Lock & Lock is a Korean company established in 1978 that produces food storage containers. It has office and manufacturing plants across Asia, North America, and Europe. Its goal is to become the number one global brand for food storage containers by 2013. The document discusses Lock & Lock's marketing techniques which include specific strategies for targeting different customer segments, pursuing corporate social responsibility initiatives in areas of environment, education, and charity, and conducting advertising campaigns. It also examines new potential target segments such as children and expanding further in Asian markets such as Vietnam where sales increased substantially from 2008 to 2009.

1. Lock &
Lock
Company
ITEC- University Of Science
Group: Little Evils
August 15

2. Group Members
• Lê Hoàng Ph ng Anhươ
• Nguy n D ngễ ươ
• Lê Th Thu Hàị
• Ngô Thùy Ph ng Th oươ ả
• Ph m Thùy Trangạ

3. Contents
• Background
• Marketing techniques
• Target audience
• New potential target segments

4. I - BACKGROUND
• Established in 1978
from Korea
• Office & manufacturing
plants all over Asia, US,
Canada and UK
• Main product: food
storage container
• Current goal: Number 1
global brand for 2013

5. I- BACKGROUND
2011 2012 2013
Vietnam 20,000 40,000 70,000
Thailand 10,000 20,000 40,000
India 6,000 10,000 15,000
Indonesia 6,000 10,200 20,000
Cambodia 1,000 2,000 3,500
Total 43,000 84,200 148,500
Southeast Asia
Sales Target &
Operating Strategy
[local domestic:
except export]

6. I - BACKGROUND
Product line
Lunch Box Food Containers

7. I - BACKGROUND
Water jug

8. II – MARKETING TECHNIQUES
• Specific strategies
• CSR
• Advertisements

9. 1. Specific Strategies
Categories Strategies
Hotels, residence,
resort, golf club
 Existing channels: secure existing distribution channels by
purchasing damaged or expendable goods
 New channels: intensive care and preparation for at least 2
years prior to launch
Wedding company  Luxury house wedding hall: focus on ceramics, glass products
 General wedding halls: penetrate with melamine products
Franchise Major company – direct penetration
Food service  Major company – direct penetration
 Rest of the company – co-marketing with vendors

10. 2. CORPORATE SOCIAL RESPONSIBILITY (CSR)
“Lock & Lock always puts customers before anything else and
engages in various charitable activities to improve the welfare
of the underprivileged.” Kim Joon-il said.
• Using environment-friendly materials.
• In Vietnam, L&L connect with Agency of protective environment
• Joint venture to help society with charity work
a. Environment

11. Lock & Lock donated table tennis and other recreational supplies for elementary school
students in a Shanghai on April 24, 2012.
b. Education
(Source:
http://www.koreatimes.co.kr/www/news)

12. “Students in a school in Vietnam hold “Love Bottle” on March 19, 2012. Lock & Lock
began selling the bottle in 2010, using the proceeds to improve elementary school
facilities across the country.”
(Source:
http://www.koreatimes.co.kr/www/news)

13. c. Love sharing
Always try to help poor people in many countries,
especially in Southeast Asian Nations.
• “Green Restaurant” Campaign
• “Your Dream” Campaign
 In Korea, usually organizes campaigns such as:
• Cultivating education & having vocational training
for adolescents
• Classes for pregnant
• Charity donations for ethnic minorities

14.  In Vietnam, corporate social initiatives & corporate philanthropy
Examining & offering elderly gifts
(Source:
http://locknlock.com.vn/news.php)

15. Offering orphan home center gifts.
(Source:
http://locknlock.com.vn/news.php)

16. 3. Advertisements

17. III – TARGET AUDIENCE

18. IV – NEW POTENTIAL SEGMENTS
• DEMOGRAPHIC
 Children

19. IV – NEW POTENTIAL SEGMENTS
Asian market
Vietnamese market:
2008: $ 800 000
2009: $ 5 000 000

20. V - CONCLUSION
 CSR
 Focus on R&D
 Responsibility to
customers
 Environmentally friendly
materials

21. Thank yo u
fo r liste ning