8ink_김형준
DESCRIPTION
김형준 발표자료 입니다.TRANSCRIPT
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Girls Group!
Kim H
yung Joon
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Flood of
Girls
Gro
up
!
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S.E.S
Finkle
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Won
der G
irls G
irl’
s
Gen
era
tion
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G. 487,000
W. 329,000
vs
Fan
Clu
bs
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Alb
um
Sale
s V
ol.
G. 110,000vs
W. 170,000
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\ 20,000,000
Perf
orm
an
ce
Fee
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\ 18,000,000,000 (W)
\ 3,500,000,000 (G)
(for 5 weeks)vs
Incom
e
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음원매출액 10 억
Gee 발매 80 일 동안의 기록
뮤직뱅크 9 주 연속 1 위
약 2 개월간 1536 회 출연
광고 10 개 촬영
하버드 로스쿨에서 안무 강의
싸이월드 뮤직 어워드 이달의 노래상 수상
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포브스 코리아 선정 한국 최고의 유명인 3 위
서울 가요대상 3 관왕 ( 대상 포함 )
2008 올해의 노래상
2008 한국 대중음악상 그룹부문 수상
아시아 모델상 아시아 스타상 수상
2008 스타일 아이콘 상 수상
2008 골든 디스크 디지털 음원 본상 수상
2008 원더걸스를 말하다 !
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Why ?
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Music?
Dance?Purity?+ a ?
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Victory
of
Marketing
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egmentationargetingositioning
STP
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Segmentation
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Cheerful
Cool
Purity
Sexy
Maturity
Cute
Segmentation
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Targeting
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Targeting(10 대 )
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Targeting (20 대 )
20 대 > 대학 축제 + 위문공연
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Targeting(30 대 )
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" 김은아 SM 엔터테인먼트 팀장은 " 소녀시대는 30~40 대 시장을 핵심 타깃으로 삼고 있다 . 30~40 대가 대중문화의 소비 주체로 커지고 있었지만 , 그들을 만족시켜주는 가수들은 없었다 .
< 한겨레 21. 747 호 . 2009.2.13.>
" 남성 관객 중에는 20~30 대 이상으로 보이는 이도 상당수다 . ... 사이트에서도 20~30 대 남자들이 10 대보다 더 열심히 활동한다 " 고 말했다 .
< 중앙일보 , 2009 년 2 월 16 일자 >
" 소녀시대의 주요팬은 20~40 대의 남성들이다 ."
< 일간스포츠 , 2009 년 1 월 28 일 >
Targeting(30 대 )
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Targeting(30 대 )
" 걸그룹의 팬층으로 30~40 대 남성들이 꼽힌다 . ... ( 중략 )... 이들은 서른이 넘어서도 여전히 자신이 걸그룹의 팬이란 사실을 부끄러워하지 않는다 . "
< 한겨레 21. 748 호 . 2009, 2.23.>
중년 남성 팬들은 연예기획 업계의 ' 블루오션 ' 으로 급부상했다 . 기존 10 대 팬에 비해 수십 배에 달하는 구매력을 가지고 있기 때문 . 원더걸스의 기획사인 JYP 엔터테인먼트 마케팅팀의 한수정 씨는 " 연예기획사들은 이제 소녀 그룹을 데뷔시킬 때 30~40 대 팬층의 취향을 중요하게 반영할 정도 " 라고 말했다 .
< 동아일보 , 2009 년 2 월 12 일자 >
SM 엔터테인먼트 김은아 홍보팀장은 " 소녀시대 팬 사인회장에 몰려드는 사람들을 살펴보면 회사 다니는 아저씨 팬이 절반 이상 차지하는 게 보통 " 이라고 말했다 ."
< 조선일보 , 2009 년 2 월 11 일 >
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Positioning
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Positioning
Purity ?
Sexy ?or
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Sexy ?
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Sexy !
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+ a
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Purity ! 순수함
털털함꾸밈없음
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Good Example
Hyo-Ri
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Sexi Hyo-ri
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Purious Hyo-ri
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egmentationargetingositioning
STP
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Variety of needs
Variety of product mix
Successful company
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needs
needs need
s
needs need
s needsneed
sneeds
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Making everyone happy is
the most thing.
-Bill Cosby-
foolish
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Good products
great products
-Jim Collins-
are common,
are rare.but
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Thank you