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SMEGAC01 GAC022 AE3 International Business Kim Yeawon

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Developing an Overseas Marketing Mix

for Korean HMR: The Cup

GAC022 AE3 Yea-won Kim

Contents1. The Cup

• What is The Cup?• SWOT analysis

2. Comparison: Brazil & Russia• 5D of national culture• Marketing Mix

3. Customer Profiles

4. Conclusion

Q&A

What is The Cup?

1. Korean fusion food brandKorean rice + Exotic toppings

3. Home Meal ReplacementThe Cup Mini, Café and Standard

2. Health-oriented company• Fresh organic ingredients• No Monosodium Glutamate (MSG)• Food hygiene

4. Multiple/specialized menus

Bulgogi rice

Spicy Hamuljjim Rice

Steamed Squash & Rice with Tomato Cheese

Korean Food ( 한식 )

Healthier food ! = Formal/heavy food ?

Convenient food

/

SWOT analysis for The Cup

Strengths Weaknesses

Convenience. Freshness and hygiene. Health-oriented. Stylish brand image. High nutrients.

Low brand loyalty. New player (Only 2 years old). Low experience.

Opportunities Threats

Hallyu. Globalization of Korea food. Increase of health-conscious

consumers. Brazilian prefers light rice food. Easy recipe to learn.

Target market’s main dish. Other fast food companies dominate

market. Unstable supplies of raw materials.

Comparison: Brazil & Russia- Five Dimension of National Culture

Comparison: Brazil & Russia- Marketing Mixes

Product

• The Cup Mini• The Cup

Café

Place

• Sao Paulo• Rio de

Janeiro

Price

• S: BRL 20 ($9.14)

• L: BRL 24 ($10.96)

Promotion

• Investigation by Armazém do Café

• Implementing SNS

Product

• The Cup Mini• The Cup

Standard

Place

• Moscow

Price

• S: RUB 195 ($6.13)

• L: RUB 230 ($7.23)

Promotion

• Implementing SNS

Consumer Profiles

• Brazil– Approx. 200 million of population– Young country– Purchasing power: Southeast of Brazil

• Russia– The largest population: Moscow– Conscious with price– Health-conscious eating trend– Rapid expansion of fast-food industries

Conclusion

Product

• The Cup Mini

• The Cup Café

Place

• Rio de Janeiro

Price

• S: BRL 20 ($9.14)

• L: BRL 24 ($10.96)

Promotion

• TV commercial

• Making SNS

Enactus

References 3B-)“About THE CUP.” Rice and Noodle The Cup. JNT Co., Ltd., n.d. Web. 19 Oct. 2013.

Berry, Ben. “Agri-Food Consumer Profile Russia: January 2011.” Agriculture and Agri-Food Canada.

n.p. Jan. 2011. Web. 22 Oct. 2013.

“Brazil – Language, Culture, Customs and Etiquette.” Kwintessential. UK International Translation

Agency, n.d. Web. 19 Oct. 2013.

“Brazil National Culture.” The Hofstede Centre. Itim International, n.d. Web. 20 Oct. 2013.

“Brazil Population 2013.” World Population Statistics. n.p, 23 Sep. 2013. Web. 22 Oct. 2013.

“Consumer Behaviour in Brazil Marketing Essay.” UKEssays. UKEssays, n.d. Web. 23 Oct. 2013.

Guimaraes, Pedro Pacheco and Pierre Chandon. “Unilever in Brazil (1997-2007) Marketing Strategies for

Low-Income Consumers.” INSEAD The Business School for the World. Eech the case for learning,

n.d. Web. 19 Oct. 2013.

“Healthy and convenient.” Korea Agra Food. The Agricultural and Fishery Marketing Corporation, Sep.

2013. Web. 19 Oct. 2013.

“Market Profile – Brazil.” Australian Trade Commission. Australian Government, n.d. Web. 19 Oct. 2013.

“Market Profile – Russia.” Australian Trade Commission. Australian Government, n.d. Web. 20 Oct. 2013.

McPherson, Joe. “Article on the Growing Popularity of Korean Food.” ZenKimchi Korean Food Journal.

ZenKimchi, Apr. 2007. Web. 20 Oct. 2013.

Mederios, Itamar. “Consumer Behavior in Brazil: 65% of Brazilians prefer to pay cash.” Designative. n.p,

2 Apr. 2013. Web. 22 Oct. 2013.

Novais, Andrea. “Purchasing Behavior in Brazil.” The Brazil Business. n.p, 30 Nov. 2011. Web. 22 Oct.

2013.

Prosser, David. “Unilever Swallow Russia’s Leading Ice-cream Maker.” The Independent. The

Independent, 5 Feb. 2008. Web. 24 Oct. 2013.

“Russia – Language, Culture, Customs and Etiquette.” Kwintessential. UK International Translation

Agency, Apr. 2008. Web. 19 Oct. 2013.

“Russia National Culture.” The Hofstede Centre. Itim International, n.d. Web. 20 Oct. 2013.

“Russia: Risk Assessment” Global Edge. Michigan State University, n.d.Web. 24 Oct. 2013.

“Starbucks Soars in China.” Asia Times. Asia Times Online Ltd., 13 Jun. 2006. Web. 24 Oct. 2013.

“The Brazilian Consumer Profile.” HKTEC Research. Hong Kong Trade Development Council, 16 May

2013. Web. 22 Oct. 2013.

“Unilever Acquires Leading Russian Ice Cream Company Inmarko.” Unilever. Unilever, 4 Aug. 2008.

Web. 23 Oct. 2013.

“Unilever Case.” Changellenge. MindWrestling, n.d. Web. 23 Oct. 2013.

Thank you

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