기사보기
Summary
There are some issues that the Motorola cannot see their cores of the problems. In the solutions they have suggested, they have only story about the company not about the product and customer.
Not 'company', but 'product'
According to article 'Motorola: It's the phone' in Fortune, "The problem is the phone not the business. Separating the company cannot solve the problem." It is a critic about Motorola's action which is centered in developing the company not in superior competitive or using human sources.
Not 'RAZR', but 'platform'
It is down on Motorola's philosophy of product. Motorola made a 'RAZR' which has been a star mobile phone in the world but they missed platform which could make efficient and systematic mobile products. When Motorola made 'RAZR', Nokia has mastered the know-how of software platform and have enlarged a market share. The key to success of business was proven that it is the pursuit of standard and efficient not the event in success of one product.
Not '20th Century', 'but '21st Century'
The company which plans their blue print by understanding 21st employees can remain, but the company which concentrates on 'asset value' not on 'a man of ability' will go down. Motorola is expected that they are going to spent lots of time finding a new leader of separated mobile phone branch and setting up the company.
Opinion
In modern market it is required that the understanding of a man of ability and having a innovation process together.
There are a lot of temptations like short-term company's evaluation, the success of product, decision according to the profit and power.
According to a text ‘Strategic Management (Charles W.L. Hill & Gareth R.Jones)’, to have a competitive advantage, there are four building blocks.
First, ‘Superior efficiency’ can make it. The more efficient the company is, the fewer the inputs required to produce a given output.
Second, ‘Superior quality’ can make it. A product is said to have superior quality when customers perceive that its attributes provide them with higher utility than the attributes of products sold rivals. Quality is just as relevant to services as it is to goods.
Third, ‘Superior innovation’ can make it. Innovation refers to the act of creating new products or processes. Process innovation is the development of a new process for producing products and delivering them to customers. They give company something unique – something its competitor’s lack.
Last, ‘Superior customer responsiveness’ can make it. A company must be able to do a better job than competitors of identifying and satisfying its customers’ needs. Customer response time takes for a good to be delivered or a service to be performed.
- 20500018 Entry # 4
Friday, March 28, 2008
"Spring Fruit Event of Family Mart"
http://gonews.freechal.com/common/result.asp?sFrstCode=012&sScndCode=002&sThrdCode=000&sCode=20080328170803750
Article
상큼한 과일먹고 순금, 영화·공연티켓 챙겨라
고뉴스 기자 / 2008-03-28 17:01
4월을 맞아 편의점 '훼미리마트'가 오는 31일부터 다음달 27일까지 ‘과일 대축제’ 이벤트와 KT와 함께 하는 현금영수증 이벤트 등 다양한 봄철 행사를 준비했다. 우선 훼미리마트는 삼각김밥, 천냥김밥, 샌드위치, 햄버거 등 신선식품과 함께 유제품, 혼합차 등 음료를 세트로 구성한 '4월 아침愛세트'를 최고 40%가량 저렴하게 선보일 계획이다. 또 신한 '아침愛카드'로 결제하는 고객은 추가 20%까지 할인이 가능해 최고 52%까지 할인 받을 수 있다.훼미리마트는 전국 3800여 매장에서 대표적인 봄 과일인 딸기를 비롯해 감귤, 바나나, 파인애플 맛 파이, 스낵, 캔디, 우유, 음료, 아이스크리, 립밤 등 20여종의 다양한 봄철 상품을 판매한다. 행사 상품을 구매하면 OK캐쉬백을 적립한 고객에게는 추첨을 통해 다양한 경품을 제공할 예정이다. 또한 KT와 공동으로 현금영수증 이벤트를 실시한다. 전국 매장에서 5천원 이상 구매 후 현금영수증을 발급받아 훼미리카트 홈페이지에 응모하면 추첨을 통해 다양한 경품을 받을 수 있다. 이번 '과일대축제'와 현금영수증 이벤트에 참여한 고객에게는 추첨을 통해 순금골드바(5명), 커플 저금통(300명), 계산기(300명) 등 딸기 팬시 제품, 딸기농장 체험여행권(60명), 딸기테마파크 무료 입장권(20명), 영화예매권(3000명) 등 다양한 경품을 증정한다. 이뿐만이 아니다. 훼미리마트는 4월을 문화의 달로 지정, 문화마케팅 행사를 강화하고 나섰다. 훼미리마트 4월 행사 상품을 구매 또는 참여한 고객에게 영화 ‘눈에는 눈, 이에는 이’ 예매권, 넌버벌 퍼포먼스 ‘The Family’ 초대권과 세계적인 뮤지컬 ‘캣츠’ 초대권을 증정한다. 훼미리마트 관계자는 "편의점에서 스낵, 캔디 등 저가 상품을 구입하고도 순금 등의 고가경품을 비롯한 다양한 문화행사를 즐길 기회가 주어지는 점에 젊은층 소비자들의 호응도가 높다"고 설명했다. [먼저 본 세상 바꾸는 미래, 고뉴스TV]
My Opinion
In the article, Family Mart is planning “spring fruit event” for this coming April. They are going to make “Morning Set” which is composed of gimbab, hamburger, tea, and milk and so on. They will also put many kinds of fruits in their shops. After they pay for the product at Family Mart, they can apply for the event with the recipes.
In my opinion, Family Mart tries to make big change at convenience store. They are focusing on morning foods and fresh fruits. Both of them are rarely tried at convenience store. Many people think that convenience store is for snack or drink simply. But with Family Mart’s tryout, the image of convenience store will be changed. People can get good foods and fresh fruits from the convenience store anytime. I think this is very fresh marketing. The event is very creative, too. Because people don’t usually buy expensive stuff at convenience store, but some people who apply for the event can get Pretty expensive stuff like Musical tickets, gold and jewelry. This marketing will be a very new tryout for changing the image of the convenience store.
Entry4 20700011
Article
상큼한 과일먹고 순금, 영화·공연티켓 챙겨라
고뉴스 기자 / 2008-03-28 17:01
4월을 맞아 편의점 '훼미리마트'가 오는 31일부터 다음달 27일까지 ‘과일 대축제’ 이벤트와 KT와 함께 하는 현금영수증 이벤트 등 다양한 봄철 행사를 준비했다. 우선 훼미리마트는 삼각김밥, 천냥김밥, 샌드위치, 햄버거 등 신선식품과 함께 유제품, 혼합차 등 음료를 세트로 구성한 '4월 아침愛세트'를 최고 40%가량 저렴하게 선보일 계획이다. 또 신한 '아침愛카드'로 결제하는 고객은 추가 20%까지 할인이 가능해 최고 52%까지 할인 받을 수 있다.훼미리마트는 전국 3800여 매장에서 대표적인 봄 과일인 딸기를 비롯해 감귤, 바나나, 파인애플 맛 파이, 스낵, 캔디, 우유, 음료, 아이스크리, 립밤 등 20여종의 다양한 봄철 상품을 판매한다. 행사 상품을 구매하면 OK캐쉬백을 적립한 고객에게는 추첨을 통해 다양한 경품을 제공할 예정이다. 또한 KT와 공동으로 현금영수증 이벤트를 실시한다. 전국 매장에서 5천원 이상 구매 후 현금영수증을 발급받아 훼미리카트 홈페이지에 응모하면 추첨을 통해 다양한 경품을 받을 수 있다. 이번 '과일대축제'와 현금영수증 이벤트에 참여한 고객에게는 추첨을 통해 순금골드바(5명), 커플 저금통(300명), 계산기(300명) 등 딸기 팬시 제품, 딸기농장 체험여행권(60명), 딸기테마파크 무료 입장권(20명), 영화예매권(3000명) 등 다양한 경품을 증정한다. 이뿐만이 아니다. 훼미리마트는 4월을 문화의 달로 지정, 문화마케팅 행사를 강화하고 나섰다. 훼미리마트 4월 행사 상품을 구매 또는 참여한 고객에게 영화 ‘눈에는 눈, 이에는 이’ 예매권, 넌버벌 퍼포먼스 ‘The Family’ 초대권과 세계적인 뮤지컬 ‘캣츠’ 초대권을 증정한다. 훼미리마트 관계자는 "편의점에서 스낵, 캔디 등 저가 상품을 구입하고도 순금 등의 고가경품을 비롯한 다양한 문화행사를 즐길 기회가 주어지는 점에 젊은층 소비자들의 호응도가 높다"고 설명했다. [먼저 본 세상 바꾸는 미래, 고뉴스TV]
My Opinion
In the article, Family Mart is planning “spring fruit event” for this coming April. They are going to make “Morning Set” which is composed of gimbab, hamburger, tea, and milk and so on. They will also put many kinds of fruits in their shops. After they pay for the product at Family Mart, they can apply for the event with the recipes.
In my opinion, Family Mart tries to make big change at convenience store. They are focusing on morning foods and fresh fruits. Both of them are rarely tried at convenience store. Many people think that convenience store is for snack or drink simply. But with Family Mart’s tryout, the image of convenience store will be changed. People can get good foods and fresh fruits from the convenience store anytime. I think this is very fresh marketing. The event is very creative, too. Because people don’t usually buy expensive stuff at convenience store, but some people who apply for the event can get Pretty expensive stuff like Musical tickets, gold and jewelry. This marketing will be a very new tryout for changing the image of the convenience store.
Entry4 20700011
Samsung Culture Foundation’s museum for kids
View the Article
Museum for kids!
Summary
Everywhere you go, you can encounter a Samsung because it is the largest conglomerate operation in many business areas both in Korea and worldwide. Especially, Samsung Electronics ranked as the top 20 best brands in the world.
Samsung was founded in 1936 and managed by family management from Lee Byung-Chul to Lee kun-hee. So they have big power and influence in Korea.
In 1995, Samsung culture Foundation opened Samsung Children’s Museum. The main goal is to educate children to be creative and have experiences-“Exploration and Expression” So many programs which was revolved with this theme stimulate children to have a curiosity, passion.
And these programs are offered for all age levels. Addition, there is also the “kid’s Club” It is possible for parents and children to spend time together. They can have great time and work together. There are four interesting programs-cooking storytelling, magic show, and so on.
Opinion
Samsung is the one of the biggest groups in Korea. Samsung Group has tried to enhance its brand power by expanding their business. Most of business, they already have a specific results. Samsung try to build relationship between Samsung and public. To build a good relationship, it needs to approach the public in so many ways. Many Ads which was related Samsung make us have good image to Samsung, and also familiar feelings. In recently, children are important factors in Market. There are so many businesses which are related with children. The market size for the children has grown and will be having more grows.
I think Samsung Children’s museum has proper targets and time. First of all, the new way is was fresh. It was the first attempt that children could touch with hands and played with it by themselves without obstruction. Not only person but also groups are welcomed. Indeed, people who were experienced the museum have good reputation about it, and they shared their feeling through various blogs or clubs. Parents want to give beautiful memory kids and the museum is perfect where they can achieve their goals- it provides entertainments as well as educations.
I think that maintaining customers needs to plan more projects to strength participations. During vacation, for examples, camps which have some special subjects can appeal to children-play, musical, films and so on. That’s why they want to experience various things and have something that can satisfaction their curiosity.
Entry4 - 20300194
Museum for kids!
Summary
Everywhere you go, you can encounter a Samsung because it is the largest conglomerate operation in many business areas both in Korea and worldwide. Especially, Samsung Electronics ranked as the top 20 best brands in the world.
Samsung was founded in 1936 and managed by family management from Lee Byung-Chul to Lee kun-hee. So they have big power and influence in Korea.
In 1995, Samsung culture Foundation opened Samsung Children’s Museum. The main goal is to educate children to be creative and have experiences-“Exploration and Expression” So many programs which was revolved with this theme stimulate children to have a curiosity, passion.
And these programs are offered for all age levels. Addition, there is also the “kid’s Club” It is possible for parents and children to spend time together. They can have great time and work together. There are four interesting programs-cooking storytelling, magic show, and so on.
Opinion
Samsung is the one of the biggest groups in Korea. Samsung Group has tried to enhance its brand power by expanding their business. Most of business, they already have a specific results. Samsung try to build relationship between Samsung and public. To build a good relationship, it needs to approach the public in so many ways. Many Ads which was related Samsung make us have good image to Samsung, and also familiar feelings. In recently, children are important factors in Market. There are so many businesses which are related with children. The market size for the children has grown and will be having more grows.
I think Samsung Children’s museum has proper targets and time. First of all, the new way is was fresh. It was the first attempt that children could touch with hands and played with it by themselves without obstruction. Not only person but also groups are welcomed. Indeed, people who were experienced the museum have good reputation about it, and they shared their feeling through various blogs or clubs. Parents want to give beautiful memory kids and the museum is perfect where they can achieve their goals- it provides entertainments as well as educations.
I think that maintaining customers needs to plan more projects to strength participations. During vacation, for examples, camps which have some special subjects can appeal to children-play, musical, films and so on. That’s why they want to experience various things and have something that can satisfaction their curiosity.
Entry4 - 20300194
Thursday, March 27, 2008
Apple - itunes
View the Article
Summary
Apple is building plans to give iPod and iPhone users free access to iTunes if they are willing to pay higher price. Currently the cheapest iPod is charged $49 while iPhone starts with $399. The price may jump up, while Apple is planning to pay about $2o per device for access to their music libraries.
There has been pros and cons. There has been arguments saying if ipod users had free access, it will be giving away songs of artists and etc.
Competition in this industry is fly high. From Nokia to Neil Corporation, every company is finding ways to provide their customers with their best, to help them access to the downloads they need and want. Apple is on its way to find what its customer is waiting for, free access to music.
Opinion
Apple is today's sky rocketing company. After Steve Jobs returned to Apple, he's been creating magic, raising Apple to the #2 music retailer right after Wal-Mart. iPod has been a great invention, creating lifestyle to customer's life. The creation of iPhone is also a big hit. iTunes was a supplementary business where users can find music for their devices in it. What if it was free?
I believe by making iTunes accessible, devices sales will fly through the roof. It will be a easier access and a great option supporting the devices when sold. Although prices will a little bit higher, its worth buying giving an extra 20, if it'll give easier access to NEEDS.
I think Apple made a great brand name. iPod, iPhone, iTune. Easy words but they remain in thoughts of customers. They have created lifestyle. Many people carry iPod with them for music and a space of their own.
If Apple did get through with the deals with music company, Apple will be unbeatable competition to any other company. This is a great opportunities to make Apple to makes it fans like Macintosh.
Entry - 4 20600770
Summary
Apple is building plans to give iPod and iPhone users free access to iTunes if they are willing to pay higher price. Currently the cheapest iPod is charged $49 while iPhone starts with $399. The price may jump up, while Apple is planning to pay about $2o per device for access to their music libraries.
There has been pros and cons. There has been arguments saying if ipod users had free access, it will be giving away songs of artists and etc.
Competition in this industry is fly high. From Nokia to Neil Corporation, every company is finding ways to provide their customers with their best, to help them access to the downloads they need and want. Apple is on its way to find what its customer is waiting for, free access to music.
Opinion
Apple is today's sky rocketing company. After Steve Jobs returned to Apple, he's been creating magic, raising Apple to the #2 music retailer right after Wal-Mart. iPod has been a great invention, creating lifestyle to customer's life. The creation of iPhone is also a big hit. iTunes was a supplementary business where users can find music for their devices in it. What if it was free?
I believe by making iTunes accessible, devices sales will fly through the roof. It will be a easier access and a great option supporting the devices when sold. Although prices will a little bit higher, its worth buying giving an extra 20, if it'll give easier access to NEEDS.
I think Apple made a great brand name. iPod, iPhone, iTune. Easy words but they remain in thoughts of customers. They have created lifestyle. Many people carry iPod with them for music and a space of their own.
If Apple did get through with the deals with music company, Apple will be unbeatable competition to any other company. This is a great opportunities to make Apple to makes it fans like Macintosh.
Entry - 4 20600770
LG Enhancing Brand Image
View the article
Summary
LG Group is trying to enhance its brand name by making simpler its public relations structure so as to save time and energy. The group’s public relations department will be responsible for brand strategy management and it create a “brand management council” including LG Electronics, LGT, and LG Chem.
The body will be altered to a decision-making unit and the group began a new brand identity on its 61st anniversary and it implies “love” and the strength and heritage. Moreover, it also keeps a existing images of familiarity and sophisticated level.
Finally, its main affiliates are still making efforts to improve their brand images from all over its merchandise to win the competition with the foreign firms.
Opinion
LG is the one of the biggest group in Korea but it separated into several Group, LG, GS, and LS to concentrate on Electronic, Chemistry, and Telecom Industry. And especially it led Korean economic development in part of Electronic and Chemistry. Therefore it represented Korean recent development.
It now wants to leap to the outstanding global company and its goal sales figure is 10 billion won this year. So it wants to change the brand image more valuable. In fact, the most Koreans consider the brand as worthless but to compete with the foreign company a polished brand is necessary. Its strategy is very proper because it first tried to change the image and keep the previous one. The changed image can capture the overseas market considerably and this image can make LG safer because the perseverance of the reinforcement of previous brand can keep original customer by integrating the old one.
In conclusion, LG Group will be placed on the first or second firm in Korea as well as expanding overseas. Lasting increases in the brand value make it the main global firm and it can deserve those. Despite of a long history, it attempts to renovate continously so that it is the only existing one group in the main Korean grorp for 60 years. Its this mind can make it more valuable so its tomorrow will be better than its today and yesterday.
Entry 3 - 20300576
Summary
LG Group is trying to enhance its brand name by making simpler its public relations structure so as to save time and energy. The group’s public relations department will be responsible for brand strategy management and it create a “brand management council” including LG Electronics, LGT, and LG Chem.
The body will be altered to a decision-making unit and the group began a new brand identity on its 61st anniversary and it implies “love” and the strength and heritage. Moreover, it also keeps a existing images of familiarity and sophisticated level.
Finally, its main affiliates are still making efforts to improve their brand images from all over its merchandise to win the competition with the foreign firms.
Opinion
LG is the one of the biggest group in Korea but it separated into several Group, LG, GS, and LS to concentrate on Electronic, Chemistry, and Telecom Industry. And especially it led Korean economic development in part of Electronic and Chemistry. Therefore it represented Korean recent development.
It now wants to leap to the outstanding global company and its goal sales figure is 10 billion won this year. So it wants to change the brand image more valuable. In fact, the most Koreans consider the brand as worthless but to compete with the foreign company a polished brand is necessary. Its strategy is very proper because it first tried to change the image and keep the previous one. The changed image can capture the overseas market considerably and this image can make LG safer because the perseverance of the reinforcement of previous brand can keep original customer by integrating the old one.
In conclusion, LG Group will be placed on the first or second firm in Korea as well as expanding overseas. Lasting increases in the brand value make it the main global firm and it can deserve those. Despite of a long history, it attempts to renovate continously so that it is the only existing one group in the main Korean grorp for 60 years. Its this mind can make it more valuable so its tomorrow will be better than its today and yesterday.
Entry 3 - 20300576
Monday, March 24, 2008
Hyundai Superbowl ads improved brand awareness
View the article
My Opinion
Last week, I have seen Hyundai’s brand new car named ‘Genesis’ when I came to visit to Seoul.
Due to ‘Genesis’ has become an issue of mass communication, I carefully researched on it.
I personally think that Genesis is as good as the imported motors design.The fact that we have tested crashing ‘Genesis’ to ‘Audi A8’ through the commercial gives the attraction to prefer in purchasing ‘Genesis’ compared to other products. I was curious about how the ‘Genesis’ could perform in America which had struck in marketing strategy in Korea. I am really impressed on Hyundai’s marketing strategy which was motivated by most popular Super-Bowl commercial of protesting in BMW and Benz Mercedes specification. It seems to be successful in Hyundai’s marketing strategy to give incentive to customers by using the quotation ‘Think About It’ which explains combination of performance of BMW 7 series and cost of BMW 3 series. The corporation enhances the ability to produce good quality products with low cost. However, it is the ultimate power of marketing to give impression to customers.
#20400251 - Entry4
My Opinion
Last week, I have seen Hyundai’s brand new car named ‘Genesis’ when I came to visit to Seoul.
Due to ‘Genesis’ has become an issue of mass communication, I carefully researched on it.
I personally think that Genesis is as good as the imported motors design.The fact that we have tested crashing ‘Genesis’ to ‘Audi A8’ through the commercial gives the attraction to prefer in purchasing ‘Genesis’ compared to other products. I was curious about how the ‘Genesis’ could perform in America which had struck in marketing strategy in Korea. I am really impressed on Hyundai’s marketing strategy which was motivated by most popular Super-Bowl commercial of protesting in BMW and Benz Mercedes specification. It seems to be successful in Hyundai’s marketing strategy to give incentive to customers by using the quotation ‘Think About It’ which explains combination of performance of BMW 7 series and cost of BMW 3 series. The corporation enhances the ability to produce good quality products with low cost. However, it is the ultimate power of marketing to give impression to customers.
#20400251 - Entry4
Friday, March 21, 2008
NINTENDO DS Marketing Power
Viwe the article
Fall in the web of Nintendo
Summary
"Nothing but Nintendo, Everyone has it"
“Nintendo has not possessed each and every house but each and every children of family” Recently, above quotation can tell us how much Nintendo reach to hit the passion of popularity. Released at last January, Nintendo DS Light has been sold approximately 580,000 within 8-months period, and at the beginning of this year, it has been reached to million sales. Considering the price of each Nintendo DS, $140 of each, they have pulled the sale up to 150 million dollars within a year. Adding up with other software, total revenue might be huge. Nintendo took the most popularity of top present list and introduced as the product for specific events.
"Don’t think Nintendo just as personal game-player"
Nintendo’s goal had set up the image of ‘concealing the existence.’ It truly started with the personal game-player; however, they tried to use the marketing strategy to conceal the meaning of name itself, and that was the original eye of popular storm. At the beginning of sale production, Nintendo turned their focus into the program with brain training or English learning strategy. They also hit the commercial by using the Korean most attractive actor to show how easy to learn English by just clicking on the screen of Nintendo DS, and this lead to the incentive to those of personal users. This not only hit on the age of 20s but also enlarges to the age of 50s or 60s as well with convenience and easy control.
My Opinion
After I have read this article, I realized how important marketing strategy is. Even though I am not familiar with games or TV commercials, I was more familiar with the name, Nintendo DS whenever I see people on the street with holding DS at one hand. This makes me feel very impressive. Actually, I think it’s more appropriate to let those customers with product’s better quality with efficiency rather than using unique marketing strategy. True power of marketing doesn’t focus on the product itself but to attract those customers who have pessimistic point of view on the product. It’s very common perspective that people do have against the idea of using personal game-player. However, Nintendo absolutely conceal the bias of unhealthy product but to concentrate the new perspective of useful tool for studying as well. I realized that this strategy is what we really need to perform in marketing also the purchasing power.
#20400251 - Entry #3
Fall in the web of Nintendo
Summary
"Nothing but Nintendo, Everyone has it"
“Nintendo has not possessed each and every house but each and every children of family” Recently, above quotation can tell us how much Nintendo reach to hit the passion of popularity. Released at last January, Nintendo DS Light has been sold approximately 580,000 within 8-months period, and at the beginning of this year, it has been reached to million sales. Considering the price of each Nintendo DS, $140 of each, they have pulled the sale up to 150 million dollars within a year. Adding up with other software, total revenue might be huge. Nintendo took the most popularity of top present list and introduced as the product for specific events.
"Don’t think Nintendo just as personal game-player"
Nintendo’s goal had set up the image of ‘concealing the existence.’ It truly started with the personal game-player; however, they tried to use the marketing strategy to conceal the meaning of name itself, and that was the original eye of popular storm. At the beginning of sale production, Nintendo turned their focus into the program with brain training or English learning strategy. They also hit the commercial by using the Korean most attractive actor to show how easy to learn English by just clicking on the screen of Nintendo DS, and this lead to the incentive to those of personal users. This not only hit on the age of 20s but also enlarges to the age of 50s or 60s as well with convenience and easy control.
My Opinion
After I have read this article, I realized how important marketing strategy is. Even though I am not familiar with games or TV commercials, I was more familiar with the name, Nintendo DS whenever I see people on the street with holding DS at one hand. This makes me feel very impressive. Actually, I think it’s more appropriate to let those customers with product’s better quality with efficiency rather than using unique marketing strategy. True power of marketing doesn’t focus on the product itself but to attract those customers who have pessimistic point of view on the product. It’s very common perspective that people do have against the idea of using personal game-player. However, Nintendo absolutely conceal the bias of unhealthy product but to concentrate the new perspective of useful tool for studying as well. I realized that this strategy is what we really need to perform in marketing also the purchasing power.
#20400251 - Entry #3
PR에 힘을 실어라
http://www.hani.co.kr/section-004100008/2005/07/004100008200507081731001.html
↑ 기사보기
Summary
Do you think advertising is worth paying that much money?
The purpose of advertising is to earning more money. For doing this, it costs a lot of money and sometimes it could give a bad image about the company. One of the ways of advertisements is PR. The main different thing between advertisement and PR is PR is somebody tells about your company is good and do well. That's why PR is more effective than advertising.
Than how can we get PR? You cannot buy it using money but have to get interests from journalists. Then what kind of things can be news? 'The first', 'Leader', 'rapid developed' and etc. can be a clue of news.
Opinion
In this article, it says that PR is better than advertising because it is cheaper and more effective to customers.
When I was reading this article I thought about ‘Promotion’. According to our text book ‘Promotion’ means communicating the value proposition. Even the best products and services will go unsold if marketers cannot communicate their value to customers. (Marketing, Grawel & Levy, p.11) This show how important the marketing and promotion is in selling product.
Also, I thought why the companies want to have advertisement with having risk. In my opinion, the good effect of the advertising is much bigger than the risk or bad effect. Once they succeed in one promotion of the product or service, the benefit from that is too big to miss.
I have learnt how important the PR is especially through this article. It says PR is more reasonable for doing advertising because it’s less risky than commercial and more effective.
Student ID 20500018
Name: HyunYoung Kang
↑ 기사보기
Summary
Do you think advertising is worth paying that much money?
The purpose of advertising is to earning more money. For doing this, it costs a lot of money and sometimes it could give a bad image about the company. One of the ways of advertisements is PR. The main different thing between advertisement and PR is PR is somebody tells about your company is good and do well. That's why PR is more effective than advertising.
Than how can we get PR? You cannot buy it using money but have to get interests from journalists. Then what kind of things can be news? 'The first', 'Leader', 'rapid developed' and etc. can be a clue of news.
Opinion
In this article, it says that PR is better than advertising because it is cheaper and more effective to customers.
When I was reading this article I thought about ‘Promotion’. According to our text book ‘Promotion’ means communicating the value proposition. Even the best products and services will go unsold if marketers cannot communicate their value to customers. (Marketing, Grawel & Levy, p.11) This show how important the marketing and promotion is in selling product.
Also, I thought why the companies want to have advertisement with having risk. In my opinion, the good effect of the advertising is much bigger than the risk or bad effect. Once they succeed in one promotion of the product or service, the benefit from that is too big to miss.
I have learnt how important the PR is especially through this article. It says PR is more reasonable for doing advertising because it’s less risky than commercial and more effective.
Student ID 20500018
Name: HyunYoung Kang
THE TIDE OF THE KOREAN WAVE
view the article
We have to try to continue the power of culture.
Summary
In the last few years, Korean films, dramas and music have become immensely popular abroad. In recently, however, it was doubted whether it has a crisis in the Korean film or not. There are some reasons-the advance of foreign films, failure in Japan which it is a big important country for Hallyu. Indutrial instability and the necessity for structural changes had discussed. To provide a diagnosis on the future of Korean cinema, it needs to scrutinize its current responses for the changing environment with a long term view. They have to have new identity politics. The success of Korean cinema offers a new perspective on the trends of globalization. The Korean cinema industry has been a dramatic reversal since 1990s. In 2003, Korean films were exported 56 countries. This huge growth was possible due to the democratic transition of society-economic growth. In Korean films, the historical and cultural intimacy tends to gain a wider appeal among audiences, for examples, Shiri, Sopyonje, Taegukgi. The success of commercial films is the main reason which leads the revival of the Korean film industry cinema. There are some problem that encourages the uncertainties in the Korean film-the increased production costs and the theatrical monopoly of a small number of well-made films. Indeed, another problem is the negative growth of exports. America which takes 85% of the international market is a huge obstacle. Film is a cultural commodity, and many countries have also same issues.
My opinion
Weak point; There are some problems, for examples, lack of view that can search recent trend, diversity, continuance of the popularity. They rest on their laurels.
Culture is not only huge economic profits, but also the power of the country. Especially, the film, TV drama, songs are very important roles in spreading one’s culture. Since 1990s, Korean culture has a big power in culture, what is called, ‘Hallyu.’ In fact, the power of culture-Hallyu- was huge. It affected many Japanese to remind Korean as the country which has interesting culture, big stars. Since then, many Japanese have come to Korea to see stars who they loved, and scene which they’re seen in the movie or TV drama. There are some people who have interesting about the history between Korean-Japanese. I think that is very amazing change. It’s impossible for a long time and no body could do that. But only one star, for example, Bae Young Jun, he did it.
We have to continue this power; however, recently, the power has diminished for various reasons. First of all, I think the monotonous story which lack of diversity. Some movies were depended only big stars that have many foreign fans. If the story was terrible even though there was a big star, the movie will go ruin.
We have to grasp the situation that we’re faced problems in the Korean movie industry and try to recover the power of that.
How to recover the power of Hallyu?
We have to read a trend and needs of customers. At first success in Japan, Winter Sonata can success because they touched many women’s mind that missed their past.
Especially, we have to reduce disorder investment which disappointed many fans because of broken movie. So we remove the bobble of the Hallyu. The success will spread to various directions.
# 20300194 RYU JI HYUN
We have to try to continue the power of culture.
Summary
In the last few years, Korean films, dramas and music have become immensely popular abroad. In recently, however, it was doubted whether it has a crisis in the Korean film or not. There are some reasons-the advance of foreign films, failure in Japan which it is a big important country for Hallyu. Indutrial instability and the necessity for structural changes had discussed. To provide a diagnosis on the future of Korean cinema, it needs to scrutinize its current responses for the changing environment with a long term view. They have to have new identity politics. The success of Korean cinema offers a new perspective on the trends of globalization. The Korean cinema industry has been a dramatic reversal since 1990s. In 2003, Korean films were exported 56 countries. This huge growth was possible due to the democratic transition of society-economic growth. In Korean films, the historical and cultural intimacy tends to gain a wider appeal among audiences, for examples, Shiri, Sopyonje, Taegukgi. The success of commercial films is the main reason which leads the revival of the Korean film industry cinema. There are some problem that encourages the uncertainties in the Korean film-the increased production costs and the theatrical monopoly of a small number of well-made films. Indeed, another problem is the negative growth of exports. America which takes 85% of the international market is a huge obstacle. Film is a cultural commodity, and many countries have also same issues.
My opinion
Weak point; There are some problems, for examples, lack of view that can search recent trend, diversity, continuance of the popularity. They rest on their laurels.
Culture is not only huge economic profits, but also the power of the country. Especially, the film, TV drama, songs are very important roles in spreading one’s culture. Since 1990s, Korean culture has a big power in culture, what is called, ‘Hallyu.’ In fact, the power of culture-Hallyu- was huge. It affected many Japanese to remind Korean as the country which has interesting culture, big stars. Since then, many Japanese have come to Korea to see stars who they loved, and scene which they’re seen in the movie or TV drama. There are some people who have interesting about the history between Korean-Japanese. I think that is very amazing change. It’s impossible for a long time and no body could do that. But only one star, for example, Bae Young Jun, he did it.
We have to continue this power; however, recently, the power has diminished for various reasons. First of all, I think the monotonous story which lack of diversity. Some movies were depended only big stars that have many foreign fans. If the story was terrible even though there was a big star, the movie will go ruin.
We have to grasp the situation that we’re faced problems in the Korean movie industry and try to recover the power of that.
How to recover the power of Hallyu?
We have to read a trend and needs of customers. At first success in Japan, Winter Sonata can success because they touched many women’s mind that missed their past.
Especially, we have to reduce disorder investment which disappointed many fans because of broken movie. So we remove the bobble of the Hallyu. The success will spread to various directions.
# 20300194 RYU JI HYUN
Nongshim Saewugang
Few days ago, in one of the most popular Korean snack "Saewugang," a rat's head was found. This snack, a Korean product was made in China factory and shipped into Korea. China's factory shipped in the cracker dough with shrimp after making in their factory. And Nongshin finished the snack. The Korea Food and Drug Administration will be investigating the China's factory, while Nongshim started to call out to collect the products that were sent out to stores. While Korea's Nongshim Company claims that they have built facilities to prevent rodents from coming in, as well as the China's Company, further investigation will take place.
My Opinion
A rat's head found in Nongshim Saewugang! As we all know, Nongshim is one of the top food manufacturer's in Korea, it has many products from ramen, snacks, and much to be named. One of Nongshim's top item "Saewugang," was a big hit since its first production in 1971 until today. It is a very famous snack for all types of activities for children and adults, in picnics, karaoke, home, and more. However, this issue is a great shock to the Korean community. This case will highly affect the company and its image, including all its products including ramen and many many other snacks from Potato chip, Jagalchi, squid chip, and etc.
In this whole shock with the rat's head, I find it very surprising to know that these products were made in CHINA. China, as a exporter doesn't have good reputation. If we think about China its all about dyfunctions, and here a rat's head. I didn't know that Korea's food production where imported from China. Because food is a important product for everyone in the world, I believe it should be made with special care. I believe this will hurt all snack markets not only Nongshim. People will be cautious to by snacks, and will be wanting to check where it was produced. People will doubt the Korean products, which are stamped as "MADE IN KOREA," through this kind of cases.
WHAT DOES NONGSHIM HAVE TO DO?
Nongshim called out to their distribution channels to bring in all the Saewugang products that were made. I believe this actino was smart just like Tylenol. Because Tylenol was called in my Proctor&Gamble, they gained more trust eventually as a result to quick reaction.
But, although Nongshim did call out I question whether how much they can collect their items, and how much people will give trust at the end.
Here, I believe marketers need to play a great role. A lot of responsiblities will go back toward marketers. They will need to work for brand marketing again. This case may have brought the brand image down, which marketers will need to find strategies to approach consumers with new and fresh image. They will need to make adjustment in promotions, where it will bring in loyal customers it had before.
I believe Nongshim will need to work hard to bring back their image, to the community, nation, and the world.
Written by: 20600770 - Entry #3
Woongjing Chemical, New name of Seahan.
기사보기
http://www.fnnews.com/view?ra=Sent0601m_View&corp=fnnews&arcid=0921264274&cDateYear=2008&cDateMonth=03&cDateDay=21
새한，웅진케미칼로 변경
2008-03-21 17:21:44
올해 초 웅진그룹에 흡수 합병된 ㈜새한이 사명을 웅진케미칼㈜(WOONGJIN CHEMICAL CO., LTD)로 변경했다.21일 경북 구미 1공장 대강당에서 열린 정기 주주총회를 통해 신규 사명을 확정한 웅진케미칼㈜은 앞으로 사업 고부가 가치화와 신규사업 전개, 그룹과 시너지 극대화를 통해 오는 2010년 매출액 1조원, 영업이익 1000억원 달성을 목표로 세웠다.웅진케미칼㈜은 지난 72년 삼성그룹의 제일합섬㈜으로 출발해 지금까지 폴리에스터 원료사업과 직물사업, 환경소재사업 등으로 국내 화섬산업을 선도해 왔다. 지난 95년 삼성그룹에서 분리된 후 97년 ㈜새한으로 사명을 변경했다. 지난 2000년 경영 악화로 워크아웃 기업으로 지정된 이후 뼈를 깎는 구조조정 과정을 통해 경영 정상화의 기반을 이뤘고 지난 1월15일 웅진그룹과 인수합병(M&A)을 통해 웅진의 새로운 계열사로 편입했다.웅진케미칼은 웅진그룹의 회사 이미지(CI)를 적용한 새로운 로고도 이날 함께 발표했다. 영문 회사명 CI를 옆과 위 아래로 이어져 있는 동그라미로 표현했는데, 이는 사람과 사람이 어울려 사업을 확장하고 4개의 동그라미가 바퀴가 되어 힘차게 굴러가는 모습을 의미하는 것이다.웅진케미칼㈜ 관계자는 “원사·원면·칩 사업부문은 고기능성 신제품 개발 및 용도 확대와 함께 비의류용 고부가가치 차별화 제품 전개에 주력하고, 직물 사업 부문은 원사 개발기술과 마케팅을 연계한 고수익 차별화 제품 전개와 비의류용 친환경 소재 발굴에 주력할 것”이라고 말했다.그는 아울러 “필터 사업부문은 신제품 개발, 해외시장 진출 확대와 함께 그룹과 연계한 수처리사업 확대에 총력을 다하고, 소재사업부문은 친환경·고기능성 고부가가치 제품으로 사업구조를 전환할 것”이라고 밝혔다. /rainman@fnnews.com김경수기자
My Opinion
In the article, the company, Seahan is renamed as a Woongjin Chemical. As they start again, they planed a specific goal of sales in their general meeting of Stockholders. They also published new logo which is basically related with their image. There are four circles in the logo which means four wheels for running together. They are going to focus on the trading with other countries and make high quality of products.
In my opinion, Woongjin Chemical had a very good start. The new logo is very appropriate and creative to explain the image which they want to show. Logo and Image are very basic things. But they can give big impact to customers for reminding the company. Focusing on making good for nature and high quality product will make a big differentiation from other company, too.
20700011 Kang Eun-Kyung
cites : financialnews.com
http://www.fnnews.com/view?ra=Sent0601m_View&corp=fnnews&arcid=0921264274&cDateYear=2008&cDateMonth=03&cDateDay=21
새한，웅진케미칼로 변경
2008-03-21 17:21:44
올해 초 웅진그룹에 흡수 합병된 ㈜새한이 사명을 웅진케미칼㈜(WOONGJIN CHEMICAL CO., LTD)로 변경했다.21일 경북 구미 1공장 대강당에서 열린 정기 주주총회를 통해 신규 사명을 확정한 웅진케미칼㈜은 앞으로 사업 고부가 가치화와 신규사업 전개, 그룹과 시너지 극대화를 통해 오는 2010년 매출액 1조원, 영업이익 1000억원 달성을 목표로 세웠다.웅진케미칼㈜은 지난 72년 삼성그룹의 제일합섬㈜으로 출발해 지금까지 폴리에스터 원료사업과 직물사업, 환경소재사업 등으로 국내 화섬산업을 선도해 왔다. 지난 95년 삼성그룹에서 분리된 후 97년 ㈜새한으로 사명을 변경했다. 지난 2000년 경영 악화로 워크아웃 기업으로 지정된 이후 뼈를 깎는 구조조정 과정을 통해 경영 정상화의 기반을 이뤘고 지난 1월15일 웅진그룹과 인수합병(M&A)을 통해 웅진의 새로운 계열사로 편입했다.웅진케미칼은 웅진그룹의 회사 이미지(CI)를 적용한 새로운 로고도 이날 함께 발표했다. 영문 회사명 CI를 옆과 위 아래로 이어져 있는 동그라미로 표현했는데, 이는 사람과 사람이 어울려 사업을 확장하고 4개의 동그라미가 바퀴가 되어 힘차게 굴러가는 모습을 의미하는 것이다.웅진케미칼㈜ 관계자는 “원사·원면·칩 사업부문은 고기능성 신제품 개발 및 용도 확대와 함께 비의류용 고부가가치 차별화 제품 전개에 주력하고, 직물 사업 부문은 원사 개발기술과 마케팅을 연계한 고수익 차별화 제품 전개와 비의류용 친환경 소재 발굴에 주력할 것”이라고 말했다.그는 아울러 “필터 사업부문은 신제품 개발, 해외시장 진출 확대와 함께 그룹과 연계한 수처리사업 확대에 총력을 다하고, 소재사업부문은 친환경·고기능성 고부가가치 제품으로 사업구조를 전환할 것”이라고 밝혔다. /rainman@fnnews.com김경수기자
My Opinion
In the article, the company, Seahan is renamed as a Woongjin Chemical. As they start again, they planed a specific goal of sales in their general meeting of Stockholders. They also published new logo which is basically related with their image. There are four circles in the logo which means four wheels for running together. They are going to focus on the trading with other countries and make high quality of products.
In my opinion, Woongjin Chemical had a very good start. The new logo is very appropriate and creative to explain the image which they want to show. Logo and Image are very basic things. But they can give big impact to customers for reminding the company. Focusing on making good for nature and high quality product will make a big differentiation from other company, too.
20700011 Kang Eun-Kyung
cites : financialnews.com
Samsung to Build Handset Plant in Vietnam
View the Article
Summary
Samsung Electronics(SEC), the biggest electronic company in Korea, will invest 50.5 billion won due to the construction of handset plant in Northern Vietnam. It is the second handest manufacturer and will make a small "IT-Cluster" to produce the core components.
It will invest its Asian Corporation to establish the plant in Bac Ninh Province, Vietnam, 30 kilometers northeast of Hanoi to achieve the 100 million goal production due to increasing demand for moblie devices in Southeast Asia and its product price is under $100.
In addition, it will take part in talks with Vietnam parts makers to complete the "IT-Cluster" plan.
SEC has had a strategy to win at the competition with Nokia getting more market share of Asian emerging markets. And Vietnam's handset market is growing rapidly in addition to economc development and large inflow of foreign capial.
As a member of ASEAN, Vietnam also determine cell phone in SEC's Vietnam plan will be likely to a 5% tariff cut in other ASEAN members.
SEC would like to found the overseas plants in order to expand the foreign market, and Gumi plant is used to operate handset facilities in China, India, and Brazil.
Opinion
Because Vietnam is one of the developed country in Southeast Asia and he is developing fast, the selection of the plant site is very desirable. However, SEC's Asian center is located in Singapole, so each other of the plant and the center's employees needs to communicate well. The relationship with SEC's headquater is also important since it directs the main instructions. If either of the center or the plant overlooked them, the plan of "IT-Cluster" and the strategy of Asian emerging market is in failure.
SEC's price and product policy is also good. Even though Vietnam is a developing nation, almost all the people of Vietnam are poor. Therefore, it is incorrect to fix the price too high and to target the luxurious concept.
In conclusion, SEC's strategy is very excellent and the foreign plant have to increase more. Because It has a small market share in Europe because of Nokia, aggresive and close plan is required in handset market.
Entry2 - 20300576 Cho Kyung Chan
Summary
Samsung Electronics(SEC), the biggest electronic company in Korea, will invest 50.5 billion won due to the construction of handset plant in Northern Vietnam. It is the second handest manufacturer and will make a small "IT-Cluster" to produce the core components.
It will invest its Asian Corporation to establish the plant in Bac Ninh Province, Vietnam, 30 kilometers northeast of Hanoi to achieve the 100 million goal production due to increasing demand for moblie devices in Southeast Asia and its product price is under $100.
In addition, it will take part in talks with Vietnam parts makers to complete the "IT-Cluster" plan.
SEC has had a strategy to win at the competition with Nokia getting more market share of Asian emerging markets. And Vietnam's handset market is growing rapidly in addition to economc development and large inflow of foreign capial.
As a member of ASEAN, Vietnam also determine cell phone in SEC's Vietnam plan will be likely to a 5% tariff cut in other ASEAN members.
SEC would like to found the overseas plants in order to expand the foreign market, and Gumi plant is used to operate handset facilities in China, India, and Brazil.
Opinion
Because Vietnam is one of the developed country in Southeast Asia and he is developing fast, the selection of the plant site is very desirable. However, SEC's Asian center is located in Singapole, so each other of the plant and the center's employees needs to communicate well. The relationship with SEC's headquater is also important since it directs the main instructions. If either of the center or the plant overlooked them, the plan of "IT-Cluster" and the strategy of Asian emerging market is in failure.
SEC's price and product policy is also good. Even though Vietnam is a developing nation, almost all the people of Vietnam are poor. Therefore, it is incorrect to fix the price too high and to target the luxurious concept.
In conclusion, SEC's strategy is very excellent and the foreign plant have to increase more. Because It has a small market share in Europe because of Nokia, aggresive and close plan is required in handset market.
Entry2 - 20300576 Cho Kyung Chan
Monday, March 17, 2008
Target Marketing for VIP Customer
기사보기
http://www.newspim.com/sub_view.php?cate1=6&cate2=1&news_id=133426
현대차, 그랜저 고객대상 골프·와인 이벤트
문형민 기자 03/16 14:59:57
[뉴스핌=문형민기자] 현대자동차가 그랜저 뉴 럭셔리 구매 고객들을 대상으로 골프 페스티벌과 와인 이벤트 등 VIP마케팅에 나선다. 현대차는 16일 지난달 출시된 그랜저 뉴 럭셔리의 구매 고객을 초청해 '골프 페스티벌'과 '와인 이벤트'를 실시한다고 밝혔다. '그랜저 고객 초청 골프 페스티벌'은 그랜저 뉴 럭셔리 구매 고객 중 이벤트에 응모한 고객 80명을 초청, 다음달 18일과 19일 2차에 걸쳐 진행한다.프로골퍼의 자세 교정 교육에 이어 고객 4명당 1명의 프로 선수를 한 조로 구성해 숏 게임과 9홀 라운딩의 필드 레슨을 펼칠 계획이다. 골프 페스티벌의 응모는 그랜저 뉴 럭셔리 구매 고객들을 대상으로 이달말까지 현대차 홈페이지(www.hyundai-motor.com)에서 실시하고 있으며 다음달 2일 당첨자를 발표한다.한편 '그랜저 뉴 럭셔리 와인 이벤트'는 다음달 8일부터 17일까지 서울과 분당, 광주, 대구, 부산의 지역의 와인 전문 레스토랑에서 유명 와인 전문가의 와인 매너와 셀렉션 강연, 시음회 및 만찬 등으로 진행된다.이달말까지 그랜저 뉴 럭셔리를 구매한 고객은 와인 이벤트에 자동적으로 응모되며, 당첨자를 다음달 1일 발표하고 동반 1인을 포함해 총 100명의 고객이 와인 이벤트에 참여할 예정이다.현대차 관계자는 "고급스럽고 세련된 감성을 표현하는 골프와 와인을 매개로 고품격의 VIP 마케팅을 펼쳐 그랜저 뉴 럭셔리 구매 고객들에게 특별한 자부심과 만족도를 심어주고자 한다"며 "앞으로도 지속적인 VIP 마케팅으로 그랜저만의 안락하고 편안한 이미지를 더욱 견고히 할 것"이라고 밝혔다.
[뉴스핌 Newspim] 문형민 기자 (hyung13@newspim.com)
My Opinion
What is special strategy of this marketing?
In the article, Hyundai is planning an event for New Grandeur. They are targeting a specific group of people. Their target for this car is rich people. New Grandeur’s concept is rich and noble. That’s the reason why they use golf and wine for the event. Golf and wine is a symbol of the rich. I think selecting golf and wine is a perfect idea for this event. This event will make a very good image of the new grandeur. Many people will get interest in that golf class and wine party. Rich people will get together and have chance to know each other through this event. If new grandeur get noble image, many people of middle class would buy that a lot for pretending like the rich.
What is week point of this strategy?
I’m worrying that people who are now rich enough to buy might get refusal for that car and that Brand, Hyundai. Because they can’t understand rich people’s cultures and can feel bad about that. Hyundai need to be very careful to handle the balance for them.
Student ID : 20700011 Kang Eun-Kyung
Cites : newspim.com http://www.newspim.com/sub_view.php?cate1=6&cate2=1&news_id=133426
http://www.newspim.com/sub_view.php?cate1=6&cate2=1&news_id=133426
현대차, 그랜저 고객대상 골프·와인 이벤트
문형민 기자 03/16 14:59:57
[뉴스핌=문형민기자] 현대자동차가 그랜저 뉴 럭셔리 구매 고객들을 대상으로 골프 페스티벌과 와인 이벤트 등 VIP마케팅에 나선다. 현대차는 16일 지난달 출시된 그랜저 뉴 럭셔리의 구매 고객을 초청해 '골프 페스티벌'과 '와인 이벤트'를 실시한다고 밝혔다. '그랜저 고객 초청 골프 페스티벌'은 그랜저 뉴 럭셔리 구매 고객 중 이벤트에 응모한 고객 80명을 초청, 다음달 18일과 19일 2차에 걸쳐 진행한다.프로골퍼의 자세 교정 교육에 이어 고객 4명당 1명의 프로 선수를 한 조로 구성해 숏 게임과 9홀 라운딩의 필드 레슨을 펼칠 계획이다. 골프 페스티벌의 응모는 그랜저 뉴 럭셔리 구매 고객들을 대상으로 이달말까지 현대차 홈페이지(www.hyundai-motor.com)에서 실시하고 있으며 다음달 2일 당첨자를 발표한다.한편 '그랜저 뉴 럭셔리 와인 이벤트'는 다음달 8일부터 17일까지 서울과 분당, 광주, 대구, 부산의 지역의 와인 전문 레스토랑에서 유명 와인 전문가의 와인 매너와 셀렉션 강연, 시음회 및 만찬 등으로 진행된다.이달말까지 그랜저 뉴 럭셔리를 구매한 고객은 와인 이벤트에 자동적으로 응모되며, 당첨자를 다음달 1일 발표하고 동반 1인을 포함해 총 100명의 고객이 와인 이벤트에 참여할 예정이다.현대차 관계자는 "고급스럽고 세련된 감성을 표현하는 골프와 와인을 매개로 고품격의 VIP 마케팅을 펼쳐 그랜저 뉴 럭셔리 구매 고객들에게 특별한 자부심과 만족도를 심어주고자 한다"며 "앞으로도 지속적인 VIP 마케팅으로 그랜저만의 안락하고 편안한 이미지를 더욱 견고히 할 것"이라고 밝혔다.
[뉴스핌 Newspim] 문형민 기자 (hyung13@newspim.com)
My Opinion
What is special strategy of this marketing?
In the article, Hyundai is planning an event for New Grandeur. They are targeting a specific group of people. Their target for this car is rich people. New Grandeur’s concept is rich and noble. That’s the reason why they use golf and wine for the event. Golf and wine is a symbol of the rich. I think selecting golf and wine is a perfect idea for this event. This event will make a very good image of the new grandeur. Many people will get interest in that golf class and wine party. Rich people will get together and have chance to know each other through this event. If new grandeur get noble image, many people of middle class would buy that a lot for pretending like the rich.
What is week point of this strategy?
I’m worrying that people who are now rich enough to buy might get refusal for that car and that Brand, Hyundai. Because they can’t understand rich people’s cultures and can feel bad about that. Hyundai need to be very careful to handle the balance for them.
Student ID : 20700011 Kang Eun-Kyung
Cites : newspim.com http://www.newspim.com/sub_view.php?cate1=6&cate2=1&news_id=133426
Sunday, March 16, 2008
KTF-Show
link: view the article
KTF sweped the top brand and advertising awards in 2007 for its fabulous launch of SHOW. The first advertisement aired on TV was about sperm swimming toward an ovum in an womb. This included a message "The show begins in March - a show never seen and everyone has been waiting for."("세상에 없던, 세상이 기다리는 쇼가 온다.") This stimulated viewers' curiosity so that everybody was curious about what this ad means.
KTF's creative and innovative strategy appealed to the people, and this brought a huge success in the mobile market to KTF. In April, KTF overtook its rival SK telecome, by having over 300,000 3G subscribes.
I remember when I first saw this advertisement on TV. At that time, I was watching television with my family. Seeing the numerous sperm swimming toward an ovum and the message saying "The show begins in March - a show never seen and everyone has been waiting for", my father said "What is that commercial for? I can't ever find out." Not only my father, but maybe everybody who has watched the commercial was so curious about what the advertisement means. This strategy stimulating people's curiosity made people have steady attention to the commercial, and the "Show" itself. When launching totally new product or brand, I think it will be very helpful to make people have curiosity by hiding or not telling them the real site of it.
(20300194 RYU JI HYUN)
Kwangdong's Corn Sooyuem-Cha(Tea) Marketing
View the article
Summary
Only been released for an year, Kwangdong’s Corn Sooyuem-cha(tea) has reached the top first in the tea commercial market by selling over 10 million bottles each month. In addition, this product has been selected as the best 10 products representing Korea by SERI survey.
Mr. Kim, marketing product manager, thoroughly analyzed the existed commercial tea market before launching the Corn Sooyuem-cha. He realized that it would be successful if the tea could possibly imitate the taste of Korean traditional after-drink called, Soonyung. Thus, he has launched the idea to extract taste out of Kawnagwon and Kyungsang province.
After the product has been launched, he proposed the idea of paying attention to those female customers such as naming S-line or O calories compared to other market competition. Furthermore, he also tried to concentrate on not only body shape but also facial health which called V-line.
My Opinion
- I have thought about my favorite beverages or products before I began to research on marketing case. This reminds me of the quotation from the book, ‘If you invest on the product that you are favor of, it will lead to the road to success.’ I believed that there must be a strategy to use unique features and attractive factors that I prefer to consume. Therefore, I have researched on the marketing case of Kwangdong’s Corn Sooyuem-cha.
Kwangdong decided to produce the product that has been analyzed the tendency of customer’s purchasing power-rate thoroughly, and compared to existing products, they turn their face on focusing as much as possible to imitate the Korean traditional taste beverage. I also prefer to choose Sooyuem-cha just like other customers who are attracted to the taste of Sooyuem-cha. It’s not plagiarism; however, define their own particular characteristic to step up for various fields of customers.
In conclusion, the success role of Kwangdong’s Corn Sooyuem-cha comes from the through marketing research on the tendency of customer’s taste by competing with other product’s flavor, and decided to proceed with using product differentiation.
#20400251 - Entry #2
Summary
Only been released for an year, Kwangdong’s Corn Sooyuem-cha(tea) has reached the top first in the tea commercial market by selling over 10 million bottles each month. In addition, this product has been selected as the best 10 products representing Korea by SERI survey.
Mr. Kim, marketing product manager, thoroughly analyzed the existed commercial tea market before launching the Corn Sooyuem-cha. He realized that it would be successful if the tea could possibly imitate the taste of Korean traditional after-drink called, Soonyung. Thus, he has launched the idea to extract taste out of Kawnagwon and Kyungsang province.
After the product has been launched, he proposed the idea of paying attention to those female customers such as naming S-line or O calories compared to other market competition. Furthermore, he also tried to concentrate on not only body shape but also facial health which called V-line.
My Opinion
- I have thought about my favorite beverages or products before I began to research on marketing case. This reminds me of the quotation from the book, ‘If you invest on the product that you are favor of, it will lead to the road to success.’ I believed that there must be a strategy to use unique features and attractive factors that I prefer to consume. Therefore, I have researched on the marketing case of Kwangdong’s Corn Sooyuem-cha.
Kwangdong decided to produce the product that has been analyzed the tendency of customer’s purchasing power-rate thoroughly, and compared to existing products, they turn their face on focusing as much as possible to imitate the Korean traditional taste beverage. I also prefer to choose Sooyuem-cha just like other customers who are attracted to the taste of Sooyuem-cha. It’s not plagiarism; however, define their own particular characteristic to step up for various fields of customers.
In conclusion, the success role of Kwangdong’s Corn Sooyuem-cha comes from the through marketing research on the tendency of customer’s taste by competing with other product’s flavor, and decided to proceed with using product differentiation.
#20400251 - Entry #2
Marketing to Women - Cars
Written by In Ah Hwang 20600770
View the Article
What does women have to do with cars? If you answered this question "nothing," you are definetely wrong. Today, we can see that the percentage of vehicle decision made by women is high as 85%. Compared to men, women are careful to buy their cars, asking questions and considering their decision up to 17 weeks while men take about 15 weeks to make their decisions. Also, women ask for more than what a man can ask. They need to consider the car's design, performance, package, plus safety and features. It is said that if women are satisfied, men are satisfied too. Women take a big portion of the car sales.
Women consumers doesn't make marketing easier. As women's influence in car sales increase, marketers have to find better ways to create value in their cars. This means, each design and everything about the car needs to be made FOR women. It is interesting that the article includes about how the door handle is made for women with long fingernails. Marketers can target their consumers closely by feminine advertisement, and closer customer relationship management. Because women rely more on people compared to men, it is important that marketers and car dealers understand the value the women wants and needs.
In my opinion, the most important thing in marketing is bulding relationships with customer. Not only for women but this includes targeting toward men. In marketing, it is important to look at what the customer wants and needs.
View the Article
What does women have to do with cars? If you answered this question "nothing," you are definetely wrong. Today, we can see that the percentage of vehicle decision made by women is high as 85%. Compared to men, women are careful to buy their cars, asking questions and considering their decision up to 17 weeks while men take about 15 weeks to make their decisions. Also, women ask for more than what a man can ask. They need to consider the car's design, performance, package, plus safety and features. It is said that if women are satisfied, men are satisfied too. Women take a big portion of the car sales.
Women consumers doesn't make marketing easier. As women's influence in car sales increase, marketers have to find better ways to create value in their cars. This means, each design and everything about the car needs to be made FOR women. It is interesting that the article includes about how the door handle is made for women with long fingernails. Marketers can target their consumers closely by feminine advertisement, and closer customer relationship management. Because women rely more on people compared to men, it is important that marketers and car dealers understand the value the women wants and needs.
In my opinion, the most important thing in marketing is bulding relationships with customer. Not only for women but this includes targeting toward men. In marketing, it is important to look at what the customer wants and needs.
POSCO Going Global for Takeoff
http://www.koreatimes.co.kr/www/news/biz/biz_view.asp?newsIdx=14692&categoryCode=234
↑view the article
In this article, it shows what the company has to do when they are in trouble like consolidation.Posco, Asia's No.1 steel maker, is aiming at quality-focused growth on the local market, while working up a more quantity-focused expansion overseas.
It is very important to have a good reputation in the local market beceause they are the 'real customer' who are willing to pay for their product. In this situation, Maintaining a good position is very important.Also, Expanding industy is the key to keep the company strong and have a power in global market.
The company has the short term goal which is to increase the proportion of its strategic products, including atuo and electrical steel sheets, by 2008.Having a short term goal, at the same time long term goal, is very good for keeping the employees to work hard for acheiving a goal.
Student ID 2050018; Hyunyoung Kang
( I posted this article using admin's ID because of error of my e-mail, i'll fix it as soon as i can)
ASK.COM
Written by In Ah Hwang 20600770
view the article
In the article, it is said that Ask.com, a worldwide search engine is changing its targets to specifically toward women, housewives, and mothers. Ask.com was a worldwide search engine used by diverse age for all sorts of research. However, it started to show irrelevant search results in some cases. And as Google and Yahoo's internet business prospered through great marketing, Ask.com fell behind. Ask.com has been challenging Google and Yahoo in the internet, search engine field since 1996. But challenging Google, keeping a 58.5% market share was impossible to beat compared to Ask.com's 4.5% market share.
In order to save their site, they decided to change their targets from worldwide search engine into "married women's" search website. In order to market this right, Ask.com has to drop its mascot, "JEEVES" to let go of the cartoon and show seriousness. Ask.com will hire Google to run their search engine, while they focus their search specfically for women, which includes cook recipes, children's homework and studies, hobbies, entertainment, and etc.
As we can see, Google is the top internet-based firms, which is doing an excellent job on "providing a great value" to its customers. Wondering why Ask.com lost many customers, we can see that the problem they faced was: unsatisfied customers. As the article says, many irrelevant results showed up for searches which unsatisfies the customers needs and wants. While Google prioritized and customized searches. The service people experienced in Ask.com wasn't as satisfying compared to Google's search.
Through changing its targets, Ask.com can concentrate more on its targets' wants and needs. By concentrating more, it can create value. This way they can create customer relationship management towards married women and dig into another segmentation that aren't major targets yet.
I think Ask.com made a good choice to target women. First of all, Google has grown too big to be competed with, having over half of the market share. Also, Ask.com can find ways to concentrate more on women for the "needed" information. I believe "married women" can be considered a great number of customers. Many women face limited time in their hectic agendas, and Ask.com can be a tool to go through their day. All answers can be found in Ask.com, just for women.
view the article
In the article, it is said that Ask.com, a worldwide search engine is changing its targets to specifically toward women, housewives, and mothers. Ask.com was a worldwide search engine used by diverse age for all sorts of research. However, it started to show irrelevant search results in some cases. And as Google and Yahoo's internet business prospered through great marketing, Ask.com fell behind. Ask.com has been challenging Google and Yahoo in the internet, search engine field since 1996. But challenging Google, keeping a 58.5% market share was impossible to beat compared to Ask.com's 4.5% market share.
In order to save their site, they decided to change their targets from worldwide search engine into "married women's" search website. In order to market this right, Ask.com has to drop its mascot, "JEEVES" to let go of the cartoon and show seriousness. Ask.com will hire Google to run their search engine, while they focus their search specfically for women, which includes cook recipes, children's homework and studies, hobbies, entertainment, and etc.
As we can see, Google is the top internet-based firms, which is doing an excellent job on "providing a great value" to its customers. Wondering why Ask.com lost many customers, we can see that the problem they faced was: unsatisfied customers. As the article says, many irrelevant results showed up for searches which unsatisfies the customers needs and wants. While Google prioritized and customized searches. The service people experienced in Ask.com wasn't as satisfying compared to Google's search.
Through changing its targets, Ask.com can concentrate more on its targets' wants and needs. By concentrating more, it can create value. This way they can create customer relationship management towards married women and dig into another segmentation that aren't major targets yet.
I think Ask.com made a good choice to target women. First of all, Google has grown too big to be competed with, having over half of the market share. Also, Ask.com can find ways to concentrate more on women for the "needed" information. I believe "married women" can be considered a great number of customers. Many women face limited time in their hectic agendas, and Ask.com can be a tool to go through their day. All answers can be found in Ask.com, just for women.
New Evolutionary Theory in LCD Market
http://www.koreatimes.co.kr/www/news/biz/biz_view.asp?newsIdx=14688&categoryCode=234
↑ view the article
In this article, it shows what's been going on the field of the LCD market and what's the industry supposed to do for survive.
The writer , Kim Sang-SooSamsung fellow, Executive Vice President of LCD Technology Center, Samsung Electronics, emphasis that they must not become complacent. They need to catch up the market. There are four major growth areas approaching he mentioned.
1) digital signage: There are some opportunities for outdoor commercial displayed outside of buildings. That means it is to be needed a big and clean screen.
2) the e-board market: It could replace the white board. To do that in real, it needs to have a technology for multi-screen and user friendly.
3) intelligent TV: More and more people want to have a 'extra big and clean' screen.
4) the 'art wall' display: When people display pictures and paintings on the wall they can use LCD. It needs to maintain good quality at the same time the reasonable price
He sees the future of the LCD market quite positively because of these 4 areas that can be the chance for their field.
I've learnt that how important to analyze the situation that they are in and make a plan for the future.
Student ID 20500018 ; HyunYoung Kang
( I posted this article using admin's ID because of error of my e-mail, I'll fix it as soon as i can)
Brand Power
view the article
How important the Brand Power is!
This article is continually emphasizes how important brand power is. When people think about a certain product, they usually think about its brand first. For example, when we think about take-out coffee, we probably think of "Starbucks" at the first time.
Most people prefer branded products more than the products that doesn't have any particular brand name. Also, from companies' point of view, brand let them have more to gain.
There are two main reasons why achieving high brand recognition in building brand equity's important. First, a brand that is highly recognized carries the advantage of having priority in the "consideration set." The "consideration set" is what comes to consumers mind at the first time when they think about the product. Second, high brand recognition raises brand familiarity, increasing the chances for the product to get selected by buyers. In the conclusion, consumers get more exposed to the certain type of brand which they are familier to.
After reading this article, I started to think of several brand names that used to come to my mind when I think about certain products; Anycall, CGV, Pizza Hut, Mc, etc.
In my opinion, brand name is the biggest asset of the company. Recently, most companies give a lot of effort to emphasize their brand name, and to make it. I think, "Sam-sung" shows the most successful case making a brand image. Everybody recognizes the logo of "Sam-sung".
Companies have to be aware of their brand name continously. That is how to survive!
20300194 RYU JI HYUN
How important the Brand Power is!
This article is continually emphasizes how important brand power is. When people think about a certain product, they usually think about its brand first. For example, when we think about take-out coffee, we probably think of "Starbucks" at the first time.
Most people prefer branded products more than the products that doesn't have any particular brand name. Also, from companies' point of view, brand let them have more to gain.
There are two main reasons why achieving high brand recognition in building brand equity's important. First, a brand that is highly recognized carries the advantage of having priority in the "consideration set." The "consideration set" is what comes to consumers mind at the first time when they think about the product. Second, high brand recognition raises brand familiarity, increasing the chances for the product to get selected by buyers. In the conclusion, consumers get more exposed to the certain type of brand which they are familier to.
After reading this article, I started to think of several brand names that used to come to my mind when I think about certain products; Anycall, CGV, Pizza Hut, Mc, etc.
In my opinion, brand name is the biggest asset of the company. Recently, most companies give a lot of effort to emphasize their brand name, and to make it. I think, "Sam-sung" shows the most successful case making a brand image. Everybody recognizes the logo of "Sam-sung".
Companies have to be aware of their brand name continously. That is how to survive!
20300194 RYU JI HYUN
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