What color is your shopping bag?

2. What color is your shopping bag?

3. 1.Situation analysis(1-5) 2.Communication analysis(1-4) 3.Brand identity concept(1-2) 4.Consumer analysis(1-4) 5.IMC strategy (marketing strategy) (marketing object) (IMC program1-6)

4. total foreign/Jap tourists Rate Foreign tourists spendingrate (1 day/1000won) Koreasyndrome (source:Korea tourism public office ) (source:Korea tourism public office ) *With Korea syndrome rate of Japanese tourists is increasing *41%of foreign tourists are Japanese *Spending amount of Japanese tourists in Korea is the biggest Increase of Japanese tourist our pie related tourism gets bigger 1.Situation analysis (1)

5. Brand preferenceof DFS TotalM/Sof DFS (Source:2004 Shilla marketing) (Source:2004 Korea tourism office) • Lotte ranked No1.at brand preference • Shilla ranked No3. at brand preference • Lotte ranked No1. in M/S • Shilla ranked No2. in M/S DFS market is two mountain composition ‘Shilla DFS’ vs ‘Lotte DFS 1.Situation analysis (2)

6. But there is a big gap

7. Lotte could even get big brand awareness with their smart tactics 1.Situation analysis (3) Why does a big gap exist? Shilla DFS Lotte DFS Concept *Korea No1. luxurious hotel duty free shop *The most popularized duty free shop in Korea with friendly image. Strong *Luxurious interior *Korean sentiment *The image of ancient empire *Valet parking service *Big model star marketing *Good at approach ness *High preference Weak *No active marketing strategy for foreign consumer *Low at approach ness *Low awareness *Not luxurious *Crowded atmosphere *Store positioned at 10th floor of the department

8. Then, can we solve a problem if we follow star marketing? Duplicated strategy could even threaten our brand identity

9. Is there a no way to reduce a big-gap between Lotte and Shilla?

10. There is a one answer

11. DFS M/Sin Jeju DFS M/Sin Seoul Etc 20% Lotte 35% Lotte 55% Shilla65% Shilla25% (Source:2004 Shilla marketing) (Source:2004 Shilla marketing) preoccupied preoccupied Jeju 1988 ShillaDFS open 2000LotteDFS open Seoul 1986 ShillaDFS open 1980 LotteDFS open 1.Situation analysis (4) Let’s look at Jeju DFS market situation Lotte DFS is M/S No1 in Seoul Shilla DFS is M/S No1 in Jeju

12. Do you think there are two different consumers Between Jeju and Seoul?

13. Age structure of Jeju consumer Age structure of Seoul consumer (Source:2004 Shilla marketing) (Source:2004 Shilla marketing) 20~30s female are the main consumer in Jeju Shilla DFS 20~30s female are the main consumer in Seoul Shilla DFS 1.Situation analysis (5) Total consumer rate of foreign tourist Same condition of consumer at Seoul and Jeju DFS market

14. Because of consumer’s perception in their mind! Seoul No1. Lotte and Jeju No1. Shilla why is there a different result shows between Seoul and Jeju? Change their perception!

15. What have we done To change their perception ?

16. 2.Communication analysis (1) What have we done so far Failed to attract consumer to the roof Korea syndrome studio Service for domestic consumer Valet parking Failed to distinguish from other DFS Wide and luxurious interior Located in corner Discount shop Similar level of discount Membership benefit These efforts weren’t enough to change their perceptions

17. 2.Communication analysis (2) Interview Interview Interview Japanese Student _24 Japanese Freelancer _31 Japanese House wife _42 “I saw many Lotte advertisements, so I shop there” “Aren’t all DFS similar? I just go to whatever is nearby” “Isn’t Lotte the most famous DFS in Seoul?” Without distinguished ‘special benefit’, they will keep going to Lotte DFS

18. 2.Communication analysis (3) : case study Let’s take a look about succeeded benefit -1947start as a Malaysia regional airline (10 aircraft, 6000staff) -overcome late started handicap with distinguished strategy 1.Focused on economy class service 2.embody free drink and blanket service 3.traditionally costumed uniform. 1995 ‘year of airline of Asia’ award 2000 Ranked #3 world best airline overcome the handicap of late starter with inimitable strategy

19. 2.Communication analysis (3) : case study -late starter in mp3 market -technology of making hard disk Approach high up-to-dated mp3 market with distinguished weapon 1.bigger size,bigger memory! 2.not special sound and function but special design and interface 3.selectable color options, and fashionable 2004 i pod(mini) started to sell 2005 Jan. make a 80%of America market i pod succeed with the weapon specially they own,not a thing what people say important overcome the handicap of late starter with inimitable strategy

20. 2.Communication analysis (4) : case study Successful benefit has their own color

21. 3.Brand identity concept (1) We should tell our prepared benefits ‘in shilla’s own way’ Image of Ancient Empire Korea sentiment Luxurious What color does Shilla DFS has?

22. 3.Brand identity concept (2) We will approach them in golden tone.

23. TA rateof Shilla DFS/Lotte DFS FIT rateof Shilla DFS/Lotte DFS (Source:2004 Shilla marketing) (Source:2004 Shilla marketing) FIT of Shilla DFS is increasing Shilla DFS TA is decreasing 4.Consumer analysis (1) Lotte is taking Shilla's TA market Therefore,there is necessity to attract TA

24. Age structureof possible consumers Average hourof shopper in DFS Sex distinctionin Shilla DFS’s consumer (Source:2004 Shilla marketing) (Source:2004 Shilla marketing) (Source:2004 Shilla marketing) 4.Consumer analysis (2) Our target is 20-30 female who staying DFS about an hour

25. Purpose of Japanese touristsdfffffffor traveling Korea Expecting factors at vshopping Korea DFS (50N Survey 20-30femail) (source:Korea tourism public office ) Price, interest,convenience, credit is the important factors for choosing duty free shop. 79% of Japanese tourists expect ‘shopping’ when they coming Korea 4.Consumer analysis (3) So what are the most important factors for 20-30 female TA for choosing DFS? Necessity to attack the 4 elements in Shilla’s distinguished way

26. 4.Consumer analysis (4) Consumer’s profile Consumer’s profile Consumer’s profile • Female at 20’s • Osaka university student • Korea syndrome mania • Travel in group guide • use WWW.google.co.jpSearching engine • enjoying new culture shocks • go for shopping as a hobby • Sensitive in price • Female 20’s • freelancer • prefer economic shopping tour • crowed shopping area makes her stressed • exchange travel information at on-line community she belongs • early adopter • sensitive at sale event • Female 30’s • House wife • prefer comfortable than adventure • enjoy family unit travel • sensitive in price • wanting valuable service • prefer to shop in relaxed atmosphere

27. step1 Give consumers Shilla's special benefit step2 Conduct a Shilla's stylish golden campaign step3 Changing consumer’s perception 5.IMC strategy (marketing strategy)

28. 5.IMC strategy (marketing object) Step3 International fame Step2 Changing perception step1 Special benefit

29. 5.IMC strategy (IMC program) 1.Advertisement“Listening comprehension project”“guerilla noticing project” 3.Database from Japan “trend watcher project” 2.Promotion“excuse me it's on sale project”“golden stage project”“shiny noisy project”

30. 5.IMC strategy (IMC program1) Advertisement 1 (Listeningcomprehension project) We can expect association effect by ringing a bell at three relatedplace. We can be positioned in there unconsciousness.

31. 5.IMC strategy (IMC program2) Advertisement 2 (differentiated approach)

32. 5.IMC strategy (IMC program3) Promotion 1(differentiated price )

33. 5.IMC strategy (IMC program4) Promotion 2 (differentiated interest)

34. 5.IMC strategy (IMC program5) Promotion 3 (differentiated convenient)

35. 5.IMC strategy (IMC program6) Database from Japan (differentiated source) *make a Korean student studying in Japan as a trend watcher *catch a demanded code from young mass *use it as a marketing source of Shilla DFS *gets faithful information from direct generation *easy to catch a very changeable consumer’s needs

36. Thank you Thank you.