【韩国免税店】市场战略marketing strategy.ppt

Promotion 1(differentiated price ) *Preoccupy Niche market with golden chance promotion, we can lead their shopping course Expectation *Ring a bell everyday PM4-5 as a sign for golden campaign *5%(VIP+5%,silver+5%) more sale addition Method “excuse me its on sale project” Event 5.IMC strategy (IMC program3) Promotion 2 (differentiated interest) 1.Lead a favorable feeling towards us 2.Cover the weakness of location 3.Induce a customers to buy 4.Make a Shilla as a famous place for Japanese tourist (non-stop service shopping) Expectation *Han bok dressed woman greet in the front door*Offer gold traditional Korea letter paper to consumer who purchase over500$ *We put a gold Korean letter decoration on the stairs. *Active ad for discount shop *Set up a Korea syndrome studio on the roof ex:exhibition of drama famous pieces ex:winter sonata wall, old boy backroom, brotherhood quarters, ex:photo sticker machine which has Korea movie scene background ex:sales of Korean movie DVD ex:set up a multivision playing music video all the time Method “golden stage project” Event 5.IMC strategy (IMC program4) Promotion 3 (differentiated convenient) *Make a shuttle bus with golden tone wrapping. *Runs it for free (wrapping with a image of Shilla dynasty) Method *Overcome a low approach ness *Lead their interest As a moving advertisement. Lead their interest by visual symbol Favorable impression on shilla Expectation Myeong dong , dong daemun. Location “shiny noisy project” Event 5.IMC strategy (IMC program5) Database from Japan (differentiated source) Method Expectation Each district in Japan Location “trend watcher project” Event 5.IMC strategy (IMC program6) *make a Korean student studying in Japan as a trend watcher *catch a demanded code from young mass *use it as a marketing source of Shilla DFS *gets faithful information from direct generation *easy to catch a very changeable consumer’s needs Thank you. Thank you ??????? ??? ????????? ??…