20700395-entry1 : KTF, SHOW!

Summary
KTF was No.2 in the field of mobile phone. But it has not been long KTF grows abruptly because that started an innovative and aggressive advertising campaign, SHOW 3G services, such as video calling, global roaming and high-speed data service. In later ads, KTF also promoted the benefits of using 3G services such as video calling and global roaming targeting families and lovers living apart. They did not stop providing services at that. The company also has offered cheaper 3G handsets and competitive pricing plans so that people can use premium 3G services at affordable 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. After providing those services, people signing up for the services are increasing. I think that a primary factor SHOW could be success is the bold marketing strategies.

Opinion

At the beginning of 2007, I saw a word, ‘SHOW’, in the first time watching an advertisement on television. It was very shocked that lots of sperm was swimming toward an ovum. That movie was used on advertisement of mobile phone even though it is one of the human pregnancy process. And then, the firm, KTF, becomes very huge company. What makes KTF be huge company?

SHOW is the great produce of those who make the great marketing strategies. They also had much passion at making firm name, SHOW that was spent to give a name for 9 months. SHOW has not used ordinary advertisement. They have always used the shocking materials people could have great impressions and remember them long. But they are not enough to explain SHOW’s success because KTF was No.2 firm in mobile phone constantly. If they do not have huge confidence to surpass No.1, SK telecom, it is impossible to be success like this. In marketing, not only a great strategy but also boldness to change the world is needed.

http://news.naver.com/main/read.nhn?mode=LPOD&mid=etc&oid=044&aid=0000071843

20700395 Haegeun Yeo

For a New Brand, Pepsi Starts the Buzz Online

For a New Brand, Pepsi Starts the Buzz Online

A summary of the article and my opinion


A beverage market known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product. The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use habits by companies like PepsiCo, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.

Pepsi-Cola North America is bringing out a line of no-calorie, carbonated beverages named Tava with a campaign that is bypassing mainstay media like television and print. They decide to use their own website, banner ads, promotions and prominent companies like Google and Mtv.
That would not be an unusual introduction if Tava were intended for the younger consumers. But the product, which is fruit-flavored and caffeine-free, is being aimed primarily at men and women ages 35 to 49.

There's a group in that category that's reborn digital. They've lived through the change and learned to adapt to it. "This consumer spends significant time online, although what they do may differ from the younger consumer." Mr, cooper said.

The online aspects of the campaign extend beyond local market.

The web site on which the Tava banner ads are to appear include AOL, chow.com, CitySearch, dailycandy.com, discovery.com, Evite, MNS, oprah.com, People and weath.com....

In my opinion, This marketing strategy is so risk.

Using Internet as marketing tool is very good, because it is far faster than for any other medium and it is the best worldwide medium. But people who should see this ads are men and women ages 35 to 49. They have lived through the change and learned to adapt to it, but many people ages 35 to 49 are still poorer at using Internet site than using other media. Therefore, I think they should take another media for successful hit this beverage. For example, using ads in newspaper, hiring experience person for common talk about this beverage or spreading many discount coupons and so forth.. I think that what I say is better approach to the target people.

20700506 Jang, JeongHwa

The article address is http://cafe.naver.com/marketingrepublic/3479

http://blog.naver.com/vonchio/110028921863

[20700059 - 1st Entry] Building a Better Brand

Think through the giant companies like Google, BMW, Starbucks and so on. You’d probably easily tell whether what company’s doing what for the people. Of course there are many different words to which you’d describe, but there are at least two or three words that go together. Google is known for its simplicity, BMW for the comfort in driving, and Starbucks for the new coffee experience. But what I want to know is why that?

If you happen to walk along the sidewalk, there are a lot of signboards and ads in different sizes, small to humongous ones. I haven’t seen many ads in one place anywhere in Korea but when I grew up in the Philippines, I used to see ten to fifteen ad boards along bridges, clearly presenting the brand name its model and the message. Those messages were for the drivers who in traffic would stop by and see those ads. Ads promoting beer companies for example, usually contain a beautiful girl holding a beer can and enjoying a drink with a tough looking guy. This ad tells the viewers, usually drivers, that drinking a beer of the kind would make you tough enough to meet a beautiful looking girl and enjoy it together. In this way, the ads convey messages and try to link them to the product brand such as examples given above. Back when I was in the Philippines, I was really curious why companies today are exerting their effort to convey the message and symbolize it to be the identity of the product. But as I was listening to the lecture of Prof. Lee and reading this article I’m basing on, I realize that giving value to the brand, which is also giving identity to the product, is one way of marketing strategies to sell them to the customers more. The more value the people think a product is, the more they are willing to pay loads.

I guess the marketing in this sense is using people’s psychological matter. We call this as Learning in psychology term. We are “learned” by what we see simultaneously and get ‘brain-washed’ by the things that reflect through our eyes. This ‘learning’ is so powerful that it can change the person’s viewpoint of the world. It can make people to see, feel, and think in a different way than other people. So if the marketing succeeds to persuade several people to feel the way its company wanted them to, then I guess the company is on the boom.

My essay is based on the article found in http://www.businessweek.com/smallbiz/content/oct2007/sb20071012_740637.htm?chan=search

20700596 entry 1 For a New Brand, Pepsi Starts the Buzz online

http://cafe.naver.com/marketingrepublic.cafe

A summary of the article and my opinion





A beverage market known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product. The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use habits by companies like PepsiCo, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.





Pepsi-Cola North America is bringing out a line of no-calorie, carbonated beverages named Tava With a campaign that is bypassing mainstay media like television and print. They decide to use their own website, banner ads, promotions and prominent companies like Google and Mtv.





That would not be an unusual introduction if Tava were intended for the younger consumers. But the product, which is fruit-flavored and caffeine-free, is being aimed primarily at men and women ages 35 to 49.



There's a group in that category that's reborn digital. They've lived through the change and learned to adapt to it.

"This consumer spends significant time online, although what they do may differ from the younger consumer." Mr, cooper said.





The online aspects of the campaign extend beyond local markets.

The web sites on which the Tava banner ads are to appear include CitySearch, MSN, People and weather.com, Evite....











In my opinion, this marketing strategy is so risk.

1st entry 20400347: Food and Beverage industries, steady women's mind!

In the F&B business, I think the major consumers are women. If you think about the family restraunts, you can easily know what I mean. Most of their customers are women, some of them have their male party, but no guys by themselves. One day, I asked to my boyfriend with Curiosity that why guys do not go to the family restaurant with male friends. Then he said " I don't think that it's more wealth than what I pay for, and it's not that delicious. I'd rather buy other things with that money. I only go there, because you want to." He also said that it was common opinion within guys.
However, I have different think with those guys. I don't think that family restaurant only provide dishes. They give some services and emotion. Women love that atmosphere. And men do not agree with that, however, women can open the men's wallets at the end.
So there is W-marketing(women's marketing). whether you can open their purses or their boyfriends' purses, it doesn't matter.
So, how can you capture the women's mind?
First of all, marketing managers should know women's real state of mind.
Because when women eat pizza, they worry about its calories and their weight.
Because when women go to the expensive family restaurant, they are looking for free coupon, discount or membership adventage.
Women love Free. You can say everyone love free, but in women's case, it is not about money.
I love having taste spoon when I visit Baskin Robbins 31. My boyfriend hate it. He always says that just buy all of you want to try. No!!! It's does not mean like that!

The article that I read was about Mr. pizza which is one of the top pizza restaurant in Korea. It's Korea own brand and it beat Pizzahut and Domino pizza. When it was start, nobody could not expect their success. It made it because they use that W-marketing. They made women's only menu. They made women's day which provide 20% discount for women. They bulit the women culture section in their website and provide free movie tickets. They made light calories pizza. It did not look light but women paid for it.
In early of this month, they promoted another event " the women's week". And they made huge profit outcome again.

I think W-market is important, especially the industries which have targets for women.
I probably work for that industry, so I need to study more about W-marketing.

sources

-http://www.segye.com/Articles/NEWS/ECONOMY/Article.asp?aid=20080228002038&subctg1=&subctg2=

-http://www.seoul.co.kr/news/newsView.php?id=20080311022007

20400347 Shim, Hajung