3. Executive Summary Core Group
Core Group aims to create a valuable campaign for Sulwhasoo in the New York City geographic At the core of all of us there is natural harmony, beauty and balance. We are Core Group and
market. The proposed goal is to match the success that Sulwhasoo reaped in the Asian marketplace. together we are a powerful, effective force. We are made up of advertising specialists and PR
With a carefully structured media strategy, Sulwhasoo will promote its message of being the most experts who work together to find the perfect balance for our clients and their integrated
effective skin care brand in the market because it contains herbal medicinal ingredients found from communication campaigns.
scientific research and Korean wisdom. Core Group’s proposal offers a set of media outlets that
will help set Sulwhasoo apart from its competition and embed its brand name in the minds of its
consumers.
Core Group decided to focus Sulwhasoo’s comprehensive advertising campaign toward a target
market of Caucasian women aged 35-50 with a household income of $150,000 or greater in the
New York City area. These women are characteristically known to regularly shop at high-end
department stores and make sure to use facial skin care products daily. Additionally, they maintain
a healthy and active lifestyle.
Brendan Bailey is a naturally Christine DeSoto is from Amanda Gorin comes from
bright force within Core Houston, Texas and is the hot spot of Miami,
High-end promotional events such as “The Hamptons Harmony Party” and the Korean fashion
Group. He specializes a PR extraordinaire. Florida. She has a flair for
show inspired “Sulwhasoo Sidewalk Oasis” will be implemented to appeal to the target market.
in creating imaginative She has an aura of event planning and her
Other popular media channels for these women include advertisements in the print magazines,
designs for our clients. His professionalism and a red-hot skills in creative
Gotham and Hamptons. Moreover, Core Group plans to continuously advertise interactively
luminous skills outshine the natural talent for media strategies are a true asset
through social media such as Facebook and Twitter as well as by implementing Search Engine
competition. relations. to Core Group
Marketing by purchasing specific Google Adwords and hosting a monthly Korean inspired event
in Bergdorf Goodman’s. Outdoor advertising will consist of bench ads in Central Park, as well as
bulletins in highly visible locations throughout New York City. Core Group decided a large amount
of promotional events will increase Sulwhasoo’s awareness, knowledge, and liking within the
target market, so there will also be a Sulwhasoo & Soju Cocktail Hour to kick off the launch of the
campaign, and a Sulwhasoo Spa Partnership.
With $300,000 budget, Core Group is prepared to achieve the campaign goals of increasing product
sales by 30% through finding new users in the New York City area, increasing brand awareness
within the target market to 50%, establishing the target market’s understanding and knowledge Brianna Mynar is a highly Jenny Van Der Kar hails Danielle Wood comes from
of the benefits of Sulwhasoo’s unique approach to skin care to 35%, and fostering a strong base of experienced, well- from Dallas, Texas and is an Leander, Texas and is a
repeat customers within defined trade area. rounded PR specialist. advertising strategy master. genuine media expert. She
She has an extraordinary She has a soaring talent inundates every campaign
In conclusion, Core Groups strategy of focusing on the herbal medicinal qualities based from talent for locating and for looking at the overall with pristine, thorough
Korean wisdom will create a lasting impression of Sulwhasoo among Caucasian females 35-50. tracking influential picture and a sky-high work planning and is true asset to
As Sulwhasoo makes its preparations to reinvent itself in New York City, Core Group promises to product leaders. ethic. the team.
elevate Sulwhasoo to the next level and to be there every step of the way. 2 3
4. Situation Analysis company analysis
In 1973, after six years of research, Sulwahsoo products were introduced into the Korean
cosmetics market. It roots, however, stem much deeper. The brand’s parent company,
AmorePacific, began with strong belief of the healing powers of Korean herbs. Overtime, that
philosophy developed into Sulwahsoo, the Ginseng based skin care line and Korea’s first herbal
medicine-based cosmetic line.
Sulwahsoo is founded on the basis of harmony between tradition and science, body and mind,
and nature and humans. Sulwahsoo uses Asian wisdom of natural herbs and contemporary
science to create a Sanseng, the ultimate harmony between opposite energies, and achieve
glowing skin. The design of the products is based in traditional Korean aesthetics. Everything
from the physical shape of the bottles, color, patterns of the boxes, and the Sulwahsoo logo are
Core Group realizes the importance of situation awareness designed to express Sulwahsoo’s philosophy of balance.
Sulwahsoo is a luxury brand that uses only the highest quality of ingredients. Besides offering
high-quality products that address almost any skin care concern, Sulwahoo prides itself in its
in conducting effective decision-making and planning
unique counseling services. The brand is a truly unique one with a tremendous amount to offer
activities. In the situation analysis, Core Group identifies its customers.
elements relevant to the internal and external environment
of the brand, the comprehension of their meaning, and the
projection of their status into the near future. Lastly, an
overview of Core Group’s primary and secondary research f
indings is provided, followed by the key insights which were
derived from this research.
4 5
5. market analysis product analysis
Sulwhasoo is entering the market during a time Sulwahsoo offers a large variety of products from skin care to hair care. Their basic line for
of economic uncertainty. Although the economy “natural health” is a six-step system that is meant to hydrate, moisturize, and revitalize skin
is beginning to show some signs of improvement, as well as reduce wrinkles and keep skin looking young. It uses a variety of natural Korean
many Americans are still concerned about their herbs to deliver powerful nutrients to the skin and restore its natural health. The basic line is
spending. Wealthy Americans were the least packaged in sleek bottles with traditional Korean colors of tan and cream.
affected by the recession and are beginning to
make luxury purchases again. Sulwhasoo offers four other skin care lines for specific needs including Snowise, Hyrdoaid, Extra
Refining, and a Men’s Line. They also offer several additional products than can be added to any
There is a current trend towards “going green and regimen for increased results.
increased interest in natural and organic products.
Products ranging from laundry detergent to food Sulwahsoo is a luxury brand with high-quality ingredients. The products in the basic skin care
have begun to produce environmentally safe line range in price from $60 to $120. The products in the special line are upwards of $250 and
products. Americans are beginning to care about those offered in the premium line are upwards $400. The cleansing products range from $30 to
ingredients and brands that have implemented $40+.
organic ingredients in their products have
benefited from this trend. Many consumers
that buy organic products enjoy the image that
accompanies the purchase, and may be more
inclined to choose the product if words such as
“natural” or “organic” appear on the packaging.
A baby boomer turns 50 every seven seconds.
As the younger members of the baby boomer
generation continue to age, one of the largest
groups in America will be in the prime stages
First Care Balancing Balancing Revitalizing Firming Rejuvenating
of their lives for anti-aging products and other Serum Water Emulsion Serum Cream Eye Cream
cosmetics. This group also has a large amount
of disposable income. Baby boomers between
the ages of 46-54 control 70% of the total net
worth in the U.S. This is too large of a group, with
too much buying power to be forgotten in the
marketing strategies.
6 7
6. competitive analysis • Origin: Japanese
Shiseido
• Where Sold: High end department stores to lower end
department stores such as Macy’s and Sephora
• Selling Feature: focuses on three core values of rich, human
Sulwhasoo positions itself as a luxury product that focuses on fundamental rather than immedi-
science, and omotenashi
ate restoration. Some of its major competitors include: La Mer, Sisley, La Praire, Shiseido, Estee
• Price Range: $35 - $90
Lauder, SK-II, and Lancome These brands range in price, philosophy, and science.
• Advertising: Angelina Jolie as a spokesperson in 2006
• Origin: French
La Mer
• Origin: #1 beauty marketer in the United States
Estee Lauder
• Where Sold: High end department stores
• Where Sold: Anywhere beauty products are sold
• Selling Feature: A “miracle broth” that erases scars; focuses on
• Selling Feature: Re-Nutriv Collection
specialized treatments for individual needs
• Price Range: $50 - $125
• Price Range: $135 - $1,650
• Advertising: Huge advertising effort; social media presence;
• Advertising: Minimal advertising efforts
featured Elizabeth Hurley as a spokesperson
• Popular Products: Creme de la Mer
• Popular Products: Advanced Nigh Repair Serum
• Origin: French
Sisley
• Where Sold: Mostly in France, but available in 80 countries and • Origin: Japanese
SK-II
five continents • Selling Feature: Pitera, a nutrient-rich liquid found in Sake that
• Selling Feature: Use of phytocosmetology - a technology that helps to soften skin
uses natural plant extracts • Price Range: $50 - $200
• Price Range: $70 - $500 • Advertising: Print and TV; credited for saving the brand and
• Advertising: Sales promotions, price-off promotions, sampling expanding awareness in the past decade
• Popular Products: Skin Signature Melting Rich Cream
• Origin: Swiss
La Prairie
• Selling Feature: Patented Cellular Complex; focuses on youth and • Origin: French
Lancome
• Where Sold: High end department stores
combating premature anti-aging
• Selling Feature: delivers French elegance
• Price Range: $150 - $500
• Price Range: $50 - $200
• Advertising: TV ads; tagline is “Performance Beyond
• Advertising: features spokespersons such as Julia
Expectations”
Roberts, Kate Winslet, and Anne Hathaway; one of the top
• Popular Products: Swiss Cellular Serum; Swiss Cellular Radiance
advertisers in the luxury beauty arena
Cream
8 9
7. consumer analysis SWOT analysis
Sulwhasoo has many potential problems and opportunities to consider when determining the
Although Sulwhasoo is already a strongly established brand in several countries, the company
campaign plan. A quick look at the strengths, weaknesses, opportunities, and threats will help to
has only recently started to offer products in the United States, and little information is available
gain a greater understanding of Sulwhasoo’s position in the current market.
on the exact demographics of the US consumer. However, in Honk Kong, the average age of their
consumers is 28-42, and in Korea, it is slightly higher.
• Sulwhasoo is the first Korean herbal medicine • The lack of instantaneous results may be
Strengths Weaknesses
Sulwhasoo currently sells its products in Bergdorf Goodman in New York, both in-store, and skin care to enter the US giving them a discouraging to some potential users
via their website. Therefore, it is safe to assume that Sulwhasoo’s customer base currently can competitive advantage
• The budget for promotion is relatively small
be limited to the customers of Bergdorf Goodman. Sulwhasoo currently targets three classes of
• The unique counseling services Sulwhasoo ($300,000/year)
consumers: offers suggests that Sulwhasoo understands the
value of getting to know their customers and • Sulwhasoo does not offer scientific evidence of
provides Sulwhasoo with a strong foundation for proven results on their website
relationship selling
• Household income of • Income of $80,000+ • Household income of
Wealthy and Established: Global Professional: Affluent Natural Living:
• The lack of locations to purchase the product
$200,000+ • Employed full-time $100,000+ • The brand offers a unique ingredient not used in is inconvenient for consumers and reduces the
• Doesn’t need to be • Uses facial skin care daily • Doesn’t need to be other skin care brands, Ginseng number of potential buyers
employed • Travels internationally employed • Americans are relatively uneducated on the
• Uses facial skin care daily • Willing to try new brands • Uses facial skin care daily powers of Ginseng in the context of skin care
• Willing to try new brands • Shops at department stores • Willing to try new brands
• Shops at high end • Likely to be urban • Shops at department stores
department stores • Lifestyle traits: career • Suburban or urban
• Sulwhasoo can use its parent company, • American opinions of Korean products are
Opportunities Threats
• Likely to live in suburbs driven, reads business • Lifestyle traits: health
AmorePacific, to help establish credibility in the relatively neutral creating an opportunity for
• Lifestyle traits: travel, books and magazines, food/vitamins, yoga, American market Sulwhasoo to create, not combat, a perception of
foods, trends, fashion, networking events, foreign charities/causes, self-help, their brand
• The economic stamina of Sulwhasoo’s target
social status, culture, home languages holistic well being market provides an opportunity for growth, even • The current trend toward natural and organic
decorating during period of recession products is something Sulwhasoo can capitalize
on
• Some of Sulwhasoo’s largest competitors utilize • Sulwhasoo is facing competition from brands
The high price of the product will limit the consumer demographics to those with higher very little advertising, giving Sulwhasoo an that have been prevalent in the American market
advantage if they decide to do so for many years and established long-term and
incomes. As long as Sulwhasoo is only offered in one location, the company is also heavily
supportive relationships among customers
limiting the potential to reach a wider variety of consumers. Offering the products in stores • American opinions of Korean products are
such as Whole Foods will provide great opportunity for reaching the “Affluent Natural Living” relatively neutral creating an opportunity for • Other brands are beginning to offer all-natural
Sulwhasoo to create, not combat, a perception of product ingredients
consumers, who have proven they are willing to pay a premium price for products with higher their brand
quality ingredients. • Other brands are more catering to American’s
• The current trend toward natural and organic desire for instantaneous results
products is something Sulwhasoo can capitalize
on
10 11
8. primary research Marketing Recommendations
•
Core Group conducted a twenty-one question survey and six in-depth personal interviews to
gain further insight about the target market’s opinions of skin care products. A total of 132
respondents participated in the survey. The research provided a valuable basis for Core Group to
craft the marketing recommendations and campaign strategy. The following list is composed of
the most important key insights derived from the research.
Key Insights
• There is very little awareness of the Sulwhasoo brand among the audience interviewed
• The main suggestion among respondents for changing something about the product included
using more expensive materials in the production of the bottles. Reactions to the color scheme
of the packaging were mostly positive. In the following section, Core Group describes a general
• Among the skin care concerns reported, anti-aging, cleansing, moisturizing, sun damage, and
adult acne ranked the highest, respectively. Few reported interest in purchasing an entire line
course of action and recommendations for Sulwhasoo. After
of products by the same brand without first being able to sample each product.
• The majority of respondents reported purchasing their skin care items in-store. Respondents
identifying the potential target market and the opportunities
rarely went online to buy products. Magazines, salespeople, and friends were listed as the
sources from which respondents retrieved their information about skin care.
that await, Core Group proceeds to discuss organizational
• Respondents were extremely brand loyal. New research, recommendations from a
strategies and the different aspects of the marketing mix.
professional, recommendations from a trusted salesperson, and being able to sample new
products were listed the most frequently as reasons that respondents might consider Segmented by product, price, distribution, and promotion, Core
switching brands.
• Most respondents reported little knowledge about Korean products and Ginseng for topical
Group’s marketing reccomendations are generally designed
usage, but were open to the idea. Both the idea of “healing from the inside out,” and herbal-
based skin care received positive responses.
to achieve three main marketing-related goals: increase in
• Chanel and Lancôme were the brands that respondents listed the most frequently when asked
what brands they consider luxury skin care brands.
product sales, brand awareness, and product knowledge.
• Respondents repeatedly chose effectiveness as being the most important quality when
choosing a skin care product.
11
13 12
9. target market campaign goals
1. To increase product sales by 30% through finding new users in the New York City area
Sales
Core Group has selected to target Caucasian
women, ages 35-50 throughout the proposed
campaign. These women regularly shop at high
2. To increase brand awareness within the target market to 50%
Brand Awareness
end department stores and make sure to use facial
skin care products daily. They are not necessarily
employed, but have a household income of at least
3. To establish the target market’s understanding and knowledge of the benefits of Sulwhasoo’s
Knowledge
$150,000. They may or may not have children,
but if they do, these children are likely growing unique approach to skin care to 35%
older, and they are gradually feeling more
comfortable spending more of the household
4. To foster a strong base of repeat customers within defined trade area
Loyalty
disposable income on themselves.
Maintaining a healthy lifestyle is one of the most
important things to the target market. They
frequently shops at health food stores such as measurement
Whole Foods, and has proven their willingness
to pay more for a product that contains higher
quality ingredients. They visit the gym and
exercise frequently, and their appearance is very
important to them. The group knows that they are Sulwhasoo will conduct a survey in
reaching a point in their life where taking care of the New York City area with a sample
their skin is crucial if they want to minimize the consisting of people in the target market
appearance of aging. a month before the campaign launches.
A final survey will be conducted at the
These women are interested in a skin care line end of the campaign to measure the
that can minimize the effects of aging on their total change in percentage for both
skin, and fits in closely with their active and brand awareness, understanding and
natural lifestyle, through style, a strong brand knowledge. This will determine whether
image, and high-quality, natural ingredients. or not the campaign is effective in
achieving the stated objectives.
13
14 14
10. strategy In the United States, Bergdorf Goodman
Distribution
New York is the only luxury department
store through which Sulwhasoo is currently
distributed. Distribution of Sulwhasoo to
additional luxury department stores, such
Core Group recommends that the packaging of Sulwhasoo’s Basic Line be altered to represent the as Neiman Marcus, Saks Fifth Avenue, and
Product
high-end and luxury product that it truly is. The current material that the packaging is comprised Barney’s New York, should be considered in
of is plastic, which conveys to the consumer that the product is not of superior quality. If the order to give the brand a greater presence
product were to be encased in a thicker plastic or glass packaging, the brand image of lavishness and accessibility among its target audience.
and luxurious beauty will be expressed. Creating relationships with such national
retailers will provide Sulwhasoo with the
Additionally, the coloring of the packaging should be richer. Primary research suggests that the foundation for a smooth transition in its
colors do not stand out against the competition and that richer coloring will communicate quality eventual expansion to the West Coast.
and luxuriousness.
The actual shape of the packaging should remain the same because it accurately reflects
Sulwhasoo’s concept of harmony and balance. In additional to traditional media efforts, Sulwhasoo should place a large emphasis of the
Promotion
promotional activities on public relations, in-store events, and sampling. The relatively low
The marketing goals can be achieved by modifying the packaging because the target market will cost of these methods will ensure Sulwhasoo the greatest opportunity to achieve the marketing
be more likely to be attracted to the product, which will increase brand trial and brand awareness. goals among the target market.
Public Relations efforts should include reaching out to influencers, such as those who frequently
Sulwhasoo is a premium skin care line with premium pricing. Currently, products prices range blog about skin care and related causes, allowing audiences to gain increased knowledge of the
Price
from $30-$400+. The pricing of Sulwhasoo products is placed appropriately for the value brand and product benefits. Sulwhasoo should also invite key members of the press to their
customers receive. The pricing of products should remain constant but other areas, such as events to generate positive buzz about the brand.
product packaging and advertising, will be increased and improved to highlight the value and true
worth of Sulwhasoo products to help justify the high price-tag. In-store events, hosted after hours by Sulwhasoo will provide customers with a relaxing and
sophisticated atmosphere to sample the line and become educated on the benefits of the
Smaller versions of popular products can be made available for customers to purchase at lower product.
price points for the purpose of trial usage. With smaller quantities, pricing can naturally be
decreased without affecting overall revenue. With a lower price for specialized smaller quantities Sampling is an effective way for users to be able to try the product without having to purchase
of the most popular products, potential customers will be more likely to buy a Sulwhasoo an entire bottle. According to research, members of the target audience place heavy emphasis
product for the first time, use the product for an appropriate amount of time to see the benefits on the importance of trying products pre-purchase, so Core Group feels sampling is an
of the Sulwhasoo brand, and purchase more, normal sized products becoming a loyal Sulwhasoo important part of Sulwhasoo’s promotional strategy.
customer.
15 16
11. Campaign Strategy target audience
Catherine is a stay-at-home mother with two children
Catherine Jelf - age 44
in high school, a boy and a girl. Her husband is at the
prime of his career, so the family has a high disposable
income and Catherine is finally able to spend money
on herself without feeling guilty about it. She enjoys
visiting vineyards on the weekends, relaxing in health
spas, and participating in a local book club in her
free time. Catherine is health conscience and goes to
yoga and pilates classes 4 to 5 times a week. She is
also aware of the importance of nutrition and spends
several hours a week planning healthy, organic meals
Great campaigns are created by narrowing in on “big idea” for her family. She takes vitamins daily and is hoping
to find a skin care product that combats anti-aging
that resonates with the target market. Core Group believes that while providing important nutrients to her skin.
without a core concept, campaigns will not be effective. Using Melanie Carmichael - age 35
Melanie is a single investment banker living in Upper
research and a bit of insticnt, we hone in on that one aspect East Side. She is extremely hard working and career-
oriented, but insists the key to her success is achieving
a healthy balance between work and free-time. To
help unwind, Melanie enjoys shopping, frequenting
that place our client’s brand at the top of consumer’s minds.
trendy night clubs and bars, and working out with
her personal trainer. Melanie also enjoys running
In the next chapter, Core Group reveals the “big idea” behind
in Central Park when the weather is nice. Although
she has a busy lifestyle, Melaine invests a significant
Sulwhasoo products and the engine that drives the media
amount of time in her appearance and is looking for
a skin care product that helps keep her skin healthy.
objectives, choices and campaign strategy.
She has worked hard to achieve her success and
knows results do not always come quickly, so is more
concerned with finding a quality skin care product
that helps maintain glowing skin and fix fundamental
problems.
17 18
12. message objectives
Sulwhasoo is the most effective skin care brand in the market
Advertising Objectives
1. To create awareness of the ad among 35 percent of members in the target audience
because it contains herbal medicinal ingredients found from 2. To establish a favorable attitude towards of the ad among 75 percent of target audience
years of scientific research and Korean wisdom.
members that view the ad
3. To create awareness of the ad so that members of the target audience are more likely to
recognize the Sulwhasoo name in other areas of the campaign
4. To create favorable opinions of the ad so that members of the target audience are more likely
to positively receive other aspects of the campaign in turn increasing their overall liking of the
“Unearth the mystery of Korean beauty.”
Sulwhasoo brand.
Media Objectives
1. By advertising in the two high-end, luxury 1. Bench advertisements placed in Central
Magazine: Outdoor:
magazines, Gotham and Hamptons, with Park will provide a daily effective circulation
circulations of 65,000 and 40,000 respectively of 7,000 people. This will occur in the fall and
Sulwhasoo’s target market will be successfully spring seasons for four weeks each.
reached.
2. 26’ x 24’ bulletins will be placed in highly
2. Through reaching affluent residents in the visible locations in New York City with a daily
area, magazine achieves a 35% awareness of effective circulation of 89,000 people.
the Sulwhasoo name and product offerings.
3. Sulwhasoo’s out of home campaign will
3. By advertising with Gotham and Hamptons, achieve 40% awareness of the brand name
Sulwhasoo will get the added value benefits and 30% knowledge of its location in Bergdorf
of continuous editorial consideration, brand Goodman throughout the geographic market.
sponsorship of events, online and electronic
promotional support, and direct mail and
polybagging opportunities.
19 20
13. 1. Search engine marketing (SEM) will aid 1. Sulwhasoo will foster positive brand
media prof iles
Online: Events:
Sulwhasoo in getting its name out to visitors attitudes in the target market. Event
and residents of New York City, and inform sponsorship is the most necessary advertising
consumers that Sulwhasoo’s products are medium needed to achieve this.
natural, organic, and luxurious. With a high Core group plans to use two high-end luxury magazines, Hamptons and Gotham, to successfully
Print
percentage of Internet users in the geographic 2. Donating 300 samples of Sulwhasoo’s reach the target audience. The general target audience for both of these magazines are females with
location, this is critical. basic line to luxury Hampton’s spas will be a household income in excess of $200,000. Both magazines are distributed in the New York City
effective because the target market will get the area to spas, restaurants, targeted retailers, newsstands and directly to reader’s homes. They focus
2. The cap on the cost per click budget at opportunity to interact with Sulwhasoo and on fashion, entertainment, parties, beauty, business, and other cultural events in and around the Big
$1,875 per day, bringing the total CPC budget to experience the brand in a luxury and familiar Apple.
a maximum of $22,500. setting.
By advertising with Niche Media publications, Sulwhasoo obtains a wide variety of added value
3. Facebook and Twitter pages will increase 3. The Korean inspired event at Bergdorf benefits including branding, sales support, event support, and online promotional support. As a
the target markets knowledge and liking Goodman’s will educate the target market partner, Niche Media will continuously look for creative ways to keep the brand top-of-mind to their
of Sulwhasoo by having an interactive and of Sulwhasoo’s products and benefits while readers in the editorial pages of the magazine. Additionally, Sulwhasoo is invited to submit photos
personal connection with the brand. focusing on the unique Korean wisdom and from their events to be placed in the ‘Flash’ section that showcases the latest events, charities, galas,
culture that Sulwhasoo’s science is based on. and parties in both the New York City and Hamptons areas.
1. Press releases given to press members 4. Sulwhasoo & Soju Cocktail Hour will
Circulation - 65,000
Public Relations:
Gotham:
and influential bloggers will be strategically aim to educate the guests about the history
released before events to increase interest and of Sulwhasoo and familiarize them with Readers of Gotham are likely to dine out more than one time per week,
awareness. the product in a memorable way that will drink luxury spirits, premium beers, and imported wines, attend
encourage the formation of favorable attitudes cultural performances, frequent nightclubs/lounges, and exercise more
2. Promotional packages given to influential toward the brand amongst key figures in the than two times per week. Compared to the general population, Gotham
skin care bloggers in New York City will industry and media. readers are 2x more likely than the national average to go on a ski or
induce them to write about the brand and its golf vacation and purchase women’s designer fashion and accessories.
product line and thus increase awareness and 5. Sulwhasoo Sidewalk Oasis will focus on They drive luxury cars, own designer watches, and purchase health and
knowledge among their followers. educating consumers about Sulwhasoo’s beauty products regularly.
restoration properties. In addition to creating a
positive association with the Sulwhasoo brand,
Circulation - 40,000
Hamptons:
the store will help to generate PR.
Hamptons magazine chronicles one of the world’s most exclusive
6. Hampton’s Harmony Party aims to foster
resort communities, and brings it all to you week after week. Readers
more knowledge of the Sulwhasoo brand
of Hamptons are likely to vacation abroad each year, visit a spa during
and it’s lasting results and ultimately causing
vacation, attend cultural performances, and are likely to exercise more
more members of the target market to adopt
than two times per week.
Sulwhasoo as their skin care brand of choice.
21 22
14. Core Group is strategically utilizing the best of New York’s outdoor advertising to promote the Core group will strategically release press releases and conduct consumer promotions. These
Outdoor Public Relations
Sulwhasoo brand and create awareness. activities will solely focus on reaching key influencers in the press and blog world to create a
positive buzz about Sulwhasoo products.
DEC - 7,000
Benches:
Core Group will use bench advertising in Central Park Press releases will be written to give to press members and influential bloggers. Press releases
Press Releases:
during fall and spring seasons for four weeks each. Central will include information about the Sulwhasoo brand, in-store and out-of-store events and the
Park is located two blocks from Bergdorf Goodman and is a brand’s healing benefits. Press releases will be strategically released before events to increase
popular recreational location for our target markets. interest and awareness.
Promotional packages, including sample-size Sulwhasoo products and literature, will be
Consumer Promotions:
DEC - 89,000 given to influential skin care bloggers, especially those with an emphasis on New York
Bulletins:
Core Group will use 26’ x 24’ bulletins in highly visible City. Sulwhasoo social media experts will research which blogs and bloggers are most relevant
locations in New York City during each of the three flights and connect with them. These people will be personally invited to various Sulwhasoo events
for four weeks each. The displays provide impact in throughout the year. Some blogs to consider include the following:
size, placement, color and lighting and allow for creative
flexibility. Core Group will use these large forms of outdoor
advertising during high traffic season within the season to
maximize reach and frequency.
Core group will utilize search engine marketing and social media to help effectively reach our
Online
target market online.
Search Engine Marketing will help to increase Sulwhasoo’s visibility in search engine result pages. www.outblush.com www.blog.bergdorfgoodman.com
SEM: Outblush 5th and 58th
Core Group plans to implement specific Google Adwords about Sulwhasoo’s name, location,
and products to create a presence online. The keywords “natural skin care,” “natural skin care
companies,” “luxury skin care,” “organic skin care,” and “skin care brands” will used by consumers
in the information search process, when they are most ready to absorb information about new
brands.
Facebook and Twitter are cost-effective tools that provide ample amounts of information to
Social Media:
members of the target audience. Those who become followers and friends of the Sulwhasoo pages
will receive insider information and tips about the brand as well as special deals and give-a-ways.
www.vanityfair.com/online/wolcott www.javkandhill.typepad.com
Vanity F Blog
air Jack and Hill
23 24
15. Core group will utilize search engine marketing and social media to help effectively reach our strategy
Other Marketing Communication
target market online.
Sulwhasoo will be using a variety of different events, scheduled continuously and also centered August 22, 2011 - June 22, 2012
Events: Continuous Media
around New York City’s Fall and Spring fashion weeks. Events will center around Korean TOTAL: $98,240.48
wisdom, and Sulwhasoo products’ relaxing and natural healing skin care effects. Events will
Core Group’s media plan for Sulwhasoo employs continuous elements throughout the campaign
include personal, one-on-one interactions between Sulwhasoo brand representatives and
to stay top of mind with the target. Foundational elements help to build awareness and
key influencers, bloggers, and beauty experts and also up scale parties hosted by Sulwhasoo
knowledge of Sulwhasoo’s products and develop loyal customers.
highlighting the brand’s healing powers. Events will have a natural, relaxing mood all while
centering around Sulwhasoo’s Korean wisdom. Target audience members will be reached in
both in-store, at Bergdorf Goodman, and out-of-store events, strategically located near Korean
Print: $67,400 Monthly In-Store Parties:: $7,113
designers at Fashion week and at other locations that target audience members frequent, such as Core Group plans to place four full page Each month Sulwhasoo will host a Korean
Central Park. ads in the March Fashion issue, the April/ inspired event at the store in Bergdorf’s.
May issue, November issue, and December The events will include free consultations,
issue. Gotham will successfully reach prize baskets of Sulwhasoo products,
Sulwhasoo will donate 400 samples of their basic line to luxury spas throughout the Hamptons. 65,000 members of the target audience and traditional Korean snacks. They
Spa Sample Give-Aways:
The cost of the samples is $23,212 and the cost of getting the spas to promote and use our which will increase awareness and will educate the target market of the
products is estimated to be $5,000 since the spas already have skin care products they use knowledge of the Sulwhasoo name. Sulwhasoo’s products and benefits while
and sell, so they will need an incentive to promote Sulwhasoo. This promotion will be effective focusing on the unique Korean wisdom and
because the target market has the disposable income to visit spas on a frequent basis and culture that Sulwhasoo’s science is based
on. The events will be promoted through
Social Media: $300
because they spend their summer months in the Hamptons. It will be a perfect way for Melanie $300 total will be allocated toward social
and Catherine to interact with Sulwhasoo and get to experience the brand in a luxury and media. Sulwhasoo will create a Facebook Sulwhasoo’s Facebook and Twitter, the
familiar setting. page and Twitter account to inform Sulwhasoo website, and in the Bergdorf
followers about the Sulwhasoo brand. The Goodman’s store.
pages will include helpful skin care tips,
a daily interesting factoid about Korean
wisdom’s influence on Sulwhasoo products,
SEM: $22,500
$22,500, or 90% of the total online budget,
and important information about events
will be used to make this SEM effective as
happening in and out of the Sulwhasoo
a major support medium. Seven keywords
store.
will be purchased to support continuous
Consumer Promotion: $928.48 events and general inquiries.
Core Group will send five samples to each
of the four blogs listed in the media profiles
section to generate buzz about the product.
25 26
16. August 29, 2011 - September 23, 2011
flFlight I: F Restoration
all
Saturday, September 3rd
Sulwhasoo & Soju Cocktail Hour: $10,000
TOTAL: $58,500
Less than a week after the official launch of the campaign, Sulwhasoo will kick the beginning of their
Fall marks nature’s transition from the summer to the winter. Nature begins the process of campaign off with an exclusive bash at Bergdorf Goodman’s New York. Key members of the press
preparing for the long, cold winter months and our skin is no different. The Fall Restoration flight will be invited to help create buzz about the upcoming campaign. On the day of the party, Bergdorf
will focus specifically on Sulwhasoo’s restoration process for when skin’s vital energies fall out Goodman’s will be transformed into a swanky Korean-
of balance. The flight also revolves around New York’s famous fall fashion week, a key interest inspired cocktail lounge, adorned with lavish red
of the target demographic. Sulwhasoo will build awareness through extensive print and outdoor and gold decor to create an ambiance of harmony,
advertising while utilizing the highly publicized events to help gain free PR. balance and elegance. While guests are mingling with
Sulwhasoo’s brand experts and consultants, they will
be served complimentary Soju Ginseng Berry martinis
along with traditional Korean appetizers. Ultimately,
the event will aim to educate the guests about the
Print: $16,850
In addition to the continuous placement
history of Sulwhasoo, including the Asian wisdom
in Gotham, Sulwhasoo will also place one
and research upon which the brand was founded, and
additional full page ad in Gotham’s special
to familiarize them with the product in a memorable
B
Fall Fashion week issue to specifically
way that will encourage the formation of favorable
promote Sulwhasoo’s special events
attitudes toward the brand amongst key figures in the
occurring during the week.
Benches: $5,650 industry and media.
42 benches through out Central Park
will be utilized as display advertising
during the four week flight. Central Park
Friday, September 9th
is located directly across the street from
Sulwhasoo Sidewalk Oasis: $6,000
Darosch Park where many of the week’s Sulwhasoo will create its very own “pop-up” store outside of Lincoln Center on the same date as
events are held. The park is also a prime Concept Korea’s fashion show. The fashion show features popular Korean designers such as Lie
place to reach the target market while Sang Bong, Steve J & Yoni Po, Do Ho, and Bum Suk Choi. The theme of the show is inspired by
they exercise, one of their many interests Korean’s contemporary film, fine arts, and fashion cultures and will be the perfect opportunity for
and concerns. Sulwhasoo to capitalize on its rich Korean wisdom and history.
The pop up store itself will focus on educating consumers about Sulwhasoo’s restoration properties
while providing a natural oasis for fashion-week-goers to relax in between events. There will be
Bulletin: $20,000
One 26’ x 24’ bulletin will be used during
lounge chairs with free shoulder massages, product give-aways, and extensive information about the
the four week flight to reach city-goers as
product available. Free cocktails created from the same ingredients used in Sulwhasoo’s products
the travel to and from fashion week events
will be provided along with other traditional Korean snacks. Besides creating a positive association
and their regularly scheduled routines.
with the Sulwhasoo brand, the store will help to generate PR.
27 28
17. January 30, 2012 - February 24, 2012
flFlight II: Spring Rejuvenation
TOTAL: $48,500
The second flight in Sulwhasoo’s campaign strategy, Spring Rejuvenation, will focus on the healing
properties of Sulwhasoo products. Spring is the season of nature’s rebirth and a time for skin
to repair and heal. The flight also corresponds directly with New York’s spring fashion week so
Sulwhasoo can capitalize on the high traffic and publicity of the events. Sulwhasoo will build
awareness through extensive print and outdoor advertising while utilizing the highly publicized
events to help gain free PR.
In addition to the continuous
Print: $16,850
placement in Gotham, Sulwhasoo will
also place one additional full page ad in
Gotham’s Jan/Feb issue to specifically
promote Sulwhasoo’s special events
occurring during the week.
Benches: $5,650
42 benches through out Central Park will Friday, September 9th
Sulwhasoo Sidewalk Oasis: $6,000
be utilized as display advertising during
Sulwhasoo will create its very own “pop-up” store outside of Lincoln Center on the same
the four week flight. New York City’s
date as Concept Korea’s fashion show. The fashion show features popular Korean designers
spring fashion week will be used to
such as Lie Sang Bong, Steve J & Yoni Po, Do Ho, and Bum Suk Choi. The theme of the show is
highlight Sulwhasoo’s healthy, rejuvenated
Bulletin: $20,000
One 26’ x 24’ bulletin will be used during inspired by Korean’s contemporary film, fine arts, and fashion cultures and will be the perfect
skin care products.
the four week flight to reach a high opportunity for Sulwhasoo to capitalize on its rich Korean wisdom and history.
number of target audience members
and guests in New York City for fashion The pop up store itself will focus on educating consumers about Sulwhasoo’s restoration
week. Bulletins during these times will be properties while providing a natural oasis for fashion-week-goers to relax in between events.
beneficial because of the high number of There will be lounge chairs with free shoulder massages, product give-aways, and extensive
influencers, and target market members information about the product available. Free cocktails created from the same ingredients
in the city for fashion week. used in Sulwhasoo’s products will be provided along with other traditional Korean snacks.
Besides creating a positive association with the Sulwhasoo brand, the store will help to
generate PR.
29 30
18. June 4, 2012- June 29, 2012 Saturday, June 9th
flFlight III: Summer Relaxation Hamptons Harmony Party: $20,000
TOTAL: $84,759
Sulwhasoo will host an upscale party in the Hamptons to celebrate the summer season. The
The third flight in the Sulwhasoo campaign, Summer Relaxation, will focus on promoting relaxation party will take place at a rented clubhouse or home in a Hamptons area and will be expected
for the mind. Summer is a season associated with taking a break from the hassles of every day to have near 500 guests. Key influencers, such as bloggers and members of the press, along
life and spending time on oneself. Sulwhasoo products are more than just about repairing skin, with loyal Sulwhasoo customers will be invited. At the party, guests will enjoy fresh, summer
they also are about creating a sensory experience and helping one relax. The flight will be in The foods, including iced ginseng tea and Korean inspired dishes. Sulwhasoo beauty experts will
Hamptons, a popular summer get-away destination for the target market. Sulwhasoo will utilize be on hand to give facials and apply Sulwhasoo products to guests while creating a relaxed
print advertising in Hamptons magazine, host an exciting summer event, and spa give-aways to environment for the celebration. Brand experts will float around the party, asking party goers
promote knowledge about Sulwhasoo products while reminding Sulwhasoo users that the product what their personal experience with Sulwhasoo has been and encouraging them to give their
is also the perfect way to add a few minutes of relaxation into their day. own personal testimonials. Sulwhasoo guest speakers will present their own personal stories
about their results and how their skin has not only improved, but also been reborn since using
the product. Brand experts will also promote Sulwhasoo’s summer partnership with local
June 15th - July 14th luxury spas, reminding guests that Sulwhasoo products will be featured in local Hampton’s
Core Group will place six full page
Print: $47,250 Sulwhasoo Spa Partnership: $17,509
area spas. Guests will leave the party with not only more knowledge of the Sulwhasoo’s lasting
ads in Hamptons magazine in the Sulwhasoo will sponsor a month-long results, but also relaxed and ready to take on the summer with Sulwhasoo as their skin care
Memorial Day, Father’s Day, July 4th, spa event at luxury spas in the Hamptons provider.
Summer Fashion, Best of, and Polo such as E Day Spa and Salon or Anna’s
issues. These ads will continue build Spa. Sulwhasoo will offer 300 samples
brand awareness with the target of their basic line to the selected spas
market while they are vacationing in for no cost. The spas will then promote
The Hamptons. the line by offering the samples to
customers during their visit and also
giving them the remainder of the samples
to take home with them. This will get
local spas familiar with the brand and
hopefully result in future buying of the
products. Additionally, the target market
will have a positive experience with the
brand because not only do they have an
interaction with Sulwhasoo at a luxury
spa that they already enjoy, but also they
will be able to take home the rest of the
product and have more interactions
with the brand in the comfort of their
own home. Sulwhasoo as their skin care
provider.
31 32
20. Creative Strategy creative brief
To establish a strong brand presence in the United States for a product that is already number
What are we advertising?
1 in Korea.
Women, ages 35-50. These women regularly shop at high-end department stores and make
Who are we talking to?
sure to use facial skin care products daily. They are not necessarily employed, but have a
household income of at least $150,000.
The majority of them have never heard of Sulwhasoo, and therefore it does not come to mind
What do they currently think?
In today’s cluttered world, campaigns may have the when they consider high-end skin care products.
Sulwhasoo is a well-established brand that has already proven itself by becoming the number
perfect strategy, but with out proper creative execution, they What do we want them to think?
one skin care brand in Korea. Sulwhasoo is made of a unique blend of herbal-medicinal
ingredients, and it works. The unique combination of ingredients and Asian wisdom that go
will be looked over by the target market. Core Group avoids
into Sulwhasoo have created a product that will heal your skin inside-out, and is unlike any
other product available in the United States.
this by centering the design of each ad around the message
of the product to create an integrated and consistent
Using a unique blend of herbal-medicinal ingredients, Sulwhasoo creates and maintains
Single Most Important Thing:
healthy, youthful skin by rejuvenating it from the inside out.
campaign across all platforms. In the Creative Strategy, Core
Group presents the creative brief and executions of each of
The product has been preceded by years of research on the ingredients, and has already
Why should they believe it?
established itself as the number 1 skin care in Korea.
the media choices.
Mysterious, peaceful, natural
What is the tone of the ad?
35 36
21. continuous fall restoration
The following are drafts of the creative
executions for the Fall Rejuvenation
flight. The billboard and print ads
feature fall colors, to suggest a seasonal
message and convey a natural feeling.
The image of the tunnel through the
trees with the black edges in the print
ad appears to be never-ending, and gives
the ad a mysterious feel. The ad is fairly
dominated by the image of the trees, to
help portray the natural characteristics
of the products.
37 38
22. spring rejuvination summer relaxation
The Spring Restoration flight print and The open landscape of South
billboard ads feature a natural and Korea, and the transparent image
mysterious theme as well, which is of a Korean model work together
portrayed through the flower and water, to display a mysterious, yet calm
and the dark reflections the flower and natural scene. Once again, the
logos create. The product is featured in product is featured in a subtle
a way that grabs the viewer’s attention, way that works well with the ad.
without subtracting from the overall The landscape is peaceful, and
tranquility of the scene. a perfect representation of the
Summer Relaxation flight.
39 40
23. Campaign Budget general ledger
The following is a ls a list of the expenses of the campaign. For more detailed descriptions of the
specific costs of each media choice, refer to the media profiles section on page 22.
$101,100 33.70%
Print
Cost %
of
Budget
$47,250 15.80%
Gotham
Benches $11,300 15.80%
Outdoor
Hamptons
Bulletins $40,000 13.30%
SEM $22,500 7.40%
Online Facebook $150 <1%
Twitter $150 <1%
Press
Releases $0 0%
Public
Relations
Consumer
Promotions $928.48 <1%
Monthly
In-‐Store
Parties $7,113 2.40%
Core Group understands that one of the client’s biggest
Sulwhasoo
&
Soju
Cocktail
Hour $10,000 3.30%
Events Sulwhasoo
Sidewalk
Oasis
(x2) $12,000 4%
concerns is how their money is being spent. We take make
Hampton's
Harmony
Party $20,000 5.70%
Spa
Sampling
$17,509 5.80%
Contingency $10,000 3.30%
sure to spend every dollar as eff iciently and effecitvely as
possible so our clients can make the most of their money. In Total $300,000 100%
the following section, the costs of each medium are detailed
and placed in an easy-to-ready format.
41 42
24. budget by f light Evaluation
Core Group provides a complete evaluation of how all
the campaign goals will be measured. Evaluation methods
will include monitoring sales, consumer behavior, and
analyzing the results of mid-campaign and post-campaign
surveys administered to the target audience both online
and in-store. In addition to its own evaluation methods,
Core Group will consult a professional research analyst
firm for more extensive measurements on the effects of its
marketing, advertising and public relations strategies.
43 44
