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‘Seoul’ campaign pitch
Yongchan PARK – Chief consultant of BPCF(Brand Production Consulting Firm)
Contents
About
BPCF
1
Problem
Analysis
2
Revised
Plan
3
1. About BPCF (Brand Production Consulting Firm)
▪ Passionate small venture
▪ Creative and talented co-workers
▪ Top quali...
Seoul is . . .
▪ Capital city of South Korea
▪ 9,860,000 population
▪ Global fashion, cosmetics, foods, technologies, leis...
2. Problem Analysis of Seoul’s marketing
▪ Do not fully use infrastructures (foods, fashion, leisure, celebrities, etc…)
▪...
Traditional Marketing Tools Seoul’s today
2. Problem Analysis of Seoul’s marketing
3. Revised marketing plan – Target market
▪ Chinese aged 18 – 45
▪ Who likes K-pop and K-pop stars (also foods, cultures, ...
3. Revised marketing plan – Strategy
▪ Target 4.28 – 5.5 (Chinese huge holiday season ‘Labours Day’)
▪ Use SNS advertising...
Conclusion
▪ Proposed communication tools: Celebrities, SNS, Airline promotions, Price
▪ If this project succeed, Seoul ca...
Thank You
감사합니다
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Bma349 presentation slides (101799 yongchan park)

BMA 349

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Bma349 presentation slides (101799 yongchan park)

  1. 1. ‘Seoul’ campaign pitch Yongchan PARK – Chief consultant of BPCF(Brand Production Consulting Firm)
  2. 2. Contents About BPCF 1 Problem Analysis 2 Revised Plan 3
  3. 3. 1. About BPCF (Brand Production Consulting Firm) ▪ Passionate small venture ▪ Creative and talented co-workers ▪ Top quality database ▪ Adopt to customers’ best needs ▪ Differentiated marketing ideas and strategies
  4. 4. Seoul is . . . ▪ Capital city of South Korea ▪ 9,860,000 population ▪ Global fashion, cosmetics, foods, technologies, leisure leading city ▪ 12 million annual tourists
  5. 5. 2. Problem Analysis of Seoul’s marketing ▪ Do not fully use infrastructures (foods, fashion, leisure, celebrities, etc…) ▪ Too much consideration for Western countries’ travellers ▪ Remain as focusing on traditional marketing tools e.g. historic sites, traditional house(Hanok), old villages and experiences ▪ Lack of tourism event / promotion
  6. 6. Traditional Marketing Tools Seoul’s today 2. Problem Analysis of Seoul’s marketing
  7. 7. 3. Revised marketing plan – Target market ▪ Chinese aged 18 – 45 ▪ Who likes K-pop and K-pop stars (also foods, cultures, scenery, shopping) ▪ Economically middle – high class customers (in Beijing, Shanghai, Hongkong) ▪ TV watchers and SNS(twitter, weibo, wechat) users ▪ Annually, Seoul lose 11million potential Chinese travelers
  8. 8. 3. Revised marketing plan – Strategy ▪ Target 4.28 – 5.5 (Chinese huge holiday season ‘Labours Day’) ▪ Use SNS advertising, posters, billboards, and airline promotion ▪ Cooperate with airlines as offering 2.5times increased flights with discounted price ▪ For 1week, everyday special concerts for Chinese K-pop fans (rotating singers) ▪ 150,000 travelers are expected to visit Seoul in this season
  9. 9. Conclusion ▪ Proposed communication tools: Celebrities, SNS, Airline promotions, Price ▪ If this project succeed, Seoul can extend the project to other countries ▪ Expected 150,000 K-pop concert travelers will make added value as following; ▪ - Staying in hotels/motels, eating foods, shopping cosmetics/clothes/souvenirs, entering fees for historic sites, and further potential customers(Families or friends)
  10. 10. Thank You 감사합니다

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