2. Digital marketplace will be crucial in
introducing, for the first time, supermarket
aisle Korean cuisine to American audiences.
3. Demographics
Younger and more tech-savvy demographics
are generally more willing to try new things.
I am using Trader Joe’s Supermarkets to bring
frozen Korean cuisine (“Food for the Seoul,” )
to a America.
Trader Joe’s shoppers are urban, affluent and
adventurous compared to average consumer.
They are the perfect demographic when it
comes to a digital campaign.
4. Strategy
A digital marketing strategy has a number of
aspects and platforms which include the social
media, traditional web based media, and a
strong mobile platform.
The strategy revolves around targeting
audiences based around social media. For
example, there are numerous Facebook pages
dedicated to a love of Korean food, and similar
cuisines like Mongolian BBQ
5. Estimate budget for advertising is $5 million
dollars as I calculate through Google AdWords.
6. Second option
Phase two of a digital strategy would revolve
creating a mobile app that would send out
discounts and product updates.
If the consumer texts back the answer four a
week in a row, he or she gets a buy one, get one
free coupon, or something similar.
This is a fun way for consumers to keep up
with our product line, and to maintain a strong
relationship.
7. A website that stands from the crowd needs to
be maintained.
Trader Joe’s has a strong neighborhood
presence, everything should be done to
incorporate that ethos into the Seoul Food
website.
8. Research also shows that Trader Joe’s shoppers
tend to be more charitable.
I believe a great way to prove that the Food for
the Seoul brand cares about the average person
is to establish a link to donate 5% of profits to
organizations dedicated to North Korean
refugees.
9. The website would incorporate a blog that
highlights various Korean food recipes, with
pictures aplenty, that don’t detract from the
product line.
