLAN FOR THEIR OWN TRAVEL SCHEDULE AND TO SEE THE NEW LOOK OF JEJU
『 SEE THE NEWNESS !!』
ONLINE SERVICE OVERVIEW
SIGHT
WEB USER’S BEHAVIOR
INFORMATION FLOW
REGISTER IN WEB SITE : •ENTER THE PERSONAL INFORMATION,INTERESTS ABOUT TRAVEL AND HOBBY•CREATE ID & PASSWORD
DATA COLLECTION & ANALYSIS
SENDING CUSTOMIZED TOUR INFO BY CUSTOMER’S E-MAIL
JEJU ISLAND TOUR INFORMATION SEARCH SERVICETRANSPORTATION RENTAL RESERVATION SERVICEWEB COMMUNITY SERVICE & CHAT SERVICE
LOG-IN
CUSTOMIZED UP-TO-DATE INFORMATION
LEGEND
NEW SECTION ON THE SHILLA JEJU WEB SITE
FOR THE SATISFACTION OF SIX SENSES
SMELL『 FOR YOUR GOOD SLEEP』
FOR THE SATISFACTION OF SIX SENSES
• COMFORTABLE TRAVEL THROUGH A GOOD SLEEP• INCREASING CUSTOMER’S SATISFACTION DURING THE WHOLE TRAVEL• PROVIDING THREE KINDS OF AROMA CANDLE AND A GUIDEBOOK ON AROMA SCENT IN THE ROOM
SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : ENJOYING ENERGETIC TRAVEL & HAVING INTERESTS IN WELL-BEING LIFE
AROMA CANDLE SERVICE : CRANBERRY, LAVENDER, ROSEMARY SCENT
FOR THE SATISFACTION OF SIX SENSES
TOUCH『 FEEL THE RELAXATION OF YOUR BODY』
GENERAL SPA : FOR DISPELLING STRESSAESTHETIC SPA : FOR SKIN CARE
YOGA & JAZZ DANCE CLASS
FREE 『 AVEDA』 PRODUCTS:ENVIRONMENT-FRIENDLY COSMETIC BRAND
SPA PACKAGE
SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : HAVING AESTHETIC SENSE WITHOUT NEGLECTING TO INVEST IN ONESELF ONLY USING ENVIRONMENT-FRIENDLY COSMETIC BRANDS.
• PACKAGE SERVICE USING GUERLAIN SPA WHICH WILL OPEN MARCH, 2004• PACKAGE SERVICE TO ENHANCE THEIR OWN AESTHETIC VALUE• OFFER THE TIME TO RELIEVE THE FATIGUE FROM DAILY LIFE & TRAVEL
TASTE『GOOD START !!』
FOR THE SATISFACTION OF SIX SENSES
• WHOLEFOODS AND INDIGENOUS FRUITS OF JEJU FOR BREAKFAST• LOW FAT MILK & TEA FOR DRINK
SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : ENJOYING WELL-BEING LIFE ENVIRONMENT-FRIENDLY CHARACTERISTIC
THE WELLBEING MENU FOR BREAKFAST
•MAIN DISH : PUMPKIN PORRIDGE, MUSHROOM YOGURT, AND OATMILL MADE OF CEREALS & SEAWEEDS
•DESSERT - HERB TEA
• SPECIAL BREAKFAST FOR WONDERFUL TRAVEL & HEALTHY LIFE
- GREEN TEA
- ORANGE FROM JEJU - LOW FAT MILK
HEARING『 BEING LOST IN MEDITATION』
FOR THE SATISFACTION OF SIX SENSES
MEDITATION:
• INSTALLING SPEAKERS AND PLAYING RELAXING MUSICS IN THE BATHROOM TO ENJOY BATH WITH AROMA OIL
• SET UP THE AUDIO SYSTEM AT THE SPECIAL PLACE WHERE DO YOGA AND MEDITATE IN FITNESS CENTER
• WITH 『 SMELL』 SERVICE, EXTEND CUSTOMER’S NORMAL LIFE TO TRAVEL • PURIFYING CUSTOMER’S STRESS AND TENSION
SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : PERSUITING THE PEACE OF THEIR OWN BODY AWAY FROM THE CITY
CLUB MEMBER SERVICE• ISSUING 『 BOBOS CLUB』 CARD• SENDING DM MONTHLY• DISCOUNT BENEFIT• EASY HOTEL RESERVATION SERVICE
FOR THE SATISFACTION OF SIX SENSES
HEART『 ENGRAVED ON HEART』
• MAKING CUSTOMER KEEP FRIENDLY RELATIONSHIP WITH THE SHILLA JEJU• INCREASING BRAND LOYALTY OF THE SHILLA JEJU
BOBOS CLUBDAE WOOK JUNG2948-2619-623619
C H A P T E R 3
OVERVIEW
CORE TARGET AUDIENCE & BRAND CONCEPT
SERVICE OVERVIEW
THE GOAL OF IMC STRATERGY
IMC STRATEGY
BRAND CONCEPT
• WE RESPECT YOUR LIFE STYLE. • WE WILL SERVE YOU THE WHOLE EXPERIENCES OF TRAVEL.
CORE TARGET AUDIENCE & BRAND CONCEPT
CORE TARGET AUDIENCE
1. MEMBERS OF GOLD CLUB IN THE SHILLA JEJU
2. MEMBERS OF DOUBLE CHOICE IN THE SHILLA SEOULMEMBERS OF SHAROSE IN THE SHILLA SEOULMEMBERS OF BAS IN THE SHILLA SEOUL
3. CONVENTION PARTICIPANTS
SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40
FIRST TARGET
AUDIENCE
THE GOAL OF IMC STRATERGY
SERVICE FOR SOUTHEAST ASIA TRAVELER
THE GOAL OF IMC STRATERGY
INCREASING OF THE SHILLA HOTEL BRAND RECOGNITION
ACQUIRE INTERNATIONAL HOTEL MARKET SHARE BY OCCUPANCY
RENOVATION OF SERVICE FOR FOREIGN TRAVELER
SERVICE OVERVIEW
ONLINE RESERVATION• THE SHILLA JEJU WEB
SITE• TRAVEL AGENCY WEB SITE
TELEPHONERESERVATIO
N
REQUEST AT THE FRONT
DESK
FOR THE SATISFACTION OF
SIX SENSES
SERVICE OVERVIEW
CLUB MEMBERSERVICE
FEEDBACK
BEFORE SERVICE MAIN SERVICE
AFTER SERVICE
L O WINCREASING
H I G H - CONTINUITY
BRAND
LOYALTY
COMMUNICATION CHANNEL
STRATEGIC ROLES MAIN THEME
E-MAIL DM •MAINTAIN STEADY CUSTOMERS •OFFER UP-TO-DATE INFORMATION
•EXPRESS CONCERNS TO STEADY CUSTOMERS •GRASP CARACTERISTICS AND INTERESTS THROUGH THE SIMPLE POLL
INTERNET BANNER •RECOGNITION OF BRAND IMAGE OF THE SHILLA & SERVICE MANAGING FOR BOBOS
•INSERTING ON THE KOREAN NATIONAL TOURISM ORGANIZATION & JEJU PROVINCE SITE•AROUSE CURIOSITY & LEAD TO VISIT THE HOTEL SITE
MAGAZINE •PUBLISH ADS ON THE MAGAZINES WHICH BOBOS USUALLY READEX) IT, YOGA, HEALTH, FASHION, ETC
•IF YOU DON’T LOSE YOUR LIFE CYCLE WHEN TRAVELING, STAY AT THE SHILLA JEJU!
IMC STRATEGY
IMC STRATEGY
COMMUNICATION CHANNEL
STRATEGIC ROLES MAIN THEME
EVENT •FORMING WOM (WORD OF MOUTH)•GIVING CHANCES TO EXPERIENCE JEJU TRADITIONAL CULTURE
•CONCERT AT THE ‘STORY GARDEN’•TRADITIONAL TEA TASTE FESTIVAL•MAKING JEJU TRADITIONAL ROOF CONTEST
PR & PUBLICITY •GIVE A GOOD IMPRESSION & DO ACTIVE AND POSITIVE MARKETING ON THE SPA•PUBLICITY OF YOGA CLASS IN THE FITNESS CENTER
•USE SPA TO BACKGROUNDS OF MAGAZINE & CATALOGUE•ACTIVATING AFTERNOTE & COMMUNITY •APPEAL THE IMPORTANCE & MERITS OF SPA & YOGA
IMC STRATEGY