challenges of food promotion in the korean market · challenges of food promotion in the korean...
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Challenges of food promotion in the Korean market
Sukyoung CHUNG
November 14th 2013
The mirror effect
The mirror effect
The other side of the mirror
Can you remember what you just ate ?
5 keys to overcome the obstacles
Language- Wording – Training issues
1
The importance of wording
意思是名与事实不相符，则言语错误，不能顺理成章，办事就不能成功。这里的办事就是治理国事 이름과 사실이 같지 않으면 말이 통하지 않고 문장이 될 수도 없으며 일이 성공적으로 될 수도 없다.
If terminology is not correct, then what is said cannot be followed. If what is said cannot be followed, then work cannot be accomplished.
Confucius Si la terminologie n'est pas correcte, ce qui est dit ne peut pas être suivi. Si ce qui est dit ne peut pas être suivie, le travail ne peut pas être accompli. Confucius 名不正，则言不顺 이름이 정해져 있지 않으면 법칙을 말하는것이 순조롭지가 않다.
You must first properly define an issue in order to talk about it intelligently. Vous devez d'abord définir correctement les termes pour parler intelligemment
Wording
• Charcuterie?
• Processed pork meat? Dried ham? – Rillette
– Pâté
– Jambon
– Saucisson
– Terrine
– Grenier du Médoc
– ……
HAM & SAUSAGE
Critical importance of training
• Terroir: “ 떼루아르”
• Lieu-dit: “ 리외디”
Opus one “옷 벗어”
Training effect
Educational leaflet
Seminar
5 keys to overcome the obstacles
Media – Press – PR
2
Media in Korea
Media in Korea
Joongang Ilbo the 2nd largest daily newspaper
October 31st, 2013
After the coverage, Los Vascos became an instant best-seller on the 1st day of the promotion.
=> Emart set its own record!
1,000 bottles sold
=>24,000,000 Wons (16,000 euros on the 1st day)
KBS1 - medical documentary “The secret of health”
French Paradox Heart disease death rate and Wine Consumption
Correlation between red wine consumption
and heart disease death rate
■ Death per 10,000 people
■ Wine consumption (in L)
USA England Finland Norway France
Evolution of Korean wine market (in value)
5 keys to overcome the obstacles
Korean habits/reflex is digital
3
3. DIGITAL COUNTRY
Smart phone Penetration rate
Ranking number 1 in the number of
smartphone users in the world
1st in Asia
74% of the population are internet users.
92.3% of the purpose of using the internet is to search for information.
Importance of a website in Korea
Viral marketing – 850 members in 2 months
Mobile marketing
Application
The growth of French Cheese
5 keys to overcome the obstacles
3 key words
4
1. WELL-BEING&HEALING
2. HEALTH&SECURITY
3. BEAUTY
5 keys to overcome the obstacles
Understanding the Korean Culture
5
Korean characteristics
Pot effect (Effet marmite)
Fever
Passion
The up and down of Maggolli
The Korean Culture • Copycat effect (Effet troupe)
Respect for the elderly
Me and the Society
moi
L’autre
L’autre
L’autre
L’autre
Univers occidental Centré sur soi => Je
L’univers
La société
moi
L’autre
L’autre
L’autre
Univers oriental Environnemental => Nous
