20700596Jang Jeong Hwa, entry 8 : Place Marketing

Place Marketing - The Third marketing

Many companies are realizing a simple principle that if a house were a taste of visitor when they visit other’s house, they would think the host is better than before. Not store but also a company, an enterprise, a product and a bend image can be improved by making a stylish place.

In Seoul Chungdam-dong, Hong-Ik University, and Busan Heaundea where is the most stylish and set a trend, this movement has shown.
“Making a stylish store” is called a third marketing.
For example, 3 years ago, manager in a company in Bu-san realized that they have not their own style. And then they depend on a design company in U.S.A. They change their store’s mode and style, so the store becomes a tourist attraction. Many people visit there in weekends.
It is an event happened recently that many company have a concern about a directing a cool space. In the past, a place in the marketing is a just background for an efficient display of a product. However, starting sell a composite value as well as product, place become an essential marketing element. A company starts selling a Pride, a sense of superiority, even imitation mentality of luxury goods, so the place becomes more important. Cultural desire can be fulfill by such a luxury and stylish place. This is called
‘Third marketing’ A house is a first place and a company is second place and the third is a cultural place except these two place.




Many cafes in front of a universities street is a good example of selling a stylish place. If you paid some money, you could stay in the luxurious place. So this place is popular to many students. In these places, you can experience a cool life style.
Why do people pursuit a style? I think people can get inspiration from innovation and stylish places. In there, people can dream and take some ginger. And most people want be a high class. But the actual is not. Going to stylish cafe, shop, store gives them consolation, and people visit there more and more.
In this generation, many things over product are so important that if they are not satisfied, consumer would not spend their money. Society is change, so market should also change or their marketing strategy is in failing.


20700596 Jang Jeong Hwa Entry 8




http://article.joins.com/article/article.asp?Total_ID=3095736

8 entry 20400347: Green, Green Earth

Green earth, Eco boom

Today is an eco-friendly era. If you search “Eco” on search engines, you can find over 73% of news articles that were written after 2004, about 12,100. The products which made big sales were eco-friendly. “Safe to drink” Sugar bubble detergent was made 21bilion won sold, which was 10times fold to 6years ago. ORGA, organic food shop by Pulmuone, highly increased its profit to 37.3bilion won from 125 won between 2003 and 2007.
People are taking the leading position in doing ‘eco-friendly’. After oil spill in Te-an, over 100milion people went to there to clean oil as volunteers. Does Eco really grab the public’s interest?
One psychologist put the word ‘BoBos” in eco-boom. People wants to look like ‘eco-bobos’, and acts as imitated ‘eco-bobos’. However, only 15% is real eco-bobos. It is needed to read their propensities.
Another article said that, people prefer to buy eco-friendly goods than normal goods.

(the picture is Google’s logo on the ‘earth day’)

Opinion
I think eco-friendly is big trend in the world. Eco-friendly hybrid cars are popular, and organic food is prefer, even if higher price than others. Companies try to built an eco-friendly image. People face away the product which has unfriendly image. I think that only problem is that people focuses only for the image, not the reality. For example, the air conditional which has green nice blue eco friendly image is sold increasingly. In some part, people pretend that they are eco friendly people, and also company as well. It is exaggeration that all people concern about the earth. The fact is people know that it is right to concern.
However, I think that people are interested in their life to become eco friendly. It means that they prefer to healthy foods, organic cosmetics, and less-toxic detergent. People have spare money to spend and live longer life, so it is natural result.

I want to tell about ‘Sugar Bubble’. First of all, I want to show a video clip

3days ago, the CEO of the company'Green Chemical' had a seminal in Handong. It is started from a small venture and now ‘Sugar Bubble’ makes lots of money. The strength was only the product itself. It was only one non-toxic detergent in the world. (it was proved by FDA) It is made of sugar and olive oil, and it could be drunk because there is no surfactant. He said that he only tried to make honest products as a Christian. He shows a recording video which was the toxicity about detergent. I knew that it was not good, but I did not know how bad it was.
Producers know about the harm ness, but they pretend their products are fine. He also said, sugar bubble had a good timing, but it was working because the products were honest.
After the seminar, I thought that this have to be thought as a Christian and marketing manager. How to deal with it? This eco-friendly trend was interesting, and it should be considered when I promote something. But at the same time, we should think about what is right or wrong.




eco-bobos article http://www.moneytoday.co.kr/view/mtview.php?type=1&no=2008031909013074424&outlink=1

http://news.mk.co.kr/outside/view.php?year=2008&no=143061

sugar bubble article http://www.fnnews.com/view?ra=Sent0601m_View&corp=fnnews&arcid=0921179815&cDateYear=2007&cDateMonth=12&cDateDay=16

20700395-entry8

Morningcare and experiential marketing


Summary
Donga pharmaceutical company will have events that ‘Morningcare’ is free to undergraduates and employees going workshops and MT. These events are allowed to everyone who writes messages about workshops, MT at Morningcare homepage. 160 teams are chosen a week for five weeks and 50 bottles of Morningcare are provided each team. Fifty bottles of Morning care are also provided to twenty teams for those who upload funny pictures with Morningcare. Someone related to Morningcare said that They provide convenience to experience Morningcare for undergraduates and employees who have many time to drink from April to May. It is the events to notify upgraded effects.” He was confident at Morningcare developed for three years and rumor which is the direct ratings of consumers will influence recognition of Morningcare better.

Opinion
Large companies advertise through television and newspaper. These medias are known for a nation so that advertisements through these medias have a great effect to notify new products. For now, to advertise through them is in general because of great effect. But one of the largest pharmaceutical companies, Donga, did not choose ordinary way. They make consumers experience a new product, Morningcare and it is different from now. What makes Morningcare use this experiential marketing?
The existing advertisements are very gorgeous as focusing on splendid graphic by Braun tubes. But these advertisements lost their own character to notify functions of products. Donga is much innovative to focus on that aspect. They make consumers experience Morningcare and expect for subjects’ good ratings. This marketing would not succeed without direct experiences of consumers. The direct ratings from people experienced are more believable than firms’ advertisements. This similar example could be found on a movie, ‘The man of king’, which exceed ten million of audiences. That movie didn’t invest so much on marketing, however, having been known by those who are moved. The formula, ‘There are succeeded firms where high investments exist’, could not be applied to marketing.

http://www.kukinews.com/life/article/view.asp?page=1&gCode=all&arcid=0920884022&cp=nv



20700395 Haegeun Yeo