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C O N T E N T S

C O N T E N T S. CHAPTER 1. CHANCE IS COMING !!. CHAPTER 2. FOR THE SATISFACTION OF SIX SENSES. CHAPTER 3. IMC STRATEGY. C H A P T E R 1. OVERVIEW. DECREASE OF FOREIGN TRAVELER. BUT. INCREASE OF SOUTHEAST ASIAN FIT. CHANCE IS COMING !!. WHO IS OUR CUSTOMER?.

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C O N T E N T S

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  1. C O N T E N T S CHAPTER 1 CHANCE IS COMING !! CHAPTER 2 FOR THE SATISFACTION OF SIX SENSES CHAPTER 3 IMC STRATEGY

  2. C H A P T E R 1 OVERVIEW DECREASE OF FOREIGN TRAVELER BUT INCREASE OF SOUTHEAST ASIAN FIT CHANCE IS COMING !! WHO IS OUR CUSTOMER? COMPETITOR ANALYSIS

  3. ENVIRONMENTAL ANALYSIS TRAVELERS IN JEJU ISLAND : 4,913,390 PEOPLE >>> COMPARED WITH THE PREVIOUS YEAR 8.8% INCREASED BUT OUTBREAK OF THE IRAQ WAR DOMESTIC TRAVELER : 11.0% INCREASED FOREIGN TRAVLER :23.7% DECREASED & S A R S & WORLD ECONOMY DEPRESSION CRISIS SALES AND PROFITS AT THE FIRST HALF OF 2003 IN THE SHILLA HOTEL : 10.5%, 32.9% DECREASED 2000 2001 2002 2003 1999

  4. ENVIRONMENTAL ANALYSIS BUT CHANCE IS COMING !! THERE WAS DECREASE IN HONGKONG AND SINGAPORE TRAVELERS WITHIN NARROW LIMITS, BUT A NUMBER OF TAIWANESE TRAVELERS RAPIDLY INCREASED BECAUSE OF THE NON-STOP FLIGHT TO TAIWAN. INCREASE OF SOUTHEAST ASIAN TRAVELER CHANCE

  5. WHO IS OUR CUSTOMER? TRAVELERS TO JEJU AT THE AGE OF 30~40 : 54 % INCREASE OF TRAVELER FOR STAY IN SEOKUIPO INCREASE OF FIT CHANCE AS THE NUMBER OF TRAVELER FOR STAY IN SEOKUIPO INCREASES, THE SHILLA JEJU SHOULD FOCUS ONCREATING AND PROMOTING A NEW SERCIVE FOR SOUTHEAST ASIAN FIT AT THE AGE OF 30~40 !

  6. WHO IS OUR CUSTOMER? LUXURY AND ENVIRONMENT-FRIENDLYIMAGE OF THE SHILLA JEJU SOUTHEAST ASIAN FIT( FREE INDIVIDUAL TRAVELER ) AT THE AGE OF 30~40 CORE TARGET CUSTOMER

  7. COMPETITOR ANALYSIS HOTEL INDUSTRY: COMPETITORS

  8. THE SHILLA JEJU INTERNAL CAPACITY • WIRELESS INTERNET ACCESS SERVICE AND LAP-TOP PC RENTAL SERVICE • GUERLAIN SPA : WILL BE OPENED ON MARCH 2004 • STORY GARDEN : 10 SPECIFIC SECTIONS IN STORY GARDEN • VARIOUS EVENTS : DIGITAL PACKAGE EVENT, HONEYMOON EVENT, WELL-BEING EVENT ETC • ACCUMULATED KNOW-HOW OF CUSTOMIZED SERVICES • ONLINE-BOOKING SERVICE : SIMULTANEOUS RESERVATION OF FLIGHT AND CAR RENTAL ON THE SHILLA JEJU WEBSITE

  9. C H A P T E R 2 OVERVIEW FOR THE SATISFACTION OF SIX SENSES EXPERIENCE ROOM SERVICE FOOD SERVICE MEDITATIONSERVICE TRAVELSERVICE SPA SERVICE SMELL TASTE HEARING TOUCH SIGHT ENGRAVED ON SHEART

  10. FOR THE SATISFACTION OF SIX SENSES 『FOR THE SATISFACTION OF SIX SENSES』SERVICE CORE TARGET CUSTOMER : SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40 THIS SERVICE COMBINES HOTEL SERVICE WITH SOUTHEAST ASIAN BOBOS’ LIFE STYLE. IT BRINGS OUR CUSTOMER INTO THE WORLD OF NEW EXPERIENCES. HEREBY, SIX SENSES MEAN HUMAN’S 5 BASIC SENSORY ORGANS. ANOTHER IS THE HEART WHICH AT LAST GATHERS AND STORES EXPERIENCES FROM BASIC 5 SENSORY ORGANS. BOBOS DIRECTLY EXPERIENCE THIS SERVICE BY BASIC 5 SENSORY ORGANS, ENGRAVE ON THE HEART, AND WILL REVISIT THE SHILLA JEJU. SIGHT TOUCH SMELL HEARING TASTE HEART

  11. FOR THE SATISFACTION OF SIX SENSES SIGHT 『SEE THE NEWNESS !!』 • MAKING NEW SECTION FOR BOBOS FIT ON THE SHILLA JEJU WEB SITE FOR PROVIDING THEM WITH TRAVEL INFORMATION • SERVICE WHICH ENABLES BOBOS TO PLAN FOR THEIR OWN TRAVEL SCHEDULE AND TO SEE THE NEW LOOK OF JEJU SPECIFIC CHARACTERISTICS OF BOBOS’ TRAVEL : NO GROUP TOUR, NO FIXED SCHEDULE, PERSUING NEW EXPERIENCE, ENJOYING ADVENTURE AND WEB SURFING ONLINE TRAVEL INFORMATION SERVICE : PROVIDING CUSTOMIZED TRAVEL INFORMATION LAB-TOP PC RENTAL SERVICE AND FREE ACCESS TO MOBILE INTERNET SERVICE IN THEIR OWN ROOMS

  12. FOR THE SATISFACTION OF SIX SENSES SIGHT ONLINE SERVICE OVERVIEW LEGEND INFORMATION FLOW DATA COLLECTION & ANALYSIS WEB USER’S BEHAVIOR • REGISTER IN WEB SITE : • ENTER THE PERSONAL INFORMATION,INTERESTS ABOUT TRAVEL AND HOBBY • CREATE ID & PASSWORD NEW SECTION ON THE SHILLA JEJU WEB SITE SENDING CUSTOMIZED TOUR INFO BY CUSTOMER’S E-MAIL CUSTOMIZED UP-TO-DATE INFORMATION JEJU ISLAND TOUR INFORMATION SEARCH SERVICE LOG-IN TRANSPORTATION RENTAL RESERVATION SERVICE WEB COMMUNITY SERVICE & CHAT SERVICE

  13. FOR THE SATISFACTION OF SIX SENSES SMELL 『FOR YOUR GOOD SLEEP』 • COMFORTABLE TRAVEL THROUGH A GOOD SLEEP • INCREASING CUSTOMER’S SATISFACTION DURING THE WHOLE TRAVEL • PROVIDING THREE KINDS OF AROMA CANDLE AND A GUIDEBOOK ON AROMA SCENT IN THE ROOM SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : ENJOYING ENERGETIC TRAVEL & HAVING INTERESTS IN WELL-BEING LIFE AROMA CANDLE SERVICE : CRANBERRY, LAVENDER, ROSEMARY SCENT

  14. FOR THE SATISFACTION OF SIX SENSES TOUCH 『FEEL THE RELAXATION OF YOUR BODY』 • PACKAGE SERVICE USING GUERLAIN SPA WHICH WILL OPEN MARCH, 2004 • PACKAGE SERVICE TO ENHANCE THEIR OWN AESTHETIC VALUE • OFFER THE TIME TO RELIEVE THE FATIGUE FROM DAILY LIFE & TRAVEL SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : HAVING AESTHETIC SENSE WITHOUT NEGLECTING TO INVEST IN ONESELF ONLY USING ENVIRONMENT-FRIENDLY COSMETIC BRANDS. SPA PACKAGE GENERAL SPA : FORDISPELLING STRESS AESTHETIC SPA : FOR SKIN CARE FREE 『AVEDA』PRODUCTS: ENVIRONMENT-FRIENDLY COSMETIC BRAND YOGA & JAZZ DANCE CLASS

  15. FOR THE SATISFACTION OF SIX SENSES TASTE 『GOOD START !!』 • SPECIAL BREAKFAST FOR WONDERFUL TRAVEL & HEALTHY LIFE • WHOLEFOODS AND INDIGENOUS FRUITS OF JEJU FOR BREAKFAST • LOW FAT MILK & TEA FOR DRINK SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : ENJOYING WELL-BEING LIFE ENVIRONMENT-FRIENDLY CHARACTERISTIC THE WELLBEING MENU FOR BREAKFAST • MAIN DISH : PUMPKIN PORRIDGE, MUSHROOM YOGURT, AND OATMILL MADE OF CEREALS & SEAWEEDS • DESSERT - HERB TEA - ORANGE FROM JEJU - GREEN TEA - LOW FAT MILK

  16. FOR THE SATISFACTION OF SIX SENSES HEARING 『BEING LOST IN MEDITATION』 • WITH 『SMELL』SERVICE, EXTEND CUSTOMER’S NORMAL LIFE TO TRAVEL • PURIFYING CUSTOMER’S STRESS AND TENSION SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : PERSUITING THE PEACE OF THEIR OWN BODY AWAY FROM THE CITY • MEDITATION: • INSTALLING SPEAKERS AND PLAYING RELAXING MUSICS IN THE BATHROOM TO ENJOY BATH WITH AROMA OIL • SET UP THE AUDIO SYSTEM AT THE SPECIAL PLACE WHERE DO YOGA AND MEDITATE IN FITNESS CENTER

  17. FOR THE SATISFACTION OF SIX SENSES HEART 『ENGRAVED ON HEART』 • MAKING CUSTOMER KEEP FRIENDLY RELATIONSHIP WITH THE SHILLA JEJU • INCREASING BRAND LOYALTY OF THE SHILLA JEJU BOBOS CLUB • CLUB MEMBER SERVICE • ISSUING 『BOBOS CLUB』CARD • SENDING DM MONTHLY • DISCOUNT BENEFIT • EASY HOTEL RESERVATION SERVICE DAE WOOK JUNG 2948-2619-623619

  18. C H A P T E R 3 OVERVIEW CORE TARGET AUDIENCE & BRAND CONCEPT THE GOAL OF IMC STRATERGY SERVICE OVERVIEW IMC STRATEGY

  19. CORE TARGET AUDIENCE & BRAND CONCEPT CORE TARGET AUDIENCE SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40 1. MEMBERS OF GOLD CLUB IN THE SHILLA JEJU FIRST TARGET AUDIENCE 2. MEMBERS OF DOUBLE CHOICE IN THE SHILLA SEOUL MEMBERS OF SHAROSE IN THE SHILLA SEOUL MEMBERS OF BAS IN THE SHILLA SEOUL 3. CONVENTION PARTICIPANTS BRAND CONCEPT • WE RESPECT YOUR LIFE STYLE. • WE WILL SERVE YOU THE WHOLE EXPERIENCES OF TRAVEL.

  20. THE GOAL OF IMC STRATERGY THE GOAL OF IMC STRATERGY SERVICE FOR SOUTHEAST ASIA TRAVELER RENOVATION OF SERVICE FOR FOREIGN TRAVELER INCREASING OF THE SHILLA HOTEL BRAND RECOGNITION ACQUIRE INTERNATIONAL HOTEL MARKET SHARE BY OCCUPANCY

  21. SERVICE OVERVIEW SERVICE OVERVIEW ONLINE RESERVATION • THE SHILLA JEJU WEB SITE • TRAVEL AGENCY WEB SITE FOR THE SATISFACTION OF SIX SENSES TELEPHONE RESERVATION CLUB MEMBER SERVICE FEEDBACK H I G H - CONTINUITY REQUEST AT THE FRONT DESK BRAND LOYALTY INCREASING L O W AFTER SERVICE BEFORE SERVICE MAIN SERVICE

  22. IMC STRATEGY IMC STRATEGY

  23. IMC STRATEGY

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