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A Cheju of SHILLA - New Brand Identity Strategy -

A Cheju of SHILLA - New Brand Identity Strategy -. Contents. Situation Analysis Strategy for Brand Communication 3. Practical Tactics. Situation Analysis for Brand Communication. Market Analysis. Different results corresponding from the same causes

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A Cheju of SHILLA - New Brand Identity Strategy -

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  1. A ChejuofSHILLA - New Brand Identity Strategy -

  2. Contents • Situation Analysis • Strategy for Brand Communication • 3. Practical Tactics

  3. Situation Analysis for Brand Communication

  4. Market Analysis • Different results corresponding from the same causes • SARS - Epidemic disease- Threat of terror Source : KNTO Source : KNTO Increasing numbers of domestic tourists Decreasing numbers of foreign tourists NECESSITY TO FIND NEW MARKET

  5. Market Analysis ConventionIndustry Other areas in Korea Cheju Source : KNTO Source : KNTO →Mainly concentrated in Seoul area. → Cheju accounts for 10.47% and ranks second. → Before the opening of ICC Cheju, Shilla took up the largest portion of M/S in Cheju → Constantly Increasing in numbers of convention held. Pie is getting bigger ? → Growing Domestic competition among COEX, BEXCO, EXCO, ICC

  6. Market Analysis Opening ofICC Cheju? Threat to the major Position in convention hosting in Cheju? vs Opportunity to collaborate? • Enlarging the pie by co-hosting / co-relating with ICC. • Cheju : A place to be capable of hosting a big convention in beautiful environment with nature. Seoul Tokyo Shanghai Busan

  7. Customer Analysis Target No.1 : Free Individual Traveler Southeast Asians BOBOs 30-50 - Generally Favorable impression of Korea - upper- middle financial status - Yuppie: Put high emphasis on both professional work and private life FITs’ Impression of Cheju Island When a FIT thinks of Cheju Island, they both typically perceive it as a scenic and unpolluted nature. Source : KNTO Source : 100 questionnaires (50 : Koreans, 50 : foreigners)

  8. Customer Analysis Typical Customer case#1 • Name : Catherine Zwang, (representing REST) • Female • Nationality : Taiwan • Age : 36 • Occupation: Dentist • Brand contact audit : TV soap opera • interested in Korean Show businesses. • prefers leisure rest rather than • has a serious interest in her beauty. • likes to play outdoor sports and activities, such as sightseeing and scuba diving, golfing

  9. Cheju can provide Safety Customer Analysis Target No.2 : Convention organizer Safety ? - Political safety - Free of environmental hazards and diseases - Security support Source : Renaghan, Leo, Kay Nowadays epidemic diseases and terror threaten the people, so safety is the most valued factor.

  10. Shilla can provideQuality Service Customer Analysis Source : MICE 2003 Convention organizers values “Quality of staff and service” the most!

  11. Customer Analysis Typical Customer case#2 • Name: Robert Allen. (representing Work) • Male • Nationality : United States • Age : 42 • Occupation: running his own Public-relation firm • Highly disposable income • Came to Cheju once for business meeting. Brand contact audit : Paper related to his job. • He already knew that Cheju is strategic place in east-Asia. • Considered many determinants about location and facility. • Choose the meeting place based on Knowledge from business and private life.

  12. Competitor Analysis Position of Shilla Work Rest The Field ofWork ICC, job-related facilities The Field ofRest Pension, Tour Inn Position of Shilla = The Shilla Cheju holds both the concept of work and the concept of rest Competitors in Cheju Hyatt Regency, Lotte Cheju, KAL, ..

  13. Competitor Analysis No. 1 recognition in Domestic Market (Source : KCBI) Shilla needs to improve itsbrand awareness !! Compared to Koreans, foreigners are not as much familiar with Shilla. (Source : F.G.I)

  14. Positive Image Negative Image - World’s best - Noble - Conservative - Old Hyatt Regency • Hotel of Worldwide chain • Specialized in Hotel Industry - Less related to the image of cheju - Overestimated - Popular- Friendly (especially to Japanese tourists) - Not suitable for the top-class taste - Convenient - flight-related - Hotel just for stopping by or stopover Competitor Analysis Shilla Cheju Cheju Lotte KAL Source : F.G.I Maintain Positive Images of Shilla Cheju Take Advantage of Negative Images ofOther Hotels +

  15. Analysis : Conclusion Conclusion 1. The recognition level of Shilla Cheju should be improved. 2. A clean image of Cheju will appeal to Convention organizers/ participants, FITs. 3. The Shilla Cheju will hold the concept of work AND rest.

  16. Strategy for Brand Communication

  17. Strategy for brand communication Source: F.G.I Chain Hotels Lack of Locality Shilla Cheju Local background and potential

  18. Strategy for brand communication Take the edges of Cheju to boost the awareness ! The necessity of integrated image of Cheju and Shilla Only Cheju Island in tourists’ mind

  19. Strategy for brand communication Q) How can we position ourselves? A) Building a new brand identity which represents Cheju. A ChejuofSHILLA There can be lots of Chejus people enjoy. But only the Cheju you enjoy with SHILLA is the truly best for you. Taking the image of Cheju’s clean image that attracts FIT & CO. Reminding the customer of the brand “SHILLA”when they perceive Cheju

  20. Strategy for brand communication Re-create the best of you Work and Rest Rest Work • Professional ability to progress the convention • Located only few min’s away from Cheju ICC • State-of-the-art technology available including wireless Internet access • Located in Natural environment • Beautiful scene of pacific ocean and Mt. Halla • PGA and LPGA approved and acclaimed Golf club • Guerlain Spa make you the best of you can be

  21. Practical Tactics for Brand Communication

  22. Practical Tactics Build the Brand, A Cheju of Shilla Build the Brand of Shilla with Advertisement Build the Brand of Shilla with Cultural Event Build the Brand of Shilla With Support Build the Brand of Shilla With Cooperation

  23. Practical Tactics Build the Brand of Shilla with Advertisement Build the Brand of Shilla with Cultural Event • Put out ads. on traveling magazines for countries in the Southeast Asia, on wedding magazines, or on luxury magazines. • Experience Cheju’s traditions by listening to local music, riding horses,and picking fruits.

  24. Practical Tactics Build the Brand of Shilla With Support Build the Brand of Shilla With Cooperation • Provide tourism or convention related schools with financial support. • Sponsor international convention organizations. • Active promotion and support to major travel agencies in targeted countries.

  25. Practical Tactics • Name : Amy Lynn • Age : 22 • Nationality : United states

  26. Practical Tactics - AD Now,you can have every pleasure of Cheju in SHILLA. Are you satisfied with this? A ChejuofSHILLA

  27. Thank you

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