MARKETING STRATEGY FOR INTERNATIONAL MARKET

FOR THE SATISFACTION OFSIX

SENSES

C O N T E N T S

FOR THE SATISFACTION OF SIX SENSES

IMC STRATEGY

CHAPTER 2

CHAPTER 3

CHAPTER 1

CHANCE IS COMING !!

C H A P T E R 1

OVERVIEW

CHANCE IS COMING !!

DECREASE OF FOREIGN TRAVELER

INCREASE OF SOUTHEAST ASIAN FIT

WHO IS OUR CUSTOMER?

BUT

COMPETITOR ANALYSIS

246,965221,017

289,496290,050288,425

ENVIRONMENTAL ANALYSIS

DOMESTIC TRAVELER : 11.0% INCREASED

FOREIGN TRAVLER : 23.7% DECREASED

OUTBREAK OF THE IRAQ WAR

TRAVELERS IN JEJU ISLAND : 4,913,390 PEOPLE >>> COMPARED WITH THE PREVIOUS YEAR 8.8% INCREASED

&S A R S

BUT

CRISIS

SALES AND PROFITS AT THE FIRST HALF OF 2003 IN THE SHILLA HOTEL : 10.5%, 32.9%

DECREASED

WORLD ECONOMY DEPRESSION&

1999 2000 2001 2002 2003

1584

1983

1243 1158

406

761

2172

1827

3859

29373065

1001

1689 1585

2154

1646

674

1183 1055

14681699

1903

4166

2833

0

500

1000

1500

2000

2500

3000

3500

4000

4500

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

20032002

2003 2002 VARIATION (%)

TAIWAN 9,893 940 + 952.4HONKONG 5,173 7,838 - 34.0SINGAPORE

8,762 11,363 - 22.9

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

BUT CHANCE IS COMING !!

ENVIRONMENTAL ANALYSIS

WHO IS OUR CUSTOMER?

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

'96 '97 '03

GROUP TOURFIT

INCREASE OF FIT

TRAVELERS TO JEJU AT THE AGE OF 30~40 : 54 %

INCREASE OF TRAVELER FOR STAY IN SEOKUIPO

28%25%5%

26%16% 20 AGES

30 AGES40 AGES50 AGESETC

20%25%

39%

0%5%

10%15%20%25%30%35%40%45%

2001 2002 2003

CHANCE

AS THE NUMBER OF TRAVELER FOR STAY IN SEOKUIPO INCREASES, THE SHILLA JEJU SHOULD FOCUS ON CREATING AND PROMOTING A NEW SERCIVE FOR SOUTHEAST ASIAN FIT AT THE AGE OF 30~40 !

WHO IS OUR CUSTOMER?

LUXURY AND ENVIRONMENT-FRIENDLY IMAGE OF THE SHILLA JEJU

SOUTHEAST ASIAN FIT( FREE INDIVIDUAL TRAVELER ) AT THE AGE OF 30~40

CORE TARGET CUSTOMER

BOBOS•NEW ELITE IN THE DIGITAL AGE

•RICH BOURGEOIS IN THE ECONOMIC LIFE

•CHARACTER WITH FREE AND ROMANTIC MIND

•CONCERNING ABOUT THE NATURE AND PURSUING WELL-BEING LIFE

•PAYING MUCH MONEY FOR BUYING WHAT THEY LIKE, BUT NOT BEING LAVISH

HOTEL INDUSTRY: COMPETITORS

JEJU LOTTE HOTEL • SPECIAL THEME SHOW : VOLCANO FOUNTAIN SHOW

• IN-HOTEL SIGHTSEEING: HO-BAN-BOAT WINDMILL LOUNGE

• SPLENDID ARCHITECTURE DESIGN

• BACKGROUND OF POPULAR SOAP OPERA

HYATT REGENCY HOTEL

• THE FIRST LUXURY SPA IN JEJU

• STRONG BRAND IMAGE: ONE OF WORLD’S LARGEST AND WELL-KNOWN HOTEL CHAIN, HYATT HOTELS & RESORTS

• COZY ATMOSPHERE AND GREAT SEA-SIDE VIEW

COMPETITOR ANALYSIS

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

C H A P T E R 2

OVERVIEW

FOR THE SATISFACTION OF SIX SENSES

ENGRAVED ON

SHEART

EXPERIENCE

SIGHT SMELL

TASTETOUCH HEARING

TRAVELSERVI

CE

ROOM SERVIC

E

FOOD SERVIC

E

SPA SERVIC

E

MEDITATIONSERVICE

『 FOR THE SATISFACTION OF SIX SENSES』 SERVICE

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.

HEART

SIGHTSMEL

LTASTE

TOUCH

HEARING

CORE TARGET CUSTOMER : SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40

FOR THE SATISFACTION OF SIX SENSES

SIGHT

FOR THE SATISFACTION OF SIX SENSES

• MAKING NEW SECTION FOR BOBOS FIT ON THE SHILLA JEJU WEB SITE FOR PROVIDING THEM WITH TRAVEL INFORMATION

ONLINE TRAVEL INFORMATION SERVICE :PROVIDING CUSTOMIZED TRAVEL INFORMATIONLAB-TOP PC RENTAL SERVICE AND FREE ACCESS TO MOBILE INTERNET SERVICE IN THEIR OWN ROOMS

SPECIFIC CHARACTERISTICS OF BOBOS’ TRAVEL : NO GROUP TOUR, NO FIXED SCHEDULE, PERSUING NEW EXPERIENCE, ENJOYING ADVENTURE AND WEB SURFING

• SERVICE WHICH ENABLES BOBOS TO PLAN FOR THEIR OWN TRAVEL SCHEDULE AND TO SEE THE NEW LOOK OF JEJU

『 SEE THE NEWNESS !!』

ONLINE SERVICE OVERVIEW

SIGHT

WEB USER’S BEHAVIOR

INFORMATION FLOW

REGISTER IN WEB SITE : •ENTER THE PERSONAL INFORMATION,INTERESTS ABOUT TRAVEL AND HOBBY•CREATE ID & PASSWORD

DATA COLLECTION & ANALYSIS

SENDING CUSTOMIZED TOUR INFO BY CUSTOMER’S E-MAIL

JEJU ISLAND TOUR INFORMATION SEARCH SERVICETRANSPORTATION RENTAL RESERVATION SERVICEWEB COMMUNITY SERVICE & CHAT SERVICE

LOG-IN

CUSTOMIZED UP-TO-DATE INFORMATION

LEGEND

NEW SECTION ON THE SHILLA JEJU WEB SITE

FOR THE SATISFACTION OF SIX SENSES

SMELL『 FOR YOUR GOOD SLEEP』

FOR THE SATISFACTION OF SIX SENSES

• 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

FOR THE SATISFACTION OF SIX SENSES

TOUCH『 FEEL THE RELAXATION OF YOUR BODY』

GENERAL SPA : FOR DISPELLING STRESSAESTHETIC SPA : FOR SKIN CARE

YOGA & JAZZ DANCE CLASS

FREE 『 AVEDA』 PRODUCTS:ENVIRONMENT-FRIENDLY COSMETIC BRAND

SPA PACKAGE

SPECIFIC CHARACTERISTICS OF BOBOS’ LIFE STYLE : HAVING AESTHETIC SENSE WITHOUT NEGLECTING TO INVEST IN ONESELF ONLY USING ENVIRONMENT-FRIENDLY COSMETIC BRANDS.

• 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

TASTE『GOOD START !!』

FOR THE SATISFACTION OF SIX SENSES

• 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

• SPECIAL BREAKFAST FOR WONDERFUL TRAVEL & HEALTHY LIFE

- GREEN TEA

- ORANGE FROM JEJU - LOW FAT MILK

HEARING『 BEING LOST IN MEDITATION』

FOR THE SATISFACTION OF SIX SENSES

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

• 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

CLUB MEMBER SERVICE• ISSUING 『 BOBOS CLUB』 CARD• SENDING DM MONTHLY• DISCOUNT BENEFIT• EASY HOTEL RESERVATION SERVICE

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 CLUBDAE WOOK JUNG2948-2619-623619

C H A P T E R 3

OVERVIEW

CORE TARGET AUDIENCE & BRAND CONCEPT

SERVICE OVERVIEW

THE GOAL OF IMC STRATERGY

IMC STRATEGY

BRAND CONCEPT

• WE RESPECT YOUR LIFE STYLE. • WE WILL SERVE YOU THE WHOLE EXPERIENCES OF TRAVEL.

CORE TARGET AUDIENCE & BRAND CONCEPT

CORE TARGET AUDIENCE

1. MEMBERS OF GOLD CLUB IN THE SHILLA JEJU

2. MEMBERS OF DOUBLE CHOICE IN THE SHILLA SEOULMEMBERS OF SHAROSE IN THE SHILLA SEOULMEMBERS OF BAS IN THE SHILLA SEOUL

3. CONVENTION PARTICIPANTS

SOUTHEAST ASIAN BOBOS AT THE AGE OF 30~40

FIRST TARGET

AUDIENCE

THE GOAL OF IMC STRATERGY

SERVICE FOR SOUTHEAST ASIA TRAVELER

THE GOAL OF IMC STRATERGY

INCREASING OF THE SHILLA HOTEL BRAND RECOGNITION

ACQUIRE INTERNATIONAL HOTEL MARKET SHARE BY OCCUPANCY

RENOVATION OF SERVICE FOR FOREIGN TRAVELER

SERVICE OVERVIEW

ONLINE RESERVATION• THE SHILLA JEJU WEB

SITE• TRAVEL AGENCY WEB SITE

TELEPHONERESERVATIO

N

REQUEST AT THE FRONT

DESK

FOR THE SATISFACTION OF

SIX SENSES

SERVICE OVERVIEW

CLUB MEMBERSERVICE

FEEDBACK

BEFORE SERVICE MAIN SERVICE

AFTER SERVICE

L O WINCREASING

H I G H - CONTINUITY

BRAND

LOYALTY

COMMUNICATION CHANNEL

STRATEGIC ROLES MAIN THEME

E-MAIL DM •MAINTAIN STEADY CUSTOMERS •OFFER UP-TO-DATE INFORMATION

•EXPRESS CONCERNS TO STEADY CUSTOMERS •GRASP CARACTERISTICS AND INTERESTS THROUGH THE SIMPLE POLL

INTERNET BANNER •RECOGNITION OF BRAND IMAGE OF THE SHILLA & SERVICE MANAGING FOR BOBOS

•INSERTING ON THE KOREAN NATIONAL TOURISM ORGANIZATION & JEJU PROVINCE SITE•AROUSE CURIOSITY & LEAD TO VISIT THE HOTEL SITE

MAGAZINE •PUBLISH ADS ON THE MAGAZINES WHICH BOBOS USUALLY READEX) IT, YOGA, HEALTH, FASHION, ETC

•IF YOU DON’T LOSE YOUR LIFE CYCLE WHEN TRAVELING, STAY AT THE SHILLA JEJU!

IMC STRATEGY

IMC STRATEGY

COMMUNICATION CHANNEL

STRATEGIC ROLES MAIN THEME

EVENT •FORMING WOM (WORD OF MOUTH)•GIVING CHANCES TO EXPERIENCE JEJU TRADITIONAL CULTURE

•CONCERT AT THE ‘STORY GARDEN’•TRADITIONAL TEA TASTE FESTIVAL•MAKING JEJU TRADITIONAL ROOF CONTEST

PR & PUBLICITY •GIVE A GOOD IMPRESSION & DO ACTIVE AND POSITIVE MARKETING ON THE SPA•PUBLICITY OF YOGA CLASS IN THE FITNESS CENTER

•USE SPA TO BACKGROUNDS OF MAGAZINE & CATALOGUE•ACTIVATING AFTERNOTE & COMMUNITY •APPEAL THE IMPORTANCE & MERITS OF SPA & YOGA

IMC STRATEGY