Kumho Master Deck

By: Valentina Amaro, Katie Jones,
Alexia Umansky, Jamie Wong, and Rimi Takeuchi

Table of Contents
Research
US LED Light Market Analysis -------------------------- p6-9
Current Customer Profile and Analysis ------------ p11-33
Internal Evaluation -------------------------------------------- p35-36
Competitor Analysis ----------------------------------------- p38-74
Recommendation
Inbound to Account Based Marketing ------------- p78-79
Potential Target ----------------------------------------------- p81-83
Messaging ------------------------------------------------------- p85-91
Tactics ------------------------------------------------------------- p93-153
Appendix

Research Goals
● Evaluate KUMHO’s current market
positioning in the U.S.
● Identify KUMHO’s Unique Selling
Point and differentiate from
competitors
● Understand the needs of the target
market
● Find out what strategy competitor
use and how it can be implemented
into KUMHO’s
After completing
these goals we’ll use
what we found to
create the best
possible strategy for
KUMHO

LED Light Market Analysis in US
LED market in US
Three types of lights dominates US light market:
● Incandescent Halogen
● Compact Fluorescent Light bulbs
(CFLs or Spirals)
● Light Emitting Diode (LED)
Takeaway:
Lack of awareness in the US market, but have
high potential to grow in the next ten to
fifteen years.

Takeaway:
Great opportunity for KUMHO
to re-introduce in the market,
to be part of the pioneer of
LED market.

LED Light Market Analysis in US
Key Results from U.S. Department of Energy:
● Expected to represent 48% of lumenhour sales of the general-illumination market by 2020, and 84%
by 2030.
● LEDs are projected to reduce lighting energy consumption by 15% in 2020 and by 40% in 2030
The U.S. Department of Energy (DOE) goal scenario:
● In this DOE Goal Scenario, LED lighting would achieve a market share of 68% of lumen-hour sales in
2020 and over 90% in 2030.
● This would result in an additional energy savings of 20% in 2030 over the Reference Scenario, and
thus a 60% decrease (1.5 quads, or 130 TWh) in total lighting energy consumption compared to the
No-LED Scenario.
Key takeaway: LED sales are growing in the U.S . Finding a
way to differentiate KUMHO’s LED from other U.S companies
is important.

LED in every environment is growing, people want to save energy

Current Customer
Profile and Analysis

KUMHO Electric USA provided list of current customers and ranking of top
distributors in the US. Here, we have chosen 5 companies and conducted a
company evaluation along with online presence analysis.
By analyzing those companies, we could create buyer persona to expand the
target companies in the strategy section

Key Takeaways from current customers
French B2B distributor focus on lighting and LED products, have
solid CSR program
Supply chain solution company, safety and sustainability focus
Supply chain management company with great care in human
(both customer and employees)
Focus on performance, products helping all aspects of company
(economy, environment, socially)
Wholesaler for indoor/outdoor lighting, hold variety selection of
brands

Customer #1 : Sonepar USA
Contact Info:
LinkedIn not accessible
Website:
https://www.sonepar-us.com/
Company Info:
A family owned company originally from Paris, France; with global market leadership in the B2B distribution of
electrical, industrial and safety products and related solutions. 700 locations all over the US, providing digital,
integrated supply, safety, automation & control, energy audits & retrofits, store room & project management. 22.8B
USD in sales, which is 2% increase since 2015.
Product/Service:
Lighting Products, LED Products and Wolfspeed
Mission Statement:
“Our dedication to the business and exemplifies our commitment to our
customers and suppliers.”

CSR:
Slogan: TAKING RESPONSABILITY TOGETHER: 4 themes
● Staying abreast of the energy transition and population trends
● Reducing our environmental impact
● Serving local communities
● Promoting Corporate Social Responsibility to take good care of the men and women who work for
the Group
BLUEWAY: THE SONEPAR SUSTAINABILITY LABEL, Helping to reduce our environmental footprint,
enhancing energy efficiency and cutting back energy use are central to the program.
ENERGY & SUSTAINABILITY WEEKS: Implement a variety of initiatives to promote energy-saving products
and solutions, raise awareness and educate customers and associates about energy efficiency, recycling
and more.
LFI info:
Neither exhibitor, nor sponsor
Customer #1 : Sonepar USA

Customer #2 : WESCO
Contact Info:
John Rucker, branch manager in LA area: jrucker@wesco.com
Website:
https://www.wesco.com/
Company Info:
Fortune 500 supply chain solution company from Pittsburgh, PA; WESCO is a global strategic partner who
efficiently and consistently supports our customers’ operations. With their integrated supply, eCommerce, and
global account program, they are able and ready to help customers streamline their supply chain. Roughly 500
branched internationally, 7.3B USD in revenue, second market share in the US.
Product/Service:
Industrial networking, intelligent buildings, cloud computing, alternative energy, broadband communications,
critical infrastructure protection, LED lighting retrofits, physical security
Mission Statement:
“A World of Solution”

CSR:
6 layers: Ethics, Safety, Continuous Improvement, Sustainability, Community and Charity
Safety: “Our goal is to provide a safe work environment for our employees and all those who visit our
facilities… We believe that every incident is preventable, so we strive to achieve a “zero harm”
environment.”
Sustainability: “We aim for Lean process improvements while helping our customers make progress in
lighting efficiency, energy management, renewable energy, water and waste mitigation, and green
procurement.”
LFI info:
Neither Exhibitor, nor sponsor
Customer #2 : WESCO

Customer #3: Graybar
Contact Info:
Glenn McCarter, branch manager: glenn.s.mccarter@graybar.com
Website:
https://www.graybar.com/
Company Info:
A Fortune 500 company from St. Louis, MO; specializes in supply chain management services and is a leading
North American distributors of high-quality components, equipment and materials for a number of industries, With
6.4B USD in revenue, owns 290 distribution centers within the US.
Product/Service:
Logistics, inventory and materials management, process efficiency, complete building systems, business services
Mission Statement:
“To serve as the vital link in the supply chain, adding value for customers and suppliers with innovative solutions
and services”

CSR:
Three sections: Environmental sustainability, employees, and community engagement.
Environmental Sustainability: “We are committed to environmental sustainability, both in the way we run
our business and in the solutions we provide for our customers”
Our People: “As one of the largest employee-owned companies in North America, our employees take
great pride in serving our customers and leading by example.”
LFI info:
Customer #3: Graybar

Customer #4 : Grainger
Contact Info:
Scott Huling, district sales manager: scott.huling@grainger.com
Website:
https://www.grainger.com/
Company Info:
W. W. Grainger, Inc was founded in Chicago in 1927. It has 3 million customers worldwide. Revenue is actually B2B sales rather than
retail sales. In 1967, Grainger became a publicly traded company. Grainger is a profitable corporation and has increased dividends to
its shareholders for forty five consecutive years.The company has grown consistently since becoming public and passed US $10 billion
in annual sales in 2016.Grainger serves its over 3 million customers through a network of approximately 598 branches, online channels
(such as Grainger.com, KeepStock and eProcurement), and 33 distribution centers.
Product/Service:
Grainger is a leading provider of top-quality industrial supplies worldwide. They add new products nearly every day to make sure we
offer the latest, high-quality products. They also provide lighting upgrades, lighting project management, hazardous recycling services,
storage equipment/ installation and safety services, along with specific product resources for many of your operation's most pressing
needs.
Mission Statement:
"Grainger's Vision is to be the world leader in offering solutions that help businesses and
institutions save time and money as they maintain, repair, and operate their facilities. "

CSR:
Grainger applies a continuous improvement mindset to its sustainability efforts, identifying and executing
opportunities to reduce energy use and minimize waste. The company was the First industrial supplier to
publicly disclose its carbon footprint through the CDP in 2012.
○ Energy use
○ LEED certified buildings
○ Environmentally preferable products
○ Ethical sourcing
○ Supplier diversity
LFI info:

Customer #5 Bees Lighting
Contact Info:
Not available online
Website:
https://beeslighting.com/
Company Info:
Bees Lighting was founded by Yamen Mahfoud in September of 2012, based in Sylmar, CA. It was originally founded as MS
Electrical Distribution Inc in San Fernando Valley, CA in 2006. They focused on commercial/residential lighting with large
selection and ready to ship inventory.
Product:
Specialize in fast shipping for products built for indoor/outdoor lighting, lightbulbs, and miscellaneous accessories.
Mission Statement:
“Bees Lighting offers an extensive selection from major brand names and superior customer service to ensure the best
shopping experience.”
CSR:
They do not have CSR section
LFI info:

Current Customers’ Owned Media Evaluation
Company URL Key Takeaways
Sonepar https://www.sonepar-us.com/
Transparency, Simplicity, Clarity. Social
Media accessibility is the key to target
Sonepar
WESCO https://www.wesco.com/
Show credibility by present statistics in a
visually appealing way
Graybar https://www.graybar.com/
Easy UX to take customer to each buyer’s
journey
Grainger Industrial Supply https://www.grainger.com/
Use personalized greeting message to
welcome customers
Bees Lighting https://www.beeslighting.com/
Purchase review services to show credibility

Customer #1 Sonepar
● Strengths
○ Strong domestic market share
○ Well-explained web contents
● Strategy
○ Web Design
○ Straight-forward contents
○ “Explore more” to attract customers
○ Use lots of pictures to show transparency
○ Apply multimedia contents
○ Appropriate content in right location
● Takeaway for KUMHO
○ Transparency, simplicity, and clarity is the key to attract Sonepar.
Also, social media accessibility is a key for companies to approach
KUMHO.

Customer #2: WESCO
● Strengths
○ Strong network worldwide
○ Huge market share in US
● Strategy
○ Multimedia contents
○ Statistics and facts to support credibility
○ Great visual, eye-catching
○ Easy-to-use UX design
○ When meeting with WESCO, it would be a good idea for KUMHO to
match WESCO’s affinity for graphs and statistical data. By presenting
their own companies statistics with graphs, KUMHO can show their
credibility and appeal to WESCO’s brand as well. This also means
presenting images that show KUMHO’s scientific and global impact.

Customer #3 Graybar
● Strengths
○ Strong distribution network
○ Strong brand portfolio
● Strategy
○ Clear UX design to show each section
■ Purchase, location-locator, information
○ Simple, yet has visual contents to support aesthetics
○ Clean, not too much information
○ If KUMHO prefers something not too vivid, Graybar website is a
good source for simple, minimalist design with
consumer-friendly UX design. Clear purchase instruction is
always important to pursue customers to purchase the product.

Strengths
● Greeting Message by IP address detector
● Straight forward for buyers
● Live chat function (Cannot be screenshotted but
appear naturally when open the website)
Strategy
● Categorization
● All product/service information at the front page
● Instant customer support via online
Takeaway for KUMHO
● KUMHO can wisely use categorization to try compile
all similar subcategories in one place, which makes
easier for first time users to use. Also, IP address
detector for greeting message might be a good idea to
show closer relationship with customer.

Customer #5 Bees Lighting
Strengths
● Direct offer provided on the first page
● Designed like Amazon, easy use for buyers
Strategy
● Divide product by arrival date and offer
● Direct offer placed online
● Connect with online review portal to show product credibility
Takeaway for KUMHO
● KUMHO can collaborate with review websites to show other
customers’ credibility on their products. Their about us sections
are not transparent so better not copy their style.

Current Customers’ Earned Media Takeaways
Facebook:
● Prefer showing company’s original color
● Personalized contents with own taste is a
big plus
Twitter:
● Less presence on Twitter
● Call to actions, more like a landing page
to their owned media
LinkedIn:
● Exhibit employment engagement in own
company looks like
● Show how knowledgeable company is to
their product, market, and industry

Customer #1:
Sonepar USA
Facebook:
● 455 followers, 445 likes
● Photo contents on:
○ Sonepar stands at different fairs
○ Meetings
● Video contents on:
○ Who we are
○ What our productabout)
Twitter:
● No twitter (according to website, no direct
link to twitter)
Sonepar: sample FB photos
LinkedIn:
● 8,121 followers, 37 updates
● Posts on employment engagement

Customer #2:
WESCO Distribution
Facebook:
● 2,344 followers, 2,366 likes
● Posts photos of their products
● Personalized videos
○ Fly Eagles Fly, 1.4K views
○ Happy New Year from Westinghouse
Lighting, 548 views
Twitter:
● 1,938 followers, 188 tweets
● Weird content
● Followers don't engage with posts
● Barely any likes or retweets
LinkedIn:
● Posts on professional meeting report,
status report, employment
engagement
WESCO Distribution sample FB post

Customer #3:
Graybar
Facebook:
● 7,706 followers, 7,694 likes
● Links to all other social media pages
● Multimedia channels uploaded
● Popular videos:
○ Switching to LED Lighting is Easier
Than You Think
○ Graybar Lights up Martinsville
Speedway
Twitter:
● 9,552 followers, 8,229 tweets
● Posts are often calls-to-action
○ “Join us”
○ “start your day with..”
● Not many likes or retweets per post. Graybar Facebook Sample post
LinkedIn:
● Posts on employment engagement and
webinar advertisement

Customer #4:
Grainger Industrial Supply
Facebook:
● 204K followers, 208K likes
● All posts with short articles
● Events, webinar announcement
● Have audio/media contents
● Subsections have links to other social
media and their owned media
Twitter:
● 25.9K followers, 8,928 tweets
● Posts varies, from production pictures to
show photos, related outsource news
● Inspirational
● Have audio/media contents
Grainger industrial Supply Sample Post
LinkedIn:
● Posts on behind the scene, and
educational posts about their industry

Customer #5:
Bees Lighting
Facebook:
● Posts about product review on
reviewme.com, only five star posts
Twitter:
● 150 followers, 439 tweets
● Same post with Facebook, no original
contents
LinkedIn:
● 2616 followers, 42 updates
● No posts on their page, only general
company profile
Bees Lighting sample Facebook post

KUMHO Evaluation
By evaluating KUMHO’s performance in the US, we can understand the baseline of what strategic
possibilities and constraints are facing KUMHO USA as of right now.
Once evaluate current customers, next we will evaluate whether KUMHO’s current performance
meets their expectations
Customer’s need KUMHO’s progress
● Credibility in the US market
● Transparency (Corporate Social
Responsibility, etc.)
● Inspirational, educational Contents
● Dedication to the product
● Interactive contents
● High brand awareness
● Sustainable, but not complicated
● Expressed credibility in Korea, but not
in the US market
● No CSR program or community
engagement
● No social medias/interactive contents
● Low brand awareness in the US
● Have patented, simple-to-use product
but not well-known

KUMHO Evaluation
Based on evaluation, we found several problems:
● Lack of brand awareness in the US market
● Lack of online presence
● Lack of media exposure
● Lack of CSR program
● Lack of interaction with customers
Next, we will analyze how other companies in the same market do in these areas.
Competitors are chosen based on product/service offer and market size.

Competitor Analysis:
Company Evaluation

Key Takeaways from Competitors
B2C like digital branding helps add a human angle to lights
Highlights big picture of how their company helps the planet
Positions selves as knowledgeable source for all things LED
Focus on performance, products helping all aspects of company
(economy, environment, socially)
Showcases their new/innovative, unlike any other, LED technology
Customer service angle integrated through case studies, product
explanations
Does a good job of showing their products and possible uses.

Competitor Analysis #1: GENERAL ELECTRIC
Company Info:
Ranked 13 on Fortune 500 company list, GE is founded by Thomas Edison, Charles A. Coffin, Elihu
Thomson, Edwin J. Houston, and J.P. Morgan in April, 1892. Company original from Schenectady, NY but
they moved headquarter to Boston, MA in 2016. 122.1Billion dollars revenue in 2017 worldwide, 1.5 Billion
dollars revenue in lighting segments within US.
Product/Service:
Consumer home lighting, commercial & industrial lighting, solar, digital energy efficiency & productivity
solutions
Mission Statement:
“Helping businesses, cities & homes become more energy efficient & productive with LED & solar
technologies, networked sensors & software & connected lighting solutions”

Competitor Analysis #1: GENERAL ELECTRIC
Stats:
54% of total revenues are generated by Current, powered by GE.
CSR Focus:
1. Social (employees, customers and communities)
2. Environmental (natural environment and resources)
3. Governance (investors and government)
LFI info:
Booth #2417, sponsor under name “Current, powered by GE”

Competitor Analysis #2: PHILIP’S ELECTRIC
Company Info:
Ex-parent company Philips founded in 1891, by Gerard Philips and his father Frederik Philips in Eindhoven,
the Netherlands. In June 2016, Philips spun off its lighting division to focus on the healthcare division,
therefore Philips Electric becomes the world’s largest independent lighting maker, surpassing Germany’s
Osram. 1,518 Million EUR sales on LED in 2016; 2,683 Million EUR sales for Professionals.
Product/Service:
Lamps, LED, Professional, Home
Mission Statement:
“Unlock the extraordinary potential of light, for brighter lives and a better world.”
Stats:
55% of total sales from LED-based (2016)

Competitor Analysis #2: PHILIP’S ELECTRIC
CSR Focus:
Brighter Lives, Better World
“One example is our commitment to become carbon neutral in our operations and generate 80% of
our revenues from sustainable products, systems and services by 2020.”
LFI info:
Booth #1402

Competitor Analysis #3: PANASONIC
Company Info:
Top 10 regarded companies by Forbes, founded by Konosuke Matsushita in 1918, 64.78Billion USD
revenue in 2017 worldwide (11.66Billion USD in Americas) with 12.3Billion USD revenue in Eco Solution
section worldwide. Their LED section has concept: Lighting the way to a better world, and focuses on
three aspects: More beauty, more comfort, and more reliability.
Product/Service:
Appliances, Eco Solutions, Audio Visual Computer (AVC) Networks, Automotive and Industrial Systems,
and Others.
The Eco Solutions segment handles development, manufacture and sale of lighting fixtures and electric
lamps including LED lighting, solar photovoltaic systems, wiring devices, interior furnishing materials,
water-related products, ventilation and air-conditioning equipment, air purifiers, and others

Mission Statement:
“A better life, a better world” Panasonic is committed to creating a better life and a better world
continuously contributing to the evolution of society and to the happiness of people around the globe.
Stats:
18% sales comes from Americas, 19% sales from eco solutions segment (Annual Report 2017)

CSR:
Social: In addition to reports on human rights/labor, health & safety, ethics, supply chain management, and
social efforts we engage in through our products & services, we also provide content-rich reports on
human resources development and diversity.
Environment: With regard to the environment, we report on Panasonic Environment Vision 2050 that
guides the Panasonic Group to practice environmentally sustainable management toward 2050, and
environmental action plan, "Green Plan 2018.”
LFI info:
Neither Exhibitor, nor sponsor

Competitor Analysis #4 CREE.inc
Company Info:
A market-leading innovator of lighting-class LEDs, LED lighting and semiconductor solutions for wireless
and power applications. Founded by Thomas Coleman, John Edmond, Eric Hunter, John Palmour, and
Calvin Carter in Durham, North Carolina in 1987, with 1.473 Billion USD revenue in 2017. Uniquely
positioned to innovate new ways in which lighting will serve as a platform for emerging technologies and
capabilities that will enrich lives, improve society and safeguard the planet.
Product/Service:
Lighting Products, LED Products and Wolfspeed
Mission Statement:
“We relentlessly pursue disruptive technologies that change industries.”

Competitor Analysis #4 CREE.inc
Stats:
48% (701 Million USD) generated from Lighting Products, 37% (550 Million USD) generated from LED
Products.
CSR:
Three sections: Environment, Social Responsibility, and Economic. Environment focus on minimize
resource use and reduce the environmental impact of production process; social responsibility focus on
health and well-being of each individual associated with the Cree community; and Economic focus on high
working ethics, transparency, and risk management to ensure best performance.
LFI info:
Exhibitor Booth #1412

Competitor Analysis #5 Lunera Lighting (OEM)
Company Info:
A pioneer of LED technology for commercial and industrial retrofit markets. Founded by Don Peifer in
Silicon Valley, CA in 2009 with estimate of 15.7 Million USD revenue in 2017. Developed LED lighting
technology that shaped the industry, including: plug-and-play, advanced thermal management and
enhanced installation and safety features.
Product/Service:
LEDs, IoT, HID Lamps
Mission Statement:
“To deliver energy savings”
LFI info:

Competitor Analysis #6 Halco Lighting Technologies
Company Info:
A pioneer of LED technology for commercial and industrial retrofit markets. Founded by Kim Cook in
Atlanta, GA in 1974 with estimate of 13.9 Million USD revenue in 2017. Boasts a strong portfolio of
lighting solution including energy efficient lamps, ballasts and lighting fixtures.
Product/Service:
Energy efficient lamps, ballasts and lighting fixtures
Mission Statement:
“Halco commits to being our customers’ first choice for lamps, ballasts and fixtures by providing the best
value through quality products and excellent service with the highest level of integrity.”
LFI info:

Competitor Analysis #7 MAXLITE, INC
Company Info:
A pioneer of LED technology for commercial and industrial retrofit markets. Founded by Yon W Sung in
West Caldwell, NJ in 1993 with estimate of 57.6 Million USD revenue in 2017. Five-time recipient of the
ENERGY STAR® Partner of the Year Award, offers an extensive line of quality, certified indoor and outdoor
LED lamps and luminaires.
Product/Service:
LED lighting, indoor and outdoor lighting, Lighting Controls, and Lifetime Product Support
Mission Statement:
“To advance our leadership position as a trustworthy lighting solutions provider that connects and
empowers our customers.”
LFI info:

Company URL Key Takeaways
GE
(Current powered by GE)
https://www.currentbyge.com/
Easy UX design with amazing
aesthetics, show KUMHO’s message
at every corner
Philips Electric http://www.usa.lighting.philips.com/home#
Step-by-step support, personalized
service
Panasonic https://na.panasonic.com/us/
Appeal global presence more by using
the power of parent company
Cree http://www.cree.com/ Have educational contents
Lunera Lighting https://www.lunera.com/ Own clear brand message
Halco Lighting Technologies https://www.halcolighting.com/
Have well-established membership
page
MAXLITE http://www.maxlite.com/ Be transparent, and be humane
Key takeaway: Owned Media Chart

Media Analysis #1: GENERAL ELECTRIC
“Current” is General Electrics B2B energy lighting sector
● Strengths
○ Established history in the U.S market
● Weaknesses
○ GE going through structural changes
● Strategy
○ Web Design
○ Targeted content towards buyers
○ “Success Stories”
○ Human angle in every aspect / simplicity
○ Conveying company values (energy intelligent environments)
○ For the U.S market there needs to be more than a product. A focus
on the web aesthetics, showing how products can be used (via
content), and conveying the purpose of KUMHO (creating a smart,
energy efficient planet) through every medium, is key.

Media Analysis #2: PHILIPS ELECTRIC
● Strengths
○ Buyer relations
■ Examples of small to large B2B success with Philips
● Philips App to see social media response
■ Due diligence of sales personal “Powercor”
■ Informational LED content, explains products with
media (animations, clips)
● Weaknesses
○ Turnover, lost focus of core competencies
● Strategy
○ Focusing on helping buyers each step of the way (human)
○ Communicating values through content (videos/PR/articles)
○ KUMHO can learn to take a more in-depth and personal approach (via
online content, new offers, communication) when it comes to taking
customers through each step of the buying process.

Media Analysis #3: PANASONIC
LED section is under Eco-solution division
● Strengths
○ Solid brand value with high level of consumer satisfaction
● Weaknesses
○ US division do not have separate website
● Strategy
○ Shift to focus more on B2B, but still continue B2C
○ Targeted content towards investors
○ Eco-solution → LED lighting
○ Less contents, aesthetics appear when click further
○ For multicultural companies, link to the global site will be helpful to
maximize KUMHO’s credibility. Always keep content minimum, and
make sure aesthetics is key for showing light features.

Media Analysis #4: CREE.inc
● Strengths
○ Innovation
■ Launches Industry’s First Extreme Density LED on
December 2017
○ Consumer-first
■ Section introduce “Why CREE”
■ Attach financial calculator for visualization
■ Page bottom has instruction for where to purchase
● Weaknesses
○ Not as dominant as other three competitors
● Strategy
○ GTM: Go to Market Strategy
○ Communicating values through content (videos/PR/articles)
○ KUMHO can learn to add contents to show how KUMHO
product benefit customers visually, so consumers have better
ideas on KUMHO brand

Media Analysis #5: Lunera Lighting
● Strength
○ Simple, easy to understand
○ Communicates its “smart technology” values
○ Branding: feels futuristic, smart,
● Weaknesses
○ Simplicity is not coherent throughout website
■ Still heavy text, and areas where the smart technology
brand message is not conveyed
■ Hard to find the case studies, cut sheets, and blog
unless deep diving
● Strategy
○ Purchase section to guide user step by step
○ No individual pages for about, all in the pdf format
○ U.S website should have a CLEAR brand message, and
easy to find content

Media Analysis #6 Halco Lighting Technologies
● Strength
○ Simple, easy to understand
○ Shows core products by giving individual sections
○ Sections are clearly divided, easy to find
● Weaknesses
○ No videos
○ Not entertaining, easy to get bored
● Strategy
○ Price and purchase are only for registered customers
(membership style)
○ KUMHO can build a membership portal which makes easier
for customers to communicate with KUMHO and also easy
for KUMHO to monitor active users. Can have hyperlink icon
for quick jump to product information section.

Media Analysis #7 MAXLITE INC.
● Strength
○ Targeted Web Design
○ Easy to understand language
○ Detailed case studies
● Weaknesses
○ Not as much branding of the science/technology aspect
● Strategy
○ Providing ROI calculator for easy estimate
○ Providing Data sheets for being transparent
○ Adding all human angles they can via social media or web
design
○ Putting products in context, when showing case studies
(Make sure they are still visually appearing)
○ Creating all the resources a potential buyer would need, still
positioning KUMHO as the leading option
○

Earned Media Takeaways
Facebook:
● Engaging Contents
● Posts about working environment,
business achievements
● Inspirational, Educational
Twitter:
● Collaboration with partner companies,
associations, etc.
● Posts about fun facts (LED in general,
product, etc.)
LinkedIn:
● Professional Educations
● Contents similar to Facebook, but more
professional ways
● Show company’s confidence by sharing
know-how to the others
Youtube:
● Event record videos, accomplishments
● Visually appearing
● Present company culture in the easiest
way

Social Media Analysis:
Current powered by GE
Youtube:
● Non-disclosure subscribers, 163 videos,
71924 total views
● Commercial got 15K views
● Emotionally appearing content
● Videos about:
○ Employees and their works,
○ Accomplishments
○ Great actions they’ve done using their
products
● Droneweek
○ Videos taken by their drones of
different places. Beautiful videos.
Also shows what they’re working on
(technological advances) and where.
LinkedIn:
● Posts on working environment,
achievements, and educational contents
Facebook:
● Visually pleasing
● Updates about:
○ New products and projects
○ Product info and differentiation.
● People comment typically commending their
work
Twitter:
● 4.909 followers, 1,047 tweets
● High frequency
● Updates on:
○ Company, products, projects,
employees, etc
○ Occasional educational tweets
● Interesting content

Philips Lighting Youtube:
● 26981 subscribers, 3617 videos, 44M
total views
● Contents from professional angle to
educational, covers different target
audiences
● Front cover photo have the title, easy to
recognize the summary of content
LinkedIn:
● Posts about webinar information, and
educational contents
● Have links to urge circulation to their
owned media
Facebook:
● Same/similar content as instagram
● Inspirational, educational, inspiring
contents
● Very interesting videos to watch
● Little promotion of their products
Twitter:
● 73.1K followers, 27.1K tweets
● Engage followers through polls
● Posts on
○ Facts and stories
● Likes & Retweets varies depend on
contents
Philips Lighting Youtube

Philips Lighting: Social Content

Panasonic USA Youtube:
● 12,303 subscribers, 386 videos, 2M total
views
● Contents on:
○ What is new and trending at
Panasonic
● Press conference video got 23K views
● Connected to 6 other channels (all
Panasonic related)
LinkedIn:
● Contents on professional educations
(meet with workers, learn about... etc.)
Facebook:
● Visually oriented, use videos a lot
● Contents varies, not specific to lighting
section
Twitter:
● 45.7K followers, 10.9K tweets
● High Frequency
● Updates on:
○ Panasonic products, projects and
events
● Content are not appearing

Facebook:
● Videos/Posts on:
○ Fun projects
○ Activities
○ Big events their products are used at,
etc.
Linkedin:
● Posts on employment engagement,
product information
● More like a visual status report
Twitter:
● 32.1K followers, 8032 tweets
● Same videos/photos from Facebook
● Minor posts on:
○ Daily report
○ Employees
● Not many likes or engagement on their tweets
Youtube:
● 3678 subscribers, 245 videos, 1M total views
● Have videos on:
○ “Cree Commercial LED Lighting,”
○ “Installations and Case Studies,”
○ “Cree LED Bulbs,”
○ “Trade Shows & Events” and more
● Disable comments on their videos.
CREE, inc.

Lunera
Facebook:
● Not many likes or engagement on posts
● Posts about products
Twitter :
● Mainly retweets other accounts.
● Rarely tweet
● Not many likes or engagement on their
tweets
● Boring content - very inconsistent
Youtube:
● 13 subscribers, 3 videos, 609 total views
● Videos about employee introduce
company product and how to install
LinkedIn:
● More educational contents and how
Lunera acted on this topic
● Less aesthetic, fewer images, more links
to their owned medias

Halco Lighting
Facebook:
● Same content as Twitter
● Little/no engagement on posts
Twitter:
● Little/no engagement on their tweets
● Content: some attempt to be creative,
mostly about products/lighting
● Tweet ~ once a day
LinkedIn:
● Product information and LFI advertisement
Youtube:
● 58 subscribers, 12 videos,
non-disclosure total views
● Have videos on:
○ “Why choose Halco”
○ “Halco Lighting Vaportights
Product Demo”
○ “Halco Knows Service”

MaxLite
Facebook:
● Same/similar content as Twitter
● Only 3 videos have been posted
● Posts photo albums of personal events
Twitter:
● Little/ no engagement from followers on
tweets
● Tweets almost every day
● Content about products and company
Youtube:
● 386 subscribers, 213 videos, 161,144
total views
● Content:
○ “MaxLite Webinars”
○ Videos from the Lightfair
○ Product videos
LinkedIn:
● Posts about product information, light
fair advertisement, employment
engagement
● Have visuals, but not hooking interest
MaxLite Youtube Page

Competitor Message Trends
Based on analysis, we identified that KUMHO’s competitors focus their messaging
on several key areas:
● Innovation
● Inspiration
● Sustainable
● Customer oriented
● Aesthetic

Key Research to Goals
● Competitors focus on personal
online content
● A human approach is most
important
● Kumho needs a consistent brand
voice and awareness
● Opportunity to differentiate as
established tech company.
KEY RESEARCH Our Goals
● Company: Optimize costs for marketing
department by 2020
● Competitive: Establish as innovative leader in LED
industry by 2020
● Customers: increase number of customers by 10%
We looked at our research and
goals to choose what the best
strategy would be….

Strategy: Inbound and ABM
Opportunity Consideration:
A more targeted way to find
and develop our target
consumers
Still new, working within
budget, get most for payoff
Developing brand voice

Inbound Step 1:
Identify your target
(Pre-step for ABM)

Based on current customer analysis, we have identified two ideal buyer personas.
● Facilities Manager
● Energy Consultant
By having buyer personas, KUMHO can visualize next list of target customers.

Buyer Personas #1: Facilities Manager
Background
● Title: Facilities Manager at a big corporation (e.g CIM GROUP)
● Industry: Professional management
Learning
● Blogs/ Publications: Building Design + Construction, LEDS Magazine
● Social networks/ Associations: International Facility Management Association, Linkedin, Facebook,
Twitter
Job Role
● Reports to CEO
● Responsibilities: Managing budgets, investigating new options for new premises, renovations
Challenges
● Staying within budget and finding the most efficient products
Goals
● Stay within budget, keep maintenance costs low, find efficient materials that last
Preferences
● How they like to be reached: face-to-face, email

Buyer Personas #2: Energy Consultant
Background
● Title: Energy Consultant
● Organization size: 100
● Industry: Environmental consulting
Learning
● Blogs / Publications: IEEP Power & Energy Magazine, Infinite Energy, The Green Guide
● Social networks/ Associations: Association of Energy Professionals, Facebook, Linkedin, Twitter
Job Role
● Reports to client
● Responsibilities: reduce consumption, increase efficiency, evaluate systems, provide options
Challenges
● Sustainability, employee day-to-day changes, multiple client locations
Goals
● Find the best energy saving cost efficient products for clients
Preferences
● How they like to be reached: face-to-face, email

Inbound Step2:
Creating messages for
targeted accounts
(Pre-step for ABM)

Key Messaging Insights
Based on competitor analysis, we identified that KUMHO’s competitors focus their
messaging on several key areas:
● Innovation
● Inspiration
● Sustainable
● Customer oriented
● Aesthetic

Based on those areas, we have identified gaps and opportunities for KUMHO.
Gap:
While competitors mention aesthetics of lights, none of them mention how easy
the product is to install
Opportunity:
KUMHO Electric USA is a global certified innovator owns patent for easy-to-install
light panels.

Gap:
None of their websites show how much they love light.
Opportunity:
KUMHO Electric USA treats every product as their families, provide customers the
best products and aftercare services.

Gap:
None of KUMHO’s competitors have strong presence in the Asian market, where
considered as most growing LED light market.
Opportunity:
KUMHO owns strong know-how in Asian LED market, with their 80 years of long
history and well established credibility.

From those analysis, we recommend messaging as following:
Core Pillars: Innovation, Creativity, Dedication
Innovation:
As a LED light innovator, KUMHO Electric USA has pioneered energy efficient that set
the standard for quality and reliability.
E.g. Our team obtained DLC listed patent for LED T8 lamps.
Creativity:
Our commitment to R&D helps KUMHO Electric USA derive new ideas on new products.
E.g. We are constantly looking for new angles to improve existing lines.
Dedication:
Our customer is the priority. KUMHO Electric USA provides guaranteed aftercare
services to support every customer at every step.
E.g. Every product comes with warranty, we also offers customer support platform
to answer any inquiries and requests.

Value Proposition
KUMHO states three points to differentiate the products:
● Great visual with low long run cost
● High quality product
● Easy installation
Therefore, KUMHO’s value proposition will be:
KUMHO Electric is a energy-saving light pioneer specializing in great aesthetic
sustainable luminaires that are US DLC certified, and easy to install.

Mission Statement
KUMHO does not have clear mission statement on the website. However, some
elements in their introduction page can be used. For example,
“Contributing to a steady stream of innovative products”
“Meeting the needs of US companies for best-in-class, cutting-edge, lighting
solutions”
By using those sentences, our suggested mission statement will be:
“To contribute to a steady stream of innovative products by prioritize R&D
commitment and continuing innovation. We strive to meeting the needs of US
companies for best-in-class, cutting-edge, lighting solutions.”

Tactics to use for chosen
account

Tactics
Steps #
of ABM
Tactics Detail
1 Education
Start blog posts inside KUMHO Electric USA website to
inspire consumers.
1
Corporate Social
Responsibility
Develop CSR program by take several memorial days in
action and show positive attitude to show their
association to the sustainability engagement.
2 Communicate
Initiate Facebook, Twitter, LinkedIn to develop social
media presence.
2
Relationship
Building
Conduct feedback survey to build up relationship with
existing customers.Create media plan and prepare to
attend LightFair International 2019.

Create Content
● Education
○ Interactive Web design
○ Video
○ Blog Post
● Corporate Social Responsibility
○ Videos
○ Social Media
Based on our research and competitor analysis we think
content should overall focus education and CSR

Content: Education
(Website, Video, Blog)

Education
We suggest KUMHO to educate customers on following fields
● Know-how of how KUMHO succeeded in Korea
● Facts about LED in general
● Story behind KUMHO’s innovation
● Release of new products/services in LED light market

Interactive Web Design
KUMHO Website is well organized, however, it can
be more interactive and can represent more the
brand personality for KUMHO
The idea is to make everything more appealing to
the consumers
● Fun facts that will connect to KUMHO history
and relevance in Korea
○ The Idea for this is to create a good
relationship with the new market
○ To inform leads without sounding
repetitive
○ Avoid being to dense with information

● Even if KUMHO’s website does a great job showing their product it will be a
good addition to make it more modern by:
○ Creating videos of how to install lights
○ Where the light will go

● Create a mini story videos -
● Ebooks and content offers
● Membership for customer service

● TOOLS TO USE:
○ Calls to action
■ Consumers need to be guided to a call to action. The idea is to call
consumers to jump in on your idea.
○ They can download something or get something
○ The company will get their info
○ Landing page
■ Used to lead generations. Is a page that will be the face of the
search to get important information from the consumer.

Call to action
https://tinapia1.wixsite.com/valenm
ysite
Landing Page

Introductory video
Used as an opening media for website, also applicable for company overview
section on any social medias.
Purpose: Show what KUMHO is to the US market
● Brand personality
● Why customers should choose KUMHO
● What makes their products better than competing products
● Company’s history and strengths, etc.
Meant to educate, inspire and attract viewers. Should trigger emotion.

Competing Brands’ Video - GE
https://www.youtube.com/watch?time_continue=2&v=3AfTNu7eEhU

Blog Posts
Why Blogs?
● Great platform to share know-how and experience to the public
● Ways to show expertise and confidence in the industry
● Attract customers’ attention
● Increase online presence
How does it work?
● Write case studies and articles about product, LED in general, and more
● Connect ideas from social media
● Add hyperlink to generate more leads

Corporate Social Responsibility
Why CSR?
● Customers’ growing interest in companies
● Show community engagement to the public
● Easy to be notified by customers
● Represent company’s ethics
● Becoming key factor to choose product/service

Corporate Social Responsibility
How does it work?
Donating and installing lights to places that may not be able to afford to do so.
Example:
Public schools Homeless Shelters
Retirement homes Hospitals
Public libraries Etc.

Competitor’s Social Responsibility Program:
Panasonic
Problem:
Lack of access to electricity in rural Philippines
What they did:
Create a video shows how scary and hard it can be to live without light at
night
Action taken:
Panasonic Philippines decorated and donated solar-powered lanterns for the
people in these areas
Why successful:
Video is emotionally compelling

Competing Brands’ Social Responsibility -
Panasonichttps://www.facebook.com/pg/Panasonic/videos/?ref=page_internal

Competitor’s Social Responsibility Program:
General Electrics
On Pinterest, GE has different “boards,” some of which include educational
projects and lessons for children. Many of which teachers use to teach their
students.

Step 2 of ABM: Choose your
channel

Choose channels to communicate message
● Communication
○ Facebook/Twitter/Youtube/LinkedIn
● Relationship Building
○ Survey
○ LFI 2018/2019
Since KUMHO has opportunities outside of the internet, we’ll include a channel that
focuses on relationship building via a survey and the light fair.

All social medias: LED Light Facts

All social medias: Commemorative holidays
Commemorative holidays are a great way to expand exposure for the brand.
The use of hashtags and twitter handles is especially important. * NOTE * These types of
posts can be interchangeable between platforms. Longer posts will be more suited for a
Facebook post.

All social medias:
Show KUMHO’s Passion Videos
Our group noticed during our client call the passion that Kenny Cho has for
KUMHO. Despite the language barrier, his passion shined through.
This passion has the potential to be invaluable to KUMHO. When you passion
overcomes language barriers, that’s a tool that should be utilized.

Show KUMHO’s Passion Videos
Kenny’s passion, and the passion of other
C-Level Executives could be shared on
Social Media via:
● Facebook videos
● Instagram videos
● Youtube videos, etc.
These videos could have interpreters or
subtitles to assist with translation as
needed
.
These videos could cover topics such as:
● User convenience
● New products
● The 80 years of experience KUMHO
has
● Emphasize KUMHO’s personality and
purpose
● Journey over the 80 years.

Example Video 1
Link: https://www.youtube.com/watch?time_continue=1&v=LwjX64ZkvsU
Key takeaway: the president talks about his passion for Philips and lighting in general,
exemplifying the brands humans scientific but human tone.

Example Video 2
Link: https://www.youtube.com/watch?time_continue=1&v=LwjX64ZkvsU
Key takeaway: Here you can see how a Asian lighting company is still using a explanataory
step by step video to show a more human side to their company

Twitter: Community building
Networking on social media could be very beneficial to
KUMHO.
For example: following/ interacting with someone such as the
Energy Efficiency Day could increase brand visibility for
KUMHO

Twitter: Community Building
Posts such as this, retweeted by EEDAY, would be a
great way to spread the message of KUMHO’s cost
saving products

Twitter: Community Building
Posts like this show why energy efficiency
matters to KUMHO employees.
And, is a great way to show personality
and passion.
a

Channel: Relationship Building

Feedback Survey
Why Survey?
● To understand what current customer think about KUMHO
● To build relationship by having communication platform
What are they use for?
● To understand KUMHO’s performance in customer’s eyes
● To develop strategy and implementation

Survey Question 1
Take Away:
Question 1 will help you see who loyal customers are and offer an opportunity to appreciate their loyalty.
This question could also help show if customers stopped purchasing from KUMHO at similar times,
implying that maybe they left for similar reasons.

Survey Question 2
Take Away:
Question 2 can provide insight into why customers choose KUMHO

Survey Question 3
S
Take Away:
Question 3 can provide insight into the most effective/preferred purchasing methods

Survey Question 4
Take Away:
Question 4 will show areas to improve in how KUMHO communicates with customers

Survey Question 5
Take Away
Question 5 will show how happy customers are with KUMHO products

Survey Question 6
Take Away:
Question 6 shows how customers feel about pricing.

Survey Question 7
Take Away:
Question 7 will show if KUMHO products are saving customers money on their energy expenses, or if this
is an area for improvement.

Survey Question 8
Take Away:
Question 8 will allow KUMHO insight on which customers value environmental friendliness. Once you’ve
targeted those customers you will be able to direct your sales and marketing approach more efficiently to
meet the targeted company’s needs.

Survey Question 9
Take Away:
Question 9 will show if KUMHO customers are finding the products as convenient to use as KUMHO is
expecting them to

Survey Question 10
Take Away:
Question 10 will provide insight into the best way to reach their customers

LightFair International
● LFI 2018
● LFI 2019
○ Media List
○ Media List Analysis
○ Press Release Sample

LFI 2018 and 2019
● Light Fair 2018: a time for
research on other distributors
and possible media outlets
● Lightfair 2019: work on launch
for KUMHO + Press Release

Tactic: LFI (Sample press release)
Shows benefit for the end consumer in
the headline. Feels like B2C
Sets up the product in way where reader
can see it in possible situations
A quote from president or Kenny, talking
about either new products, or what makes
them so unique. Use human/passionate
language
Introduce KUMHO, and their move to the
U.S, but also their global experience.
Time to embellish on purpose story
(human angle)

Tactic: LFI (sample pitch letter to magazines)
Address the letter to the editor of the
magazine.
Come up with an interesting angle that the
publication could use and readers would
find interesting. Use research on magazine
here.
Explain product and benefits
Name some of the other
distinguishing features,
the editor/writer might be
interested in
Give a small incentive or other
quality resources for story.

LFI Media Chart
Publication About Media Angle for KUMHO
Electric Business
Product reviews, industry news for
electrical contactors, engineers
Focus on the easy application of KUMHO lighting
Health Facilities
Health facility design, construction and
operations professionals
Case studies or show how a certain aspect of a
KUMHO light would be ideal for health facilities
Lighting
Takes a design and creativity when
looking at lights
Showcase new products and how they are different.
Using innovative language.
Architect Architecture industry news Focus on innovation achievements and unique design
MCD Healthcare design and construction
Case studies or show how a certain aspect of a
KUMHO light would be ideal for health facilities

LFI Media Chart
Publication About Media Angle for KUMHO
enLIGHTenment
Lighting industry, every new
innovation, trends
Highlight KUMHO’s products that are most unique,
how they help the planet and consumers.
FMD
Facility maintenance and engineering
managers
Focus on the easy application of KUMHO lighting
LED LED industry news/ LED technology Focus on LED technology advances.
Lighting and decor
Provides lighting and home decor
retailers and designers with products,
ideas, news
Focus on how KUMHO lights can be used in a b2c
setting.
LD + A
The art, science, study, teaching of
lighting. Purpose is to “improve the
practice of lighting”
This is the artsy side of lighting. Show off the science
and innovation KUMHO has come up with, as well as
other contributions to technology.

Step 3 of ABM:
Run your campaign

Action Plan: Gantt Chart
ACTION PLAN

Step 4 of ABM: Measure your
results

Measure your results
Several ways to measure your results:
● Sales
● Marketing
● Social Media
To measure those results, we use KPI.
What is KPI?
“Key Performance Indicator is a measurable value to demonstrate how effectively
a company is achieving key business objectives.”

Sales and marketing KPIs
Sales: Website
Traffic:
Leads
Source:

Social Media KPIs
Short span Long Span
● Google Analytics
● Clicky
● Mint
● GoSquared
● Hubspot
● Other digital marketing
agencies

Sample list of KPI tools online marketing
Tools KPIs What each means
Social Media
(Facebook/Twitter/LinkedIn)
Google Analytics
More likes: People looking at KUMHO’s content
More comments: People interested in what KUMHO
posted
More share: People think KUMHO’s content is
inspirational
Website Clicky
Visitors and Actions: Understand how people use
KUMHO’s website
Heatmap: How people check KUMHO’s website
(similar to buyer journey)
Survey SurveyMonkey Explained in the survey section
LFI Related Excel/Spreadsheet
Offline (In Person, Calls): How many people
impressed immediately
Online (Emails, Social Media, Survey, Forms): How
many people impressed and need more information
from KUMHO for long-run relationship

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