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Japanese-Marketing Strategy for Shilla Duty Free Shop

Japanese-Marketing Strategy for Shilla Duty Free Shop. Contents. 1. Analysis. 2. Keys for Break-through. 3. IMC Strategy. Let Them Discover !. Analysis. Market Situation. Consumer. Competitors & Shilla. * Chart I-1. *Chart I-2. Where do you go shopping? (Japanese Visitors).

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Japanese-Marketing Strategy for Shilla Duty Free Shop

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  1. Japanese-Marketing Strategy for Shilla Duty Free Shop

  2. Contents 1. Analysis 2. Keys for Break-through 3. IMC Strategy

  3. Let Them Discover !

  4. Analysis Market Situation Consumer Competitors & Shilla * Chart I-1 *Chart I-2 Where do you go shopping? (Japanese Visitors) Do you go shopping in Korea? (Japanese Visitors) Total Japan Duty free shop Total Average ‘Yes’ Japan 2003 2004 2003 2004 40% of Japanese visitors go shopping in duty free shops (excluding Airport duty free shops) Percentage of Japanese visitors 40% (2004) Growth rate of visitors Average 30.6% Japanese 38.2% 89.3% of Japanese go shopping in Korea They’re a lot! A lot more will be coming! Almost everyone goes shopping! 4 out of 10 visit Duty free shops!

  5. Analysis Market Situation Consumer Competitors & Shilla * Chart I-3 Japanese traveling style: Japanese prefer traveling personally with acquaintance and pursue new cultural experiences. Relaxation Exciting Travel Sightseeing Entertainment Budget Quality Meet new people Acq uaintance Pursuit familiar culture Pursuit new culture Learn Enjoy * Chart I-4 Tour many place Stay Short term/Frequent Long term/Seldom Visit one place again Visit new places 44.6% 27.6% 27.8% Deluxe Hotel Don’t care class of hotel Luxury restaurant Popular restaurant Group Personal Free Individual Traveler Semi-Package (Air-Tel) Tranquil place Famous place 72.2% Self-scheduling Travel agency Package tour Gift Shopping Shopping for oneself Our target audience who is strongly influenced by IMC strategy Brand product Local product

  6. Age Period of Stay (av.=3.1) Occupation Travel Companion Shopping Items Style of Spending Travel Type Etc. Analysis Market Situation Consumer Competitors & Shilla Target Profile Core Target Sub Target 30~40 years old Female 20~30 years old Female 4 days 3 days Stereo type House Wife College Student / Office Job Husband (who likes Korean Food) Working associate Gucci Bag, Korean Food (Kimchi) Clothes, Cosmetics Relatively Generous Economic F I T (Free Individual Traveler) Semi Package (Air-Tel Package) Fan of Yon-sama Interested in Korean Beauty Therapy, And Korean Pop-music

  7. Analysis Market Situation Consumer Competitors & Shilla ‘Obarian’? 30~40 years old Female Target Profile = Oba-san (old lady) + Alien So far, economic ‘Thrift’ and ‘Obedience’ to their husbands was considered as a virtue. However, recently, they have become more self-conscious. They’re willing to spend their money for themselves. They’ve just started to rebel. NOW, they do what they want to do! Core Target They are spontaneous!

  8. Analysis Market Situation Consumer Competitors & Shilla * Chart II-1 * Chart III-1 IMC Budget Shilla Lotte Customer Preference Number of outlets Service Quality Lotte & Lotte World 31.6% Shilla 16.3% Airport duty free (abroad) 19% It’s Lotte Vs. Shilla! Airport duty free (Korea) 15.3% Number of items Brand Recognition Shilla duty free 16.3% Lotte duty free 20.4% Undoubtedly, Lotte is No 1. Duty Free Shop in Korea Lotte world duty free 11.2% Walkerhil duty free 9.9% Dong Hwa duty free 7.8%

  9. Analysis Market Situation Consumer Competitors & Shilla Low budget Limited Outlet (There’s only 1 outlet in Seoul) However, Shilla ≠ Lotte Simply enlarging market share is not Shilla’s objective Create new market demand by repositioning Shilla! Lotte exceeds Shilla in most of the categories ‘Exceeding Lotte’ is unrealistic and meaningless Our objective is not sales No. 1 Our objective is Maximum Profit!

  10. Analysis +α ‘Yon-sama factor’ Yong June, Bae Typical use of Korean-star marketing Massive star-power among Japanese However, already occupied by Lotte Is there another Korean wave star we can use? Yes, there’re several of them , but… They’re just No.2 There’s no one else like ‘Yon-sama’ Limited budget ‘Me-too’ strategy No. 2 Strategy Doubtful effect ‘Invincible’ Yon-sama Then, dispose ‘Korean-star marketing’ There’ll be another way of using Korean Wave “Let’s meet at ‘Lotte’ , We must.”-head copy of Lotte

  11. Analysis +α ‘Korean Wave(韓流)’ Post- Korean Wave is important issue Korean wave was initiated by few spontaneous fans of Korean pop-culture, but it has become a cultural phenomenon Winter’s sonata (冬のソナタ) ‘Yon-sama’ syndrome Another Korean Star TV Drama Fashion Food Pop music Sports Interest on Whole Korean Culture Now Japanese people have a favorable attitude towards overall Korean culture. From now on, the issue is how can we continue and develop this phenomenon. Entertainment Culture Korean Star Marketing Korean Culture Marketing

  12. What are our keys for Break-through?

  13. Key No.1 Service * Chart I-5 Relatively High satisfactory rate on service : Russia, USA, Germany, England, Canada Japan shows lowest satisfaction on Shopping Service in Korea Visitor’s Customer Satisfaction in Korea (Shopping,Service) Japanese customers have high standards about service! * Chart III-2 Service AGE 30~40 And above The older they are, The more chance of them re-visiting Korea, AGE 20~30 Times of visit The Quality of Service is important! Price & Product

  14. Key No.2 Post-Korean Wave Yon-sama (Star-marketing) Repositioning Shilla! Pop-culture Lotte Popular Crowded Korean Wave Star Marketing No.1 Shilla = Korean Culture Biggest Korean Sentiment Luxury, Noble Shilla Comfortable Tranquil No.1 Service High-quality

  15. Key No.3 Luxury/Mystical Marketing Shilla is located in Jang Choong-Dong Not easy to find Lotte is located in Myung-Dong Very convenient Low Accessibility is Another weak-point of Shilla But what if we reverse the thinking? “Shilla is not easy to find (not as easy as Lotte) Because it’s not for everyone It’s like a Hidden Treasure once you find it, You are going to think it’s worth a visit…” Curiosity 55.2% of Japanese Visits Myung-dong Shilla supports \10,000 for Taxi fee. Did you know that? Let them move! Let them discover! Use their spontaneousness! 8.2% of Japanese Visits Nam-san

  16. 3 Key Points High Quality Service ? Luxury/ Mystical Marketing Korean Wave Obarian Curiosity Entertainment Culture

  17. Main Concept “ Find Your Treasure ” Related Images Spontaneous Yours Luxury Precious Only Discover Valuable Exclusive Action Mysterious Your Own Adventure Not ‘His’ Or ‘Hers’ Treasure Island Shilla Kingdom Jewel Hidden

  18. IMC Strategy

  19. Shiranakatta! Shilla Step 1

  20. IMC strategy Ad Campaign Step 1. ‘ Shiranakatta! Shilla. ’ Low brand awareness is a weak point of Shilla No.1 Priority Raise brand awareness! Marketing Objective Shiranakatta(しらなかつた) – “didn’t know” + ‘ ! ’ mark Meaning Lotte customers and other potential customers Targets Intent Make them think “I missed something” “What if I knew Shilla?” “There’s a lot of benefit that I didn’t know” Shiranakatta! Shilla. Find your treasure

  21. IMC strategy Ad Campaign Step 1. ‘ Shiranakatta! Shilla. ’ Expected Effect The words ‘Shiranakatta’ and ‘Shilla’ rhymes Easy to remember, brand recognition effect A lot of information is actually not well known. Describe detailed “information” and “facts” about Shilla. History, Location, Brand, Service, Renewal, Atmosphere, Membership etc. How to do You didn’t know? It’s such a pity! Shiranakatta! Shilla. Find your treasure

  22. Mo ich do… Shilla Step 2

  23. IMC strategy Ad Campaign Step 2. ‘One more time.. Shilla. ’ * Chart I-6 * Chart I-7 Do you want to visit Korea again? How many times have you visited Korea? ‘Don’t know’ 26.6% Above4th 38.3% 1st 34.2% ‘Yes’ 68.7% ‘No’ 4.7% 2nd 16.7% 3rd 10.8% 68.7% 65.8% They want to visit Korea again! They actually visit Korea again! Long – term marketing is important. Make them visit Shilla again! Mo ichi do(もう1度)… Shilla. Step 2.もう１度(Mo ichi do)… Shilla = One more time… Shilla Find your treasure

  24. IMC strategy Ad Campaign Step 2. ‘One more time.. Shilla. ’ Marketing Objective Repositioning Shilla as a Duty free shop with High-Quality Service Make them think “Why do they visit Shilla again?” “What’s special about Shilla?” Intent Customers will recognize Shilla as a prestigious duty free shop brand loyalty will increase Expected Effect How to do Story-telling advertisement “I’ve been to Shilla and I experienced an unforgettable service I want to go there again…” - by Japanese narrator in her 40’s Mo ichi do(もう1度)… Shilla. Find your treasure

  25. Shilla, Whenever I visit Korea… Step 3

  26. IMC strategy Ad Campaign Step 3. ‘Shilla, whenever I visit Korea… ’ Shilla as a ‘must-visit’ place Marketing Objective Make them feel “I really have to go there” Intent Successful long-term relationship with customers Emphasizing Shilla’s superior membership system Expected Effect How to do “According to…” type advertisement. reputation-based advertisement. Narrator (a Japanese husband) wonders “Why my wife always wants to visit Korea?” and “why my wife always visits Shilla whenever she goes to Korea? So one day I asked her, according to her…” Shilla, Whenever I visit Korea… Find your treasure

  27. IMC strategy Internet Marketing Why is it important? * Chart I-8 37.1% Internet is the No. 1 source of information As ‘FIT’ type of travel is getting more popular, the internet is getting more influencial What is your source of traveling information? Let’s search! Search Word Internet 37.1% Travel agency 18.8% ‘Korea duty free’ ‘韓国免税店’ ‘韓国の免税店’ By recommendation 17.7% Magazine/travel book/booklet 14.7% Magazine/Newspaper Ad 8.6 TV/Radio Ad 0.9 TV program 0.4 Nothing comes up about Shilla! Newspaper article 0.3 Find your treasure

  28. IMC strategy Internet Marketing Preoccupy internet search engines result list No.1 of ‘‘韓国の免税店’ Yahoo Japan Lycos Japan Infoseek Goo Fresheye Excite Increase of Visitors! Accessibility Famous travel- information web sites Banner Ad Reinforce more detailed information and easy accessibility Visit Again & Again! Contents Random-time E-coupon Various kind of Guerilla coupon Internet Event Find your treasure

  29. IMC strategy Customer Service D-card S-card 20-30s More discount 30-40s More mileage, service Special Membership Service Membership Send X-mas card annually to Japan (For VIPs, hand-written by Shilla staffs ) Thoughtful service X-mas / New year Card Recruit Japanese staff Comfortable, familiar environment Korean culture map (Theaters, museums, etc.) Korea culture news page (Performance schedules) Useful Information Guide Book Find your treasure

  30. IMC strategy Etc. In-flight commercial Story-type In-flight Ad A Japanese husband complains, “Why my wife always wants to visit Korea?” And “why my wife always visits Shilla whenever she goes to Korea?” according to her(…)” Sponsorship Enjoy Korean Culture! Korean traditional performance Korean pop-music concert Musical Play Classical music concert Discount or Sponsor Guerlain spa (in Shilla hotel) Relax & Well-being Discount or Sponsor Find your treasure

  31. I Discovered… Find your treasure

  32. Find your treasure

  33. Q & A Find your treasure

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