The document discusses a marketing strategy report for a new instant rice product called "YESOBAN" to compete in the instant rice market dominated by Haeban in Korea. It analyzes Haeban's strengths and weaknesses, as well as opportunities and threats in the market. It then proposes targeting young career women for dieting purposes and positioning YESOBAN as more convenient, healthier and better than Haeban. The report recommends a product design, packaging, pricing strategy and promotional plan that includes TV commercials, celebrity endorsements, and online marketing to raise brand awareness and trial of YESOBAN.

1. 권지선 , 오지혜 , 이은정 “ Instant rice” Marketing Strategy Report

2. ① The market in now/ Competitor’s( 햇반 ) success factors Market in now 햇반 form new a category ‘instant rice’ They break a fixed idea(streotype) And open up a new food culture, Successfully. Factors of competitor’s( 햇반 ) success They accomplished that good quality They are very active ,like a guide. Change of consumer’s lifestyle Competitor's SWOT New Product Needs Market in now Competitor's SWOT New Product Needs

3. ② Analysis of competitor’s SWOT Strength - A pioneer of market instant rice in Korea - The Possibility of fusion(with existing food item) - The high recognition Weakness - relative high price - A stereotype of thinking retort pouch Opportunity - Change of Korean’s lifestyle - Increase of needs industry in processed food, rice - Prospect of overseas expansion (the new market) Threat - Appearance of similar item - A stereotype of thinking retort pouch - Consumer’s recognition about package and the period circulation - The change of person’s eating habits(style) Market in now Competitor's SWOT New Product Needs

4. ③ New product needs Instant rice now be thought not just rice, but healthy and good for diet meal. -> Problems! Now 풀무원 is a latecomer in this market But! Hear exist boundless potentialities for new product Market in now Competitor's SWOT New Product Needs New product needs ? We need to eat YESOBAN for healthy body~

5. (ONLY WOMEN) Segment Targeting Positioning STP- Segment teenager twenties thirties Over forties early later Income low normal high High normal Recognition of instant rice good better good Normal Diet Preference better best best Better Thinking of healthy normal normal A little high high

6. MAIN : Young career women for the purpose of dieting. SUB : Women solve nutrition simple and easy Segment Targeting Positioning I need YESOBAN! We want it, too! STP- Targeting

7. ‘ more convenience, more healthy, ALWAYS BETTER than ‘ 햇반’ ‘ Segment Targeting Positioning functional High class 햇반 예소반 쎈쿡 오뚜기밥 왕후의밥 STP- Positioning traditional population

8. ① Brand Name : ② Brand Concept : “ Pretty, and tiny meal” Be good for the health, Be good for taste , Better than everything. Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Brand Naming/ Concept

9. 3.1 Make the meal for ‘Diet Rice’ : functional organic rice : minimize calories but maximize nutrition : made in Gyeonggi-do Farming Technology Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation

10. 3.2 Use ‘farina case’ ◈ make use of human body harmless materials ◈ possible recycle ◈ water, oil and heat-resisting property quality superiority Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation BEST ENVIRONENTAL PULUONE

11. 3.3 Use a heating element paper Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation

12. Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Design For Breakfast: More calories With carbohydrate For lunch: Less calories But more fiber For supper: Less calories But more fiber Use girl’s illustration, Looks pretty and tiny Use natural color, Give more fresh image

13. Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Shaking it! It’s fresh! Market Introduction Strategy Early stagy Growth stagy Lead to interest about “ shaking boiled rice” and “ a functional diet meal” Establishment brand royalty Use Pulmuone’s green and clean image

14. Making BTC to show diet process and situation - Channel : Mnet, O’live - Event releases in all media (On-Air, Off-line, On-Line) Special way to marketing YESOBAN Positioning to celebrity’s diet food Notice the real situation and direct introduction Emotional Image Product’s core feature Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion 360˚ Mix Communication

15. Making TV CF – with top model TV CF + Event Spot + Brand Filler + Information Contents - Channel : Mnet, O’live Purpose – To show slim girls -> Stimulate the needs of diet Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion TV CF + Brand Filler YESOBAN is my secret diet food Best way to lose weight, YESOBAN

16. Purpose: In the program, Exposure the brand Program Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion Program Sponsorship/PPL Program sponsorship PPL’s effectiveness 악녀일기 4 Trend Report Feel Heroine’s fashion, item, places are issue To show shaking YESOBAN Introduction of girl’s trend To present diet food, health care, and diet know-how

17. Mix on-line and on air’s contents To make in communication with consumer, and lead Experience Contents & trial Media: Potal Naver, Tistory numerous exposure to netizen make issue about Shaking rice YESOBAN Ex) Samsung Hauzen’s blog promotion Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion Naver Brand Blog & Tistory Blog numerous exposure to netizen make issue about Shaking rice YESOBAN

18. To use Pulmuone’s channel + New channel development Wide Release E-Commerce Convenience Wide release with Promotion marketing Before: Promotion and Circulation’s gap After: Wide release of YESOBAN Place Wide Promotion Wide relase: E-mart, Ministop Supermarket, E-commerce Gap

19. Wide Release E-Commerce Convenience Online promotion lead to E-commerce Directly Provide online contents of product, diet.. E – commerce

20. Wide Release E-Commerce Convenience Easy to buy YESOBAN low involvement High involvement Connected to Women’s beauty, diet, and life, It’s a high involvement product Easy to buy anywhere: convenience store, supermarket, mart, department store New Channel : Cosmetic shop, health club, diet clinic, drug store, health care shop, Estethic On-line Channel : Pulmuone e-shop, g-market, auction, samsungmall

21. ① The strategy of a premium price(high price) -> brand value + people’s mentality lavish money on diet items. Selling of a set maked put toghether morning, afternoon, evening meal -> this item administer person’s a day Program (three of) 1 step: do Diet, eating only YESOBAN, Three of meals in a day. 2 step : eating YESOBAN in morning, afternoon 3 step : eating of only evening meal Price Strategy Price Positioning Price Operation

22. ② Price positioning = A piece price is 1730 won = A set(3) price 4930won This is a suitable strategy of high price that ‘ adjust one’s physical calorie a day’, so burden of cost down. Price Strategy Price Positioning Price Operation + +

23. ② Price operation Enlisting a person purchase our item lasting in our homepage, So adjusting person’s diet program. -> Induce a person to do pay for three month items at a time. 5000won X 90days = 450,000won Operation of delivery service monthly, for list consumer/ Connection of health program to diet content’s Price Strategy Price Positioning Price Operation I need a program adjusting my body

24. 권지선 , 오지혜 , 이은정