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Why Korea Won't Bite the Apple (Jung Won Kim 20700158) Entry # 14

2008-06-16T06:05:00.000-07:00

Summary: The whold world is waiting in anxiety as Apple is about to release their latest model of the "3G Iphone." The touch-screen, multi-media playing phone has gained much popularity in the U.S, Europe and different parts of the world. But it seems like Korea will just not quite take a "bite" out of the Apple. Korea, which is one of the most high-tech countries with swavy devices, is more comfortable with the local devices. Nokia and google are not too popular in Korea either. The problem with Korea not biting the apple is that the phone industry is controlled by two major companies: Samsung and LG. Over 80 percent of the cell phone industry is taken over by these two companies. LG beat Apple by 3 months in introducing a touch screen model phone last year. Most of the phones in Korea already have functions such as a digital camera, radio, TV broadcasting, navigators, and many other tools that are practically useful.

Opinion: What the Iphone needs to do is market the Iphone in Korea. Koreans are a very trendy group of people. The tools and the functions are important, but in my opinion the slender design and the innovative interphase is already appealing enough to attract Korean users. What lacks from Apple is advertising to the common people of Korea. Many Koreans have only heard of the APPLE air laptop, or APPLE IPOD. Most of them have not been exposed to these foreign devices. If a famous celebrity in Korea comes on TV with the new Apple 3G iphone and show the feautures that it has, I am pretty sure that it will become an instant success. If you look at Starbucks, it took them 3 years to actually get into the culture of Korea. Shin-Saegae and other big companies have promoted Starbucks, and developed the elite culture that implicitly said that if you hold a Starbucks cup it means that you are a successful person. What Apple needs to do is develop a similar kind of culture in Korea. Maybe they need a different approach from what Starbucks did. Maybe instead of developing the elite culture, they could develop the "young" culture, that it would be hip and cool if you have a 3G I-phone. If the product is introduced and people start using the product, the power of the word of mouth in Korea will take effect, and soon everyone will be using the new, hip, cool 3G I -phone

SOurce: http://www.businessweek.com/technology/content/jun2008/tc20080615_856046.htm?chan=top+news_top+news+index_top+story

20501008 Entry #14

2008-06-13T07:58:00.000-07:00

Building a Better Brand

Summary:
The key to marketing your business is finding a timeless position and staying focused on what you want. Each brand has their loyalists for example, Nike and Michelin etc. Why are people like you and me willing to spend more for products from companies like Nike and Michelin? The answer is branding. The huge investment of time and money they spend on their brands will make their products worth more in the marketplace.

Then, how we can build a better brand?

Adding Value
The better the branding efforts the more value a brand can add to the products and services.
People don't diagram the meaning behind brands. The name or logo instantly brings to their minds a perception built by years of branding cues.

Take Your Positions
Positioning is simply the rational and emotional benefits people associate with a brand.

Keeping Focus
As the company introduces new models, they inevitably include the latest and greatest features. But BMW doesn't attempt to build its positioning around run-flat tires or side-impact airbags. Instead, the company understands that in the automotive market there will always be a segment of buyers for whom the way a car handles and feels (and makes its driver feel) is the most important consideration. Furthermore, performance is the benefit BMW has owned for decades, and the brand has kept its focus there even as the definition of performance has evolved.

Opinion:
Most people like some prominent brand like Nike, Reebok and I Pod some thing like that. Some people buy those companies’s product because of its new technology and new function. However, that’s not all for customers in the world. Many companies try to set their image through branding. To brand their name is one of the important key points in marketing. The huge investment of time and money they spend on their brands will make their products worth more in the marketplace. So, we need to study about the way, how we can build a better brand. To build a better brand, you can add value through the name or logo. It may bring to customers minds a perception built by years of branding cues. The brand perception can be made not ease but hard through many years. Next, Company has to keep their position. Many brands have its steady customer. So, try to keep their rational and emotional benefits people associate with a brand. Lastly, keeping focus is necessary. As you know, BMW does not advertise their new product’s new technology. They emphasize more on their comfortable and history. That kind of strategy is keeping their position. As I said before, don't focus on features that will soon be co-opted by its competitors is important. Consider the primary benefits your brand provides and what they really add up to. Getting positioning right is the first step in creating a brand worth billions.

Annotation: Building a Better Brand, Business week, October 12, 2007

"McDonald's Specialty Coffee Kick" Entry # 13 (Jung Won Kim - 20700158)

2008-06-08T03:43:00.000-07:00

Summary: Janice Fields, is the chief operating officer of Mcdonald's USA. She started off as a counter girl when she was around age 20, and she has worked up the career ladder, and now she is in charge of thousands of stores and millions of dollars of revenue. Since she has been the chief operating officer of Mcdonald's there have been constant improvements, such as increased hours in 90 percent of the stores, improved the health-issue of the industry, and increased revenues. Janice is about to start an idea that is totally revolutionary since the introduction of breakfasts. They are planning to start serving latte and cappuccinos in Mcdonald's. They have already started this procedure in many different countries, and the reponse does not seem to be quite positive.

Opinion: Even in Korea, Macdonald's started to serve high-class coffee such as lattes. I have not heard of anyone say, "Let's go to Mcdonald's and grab a cup of coffee." I do not think that they have culturized this concept of Macdonald's coffee as they have culturized breakfast menus. Many would agree that many people get excited over the breakfast menu of Macdonald's. Even myself, I try to to go to Macdonald's before it is 11 Am, so I do not miss out on the breakfast menu. It is true that this reacting is portrayed because of the good taste of the mcmuffins or sausages, but more of it is I think because of the culture that Macdonald's has created. The happy feeling that you get when you're eating breakfast with your friends where everyone is smiling is what most of us crave more than the actual taste of the burgers or breakfast meals. What Macdonald's needs with this new idea of lattes and cappuccinos, is to culturalize the cafe culture within the world, a culture where Macdonald's can state that one does not need to go to Starbucks or Seattle's best to get good coffee, an image that states Macdonald's can provide a happy experience with the meal and complement it with a high class environment that goes well with the coffee experience.

source: http://www.businessweek.com/bwdaily/dnflash/content/may2008/db20080514_138620.htm?chan=innovation_branding_top+stories

How important image of firms is

2008-06-06T06:56:00.000-07:00

세계적 생활용품 업체인 P&G는 2005년 '이미지 가치'를 감안,장부 가액 28억달러에 불과한 질레트를 570억달러에 인수했다.질레트가 갖고 있는 이미지의 위력을 높게 평가했다는 뜻이다.이미지가 좋은 기업들은 경쟁이 치열한 시장에서 손쉽게 이익을 올린다. 경쟁업체와 엇비슷한 제품을 내놓아도 훨씬 비싼 가격에 팔려 나간다.모토로라의 15년 독주체제를 무너뜨린 노키아,창의적인 기업문화를 바탕으로 야후를 제압한 구글,실용적인 차를 만든다는 이미지로 GM을 압도한 도요타 등이 긍정적 이미지의 덕을 본 글로벌 기업으로 분류된다. 기업 이미지를 끌어올리는 문제는 한국 기업들에 특히 중요하다.국내 기업들은 기술력에서 글로벌 기업과 비슷한 수준을 갖췄음에도 불구,브랜드 파워와 이미지 경쟁에서 밀려 시장을 주도하지 못했다.삼성경제연구소가 지난달 28일 발표한 '무형자산과 기업의 경쟁력' 보고서에 따르면 한국의 코스피 100대 기업이 갖고 있는 기업 이미지 등 무형자산의 가치는 글로벌 기업(미국 S&P 100대 기업)의 3.2%에 불과했다. 시장 내에서도 긍정적인 이미지를 유지하는 일은 무척 중요하다. 한국은 반기업 정서가 강한 나라로,자칫 정치적 이슈에 휘말려 노골적인 '반기업 운동'의 표적이 되기 십상이다.미리 긍정적인 이미지를 만들어 놓지 못한 기업이라면 돌발 변수를 만날 경우 한 순간에 '2류 기업'으로 전락할 수 있다는 뜻이다.최근 들어 대기업을 중심으로 '이미지 경영'이 활성화되고 있는 것은 이 같은 측면을 고려한 것으로 풀이된다.우선 기업의 사회공헌활동(CSR)이 강화되고 있다.△기업의 경영방침이 윤리적인지 △제품 생산 과정에서 환경을 파괴하거나 인권을 유린하는 일이 없는지 △지역사회와 국가에 얼마만큼 공헌하고 있는지 등을 따지는 소비자들을 우군으로 끌어들이겠다는 전략이다.신입사원 하계수련대회를 충남 태안 지역에서 개최해 기름제거 활동을 벌이기로 한 삼성그룹이나 '직원 한 사람이 한 그루 나무심기 운동'을 벌이고 있는 포스코 등이 대표적인 사례다.제품 디자인을 강화하는 움직임도 '이미지 경영'의 일환으로 볼 수 있다. 제품 이미지가 일관되고 고급스러워야 기업 이미지도 높아진다고 판단하고 있는 것이다. 특히 가전업계 등 제품의 품질이 상향 평준화돼 있는 분야의 기업들은 디자인 인력 강화에 힘쓰고 있다.'글로벌 기업'이라는 이미지를 가꾸기 위해 노력하는 기업들도 쉽게 볼 수 있다. SK그룹은 최근 이사회를 미국 뉴욕에서 개최했다.내수 기업이란 이미지를 글로벌 기업으로 바꾸기 위한 움직임으로 해석된다.LG전자는 CHO(최고인사책임자)를 포함,4명의 최고경영진을 외국인으로 선발하는 등 인적자원의 글로벌화 작업을 벌이고 있다.현대♥기아자동차는 자사 차량을 타고 2박3일 일정으로 금강산을 다녀오는 '금강산 가족여행 이벤트'를 개최하는 등 소비자와의 접점을 늘리는 데 공을 들이고 있다.소비자들에게 'VIP 대우를 해주는 기업'이라는 이미지를 갖도록 하자는 포석이다. 스포츠 마케팅을 '이미지 경영'에 접목시킨 사례는 매우 많다. 이제는 글로벌 차원에서 스포츠 마케팅이 이뤄진다.삼성전자와 LG전자는 각각 영국 프리미어 리그에서 활동하는 프로축구클럽 첼시FC와 풀럼FC를 후원하고 있다.스포츠 마케팅이 기업의 이미지 제고와 실적 향상에 상당한 도움이 된다고 판단했기 때문이다. 실제로 삼성전자는 첼시FC를 후원한 지난 3년간 유럽 시장 휴대폰 매출이 4배나 늘어나는 효과를 봤다.송형석 기자 click@hankyung.com

Summary: Global famous firm, P&G purchased Gillette about five billon dollars for their image value although Gillette’s value was three thousands million dollar. P&G thought firm’s image is very important to marketing. Firms that have good image win the competitive market. It is important for Korean corporation to win the competitive market. Last month, Samsung economic research institute presented that intangible asset, Korean Kospi top 100 corporations has, is only 3.2% that of American S&P top 100 corporations. Hyundai, Kia motors is making effort to make their good image. Nowadays, image marketing is more and more important than ever.

Opinion: Consumer always chooses merchandises and services that are cheap and rational. But people buy some merchandises and services because of image of them. As time goes by, image of firm is more important. And many huge global firms invest their money in order to get good image. But I think Korean firms do not think about it sufficiently. Korean firms must invest their money so as to make good image by using sports marketing, volunteering and so on. Firm’s image is so important to get more market share and profit.

http://www.hankyung.com/news/app/newsview.php?aid=2008060361201

20600197 Kim, tae hee

20501008 Entry #13

2008-06-06T00:08:00.000-07:00

Name That Firm
What should you call your business?

Josh Robbins of Geckotech

Movie "Wall Street" ultimately inspired the name of his company. It's Josh Robbins' favorite movie, he explains, and the name of Gordon Gekko, the callous Wall Street titan played by Michael Douglas, had a better ring than other names in the movie. So he took the name, changed the spelling slightly, and added "tech" to the end.

SUMMARY
It's not necessary to spend a lot to come up with the right name of the company. But it is necessary to follow some guidelines.
FIND THE UNIQUE
The first step is usually pinpointing the company's unique value or service. People always ask where the name comes from. The image became a metaphor for the firm's creative efforts. Sometimes, an idea for a business can be so unique that the name comes easily.
BUT DON'T BE OBSCURE
To change the company's former name or to find a new name, the company tapped its own talent.
AVOID THE MUNDANE
Indeed, companies trying to create a unique brand sometimes err by choosing a name that describes too closely what they do. When a company tries to describe its services, it usually makes the company sound generic. The names of many successful companies don't describe what they do. Names that describe a company also require a greater investment to promote the name in the marketplace. The only way how to do that is through repetition. Company has to get people to see it many times. To convey a unique and fun approach to an otherwise dry and complicated technology is important. For example the movie, Gordon Gekko, the callous Wall Street titan played by Michael Douglas, had a better ring than other names in the movie. It changed the spelling slightly, and added "tech" to the end.
GET REACTIONS
The best way to gauge the effectiveness of a small-business name is to find out how it resonates with people outside the company. To research a new name for the company, asking to 10 customers and 10 vendors about their perceptions of its original name and services is a good way. Only a few correctly knew it was a generalized design firm.
DOMAIN DO'S AND DON'TS
An Internet domain name should be closely related to the company's name and make sense to users. For example, when http://www.dm-i.com/ came out, People just couldn't remember it, and had difficulty typing it both as a Web and email address. Many people surfing the Web don't look for corporate Web sites by remembering a domain name. Instead, they type the company's name into Google, and then click on a link that is listed.

OPINION
When the company launches its business at first, finding appropriate name of the company is the most important thing I think. As you can see at this article, name of the company has a strong influence on clients’ understanding. So, if the name of the company is wrong, many clients wrongly assumed. Furthermore if the name of the company does not give an impression to clients, it would be a loss of the company. Clearly, a better name was needed so, owner needs to find appropriate name of the company. As the author said, to find the unique the image became a metaphor for the firm's creative efforts. Also, we can avoid the ordinary thing by choosing a name that describes too closely what they do and a company tries to describe its services. It can gauge the effectiveness of a small-business name, and a company could get reaction from clients. Finally, company has to make a domain of the webpage easily. If clients had difficulty typing it both as a Web and email address, they do not remember at all. Many small companies don't understand the basics of choosing a good name. To give an impression, people should find a name memorable and easy to look up, either in phone listings or on the Web. The easier a name is to remember, the more it will benefit from referrals. Similarly, a name that's hard to spell makes a company hard to find. I always type the company's name into Google or Naver, and then click on a link that is listed. To make the clients keep logging on the website, easy domain name is necessary. If a company keeps all of these rules, customers will remember the name of company and keep the relationship with that company without oblivion.

Annotation; Name That Firm, The Wall Street Journal, March 17, 2008

How P&G Pampers New Thinking (Jung WOn Kim 20700158) Entry # 12

2008-05-30T10:28:00.000-07:00

Summary:

P & G, after facing serious financial problems around 2000, a new President of the company was introduced. Lafley who was new developed many innovative ideas that helped the company out. Also, getting insight from stores and places where consumers hang out, so that the company can relate their products to their consumer's emotional aspects of their lives, have been a big part of the new president's philosophy. Products are not the only important part of an innovative plan, but alos knowing to keep your loyal customers. P&G has emphasized a lot of design into their products so that it could attract teenagers. Also the new president, Lafley believes in bringing in ideas from outside so that more opinions could be heard on how the products should be designed and made.

Opinion:

I think this is a very good idea to bring in ideas from outside of the corporation. When you critique yourself it is very difficult to find flaws, but if you ask someone to proofread your paper or evaluate your performance they can find them in a more logical manner. So I think P$G bringing in ideas from outside is a big advantage that they have over other leading companies. I think innovation is the key here in the article. You need to be strategic, but then find ways to attract and keep customers in a new and different way. There needs to a "Wow!" factor for a company to succeed. There must be something different in a time where we live in where everything get boring really fast

Source: http://www.businessweek.com/magazine/content/08_15/b4079073614638.htm

20501008-Entry 12

2008-05-30T07:55:00.000-07:00

The Escalator Pitch

Summary

It's no secret that less is more in the age of information overload, no matter how you're trying to reach people. That's why Boyd also calls it the escalator pitch. "It's something you can say in 10 seconds while he's going up the escalator and you're going down the escalator,"
Google's Eight-Word Pitch
Veteran entrepreneurs and financiers understand the need for brevity when pitching any business. So what makes a good escalator pitch? "Brevity and Relevance”. It's about focus and precision, and it needs to be aligned and presented in a way that reflects who you write to and why it's beneficial to your readers. That means tailoring your message to your audience.
The Foundation of Your Brand
Message should start with the people behind the product, rather than an outside public relations or marketing firm. When you're actually talking about your own product, it's your idea. You will find the words. If you can't, it may be a sign that your product is not distinct from competitors. Unknown startups should also think of escalator pitches as the foundations for their brands.
The Fortune-Cookie Message
The real value isn't how many commas you put into an e-mail. It's really about how effective you are about getting people who are interested to take a call or a meeting. And with your audience drowning in more noise than ever, cutting your message to fortune-cookie length may be the best chance you have at getting their attention.

Opinion

In an era of information technology, we are in an embarrassing situation, a deluge of information. So, many information looks like a spam for us. Lots of information has low accuracy. In the marketing strategy, it is same. In an embarrassing situation, what could be a proper way to persuade or appeal our target? That is ‘Brevity and relevance’. Who you write to and why it's beneficial to your readers, tailoring your message to your audience is important. When pitching any business we have to focuses on something and we have to give an attention with precision. If I talk about my products, to give a just one impressive word is necessary. That means my product is distinct from competitors. The length of e-mail is not important I think. With short e-mail, we have to give an impression effectively to our target people. As give a short massage like fortune-cookie message we can get an attention from our target.

Annotation;The Escalator Pitch, Business week, May 16, 2008

20400520, Entry#12, Smartphone?

2008-05-30T03:22:00.000-07:00

Summary
Contrary to the situation of other countries around the globe, smartphones are not welcomed in Korea. Currently the most famous smartphone, ‘BlackBerry’ is used by people in over 120 countries with 14 million subscribers.
Unlike the world trend, Koreans don’t like something large and heavy especially mobile phone. But recently some changes to the larger and bigger phones can be seen in the market.
Going with the tide of smartphone trend, SKT is planning to introduce the BlackBerry in Korea in the second half of this year. No.1 mobile phone maker in Korea Samsung Electronics also is going to releasing their own smartphone ‘BlackJack’ later this month, and Taiwan-based HTC is expected to introduce its ‘Touch Dual’ at the same time.

Opinion
Through this article we must think about what should be done first to launch samrtphone in Korea. Of course, market analysis must be preceded. Because Korean mobile market(phone, internet, banking etc) is totally different from rest of the world. In Korea, there is little or no concept of ‘smartphone’ in contrary to the else where in the world.
I suggest that smartphone is not needed because ‘mobile internet’ function, which is the most powerful function of smartphone, is not useful in Korea. As there are no inconveniences using internet anywhere in Korea, mobile phone users are not expect to use mobile internet which is relatively expensive than LAN.
One another main reason that I don’t recommend launching smartphone is because that the demand of smartphone would be too small. As we all know, percentage of using mobile phone in the purpose of business is not so big. Relatively large percentage of people is using mobile phone as common supplies. These people don’t need mobile internet or Qwerty keypad system. On the other hand, entertaining functions such as camera, MP3, mobile game is needed.
Related industries must close look at what consumers wants, and develop their own competitiveness to fill consumers needs.

20400520 Jeon Keong Won
reference: http://joongangdaily.joins.com/article/view.asp?aid=2890252

The dream of 'second lego'

2008-05-29T21:07:00.000-07:00

“전세계 어린이들이 친숙하게 느낄 수 있는 헬스기구를 만드는 것이 제 꿈입니다.” 어린이 헬스용품이란 생소한 아이템으로 성공의 꿈을 키워가고 있는 오주열(38·사진) 베베스포 대표의 포부다. 베베스포는 미취학 아동들을 대상으로 체력강화와 성장발육을 돕기 위한 운동기구를 개발, 판매하는 회사다. 오 대표는 대학 졸업 후 패션업계에서 종사하며 아동의류를 다루다 이 사업을 떠올렸다. "제가 하루라도 운동을 안하면 몸이 근질근질할 정도로 운동을 좋아합니다. 그런데 아무리 좋아해도 버릇을 들이지 않으면 안하게되거든요. 그래서 어릴 때부터 재밌게 놀면서 운동할 수 있는 습관을 길러주는 기구를 만들어야겠다고 생각했습니다." 처음에는 주변의 반대가 컸다. "'누가 애들한테 헬스용품을 사주겠느냐'며 의심의 눈초리를 보내더군요. 하지만 요즘 엄마들은 아이들의 키를 크게 하고 비만을 해소하는데 관심이 많잖아요. 그런 점에서 충분히 해볼만한 가치가 있다고 판단했습니다." 그는 블루오션을 개척한다는 생각으로 승부수를 던졌다. 2003년에 스포츠의학 전문가를 초빙, 제품 개발에 착수했다. 성인용 기구를 축소하는 단계부터 밟았다. 헬스사이클을 필두로 7가지 제품을 만들었다. 아이들이 좋아하도록 디자인도 바꿨다. 제품이 출시되자 유통업체의 반응은 긍정적이었다. 참신한 아이디어 제품이라며 흔쾌히 입점을 허락했다. 하지만 소비자의 반응은 냉담했다. 생소한 제품이라 선뜻 구입하려하지 않았던 것. 특히 가격이 비싼 것이 흠이었다. 막대한 개발비 때문이었다. 그는 문제점들을 고쳐나갔다. 주문자상표부착생산(OEM)에서 탈피, 공장을 직접 운영해 가격을 낮췄다. 제품의 재질과 품질관리에도 신경을 썼다. 1년여의 시간 동안 시행착오를 거친자 부모들 사이에서 입소문을 타기 시작했다. "2004년에 웅진과 거래를 시작했습니다. 그동안 비슷한 카피 브랜드나 중국산 제품도 많이 들어왔죠. 하지만 저희 제품은 불량품이 나오지 않기로 유명합니다. 그래서 2006년도에는 웅진에 독점으로 납품하고 있습니다." 국내에서 인정을 받기 시작하자 해외시장에도 눈을 돌렸다. 지난해 2월에는 독일 '뉘렌베르그 국제완구전시회'에도 출품해 주목을 받았다. 그 결과, 현재 12개국과 계약을 성사시켰다. 올해는 30억원 정도의 매출을 예상하고 있다. "아직도 갈 갈이 멀죠. 해외시장 개척에 박차를 가할 겁니다. 앞으로 수출물량은 지금보다 5배 정도는 더 커질 수 있을 것 같습니다. 제품을 보강하고 종류를 늘린다면 '레고(lego)'처럼 전세계 어린이들이 좋아하는 브랜드가 될 수 있다고 믿습니다."

Summary : Oh joo yul who is CEO of Bebesports dreams the second ‘lego’. He makes merchandises that related to children’s health. At the beginning, his family and friends stop him from doing his business. The people around him told him who buy health-merchandise children. But he starts and set about his business. At last he succeeds his own business. In 2003, he contact sports medical expert and develops his thought. He makes a lot of money in Korea industry and now he expands oversea market. He believes he can make the second ‘lego’.

Opinion : We have learned niche and blue ocean strategy. I think he think health merchandise for children is niche market. A niche in the market is a specific area of marketing which has its own particular requirements. After he makes sure it, he researched and contacted expert to make his own merchandise. I think it is so important for business man to have confidence for his own idea and make effort to make sure his goal though there is opinion against us.

http://www.moneytoday.co.kr/view/mtview.php?type=1&no=2008052811244993985&outlink=1

20600197 Kim,tae hee

Johnson & Johnson's Big Design Challenge (Journal Entry #11 - Jung Won Kim 20700158)

2008-05-23T10:29:00.000-07:00

Summary: Johnson and Johnson is faced with challenges with their products. Being knownas products for anti-pimple, cleansing, foam and other hygeniec products, Johnson and Johnson have been tryng to improve their field of Marketing. There were much struggles as the company produced products that looked tacky and medicine-oriented. When Chris Hacker came into the designing department, all of that was changed. Chris Hacker said that there needs to be more strategic ways to get customers motivated to buy the product. Chris Hacker also created a huge think-tank for Johnson and Johnson, where it is composed of 120 persons who came up with ideas of how the packaging would be done, and what kind of improvements could be made with the product. Hacker stated that what Johnson and Johnson had lacked before was the field of "expertise." Hacker also has proposed a plan where 30 percent of the products are made of post-used materials. Overall, Hacker has brought an innovative way to package, market, and attract customers in the field of design.

Opinion: Most companies and organizations struggle mostly problems, not the same problems as we do about doing the laundry or taking out the trash. Most of these problems consists of blockage of ideas and lack of problem solving skills. Many people know what the problem is, but they cannot define it specifically, and they do not know how to solve those problems. What Hacker did in this case was define the problem specifically and hired experts that were more advanced in the field than he was. That is what companies and organizations need to do. A lot of CEO's and leaders have a pride issue and believe that they can solve problems of their organizations, but the truth it is far more productive and efficient for a CEO to hire people who are more skilled than they are in a certain field or division. Hacker has done a good job of marketing what their experts have thought of in order to attract customers with their newly designed packaging and ideas and design.

Source: http://www.businessweek.com/innovate/content/may2008/id20080521_194730.htm?chan=innovation_innovation+%2B+design_top+stories

2001008-Entry11

2008-05-22T21:16:00.000-07:00

Netflix Battle with Blockbuster Gets Ugly

Summary:
The fight between Netflix (NFLX) and Blockbuster (BBI) is getting uglier. Blockbuster's new strategy, though expensive, is robbing Netflix of profits and subscribers. Netflix reported earnings of 37 cents per share on July 24, up from 25 cents a year ago. The online movie rental service also warned investors that its revenue, earnings and number of subscribers will be lower than predicted. That sent Netflix stock falling, down more than 6% to $16.21 on July 24, after touching a new 52-week low of $15.24. That comes on top of a 12% drop the day before, when the company cut prices for subscribers. The problem for Netflix is renewed competition from Blockbuster. With its store movie rental business withering away, Blockbuster has spent heavily on its Netflix competitor "Total Access" program. The service delivers movies through the mail but also allows customer to exchange videos in person at Blockbuster stores. Blockbuster is losing money on the program, but it's succeeding in depriving Netflix of new subscribers.

Opinion:
To outsmart their competitor, Blockbuster tried to give lower price, shipping cost and distribution to their customers. With the result that Blockbuster did measure an increase in in-store rentals after eliminating late fees, but there were no early returns, so the annual late fee revenue no longer was being collected. I think it is too risky. It should take advantage of its prevailing position in the bricks-and-mortar rental industry. They accepted the Netflix’s good points, and to outsmart their competitor they tried to give lower price, shipping cost and distribution to their customers. However, there were revenue and inventory management problems. Because it was too complex to make the plan reality and report card was mixed. So, when Blockbuster has 1 million subscribers, Netflix has 3 to 4 million subscribers. In their complex situation, they kept up there business policy.

Now they are faced with a new set of challenges because of VOD technology to watch movies and programs that are not yet available on DVD. And there was a problem about file size. Six movie studios, including Warner brothers, Sony pictures, Universal studio, MGM, and Paramount offered movie download via online. Considering this issue, legal digital distribution of movies is not good in their business condition. I think there are continuous appear about company like ‘Movielink and Apple’ without development of new technology, they will be declined.

I think Movie rental service is in plentiful supply. Even Amazon.com already operates an online movie rental service in the United Kingdom. Considering that flow, they have to go with flow and see the business world more widely. They need not only alter their present problems but also have a broad vision about business to pass the other runners.

And I want to consider this in Korean market’s perspective. Because of the VOD file which is trade illegally through internet, Korea's DVD and Video market has experienced the failure. The war, which is made by Hyoung-Rae Shim, earned 11 billion dollar at theater market and 22 billion dollar at DVD and video market in US. In Korea, video and DVD market is below the level of Theater market. It’s just 10 percent. What is it mean? The theater market needs to study the Netflix's case to survive in a flood of the illegal VOD file.

Annotation;
Netflix Battle with Blockbuster Gets Ugly; Business week, by Ben Steverman, July 24, 2007

Facebook's Big Facelift by Matt Vella "Jung Won Kim (20700158) Entry # 10

2008-05-16T20:18:00.000-07:00

Summary: Facebook has recently announced that they are going to improve their layout on the site. Facebook which has been started by two college students have become a success over the past years. Once which was a college startup has become a corporation worth billions of dollars. Recently, facebook has been criticized to be becoming more like myspace, a site full of spam mails, and messy page layouts. What facebook has done is add a personality of the person to the site such as adding applications and other tools that may aid the person in communicating oneself to other faceboook users. Facebook will "facelift" their site by organizing the layout, separating the personal info page, with other gadgets such as games and other utilities, making it a more clean, cut looking site. Designers of facebook are saying the restructuring of the site is only "skin-deept." The layout and typography of the site will remain the same, the only thing that will be touched will the division of information, so that it will be more organized.

Opinion: I think that this is a wonderful identification of the problem and an attempt to solve the problem. Most corporations have problems whether it be a small one or a big one. The difficult part is identifying those problems and attempting to offer a solution that it may benefit the organization and the consumers. In this case facebook's consumers are the daily users who want to form social networks around their world. Personally, as a user of facebook, I have noticed these problems and was always annoyed by such problems of gadgets and tools in the site interfering with my personal page. Facebook obviously is on the right track in improving their industry and trying to attract more users for the growth of their corporation.

Source: http://www.businessweek.com/innovate/content/may2008/id20080514_205389.htm?chan=innovation_innovation+%2B+design_top+stories

The channel of firm and customer

2008-05-16T04:45:00.000-07:00

‘소비자-기업간 커뮤니케이션 채널’이란 슬로건을 내세운 매스온 (대표 유현종 www.masson.co.kr)이 공식 서비스를 시작했다.
매스온은 소비자 마케팅의 발상을 전환한 ‘소비자-기업간’ 사이트로 소비자가 기업들의 제품 및 서비스를 사용한 후 불만, 개선점 등을 등록한 글을 선별, 분석하여 기업에 제공하고, 기업에 제품 개선 및 신상품 개발에 도움을 준다. 또 기업으로부터 그에 해당하는 비용을 받아 소비자에게 현금으로 돌려주는 보상제도를 도입해 현 마케팅 패러다임에 변화를 시도했다.
‘이제 고객의 작은 불만도 비용을 지불해야 한다’라는 매스온의 새로운 발상의 시스템은, 소비자에게는 활발하고 적극적인 의견 표출의 기회를 제공하고, 그를 바탕으로 기업이 성장을 촉구하는 계기가 된다. 이는 현 기업들의 숙제라 할 수 있는 고객과의 원활한 커뮤니케이션에 윤활유 역할을 할 것으로 예상된다.
매스온은 회원들의 글 작성 활동의 동기 부여와 사이트 활성화 유도를 위해 사이트 오픈 이벤트(“글 쓰면, 매스온이 100만 원 쏜다!”)도 실시한다. 회원을 대상으로 작성한 글의 평균 평점이 가장 높은 회원에게 상금을 시상할 예정이다.
앨빈 토플러 [부의 미래]의 ‘기업은 돈을 주지 않고 고객에게서 유용한 신제품 아이디어, 광고아이디어, 슬로건을 얻고 있다’란 말에서 아이디어를 얻었다는 유현종 사장은, “프로슈머(생산자+소비자)라는 신조어가 생겨난 이후 프로슈머는 단순한 소비자를 넘어서 주요 경제 변화의 일원으로서 큰 몫을 차지하고 있다. 따라서 기업도 마케팅 활동에 고객을 직접 참여시키는 슈퍼마케팅이 중요한 요소로 자리 잡게 되었다.”라며 매스온의 탄생 배경을 설명했다.
소비자와 기업 모두가 ‘win-win’ 하는 가치 창조를 바탕으로 한 매스온을 발상의 전환을 해 소비자 마케팅 패러다임이 바뀔 수 있을지를 기대해본다.

2008/05/16 [10:48] ⓒ브레이크뉴스

http://breaknews.com/new/sub_read.html?uid=81507&section=section37

This article shows us how important participation of consumer to business. Consumer and firm interact to get their advantage. From this article, we can see consumers participate in firms strategy. For example of this article, communication channel (consumer-firm) of Mass-on site,, it give good points to both side. Consumers tell firms dissatisfaction, improvement, and good point. And firm pay a fee to customer who tell firm about it.
As time goes by satisfaction of consumer is more important than any other side. We have learned manufacture is most important in mid 19c. But now we can see how important attitude of consumer. It improves satisfaction of firm and consumer. I think it is good win-win strategy.

20600197 Kim, tae hee

20501008-Entry 10

2008-05-16T04:22:00.000-07:00

Advertising: Think Before You Speak

Summary
Your ad may not be saying what you want the target audience to hear. The same is true of advertising. We don't truly communicate simply by speaking to someone, we communicate only if they understand what we mean for them to know. The trick of creating effective advertising is to get inside the skins of your target customers, to see your message through their eyes and hear it through their ears. It doesn't matter what an advertiser intends to communicate, what matters is how the target audience interprets the message. Don't just put an ad out there because it sounds good to you. You may like what your advertising has to say, but that can be misleading. You, after all, aren't the target. In fact, since you know so much about your products, your industry, your competition, and even your own good intentions, your reaction may be as far from the target's as it can get. Study the people you're trying to reach. Get to know them. Understand their attitudes and perceptions, even if you think they're incorrect. And don't just say what you want to say.

Opinion
First of all, I want to talk about the title; Think before you speak. It's a kind of a slogan so, the 'SPEAK' has a lot of meaning. In this article, the meaning of speak is advertising. So, before we make an advertisement, we have to think more deeply. To advertise in customers' perspective is the thing what we have to consider. The target of the advertising is customers, not me. If we make an advertisement with a word or slogan what we like but customers don't like, there will be no impressions for customers. The advertisers have to consider the customers' hobbies and interesting. So, to make an advertisement more effectively, we have to make an advertisement in the customers' perspective. we have to put ourselves in customers’ shoes.

Annotation:
Advertising: Think Before You Speak; Business week, by Steve McKee, January 11, 2008

firms name in 'Green' 'Bio' 'Clean' 'Chungjung'….

2008-05-09T19:31:00.000-07:00

특허청에 최근 5년 동안 출원된 상표 가운데 가장 많이 등장하는 인기 단어들이다. 이들은 공통적으로 친(親)환경 브랜드. 환경문제가 사회적 이슈가 되면서, 상표에도 '녹색' 바람이 불고 있는 것이다.특허청에 따르면 지난 5년 동안 출원된 상표 중 가장 많이 사용된 단어는 'Green' 또는 '그린'으로 2737건이나 됐다. 두 번째는 'Natural'(자연)로 2730건이었고, 다음으로 'High'(하이·2217건), 'Pro'(프로·2030건) 순서였다.
이외에 'Bio'(생명, 5위), 'Clean'(클린, 12위), 'Well-being'(웰빙, 17위), 'Chungjung'(청정, 19위) 같은 친환경 단어도 사용빈도 상위 20위 안에 들었다.그러나 친환경 단어를 실제로 상표에 사용하려면 주의가 요망된다. 친환경을 바로 연상시키는 단어는 상품의 우수성을 직접 표시하기 때문에 그 자체로는 상표에 쓸 수 없다. '좋다' '우수하다'란 상표를 쓸 수 없는 것과 같은 이치. 특허청 김내성 사무관은 "친환경 용어를 상표에 쓰려면 기업명과 같이 식별력이 있는 용어를 함께 사용하는 게 유리하다"고 말했다. 예컨대 시멘트 회사인 홍길동사는 '그린홍길동시멘트'로 상표를 출원하면 등록될 가능성이 높지만, 그냥 '그린시멘트'로 출원하면 상표로 등록하기 어렵다. [이영완 기자 ywlee@chosun.com][☞ 모바일 조선일보 바로가기] [☞ 조선일보 구독] [☞ 스크린신문 다운로드]- Copyrights ⓒ 조선일보 & chosun.com, 무단 전재 및 재배포 금지 –

http://news.naver.com/main/read.nhn?mode=LS2D&mid=sec&sid1=101&sid2=310&oid=023&aid=0001960663

Nowadays environment is more important than ever. Pollution is severe. Because of growing of genetically modified organism that harm people and is not verified, besides, consumer is in danger to eat. So purity environment oriented merchandise is getting popularity. In this article, many firms use their name on word that bio, clean, well-being, natural and green. It make customer feel comfortable. I think consumer is satisfied with using this merchandise because they can feel they contribute to environment. We have learned to make more useful marketing, firms must satisfied consumers. I think there are many various strategies to give consumers satisfaction. By using logo and name of firms, supplier could make profit.

20600197 Kim, tae hee

Making good partnerships -Blog Entry #9 - Jung Won Kim 20700158

2008-05-09T16:45:00.000-07:00

Apple has been known as the clean, well -functioning product of our age. Most people these days either own an Ipod. The Iphone which was released almost a year ago has become sensational, with its slick design and practical functions, it has attracted millions of customers around the world. When Iphone was introduced to become a multi-entertainment functioning cell phone, it partnered up with America's biggest mobile company, "AT&T." This seemed to be a good move. Everytime AT&T received its bills from Iphone using customers, a portion of that bill was paid to Apple. Now, Apple recognizing AT&T's wide range or customers and high revenue, took the opportunity to partner up with them so that their profit could be tied in to AT&T. And AT&T knew that by partnering up with Apple they too could gain more customers and charge them at a higher price for the service they provided for the Iphone device. Marketing involves a lot of advertisement and promotion, but I believe effective partnership can also be effective marketing. In this case Apple's targeting does not need to be specified. By providing AT&T with its technology of the Iphone, automatically, all AT&T users become a segmented target for Apple. All AT&T users become a potential customer for the Apple Iphone product. In my opinion this is a very effective marketing and business strategy. With one important decision made, Apple has widened its range of customers, acquired more opportunities, and gained lots and lots of more revenues.

Source :http://www.marketwatch.com/news/story/growth-unlocked-iphones-means-trouble/story.aspx?guid=%7BFF1245CD%2DC5E3%2D4B8E%2D8BDE%2D1D696E5C7C26%7D

20501008 Entry 9

2008-05-09T02:56:00.000-07:00

Original article;

http://www.businessweek.com/smallbiz/content/jul2006/sb20060713_044166.htm?chan=search

The Cocktail Party Test for Advertising

My Opinion

I agree with the writer's opinion. As the writer said, advertising needs etiquette for the customers. We have to focus on the customers' perspective and make eye contact and listen their opinion. As an advertiser we tend to talk about ourselves. That will make the customer unesasy. When we think the customers' position first than my position, it will make the new relationships increase and decrease the chances I am going to be perceived as someone to avoid. Many advertisements approach to someone with bad manners. At a cocktail party, keeping the manner is important. In a deluge of advertise, advertisers must be smart and have to set the goal more effectively.If our objective is to inform, entertain, or otherwise please customers, we can obtain many customers' interest and affection. If we keep this rule in mind, we will not fail at the cocktail-party test. Once again I want to stress 'the need of eye contact' and 'considering the customers needs, wants, and desires'. A selfish advertisement and a punishment will give us the failure.

20501008 Jeong-hwan Kim

Star-marketing

2008-05-02T06:53:00.000-07:00

육류 판매왕 스타 마케팅 주효
“도축장에서 돼지 한 마리를 잡아주고 처음 받은 돈이 3만원이에요. 이걸 밑천으로 고기 장사를 시작했는데, 이렇게 커질 줄은 꿈에도 몰랐죠. 가족들에게 줄 음식이라고 생각하고 정성을 다한 게 성공 비결이라면 비결입니다.” 보는 사람을 미소 짓게 하는 푸근한 웃음에 넉넉한 체격. 이승훈 정성식품 사장(39)의 첫인상은 마음씨 좋은 이웃 ‘정육점 아저씨’다. 그러나 그는 맨손에서 매출 800억대 식품 회사를 일군 자수성가 CEO다. 대구 지역에서 가장 주목받는 젊은 CEO 가운데 한 명으로 꼽히는 이 사장의 사업 성공담은 이미 대구, 경북 지역에서는 유명하다. 이 사장을 더욱 유명하게 만든 건, 그가 경영하는 정성식품이 홈쇼핑 ODM(제조자개발생산) 업체로 활약하며 내놓는 제품마다 히트 상품이 됐기 때문. 실제 농수산홈쇼핑에서 누적 매출 100억원을 넘은 ‘전철우 항아리갈비’를 비롯해 ‘배연정의 오삼불고기’ ‘김학래 임미숙의 인절미 탕수육’ 등이 모두 정성식품이 개발한 제품들이다. 정성식품은 소비자 기호에 맞는 음식들을 기획, 개발하고 여기에 스타마케팅을 통해 제품을 홈쇼핑에서 판매한다. 이 사장은 “홈쇼핑에서 처음 제품을 팔기 시작한 2003년부터 지난해까지 판매한 누적 금액만 500억원에 달한다”고 설명했다. 정성식품이 이렇게 홈쇼핑시장에서 두각을 나타낼 수 있었던 건, 철저한 품질 관리가 바탕이 됐다. 배연정, 전철우 등 음식 장사를 하는 스타들을 적절히 활용한 스타마케팅이 주효하기도 했지만 스테디셀러가 될 수 있었던 원동력은 역시 ‘맛’에 있었다. 고객들이 한 번은 스타의 이름을 보고 제품을 구매하지만, 두세 번 이어지는 반복 구매는 맛에 있기 때문이다. 이 사장은 21살 때 처음 도축 ‘칼’을 잡았다. 직업 군인이셨던 부친이, 친구 빚보증을 잘못 서 집안이 통째로 날아가면서 생계를 책임져야 했기 때문. 마땅히 배운 기술도 없어 인근 도축장에서 돼지 잡는 일을 했다. 이때 돼지를 잡아 고기를 정리해 주고 처음 받은 돈이 3만원. 이 사장은 이 돈을 모아 정육점을 차렸고, 또 정육점에서 번 돈을 모아 축산 가공 공장을 설립했다. “92년도에 정성축산을 인수했는데요, 그 전에 4번이나 망한 회사였어요. 그런데 그 회사를 인수해 단번에 연 50억원 매출을 올렸습니다. 항상 거래처를 먼저 생각하고 사업을 했던 게 도움이 됐죠.” 현재 정성식품은 홈쇼핑 외에도 전국 600여곳의 식육 판매점에 돼지고기, 쇠고기를 공급하고 있다. 또 롯데햄, CJ푸드시스템, 푸드머스 등 대형 식품회사들에 원료육을 제공한다. “원료육에서 양념육으로 사업 범위 및 가공 식품 비중을 넓혀 명실상부한 종합식품회사를 만드는 게 꿈입니다.” ▶ 69년생 경북 울진/ 계명대 경영학과,계명대 경영대학원/ 92년 정성축산 사장/ 한국육가공협회 이사(현) [정광재 기자] [본 기사는 매경이코노미 제1451호(08.04.16일자)에 게재된 기사입니다]

http://news.mk.co.kr/outside/view.php?year=2008&no=226637

This article introduces the meat seller, who succeeds in meat market. He was poor but now he makes 80billion won a year. We learned Nike Company that uses a star to attract consumers last class. CEO, Lee seung hoon uses star-marketing similar to Nike co. he makes hit merchandise by using star whose image harmonize with agricultural and marine products. I think star-marketing is very effective method to attract consumer. But I felt firms should consider carefully to find the fit star for merchandise.

20600197 Kim,tae hee

20400520, Entry#7, Relationship

2008-05-02T06:34:00.000-07:00

Relationship
It is very common in Korea using subsidies to help cell phone manufacturers to sell more products in telecommunication industry. Using subsidies, phone companies (wireless telegraph operators) such as SKT and KTF (in this article AT&T) would make more revenue from telephone call charge and can reinforce the relationship with manufacturers.
In Korea, most of cell phone manufacturers distribute their products to three main phone companies. However, this kind of distribution is seems not to be common in US. It says in the subtitle “the phone company may cut the iPhone's price to boost demand—and cement its relationship with Apple.” AT&T wants to deal with Apple exclusively and did subsidize Apple. So the partnership or relationship really matters, more than Korean situation like supplier-producer concept.
Doing a Business in equal status comes from good relationship and this relationship requires not only money but also trust and confidence. To say in opposite direction, a relationship makes more values to both parties.

reference:
http://www.businessweek.com/technology/content/apr2008/tc20080430_591776.htm?chan=rss_topStories_ssi_5

20400520 Jeon Keong Won

Blog Entry #8 "Sports industries and marketing -" - Jung Won Kim 20700158

2008-05-02T01:57:00.000-07:00

I have always been interested in sports and love to be engaged in sports all the time. I think the reason for this is because I am an active person. I played rugby and soccer in high school. Every since I got involved with sports in high school, i became interest in the fashion of sports. I always wanted to wear sports clothes, always wanted to wear athletic shoes, and of all the products, I needed to have those nikes. In class, while we were watching the video on Nike's success, it hit me quite hardly. Why did I need those nike shoes? Why did I need that pair of sneakers that had a swoosh sign on it? It was about brand inequity. Ever since the 70's it is said that Nike has had deals with sports stars, and in the 80's a major increase in sales happened for NIke because of the deal with Michael Jordan, portrayed as many as the best player to ever played the game of basketball. Once Michael Jordan started to wear Nike's everyone wanted one! It make a link or formed a relation between the lay man and the super star! Nike's executives knew how to advertise and promote their brand by linking their products to hero's of the modern times, such as Michael Jordan. Every kid who idoled Michael Jordan wanted a pair of Nikes. Not were the executives aware of the brand inequity but also the emotional ties that were affililiated with the product they promoted. If a customer becomes emotionally attached to a product in one way or another, the executives knew that the customer would have to get them in all costs! I think this is a very inspiring and motivating case for a business student. Seeing how a small start has become so successful just by using good marketing strategies and knowing the customers is very inspiring.

Source: http://www.marketingcrossing.com/article/index.php?id=220018

20501008-Entry 8

2008-05-01T21:22:00.000-07:00

Original Article;
http://www.businessweek.com/smallbiz/content/aug2007/sb20070810_058283.htm?chan=search

A Hotel in a Box

First of all, as I read this article, I thought that Qbic read customers' mind. Qbic offer a valuable service with a compact service. Qbic Hotels has much strength; design, comfortable, and low cost.
First, Qbic allows guests to change the color and theme of their room with a touch of the finger on an LED screen. Qbic Hotels is the low cost design hotel company also. Especially they are very comfortable and convenience. All of these are the design strength that makes the customer feel attractive. Next, its ability is to offer both high style and low cost in a self-service environment, DIY service. As you know, other hotels give many services for customers. However, Qbic hotel makes customers to do by themselves as lower their price. As this hotel gives a card to customers, let customers do what they need and let them easy to use self service check in terminal. And also they give us free wireless internet access in the hotel and in our room.
The Grab & Go Corner's vending machines provide to customers bakeries' bread and beverages. It is same as other hotel service. The unique thing is that all of these things are self-service. So, as we rest at hotel, we can keep our prices low.
As I read this article, I became to have a dream. In the near future, I will visit this hotel alone as a backpacking.

20501008 Jeong-hwan Kim

VVIP of on-line shopping malls

2008-04-25T16:45:00.000-07:00

백화점들이 초우량고객(VVIP)고객 우대경쟁에 열을 올리는 가운데 온라인몰들도 큰 손잡기에 한창이다.온라인몰에서도 2%의 우량고객이 매출의 30∼35%까지 차지할 정도로 단골고객들의 매출 영향력이 크기 때문. 온라인몰들은 우대고객 전용상품과 서비스로 단골고객에 러브콜을 보내고 있다. 온라인몰들은 연간 100만∼500만원의 구매금액뿐만 아니라 횟수로 우량고객을 선정하기 때문에 연간 수천만원 이상씩을 구매해야하는 백화점에 비해 VIP서비스를 받기가 용이하다.H몰은 상위 2% 고객 8만7000명이 1년 전체매출의 30%를 웃돈다. VIP고객 기준은 최근 1년간 100만원이상씩을 10회이상 구매한 고객이다. VIP 고객이 되면 주1회 10∼12% 할인을 받을 수 있는 쿠폰이 제공되고, 최근 한달간 가장 많이 팔린 베스트 인기 상품 200여개를 노마진으로 판매하는 전용매장도 이용할 수 있다. H몰 마케팅섹션 서형준 책임은 “도서류 구매지원, 전자잡지 서비스 등 다양한 우대서비스를 도입할 계획”이라고 말했다.패션플러스의 다이아몬드 회원은 연간 500만원 이상 구매하는 우수고객들. 전체회원의 2%가 전체매출의 35%를 차지하고 있다. 패션플러스는 우수고객만 이용할 수 있는 ‘VIP only 전용몰’을 오픈하고 할인, 추가적립 혜택을 제공한다. 최근 개편행사를 통해 고객들의 등급별 구매왕에게 실제보석인 다이아몬드, 에메랄드, 사파이어, 루비 등을 선물했다. GS이숍은 전체회원 980만명의 0.1%인 9만8000여명을 다이아몬드와 에메랄드, 사파이어 등급으로 분류해 VIP로 우대한다. 이들 VIP 고객의 평균 주문액은 일반 고객에 비해 15배나 높다. VIP고객에게는 매월 할인쿠폰과 최고 10만원 연간 할인권을 준다. 다이아몬드 고객 중 최고 구매왕에게는 100만원 상당의 해외여행상품권이나 적립금을 준다. CJ몰에서도 2%의 고객이 20%이상의 매출을 올리고 있다. VIP고객은 6개월간 6회, 60만원 이상 구매 고객인 퍼플과 3회, 30만원이상 구매고객인 블루가 해당하는데 20일간 전용매장인 마이존특가를 통해 1000여종의 상품을 온라인 최저가 수준으로 판매한다.롯데닷컴에서도 상위 5%가 매출의 16%를 차지하고 있다. 지난 6개월 실적을 바탕으로 플래티넘 고객을 선정해 롯데닷컴머니 30만원을 준다.

Like many department stores using VVIP, on-line mall is starting give a incentive important customers to increase more their profit. In common on-line firm get profit from only 2 or 3 % of customers. it charges about 30% to 35% of their revenue. Many Korean on-line mall such as H-mall, Fashion plus, GS e-shop and CJ mall give VIP customers incentives. They give monthly discount coupon, travel ticket, and additional mileage. We learned about targeting, segmenting, positioning. I know this strategy is somewhat not concerned with this situation. But I think on-line firms divide their market by consumption quantity to make more profit. So it is good targeting and segmenting for group.

http://www.fnnews.com/view?ra=Sent0701m_View&corp=fnnews&arcid=080425203026&cDateYear=2008&cDateMonth=04&cDateDay=26

20600197 Kim tae hee

The Lower the Price the Better?

2008-04-25T07:59:00.000-07:00

Entry # 7 Jung Won Kim 20700158

The economic situation for everyone is not very good these days, especially for Korea and the States. Because of the many scandals that Samsung, who is in charge or 18 percent of Korea's income from exports , Korea's economy has gone down. During such a harsh economy, most businesses will try to approch a strategy to make their prices for a product as low as they can. Is this always the best strategy?? Just by lowering the price of your product, does that mean people will buy more of your product? Maybe, in the short term it will work, but for the long term and for the value of your product, I think you need to make your product a little bit more expensive than the reasonable border line price. People will buy starbucks by paying a few more bucks because they are not just buying a cup of coffee. They are buying the image, the experience, that short relived part of life where starbucks suggests only they can do. I think it is very important to be able to offer a service that no one else can do it in a way, or maybe form a good image of the quality of the product so that people will buy the product, not necessarily for its quality but because of the brand name it created.

Sources: http://www.businessweek.com/smallbiz/content/apr2008/sb20080414_027855.htm?chan=search

20501008 -Entry 7

2008-04-25T05:51:00.000-07:00

Original Article;
http://www.businessweek.com/smallbiz/content/jan2008/sb2008019_705788.htm?chan=search

The Hot Dog Professor

This article talks about the strategy to operate mobile food business. This story tells us that even small hot dog carts can be an example of a marketing strategy. We can learn a good lesson although it is a small business. As we see a small business example we can be more practical.
There are six teaching what we have to keep as an entrepreneur.

First, we have to find a prime location.
When we choose a location there are many things what we have to consider; competitor, floating population and something like that.

Second, we have to keep your menu simple.
To give more impressions to customer, offer just one food will be a good strategy. That can build a definite image about the store. Then, many customers memorize that store as a food name. Furthermore, you can avoid bringing in a large inventory that may not sell.

Third, to find ways to advertise for free needed.
Advertising expenditure can be a burden for small cart business. And for another big company, expenditure can be a burden too.

Forth, Put on a good show.
Although hot dog cart is not a wonderful restaurant, so the owner has to show more professional aspect. That makes my store same as a cool restaurant.

Next, Appeal to the senses.
I have an experience about this kind of strategy. When I was walking the street a roast chicken's smell makes my mouth water. To attract customers owner have to use sight, smell, sound, and taste. Furthermore, making waiting line looks more pleasurable. If someone sees that long line, he will think that the taste of food will be good. That will be an effective marketing strategy.

Finally, Pay attention to industry trends.
As we live an era of changing, the industry trend always changeable. So to have a competitive power, owner has to concentrate on the trend.

I have a plan to operate a vending business on festival. Although I did it before, it is not as easy as we think. As I see this article, I could get some insight on my festival business at Handong.

20501008 Jeong-hwan Kim

20400520, Entry#7, STP

2008-04-25T04:02:00.000-07:00

▶Original Article

IBM vs. Tata: Who's More American?
The Indian giant's TCS makes most of its money in the U.S., while Big Blue does the bulk of its business abroad
[News] April 23, 2008, 8:16PM EST
by Steve Hamm

Quick quiz: Which company is more "American"—Mumbai-based Tata Consultancy Services, or Armonk (N.Y.)-based IBM (IBM)? Evaluate the two based on where they make their sales, and the answer is surprising. TCS, India's largest tech-services company, collected 51% of its revenues in North America last quarter, while 65% of IBM's were overseas.

This juxtaposition helps explain investor reaction to the companies' most recent earnings reports. TCS stock declined by more than 10% on Apr. 21 after it reported that earnings for its fourth fiscal quarter fell short of expectations. IBM, by contrast, beat estimates on Apr. 16. Its stock is up 3% since then and 25% since mid-February.

"No Slackening of Demand"
A tale of two strategies is playing out amid shifting global economic conditions. TCS, like the other top Indian tech-services outfits, has long focused on big American and British corporations. Now that the U.S. is slipping into a recession, the Indian companies are vulnerable. TCS, though, insists its financial shortfall doesn't signal a fundamental weakness. It says a handful of U.S. clients canceled expansion plans in the fourth quarter, and the company agreed to defer payments by two big customers. "There's no slackening of demand," says N. Chandrasekaran, the company's chief operating officer. "The pipeline is good. We just had some specific situations."

IBM's strong results stem from a strategy of diversifying into emerging markets by its services business, which represents about half of overall revenues. Chief Financial Officer Mark Loughridge says IBM has a two-track approach: In the U.S., where clients are economizing, it helps them cut costs, while in emerging markets, it helps customers build out their technology infrastructure.

In India, where IBM is now the No. 1 seller of technology services, its revenues grew 41% last quarter."Our success starts with how global we are, which is intentional," says Virginia M. Rometty, who runs global business services for IBM.

IBM and Accenture: Setting the Bar?
TCS is the most geographically diversified of the top Indian tech-�services companies. Others rely on the U.S. for 60% to 70% of sales, and all are scrambling to broaden their business. TCS, which last year set up a unit targeting emerging markets, saw revenues increase 40% there in the past fiscal year. Infosys Technologies (INFY), India's No. 2 services player, on Apr. 15 warned that it might face a slowdown in demand. It, too, has launched an initiative aimed at China, India, Latin America, and the Middle East. Kris Gopalakrishnan, the company's chief executive, cautions that Infosys is playing catch-up with the likes of IBM and Accenture (ACN). "It will take three years to make a significant difference to our revenues," he says.

Meanwhile, the Indian companies aren't in a terrible spot; after all, their services are designed to help clients simplify their businesses and save money. Until the U.S. economy pulls out of the doldrums, though, they will have to sell more aggressively and plan carefully so they don't end up with too many employees, which would pinch margins.

▶Opinion

Segmentation, Targeting, Positioning
65% of IBM’s revenue came from overseas. This result arises from a strategy of diversifying into emerging markets. IBM helps their clients to save money in US, while in emerging markets, they helps customers to spend money. IBM can earn money either ways.
Applying different strategy to different market is basic of marketing. If a firm available to serve many markets through their own, do it. However if not, concentrate at most suitable one. That is STP (Segmentation, Targeting, Positioning): hash market into small pieces, select one, and focus on it. Many of those who businesses in this society have trouble with different characteristics of different market. We have to research about what kind of this market is, and make our strategy to fit in the most attractive market to success. This is STP

Source:
http://www.businessweek.com/magazine/content/08_18/b4082000234598.htm?chan=rss_topStories_ssi_5

Myspace of Mobile? Entry #6 - (Jung Won Kim 20700158)

2008-04-18T16:45:00.000-07:00

A young industry called "MOZES" has started a system that is attracting consumers and advertisers at the same time. They have set up a network system where anyone or a small group can set up a text-messaging platform for free. They are specifically targetting the music industry. If a person wants to get text information from their favorite music artist, all they have to do is type in the name of the artist to MOZES, and they would get free texts from the artist. The texts would be discount deals to concerts, or just personal messages to their fans. The goal of this young industry is to not to create a community, but to create a branded network. What they are doing is trying to create a myspace of the mobile network. They want the consumers to not even think about other competitors but type in the artist's name right away onto their mobile phone. This group is very innovative. They have jumped into a business where it is not very well marketed yet. They are not paying any extra money to advertise, but they are letting the consumers and markets come to them. If this concept catches on, their would be thousands of music artists wanting to be in this network, so that they could advertise their concerts and other events, and the network would be paid enormous money for every artist that would want to be in the network. The more artists in the network, the more consumers would appeal to this network and ultimately it would be a cycle. All MOZES is doing is building a bridge between these two groups of consumers and advertisers. They are letting the consumers and advertisers come to them. I think the most important strategy behind this story is the fact that they are trying to create a branded nework. If you create just a network, the network itself will be only valuable, but if it is branded, the people will first think of the brand "MOZES," before thinking of the people involved in the network. This project seems to be doing well, and I was very impressed at the strategy and creativity of the founds of MOZES.

Source: http://www.businessweek.com/smallbiz/content/jul2007/sb20070725_384383.htm?chan=search

Prosumer, Henry, Zidane make shoes

2008-04-18T06:22:00.000-07:00

지난해부터 제품개발 분야에서 화두로 떠오른 단어는 '프로슈머'였다. 생산자를 뜻하는 프로듀서(producer)와 소비자를 뜻하는 컨슈머(consumer)가 결합된 단어로 소비자의 의견을 반영한 제품 개발이나 소비자가 직접 개발에 참여하는 것을 말한다. 최근에는 '프로슈머'에서 한단계 더 나아가 '프로마스터' 제품이 눈길을 끌고 있다. 프로듀서와 권위자를 뜻하는 마스터(master)의 합성어로 제품개발 단계에서 그 분야의 최고 권위자를 영입해 만든 제품을 뜻한다. 스포츠용품 브랜드를 비롯해 전자, 식품업체 등 전 영역의 시장에서 이러한 프로마스터 제품이 각광받고 있다. 프로마스터 제품 개발이 가장 활발한 곳은 스포츠용품 브랜드들이다. 리복은 지난해 5월 세계적인 축구스타 티에리 앙리가 제품 개발에 참여한 축구화 '스프린트핏'을 300족 한정 판매했다. '스프린트핏'은 현재까지도 프리미엄이 붙은 가격에 거래될 정도로 식지 않은 인기를 자랑하고 있다. 또 지난달에는 일본의 황영조로 통하는 일본의 전 마라토너이자, 현 육상 감독인 테즈히코 킨이 제품 개발에 직접 참여한 초경량 러닝화 '타이칸'을 선보이기도 했다. 이나영 리복코리아 마케팅본부 이사는 "테즈히코 킨 감독이 서양인의 발 형태에 맞춰 디자인된 기존 제품에 불만을 토로, 동양인의 발 형태에 맞는 러닝화를 제안하게 됐다"고 배경을 설명했다. 아디다스는 간판제품이기도 한 축구화 프레데터 라인을 지난해 12월 새롭게 업그레이드했다. 이 과정에서 축구스타 지네딘 지단이 제품 개발 과정은 물론 제품 테스트까지 참여해, 한 차원 높은 단계의 축구화를 선보이는데 큰 역할을 담당하도록 했다. 나이키도 골프천재 타이거 우즈가 개발에 참여한 'SP-8 TW 투어 골프화'를 지난해 선보였다. 전자시장에서도 프로마스터 제품 출시가 잇따르고 있다. LG전자는 지난해 12월 음악 재생 기술의 최고 전문가로 평가 받고 있는 마크 레빈슨과 손잡고 '랩소디 인 뮤직폰'을 출시했다. 삼성전자도 최근 열풍, 직화그릴, 전자레인지에 스팀조리 기능을 더해 찜 요리까지 할 수 있는 올인원 조리기기 '하우젠오븐 스팀'을 출시했다. 조선왕조 궁중음식 전수 교육기관인 궁중음식연구원 원장 한복려씨가 제품 개발에 참여, 20여종의 궁중 요리를 간편하게 조리할 수 있도록 했다. 식품업계도 이러한 프로마스터 마케팅에 합류했다. 대상은 지난해 '방배동 요리선생'으로 유명한 가정요리전문가 최경숙 씨를 신상품 개발에 참여시켜 천연 액상조미료 ‘전문가 솜씨 국선생’을 내놨다. 동원F&B는 독일 육가공 최고 전문가인 쿠르트헤르만이 제품 개발을 주도한 프리미엄 베이컨 '본엠베이컨'을 선보였다. 이처럼 프로마스터 제품이 인기를 끄는 것은 최고 권위자의 눈높이에 맞추어져 제품이 개발됐기 때문에 소비자가 기대했던 이상의 품질을 제공하기 때문으로 분석된다. 또 소비자들이 마스터에 대해 가지는 신뢰가 브랜드 충성도로 이어질 수 있기 때문에 업체들이 마케팅기법으로 사용하고 있다. 이외에도 전문가들의 노하우와 경험을 토대로 제품을 개발하기 때문에 소요되는 시간이나 비용의 부담을 상대적으로 줄 일 수 있다는 강점도 있다.

http://www.moneytoday.co.kr/view/mtview.php?type=1&no=2008041713370271638&outlink=1

20600197 Kim, tae hee

Have you ever heard “prosumer”? It came from two words, producer and consumer. To attract consumer, Reebok release unique soccer shoes. Henry participated in project that made it. And Golf star Tiger Woods and Hwang young jo who is marathon athlete also affect each project to make a golf shoes and marathon shoes. Electronic market attract customer by this mean too. LG and Samsung are business together with experts to make unique merchandise. I think these firms that use prosumer strategy find the niche. We have learned that to market successfully, we must consider market value and wallet value. And I think these firms can market successfully by using prosumer.

[Entry #7] Hollys Coffee in U.S

2008-04-18T06:14:00.000-07:00

Hollys Coffee opens first U.S. store

Hollys Coffee, Korea's largest coffeehouse chain, opened its first store in the United States on Sunday.
The company's American debut in Los Angeles, California, follows Hollys' first overseas entry in Kuala Lumpur, Malaysia last year, with plans to open two more stores this year.
Hollys said its entry into the United States signals Korea's readiness to compete in the global market with a build-up of know-how and expertise in the art and management of coffee brewing.
The shop in L.A. is located in a business area in Koreatown, targeting not only Korean nationals studying and visiting there, but also Korean residents and other ethnic groups in the multicultural city.
The company said it aims to share Korea's coffee-drinking culture and the unique beverage menu that it provides for consumers in the home market. The L.A. shop features Hollys' yogurt-based shakes and its sweet potato latte.
"This store opening is an achievement that comes from the confidence of a Korean brand's interpretation of Western coffee culture," said Lim Ji-young, marketing manager of Hollys Coffee. "As much as we have received recognition in the home market competing with mammoth brands, we aim to become a global brand with the unique ambiance and taste of Hollys Coffee."
The company plans to continue its U.S. expansion riding on the so-called Korean Wave and trigger a "new" Korean Wave.
The coffeehouse ranks second in the domestic market in terms of number of stores, which currently totals 135. Starbucks leads the market with over 200 stores, while Coffee Bean ranks third with 110 stores.
The take-out gourmet coffee and coffee-house culture was inspired by Starbucks after it entered Asia's fourth-largest economy in 1997. Since then, the take-out coffee and cafe market has mushroomed, bringing in both local and global brands.
By Yoo Soh-jung
(mailto:sohjung@heraldm.com) 2008.04.15 by. Korea Herald

At first, I was very surprised that the Hollys Coffee was made by Korean. The Hollys Coffee brand image good to customers. So, I thought that the Hollys was made by American. This recognition come from the condition of Korean marketing. I think Korean marketers haven't tried to innovate in their situations.

We know that the Starbucks is success in their own field market. The Hollys thrust themselves in this keen competition. In this point, the Hollys coffee is successful case. Anyway they try to compete the other prominent companies. I visited the Hollys Coffee Internet site. The hompage is very useful for knowing about coffee and attractive. Even if the homepage is small part in the company system, the small parts are important for the whole.

Korean marketers have to consider the view of world and try to innovate for the global market. And a lot of companies try to compete to multinational corporations through the thorough market research.

20700748 Han Lee-Jee

Low Prices Are Not Always Your Friend

2008-04-18T06:05:00.000-07:00

Entry 6
Original article:
http://www.businessweek.com/smallbiz/content/apr2008/sb20080414_027855.htm?chan=search

My Opinion;

When we buy a product, we tend to buy cheaper product. However, it is not always be a truth. We just compare the price among same products. We do not buy a lower price product if they have a different quality. Because it's lower price means lower quality. Lower quality will makes the customer disappointed. The heart of this article is that point. When the company has a low cost strategy, they give a small salary to close a gap. In that event, the laborer will lose their motivation and bad quality product will come out. Furthermore, in the event that the company use the low quality low material, that will give a price competitiveness to the company.

What if the product become useless because of it has no durability?
Customers will not buy that product never and ever, and the corporate images will lose their prestige also. It means low prices are not always your friend. So, the company has to read customers' mind and the market research is important thing too. As you know, Nokia is the leading company in the world's cell phone market. Its market share on cell phone is almost 33%. They have an excellent competitive power in producing and marketing. So how is Nokia keeping its position in the period of a deluge of cell phones? The strength of Nokia is its competitive price. They make low price products which helps them sell lots of cell phones. If they sell a few products, they cannot earn much money. However, they have a ‘quick sales at small profits’ strategy. This puts Nokia in the lead in the cell phone market. In an era of information technology, many customers want to use cell phones which have a more variety of functions. I had once used a Nokia phone for two years. At that time I was satisfied with the price, but when I compared my cell phone’s functions and design with others', I was dissatisfied. At that time most of the cell phones were flip phones and had a camera function, but mine was not. Nokia was poor in the progress of developing the cell phone’s functions and designs, and they did not concentrate on the customers' taste, but only on the product’s price. On the other hand, customers did not focus on the price much. That was the point that Nokia had missed and had to overcome.

It would be great to customers to offer the same product with a low price. However, many companies try to offer low quality, and bring a focus into selling more and more. It will make the company's image and growth potential decreased. And the customers will become to look the other companies.

20501008 Jeong-Hwan Kim

[Entry #6] Crisis Management

2008-04-18T04:45:00.000-07:00

▶Original Article

Why Is This Plane Still Flying?
Sure it's a gas-guzzler, but the old MD-80 has plenty in its favor despite the recent groundings to inspect wire bundles
[Top News] April 10, 2008, 7:02PM EST
by Justin Bachman

The jet at the center of American Airlines' flight travails gulps gas and rumbles about in a far noisier fashion than newer models. It first took flight nearly 30 years ago and today is greeted by some passengers as a technology-deprived torture chamber. Yet despite its age and costs, the MD-80 remains a valued and dependable workhorse in airline fleets worldwide—which points to the many nuances in assessing flight safety at a time of heightened concern about aircraft maintenance.

American—which dubs the plane the Super80—is the world's largest operator of the jets, with 300, while Delta Air Lines (DAL) flies 117. In Europe, Alitalia and SAS Scandinavian Airlines are also major operators.

Compliance Audits Lead to Cancellations
"The MD-80 has been a terrific airplane for American Airlines," Gerard Arpey, chairman and chief executive of American parent AMR (AMR), said at an Apr. 10 news conference to discuss the airline's 2,500 flight cancellations this week. "This [incident] will have no impact on our long-term fleet plans. The bigger issue for the MD-80 will be oil prices."

The MD-80's woes began last month when the Federal Aviation Administration began a series of compliance audits and found that bundles of wires stored in the jets' wheel wells had not been secured according to a September, 2006, agency directive. That led to widespread cancellations at American and Delta so that technicians could inspect and perform the required work. Then on Apr. 8, FAA inspectors at American's Dallas-Fort Worth hub found the wire work had not been performed according to specification. That led to another round of checks on all of American's MD-80s.

The airline said a third of the jets were back in service on Apr. 10, and it expected all the work to be completed by Saturday night, Apr. 12. Delta canceled a "handful" of flights Apr. 9-10 to reinspect the wire-bundle work and anticipated normal service on Friday, a spokeswoman said.

Lacking Fuel-Efficiency
The MD-80 was built by McDonnell Douglas, a company Boeing (BA) bought in 1997. The 140-seat plane succeeded the venerable DC-9, the world's third-best-selling aircraft, which dates to 1965. The MD-80 first flew in October, 1980, and has four derivative models. It was billed as a fuel-efficient replacement for Boeing's three-engine, three-crew 727. The MD-80 was a stretched version of Douglas Aircraft's DC-9, and airline lore has it that McDonnell Douglas used "80" in the name to signal that it had a product designed for the 1980s, a new era of deregulation and competition. McDonnell Douglas built the planes for 19 years; production ended in late 1999.

Today, the jet is considered a fuel hog. Airlines that fly it have retrofitted the engines to comply with noise rules, but still suffer a 25% to 35% loss in fuel efficiency over newer midsize jets. That's why operators such as Continental Airlines (CAL) and Northwest Airlines (NWA) have largely retired the jet in favor of Boeing 737s and Airbus 320s; American is slowly replacing it with new, larger versions of the 737.

As crude oil tops $112 per barrel, as it did this week, the MD-80's future is limited. Michael Boyd, president of aviation consultancy the Boyd Group, estimates American would see an immediate savings of $650 million if it replaced all its MD-80s with the new 737s.

Still, American's MD-80 fleet age is only 18 years, relatively young in airplane terms, and the company owns most of them outright. "It's problematic but it's not like it's a dagger in their financial heart," says Boyd, who considers American's decision to keep the fleet a wise one until Boeing builds a carbon-fiber composite 737, as it is doing with the 787 Dreamliner.

Bureaucratic Overreaction?
The bigger question for fliers, of course, is whether the planes are safe. Pilots and airline executives insist it is, and the wire-bundle-related cancellations have inflamed some of them. Those FAA critics believe the agency's new rigor is a bureaucratic, political knee-jerk response to well-publicized congressional hearings. Those hearings were prompted by complaints from FAA inspectors that they were thwarted in doing their jobs by the agency's too-close relationship with airlines it regulates.

"Definitely a PR blitz for the FAA, notice how there haven't been any MX [mechanical] problems/groundings at any smaller carriers?" wrote a writer called "Flyby1206" who posted Apr. 9 at a Web site for airline pilots. A writer called "Oldfreightdawg" said his company had passed the wire-bundle inspections "except that the FAA inspector didn't like the orientation of the ties used to secure the wire bundle. They didn't match the pretty picture in his book. This is the equivalent of a cop pulling you over and busting a tail light with his night stick and citing you for it." The Apr. 9 post added: "The FAA is doing some serious CYA in Texas, they're running for their bureaucratic lives and it doesn't matter who is run over."

An FAA spokeswoman said the flight cancellations are "purely a safety decision."

Popular with Pilots
Arpey and other American officials have strenuously avoided any criticism of the FAA, citing complexity and different ways to interpret the detailed, 38-page airworthiness directive the agency issued about the wire bundles in September, 2006. The directive was written into an "engineering compliance order" by American's engineers for maintenance technicians to implement the repair. It is that process which has come under fire at American and is blamed by many pilots for the second MD-80 grounding, says Kevin Cornwell, an American MD-80 pilot from Keller, Tex. "In no way is this a line-mechanic problem. This is a management problem."

At American's Apr. 10 news conference, Arpey said that interpreting an FAA airworthiness directive involves "a great deal of judgment" and that even FAA engineers can disagree about the proper method for certain repairs or changes.

After working so long with the MD-80s, some American pilots swear by them. "I am surgically attached to it at the hip," jokes Cornwell, who became a Super80 captain in 1990. "It was and is very reliable and economical, and it's been a good airplane for us." He says some passengers grumble at the Spartanism—there's no satellite TV, audio service, or movies. "But when we hit 10,000 feet, I ding the bell…and I'm sure everybody turns on their laptops and they can watch their movies or work. I don't think it's a big deal."

▶Opinion

American Airlines now having a trouble with it’s one of the flights ‘MD-80’ because of their recent grounding measure. The grounding was due to its wire bundle problem, its impact resulted huge loss of their customers; 2,500 cancellations only for one week.
There are many noises around this happening. There’s a rumor about the FFA’s bureaucratic overreaction arguments and the MD-80’s performance and true value controversy. Despite the MD-80 is now evaluated as old and inefficient to the American’s management, it still regarded as a nice aircraft to many pilots. They insist their thinking each other and it seems to be disagreement in them.
However, this different point of view is not the matter. Whether the MD-80 has flaws or not, American has to solve the matter of ‘riskiness of the aircraft’. American said that "It's problematic but it's not like it's a dagger in their financial heart," showing they don’t have intention to retire the aircraft. One the other hand, customers don’t want to boarding on it. American lost many of their customers and potential customers already. American now have to inform their countermeasures. This is what the crisis management is.

[Entry #6]
20400520 Jeon Keong Won

Negative Marketing

2008-04-11T07:20:00.000-07:00

◇ ‘The Answer 신한카드’ = ‘더 안써 신한카드’? 9일 금융업계에 따르면 신한카드가 LG카드와의 통합에 맞춰 대대적으로 선전하고 있는 광고카피 ‘The Answer 신한카드’에 대해 ‘더 안써 신한카드’라는 네거티브 카피가 함께 떠돌아 다니고 있다. ‘신용카드의 해답’이라는 뜻을 지닌 광고카피를 한글 발음 그대로 읽어서 의미를 왜곡하고 있는 것. 네이버 등 포털 사이트에서는 “신한카드에서 ‘더 안써 신한카드’가 출시되었다고 하던데요”라는 악의적인 글이 올라오고 있다. 이 때문에 통합 카드 출범을 계기로 대대적인 마케팅을 벌이고 있는 신한금융그룹이 골머리를 앓고 있다.

◇ LIG손보 우리銀 등도 네거티브 마케팅 곤욕 금융권에서 이 같은 네거티브 마케팅 사례는 신한카드가 처음은 아니다. 우리은행과 LIG손해보험도 네거티브 마케팅의 피해자다. 우리은행은 2002년 상호를 한빛은행에서 우리은행으로 변경했다. 당시 경쟁은행들은 ‘우리은행’이라는 이름을 사용할 수 없도록 하는 소송을 냈고, 우리은행의 영문표기인 Woori Bank를 영어식 발음 그대로 읽어서 ‘Worry Bank(근심 은행)’라고 불렀다. 지난해 LG화재에서 이름을 바꾼 LIG손해보험 역시 ‘LIG’의 중의적 의미 때문에 곤욕을 치뤘다. LIG손해보험 측은 ‘Leading Insurance Group’과 ‘Life Is Great’라는 의미로 LIG라는 약자를 상호로 사용했다. 그러나 ‘lig’의 사전적 의미가 문제였다. ‘lig’는 사전적으로는 “식객 노릇을 하다” “빌붙다” 등의 뜻을 지니고 있다. 이 외에 한국투자증권은 기업이미지인 ‘트루 프렌드(True 友riend)’가 ‘우리 진짜로 끝났어’로 읽히면서 이미지 관리에 어려움을 겪었었다.

-이데일리 김현동기자-

화장품이 '히틀러'를 소재로 한 광고로 구설수에 올랐다. 8일 업계에 따르면 코리아나는 자사 제품 CF에 히틀러를 광고 소재로 이용했다가 미국 유대계 커뮤니티로부터 거센 항의를 받는 등 물의를 빚었다. 코리아나는 신제품 '녹두 28 앰플' 제품 홍보를 위해 자사 모델 박진희가 등장하는 CF를 제작했다. 문제는 이 광고에 등장하는 '히틀러도 동과 서를 다 갖지는 못했다'는 광고 카피가 미국 유대계 커뮤니티를 자극한 것. 이스라엘 대사관 등 미국 유대계 커뮤니티는 마치 히틀러가 똑똑하다는 것을 암시하는 듯한 뉘앙스의 이같은 문구가 유대인 역사를 왜곡하고 있다고 강력하게 반발했다. 유대계 커뮤니티는 코리아나 본사와 한인 커뮤니티에 즉각 항의 성명서를 보내는 한편 광고 중단을 요구하고 나섰다. 국내에서도 잘 알려지지 않은 이 CF가 미국에서부터 문제를 일으키게 된 것은 사용자 제작 콘텐츠(UCC)사이트인 '유튜브'에 광고주 시사용 미공개 동영상 파일이 사전에 유포됐기 때문이다. 이 파일에 문제의 '히틀러' 카피가 사용됐고 유튜브를 통해 전파됐다. 이번 광고 제작을 담당한 광고회사 코래드측은 "유튜브에 유포된 광고물은 시사용으로 제작했다가 '히틀러'에 대한 일부 언급이 바람직하지 못하다는 판단하에 이미 폐기한 광고물"이라며 "폐기된 광고물이 온라인상에 유포돼 문제를 일으켰다"고 해명했다. 코래드는 보습과 진정이라는 두가지 효과를 동시에 얻을 수 있는 제품의 특성을 극대화하기 위해 '혁명'이라는 광고 컨셉트로 접근, '독일 여군'의 이미지를 형상화해 광고를 제작하게 됐다고 덧붙였다. 현재 이번 CF는 케이블을 통해 방영되고 있으며 히틀러에 대한 언급은 삭제돼 있다. 이같은 해명에도 불구하고 일각에서는 코리아나가 이번 히틀러 광고를 '네거티브 마케팅'로 활용한게 아니냐는 의구심이 제기되고 있다. 그러나 코리아나 관계자는 "이미지가 중요한 화장품이 굳이 네거티브 마케팅을 펼칠 이유는 없다"고 일축했다.
-머니투데이 박희진기자-

When marketer wants to promote the product, they always use TV, radio, newspaper advertisement. They ask making the advertisement to the advertising agency. The agency makes a lot of copywrting, images etc. The copywrting and TV advertisement are life to the promotion the selling product so, the agency consider the customer's trends and have to make advertisement carefully. This is a reason to using the image of familiar actors, singers. The star is familiar to the audience and good at having mind to buy products.
These article describe the negative marketing examples. Using negative image(like Hitler), negative words influence the product and the company reputation. Negative marketing will get good effects paradoxically. But, most cases will bring about bad side effects.
Advertising man must make an epoch-making advertisement but they must not tell a lie, cause socially public criticism. The advertisement is one of communication methods in the society. I believe the power of advertiment so, the power will put it to a good use.

Flexibility and Swiftness

2008-04-11T05:16:00.000-07:00

▶Original Article

Apple's OS Edge Is a Threat to Microsoft
A recent upgrade to the Mac operating system moves Apple closer to challenging Microsoft for overall computing dominance, even in the corporate market
[Viewpoint] April 11, 2008, 12:01AM EST
by Gary Morgenthaler

The 20-year death grip that Microsoft has held on the core of computing is finally weakening—pried loose with just two fingers. With one finger you press "Control" and with the other you press "right arrow." Instantly you switch from a Macintosh operating system (OS) to a Microsoft Windows OS. Then, with another two-finger press, you switch back again. So as you edit family pictures, you might use Mac's iPhoto. And when you want to access your corporate e-mail, you can switch back instantly to Microsoft Exchange.

This easy toggling on an Apple computer, enabled by a feature called Spaces, was but an interesting side note to last fall's upgrade of the Mac OS. But coupled with other recent developments, the stars are aligning in a very intriguing pattern. Apple's (AAPL) recent release of a tool kit for programmers to write applications for the iPhone will be followed by the June launch of iPhone 2.0, a software upgrade geared toward business users.

Taken together, these seemingly unrelated moves are taking the outline of a full-fledged strategy. Windows users, in the very near future, will be free to switch to Apple computers and mobile devices, drawn by a widening array of Mac software, without suffering the pain of giving up critical Windows-based applications right away. The easy virtualization of two radically different operating systems on a single desktop paves a classic migration path. Business users will be tempted. Apple is positioning itself to challenge Microsoft for overall computing dominance—even in the corporate realm.

Kernel of Computing Might
Such an idea rarely finds expression in public. Apple today is a "consumer-products company." Each new Apple product unveiled—from iPod to iPhone—comes with the excitement and glamour of Steve Jobs' "reality distortion field." Yet if you look at the larger picture, broader battle lines are forming. It's as if Jobs were a general from the 19th century, quietly massing troops out of view and under cover of trees. Mere "features" like Spaces look increasingly "strategic." On present course, an Apple assault on Microsoft's (MSFT) seemingly impregnable enterprise monopoly now appears quite possible by 2010.

It all started with Mac OS X, the multi-core, multi-processor platform officially released in 2001. Based on "Mach," a university UNIX research prototype, Mac OS X represented a clean break with the computer industry's uniprocessor past. The modular new OS allowed Apple to condense its core task management function into a tiny computing kernel.

That kernel has proved easily adaptable across the entire Apple product line, from highly complex servers all the way down to the relatively simple iPod Touch. Such modularity allows Apple to add whatever functions are necessary for each product environment—all while maintaining cross-product compatibility.

By contrast, Microsoft has held on to an OS tethered to the 1980s, piling additions upon additions with each upgrade to Windows. With last year's arrival of Vista, Windows has swollen to 1 billion bytes (a gigabyte) or more of software code. The "Mach" kernel of the Mac OS X, however, requires less than 1 million bytes (a megabyte) of data in its smallest configuration, expanding modestly with the sophistication of the application.

This bloating has saddled Vista users with increased costs and poor performance on average computers. Bloating has also led Microsoft to fragment its OS product line: one OS for the server, desktop, and laptop; one for cell phones and Zune music players; and a separate OS for its Xbox gaming console. Finally, through sheer complexity, bloating makes every subsequent "enhancement" of Windows buggier than the last. Thus, the current Vista product fiasco (BusinessWeek.com, 1/23/08).

Toward an Apple-Flavored Office
The contrast between Microsoft's and Apple's product development strategies couldn't be starker. Where Microsoft is increasingly hamstrung by OS rigidities, Apple moves flexibly and swiftly. While Microsoft struggles to bring a kernel-based "Windows 7" to market in 2010, Steve Jobs has declared Mac OS X the right platform for the next decade of new products. Engineering improvements in one Apple product quickly find use at low cost in another. While Apple's "multi-touch" screen innovation made its debut with the iPhone, it appeared on the MacBook within 60 days. With this sort of flexibility, Apple is ever-free to target existing markets or invent whole new ones.

Given these advantages, how might an Apple assault on the corporate market play out?

• Despite Apple's relative scarcity on corporate desktops, Mac laptops are already well accepted within the enterprise, with a market share of more than 20% and growing. For business travelers, the new MacBook Air, some three pounds lighter than comparable Windows-based laptops, already offers one huge advantage. And now, with the ability to jump back and forth between Mac and Windows applications, more corporate users are bound to embrace Mac laptops.

• While Mac desktops offer a growing number of superior features over Windows desktops, it's still not enough to persuade corporate IT departments to make a switch. So for now, Apple will merely strive to hold the line on its current share of the business desktop market and apply greater marketing pressure elsewhere.

• Apple's recently introduced Leopard servers compete in a market of unhappy Vista server buyers where Microsoft's market share is only 40%. Leopard has a decent chance to expand from its small beachhead.

• Surprisingly, it's the 4.8-ounce iPhone that will sweep Apple decisively back into the enterprise. Even without any enterprise applications, the iPhone has seduced business users with the prospect of easy listening (iTunes), easy surfing (Safari), and easy compatability with a Mac computer. And with the impending business push, the device will soon provide corporate e-mail access and perform serious computing tasks such as setting calendars, checking inventory, figuring prices, and taking orders on the spot.

More Mobile, More Apple
As corporations become increasingly mobile, the pressure will build to make them Apple-centric from top to bottom. Rising sales of Apple laptops and iPhones will make the Mac OS only that much more mainstream and acceptable to corporate IT departments. By 2010, the number of iPhones in use could approach 100 million. It's possible that the iPhone's share of the U.S. smartphone market (28% in the fourth quarter) will soon approach the 70% share iPod now holds in the MP3 market.

The final piece to this puzzle would be the rebirth of the Apple applications development ecosystem. The new Software Development Kit (SDK) for the iPhone not only allows independent developers to create new applications for that device but also brings them back to the Macintosh platform. That means any program written for the iPhone can be easily adapted into a Mac computer version as well. The response has been huge: More than 100,000 developers downloaded the SDK in the first week of its availability. And iPhone's popularity for mobile business applications can only grow. (Put Vista on a cell phone? I don't think so.)

So, the battle ahead seems clear: It's Apple's seamlessly integrated software strategy, minimally sized and maximally efficient, competing against Microsoft's strategy of multiple incompatible, bloated, and fragmented operating systems. It's Apple's growing customer acceptance vs. Microsoft's rising customer pain. By failing to modernize its operating system in a timely way, Microsoft has left its flank wide open for an all-out assault from a once-vanquished rival.

▶Opinion

Apple now challenges against Microsoft in the field of OS and other core system through their strong point: flexibility and swiftness. While Microsoft is at a standstill, Apple developed and elevated current devices to use their product as an integrated ecosystem. They have nice brands such as Macbook(labtop), iPod(mp3 player), and iPhone(mobile phone), and they all have firm position in their field. The most crucial strength point of Apple is that these devices are compatible with the Mac OS. And the Mac OS is becoming more and more friendly to the customers who is familiar with Windows, finally Microsoft would be
The reason why Apple can compete against ‘great Microsoft’ is they are the second person in the field. They have no choice but to survive in the never-ending challenge. And now they have a major means of flexibility and swiftness. They need to positioning these merits to customers who are in conflict whether to use Windows continuously or not. Appealing their strength effectively is the answer to the winning.

20400520 Jeon Keong Won

LG releases new 4 doors washing machine in US market

2008-04-11T04:02:00.000-07:00

LG전자가 11~13일 미국 시카고 매코믹 플레이스 컨벤션센터에서 열리는 '키친 앤드 배스쇼(Kitchen & Bath Industry Show)'에서 다수의 전략 제품을 선보이며 미국 가전시장 공략에 나섰다.이번에 내놓은 드럼세탁기는 가로 16.9인치(43㎝가량)로 업계 최대 크기의 스퀘어 도어를 적용했고, 용량도 4.5큐빅피트(최소 16㎏ 이상)로 업계 최대라는 게 LG전자 측 설명이다. LG전자는 '알러지 케어' 드럼세탁기 등 차별화된 디자인과 기능을 갖춘 신제품을 앞세워 미국 세탁기 시장에서 40%가량을 차지하는 드럼세탁기 시장 1위를 수성하겠다고 밝혔다. LG전자는 이와 함께 3도어 냉장고의 편의성을 크게 개선한 4도어 냉장고를 처음 공개했다. LG전자 관계자는 "하부 냉동실을 두 개의 서랍으로 분리해 기존 제품보다 음식물 보관 정리가 편리하고 음식물을 찾기 위해 신체에 미치는 힘을 최소화했다"고 말했다.또 내부에 LED 조명뿐 아니라 냉장실에서 얼음과 물을 동시에 이용할 수 있는 도어형 디스펜서를 적용하는 등 고급 성능을 갖췄다.

[박정철 기자][ⓒ 매일경제 & mk.co.kr, 무단전재 및 재배포 금지]

http://news.naver.com/main/read.nhn?mode=LSOD&mid=sec&sid1=101&oid=009&aid=0001961288

LG electronics show customers a lot of good merchandise in Kitchen & Bathe Industry Show which is held in Chicago convention center. The drum washing machine that is shown by LG electronics has 4 doors. It is different to preexistent washing machines. This technique helps customers to do using washing machine. And LG electronics includes allergy care system and LED light in it. LG targets US washing machine market by using their strong point. They use new technology and unique system to attract American customers. I think they found niche in US market. It will good for both LG and customer because of convenience. I learned that to marketing, identifying and evaluating opportunities is important (Segmentation, targeting, positioning). In this point of view, marketing strategy of LG is effective.

20600197 Kim, tae hee

Brands: The Power of Emotion

2008-04-10T22:38:00.000-07:00

Dennis Rodman and Grant Hill’s story made me think about my childhood and looked back on the past. Writer is talking about the emotional marketing, by giving an example which is related to his experience at the shoes store. In this case, purchase decision was made because of the names on shoes, Dennis Rodman and Grant Hill. In my perspective, whether the quality of the product is good or not, I tend to choose the product which has some word on it what I like. Furthermore, if the product has a compelling story, that makes me choose that products.
In fact, making purchases based on emotion is quite normal. Emotions always play a role in the decisions buyers make. At this article, I could read the McDonalds story what professor said before in class. Although their competitors tried to make more big burgers, they tried to make the impressive image as a marketing on and on. So they could set the image of McDonalds as a playful place, rather than a place to sell the foods. And they made the logo as a smile shape to give a happy image for customers.
I think marketing’s basic factor is high quality product, but the most important thing in marketing is a marketing strategies to sell more than before. As the writer stated in this article, we're emotional beings, and we respond to emotional appeals. And they have to win people's hearts instead of their minds. If the marketing strategy makes customers’ hearts move and emotionally toughed, revenues and good image of the company will be maximize.

Original article:
http://www.businessweek.com/smallbiz/content/nov2007/sb2007118_797874.htm?chan=search

20501008 Jeong-Hwan Kim

Technology: A big part of marketing.

2008-04-10T19:50:00.000-07:00

In USA, many gas stations are adding new technology to their sevice. They are installing devices where the customers may pay their bills by just swiping their driver's license. All they have to do is

enter their bank account number and their driver's license number.

Then it automatically links your driver's license magnetic card to your bank account, so that everytime you swipe your card the charges may be credited to your bank account. This is a really good idea, both for the consumers and the suppliers. Also, by using this transaction system, the customer may get a discount and the supplier can also save on their interchange fees. Technology in this case made management and marketing more effective for the customers. By promoting the conveniece and the discount fees to the customers they may feel like the trip to the gas station is not a hastle, but an easy chore. They won't need to go into the store and pay their bill, but they can do it right there in front of their car. This kind of technology can be used in many fiends of business and marketing. By making products or services more practical for customers to use, it promotes a more friendly concept of the product or service. Professor Abraham said in class that Apple when they were in their primary stages of development came up with the smily face idea on the monitor screen when the computer was turned on. After this transition he said that many people using the computer for the first time were not intimidated by the product, but actually felt like they were welcomed. It is interesting to see how so many things affect our feelings, moods, and values on certain products or services. Technology, in this case, raises the value of the service that attracts more customers to find gas stations that have such services. I thought that this was an excellent marketing strategy especially in a time where gas prices are inflating up the roof.

Jung Won Kim 20700158

Source: http://www.businessweek.com/smallbiz/content/may2007/sb20070515_503926.htm?chan=search

Quality of clicks

2008-04-05T01:22:00.000-07:00

▶Original Article

Google's Gamble
As investors fear falling ad revenue, the search giant pushes ahead with its bid to boost quality clicks
by Catherine Holahan, Businessweek

Can fewer clicks on its search ads lead to more revenue for Google? That is the question investors, analysts, and the company itself are trying to answer.

The debate was launched after a Mar. 26 report from researcher comScore (SCOR) showed a decline in the number of clicks from the prior month on Google's search-related ads. According to the research firm, clicks on ads declined 3% in February from the prior month and were up just 3% compared to last year. Some analysts cautioned investors against buying additional Google (GOOG) shares; Google's stock declined 3% on Mar. 27, to $444.

But Google supporters warn that the number of clicks doesn't necessarily correlate with the revenue generated from those clicks. The company has been working to improve what it calls the "quality" of clicks, minimizing the number of clicks that don't lead to revenue for advertisers. The result, at least in theory, is that advertisers may be willing to pay more for each click because the chances that a click will result in a sale will be higher. Clicks may go down. But Google's revenue would go up.

Errant Clicks
Ross Twiddy is a believer. He depends on Google search ads to drive clients to his Web site and, ultimately, into the houses that he rents out for vacations along North Carolina's Outer Banks. As far as he's concerned, clicks can go down as long as Google ads keep bringing in the customers. "What we care about is not just traffic but that it translates into vacation rentals," says Twiddy, who is so pleased he appeared for free in a promotional video for Google's AdWords site.

The challenge Google faces, as it heads for its Apr. 17 earnings report, is convincing Wall Street that Twiddy is representative of its advertising clientele. So far, analysts are wary. Clayton Moran, an analyst with Stanford Group, shaved $115 off his target price for Google stock on Mar. 27, cutting it to $500. He thinks the slowing economy is leading to an industrywide slowdown in consumers clicking on ads, at Google as well as competitors Yahoo! (YHOO), Microsoft (MSFT), and Ask (IACI). "Checks and data indicate softness," wrote Moran in a research note.

The skepticism is understandable. Google, like other online advertisers, has built its business (BusinessWeek.com, 2/27/08) convincing customers, analysts, and investors alike that a click is a corollary for a customer in a store. The more clicks, the more potential customers, and, ultimately, the more sales.

Still, a click has never been (BusinessWeek, 2/28/08) quite like a customer walking the aisles, wallet in hand. Sometimes a click is simply the reaction of a confused searcher. Other times, it's driven by the curiosity of a bored Web surfer. There are even cases of a malicious competitor clicking on ads to drive up a rival's marketing expenses.

Pricier Keywords
As Google and its competitors have come to understand this, they've been working to reduce the number of clicks that don't translate to genuine potential shoppers. Google stepped up its efforts last year, reducing the area around an ad on which a person could click and be directed to a store's Web site. The purpose was to minimize accidental clicks on ads by people not actually interested in the advertiser's Web site. It also rolled out a "conversion optimizer" in January for its AdWords search advertising customers to enable them to effectively buy ads based on the number of sales or customers those ads generate.

"That really improves the advertiser return on investment," said Google co-founder Larry Page during a Jan. 31 earnings call.

The idea is that, as marketers and small business owners such as Twiddy see more clicks translating into paying customers, they will value clicks more and ultimately increase the amount they bid per click to offset the reduced volume of clicks. Indeed, Google has reported that the price per click on most keywords has steadily increased as it has improved the quality of those clicks. (Google won't say what those prices are because the system is an auction model.) Google executives hope advertisers will be happy enough with the increased sales per click that they will spend more money with Google overall.

Twiddy's experience supports Google's theory. After seeing more customers, he ultimately increased his advertising spending on Google. He now buys more than 1,000 keywords, instead of the 50 to 100 keywords he started off buying four years ago. Twiddy says he now spends tens of thousands of dollars with Google each year. (He declined to give the exact figure because of competitive concerns.) "When I see some of the changes Google has done, I get very excited," says Twiddy. "They are very strict about keeping the advertising relevant."

Pressure on Google
Twiddy may not be the average AdWords user, however. A sale to Twiddy is worth tens of thousands of dollars, maybe more if he can get a repeat vacation home renter. He's not that sensitive to the cost per potential customer. That's not necessarily the case for someone selling lower-margin items such as $10 vinyl records or a $20 book.

It's also not clear how much of comScore's reported click declines derive from quality improvements at Google and other search engine providers, and how much are due simply to people shopping less online. In its Jan. 31 earnings call, Google executives said they have not seen economic-related softening to date. However, comScore's report of industrywide declines has convinced many analysts that the numbers can't simply be explained by efforts to cut down on bad clicks. "The data supports our cautious near-term view on Google shares," wrote UBS (UBS) analyst Ben Schachter in a Mar. 26 note to investors. "Regardless of comScore, we believe that without meaningful monetization improvements, Google will have trouble meeting [first-quarter] consensus numbers."

There are other signs that online advertisers simply want to cut back on their spending as the economy slows. On Mar. 18, research firm eMarketer reduced its estimates (BusinessWeek.com, 3/18/08) for the U.S. online advertising market this year by $1.7 billion, to $25.8 billion.

To allay the concerns swirling around Google, the company will have to post strong financial results for the upcoming quarter. Doing so will be the only thing to convince Wall Street that, when it comes to online ads, it's about much more than the number of clicks.

▶Opinion
As the phase goes into the ‘competitive turbulence’ step in S-curve, quality control becomes very important. Because after the ‘rapid growth’ phase, many new competitors come into the industry, there’s no choice but to focus on the quality of the product/service.
According to this article, Google seems to be happy with their advertising service by quality. They made concept of ‘quality of clicks’ by minimizing the number of useless clicks that don’t lead to the purchase of a good. Google reduced the area around ads to minimize accidental clicks on ads by people not actually interested in the advertiser's Web site.
The concept of ‘quality of clicks’ is now drawing more customers to pay more money willingly on their ads. In this online advertising industry, importance of quality control is applied same. The consequence is expected.

20400520 Jeon Keong Won

Nike's marketing strategy

2008-04-04T20:24:00.000-07:00

It seems like the popularity of nike is not declining any time sooner. And the reason for that is because of the extensive marketing strategy that they use. Nike has been around for awhile now, and nike has used many superstars such as Lebron James, Kobe Bryant, and Michael Jordan. What nike has done, is use these idols of the common people. What nike is saying implicitly is that if you wear the same clothes or shoes as these idols, you could actually improve your game on the court or even become more like these idols. In a world, where many of our teens and youngsters are having problem with their identity, this is a good marketing strategy. The strategy is linking a role model to the product, and making the consumers feel like they can related better to these role models if they buy the product. Nike's star product is its "air force ones." This classic model has been around for more than 20 years. Once used as basketball shoes this product is now used as a fashion statement for all ages around the world. With products like these nike has based its foundation in fashion and at the same time in practical usages such as basketball wear. Once these products started going, they then branched out to tennis shoes, running shoes, and even semi-formal shoes. In my opinion nike is successful because of the way they advertise their products by linking super idols and once their name became popular they didn't lose thier chance. They went right away into branching their products for different practical uses.

Jung Won Kim
20700158

Targeting - 20700748 Han Easy

2008-04-04T19:20:00.000-07:00

20700748 Han Lee-jee

Marketers might get more and more information than the ohter marketers for good business. For this condition, they always contact their target market and response quickly.

The first, business men must search to the bottom of markets. If they decide 'what we makes product', they will conclude' how we promote the product'. Search potential customer ages, interesting, access method(internet, mobile phone, campus activities etc.), trends and so on. This is a tageting process. For example, the campus zone charge system in mobile phone is good product especially the university student who live in dormitory. They used this system and more students want to using.

The second, they have to listen carefully the customer's opinion. The customer's needs are life of marketing. Market is moved by customer's reaction. All of company, organization might have the customer's board in their internet homepage but this board often ignored easily. If this problems were repeated, customers feel distrust and will not take this company's products, services. Business men treat carefully customer's complaint and make a lot of future potential customers.

** Reference

Asiana targets more European routes
PARIS - Asiana Airlines Inc. president Kang Joo-an said the company would beef up its European operations by tapping new routes to the continent through Paris.
"With the launch of our Seoul-Paris route, we are now offering flights to Europe's three major gateways," he said in a press conference Tuesday. Asiana also services routes to London and Frankfurt.
"We are also considering offering services to other new destinations such as Hungary, Poland and Croatia."
Asiana Airlines on Monday launched its first flight to Paris, running three weekly flights to the second-busiest passenger airport in Europe.
The air carrier has been suffering setbacks in developing more European routes due to a long-running dispute over the Paris route.
Asiana Airlines had been banned from flying to Paris because of objections by the French authority.
But the Korean and French governments agreed last year to allow multiple airlines to service the Seoul-Paris route.
Kang said the route will help improve the company's competitiveness in Europe.
The Seoul-Paris line will generate additional revenues of around 25 billion won ($25 million) annually, he said.
"The new revenue is not important in itself. We can connect to other European airports through Paris and beef up our competitive edge there," Kang said.
The CEO stressed that the carrier is looking to further attract high-end travelers through expanding its long-haul services.
Asiana Airlines has been largely focused on short-haul routes such as China and Japan.
But it is looking to tap long distance routes like Seoul to Rome in an effort to diversify its revenue sources.
"We have a two-tier strategy. The first goal is becoming a premium airline company," Kang said.
"The other one is becoming a regional low-cost carrier."
Asiana Airlines said earlier this year it would invest in Busan International Air to advance into the fast-growing budget airline market.
The nation's second-largest airline plans to inject 23 billion won ($23 million) into the Busan-based low-cost carrier, targeting short-haul routes to Japan and China.
"We may be able to start the operation (of Air Busan) late this year," Kang said.
He was also optimistic on the company's acquisition of Korea Express Co., forecasting additional sales of 450 billion won in the coming five years.
"We expect big synergies from the takeover," he said.
Having teamed up with Daewoo Engineering & Construction Co., an affiliate of Kumho Asiana Group, Asiana Airlines took over Korea Express for 4.1 trillion won last month.
By Ko Kyoung-tae Korea Herald correspondent
(kkt@heraldm.com)

Google's would reduce their employees

2008-04-04T07:10:00.000-07:00

미국 경기침체의 여파로 주요 정보기술(IT)업체들이 대규모 인력 구조조정에 나서고 있다.인터넷 검색업체인 구글이 사상 최대 규모의 인원을 감축하기로 했으며 델과 모토로라 등도 감원에 나섰다.씨티 등 월가에서 시작된 해고의 칼바람이 번지는 모습이다.구글은 지난달 인수한 인터넷 광고업체 더블클릭의 미국 본사 직원 1200명 중 25%인 300여명을 정리해고할 계획이라고 3일 밝혔다.구글의 브랜든 매코믹 대변인은 "더블클릭 직원들을 구글의 조직에 맞추는 작업의 일환"이라며 "대부분의 기업 인수ㆍ합병(M&A)에서 인원 감축은 필요하다"고 밝혔다.
더블클릭의 온라인 마케팅 사업부인 퍼포믹스를 두 개로 분리,이 가운데 인터넷 검색광고 부문은 다른 회사에 매각하기로 했다.구글의 대규모 감원 조치는 1998년 회사 설립 후 처음이다.계열사 인원 4분의 1을 줄이는 것으로,분석가들이 전망했던 감원 규모 15%를 웃돈다. 구글은 더블클릭의 미국 본사 감원을 마치는 대로 해외 인원도 정리할 예정인 것으로 알려졌다.최근 구글은 성장세 부진과 핵심 임직원의 유출로 어려움을 겪어왔다.구글 주가는 올 들어서만 33% 하락했다.세계 2위 PC업체인 델은 2011년까지 8800명 이상을 줄이는 대규모 구조조정을 시행하고 있다.마이클 델 최고경영자(CEO)는 이를 위해 텍사스 오스틴 공장을 폐쇄해 900여명을 우선 감축,연간 30억달러의 비용을 절감할 예정이다.델도 최근 수익성 악화로 고전해왔다.모토로라는 2600명을 추가로 정리할 계획이다.해고 비용으로 1억400만달러가 필요하지만 향후 5억달러를 절감할 수 있을 것으로 기대하고 있다.이로써 지난해 이후 모토로라의 감원 규모는 1만명에 달할 전망이다.모토로라는 휴대폰 사업을 분사키로 했으며 싱가포르 공장과 플로리다 와이맥스 연구소도 폐쇄하기로 했다.김유미 기자 warmfront@hankyung.com

Now a days, America business is having troubles. Because of it, American IT firms are doing mass dismissal. For example, Google supposed to firing 300people and Dell, Motorola do many people too. Stock value of Google has declined 33percent and Dell having trouble with profitability. By reducing employees, they think that they save a lot of money. In this article, we can see there are many troubles. But I don’t think reducing employees is best alternative to survive. Last week in marketing lecture, I learned processes of developing a marketing plan (Define the problem- situation analysis- identifying and evaluating opportunities- implement marketing mix and resources- evaluate performance). Firing people would make economic and social problems. So I think these firms reconsider this problem.

20600197 Kim tae hee

A CEO Manning the Phones Each Day?

2008-04-03T23:21:00.000-07:00

Entry 4

Original article

http://www.businessweek.com/smallbiz/content/feb2008/sb20080211_170830.htm

Average CEOs and customers think that customer service is a selling. However, Wesabe's CEO Jason Knight thought that to help the customer's decision process is a good customer service, and he carries into effect. He thought that it can make many regular customers.

Is there any CEO who talking with hundreds of customer by phone? He stated it as a calling member service. I want to represent it as a passion. Through this service, customers can believe what the company said through the telephone conversation. And it makes the company more credible also. Although he cannot answer about a technical question, he tries to answer that question as hand the phone to the professional engineers. I think it is a respect toward customers.

Many customer service jobs also involve some selling, but we have to remember, the focus of a customer service job is handling existing accounts, not selling products. A really good salesperson has to treat the customer like a family. Top managers shouldn't feel shame when they need to talk with customers who like their products and services. The effort, to be close with customers more, is the most important things that we have to remember. Let's building relationships with customers!

20501008 김정환

Marketing through personalization

2008-03-28T18:42:00.000-07:00

Many companies these days spend millions of dollars on advertising and marketing. When you are driving on a freeway, or just driving in town, you see tons of posters of nike, adidas, and other goods that the distributers want you to buy. All of this is advertising and marketing. The question is then is that the only way where you can advertise, through posters? Definitely NO! many companies advertise through word of mouth, through promotions, discounts and many other methods. As I was reading this article, I thought the way this company approached their marketing strategy was very interting and creative. Apparently, there are more than 26 million golfers in this world. That is a lot of people. All of these people are probably at least in the middle class range of their social status. All of these people most of the time use the same old, plain, white ball during their rounds of golf. But what this company thought of was genius. They came out with personalized balls. You could design it, order it, and use it during your game. It doesn't mention in the article what the sales margin were, but to me it seemed like it would be something that would work great. I think one of the reasons why facebook has become so popular is, you customize or personalize your own site by adding features and other fun tags to your site. Our generation is all about uniqueness and standing out. I think that personalizing products will attract consumers because it will make them feel special. Nike, in instance is seen everywhere, and it seems like it has lost its value because of them being everywhere. But what if there were only one pair of sneakers that only one person owned? Now, that would be pretty special. I think this is an excellent way to market your company or industry.

Better Advertising

2008-03-28T07:56:00.000-07:00

Resolution: Better Advertising
Twelve smart suggestions for improving your marketing efforts in 2007

Original article
http://www.businessweek.com/smallbiz/content/jan2007/sb20070111_925923.htm?chan=search

From this article, I could learn several important points in marketing and advertising.
The author gives me twelve suggestions for improving marketing effort.
These are twelve points
1. I will avoid exclamation points.
2. I won't say "make my logo bigger."
3. I won't spam.
4. I will give my advertising a chance to work.
5. I won't be all things to all people.
6. I won't project my media habits on my customers.
7. I will be more open to taking risks.
8. I will not discount.
9. I will not promote my competition.
10. I will have the courage to overrule the research.
11. I will not let lawyers write my copy.
12. I will not pollute.

I think I can make a better advertising by keeping these rules. Many advertising manager suffer from an obsession about advertisements. They always try to make their products famous all the time. However, it’s the era which has a flood of an advertisement. To advertise more and more at this kind of situation makes the customer exhausted. In the point of an advertising manager, it would be a promotion of the product or the company. But at the point of a customer, it makes the customer turn their back to somewhere. After all, those advertisements would be a spam mail like a duck to water. I think marketers have to have a respect attitude. Successful marketers have to respect their customers who are watching their advertisement. But many of the marketers give customers short change, and give an exaggerated advertisement. Then, all that advertising they do will have no effect whatsoever. However, it doesn't means that the advertising managers need to be passive. To be a successful manager need to be an adventurously manager. If there is no risk, it is same as any other advertisers. So, to be unique and successful and attractive manager, some risk must be run. At this article, Bill Bernbach, the father of the '60s-era creative revolution in advertising, said, "All of us who professionally use the mass media are the shapers of society. We can vulgarize society or we can help lift it to a higher level." We have to lead the mass media, and then we can lead the society. So, we have to try to make a society more valuable and elegant rather than make a society destroyed.

20501008 Jeong-Hwan Kim

Korea in Globalization

2008-03-28T05:43:00.000-07:00

20700748 Han Lee-jee

1. Fact
1) Globalization: the process of globalizing, transformation of some things or phenomena into global ones. It can be described as a process by which the people of the world are unified into a single society and functiong together. This process is a combination of economic, technological, sociocultural and political forces. -Wikipedia-
2) Korean wave(Hallyu): the recent surge of popularity of South Korean popular culture in other countries, especially in Asian countries. It is also referred to as "Hallyu", from the Korean pronunciation of the term. -Wikipedia-

2. Effect
The Korean actors and singers went to the abroad -Japan, Vietnam etc.- and got to the popularity long times. When Korean music, drama programs made good effect to foreigner the Korean marketers made a lot of money. And they invented various marketing method.

3. Opinion

The first, Korean marketers try to make culture resembled by natural Korean culture. Because Korean culture is best global culture. So, marketers try to developed Korean culture like Hanbok, Hanji, Kimchi etc. The tradition culture will be spread all of the world.
And when they try to go to the other world they consider that original situation and apply their culture. In the 3rd world, marketers must care their now situation and develop slowly without pollution environment.

4. Reference

[THE HIGH TIDE OF THE KOREAN WAVE(27)] Pop producer: Korean Wave is in trouble

In the last few years, Korean films, TV dramas and pop music have become immensely popular abroad, a phenomenon known as the Korean Wave. This is the 27th in a series of essays by a select group of scholars and journalists looking at the spread of Korean pop culture in Southeast Asian countries and beyond. - Ed.
Media and policy makers are giddy over what Korean entertainers have achieved in Asia in the past 10 years.
Superficially, at least, there is plenty of optimism floating around here about the future of the Korean Wave, or "Hallyu" - more and more Korean singers and actors are targeting overseas markets from the very beginning, while top Hallyu stars continue to rule Asia.
From a different angle, however, Korean stars' increased sense of presence in Asia also reflects their ongoing struggles to survive the current crisis of the local entertainment market. This is why Lee Soo-man, founder and producer of the now 12-year-old SM Entertainment, has a somewhat gloomy outlook regarding the future of the Korean Wave.
"The local pop music market almost doesn't exist now, with only a few albums selling over 100,000 copies a year, and the pervasive practice of illegal downloading of films and songs is making the matter worse," Lee said in an interview with The Korea Herald. "What is big in Japan is also big in Asia, and what is big in Korea has a good chance of becoming a winner in the Japanese market, but the collapse of the local pop music market deprived us of our testing grounds."
Having been a popular singer and show host himself throughout the '80 and '90, Lee successfully renewed his career when he founded the local entertainment giant with seminal boy band H.O.T.'s sensational debut back in 1996.
In fact, Lee's production house has been the most successful pop-idol factory in all of Asia during the past few years. Many of the pop stars leading the Korean Wave such as BoA, TVXQ (also known as Tong Vfang Xien Qi or Dong Bang Shin Ki), Super Junior and most recently, Girl's Generation (Sonyeo Sidae) were all discovered and nurtured by SM. Their music has been transformed into a competitive cultural commodity.
Like BoA, 22, who has sold over 10 million copies of her albums in Japan since 2001, each of them strategically planned to satisfy the varying tastes of young pop music fans. In a 2004 briefing to President Roh Moo-hyun, the company said that BoA alone had produced about $100 million worth of both tangible and intangible profits in and outside of Korea.
"SM has experimented with the combination of dance music with swing or soul, which has never been big in the history of Japanese pop music. Through these efforts, we have come up with a unique music style that can be called 'K-pop.' Culture is not something that can be developed in isolation, and the same goes for pop music," Lee said.
Although his entertainment powerhouse is not involved as much in the film industry as it is in the pop industry, Lee expressed serious concern about the effects of illegal downloading on the country's film industry.
"Film producers and investors often take financial risks to make good films because there is a DVD market. But illegal downloading has killed that market." According to Lee, the issue is more serious here than in China, the country once notorious for massive copyright infringement. As systems are getting better in China, the once well-established market here has suddenly gone cold.
To improve the overall competitiveness of Korean television dramas, Lee argued that the cost of a TV commercial, which is currently fixed, regardless of the popularity of a program, should be left to the invisible hand of the market. "Who in God's name is going to invest more to improve the quality of a soap opera if they ends up getting the same amount of money whether it's popular or not?"
Lee believes that Korean soap operas could be nearly as competitive in the entertainment world are as the almost-ubiquitous U.S. television series, if only there were a proper incentive to attract creative talent to produce good dramas at good prices in Asian market.
In his previous interview with The Korea Herald in 2006, Lee said he expected that China would grow to have the biggest entertainment market in Asia in a few years. "The biggest star always comes from the biggest market, and, thus, the Asian market will become the most important source of the world's top entertainers, as it includes China, which will be a 'future Hollywood.'"
He still holds on to this belief. "Changes taking place in the Chinese market are moving far faster than I expected. We still have a know-how in star management that China doesn't have, so we have to work to bring the benefits to Northeast Asia by collaborating with Japanese capital and Chinese human resources."
On Monday, Lee gave a lecture on the future of Asian entertainment to 22 students from the MIT Sloan School of Management at the headquarters of SM Entertainment in Apgujeong-dong, southern Seoul. The talk was part of the students' field trip to Korea, through which potential future global business leaders meet with the country's leading political and business figures.
Also attending the one-hour-long lecture were celebrities under the company's management, including members of Girl's Generation and boy band Super Junior and actress Lee Yeon-hee. After the lecture, the students joked with the stars on the stage, and took photos together.
During the lecture, Lee emphasized that "made by Korea" should be more important than "made in Korea," in what he calls "the third stage of Hallyu."
He explained that the first stage was initiated and led by Korean cultural content and artists born in Korea, such as the defunct H.O.T. and BoA, while the second one came when local agencies turned their eyes to neighboring markets - China and Japan - to make their talent and content big in Korea and elsewhere in Asia.
"In the third stage, Korea, Japan and China will exert control over the global entertainment market through their cooperation," he said. In that case, "made by Korea" should be more important than "made in Korea."

the importance of shop interior for marketing

2008-03-28T02:18:00.000-07:00

20600197 Kim, tae hee

우리는 하루에도 수십 수백 가지의 매장을 지나가며 그 매장에 진열되어 있는 것들을 적극적이거나 소극적으로 접하게 된다. 그 상품을 보며 우리는 한 번쯤은 그 상품의 필요성에 대해 생각한다. 그런 후 그냥 지나치는 경우도 있고, 매장 안으로 들어가 상품을 확인하고 구매하는 경우도 있다. 그러한 구매는 자신의 필요에 의한 경우가 대부분일 것이며, 굳이 필요성에 대한 구매가 아니더라도 소비자의 감각을 자극하여 상품을 구매하는 경우도 있을것이다.
이렇듯 소비자로 하여금 상품을 구매할 수 있도록 도와주는 공간을 구성하는 것이 판매점 인테리어를 구성함에 있어서 갖추어야 할 요소라 할 수 있을 것이다. 이를 위해 매장이 갖추어야 할 조건을 흔히들 ‘아이드마(AIDMA)’로 설명한다. 즉 매장은 소비자의 주의(ATTEND)를 끌어, 흥미(INTERESTING)를 불러일으켜, 상품에 대한 욕망(DESIRE)을 갖게 하여, 소비자의 기억(MEMORY)에 남아, 그 상품을 구매(ACTION) 하게 한다는 것이다. 그렇다면 이러한 매장은 어떻게 구성하여야 하는가?매장 동선 구성과 상품 진열 방법
첫째로 소비자의 매장 진입이 용이해야 한다.
사람은 외부에서 내부로 들어가고자 하는 심리에 따라 안으로 들어간다. 따라서 소비자가 드나들기 쉬운 위치에 출입구를 배치해야 한다. 출입구의 위치는 마주보아 왼쪽이나 중앙에 두는 것이 좋다. 작은 상점에 출입구를 여러 개 만들 필요는 없지만, 폭이 8M 이상의 매장인 경우 출입구는 2개 정도가 적당하다.
매장의 타깃층이 불특정 다수의 고객인 경우 매장에 개방감을 줘 외부에서도 안에 진열되어 있는 상품이 쉽게 보일 수 있도록 하며, 타깃층이 어느 정도 정해져 있다면 매장은 고객의 프라이버시를 어느 정도 확보해 주고, 매장 안에 안정감 있는 분위기를 조성하여 고객이 매장에 오래 머물도록 해주는 것이 좋다. 둘째로 쇼윈도우의 활용이다.
쇼윈도우는 길을 지나던 사람들을 매장 안으로 끌어들이는 데 있어서 요긴하게 쓰이는 요소중 하나이다. 판매점의 CI나 이미지, 상품 소개, SP 표현, 계절, 인사 같은 것들을 표현하는 것이다. 따라서 자유 표현 공간으로서 쇼윈도우의 구성은 독창적 발상이나 표현, 융통성이 있어야 한다.특히 조명의 경우 쇼윈도우 안에 있는 상품에 따라 융통성이 있어야 한다. 어느 정도 조도를(100~300룩스) 유지해 주어야 하지만, 매장의 밝기와 상품을 돋보이게 하기 위해 조절이 가능하다. UP LIGHT, DOWN LIGHT, SIDE LIGHT, SPOT LIGHT 등의 적절한 배치와 조도가 쇼윈도우의 생명이라 할 수 있겠다.셋째는 매장 동선의 구성과 상품의 진열이다.
인간은 왼쪽 발을 축으로 삼아 움직이며, 무의식 속에는 왼쪽에서 오른쪽으로 흐르는 습성이 있다. 또한 벽면을 끼고 도는 것도 심리적으로 안정감을 갖게 한다. 가능하면 상품을 벽에 따라 진열하고 나름대로의 기준과 순서를 정해 놓은 후 전시하여야 할 것이다. 이러한 인간의 습성을 고려하여 매장의 상품을 진열하고 고객의 동선을 구성해야 한다.
그리고, 고객의 손에 닿는 위치에 상품을 전시해야 한다. 남자의 경우 앞쪽으로 약 80cm, 위쪽으로 약 200cm, 아래로 60cm 정도가 손을 뻗어 닿을 수 있는 위치이며, 여자의 경우 남자에 비해 10~20cm 정도가 줄어든다고 보면 된다. 따라서 상품의 전시 높이는 벽면의 경우 105cm 전후로 하며, 중앙의 전시 선반은 75~120cm 범위로 만들어야 한다. 주고객층이 성별과 관계 없는 매장의 경우, 일반적으로 여성을 기준으로 전시를 구성하는 것이 좋다.고객이 매장에 오래 머물게 하라
넷째로 상품에 가격에 따른 진열 방식이다.
진열 방식은 크게 단품 진열과 양품 진열의 두 가지로 나뉜다. 단품진열의 경우 가격이 비싼 상품의 진열에 많이 사용된다. 그 이유는 가격이 비싸면 소비자는 그만큼의 리스크를 생각하게 되고 그 상품의 가치에 대해 생각하게 마련이다. 그 상품만을 유독 돋보이게 하여 관심을 가지게 하고 다른 상품과 비교할 수 없는 품격을 심어줌으로써 소비자로 하여금 구매 의욕을 일으키는 진열 방식이다. 단품 진열의 경우 매장 안에 별도의 쇼케이스를 만들어 주거나 하나의 코너를 설치하는 것이 바람직하다.양품진열은 상품을 여러 가지 혼합해 진열하는 방식으로 실용적인 가격의 상품에 많이 이용된다. 고객이 보다 쉽게 접근할 수 있어야 하며, 다른 유사 상품과의 비교를 그 즉시 해결해줘 고객이 상품을 고르는 데 있어서 이해를 도와주는 진열방식이다. 평탄한 곳, 이동판매대, 곤도라 등에 진열하며 고객의 손이 쉽게 닿을 수 있는 위치에 진열하는 것이 좋다.끝으로 동선의 연출이다.
고객이 매장에 머무는 시간을 오래 할수록 고객의 상품에 대한 구매욕이 상승한다. 고객의 동선을 단순하고 편리하게 하는 것도 좋지만, 동선의 중간 중간에 이벤트(사선, 곡선, 서브통로)를 주어 매장 안에서의 리듬감을 심어준다면 고객에게 또 하나의 재미를 선사할 수 있을 것이다. 특히 서브 통로의 경우는 고객이 구매를 결정하는 장소이기에 이러한 경우 매장안의 통로 폭을 넓게 구성해야 한다.이렇듯 우리가 흔히 지나치는 판매점은 그 자체가 하나의 상품이며 상품의 포장지다. 그러한 판매점들은 나름대로의 컨셉을 가지고 고객에게 자신의 상품을 어필하고 있는 것이다. 위에서 말한 내용을 기본으로 하여 상품과 고객에게 어울릴 만한 매장을 구성하는 것이야 말로 판매점 인테리어의 중요 포인트라 하겠다.양홍석 디자인 큐앤에이 실장月刊<창업&프랜차이즈> www.bizhouse.co.kr

http://www.blogger.com/post-create.g?blogID=5024993082200232576

Today, we usually go to shops and look at the goods displayed in the shop. Sometimes we buy goods that we do not need. Shop interior attracts customers. So I think it is very important to make a good indoor place. This article is informing us how important interior of shop. This article introduces 5 skills for attracting customers by using shop interior. Making customers come into shop easily, using display strategy, putting goods efficiently, displaying goods by its price, and making effective route. I think this strategy raises value of goods and seeks perceived value. This article is so unique and interesting.

Fashion & Marketing

2008-03-28T00:14:00.000-07:00

“Marketing is to making the most use of my merit to make customers to purchase”
-Sin Young-Ik (Marketing executive director)

The meaning of marketing for LG Fashion is fashion it self. The most important point of marketing is “to making the most use of my merit.” It deals with expression, because the most of the visual factors are related with the expression, and the fashion is most effective way to express. In this point of view, the fashion of LG Fashion helps customers to marketing themselves in visual way.
Another important issue is “how to make customers to purchase.” This goal is accomplished when I understand customers well. Purchase of a good is realized when the good is meaningful to the customer. So when I understand what the customer needs and wants, and I could satisfy his/her desire, marketing successes. In this point of view, fashion is marketing too. I can suggest wonderful fashion style, when I know what the customer’s body size is, and what kind of style is fit to the customer.
Consequently, fashion performs significant role of marketing, as an expression tool to make people marketing themselves. LG Fashion is another kind of marketing consultant.

20400520 Jeon Keong Won

reference:

[마케팅 스터디] “나만의 차별화된 장점 제대로 알려라”
신영식 LG패션 상무
조선일보 2007.12.26
김성모 기자 sungmo@chosun.com

“나만의 장점을 고객에게 잘 알려 구매하게 만드는 것이 바로 ‘마케팅’이죠.”
고객에게 귀 기울이고 나를 효과적으로 알리는 브랜드만이 살아남는 시대다. 이제 고객은 단순히 제품을 구매하는 소비자가 아니라 자신의 개성을 표현하고 창조적으로 제품 생산에 참여하는 ‘크리슈머(Cresumer)’로 진화했다. 이런 시대엔 소비자를 파악하고 내 제품을 이해해 소비자와 나를 효과적으로 연결하는 ‘마케팅’에 제품의 성패(成敗)가 달렸다.
신영식 LG패션 상무는 최근 조선일보 주최 마케팅 강연에서 “고객을 철저하게 이해하고 경쟁사와 차별화된 ‘핵심 경쟁력’을 효과적으로 알려야 성공할 수 있다”고 말했다.

◆시장에 대해 정의하라
초콜릿 업체가 목표로 하는 시장은 어디까지일까? 경쟁 초콜릿 제품을 포함한 일반적인 초콜릿 제품 시장일까? 아니면 달콤한 케이크·아이스크림을 포함한 시장일까? 더 나아가 모든 식품 시장이 목표 시장일까?
신 상무는 “‘한국쓰리엠’에서 근무할 때 테이프의 경쟁상대를 단순한 경쟁사 테이프인지 아니면 노끈이나 스테이플러까지 포함할지 고민했었다”고 말했다. 그는 “제품 속성을 어떻게 정의하느냐에 따라 시장이 달라지고 경쟁자가 바뀐다”며 “시장 정의를 잘해야 그에 맞는 전략을 세울 수 있다”고 말했다.

◆시장을 쪼개라
제품 속성을 철저히 연구해 목표 시장을 정했으면, 다음 일은 그 시장을 쪼개는 일이다. 점점 소비자 개개인의 욕구와 개성이 다양해지는 시대다. 이럴 때 어떻게 고객 하나하나의 욕구를 만족시킬 수 있을까? 물론 일대일 맞춤 마케팅이 가장 효과적이다. 하지만 대부분의 기업은 비용과 시간의 한계로 일대일 마케팅을 하기 어렵다.
차선책이 바로 ‘시장 쪼개기’다. 신 상무는 “소비자에게 우리 장점을 잘 전달하기 위해서는 우선 동질성을 가진 그룹으로 세분화해야 한다”고 전했다. 그는 “시장을 쪼갠 후엔 해당 제품이 가장 효과적으로 공략할 수 있는 그룹을 선택하고 집중해야 한다”고 말했다.
신 상무는 LG패션의 예를 소개했다. 그는 “LG패션 신사복 브랜드인 ‘마에스트로’는 소비자를 각각 ‘정장은 정장다워야 한다’ ‘정장도 패션이다’ ‘정장은 유니폼일 뿐이다’라고 느끼는 소비자 군(群)으로 나누고 그중에서 나만의 개성을 중시하는 ‘정장도 패션이다’라고 느끼는 소비자 군을 집중적으로 공략했다”고 말했다.

◆핵심 경쟁력을 키워라
시장 정의를 하고 그 시장을 쪼개 목표 소비자 그룹이 생겼다면 남은 것은 나만의 핵심 경쟁력을 알리는 것. 신 상무는 “‘마에스트로’는 LG패션의 조사 결과 패션에 관심이 있고, 같은 정장이라도 멋있게 입고 싶어하는 소비자에게 강세를 보였다”고 말했다.
이를 바탕으로 ‘마에스트로’는 패션에 관심 있는 집단에 호소할 수 있는 핵심 경쟁력을 더 강화하고 차별화된 장점을 소비자에게 전달했다. 다리가 길어 보이도록 하의를 좁게 만들고 ‘포워드 피치 시스템(Forward Pitch System)’을 적용해 제품의 무게 중심을 앞쪽에 둬 세련된 모습을 유지토록 한 것이다.
이런 기술적인 노력에 덧붙여 신 상무는 “‘마에스트로’는 ‘당신의 매력 있는 모습이 당신을 성공으로 이끌 것이다’라는 콘셉트로 소비자에게 핵심 경쟁력을 쉽게 풀어 전달했고 시장에서 성공할 수 있었다”고 말했다.
디아지오코리아 시절 신 상무는 12년산 양주가 대세이던 국내 양주시장에 ‘윈저17’로 고급 위스키 바람을 몰고 왔다. 그는 17년산 고급 위스키 시장을 선점해 경쟁 제품과의 차별화를 꾀했고 ‘남성적·권위적’이던 양주 이미지를 ‘여성적·세련된’ 이미지로 접근해 ‘윈저’를 국내 양주시장 1위로 끌어올렸다. 핵심 경쟁력을 고객에게 잘 전달한 ‘마케팅’이 시장에서 통한 대표적 예다.

김성모 기자 sungmo@chosun.com

Pixar

2008-03-22T04:27:00.001-07:00

Jung Won Kim 20700158 - Blog Entry #2

Pixar has come out with many award winning flims such as "Toy Story", "Finding Nemo," and many other animation films. Pixar previously worked with Disney with its animation films. Pixar was in charge of creating the animation, and Disney was in charge of marketing and distributing the product. In 2004, after long sequences of disagreement Pixar declared not to work with Disney more. Ultimatly, Pixar was bought by Disney. Disney currently has full ownership over Pixar. It seemed really effective how Pixar and Disney worked together to attract as much as consumers as possible. In our generation it seems that it is most effective when companies work together using their strenghts. In the past it seems like companies had to be competitive with each other in order to attract as many as consumers as they could. I don't think this method is quite effective in a world where everything is moving at such a fast pace. I hope that missionaries would be able to integrate this method also in the mission field. If missionaries work together with local churches and local pastors I think they will be able to do so much more for God's kingdom. So many missionaries are so competitive with their and are so conscious with the numbers that they forget that ultimately their work is for God. For me, missionaries competiting with each other is kind of the same concept as different different departments competing under the same company. In order for the company to be successful, they need to be able to work together with one purpose in mind. This model of Pixar working Disney in order to be most effective can be followed by many companies and even in the Christian community where we can contribute our strengths and help each other in our weaknesses.

References:
http://en.wikipedia.org/wiki/Pixar
www.pixar.com/shorts/index.html

Naver VS Google

2008-03-21T07:40:00.000-07:00

Naver VS Google

There are two huge website, NAVER and GOOGLE. Naver is one of the most popular website in Korea, and Google is one of the most popular website in the world. Naver’s share of the Korean market is almost 70% now. On the other hand, Google’s market share is only 3%. Google users in Korea are academic group like university students and IT specialist like researchers. Although Naver stands high, the global web site, Google is expanding their business in Korea. So the competition is inevitable.
They are competing at two part, search and advertisement. What search engine does the user use and how much the advertisements activated are the factor of success or failure. First, Naver is near with us. When we have a question about something, and everyone don’t know about it, we say that “Let’s find that at Naver”. 지식in deals many a little things in our daily life. So it is just a small part of our life. Furthermore, Naver is pure Korean website, so Koreans are prefer to use Naver rather than Google.
Secondly, at the aspect of an advertisement, Google has Adwords and Adsense strategies. As an advertiser join in the Adwards, it has the possibility of search and network of Google. However, Adsence and Adwords are contrary conception. And if the website enrolled in Adsence, it created higher profit. It is occupied 99 percent of Google’s total sales. This advertisement of view, there are weak probability that Naver can’t beat the Google, this and that.

In My Opinion…

Google is short of service of the contents. Naver and Daum bring up to date contents like News, Blogs, and Café and so on. However Google does not operate like that. So Google’s has the lack of website possession by web users. So always excepting the professional intelligence, users will use Naver as I think.

Then, what does Google have to do?
I think that Google needs a sponsorship with ‘Daum’, which has a second position in Korea. Google stood no chance against winning at the marketplace if they operate a market like US and any other country. Although Daum made a contract with Overture they will turn to Google’s Adwords and Adsense advertisement strategies. If Google gives more power to Daum, so Daum have a battle with Naver, There will be a chance of victory against Naver.

Reference
http://blog.naver.com/khy021?Redirect=Log&logNo=60036403742
http://www.hani.co.kr/arti/economy/economy_general/277302.html

20501008 Jeong-Hwan Kim

Positiong properly

2008-03-21T06:45:00.000-07:00

Lexus is now having a difficult time with their domestic sale. It is already 3 years passing since Toyota has launched Lexus in Japan, Lexus is still no match for foreign brands. Here, “foreign” means “German” such as Mercedes-Benz, BMW, and Audi.
Like Koreans, Japanese seems to have a negative impression or prejudice on their home-made cars. In the article, one interviewee said “If you ask me whether I'd buy Lexus, the answer is no. Foreign brands have more individuality." He said like this because Lexus is too Japanese for his taste.
80 percent of Lexus users were Toyata drivers. Only 5 percent came from Mercedes or BMW. This statistical data shows there are no high opinion of Japanese luxury car maker. To Japanese, Japan made car is suitable for a mid-low class car, not a luxury class. Germans are suitable for expensive, high brand value car.
In this situation, Lexus’ first step to breakthrough this problem is “positioning.” Lexus got into the luxury car market so late, it must perform an aggressive strategy. The strategy Lexus have done before is useless. Because they had no regard for Japanese’s preconception.
First of all, Lexus should investigate the “5 percent” customers who came from Germans. After analyze them accurately, Lexus could have user’s attributions and characteristics. When they figures out the these “core customer’s” most important kernel, they can start positioning their brand image to the consumer properly.

20400520 Jeon Keong Won

reference: http://www.businessweek.com/magazine/content/08_13/b4077072420049.htm?chan=rss_topStories_ssi_5

20600197 Kim, tae hee

2008-03-21T05:44:00.000-07:00

By David Snyder
Yahoo took a step towards developing its search technology for the future by announcing the adoption of some key standards of the “semantic web.”
On Yahoo’s company blog, Amit Kumar, director of product management for the company’s search site, said the organization had begun to support key semantic web standards.
In explanation of his thoughts on the semantic web Kumar wrote:
“While there has been remarkable progress made toward understanding the semantics of web content, the benefits of a data web have not reached the mainstream consumer. Without a killer semantic web app for consumers, site owners have been reluctant to support standards like RDF, or even microformats. We believe that app can be web search.”
The semantic web, unlike the current system on interconnectivity between sites that most search engines use, would help capture the meaning of data on a page and define its relevance to a certain topic. Much of this defining would be done using semantic web identifiers, also called tags.
This announcement is likely to create a much more active use of the availability of tags, now that they will have more use.
The beginning of Yahoo’s use of the semantic web will be seen in microformats such as hCard, hCalendar, hReview, hAtom, and XFN.
The concept is exciting since it shows a growth in search technology, but its flaws are already obvious. A system of search based off of user generated tagging sets the stage for the type of manipulation search engines did away with when they limited the function and power of the Meta tag.
However, if a search technology can figure out how to utilize the semantic web, while weeding out the inevitable spam, it will lead to extremely relevant search indices that are not limited by differences in vocabulary and use of jargon.
The one obvious reason for Yahoo’s interest in this technology is it will firmly pin itself against Google’s PageRank based system. Although Google has patents dealing with latent semantics the concept of the “semantic web” is obviously a threat to the interconnected web approach upon which Google was founded.
The announcement is also interesting considering the Wall Street Journal reported that Yahoo and Microsoft held informal talks last Monday in Silicon Valley. Will the semantic web concept survive an acquisition? It would be an interesting concept seeing as Microsoft would like nothing more than to beat Google to the search punch.
About David Snyder
David Snyder is the online marketing manager for THAT Agency.

We can see that Yahoo developed its search technology from this article. Using semantics of web content, Yahoo make the benefits for user to find data. And By using this content, user can capture the meaning of data and certain topic of web page. From this article, I think firms should develop their goods and services continueously to get satisfaction of customers. I remember I learned R&B is important so as to marketing people in my marketing lecture.

Immorality CEO

2008-03-21T04:08:00.000-07:00

1. Fact
April 2007, the CEO of Hanwha Group, Kim Seoung Hyun was sued by violence. After this case, all the media was investigationg what really happened and this fact gave a lot of negative influence. Everybody was taking about this fact. The facted turned out that CEO Kim attacked the waiter in the club, who was is fight with the son of Ceo. After the judicial decision he was enforced to voluteerly work 200hours for social services.
2. Influence
The CEO is a person who represents the company and for that reason he should be morally mature and think about what kind of influence he will affect through his actions. For these reasons CEO Kim’s actions was carelessness and gave a very negative impression to the public.
3 Consequence
Marketing is about giving impression of their company to the consumers. People easily think that marketing is only about advertising, selling and giving information. But, from this case, I think differently. Giving impression can be from employees and CEO. So, I think that CEO shouldn’t just concentrate on advertising but be careful on their behaviors.

20700748 Han Lee-Jee

Samsung Mobile, Anycall

2008-03-14T06:38:00.000-07:00

20501008 Jeong-Hwan Kim

How your market determines the success or failure of the
product. You can add brand value and determine the success of your product by changing your product name. Some might say that quality of the product is the most important thing, but in my opinion, marketing strategy could be more important. In 1984, when the cell phone market was dominated by Motorola, Samsung Anycall entered the mobile phone industry. Samsung Anycall is the leading mobile company not only in Korea, but in the world as well by offering high quality product at premium price. Then let's look at the marketing strategies of Samsung Mobile, Anycall.

Product:

There are unbelievable legends on Samsung phones. Samsung phones survive through fire and because of this story, Samsung phone has become known for well made product which has good durability. Especially, Samsung phone has excellent connection even in mountainous area, so it is distinguished from other product by offering a good quality of cell phone conversation.
Samsung differentiate their products from others by offering different designs and functions. For example, SPH-3500 which had a wireless internet function won Samsung first prize in America. In addition, the World phone (which can conversation everywhere in the world), the first ever WCDMA phones, high quality camera phones, VOD featured phones and music phone made Samsung phone well-known. This kind of technical innovation allowed Samsung Anycall gain entry in the global market.

Price:

The premium pricing is one of Samsung's competitive strategies. When they first entered the North American Market, Samsung chose to market them selves by offering high quality products at premium price rather then going for low cost strategy to promote their brand image. They were not able to satisfy customers in pricing, but they were able to promote their brand by educating the customers that they offer only the premium.

Place:

Where can we sell the product? There are two of the same products. One is bought at the department store and another product is bought at the discount store. Even if it is exactly the same product sold at exactly the same price, the image of the product of brand it leaves the customer is very different for the customer. Deciding on the channel you choose to reach your customer has a huge impact as well. First of all, Samsung has many stores, Anycall studio in Shanghai, China and Anycall Plaza in several places like Myoung-dong and Kang-nam, so that they could easily attract target-people who are leading trends. Not only purchasing the products but also seeing the brand-new IT products. Furthermore, they offer multimedia places for the customer. It is a little bit different distribution strategy compared to the other company. Through this strategy, they are broadening their distribution network.

Promotion:

4p has an unclear boundary at the point of marketing. As I stated before Samsung's compelling story about surviving through fire is a kind of a promotion of Samsung mobile. This promotion emphasized the durability of Samsung phone and it's the reason why many people want to use a Samsung phone. Compete in the global market, they announced and advertise through Hollywood, TV show and Pro-sports. Matrix phone is the most well-known example. They made a Matrix phone and made it appear in a popular Hollywood movie. And they sell this phone as a limited edition which higher the model's value and allows them to charge more. It was a successful promotion to Samsung. I think this kind of proper global promotion is a motive force of Samsung phone as a Samsung or Anycall. Finally, the responsible and friendly A/S strategy is a very important promotion as well in the electronic product industry.

My opinion:

Product sale can be maximize when the characteristic of the product, channel of distribution, promotion and the price get joined together. If something changes it leads another factors changed. 4p have to be consistent and complementary. As I read this chapter, I learned the importance of 4p's proper mixture.

Reference:

http://www.i4u.com/article375.html
http://www.windowsfordevices.com/news/NS4924948203.html
http://en.wikipedia.org/wiki/Anycall
http://www.zdnet.co.kr/news/digital/0,39030978,39131189,00.htm
http://www.samsung.com/sec/news/newsRead.do?news_group=productnews&news_type=consumer&news_ctgry=mobilephone&news_seq=275

Marketing Yourself

2008-03-14T00:51:00.001-07:00

During our marketing class, one of the things that Professor Abraham Lee said made me realize something. Marketing does not only apply in the business world, but it also applies to our daily lives. We market our selves, by the way we speak, by the way we walk, by the way we handle things. People look at our simple mannerisms and create a perceived value for us as individuals. When we make a mistake, people deduct our values as a human being. This was a very interesting fact for me. The way we carry ourselves in the society actually has a big impact on who we actually become. There are many great ideas out there that never get noticed because of lack of marketing skills. This concept also applies to us as human beings. We could be talented and skilled, but if we do not promote ourselves, our image, our talents will go unnoticed. It was just interesting for me that marketing was intertwined in our lives ever since we set foot on this earth.

20700158 Jung Won Kim (Moe)

SK Communications’ User friendly Services

2008-03-14T00:31:00.000-07:00

“Using NateOn, we can enjoy everything”

These days most of Handong students communicate and chat by online messenger ‘NateOn’. There are a lot of people using this program, it is usual to log on to Nateon and spend time with many ‘resident’ friends. To prepare a team project, it is also very common to join in NateOn, team members communicate and share information on online.
One thing I want to say is that this messenger program is only a small part of marketing strategy of SK Communications. There are many operation divisions in SKC; Cyworld, empas, Nate.com, etoos, egloos. As to find out what is a main business, actually NateOn is only a tool to mobilize people to their main business.
However the importance of NateOn is enormous. NateOn gives privilege to their members, that means, members can easily enjoy other services of SKC. Other people who are not the member of NateOn could not get along with members of NateOn and cannot use other services which SKC offers their own members. (Actually now, everybody is NateOn member)
NateOn offers many functions to their users. Almost all of those functions are functions that are useful to communicate with other people. Most of those techniques are compatible with telecommunication and online portal sites. Of course those are SKC’s business. For example, using NateOn, you can send a message to your friend’s mobile phone by PC, and you can also visit friend’s ‘minihomepi’ or blog by one click.
I think the key point of success of SKC and their operation businesses is connectivity among those businesses. And NateOn organizes at the center of them. From the establishment, SKC keep develops more and more about user friendly programs. And those programs are all connected technically each other. This is what the marketing success of SKC is.

by Jeon Keong Won (20400520)

20600197 Kim, tae hee

2008-03-13T22:32:00.000-07:00

KTF's SHOW a marketing success

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A television commercial aired in February 2007 showed numerous sperm swimming toward an ovum in a lilac-colored womb. The ovum, upon accepting one of them, began rapid cell division.
Then there came the message: "The show begins in March - a show never seen and everyone has been waiting for."
KTF, the nation's No.2 mobile carrier, adopted the previously taboo advertising scheme to stir curiosity about the new brand for its third-generation mobile telephone service, SHOW.
In 2007, the company started an innovative and aggressive advertising campaign in a bid to pitch the features of the SHOW 3G services such as video calling, global roaming and high-speed data service.
KTF, which was a distant runner-up to SK Telecom in the conventional 2G market, intended to transform itself into the top 3G service provider with the launch of SHOW on March 1, 2007.
None of the SHOW advertisements disclosed the name of KTF.
At the time of its inception, the nation's 3G market was at an infant stage. The local telecom market was dominated by conventional 2G services represented by basic voice and text-messaging services.
KTF aims to jump to the first spot by taking the initiative in the nascent, but growing 3G market. For the first time in the world, KTF launched the nationwide service of High Speed Downlink Packet Assess, which gives higher data transmission speed and capacity.
The name "SHOW" intends to deliver its visual communication features such as video calling and data service.
"The 3G service has wide-ranging unique features, but what differentiates 3G service from 2G service most is visual communication functions," Shin Hoon-joo, an official of the carriers brand marketing team.
"The service offers as much fun as watching a show," he said.
The carrier came up with the name, SHOW, after 10 consumer surveys and brainstorming for nine months.
The word "SHOW" has a somewhat negative meaning in Korean, but the company hoped to grab public attention by creating controversy over the new name.
Its first ad featured world-renowned video artist Paik Nam-joon in a bid to deliver its key brand identity - innovation.
In subsequent ads, KTF also promoted the benefits of using 3G services such as video calling and global roaming - targeting families and lovers living apart.
In one commercial, a goose father - a man who lives alone in Korea after sending his wife and children overseas to study - has visual contact with his family members via mobile phone.
The company also has offered cheaper 3G handsets and competitive pricing plans so that people can use premium 3G services at affordable prices.
The prices of 3G gadgets and 3G services were cited as the major hurdle for the take-off of the fledging standard.
The new pricing programs include offering mobile internet service at discount prices. The firm also rolled out a new movie tariff plan which provides one free movie ticket per month and other benefits with its 3G users.
The movie tariff plan, which was launched in May 2007, was a hit, with over 200,000 people signing up for the service by the end of 2007.
KTF's advertising and marketing efforts paid off, with the operator seeing fast growth in the number of its 3G users.
In April, KTF overtook its bigger rival, SK Telecom, in terms of the number of 3G subscribes, with its 3G users exceeding 300,000.
It took the company four months to attract 1 million subscribers to the new service, three months to have 2 million subscribers and one month to pass the 3-million mark. It took another two months to add 1 million subscribers.
The company swept top brand and advertising awards in 2007 for its successful launch of SHOW. KTF has been also inundated with requests for lectures on SHOW from universities and firms here and abroad.
<**2>
By Jin Hyun-joo
(hjjin@heraldm.com)2008.03.14

This article shows us how important unique marketing is. In previous lectures, we have learned perceived value. Marketing raises value of product and informs merit of using product or service. KTF can attract many consumers by using unique marketing stategy in 3G market. By this article we can know how important 4P(product, price, place, promotion)that we have learned is. KTF offer affordable price and promote their services and goods by using television or other media. I think unique idea is very important for marketing through this article.

20700748 Han Lee Jee - 1st 'Leshop'

2008-03-13T22:24:00.000-07:00

*Facts
1. Launching: 2006year S/S season
2. for young women
3. Concept:
- European street casual
- Various and trendy products
4. The sales
- 2006 year: 160 hundred million
- 2007 year: over 400 hundred million
*Source: Fashion channel

*Analysis
1. ‘Leshop’ achieved rate of increase in sales up to 60% in 2007 year. This brand earned 45 hundreds million won, 55 hundreds million won in October, November 2007 at 60 markets.
2. ‘Leshop’ is good at Chinese sourcing. The Leshop’s staffs go to Chinese factories directly. They don’t use promotion business enterprise.
3. ‘Leshop’ aim at law price and high quality. They try to unite planning MD, production MD and design part.

*Opinion
The young casual clothing brand ‘Leshop’ launched into Korean fashion market in 2006. Korean fashion market makes extraordinary changes and many business marketers try to start clothing business. But those trials accompany a lot of risks. In the end marketers go through the dishonor. In this situation, ‘Leshop’ makes big profit. ‘Leshop’ uses sourcing system very well and staffs take a direct action. ‘Leshop’ aim at ‘ZARA’ in Spain. Because ‘ZARA’ is popular brand in the world and coming in Korea soon. If ‘Leshop’ want to be win the ‘ZARA’ they have to get much information, create the creative clothing and be good at marketing.
I will say about the way of progression for ‘Leshop’ marketing.
1. ‘Use Internet well’
In the global world, the internet is essential to marketers. They can show products to customers effectively and easily approach customers to sell products. Through the ‘Customer’s board’ marketers can get the information about customer, trends etc.

2. ‘After service’
When I choose the clothing items, I consider the after service. As this clothing was ruined customers were embarrassed. At that time the company can help customers. Through this process the company makes good image to potential customers.

3. 'Maintenanace Leshop's own brand image'
The changeable fashion market tempt marketers to change their marketing method. But the famous brands keep their own image. The newly brand 'Leshop' will keep their sensitive design. As a result, the customers will recognize Leshop's own image.

첫 모임 일지

2008-03-09T04:25:00.000-07:00

일시: 2008.3.9 20:00
장소: 도서관 그룹스터디실
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