Internet marketing company report kubs 2014 fall

© 2014, Internet Marketing, Professor Janghyuk Lee 1 1

Internet Marketing Cases

This document compiles ‘Internet marketing cases’ conducted by

students who took ‘Internet Marketing’ course at Korea University,

Business School, Fall 2014.

Each of company report includes following contents;

A brief history of target company

A summary of target company’s Internet Marketing activities

Target campaign: description & performance

References

I’d like to thank all of KUBS students and who were on exchange

program from around the world.

Janghyuk Lee, Associate Professor of Marketing

December 26, 2014

http://biz.korea.ac.kr/professor/janglee

http://biz.korea.ac.kr/en

http://biz.korea.ac.kr/en





List

LG U+ (mobile telco), Korea: Follow me campaign

Delivery people (mobile app), Korea

Hyundai card, Korea

Save the children, Global: Most shocking second a day

Frit-o-lay, U.S.: Do us a flavor

Starbucks, U.S.: Tweet a coffee

Lego, Global: Build with a chrome

Pampers, Japan

Heineken, Global: Recruitment

Wet Seal, U.S.: Model search

Company Report

Chang Hee Park

Korea University

[email protected]


Table of Contents

1. Company Introduction

1.1. History

1.2. Business Unit Analysis

1.3. Financial Status

2. Internet Marketing Activities

3. Recent Campaign

4. Conclusion & Recommendation

5. Campaign Performance Measurement & Reference


Company Introduction- History (1)

2010 Three LG telecommunication companies

(LG Telecom, LG Dacom, LG Powercom)

have combined and started LG U+

2011 Launched smart home phone service, 4G

LTE service, automotive roaming service

2012 Launched IPTV ‘U+ TV G’, unlimited LTE

data service

2013 Launched unlimited call&message

service, full HD IPTV

Commercialized 100% LTE service

nationwide


Company Introduction- History (2)

VISION World’s First Beyond the Telecom

World’s Best LTE Provider

2014 Vision Statement U+ will become Personal Value Provider,

creating value for customers through

‘Smart Service’ tailored for the customer


Company Introduction-Business Unit Analysis (1)

Mobile Telephone Broadband

Internet

e-Biz M2M Bundle

Service Category

Specific Service


Company Introduction-Business Unit Analysis (2)

telephony 8%

Data 20%

TPS 17%

Wireless 55%

2010 telephony

6%

Data 18%

TPS 15%

Wireless 61%

2013

8%↑

1,210

Wireless TPS Data Telephony

3,479

4,768

1,055 1,259

1,400

513 450

2010 2010 2010 2010 2013 2013 2013 2013

(Unit KRW in billions)

6.3 trillion 7.8 trillion

Service Revenue Portfolio

IPTV, Broadband, VoIP International, Domestic,

Value added, Corporate PSTN

Corporate Leased Line, IDC,

e-Biz, Solution etc.


Company Introduction-Financial Status

Total Service Revenue Wireless Service Revenue

Operating Income APRU for Wireless

• Strong wireless service

revenue growth from LTE

• Total service revenue increased

due to growth in wireless

revenue

• Maximizing operating leverage

with growth from wireless

business

• 2014 APRU is expected to

increase by more than 5% YoY

Eventhough LG U+ is currently in the

3rd place in the industry (occupying

only 20% of the MS),

it is showing continuous growth in

revenue and number of subscribers

through intense penetration strategy


Table of Contents



2.1. ICT Companies

2.2. LG U+ Communication

2.3. LG U+ Online Sales

2.4. LG U+ Past Campaigns

3. Recent Campaign




Internet Marketing Activities- ICT Companies

There are 3 main ICT companies in Korea. (SKT, KT, LG U+)

As the penetration rate of smartphone is 67.6%, ICT market is in saturated condition.

In order to maintain and furthermore occupy more users, the 3 ICT companies are

strengthening their marketing activities. Especially by using social media.

KT (MS 30%) LG U+ (MS 20%)

Facebook Oriented

• Followers-> 1.2M

• There is a ‘Social

Marketing’ team

exclusively in charge of

facebook page

• Trying to connect globally

Twitter Oriented

• First to start twitter

• Followers-> 0.14M

• Twitter acts as consumer

service center, handling

500 Q&As per day

Runs Kakao story page

• Fans -> 0.22M

Youtube Oriented

• Produces short clips

specialized in online

condition

• Upload on official SNS

accounts

• Targeting viral effects

SKT (MS 50%)


Internet Marketing Activities- LG U+ Communication

Website:

• http://www.uplus.co.kr/main.html (Official Website, Contains overall information about the

company and its service, Mobile site is simpler version and user friendly)

Blog:

• http://blog.uplus.co.kr/ (Official blog, Focus more on introducing each service and

product, Share current trends in IT industry, Latest advertising clips are uploaded in the

front page)

Facebook Page:

• https://www.facebook.com/LGUplus (Followers 0.31M, Short messages and one page

image about events held, Many short clips uploaded, Direct communication with

consumers through real time replies)

Twitter:

• https://twitter.com/LGUplus (Followers 94,355, Same format as the facebook page)

Youtube:

• http://www.youtube.com/user/LGupluslte (Campaign videos, TV Ads, behind-the-scene

clips are uploaded)

SNS marketing shows fast penetration speed and high accessibility. Therefore by

using it wisely, companies can obtain high level of marketing effect with less expense.

Increase of smartphone users expanded such effect. Currently, LG U+ is also trying to

use diverse Social Medias to communicate with consumers.

http://www.uplus.co.kr/main.html



http://blog.uplus.co.kr/



https://www.facebook.com/LGUplus



https://twitter.com/LGUplus



http://www.youtube.com/user/LGupluslte




• Off line stores are main distributional

channel of ICT companies

• Total 1953 offline stores nationwide in

form of authorized-dealer-shop and

company-managed-shop

• But due to application of new law

limiting subsidy of offline store, using

online shop is rising as new trend

Internet Marketing Activities- LG U+ Online Sales

Off Line On Line

• Official Online Shop called U+Shop

(http://shop.uplus.co.kr/main.html)

• 1:1 Online consulting is provided to

consumers in order to give them full

information about service and product

• Recently launched user friendly mobile

version of the website

http://shop.uplus.co.kr/main.html


Internet Marketing Activities- LG U+ Past Campaigns

GiByun To Me (2014)

LG U+ Marketing Team Leader, Jang Jun Young (Interview on 2014.09.09)

“ U+ is focusing on spreading clip base contents rather than written message or images of

product and service. Our SNS channels are designed to show these clips more effectively”

LTE Coming Soon (2013)

• Made Youtube movie clip and uploaded on SNS accounts

• 20 seconds clip shows the technology history of LG U+ in

the form of Hollywood spectacular movie

• Clips ends with phrase “COMING SOON”, arousing

curiosity of new product and service

• LG U+ asked consumers to post their opinion about

what’s coming soon

• Most replied unlimited data service and LG U+ actually

launched new package providing unlimited data

• Made Youtube music video which was a parody music of

famous Korean idol group

• It cleverly used word game by changing the song title

‘Give it tome’ to ‘Gibyun to me’

• Explained the new service by changing the lyrics in

humorous way

• Made ‘sexy version’ which is only viewable in official SNS

account of LG U+

• In one week, recorded 13M views on Youtube

• Ranked # 2 in official music ranking site

http://www.youtube.com/watch?v=R_yafTuGUXU




http://www.youtube.com/watch?v=_-a3Xc4Uqyc




Table of Contents



3. Recent Campaign

3.1. Campaign “Ballow Ballow Me”

3.2. Key Ideas

3.3. Performance Result Analysis



© 2014, Internet Marketing, Professor Janghyuk Lee 16

Summary

Results

•Start: August 4, 2014

•Target: 2030s

• Purpose: Provides unique information about the

new discount service of LG U+

• Distribution Channel: Youtube, Facebook

• 4 days, 2M+ viewers in Youtube

• One month, 3.6M+ viewers in Youtube

• Ranked #.2 in “This month’s Video clip”

• One week, 74 tweets directly linking the clip

• Search number of the main actor increased X25

• One week, 100+ news released about the success

Internet Marketing Activities- LG U+ Recent Campaign

Campaign “Ballow Ballow me (발로 발로 미)”

http://www.youtube.com/watch?v=qy-hRwCuiiE&list=UUp3BSINVC7Ggj4kChEUiy7Q













LG U+ “Ballow Ballow Me” Key Idea 1: Fun

Campaign was spread in fast speed by intentionally aiming for FUN aspects

Bad Acting

• The video clip’s main theme in Bad

Acting

• The main actor is well known star for

terrible acting

• Recently, seeing clips of bad acting

was trend and though fun

• By using this theme, the clip naturally

triggered laughter

Dumbfounded Storyline

• The video clip’s storyline is totally

none-sense

• Recently, dumbfounded dramas were

great issue in Korea and people made

fun about it

• By using this dumbfounded storyline

intentionally, the clip intended fun

aspect

• This acted as differentiation from other

serious and neat campaigns


LG U+ “Ballow Ballow Me” Key Idea 2: Target Focused

Campaign’s target was set very narrow(2030s) and it only

focused on the characteristic of the 2030s

Slang Subtitles

• The video clip is full of slangs that

2030s use in daily life

• The title itself is also made of slang

• Such use of slangs forms sense of

closeness with the 2030s viewers

• Act as differentiation from traditional

advertising clips

• The video clip contains simple

subtitles explaining the situation

• Nowadays, putting funny subtitles and

CGs are trends in entertainment

shows

• By using subtitles, the video clip itself

is accepted as short entertainment

show

• 2030s viewers feel familiar with the

content


LG U+ “Ballow Ballow Me” Key Idea 3: Engagement

Event That Triggers Participation

“Send the main actor to Cannes Film Festival”

• LG U+ launched on event which sends the

actor to actual film festival if the number of

viewers reach 2M

• LG U+ added big buttons which help the

viewers to easily share the clip

• Viewers started to share the clip on their SNS

account actively

• By Active participation, number of

viewers reached 2M in fast speed

• The actor was really sent to Cannes

• His journey was also shared through

his SNS account, amplifying the viral

effect

• Participation, sharing process

increased engagement with LG U+


LG U+ “Ballow Ballow Me” Key Idea 4: Jingle Effect

“BALLOW BALLOW ME” • Easy to pronounce

• Has Rhythm

• Numerously repeated throughout the campaign

• As consumers are unconsciously exposed to the phrase “Ballow Ballow

me” which is very rhythmic, this phrase is stamped in their mind

• This phrase is vey similar with the company’s main slogan “Follow

Follow Me”, which shows its vision to become #1 in LTE 8 service

• As a jingle effect, when consumer hear “Ballow me”, they think of

“Follow me” and link this slogan with the company LG U+

• Since “Ballow Ballow me” was a used widely in daily life after the hit of

the clip, it can be evaluated to have created great jingle effect


LG U+ “Ballow Ballow Me” Result (Naver Trend)

LG U+

Main Actor

Campaign Effect

• Right after the release of the campaign, there was rise in

attention.

• But as the time passes, attention effect naturally decreased.

• Moreover, the focus was more on the actor itself than LG

U+.


LG U+ “Ballow Ballow Me” Result (Youtube/ Facebook)

• Right after the release, the campaign’s number of viewers soared due

to fun content and deep engagement

• However as many other campaigns, such effect of attention was

temporary.

• Facebook replies are focused on the actor itself rather than the service

or product of LG U+


LG U+ “Ballow Ballow Me” Result (Personal Survey)

• Used google Survey program and distributed by Facebook and Kakaotalk

• There were 3 is simple question 1..Do you know Ballow Ballow Me Campaign?

2. How did you feel about the campaign?

3. Do you remember any services that appeared?

• 80+ applied to the survey and they were all in their 20s

Result:

• surprisingly, 70+ participated in the campaign by watching and sharing.

• However less than 10 remember the service appeared in the

campaigns

• Moreover, none changed their ICT companies despite the fact that

they had fun participating in the campaign


Table of Contents



3. Recent Campaign




Conclusion & Recommendation

Conclusion • LG U+ Ballow Ballow Me campaign seems to be a success, bringing in a lot of viewers

and attention from media

• However, it had 4 major problem

1. Effect was temporary

2. Attention was focused more on the actor than the company

3. Campaign did not lead to understanding of service and product

4. Campaign did not lead to actual sale

Recommendation • ICT companies sell invisible service to the customer

• Therefore campaigns should be strategically formed to make their brand visible

• Current activities of LG U+ is only focused on its viral effect. It is fun, but this

characteristic doesn’t connect with its vision

• I recommend LG U+ to first set their brand identity as “FUN life companion”

• Their current campaigns on SNS are fun enough, but now they should connect this fun

aspect with LG U+ itself.

• They should emphasize the fact that consumers can have fun life WITH LG +


Table of Contents



3. Recent Campaign




Campaign Performance Measurement

1. Search

1.1 Google Trends

1.2 Naver Trends

2. Twitter

2.1. www.topsy.com

3. Facebook

3.1. Facebook page of LG U+

4. Youtube

4.1 Youtube Statistic


Reference

Related URLS

• http://news.heraldcorp.com/view.php?ud=20140919000175&md=20140922004245_BK

• http://www.ditoday.com/articles/articles_view.html?idno=18399

• http://www.dt.co.kr/contents.html?article_no=2014080402102269747001

• http://www.uplus.co.kr/main.html

• http://shop.uplus.co.kr/main.html

• https://www.facebook.com/LGUplus

• https://twitter.com/LGUplus

• http://blog.uplus.co.kr/

• http://www.youtube.com/user/LGupluslte

• http://sisaftoday.blog.me/50189302868

Video Image etc

• LG U+ company IR report

• LG U+ company sustatainability Report

• LG U+ Facebook, Youtube

• LF U+ official website

• http://www.wikitree.co.kr/main/news_view.php?id=186264

• http://www.ditoday.com/articles/articles_view.html?idno=18399

http://news.heraldcorp.com/view.php?ud=20140919000175&md=20140922004245_BK



http://www.ditoday.com/articles/articles_view.html?idno=18399



http://www.dt.co.kr/contents.html?article_no=2014080402102269747001

http://www.dt.co.kr/contents.html?article_no=2014080402102269747001













http://sisaftoday.blog.me/50189302868



http://www.wikitree.co.kr/main/news_view.php?id=186264

http://www.wikitree.co.kr/main/news_view.php?id=186264


Company Report

Jaehong Cho

2008120301

Korea University Business School

[email protected]


Company Introduction

History

• ‘Woowa brothers’ Established in 2011 as a

venture company

• Released representative mobile application

‘delivery people’(배달의 민족)

• Awarded ‘2011 App award in life service’ by

Korean internet experty association, ‘2012 internet

award’ by Prime minister, ‘2013 KDA(Korea

Design Award) Identity award’ etc…

Introduction

• Well known as Mobile application ‘Delivery

people’(배달의 민족) Which provides online

takeaway ordering service based on mobile app

and pc web site



Main business units

Online delivery service

• Taking orders from customers based on

mobile application / PC and link it to the local

takeaway restaurants

Profit Model

• Advertisement Platform : Attract

advertisement of restaurants by using traffic

• E-commerce Platform : Connect customers

to restaurants and taking commission from

them



Sales/Profit

-표준

-표준

-표준 -표준 -표준

Estimated Revenue(₩100M)

20 Times up

Market Share

etc

A

Downloads

14,000,000

Registered restaurants

140,000

# of monthly reviews

220,000


Internet Marketing Activities

Communication ‘Delivery people’(배달의 민족) Mobile app Provides the

information of local restaurants

‘Delivery people’ also provides commercial movies, songs,

and events by utilizing Web, Facebook, Youtube, blog etc…

App Web site

Facebook

Youtube

Twitter



Targeting On the internet ‘Delivery people’(배달의 민족) available to

segment customers in terms of period and interests, Placed

banner ad on the adequate community such as ‘I love soccer’

most biggest football community


Recent Campaign :

Parody Commercial

In 6 months of movie clip, Youtube watch 2.7M, App Visitor has risen 0.6M

(Google play store #46 in Korea)

Campaign

Results

• Start: Aprill 22, 2014

• Primarily started on TV commercial

• Parodied famous paintings and movies by casting

beloved actor ‘Ryu seung ryoung’

• TV commercial + Youtube Upload & API + SNS link

+ Mobile app + Outdoor advertising + Ringtone

Six month in:

• 5 different teaser and main video has shown

• Accumulated 5M views on Youtube

• Application D/L: 14M +

• # of App visit: 0.6M -> 12M

•Ranked #46 at Google sotre in Korea


Parody Commercial Key Idea 1: Fun

Made a fun parody of famous paintings and movies by using well know

scene of movies in the form of movie clip, teaser, poster etc…

Focused on funny scenes and witty catch phrases.

Targeted Viral Marketing by making commercial fun and stimulate share

and secondary parody by customers

Video Link: http://www.youtube.com/watch?v=s4TatKe4nL0


Parody Commercial Key Idea 2: Engagement

Encouraging

engagement of

customers who are

interested in marketing

Recruiting Marketing

camp and applied their

idea in actual

marketing activities

A user can easily

upload their parody of

‘delivery people’ (배달의 민족) commercial

through Facebook and

Blog


Integrate On & Offline activities by distributing Ads at the same theme

Anchored TV commercial as a main source, create derivatives(posters,

ringtones etc…) for multi use and utilize it other channels(Outdoor

billboard on the bus stop, Subway)

Link with Apps, Yotube, QR code

Youtube API is available on app to watch video and upload review directly

from the app

QR code on the outdoor billboard is also linking Offline Ad to Appstore

Parody Commercial Key Idea 3: Online & Offline integration


Cast beloved actor ‘Ryu Seungryoun’ well known as comic image in

movies and ads

‘Ryu Seungryoun was a celebrity who has unique image built up through

his filmography and awarded ‘advertisement prize’ from ad association

Utilized popularity of previous ads and movies he has appeared such as

‘Namja Ramyun’(남자라면), ‘BBQ’, and ‘All about my wife’(내 아내의 모든

것) and easily Succeed to make issue and comments about TV

commercial

Parody Commercial Key Idea 4: Casting



Performance change

Naver Trends – Gradual increase in Traffic

But, there are more dramatic changes in terms of visitors



Performance change – Before & After the Campaign

Before Campaign, ‘Delivery people’(배달의 민족) chased by ‘Yogiyo’

After Campaign, the number of visitor exploded(0.6M -> 1.2M, Weekly) made

a huge gap with competitors

# of visitors

Before campaign

# of visitors

After campaign



Performance change – Before & After the Campaign

Before Campaign, ‘Delivery people’(배달의 민족)’s Google play store ranking

was lower than ‘Yogiyo’ (~March 2014)

After Campaign, It overtaken Google play ranking

Google play ranking

Before campaign

Google play ranking

After campaign


Recommendation

Beware of social Issues

Recently the commission fee that Delivery apps taking out from takeaway

restaurants has been issued

it is viewed as abuse of power by dominant player in the market, in this case,

delivery apps.

Need to concern of reputation of company by reducing commission and

conducting CSR program if possible

<Commission fee of delivery apps > <On going CSR program>


Recommendation

Lesson from the competitor ‘Yogiyo’

Failed to build a link

between Ad & Product

Recently their single TV commercial showed 3.2M

view(more than 2.7M of ‘Delivery people’ but

monthly visitors even decreased


Reference

Related URL

http://www.dailian.co.kr/news/view/464050

http://vip.mk.co.kr/news/view/21/21/2230589.html

http://www.bodnara.co.kr/bbs/article.html?num=113391

http://www.zdnet.co.kr/news/news_view.asp?artice_id=20140929113630

http://www.kbench.com/?q=node/140423

http://news.unn.net/news/articleView.html?idxno=139939

http://cafe.naver.com/yeddi82/43322

http://www.venturesquare.net/531021, http://platum.kr/archives/18039

http://app.chosun.com/site/data/html_dir/2014/05/23/2014052302600.html

https://www.facebook.com/smartbaedal?fref=photo

http://news.mk.co.kr/newsRead.php?no=946226&year=2014




















Company report Hyundai Card

김경태

[email protected]

Internet Marketing 2014


Table of Contents

Company Introduction History

Main product

Market share & Profit

Internet marketing Web site

Facebook

Twitter

YouTube

MC 옆길로새 Summary

Key Idea 1

Key Idea 2

Key Idea 3

Conclusion & Suggestion

References



• Company Introduction – History

– Main product

– Market share & Profit

• Internet marketing – Web site

– Facebook

– Twitter

– YouTube

• MC 옆길로새 – Summary

– Key Idea 1

– Key Idea 2

– Key Idea 3

– Conclusion & Suggestion

• References


History

2001 Hyundai Card had started credit card business and changed its name to

current one

2003 Introduce Hyundai Card M to the market and after that launch alphabet card

series

2005 Sign the strategic alliance with GE consumer finance

2008 Ranked first on NCSI, KNPS in credit card category

2010 Korea Investors Service credit ranked Hyundai Card as AA+

2013 Hyundai Card became forth largest card issuer




Hyundai Card developed the VVIP card market by releasing Korea’s first

VVIP cards

the Black and the Purple

Hyundai Card opened up a new dimension of credit card design with its

Alphabet Cards

diversifying the card products with various benefits, catering to customers’

needs

Main product



2011 2012 2013

Hyundai Card 67,481 (12.2) 72,245 (12.0) 69,047 (11.2)

Sinhan Card 121,639 (22.1) 122,504 (20.3) 123,404 (20.0)

KB Kukmin Card 75,058 (13.6) 87,566 (14.5) 87,279 (14.1)

Samsung Card 66,382(12.0) 78,589 (13.0) 83,472 (13.5)


• Hyundai Card is forth credit card company in the South Korea which has 11.2% of market share

• Share of Hyundai Card is gradually decreasing over years

• Sinhan Card is the first runner of credit card market but their share is also decreasing over years

• KB Kukmin Card is runner up and their share of the market is increasing over years

Unit : Billion Korean Won

• Profit of Hyundai Card is not decreasing but fluctuating

• Profit of Sinhan Card is gradually increasing despite of decreasing of its total share

• KB Kukmin Card records increasing of profit over times

• Samsung Card also shows the gradual increase of profit

Share

Profit


Internet marketing


Main product



Facebook

Twitter

YouTube


Key Idea 1

Key Idea 2

Key Idea 3


References



• Provide detailed information about Hyundai

Card and their product

• Customer center help communication

between firm and customer such as Q&A

board and E-mail inquiry


Internet marketing Facebook

• 212,863 Likes, 3200 taking about Hyundai Card

• Almost every day updates about currently available event for customer

• Facebook fan page is the most popular fan pages among the other fan page of Hyundai Card

• 212,900 pages are had been written by the firm and this number shows this fan page is the main internet based communication method of the Hyundai Card company


Internet marketing Twitter

• 74,450 following this twitter which is much less than Facebook page

• Even the same messages, there are many differences in number of reply, that is twitter is less draw attention to the customer

• Facebook fan page is the most popular fan pages among the other fan page of Hyundai Card


Internet marketing YouTube

• YouTube has 11,458 of subscriber which is more than Twitter and less than

Facebook

• But the number of whole page view is 17,428,068 as of today(2014. 10. 28)

• According to the number of page view, YouTube channel can be a effective

way to communicate method


Internet marketing

• Hyundai Card is using a lot of

unique advertisement through

YouTube to reach the customer

• For example, MC 옆길로새 made

a big hit, recording 5,304,674

times of page view

YouTube


MC 옆길로새


Main product



Facebook

Twitter

YouTube


Key Idea 1

Key Idea 2

Key Idea 3


References



• 2013 6th December, Hyundai Card release digital single “make break

make”, which also represent the managing philosophy of Hyundai Card

• Fresh content and way of expression is draw huge popularity from

younger generation

• Within 6 days, YouTube page view exceed 1 million and within 13 days

exceed 2 million

• This commercial song even enlisted in the online music chart site

• Total page view is 5,305,001

• Click below pictures to see the video↴

http://www.youtube.com/watch?v=tupg3wzV71g




MC 옆길로새 Key Idea 1 - Fun

• Way of expression has wit and the content represent

the worry of younger generation arouse the sympathy

• Using dancing and singing parrot draw huge attention

because most of customer are not accustomed with

parrot especially doing these kind of things

• rhyme of lyric make some rhythm which put more wit

on the song


MC 옆길로새 Key Idea 2 – Story telling & Engaging

• Not just funny film but carrying a message “make break make” which is managing

philosophy of Hyundai Card but never mention about that is Hyundai Card’s moto

• Message of content is connected the word of bird so it enhance the customer’s

concentration

• Character in the film draw attention of audience voluntarily and transfer to them in

a favorable way because of the cute attribute of the character

• Encourage audience to 옆길로새 which encourage them to participate in the

campaign

<Part of lyric “make break

make“>

MC옆길로새

“Get Live Get Wild Get Live Get Wild” 한번쯤은 옆길로 새 (같이 새)

뻔한 인생 옆길로 새 (같이 새)

가던 길을 한번 부수면 (같이 새)

Different 오늘 만세

” I make break make”


MC 옆길로새 Key Idea 3 – Easiness of diffusion

• Making account of Facebook makes

it easy to diffuse to the customer

• 36,500 people Like the MC옆길로새

• Provide music through music site

also contribute to diffusion

• Kakao talk emoticon had lunched so

it also help diffusing



• Keyword trend result shows getting famous on the film was successful

• Keyword trend result also shows that when the peak of MC 옆길로새, Hyundai Card was in the lowest position

• Another keyword trend shows no correlation between MC옆길로새 and Hyundai Card

• According to the graph above, popularity of MC 옆길로새 would not last long even though it had recorded many number on viewer

• Because viral video would not last long,

in order to accomplish long lasting

popularity, frequent releasing of new one

and keeping exposure to the viewer is a

must

• Well address of relationship between

viral video and the firm would help people

to recognize who is sending the message

Conclusion Suggestion

MC 옆길로새

YouTube

Naver trend

Naver trend

Google trend


References


Main product



Facebook

Twitter

YouTube


Key Idea 1

Key Idea 2

Key Idea 3


References


Content

국내 신용카드업 현황 2014. 6 – BS금융경영연구소

https://www.google.co.kr/trends/

http://trend.naver.com/trend.naver?where=main

http://webcache.googleusercontent.com/search?q=cache:eHRAGWp01jEJ:www.dovetorabbit.com/season3/DREAM/work/Detail.php%3Fnumber%3D202%26Cate%3D4+&cd=2&hl=ko&ct=clnk&gl=kr

https://www.facebook.com/makebreakmake

http://m.mk.co.kr/news/estate/2013/1328558

https://twitter.com/HyundaiCard/status/417923672527998976w

http://stage.m.music.daum.net/song/vcliplyrics?song_id=10258595&album_id=728591

http://ad.hyundaicardcapital.com/category/현대카드?page=3

http://finance.hyundaicardcapital.com/316

http://culture.hyundaicardcapital.com/search

https://ko-kr.facebook.com/HyundaiCard/app_161803380690008

https://mirror.enha.kr/wiki/%ED%98%84%EB%8C%80%EC%B9%B4%EB%93%9C

https://twitter.com/HyundaiCard

Video http://www.youtube.com/channel/UC6ZHTAY56DsfN5DipUEMnug


References


http://trend.naver.com/trend.naver?where=main

http://webcache.googleusercontent.com/search?q=cache:eHRAGWp01jEJ:www.dovetorabbit.com/season3/DREAM/work/Detail.php?number%3D202%26Cate%3D4+&cd=2&hl=ko&ct=clnk&gl=kr

http://webcache.googleusercontent.com/search?q=cache:eHRAGWp01jEJ:www.dovetorabbit.com/season3/DREAM/work/Detail.php?number%3D202%26Cate%3D4+&cd=2&hl=ko&ct=clnk&gl=kr

https://www.facebook.com/makebreakmake

http://m.mk.co.kr/news/estate/2013/1328558

https://twitter.com/HyundaiCard/status/417923672527998976w

http://stage.m.music.daum.net/song/vcliplyrics?song_id=10258595&album_id=728591

http://finance.hyundaicardcapital.com/316




https://mirror.enha.kr/wiki/%ED%98%84%EB%8C%80%EC%B9%B4%EB%93%9C

https://twitter.com/HyundaiCard


Rivers company <My Bottle>

Product Report

2012100003 Kim Minji

Business School

[email protected]


Product Introduction

History

The product was first launched in Japan when ‘Rivers’, a drink ware company,

manufactured a plain pattern bottle. In 2012, Japanese daily supplies shop ‘Today’s Special’

launched its store in Tokyo, and made an order to ‘Rivers’ company to print ‘MY BOTTLE’

letters on the bottle. This eventually resulted in a huge success and the bottle began to

attract people’s attention. Its regular price is approximately 15USD. Although it seems a bit

expensive for its simple appearance, it was quickly sold out in the retail store. In the

beginning of 2014, the bottle started to gain popularity in Korean market through Social

Network Services using hashtag, mainly due to the fact that the attractive pictures of ‘My

bottle’ (containing colorful drinks or fruits) worked as a powerful marketing promotion.

Main business units

Initial stage units : offline retail store in Sibuya and Jiyugaoka (only 2 stores)

After it gained popularity : Group purchase online, Social Commerce shopping online

Features of the product

The biggest characteristic of ‘My bottle’ is simple and neat design. Thanks to its transparent

color and neat outline, its overall mood changes depending on its contents. The bottle is

also a part of eco-fashion trend. ‘My bottle’ is made of Tritan which does not emit

endocrine-disrupting chemicals, so users can freely use the bottle both for hot drinks and

cold drinks. The bottle can cover from -40 to +100 degrees Celsius.



Sales/Profit : The big hit of ‘My bottle’ by Rivers company and increasing

orders of the bottle (February ~ May, 2014)

The list price in Japan is ¥1512 (15USD), however the market price in online auction sites

was over 30USD. In Korea, the highest price for the bottle in Power blogs online group

purchase was about 60 to 70USD. Overall, the price went through a huge growth.

Because the bottle was not yet imported in official route, people used personal blogs or

internet café group purchase to get this bottle. Lots of shoppers were willing to pay extra

premium to have it, so the price once went up to 70USD. In secondhand article shops the

bottle was sold in around 3~40USD and immediately sold out when its uploaded. Four

hundreds of blogs, and three hundreds of cafes were formed to make a group purchase.

According to an online shop blogger, ‘Buyer Ssong’, because Koreans visited the ‘today’s

special’ shop and stocked up the bottle, the store owner set the limits of the bottle purchase.

A person could only buy 2 bottles at a time. Then Korean shoppers started to change their

clothes to get more bottle. Because of the popularity of bottle people needed to line up in

front of the store to get in. (reference 6)



Meanwhile, the bottle gained attention from Enterprises and

Corporations. Corporation Marketers focused on its intense popularity

as well as its spreading power throughout personal SNS, and chose to

gain interest from it. Rivers company has already made an official

announcement that the same phrase with ‘My Bottle’ would result in a

legal problem, so they would not allow such an order.

So Korean Corporations employed an expedient from the

announcement. They ordered Rivers the exactly same figure but

different phrase on the bottle. That is how ‘SIX BOTTLE’ by Mango Six

appeared in the market. Six Bottle went through the first, second and

third sale by subscription, and 30,000 bottles were sold in total.

According to the head of Freyon(public relations agency of Mango Six),

Choi Byeong Kwan, the first sale on subscription was sold out in about

40 minutes, and the second subscription resulted in a homepage traffic

problem because of the outburst of simultaneous connections. After the

online subscription event ‘Six Bottle’ is experiencing a smooth sale in

offline franchise stores.



Convenience store company also started to take a part of this bottle trend. Seven Eleven

launched ‘Lucky Seven Bottle’, and in a week over 30,000 bottles were sold throughout

the country.

Coffee franchise brand ‘Latte King’ also launched similar bottle product ‘Enjoy this

moment’ bottle. Yoger Presso, another franchise brand, launched ‘Yop Bottle’ too.

Sales/Profit : emergence of imitated goods (July ~ now, 2014)

However, several corporations did not make an order to the original company Rivers but

took more convenient way. Café bene manufactured ‘Demon bottle’ through its own

subsidiary and launched a Demon package containing a bottle and a cheering towel

during the World-cup period. Despite of the fact that national soccer team’s outcome

was not good enough to expect a world-up promotion power, thanks to the bottle most of

the packages were sold out in all stores. Café bene promotion team manager mentioned

the project was a well-made combination of popular item (bottle) and a season issue.

Lock n Lock, a famous tableware company launched ‘IT Bottle’ with a ring on the cap to

prevent losing it. It first came out as 3,000 quantity limited edition and was sold out. The

bottle is now in the official product line. Lock n Lock Promotion manager, Minjung Kim,

mentioned that “our recent promotion is focused on the bottle trend”.



Interesting features :

No active Internet marketing activities from the company itself

The marketing effect was caused solely by the features of Internet

Via Earned media

The main agent of marketing activities was not the company, but earned

media; members of the market spontaneously participated

Communication : Promotion Effect through SNS pictures and hashtags

Instagram


Twitter

Blog : diffusion effect by SNS + specific information through Blogs



Sales

First on offline market in Tokyo (2012~)

low accessibility

Through Group purchase in Korea (late 2013, early in 2014~July 2014)

via personal platforms like SNS, blogs


<Group purchase via Twitter> <Group purchase via blogs>



Social Commerce (June 2014 ~)

T-mon, Coupang, Clock, Groupon, etc.

high accessibility

broaden its market segment (from 직구족 to general public)

Recent campaigns

Customization = Social Commerce promotion + Personalization

<Social Commers ‘T-mon’

Naver Banner advertisement

20th June, 2014>

<Social Commers ‘CLOCK’

Naver Banner advertisement

29th June, 2014>

<Advertisements on several Social Commerce websites,

still on sale>



Unlike many other successful Internet Marketing examples, this bottle

used neither a particular marketing platform nor company-oriented

promotion. Even without a specific marketing method, an ordinary bottle

gained sensational popularity SOLELY because of the characteristic of

internet.

Success of ‘My Bottle’ = directly related with Internet SNS features

+ new instrument of product promotion ‘EARNED media’


‘My Bottle’

From zero base, SNS Boom of the product resulted in Instagram post 51.4K, Blog post 24.8K, thousands of Twits, and skyrocketing Google/Naver search (0 to 3.4K / 0 to 1.5K)

(Unintentional) Campaign

Results (Jan 2014~Oct 2014)

• Start: early in 2014, January ~ February

• Pictures of the bottle started to spread over internet

mainly around Korean SNS and blogs

• Through the pictures ‘my bottle’ highlights its

design, variety of usage, and appealing visual to

customers

• Instagram hashtag + Twitter hashtag + Blog review

• 51,407+ contents uploaded in Instagram (#마이보틀)

• 24,835+ contents uploaded in Naver Blog

• 1,096+ posts in Twitter only during 26thSep~26thOct

• Google search ‘마이보틀’ : 3,470+

• Naver search ‘마이보틀’ : 1,504+

• before the Boom posts/searches were almost zero

What features of Internet made this ordinary bottle To become a sensational trend product?


‘My Bottle’ Key feature 1: Appealing visual works well on SNS

The spread of fascinating pictures around SNS with colorful fruits or various drinks like

coffee, juice, shakes, etc. in the bottle was the very start of the popularity.

Appealing visual = directly touches SNS users’ Exhibitionistic Desire

<SNS postings with fascinating visuals, and the body text has nothing to do with the bottle itself;

its all about unfinished design work, new Apple computer, and the fact the writer just visited expensive cafe>


‘My Bottle’ Key feature 1: Appealing visual works well on SNS

According to the enterprises, most of the customers in bottle market are women around 20s

to 30s, who are mostly highly responsive to cultural trend.

The main SNS usage characteristic of these targets is that these customers want to let

others know the fact that they are using a new, pretty, and trendy product. So they use

internet medium to ‘appeal’ these features.

Hence product with ‘appealing’ visual (which can help gaining attention among variety of

SNS postings) works well in market for SNS.

The popularity generates bigger diffusion of marketing effect via hashtag(#마이보틀) on

SNS.

Lee Sung Jin, Representative of company Neiro: “Exhibitionistic consumption tendency

which mainly appears in luxury goods sales also shows up in ‘My Bottle’ phenomenon.

Fashionable feature of the item which can be shown to other people could generate such a

popularity.“(reference 5)

Therefore SNS picture promotion through the bottle’s unique visual was appropriate

‘My Bottle’ is the successful case of Visual Market, not Tumbler market.


‘My Bottle’ Key Feature 2: People want Exclusiveness on SNS

Exclusiveness resulting in Personalization on Social Network Service

When people upload pictures on SNS, their desire to let others know their own personal

features plays a big part.

I eat something healthy in these days, I got something nice and expensive, I like this

actress or actor, or I like this book and its writer, etc.

The bottle is the most refined way to convey these information.

By taking a picture of nice design bottle and its content, and uploading it in SNS, the user

can let all his/her followers know what he/she is doing right now in the most pretty way, and

in that way the user can gain exclusivity within the social group.

<I am drinking healthy tea in these days> <Today I had a cup of citrus juice> <This pretty thing is my breakfast for today>


‘My Bottle’ Key Feature 2: People want Exclusiveness on SNS

Also by implying personal taste on the bottle itself, customers can secure his exclusiveness

when uploading a picture on SNS.

Examples: printing one’s favorite artist or writer’s name, favorite actor’s birthday, favorite

singer’s logo, birthday, or movie’s phrase on the bottle

By these effects of ‘My bottle’ users can be successful in creating a personalized character

on SNS.

Kim Yong Tae, Representative of Kim Marketing laboratory; “My bottle users would have

attracted to the personalization effect depending on which drinks to put in”.

Kim Ju Young, Head of Korean Society of Distribution; “Customers would bear

considerable amount of price risks if they can manifest personal features on SNS.”

<Bottle for X-men movie fans> <favorite writer’s name> <Bottle has name on it> <favorite star’s birthday>


‘My Bottle’ Key feature 3: Spreading power of SNS = development of Earned media

Numbers of Hashtags in Twitter, Instagram, and Blogs

Diffusion power of SNS

Promotion’s main agent is Earned media

Unlike the classic market operation, thanks to the development of Internet, customers

in the market can now actively participate in the marketing process

As the spreading methods of internet (SNS) become brisk, number of customers who

can play a role in providing market’s information also increased

That resulted in the development of EFFECTIVE earned media

In ‘My Bottle’ phenomenon, customers created the promotion method, sales unit, and

marketing effect by themselves.

The real-life example of marketing theory that consumer-oriented marketing

movement works more effective than company-oriented marketing.

51,407 tags

Retweets @twitter



Search

Google trends

Naver trends

• Google search ‘마이보틀’ : 3,470+

• Before the SNS promotion

search results were 0

• Naver search ‘마이보틀’ : 1,504+

• Before the SNS promotion

search results were 0


Twitter

Topsy.com


• # of Tweets : 1,096+

(only during 26th Sep ~ 26th Oct)

• Topsy did not provide all-time

results, so we can only guess that

total # of tweets would be far bigger

• by physical count there were only 18 tweets before January 2014

• # of tweets suddenly started to increase from February 2014

• 78+ from February, and more (total results are not provided)

Physical count

From All Time,

sort by oldest results

Before 2014 After 2014


Instagram

Blog


• Instagram posts with hashtag (#마이보틀)

• 51,407+ posts in total

• updated and increasing every day

• Blog posts with the contents of My Bottle

• 24,835+ posts in total

• search range from 1st January, 2014 ~ 26th October, 2014


Marketing effect Comparison : Before & After

couldn’t compare Twitter and Instagram results, since they do not provide range specific search function

But by physical count, most of the posts were written after 2014.

It is quite clear that # of hashtags and posts dramatically increased after the Boom.


After the promotion via SNS

Search frequency evidently increased # of Blog posts increased enormously

after the SNS promotion

335 < 24879 (2012~2013) (20140101~20141027)

*24835:~20141026


Recommendations for original company, ‘Rivers’

Final Analysis

‘My Bottle’ Boom is a succession case of ‘Visual Market’ based on the

characteristics of SNS (exhibitionistic desire, exclusiveness, spreading power)

+ an extreme example of successful Earned media, resulted from direct

participations of customers provided by internet

Shortcomings

Need to develop more analysis on the online ‘Visual Market’

No precedents or follow-up examples yet

No structured transfer of effect path yet; relying on speculations


Strength

Increased awareness of the company ‘Rivers’

Name value of the originator

Weakness

The popularity of bottle is experiencing a lull (search graphs)

Threat

Quick change in consumer trends

Bottle is a one-time purchase product

Increase of imitated goods

Opportunity and its matching recommendations

Using the newly-created design name value of Rivers, the company can start up a

related business with other corporations.

Just like the example of Mango Six. Rivers can suggest another design product and make a

contract.

Creating long-term relations with loyal business consumers

Target the newly-developed ‘Visual Market’ via Internet and SNS through proven power

of design

Need to work on more analysis for the stabilized theory of SNS Visual Market

Recommendations for original company, ‘Rivers’


Reference

Related URL

(1) '마이보틀'이 뭐길래…인기에 모방품도 등장 | 연합뉴스 | 김아람

http://www.yonhapnews.co.kr/economy/2014/05/19/0318000000AKR20140519158700

030.HTML

(2) [트렌드] 여심 뒤흔든 '물병 전쟁'…속 보여서 좋다 | 한국경제 | 이시경

http://www.hankyung.com/news/app/newsview.php?aid=2014081023177&intype=1

(3) 마이보틀은 왜 인기있는 것인가 | 슬로우뉴스 | 박궁그미의 세상 읽기

http://slownews.kr/28919

(4) 日물병 마이 보틀 ‘직구族’ 에 인기몰이 | 쿠키뉴스 | 김현길

http://news.kukinews.com/article/view.asp?page=1&gCode=kmi&arcid=0008341031&c

p=nv

(5) 스티브잡스가 들었을것 같은…그냥 물병 | MK뉴스 | 김지아http://news.mk.co.kr/newsRead.php?year=2014&no=842764

(6) 마이보틀 구매 후기 http://mine7.tistory.com/272

(7) 마이보틀 제작사 Rivers company http://www.rivers-korea.co.kr/rivers/index.php

(8) 마이보틀 판매 매장 투데이즈 스페셜 http://www.todaysspecial.jp/

인터넷 판매 http://www.cibone.com/products/detail.php?product_id=3754

(9) 커스텀 마이보틀 http://www.ticketmonster.co.kr/deal/83830193

http://www.yonhapnews.co.kr/economy/2014/05/19/0318000000AKR20140519158700030.HTML

http://www.yonhapnews.co.kr/economy/2014/05/19/0318000000AKR20140519158700030.HTML

http://www.hankyung.com/news/app/newsview.php?aid=2014081023177&intype=1

http://slownews.kr/28919

http://news.mk.co.kr/newsRead.php?year=2014&no=842764

http://mine7.tistory.com/272

http://www.ticketmonster.co.kr/deal/83830193


Reference

(10) 네이버 트렌드 검색

http://trend.naver.com/trend.naver?where=trend&mobile=0&startDate=201301&endDat

e=201410&dtype=&query1=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80

&query2=&query3=&query4=&query5=

(11) 구글 트렌드 검색http://www.google.com/trends/explore#q=%EB%A7%88%EC%9D%B4%EB%B3%B4%

ED%8B%80&date=today%2012-m&cmpt=q

(12) 트위터 트윗

https://twitter.com/search?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80

&src=typd

http://topsy.com/s?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&minti

me=1357074011&maxtime=1413925232

(13) 인스타그램 해쉬태그

http://iconosquare.com/tag/%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80

(14) 블로그 포스팅 검색결과

http://section.blog.naver.com/sub/SearchBlog.nhn?type=post&option.keyword=%EB%A

7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&term=period&option.startDate=2014

-01-01&option.endDate=2014-10-26&option.page.currentPage=1&option.orderBy=sim

http://trend.naver.com/trend.naver?where=trend&mobile=0&startDate=201301&endDate=201410&dtype=&query1=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&query2=&query3=&query4=&query5



http://www.google.com/trends/explore#q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&date=today%2012-m&cmpt=q




https://twitter.com/search?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&src=typd

https://twitter.com/search?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&src=typd

http://iconosquare.com/tag/%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80


Company Report

Park Donghyuk

2009120108

Korea University

Business School

010-9958-1667

[email protected]

Table of Contents

I. Company Introduction

1. History of the company

2. Main Business Units

3. Sales & Profit (3 years)

II. Internet Marketing

1. Communication (Company’s Marketing Activities)

2. Online channel for sales

3. Recent Campaign

III. ‘누구나 저마다의 여행이 있다’ (Everyone has his/her own way to travel)

IV. Recommendation


Company Introduction _ History of the Comapany

Start of Korean Air

• In 1969, Hanjin Corporation merged with

‘Dae-Han hang gong gongsa’.

• After that, the company became

privatized.

• In 1971, they got permitted to use the air

route between Korea and USA.

• In 1973, they got permitted to use the air

route between Korea and Europe.

Korean Air at now

• In 2014, Korean Air has 148 aircrafts, and

its aircrafts are going to 45 countries, 125

cities.

• One of the members of ‘Sky team’

• The company owns one low-cost airline,

which is ‘Jin air’

• The leading company in terms of the

number of users


Company Introduction _ Main Business Units

Passengers Transportation

• In 1970, they started their first international

passengers transportation

• Taking 25% market share in the whole Korea

market (the leading company)

• It takes a share about 55% of the whole

company sales

Cargo Transportation

• Also started in the same year

• Taking 33.6% market share in the whole

Korea market (the leading company)

• It takes a share about 24.3% of the whole

company sales


Company Introduction _ Main Business Units

0

50

100

150

200

1969 yr 1980 yr 1990 yr 2000 yr 2013 yr

The number of whole

passenger

0

20

40

60

80

100

120

140

160

1969 yr 1980 yr 1990 yr 2000 yr 2013 yr

The number of whole cargo

Unit : ten thousand

Keep growing but

the increasing rate

is reduced these

days

0

2000

4000

6000

8000

10000

12000

Proportion of the passenger

sales

0

2000

4000

6000

8000

10000

12000

Proportion of the cargo

sales

Sales related with

USA

are relatively large,

but

domestic sales do

not

play an important

role


Company Introduction _ Sales & Profits (3 years)

2011 2012 2013

Sales 122,457 123,417 118,487

Gross profit 17207 13304 10950

Net profit -1997 2563 -3835

-20,000

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

2011 2012 2013

Sales

Gross profit

Net profit

Sales & Profits Analysis

• There are little difference between the years

• The amount of sales is stable through the years

• These days the company’s net profit is negative Profit margin is not good

• The reason : the cargo transportation market is not good these days, and low-

cost airlines become more competitive in domestic market. People tend to use

foreign airlines, because those airlines are cheaper than Korean Air.

Need new strategy to handle this problem!

Unit : 100 milion


Internet Marketing _ communication

Internet Website

• Offering company

information

• Online reservation is

possible through the

website

Facebook page

• The company uploads its recent

news and promotions

• Carrying out events which

promote the company ex)

‘대한항공 홍보대전’

Youtube page

• In the page, there are lots of

Youtube videos which support

the Korean Air

Failed to make a big difference in sales of the

company


Internet Marketing _ online channel for sales

• Customers can make a reservation through Korean Air web

site.

Just check some conditions and click, then people can

easily buy their

tickets through online channel

• Its proportion (online sales) of the company’s whole sales

is getting bigger


Internet Marketing _ recent campaign

As mentioned above, market situation to Korean Air is not that good (Net profit is negative)

Rapid growth of low-cost airlines and growing

preference to foreign airlines

Global cargo transportation market is not good

To make more profits, Korean Air try to create new demands

Travel to east-south Asia (Vietnam, Burma)

Reason : ①The number of travelers to Vietnam or

Burma is relatively smaller than other

countries (kind of new market)

②Growing interest to those countries

People have some interest these days+ Korean

Air’s promotion will make people’s interest more

bigger + Korean Air serves direct air route to

those places which is very convenient


누구나 저마다의 여행이 있다

Campaign

• Start: May 30, 2014

• Through its own web page, promotion for its air

route to Vietnam and Burma

• People should answer to some questions, then the

website is going to pick one travel type for you

• Web page link + Facebook link + Youtube video

Results

Approximately 5 months in:

• Website Visitors : over 7,000 after 1 month,

and over 46,000 after approximately 5 months

• The number of viewer in Youtube (main

video) :711,731


누구나 저마다의 여행이 있다 Key Idea 1: Fun

• The idea : We will help you find your own travel style!

There are many people who want to know their style They feel

interesting

People are interested in the result Complete the questions

• If you enter to the web page, first, you will meet some questions

about your preference. ( ex) Between two landscape photos, which

one do you prefer? )

• The contents of the questions are very fresh and original.

Stir your curiosity


누구나 저마다의 여행이 있다 Key Idea 2: Involvement

• After the questions the web page recommend one place to you

• The recommendation comes out from the result of your questions

People accept the recommendation more easily, because it is based

on their

involvement(questions)

Make people think the destination is chosen by themselves


누구나 저마다의 여행이 있다 Key Idea 3: Stimulation

• In the web page, there are many exotic pictures of Vietnam and

Burma

• Also, the web page provide short explanation about the pictures

• They recommend you the place or restaurant where you must

visit, and give you brief information about the best way to enjoy

Those pictures and information make you feel the trip to the place

which is

selected by the questions must be special

People will be influenced by the stimulation


누구나 저마다의 여행이 있다 Key Idea 4: Confidence

• Actually, Vietnam and Burma is not well known (popular)

countries to Korean travelers people are afraid of something

they do not know well

• People become confident, because the web site give them useful

tips for the strange places (lessen the anxiety)

• As mentioned above, the web site’s recommendation is based on

customer’s preference. People could be more confident, because

they think the recommended place is well-fitted with them

Raised confidence make the customers buy the tickets!



The number of the viewers has increased

(comparing with the last promotion)

success to get attention (exposure)



Monthly visits for the web site ‘누구나 저마다의 여행이 있다’

Monthly visits for the web site ‘Korean Air’

After the

promotion, the

monthly visits are

slightly influenced

by the promotion

(not a big

difference)


200000

220000

240000

260000

280000

300000

Korean Air Asiana

The number of 'Like' in Facebook

No significant

difference

Google trend : Korean Air

• Through the graphs above, we can figure out that Korean

Air’s internet marketing not that successful.

There is no significant difference in people’s interest in

Korean Air, and

Asiana still have larger number of ‘Like’ in Facebook.

Reason : Consumers are much more sensitive to the price

Total number of ‘Like’



Recommendation

• The promotion itself

success to get some

attention and interest

• Create new needs

(Travel to Vietnam and

Burma)

Fail to make more profit

People get information and idea

through the

promotion and make a trip with other

airlines

Should do price promotion together


Reference

Related URL

• ‘누구나 저마다의 여행이 있다’ :

http://mytravel.koreanair.com/main.jsp

• Korean Air : https://kr.koreanair.com/korea/ko.html

• Similar web : https://kr.koreanair.com/korea/ko.html

• Korean Air facebook page :

https://www.facebook.com/KoreanAir?fref=ts

• Youtube Korean Air promotion main video :

http://www.youtube.com/watch?v=Z4HjizPd2XQ&list=TLRH0

ZMaIYX9Rv5l8U2_6W6b0Uw9CH9MbH

• Google trend : https://www.google.co.kr/trends/



https://kr.koreanair.com/korea/ko.html






http://www.youtube.com/watch?v=Z4HjizPd2XQ&list=TLRH0ZMaIYX9Rv5l8U2_6W6b0Uw9CH9MbH






Company Report

:Starbucks

Park, Hyun-Jin

2011280053

[email protected]

http://www.google.co.kr/url?url=http://www.starbucks.com.au/Menu.php&rct=j&frm=1&q=&esrc=s&sa=U&ei=SrRIVOrFKuK-mwWkrICYBA&ved=0CB0Q9QEwBA&usg=AFQjCNGxgWe4QJNYTkqUOOGwvkI2t1Ah_Q



History 1971 Starbucks opens first store in Seattle’s Pike Place Market.

Folklore :Starbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by

the sea – featuring a twin-tailed siren from Greek mythology.

1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to

fine restaurants and espresso bars.

2014 Announces collaboration with Oprah Winfrey to co-create Teavana® Oprah Chai tea.

Enhances I Phone app with shake to pay and digital tipping.

Offers New Summer Refreshment options with Fizzio™ Handcrafted Sodas and Teavana® Shaken Iced Teas.

Opens stores in: Brunei and Colombia.

Total stores: 20,519 (as of March 30, 2014)in 65 countries.

Main business units Organized into two business units that correspond to the company's operating segments: North American and

International. Set up to build Starbucks’ businesses outside North America, including opening company- owned, licensed,

and joint-venture-based retail stores worldwide.

The coffee giant, based in Seattle, Washington, currently has two business units, Starbucks US and Starbucks Coffee

International (SCI)

Global Consumer Products (CPG) and Foodservice business units.



Sales/Profit (recent 3 years)

http://marketrealist.com/2014/02/sbux-stock-performance-know-starbucks-name/?utm_source=yahoo&utm_medium=feed&utm_content=graph-3&utm_campaign=sbux-stock-performance-know-starbucks-name




http://marketrealist.com/2014/08/must-know-starbucks-quarterly-earnings/?utm_source=yahoo&utm_medium=feed&utm_content=graph-1&utm_campaign=must-know-starbucks-quarterly-earnings



Communication Starbucks uses Web/mobile site, blog, Face book, YouTube, Twitter, App.

1) WEB SITE

3) FACE BOOK

2) BLOG



Communication Starbucks has been hugely successful on social media, attracting tens of millions of fans and followers and becoming one

of the most popular brands on Face book.

4) YOU TUBE 5) TWITTER

6) APP

http://tommytoy.typepad.com/.a/6a0133f3a4072c970b014e8b646aeb970d-popup



Sales-channels Users purchase in stores

Through online

Recent campaigns Starbucks Launches Brand Campaign, 'Meet Me at Starbucks‘

Treat Receipt

Behind the Scenes

Starbucks TV Campaign Celebrates Life's Moments in Text and Emoji


Campaign Start : Oct 28, 2013

It’s an interesting validation of the idea that social media can

have a very direct ROI.

Starbucks launched a ‘Tweet-a-Coffee’ campaign that enabled

people to give the gift of a $5 gift card just by putting both

‘@tweetacoffee’ and a friend's handle in a tweet.

Result • Over $180,000 has been spent to date, with users buying almost

37,000 gift cards

• More than 27,000 unique users bought gift cards for friends,

and 34% bought more than one gift card

• Not surprisingly, much of the activity took place early — 32% of the

gifts were bought on the first day

Starbucks ‘Tweet a Coffee’


Starbucks ‘Tweet a Coffee’ Key Idea 1: Digital marketing

This Campaign was about a lot more than gift cards

It highlights how the key to good social media marketing is about engaging with the target a

udience, offering them something that they want or need and let the momentum do the mar

keting.

“Tweet-a-coffee is a key next step as we innovate our social digital gifting offering.”

http://growingsocialmedia.com/wp-content/uploads/2014/09/coffee-and-phone-1024x682.jpg


‘a ‘Tweet-a-Coffee’ campaign that enabled people to give the gift of a $5 gift card just by pu

tting both ‘@tweetacoffee’ and a friend's handle in a tweet.

By creating a massive buzz and involving as many fans as possible

By offering consumers the chance to buy a friend a coffee, not only are Starbucks making s

ales, they are offering a new and interesting way for people to engage with their friends as

well as with Starbucks.

Starbucks ‘Tweet a Coffee’ Key Idea 2: Engagement

http://images.huffingtonpost.com/2013-10-29-Starbucks.jpg

http://images.huffingtonpost.com/2013-10-29-Starbucks2.jpg

http://2.bp.blogspot.com/-3o6wLW82kKw/UpTH1hR3IHI/AAAAAAAAAKs/I2HbKRa8TXo/s1600/Screen+Shot+2013-11-25+at+2.44.52+PM.png


Starbucks ‘Tweet a Coffee’ Key Idea 3: Tie - in

Starbucks now has information for all these gifters and recipients in their system, and this

can have massive longer-term impact on the ROI of this campaign

As these users continue to be customers, Starbucks now has a tie-in between theTwitter

accounts + credit cards + mobile devices + their customer list, and they have it for 54,000

people .

They can see the demographics of who are getting involved and this information is like gold

to a marketer.

Armed with such information, marketers are able to create targeted campaigns to appeal to

exactly the right people in the right place at the right time.

http://2.bp.blogspot.com/-1EtmCCMMW9o/UpTHlwEN-8I/AAAAAAAAAKk/tgLqKsNs7MY/s1600/StarbucksTweetaCoffe.png

http://www.societybride.com/assets/Mckeeman_Rutledge_CallieRieslingPhotography_IMG1464_0_low.jpg



Search

Google trends

http://trend.naver.com After Oct 28, search increased

http://trend.naver.com/





Twitter

www.topsy.com

Mobile app download

www.appannie.com

http://www.appranker.co.kr

Twitting

Starbucks

A lot of

starbucks app

http://www.topsy.com/

http://www.appannie.com/

http://www.appranker.co.kr/


Recommendation

Starbucks recently announced its second quarter 2014 results, which are extremely

promising. In fact, the company's success may help other food and beverage retailers who

are hesitant to embrace mobile technology realize that doing so is a smart business

decision.

All in all, Starbucks has been pleased with the effect that mobile marketing has had on its

bottom line, especially when integrated with other strategies such as the company's highly

successful loyalty and gift card programs.

Coffee Variety and Quality Control

In catering to different consumer preferences, Starbucks needs to increase its

variety of coffee offered. Starbucks needs to ensure that the coffee offered is

of the highest quality.

Starbucks Drive‐Through

Although Starbucks’ strategy has been to open as many stores as possible, most of its

stores are mid‐sized. As a result Starbucks loses potential customers.


Reference

Related URL

Starbuckshttp://www.starbucks.com/business/international

-stores

Yahoo http://finance.yahoo.com

Marketrealist http://marketrealist.com/2014/02/

starbucks-1q-fy2014-earnings-call-in-handy-charts-and-nu

mbers/?utm_source=yahoo&utm_medium=feed&utm_con

tent=toc-1&utm_campaign=starbucks-comparable-store-g

rowth-going-strong-worldwide-at-5

Ecosultancy

https://econsultancy.com/blog/64328-eight-awesome-soci

al-campaigns-from-starbucks#i.gw7k1r1063cvor

Mashable

http://mashable.com/2013/12/05/starbuckss-tweet-a-coffe

e-180000/

naver http://blog.naver.com/stussy9505/60203967386

http://blog.naver.com/kchwred/203808818

Google trends

http://trend.naver.com

www.topsy.com

http://www.starbucks.com/business/international-stores



http://finance.yahoo.com/

http://marketrealist.com/2014/02/starbucks-1q-fy2014-earnings-call-in-handy-charts-and-numbers/?utm_source=yahoo&utm_medium=feed&utm_content=toc-1&utm_campaign=starbucks-comparable-store-growth-going-strong-worldwide-at-5









































https://econsultancy.com/blog/64328-eight-awesome-social-campaigns-from-starbucksi.gw7k1r1063cvor















http://mashable.com/2013/12/05/starbuckss-tweet-a-coffee-180000/











http://blog.naver.com/stussy9505/60203967386

http://blog.naver.com/stussy9505/60203967386






http://www.topsy.com/


Reference

Video, image, etc. http://blog.naver.com/kchwred/203808818

Tweet a Coffee Send an eGift via Twitter.mp4←Double click here

Company Report

2011120011 Seone Park

[email protected]

Internet Marketing 2014 Fall Semester

Lego Group


History of Lego Group

- Started in 1932 at a Danish carpentry works

- Expanded to producing plastic toys in 1947

- Has extended its business area to theme park, films, clothes and so on

- Experienced crisis in mid-1990s, recovered by hiring new CEO and innovating its business

strategy(explained in detail in the next slide)

Main Business Units of Lego Group

Mainly, Lego product(bricks, figures, and sets of them) accounts for biggest part in Lego

Group’s sales, while they extending to related business areas based on characteristics of Lego

- Lego: Original and representative products

- Lego store: Operates 90 Lego stores(retail store). 68 in the United States, 7 in Canada, 15 in

Europe.

- Lego Land: Currently operates 6 theme parks in the world, building more. July 2005, the

control of 70% of the Legoland was sold to the Blackstone Group of New York, while the

remaining 30% is still held by Lego Group

- Films: Started its first animation film <Bionicle-Mask of Light>, 2003

Feb 2014, Lego's 7th animation film <The Lego Movie>, by Warner Bros

- Lego Serious Play: Started around 2000, a form of business consultancy fostering creative

thinking

Lego Group




- Lego's profits had declined since 1992, and in 1998 it posted its first ever loss, at £23

million, and laid off 1000 employees

- It was mainly due to emerge of digital ages with video/computer games

- From mid-2000s Lego started to recover by focusing on its core products

- Have started to accelerate with so-called ‘story marketing', by giving its products lines

story(themes), and making films such as Lego story(2012), The Lego Movie(2014)

(DKK

Billions)

Lego Group


0

10

20

30

2011 2012 2013

Sales Profit


Communication

Official Website

Provides products information(microsites), games, interesting contents such as video, and

official e-commerce site

Microsites

Many product lines have their own dedicated microsites

with abundant games, video contents, and so on

Lego Group


▼Official website

▼Micriosite of ‘Lego Ninjago’


Communication

LEGO’s own social networking website for LEGO fans

- More like official fan community website, rather than real ‘Social network service’ where it

can access and interact with larger number of and broader ranges of customers

Lego Idea: Gets an idea of new product from Lego fans, based on crowd-funding

system

Rebrick: LEGO fans share user-generated LEGO collections

My Lego Network: LEGO fan communication site for children. They collect, build, and

trade with virtual items

Several unofficial Fan websites such as mocpages.com

Lego Group



Communication

SNS

Youtube

- LEGO: Official LEGO promotion videos sorted by Theme

- LEGO Club TV: Interesting videos such as Designers’ video, Lego Club show, Lego Music

Facebook, Twitter, Instagram, Google+, Pinterest

- Share official promotion videos, photos, events, and other theme-related contents

- Not so differentiated among these SNS channels in terms of contents

- Compared to other company’s SNS, interaction with customers is not so active

- Limited to promoting Lego’s contents (not so two-way)

- Also need to connect SNS’s contents with its own social networking websites

- Facebook 9m+ likes

- Twitter 1.9m+ followers

- Google+ 1.5m+ followers

- Instagram 300,000+ followers

- Pinterest 2,000+ followers

Lego Group



Communication

App

- Free mobile game apps based on Lego themes (No in-app purchases)

- Each one with more than 1 million downloads

- LEGO City My City: 10 milion+ downloads

- Several series with 5 million+ downloads

Lego Group



On-line sales channels

Official E-commerce website

- Highly encourages its customers to shop on official e-commerce site

- Fancy and well-organized, products sorted as themes, categories, age ranges

and so on

Open market such as Ebay (in Korea: G-market, Auction, 11st…)

Such as Amazon (in Korea: Lotte.com, GS shop…)

Lego Group



- Partnership with Google, ‘Google Maps + LEGO bricks’

- A browser-based online Lego builder, with users’ creations located on Google Maps and shared worldwide

- “Lego building experience that sprawled over real-life geography”

- Based on Google Map interface and connected to Google+ account

Recent campaign

‘Build with Chrome’


June 2012 Started as a part of LEGO's Festival of Play, which marks the 50th

anniversary of LEGO Australia

- At the moment only Australia and New Zealand map were serviced

Recent campaign


Jan 2014 Official worldwide launch

- Expanded to the worldwide map

- Added ‘Building Academy’ with promotional tie-ins to the upcoming The Lego

Movie(Feb 2014. The “instructor” is a character from The Lego Movie and

completing challenges unlocks additional bricks)


Steps to play ‘Build with Chrome’

- Initially it presents the user with a familiar Google Map-style interface

- User chooses where to build his models on the map

- User builds up his Lego creation and submits it

- After being checked by LEGO, it is located on map and shared worldwide with user’s Google+ profile

- Users can navigate the world map and view other Lego creations made by others

- Their own creation or others’ can be shared on Google+

Overview



- Easy to play, ‘The simplest online LEGO builder’

- Works right in browsers (Buildwithchrome.com), no need to download anything Clicking the site by curiosity connects more to actual playing

- Enabled by Google’s technology; Google wanted to demonstrate the power of its Chrome browser (Chrome supports WebGL for rich, interactive 3D)

- Available not only on web, but also tablet and mobile phone

- Intuitive and easy user interface (everyone knows how to build up blocks!), also providing easy and fun tutorial (build academy)

Key Idea 1: Easy to access and play


▲Tutorial ‘Build Academy’


- Idea of building up my own LEGO on the world map

- Once submitted, user’s creation is permanent on the map and shared worldwide

- People can make their creation based on local characteristics or individual preference, and it is fun to look at local models or others’ unique creations

Key Idea 2: Enjoyable concept of contents High level of engagement



- Different from other Lego-related contents or games, Build with Chrome is most similar to actual Lego playing experience

- For people who don’t have a chance to play LEGO currently(e.g. grown-ups and adults), it provides vivid experience of playing LEGO

- It reminds them of their childhood memory of playing LEGO, strengthening the emotional relationship with them

- It can influence actual purchaser(parents) and potential customer(who will become parents) to buy Lego for their kids in future consumption situation. This influence would be very high, since normally parents don’t play themselves toys which their kids play.

- For the kids customers and existing Lego Fans, also strengthen the relationship with them by extending scope of playing Lego from offline to online

Key Idea 3: Indirect experience of using real products



- By using Google+ account, all the creations on the map are connected to user’s Google+ profile

- People can share their own creation on Google+

- Also take advantage of Google’s brand power and its abundant users

Key Idea 4: Connected to SNS(Google+)



After first launch in June 2012

250,000 visitors in 12 hours

800,000 visitors in 1 week

1 million+ visitors in 3 weeks

66,000+ published builds(users’ creations) in 3 weeks

After official launch worldwide in Jan 2014

Official video introducing ‘Build with Chrome’ on Youtube

1 milion+ view, 2,000 share, 5,800 likes <Figure 1>

Search(Google Trends, Naver Trends) (2012.06-2014 present)

Increased dramatically compared to first launch <Figure 2>

Twitter <Figure 3>

Mentioned a lot at the time of its official launch

Didn’t last that long, which can be inferred from the Search Engine trend statistics

But still steadily mentioned

▲<Figure 1> Youtube views(2014.01-2014 present)

▼<Figure 2> Google Trends(2012.06-2014 present)

Results


▲<Figure 3> Tweets on build with chrome, by TOPSY


Lego has conducted numerous unique online and offline promotion activities

based on its characteristics, ‘Creation’.

‘Build with Chrome’ is one of those Lego’s recent promotion activities

It has gained explosive attention and response from people, however those

attentions are hard to last for a long term

Lego’s online marketing such as official websites, E-commerce sites, and its own

social networking community sites are pretty successful, but in real ‘social’ part, it

lacks active interaction with its customers

Other than enthusiastic mania, trends and focus have been moved from

traditional, company-providing official websites to SNS where firms can reach

broader customers.

Lego needs to develop more interactive relationship with its customer via SNS

It can create other promotion activities based on ‘Build with Chrome’, making it

lasting

Can obtain more sustainability of its service, since it is serviced based on

Chrome partnered with Google and its SNS Google+

Conclusion


Reference

Related URL

http://www.Lego.com

http://www.northkingdom.com/cases/build-with-chrome/

https://econsultancy.com/blog/10322-lego-great-online-strategy-but-what-a

bout-social#i.kpgqo8e6yeb2ye

http://www.gizmag.com/google-lego-build-with-chrome/23098/

http://www.gizmag.com/build-with-chrome-lego-google/30652/

Video, image, etc.

http://www.gizmag.com/build-with-chrome-lego-google/30652/pictures#8

http://www.youtube.com/googlechromeaunz







https://econsultancy.com/blog/10322-lego-great-online-strategy-but-what-about-sociali.kpgqo8e6yeb2ye










































COMPANY REPORT PAMPERS

JAPAN

“Mom’s First birthday”

Son Woong

Business School [email protected]

http://facebook.com/sonwoong


History

- In 1956, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild.

- So he assigned fellow researchers in P&G's Exploratory Division in Ohio to look into making a better

disposable diaper.

- Pampers were introduced in 1961. They were created by researchers at P&G including Vic Mills and

Norma Lueders Baker.

- In 1969, Pampers launched a ‘wingfold’ design. By this time, Pampers became a national brand in USA.

Pampers is a brand of baby products marketed by Procter & Gamble. Pampers was at one time only used

as a trademark for a disposable diaper, but has since become a generalized trademark used to refer to

any brand of diapers.

Main business units

1. Diapers – main product.

2. Training pants

3. Baby wipes





Sum up.

• 2013. Total 35% global market share with $10

billion net sales.

• Q1. 2014. Online Sales 26.9% Market Share


Communication – Integrated Marketing Communication

Internet marketing activities

SNS

TV

ads Offline

promotion

PAMPERS use

TV ads for building

brand awareness

Offline promotion for

market penetration

SNS and blog for

Customer’s attitudinal

loyalty

To increase customer’s attitudinal loyalty, Pampers use various social media channel.

• SNS like facebook and twitter are used as a viral marketing channel of Pampers new product.

• Blog is also used as a customer inquiry and complain channel for better services.

• Pampers TV advertisements and viral videos are uploaded in Pampers’ youtube channel.


Communication – SNS and Internet based communication


https://twitter.com/Pampers

118,696 followers

https://www.facebook.com/PampersGlobal?fref=ts

14,067,542 LIKE

http://www.youtube.com/user/Pampers

Youtube subscription 12,460 https://getsatisfaction.com/pampers

blog


Sales

On-line channels


• Customers can directly buy Pampers

products with various discount events.

• Customers can enjoy some benefits if

they like facebook page or re-twit

• Mega distributers like warmart, flipcart,

amazon, best price, etc also provide

online channel for customers.

• Pampers Homepage direct buy • Mega distributer’s online homepage


Nike ‘True City’

Emotional Marketing is a term used within marketing communication that refers to the practice of

building brands that appeal directly to a consumer's emotional state, needs and aspirations.

Emotional branding is successful when it triggers an emotional response in the consumer.

Necessity for EM

Due to bloody competition in TV ads and offline promotion, Pampers should have…

• tried more sophisticated marketing method.

• built more effective way to bond existing consumers together.

• attracted new consumers so that they became more interested in Pampers product line.

The needs for Emotional Marketing

Has been skyrocketed!

EM would helps Pampers to attract it’s core target consumer

1. Existing consumer (mothers of children under age 5)

2. Future consumer (unmarried woman who cares about nurturing their future babies)


Nike ‘True City’ “Moms first birthday”

Recent campaign – Viral Youtube marketing based on EM

“Mothers first birthday” campaign

• Released : 2014. 7. 31.

• For consumers in Japan only

• It celebrates a big milestone in a new

mom's life—her baby's one-year

checkup. The brand partnered with

some dads to surprise some moms,

and the result is sweet and

heartwarming.

• Youtube, Facebook page, twitter channels

are used for viral spreading.

http://www.youtube.com/watch?v=uu3iM1azTj4



Recent campaign – Results

Results

• Youtube views : 3,533,273

• Estimated Earnings : $2.1K ~ 14.1K • 2014’ 칸광고제(Cannes Lions International Festival of Creativity)

• FILM CRAFT LIONS GOLD AWARD

• Pampers japan successfully attain global attention thanks to this

marketing activities

• Socialblade Youtube video statistics – Estimated earnings

• Socialblade Youtube video statistics – Total views 2014. 8. 1. ~ 2014. 10.19.



Recent campaign – Results

• Topsy twitter analysis of video RE-TWIT rate

• Google trends Pampers japan search statistics

The numbers of

Tweeting search has

been constantly

maintained at the

average of 150,000 per

month.

After releasing video on

Youtube, searches on

Google for Papmpers

Japan have increased

dramatically.


Recommendation

Brand position

Communication strategy

Campaign strategy

Recommendation

Marketing mix

By satisfying customers’ needs for high quality and

functional diaper, Pampers might become the world’s

leading diaper seller.

Communication

Through the both offline and online promotions, it is

expected to strengthen the communication with their

customers, and will not fall behind the aggressive

competitions in the diaper market

Campaign – emotional marketing

By utilizing emotional marketing, Pampers may

appeal to both current and future customers, and will

be able to follow up with the more sophisticated

marketing methods.


Search

Google trends – google search rate for Pampers japan

Socialblade youtube video statistics – Estimated earnings

Socialblade youtube video statistics – Total views for a month

Twitter

www.topsy.com – twit/re-twit rate statistics

Stussy marketing company blog - http://blog.naver.com/stussy9505/220146922684

Wikipedia, the free encyclopedia about Pampers - http://en.wikipedia.org/wiki/Pampers

ROCKEYNEWS 24 - http://en.rocketnews24.com/2014/08/08/try-and-get-through-this-video-without-tearing-

up/

Slide share - http://www.slideshare.net/niccotan/pampers-imc-plan

LIFE BUZZ - http://www.lifebuzz.com/mothers/

ADWEEK, THE PRESS TELEVISION ADVERTISING AND BRANDING - http://www.adweek.com/news/advertising-branding/ad-day-pampers-gives-moms-sweet-surprise-their-babys-first-

birthday-160151

Performance measurement

References

Heineken

Company Report

Sol Song

2009120052

E-mail address:[email protected]


Table of contents


• History

• Main business units

• Sales/Profit (recent 3 years)


• Communication

• Recent ADs

• Latest campaign

Recommendation

References


History

Heineken International is a Dutch brewing

company, founded in 1864 by Gerard Adriaan

Heineken in Amsterdam. As of 2012, Heineken

owns over 190 breweries in more than 70

countries and employs approximately 85,000

people.


History

Three key factors make Heineken unique:

Heineken® was the first and remains the only truly global

beer brand, enjoyed in 178 countries around the world

Heineken have a unique, worldwide footprint with

operations in over 70 countries, which means we have a

broader reach for our brands than any other brewer

Heineken have an internationally diverse, dynamic,

committed and entrepreneurial team of over 85,000

employees


Main Business Unit

It brews and sells more than 170 international

premium, regional, local and specialty beers,

including Cruzcampo, Tiger Beer, Żywiec,

Starobrno, Zagorka, Birra Moretti, Ochota,

Murphy’s, Star and Heineken Pilsener.


Sales revenue

Revenue grew 4.5 per cent, including a positive net consolidation

impact of 7.5 per cent and unfavorable foreign currency translational

effect of 2.1 per cent, largely driven by depreciation of the British

pound, Egyptian pound, Nigerian naira, Brazilian real and the Russian

rouble versus euro reporting currency. An organic revenue decrease

of 0.9 per cent is made up of a total consolidated volume decline of

3.5 per cent, partly offset by a 2.7 per cent increase in revenue per

hectolitre.


Sales revenue

"The integration of APB was successfully completed,

strengthening our competitive position. Continued

investment in our brands delivered strong growth in key

markets. And for the first time Heineken® surpassed 1mhl

in China."

Roland Pirmez, President Asia Pacific


Communication

Unique entrance page ① Greeting by customer’s

own language

② DOB Information saving

③ Identity appealing

Main homepage

① All language(all target

Country) provided

② Same formation of the page

all over the world


Communication

Facebook page ① Update new post at least

twice a month

② Recent Campaign, Recent

AD, Festival worldwide

Enormous Activities

59 categories such as Heineken

zoom(festival held in Holland),

Heineken Music, your future bottle

However most of them were

outdated or removed


Recent Campaign

Campaign

• Start: May 19, 2012

• Heineken Company HR Department

• Showed unique recruiting process and invited

customers to the recruiting process

•Actually hired the applicants who had be

elected by people

Results

One month in:

• Youtube click: 5M

• The number of HR site entrance

increased 279%

• Applicants increased 317%

• Google post 1.1M(87% are positive)

• 400M Gogle search


Recent Campaign

Hidden Camera ① Candidates experienced very strange

situation such as heart attack of

interviewer

② Choose 3 candidates who act like

Heineken’s vision(open your world)

Winner

The winner was the man who helped the

man on the edge to suicide

He still works in heineken


Recent Campaign

Keyword= Heineken

Meaning 1. The number of google

search was meaningful ->

meaningful as a marketing

activity

2. People in the internet

choose the man who will

work in Heineken

->Active participation of

customer

3. Applicants increased 317%

->Internet marketing

influence not only sales but

also Human resources


Recommendation

Heineken is successful in communicating with

their worldwide customers

Also, their AD and campaign successively got

attention from the people

However Heineken on Facebook is not adorable

suggestion

Remove the category which outdated

Customer can easily access on the interesting activity

Develop each country’s Facebook page

Enhance the communication through Internet

Another SNS method such as twitter


References

Heineken AD-Candidate

http://www.youtube.com/watch?v=j5Ftu3NbivE&list=TL0kM3f8SmoCc_EHu0JFSeV270jb

L6N91Z

Heineken Homepage http://www.heineken.com

Heinekencompany –Annual report http://www.theheinekencompany.com

하이네켄이 직원을 뽑는 방법?! Heineken - The Candidate|

http://www.youtube.com/watch?v=j5Ftu3NbivE&list=TL0kM3f8SmoCc_EHu0JFSeV270jbL6N91Z




http://www.heineken.com/



http://www.theheinekencompany.com/



http://blog.naver.com/supsupbee/40211936080











Company Report

Hae In Sung

Korea University Business School

Student ID 2010120037

[email protected]



History

1962: Established in California as a beachwear retailer.

1984: Acquired by Canadian retail store chain Suzy Shier.

2003: Following years of financially lackluster performance on the part of Wet Seal,

CEO Kathy Bronstein is forced out of the company; Peter Whitford takes over as

CEO and Allan Haims is named president of the Wet Seal division.

2004: Whitford and Haims resign from the company.

2005: Joel N. Waller is named CEO.

2013.1: New management has executed a number of changes to position Wet

Seal for growth and drive shareholder value

2005~2013 Changed a lot of CEOs

CIO John Kubo

→ Developed iRunway application. Active in establishing viral marketing

strategies

Current CEO : Ed Thomas



Target : 13-23 year old girls

(So to speak, teenagers)

Mall-based stores average 4,000 square

feet

Fun, trendy and fashion basic apparel and

accessories with budget-friendly prices

Target : 21-39 year women

Mall-based stores, average 3,100 square

feet.

All social occasions, broad assortment of

other categories plus accessories.



Sales/Profit (recent 3~4 years)

581

620

580

530

2011 2012 2013 2014

25 25

-70

-38

13 15

-113

2.8

2011 2012 2013 2014

Operating Income Net Income (USD Mil)

(USD Mil)

Revenue

47.8 47.6 48.6

34.4

9 9.6 14.9

22.2

0

10

20

30

40

50

60

2011 2012 2013 End of 2013

Cash(Equivalents) (%) Inventory (%)

Not so profitable over past 3 years

Compared to Revenue decrease, Net income

decrease is steeper

Cash(Equivalents) tend to decrease whilst

inventory steadily rose



Facebook : https://www.facebook.com/wetseal

Twitter : https://twitter.com/wetseal

Pininterest : http://www.pinterest.com/wetsealfashion

Instagram : http://instagram.com/wetseal

Youtube : http://www.youtube.com/wetseal

Wanelo.com : http://wanelo.com/wetseal

Tumblr : http://wetseal.tumblr.com/

Address

Effort to communicate with its main

target of teenage girls

Active marketing activities done in

diverse channels

Launched Wet Seal Plus(+) for

further communication

+ Snapchat(Recent)



Sales Distribution Channels

Offline malls Online mall Total 531 stores in 47

states and Puerto Rico www.wetseal.com


Marketing Application : iRunway

iRunway is a mobile application developed by Wet Seal

to attract and sustain consumers

Key Features


Marketing Application : iRunway

iRunway is a mobile application developed by Wet Seal

to attract and sustain consumers

How did they know?

91% of people knew the app through

referrals

‘Word Of Mouth’ Effect

Overview(iPhone platform)

Most people thought the

app was excellent and

found satisfaction in its

usefulness.


Wet Seal : Model Search

What IS ‘Model Search’?

• Event is held once a year

• Grand prize is $500 gift card plus trip to a certain

region(changes each year)

• Pick ‘ordinary people’ as models

• Let people ‘vote’ for models

• No restrictions on Height/Weight/Race/Brands

→ Participants between 13 to 18 need permission

from their parents

→ United States residents only

→ Stated the major factor for election as ‘personality’

A process for selecting models by

Wet Seal which also serves as a

marketing tool

→ Event period during March 2014

to April 2014

Characteristics of Model Search



Process of Model Search

All participants

100 people (semi-finalists)

50 people

25 people

FINAL WINNER

More than 34,000 entries in 2014s’

Popular videos posted on Wet Seal

Facebook’s fan page

Final winners are chosen by Wet Seal

(5 winners)

Semi-finalists : Awarded $50 gift card

• Just submit your form!

• Needs head shots&Full body shots

• Upload videos at YouTube

• Heavy competition



Key Idea 1 : Bonding Effect

• Wet Seal doesn’t inhibit participants of age(except under 13 and between 13 and 18)

• No discrimination by disability/fitness/brand/height/race

• Most important factor is “personality”, according to the promotional video

• Pick models from ‘non-professional’ fans

Hired a girl with down syndrome as a model

→ Special deal : Reach over 10,000K likes in 3 days! Encouraging words from people

who ‘liked’.



Key Idea 2 : Stimulates ‘Active’ participation

Participants have to upload their

video by themselves

→ They have to “actively think” how

they will present themselves in the video

→ A memory that is hard to forget

Even those who are not

participating can enjoy by looking

at participants’ videos and voting

→ Stimulate social communication

• A video by Hunter Denoyelles, final

winner of Model Search in 2013.

• Replies to Hunter’s video



Key Idea 3 : Synergy between different channels

Effective for looking into future

channels

As competition heats up, people tend to look

for various channels to advertise themselves

(example) Snapchat


Experiment with Snapchat

Experiment of Wet Seal : MsMeghanMakeup

• Wet Seal enlisted the help of an online beauty blogger,

Meghan Hughes aka MissMeghanMakeup, who has

around 291,000 YouTube subscribers, over 157,000

Instagram followers, and 82,000 Twitter followers

• Took over Wet Seal’s Snapchat account for two days and

helped them reach their target market: the under 25’s.

• Started from December 17, 2013 and 2 weeks

• She used the ‘Snapchat Stories’ feature to document

her life and subtly, promote Wet Seal clothing

• Over 15 snaps exist, only few are distributed through

AdAge

• Depicted everyday life of baking cookies, puppies,

Christmas snow, etc.



What IS Snapchat?

• Photo and video sharing platform with one big twist

→ Messages are timed and automatically delete themselves once viewed

and thus, cannot be saved, unless the recipient screenshots the snap in time.

• As this platform evolves and grows, more features are being added

→ Snapchat Stories allows the user to upload numerous videos and photos

to create a narrative which lasts 24 hours and can be viewed more than once

within the given time frame.



Key Idea 1 : Increasing popularity

• Media with Conventional wisdom

→ Lets people focus on activities. Effective for brand communication

• Has Obtained consistent growth since launch and their growth rate is alarming

• Has lots of other functions that could be added in the future

→ ‘Replay’ feature added at October, 2013



Key Idea 2 : Snapchat customized for Wet Seal’s target segment?

• Especially popular to young women from 13 to 25

• Fits well when appealing to homogenous audience

• Segment familiar with iPhone (ex) iRunway

• Needs developed social network channels for effective marketing which

Wet Seal already accomplished

• Fits very well with Wet Seal’s target Customer



Key Idea 3 : “Out-of-box” format

Timer function

• Build messages within “limited time and

space”

→ 5 inches, 10 seconds (example)

GPS possibility

• GPS function able to be corporated

• If adopted as revealing the user’s location…?

→ Marketing strategies using Snapchat would

change very much



Results : iRunway(as of April, 2011)

40

20

0

50

Conversion Rate(%)

App Non-App

Number of outfits posted

Facebook fans increased

Increase in Conversion Rate

Largest source of Upstream

traffic to wetseal.com

15

8

2

0

5

10

15

20

Upstream traffic(%)

Facebook Facebook:average Blog

* K = 1,000, M = 1,000,000



Results : Model Search

• Wet Seal acquired about 100K facebook

fans by this.

• 300K Youtube viewers and 10 million

facebook feed posts were created



Results : MsMeghanMakeup

• In the end, the story was viewed 6,000 times in 24 hours, and Wet Seal gained

9,000 friends on Snapchat

• Comprised largely of girls between 8 and 14 years

→ Wet Seal had 2000 friends before Meghan took over the account

→ Similar meaning as Facebook friends

• Wet Seal’s own story drew 250,000 views in 2 months



Increased awareness during

• MsMeghanMakeup’s Snapchat period and

• Model Search 2014(from March to April)

Results on Google Trend


Recommendation

iRunway on Android

People complain on bugs : low rating(opposite from Apple)

-> Invest more on management!

-> Hire programmers along with models

-> Integrate discount features into the app

Model Search : Same concept every year?

-> Differentiate concepts by each year

-> Create new festivals based on model search

(ex) Vote for models(existing) – Halloween event!

Snapchat

-> Facilitate events with snapchat

-> Snap “NNN” and give users discounts/adopt designs

-> Pick “Best snap of the week/month” -> use ‘replay’ feature(13.10)


Reference

Related URL http://www.referenceforbusiness.com/history/Th-Ul/The-Wet-Seal-Inc.html

http://www.wetsealinc.com/corpinfo/corpinfo.asp?id=3

http://www.mobilemarketer.com/cms/news/social-networks/17722.html

http://www.downsyndromedaily.com/2013/09/karrie-brown-model.html

http://jezebel.com/how-my-daughter-became-wet-seals-first-model-with-down-1441114081

https://www.facebook.com/karriebrownmodel

http://www.wetseal.com/karrie-brown/karrie-brown.html

https://www.facebook.com/wetseal/posts/10151851433830030

http://www.huffingtonpost.com/2013/09/17/karrie-brown-model-wet-seal_n_3941203.html

http://www.today.com/style/teen-down-syndrome-stars-wet-seal-campaign-4B11194690

https://www.facebook.com/wetseal

http://www.wetseal.com/

https://twitter.com/wetseal

http://www.retailcustomerexperience.com/blogs/how-wet-seal-created-customer-engagement/

http://www.plus-model-mag.com/2013/09/plus-size-inspiration-modeling-dream-comes-true-for-teen-with-down-syndrome-thanks-to-wet-seal/

http://www.today.com/style/teen-down-syndrome-stars-wet-seal-campaign-4B11194690

https://twitter.com/MsMeghanMakeup/status/414180201224876032

https://www.facebook.com/71392670029/posts/10152176791425030

http://topsy.com/analytics?q1=wet%20seal&q2=model%20search&via=Topsy

https://www.facebook.com/karriebrownmodel

http://financials.morningstar.com/ratios/r.html?t=XNAS:WTSL&region=usa&culture=en-US

http://adage.com/article/digital/build-a-brand-snapchat-hire-a-16-year/291124/


http://www.mobilemarketer.com/cms/news/messaging/17037.html

http://www.cyberalert.com/blog/index.php/attention-marketers-snapchat-is-now-the-3rd-most-popular-social-media-app-among-millennials/

https://contentequalsmoney.com/using-snapchat-a-guide-for-brands/

https://www.google.co.kr/trends/explore#q=%2Fm%2F03p3j21&cmpt=q


http://www.wetseal.com/model-search-official-rules/model-search-official-rules.html
















Reference

Video, image, etc. (on the next page)

http://www.google.co.kr/imgres?imgurl=http%3A%2F%2Fwww.hannadesigngroup.com%2Fgalleries%2Fconstruction%2Fwetse

al1.jpg&imgrefurl=http%3A%2F%2Fwww.hannadesigngroup.com%2Fconstruction.asp&h=325&w=507&tbnid=R_OyZds5Qz5s

kM%3A&zoom=1&docid=z-712-

cosZdtiM&ei=zXBOVOKUKIil8QXf34LQAw&tbm=isch&ved=0CFYQMygwMDA&iact=rc&uact=3&dur=2886&page=3&start=40&

ndsp=25

http://www.google.co.kr/imgres?imgurl=http%3A%2F%2Fa.scpr.org%2Fi%2F3327d0185629405b9ebbde34a1d7699e%2F5533

2-full.jpg&imgrefurl=http%3A%2F%2Fwww.scpr.org%2Fblogs%2Feconomy%2F2013%2F04%2F01%2F13119%2Fwet-seal-

promotes-two-executives-to-reenergize-

str%2F&h=321&w=572&tbnid=E6jTlOWCCJ8sIM%3A&zoom=1&docid=dD7FygBNKQSZvM&ei=zXBOVOKUKIil8QXf34LQAw

&tbm=isch&ved=0CCQQMygIMAg&iact=rc&uact=3&dur=3770&page=1&start=0&ndsp=16

http://www.youtube.com/watch?v=p8zZNIOmNt4

http://www.youtube.com/watch?v=OhXbvUiMj8Y

https://www.youtube.com/watch?v=6fvNxowjC9I

http://www.youtube.com/user/wetseal/featured




Reference (Added)

iRunway

http://apparel.edgl.com/magazine/April-2011/Social-Media,-Mobile-Payoff-Continues-for-Wet-Seal-72047

http://appcrawlr.com/ios/irunway

http://www.oracle.com/us/corporate/profit/features/121710-wetseal-197268.html

http://sociallymindedmarketing.com/2013/07/22/can-an-ecommerce-site-benefit-from-social-media-games/

Snapchat

http://www.mediabistro.com/prnewser/wet-seal-hands-its-snapchat-account-to-a-16-year-old_b82905

http://blog.trafficoptimiser.com/2014/10/snapchat-causes-stir-with-their.html

http://room214.com/social/should-my-brand-jump-on-the-snap-wagon

https://www.marketingtechblog.com/tap-younger-audiences-snap-social-marketing-potential-snapchat/

http://www.buyrealmarketing.com/blog/snapchat-social-marketing-potential/

http://www.slideshare.net/FreshDigitalGroup/snapchat-for-brands-yes-or-no

http://www.pcmag.com/article2/0,2817,2428653,00.asp

Finance

http://www.fool.com/investing/general/2013/12/16/is-wet-seal-beginning-to-look-like-jc-penney-did-b.aspx

https://www.internetretailer.com/2014/09/05/retailer-wet-seal-brings-back-former-ceo

http://www.businesswire.com/news/home/20140910006431/en/Wet-Seal-Announces-Quarter-Fiscal-2014-

Financial#.VHw62jGsXl8

http://finance.yahoo.com/q/is?s=WTSL
































Model Search


https://www.facebook.com/gracemccullough

http://www.wetseal.com/model-search-official-rules/model-search-official-rules.html

http://www.auditionsfree.com/2011/wet-seal-model-search/

https://www.youtube.com/watch?v=C6MQiV-bvF4

http://www.jurgita.com/agencies/1089/blog/7173/

http://www.youtube.com/watch?v=OhXbvUiMj8Y

http://www.youtube.com/watch?v=_6yjiA0vL04

Reference (Added)


Q&A

THANK YOU