Internet marketing cases 2012 h2

© 2013, Internet Marketing, Professor Janghyuk Lee 11
Internet Marketing Cases
 This document compiles „Internet marketing cases‟ conducted by
students who took „Internet Marketing‟ course at Korea University
Business School (2012 Fall Semester) taught by professor Janghyuk Lee
(http://biz.korea.ac.kr/professor/janglee)
 Each of company report includes following contents;
 A brief history of target company
 A summary of target company‟s Internet Marketing activities
 Target campaign: description & performance
 References
 I‟d like to thank all of my students from KUBS and who were on
exchange program from around the world.
Janghyuk Lee, Associate Professor of Marketing
September 2, 2013

List
 Bohae „Moon‟ campaign, South Korea: an interactive new alcohol launch
campaign
 Posten (Postal service in Sweden) „Sweden‟s safest hands‟ campaign
 Sephora, US: Sephora to go (mobile App)
 YG Entertainment, South Korea: Psy‟s Gangnam style campaign
 Noroo paint, South Korea: Painted space mobile App
 New Beetle, US: Launching campaign on Facebook (+ Time square
billboard synchronization)
 Macy‟s, US: Backstage (campaign)
 Dessange, France: Multi-channel campaign vs. Provost

Company Report
Kyungyoon Kang
2008120243
Business School

Table of Contents
I. Company Introduction
1. History of Bohae
2. Sales & Profit
3. Proportions
4. Main Business Units
5. Market Share
II. Internet Marketing
1. Bohae’s Marketing Activities
2. Recent Interest
III. Bohae Moon
IV. To be

Company Introduction
Bohae was started as a Jeolla-Do local company, and now one of
major korean alcohol companies.
History of Bohae
Bohae at now Bohae‟s products
 Bohae was founded in Jeolla-Do
at 1950
 Even though founder‟s effort to
Extend its business,
Bohae was bankrupted at 1968
Due to bad economy.
 By acquiring Gang-lim, Bohae
restarted its second life at 1972.
Start of Bohae
 As one of main alcohol company
In Korea, Bohae now owns 5
Subsidiaries, which are related
To Bohae‟s main business.
 Bohae also make an effort to
realize its social responsibility,
For that reason, Bohae owns
its own scholarship club, and
voluntary service center.
Bohae’s main business
 Bohae has invented many kinds
of alcohol, especially fruit wine.
 One of bohae‟s main products,
Machi was launched at 1982.
 Ip-Se Ju was launched at 2002.
 Bokbunzaju was launched at
2004.
 Bohae Moon was launched at
2011.

7,761
(661,848)
556,983
(800,000)
(600,000)
(400,000)
(200,000)
0
200,000
400,000
600,000
800,000
1 2 3
Sales
Gross Margin
Net Profit(Loss)
2009 2010 2011
129,387d 129,682d 130,260d
56,168d 55,614d 52,752d
7,761d (661,848) 556,983d
Unit:100M
 Sales keep slightly increasing from 2009 to 2011 (129,387-130,260)
 As described at graph, the amount of increased sales is not big, so almost stable.
 Gross Margin is also stable, but there was significant net loss at 2010.
 That‟s because there was loss from discontinued Operations at 2010, but this
amount of money almost recovered at 2011. (2011‟s net profit is 559,983)
 Most of Bohae‟s sales revenue is from Soju sales in Jeolla-Do, and Fruits Wine.
(This factor will be elaborated at next page.)
2009 2010 2011
Sales
Gross
Margin
Net Profit
(Loss)
 Sales & Profit (Recent 3 years)
Notice
Because the table for specific number of graph
is placed on this slide, I do not connect this
Graph to the Excel file. But whole financial
Statement file is attached.

Soju
Fruit
Wine
Others
Domestic
Export
 Sales Proportion of Bohae
 As described at left, Bohae‟s sales consist
Of mostly domestic sales.
 This proportion between domestic and
export is almost same to other competitors,
and this means there is severe
competition among Korean Alcohol
companies to secure their market share.
 Bohae‟s sales consists of mainly two parts,
1)Soju product such as Ip-Se Ju,
2)Fruit Wine such as Bokbunzaju.
 Even though Bohae has large market
share at fruit wine market, because the
whole size of market is less than Soju‟s,
sales of Soju is bigger than Fruit wine‟s.
Sales Composition 2011
Domestic vs Export 2011

Bohae has three main business units, 1)Ip-se Ju, 2) Bokbunzaju, and
3)Machi-soon.
Bohae Ip-Se Ju
 Launched at 2002/02
 Won silver medal at 2007 San
 Francisco White Spirit Competition.
 Bohae held lots of events named
After Ip-Se Ju.
 Market leader product in Jeolla-Do.
(Marker share over 80%)
Main Local Soju in Jeolla-Do Bohae’s Main Fruit Wines
Bohae Bokbunzaju
 Launched at 2004.03.23.
 Designated as an official alcohol
At 2005 APEC Summit Meeting.
 Won at „The Dallas Morning
 News Wine Competition 2005‟
At 2009 OCED World Forum.
Bohae Machi-Soon
 Started from Machi - 1982.
At 88 Olympic.
 Machi-Soon developed at 1990.
 Bohae has invented lots of other
version of Machi-soon, such as
Machi-soon classic, New machi
Soon, and Golden Machi-soon.

 Company „Bohae‟ is the forth company in terms of market share in Soju market.
 Its main product in So-ju market is „Ip-Se Ju‟.
 Because Bohae is started as a local company in Jeolla-Do, most of their sale in
Soju occurred in Jeolla-Do.
 Soju market share of „Ip-Se Ju‟ in Jeolla-Do is over 80%, but soju market in
Capital area and Seoul is almost occupied by Lotte and Jinro.
구 분 2011년 2010년 2009년
보해양조 5.59% 5.68% 5.95%
금 복 주 7.88% 8.14% 8.42%
롯데주류 17.66% 16.63% 15.46%
대선주조 4.03% 5.72% 7.09%
무 학 12.01% 9.45% 8.00%
선 양 3.45% 3.25% 3.12%
진 로 45.86% 47.32% 48.09%
충북소주 1.33% 1.51% 1.51%
보 배 0.99% 1.10% 1.16%
한 라 산 1.19% 1.20% 1.19%
 Market Share in Korea Soju Market
Soju Market Share in 2011
Source: Bohae‟s Business Report on DART

Table of Contents
1. History of Bohae
2. Sales & Profit
3. Proportions
5. Market Share
2. Recent Interest
III. Bohae Moon
IV. To be

Internet Marketing Activities
Bohae had used Internet for marketing activities before, but was not
active.
 Bohae owned an united website for its company, and offered information for its
Products and company‟s history.
 For internet marketing, Bohae run survey page and event page, to communicate
With its customers and collect their opinions and needs.
 Internet Marketing strategy Bohae used was so limited, and could not be
Interpreted as active Internet marketing activities.
Bohae‟s Integrated Website Survey Event Page in website

Recent Interest – Bohae Moon
 As described at market situation-Soju,
Sales of bohae soju is limited at Jeolla-Do.
 Channels for alcohol sales are 1)Supply to pub or
bar, and 2) to small-middle size or supermarket.
 To extend its business, Bohae started to have
Interest in soju sales in capital area And Seoul.
 For this reason, Bohae launched Bohae Moon and
Bohae Gang at DEC/2011, which are made with
Single spirit - Sugar cane.
 Unique Selling Proposition of those products are
„Easy to drink and less hangover‟.
 But with only competitiveness of product, Bohae cannot compete with other
competitors because its products are not well known to people who live in capital
area.
Efficient way to expose its product is required!

Table of Contents
1. History of Bohae
2. Sales & Profit
3. Proportions
5. Market Share
2. Recent Interest
III. Bohae Moon
IV. To be

Bohae Moon
After healing campaign was launched, Visitors over 120M.
Diffused efficiently through web in spite of strict regulation for alcohol ad.
Campaign
Results
• Start: June 14, 2012
• Via Web platform – www.bohaemoon.com
• Provide interactive experience and healing service
Through simulation game with top actress Han Ga-In
• Website + SNS link + QR code + Phone number
Approximately 2 months in:
• Website Visitors : over 55M after 1 month, and
Over 120M after approximately 2 months
• The frequency of Daum search : Over market
leader‟s product search, and its main product
Search

Bohae Moon
Key Idea 1: Experience – Interaction
To give users special experience, Bohae implemented 1)Interactive
marketing.
 Bohae built up Bohae moon‟s own website separated from company‟s website.
 By visiting this website, users can play simulation game with Korea‟s top actress
Han Ga-In.
 While playing this simulation, users can talk with Ga-In, and drink „Moon‟ together.
Ga-in‟s reaction can be different depending on users‟ answer to question.
 This is called interactive marketing, because delivering information is not one-
way any more, instead users can feel as they are interacting with Ga-In.

Bohae Moon
Key Idea 2: Experience - Healing
The concept of this special experience is 2)Healing.
 „Healing‟ process consists of three parts, 1)Alcohol for healing „Moon‟, 2)Place for
healing „Web platform- Virtual Bar‟, and 3)Human for healing „Ga-In‟.
 During the whole process of this program, healing person „Ga-In‟ is concerned
about users‟ feeling and tries to treat users‟ worry by recommending „Moon‟ in
virtual bar.
 Additionally, Ga-In also recommends music sets, which are good for healing mind.
 Furthermore, if users click the button „I feel good today‟, Ga-In is going to
recommend music set which is appropriate for good mood.

Bohae Moon
Key Idea 3: Experience - Fun
In addition to Healing experience, Bohae moon offers 3)fun experience.
 While playing this simulation, users can write down their own words on virtual
bar‟s wall.
 While writing down on the wall, users can read what other people have wrote and
can communicate with them.
 Bohae moon also offers tarot card readings through its web platform to maximize
users‟ utility.
 Through those services, users can be immersed in this simulation and enjoy this.

Bohae Moon
Key Idea 4: Ubiquitous
Users can connect with Bohae Moon by using diverse platforms-
1)Youtube.
 Bohae Moon made Busker-Busker‟s music video to advertise it‟s product „Moon‟.
 Busker-Busker‟s „Yeosu Night Sea‟ was one of popular music and Yeosu was the
center of attention because of Yeosu Expo when they started this advertisement,
and this was good match to Bohae, because Bohae originated in Jeolla-Do.
 To distribute this music video, Bohae used Youtube as a platform to overcome
regulation for alcohol advertisement and make self-diffusion.
 This music video can be exposed to cinema screen and karaoke in spite of
regulation, because this is classified as an Music contents.

Bohae Moon
Key Idea 4: Ubiquitous
Users can connect with Bohae Moon by using diverse platforms-
2)Facebook and 3)Twitter.
1
1
 Bohae Moon is actively using SNS such as Facebook and Twitter to
communicate with potential customers.
 Bohae keeps doing various events to make people recognize „Moon‟ through
SNS.
 Even though people can find „Moon‟ in major supermarkets, have difficulty in
finding „Moon‟ at pubs. To improve this situation, Bohae collects information about
customers‟ needs through SNS, and put its products at customers‟ hangouts at
first.

Bohae Moon
Key Idea 4&5: Ubiquitous and easy to use
Bohae Moon‟s web platform can be accessed through 4)Mobile platform,
so overcome locational constraint, and secure 30-45 segment.
 Bohae Moon not only uses QR code or color code, but also uses mobile phone
number to offer their program to customer everywhere.
 Traditional target customer segment for So-ju is 30-45 years old male customer.
But this hybrid marketing way such as QR code is hard to use for this segment.
 To overcome this constraint, Bohae Moon uses phone number. By calling this
number, users can talk with Ga-In and automatically be connected to Bohae
Moon‟s web platform by touching SMS from Ga-In after talking.

Bohae Moon
Key Idea 6: Collecting data
Bohae Moon‟s web platform can collect customer base data naturally.
 While playing this simulation, users are going to be asked their personal
information naturally.
 Ga-In wants to know users‟ phone number, so Bohae can secure customer base
Information through this process.
 To write down your own words on virtual bar, users are required to put their
personal information or make connection to their own FB page.

Bohae Moon
Indicators for ripple effect of Bohae Moon web platform
Just after its campaign, the number of visitors to its web platform and
frequency of search „Bohae Moon‟ dramatically increased.
 According to press and Bohae, the number of visitors to its web platform during
6/14 – 7/25 was over 120M, and visitors per day was approximately 3M.
 The frequency of search „Bohae Moon‟ through search engine „Daum‟ exceeded
market leader‟s product-Chameesul‟s search frequency and Bohae‟s other main
product-Bokbunzaju‟s search frequency just after its campaign started even
though Moon was new product.

Bohae Moon
Indicators for ripple effect of Bohae moon‟s FB and Twitter
Bohae Moon actively uses SNS such as FB and Twitter and keep in touch
with heavy users.
 According to Facebook Statistics, the number of people who like Bohae Moon‟s
FB page is 982, and talk about this is 144. If considering Moon‟s market share,
it is reasonable to interpret that Bohae Moon actively uses FB page.
 Bohae Moon also actively uses Twitter page and replies to many users‟ tweet.
 If analyzing users who were frequently replied by Bohae moon, they are
classified as heavy users.
Bohae Moon‟s Tweet Stat
Shygirlzzang‟s Tweet Stat
Jihye‟s Tweet Stat
Bohae Moon‟s Facebook Stat
2 3
2
3
1
1

Table of Contents
1. History of Bohae
2. Sales & Profit
3. Proportions
5. Market Share
2. Recent Interest
III. Bohae Moon
IV. To be

Bohae Moon
To be & Introspection
Bohae Moon should keep using SNS actively to secure their loyal
customers and keep trying to be exposed to them.
 To wrap up, Bohae Moon did not only use website platform, but also tried to combine different types of
channels. For example, Bohae Moon made an effort to use its website for main service and archiving,
and also use twitter and facebook to diffuse information.
 However, as described above, the frequency of Bohae moon‟s interaction through FB is dramatically
decreasing.
 In order to secure their loyal customers and their market share in Seoul, Bohae moon should keep in
touch with their customers, keep creating and maintaining profitable relationship and actively use SNS
pages to be exposed to them.
 Even though Bohae Moon used the popularity of „Yeosu Night Sea‟ and Ga-In, the number of hit of this
video is lower than the number of hit of live video of same singer. Bohae Moon should have done
more active promotion!

Reference
 Related URL
 Bohae Moon http://www.bohaemoon.com
 Bohae http://www.bohae.co.kr
 Bohae Moon FB http://www.facebook.com/#!/bohaemoon
 Bohae Moon Twitter https://twitter.com/bohae
 Daum Trends http://trend.search.daum.net
 Tweetstats http://www.tweetstats.com/
Video URL
 Ga-In‟s reaction Video on Youtube
http://www.youtube.com/watch?v=Zy3cr6Vqrg8
 Busker-Busker „Yeosu Night Sea‟ with Bohae
http://www.youtube.com/watch?v=JNNaNnCptbM

(Posten AB)
“Sweden‟s safest hands” (Trygga Händer)
Company report
Kim Baik Gin Hi 2010120384
Internet Marketing 2012 Prof. Janghyuk Lee

 History and background
-PostNord AB is a holding company formed in 2009 after the merger of the
postal services of Sweden and Denmark, Posten AB and Post Danmark,
respectively. As a parent company of Posten AB and Post Danmark,
PostNord is a Swedish public company 40% owned by the Danish state
and 60% by the Swedish state. After the merger PostNord quickly started
to lead several areas of the European Nordic market, such as
communication, mail operations, advertising and logistic service provider.
Consequently, it has become a critical factor in the Nordic e-commerce.
“The mail operator for all of Denmark and all of Sweden”

 Main business units
The main business are divided into four divisions, namely:
1) Breve Danmark (Mail Denmark): mailing and advertising (physical and digital
letters), newspaper services, drop-off and collection of parcels and supply of
distribution solutions for the Danish communications market.
2) Meddelange Sverige (Mail Sweden, under “Posten” brand): mailing and
advertising (physical and digital letters), newspaper services, drop-off and
collection of parcels and supply of distribution solutions for the Swedish
communications market.
3) Logistics: distribution networks in the Nordic area, mainly, parcels, pallets,
mixed cargo groupage, messaging, third-party logistics and freight forwarding.
Stock-keeping and distribution of parcels for e-commerce market.
4) Stralfors: development of systems, services and products to enhance business
communications. Marketing and distribution of parcels for e-commerce market.

 Sales/Profit (2009-2011)
PostNord‟s Annual report 2010, 2011.

 Performance Summary

 Sales/Profit for Meddelange Sverige (Mail Sweden, Posten) (2009-2011)

Internet Marketing Activities - Posten
 Communication
 Web:
http://www.postnord.com/en/
http://www.posten.se/en/Pages/home.aspx
 Youtube channel (storage of videos used in Posten‟s website):
http://www.youtube.com/user/PosteniSverige
 E-commerce blog:
http://e-handelsbloggen.nu/
 App store:
https://itunes.apple.com/se/app/trygga-hander-ett-spel-fran/id510407632?mt=8
(Sweden‟s safest hand campaign)
https://play.google.com/store/apps/details?id=se.posten.postenqr&hl=en (Postcards)
 Sales (some of the services are only available for Swedish citizens)
 Channels
Direct link http://www.directlink.com/index.jsp (mail, distribution, finance mail and business
mail solutions service)
Online shop http://www.posten.se/en/shop/Pages/Shop.aspx (Stamp sales)

 Sales
 Channels
Private services http://www.posten.se/en/Private/Pages/home.aspx
- Buy and sell online: paid on delivery, express shipments, next-day delivery,
send valuables (and SMS or e-mail notification).
- ePostbox: online mailing system for banking, account statements, bills, etc.
-Send a greeting: http://www.gladjespridaren.se/ (postcards/postogram, greetings).
http://www.posten.se/en/Private/Send-a-greeting/Send-postcards/Pages/home.aspx
-Postcards (through mobile services) – iPhone and Android app with QR codes
Business services http://www.posten.se/en/Business-Mail/Pages/home.aspx
-Business mail, letters and parcels, business communication.
-E-commerce: marketing, distribution, payment, tools for e-retailers.
-Digital tool: Posten in office (digital service to send printed letters from one‟s
computer)

 Sales
 Channels
Logistics (Pacsoft online): shipments, delivery time calculation, customs
information, transportation, etc.
http://www.posten.se/en/Logistics/Pages/Home.aspx
Market communication: direct mail, marketing (google advertising)
http://www.posten.se/en/Market-Communication/Pages/Home.aspx
Other channels: physical distribution points in the Nordic area.

 Recent campaigns
“Sweden‟s safest hands” (Trygga Händer)
http://www.youtube.com/watch?v=-j0PXi2wz6Y
http://www.tryggahander.nu/ http://ourwork.se/safesthands/
iPhone App: https://itunes.apple.com/se/app/trygga-hander-ett-spel-fran/id510407632?mt=8

Sweden‟s safest hands (Trygga Händer) – Mobile Campaign
“Sept. 26th~Oct. 9th
Agency: Akestam Holst, Stockholm. Developer: Monterosa
Campaign
Results
• Start: September 26, 2011
• Only for Swedish Citizens / Only for iPhone users
• Real world activities through game application.
Users will have to deliver virtual parcels to specific
locations.
• GPS tracking+ compass + accelerometer + Mobile app
Within the campaign duration:
• Google search volumes for “Trygga Händer” account for
10% of that of “Posten AB”. Increase of “Posten AB” hits for
the same period of Trygga Händer‟s campaign.
• Application D/L: reached 1st position within entertainment
apps and top ten within overall apps from the Apple App
Store Sweden.
Actual download figures are not disclosed by the App Store.

Trygga HänderTrygga Händer vs. Posten AB Google Trends

App download statistics.
AppFigures (daily rank available at the web)

 Users that download the application will have the chance to deliver the parcels that
are released every day at 6am, 12pm and 6pm during the duration of the campaign.
(42 parcels).
 The parcels have to be carefully delivered to specific places according to the
user‟s location. If delivered properly, there is a reward of SEK 300 to SEK 5,000
(USD $42 – $740). If the user “drops” the parcel by bumping against an obstacle the
game will have to restart.
.
Sweden‟s safest hands (Trygga Händer)
Key idea 1: Fun

 Real world interaction through mobile technology. (Augmented reality-like)
 Delivers entertainment and rewards outstanding performers.
 Multiple competitions per day, flexible time and customize localizations.
 Real time and movement sensitive application that delivers realistic
challenges for users
Key idea 1: Fun

 One of the key ideas of this campaign is that Posten AB has the chance
to highlight the quality and innovative features of their service by
making customers experience a similar task of that of their business
operations.
 Users will compete and make efforts to win the prize, consequently,
they will implicitly absorb the idea that the company will also do their best
in order to deliver a good service.
 “A whole advertising campaign compressed into a single task (game).”
Key idea 2: Insight

 Users will follow directions from virtual maps in real locations. They are
also likely to pass by or follow Posten AB postal offices or similar
distribution networks.
 Users will also learn the locations of several Posten AB postal offices.
Key idea 3: Integration of reality with virtual world

 Posten AB has the largest share in the postal market in Sweden, thus, awareness is not a problem for
the company. However, as shown before, Posten AB is a company offering several services through
internet and mobile devices, thus, Sweden‟s safest hands is also a perfect opportunity to break the
image of standard postal services through a direct exposure to the service.
 The target audience is primarily private users (B2C focus).
Target audience and goals: B2C / Innovate the business

 Net sales for the period after the campaign (after Oct. 9th 2011) for 2010 and 201
1 are quite similar for Meddelande Sverige (Mail Sweden, Posten).
More results and conclusion
PostNord‟s Year end report 2011

 Posten AB‟s strongest competitor, namely, Posten Norge AS (Norwegian) with its brand Bring
Citymail and Bring mail, has had similar revenue figures for 2010 and 2011 as well, thus the
market share of this two companies is expected to stay equal, although Posten AB still enjoys
great dominance over the Swedish Market (around 88.6% as of 2009).
 Sweden Safest Hand proved to be innovative and relatively new, whereas in terms of sales it
could not deliver. However, the success in app downloads should comply with the goal of
bringing insight and innovation of their business operations to the customers.
More results and conclusion
Posten Norge Annual Report 2011, notes. Swedish Post and Telecom Agency, 2001

Campaign technical details
 Advertising Agency: Å kestam Holst, Sweden
Web / App production: From Stockholm With Love
Sound production: Plan 8
Account supervisor: Göran Å kestam
Account manager: Jacob Stjärne
Creative Director: Andreas Ullenius
Copywriter: Hanna Björk
Art Director: Lars Holthe
Production manager: Daniel Sundin, Maria Ljung
Planner: Lars Friberg
Digital producer: Johan Eklund
Graphic designer: Oscar Gardö, Anna Forsberg, Andreas Dagman
Motion designer: Nisse Axman
Assistant Art Director: Kim Ihre

Reference
 Related URL
 Trygga Händer http://www.tryggahander.nu/
 Ourwork Safest Hands http://ourwork.se/safesthands/
 PostNord Annual Reports 2010, 2011 http://www.postnord.com/en/Investor-Relations/Finansiell-infor
mation/2011/
 Posten Norge Annual Report 2011 http://www.postennorge.com/annual-report-2011/results/notes
 Swedish Post and Telecom Agency http://www.pts.se/upload/Rapporter/Post/Service%20and%20co
mpetition%202011.pdf
 Posten AB service information http://www.posten.se/en/Pages/home.aspx
 Google trends http://www.google.com/trends/explore#q=posten%20ab%2C%20Trygga%20H%C3%
A4nder&cmpt=q
 AppFigures https://www.appfigures.com/reports/ranking
(Product: Trygga Händer From Stockholm with love, Sept 26th~Oct 9th, country Sweden)
 Other links:
Google play QR codes for Postcards https://play.google.com/store/apps/details?id=se.posten.postenqr
&hl=en
Guerrilla Marketing http://www.creativeguerrillamarketing.com/guerrilla-marketing/swedens-safest-hand
s-iphone-app-hit/
Appover http://www.appover.com/search/trygga-h-nder-en-t-vling-fr-n-posten/461731785/
 Video http://www.youtube.com/watch?v=-j0PXi2wz6Y

Company Report: Sephora USA Inc.
Ah hyun Kim

Company Introduction (1)
 History
 Started in France in 1969 as a single perfume shop by Dominique
Mandonnaud
 Expanded to several stores in 1979 with innovative retail shop concept,
“assisted self-service,” which encourages customers to do trial and select the
product by themselves.
 Purchased by Luis Vuitton Moet Hennessy in 1997
 Entered USA in 1998, selling a wide range of cosmetric, fragrance, hair, and
skin care products.
 Now operates 1300 stores in 27 countries world wide and over 300 stores
across North America, carries over 13,000 products and 250 brands

 Internet Marketing Moves
 Sephora.com launched in 1999 with 190 brands
 Integrating third party built software (rating and review broads) to website to
add ratings and reviews in 2008
 Started Facebook in 2009
 “Beauty Talk” Customer QnA forum launched on Facebook and website in
2009
 Started Twitter in 2009
 Sephora Youtube channel initiated in 2009
 Launched Mobile optimized website and Iphone shopping App in 2010
 IPAD App in 2011
 Main business units
 Beauty Product Retail

 Finance
source: Sephora Annual Report 2011, p.6, http://issuu.com/ivanawong/docs/ivanaw_sephora

 Communication
 Web : http://sephora.com
 Mobile : http://m.sephora.com
 Facebook : http://ko-kr.facebook.com/Sephora
 Youtube : www.youtube.com/user/sephora
 Blog : http://ko-kr.facebook.com/Sephora
 Twitter, Mobile Apps
 Sales
 Offline stores
 Online Web and Mobile site, and Mobile App
 Cases

Sephora‟s Mobile Shopping App: “Sephora to Go”
2m downloads, top ranked from L2,
Review
Results
• Start: September, 2010
• Iphone App, simplifying shopping procedure and
easier access to product info and promotion =12
primary menu catagorires
• Pulling up product info. by scanning barcodes
• Linked to Mobile Website + App + SNS (incl.
pinterest) + Facebook + Youtube+Web service
• 100k downloads in the first few weeks
• 2m downloads by April 2012
• 4.5 out of 5.0 rating in Itunes app store
• ranked top from digital innovation think tank L2
• Having 1m reviews and ratings of products
• 300% mobile sales increase in 2011

Sephora to Go
Key Idea 1: Easy Off/Online Shopping
 Organized and simplified version of the previous mobile website helps
customers to find products and related info quick and easy
 Adding the “scaning” function to let customers view product videos, produ
ct information, ratings and reviews and add products to shopping lists in s
tores (offline) by scanning the product barcodes
 “Try it on” menu gives custromers a chance to try on a vast spectrum of
polishes from Sephora by OPI to find their new favorites
 Let Customers find Sephora stores closest to them using your phone's
GPS.

Sephora to Go
Key Idea 2: “Assisted Self-service”
 Menus such as Try it on, Beauty Insider and Video are to provide
customers with chances to search for their favorite colors, review their
past purchase pattern and get experts‟ recommendation and info. These
lead customers to keep “studying” what they like and “analyzing” their
preference based on their own past purchase activity and expert‟s
advices.
 As a result, customers can know definately what product they need by
themselves and have self-confidence and full self-satisfaction on their
purchase
Sephora’s Philosophy Also Actualized in Sephora to Go

Sephora to Go
Key Idea 3: Engagement and Integration
 Customers can participate in reviewing and
rating products and view more than 1m re-
views and ratings written by your fellow Sep
hora shoppers.
 Beauty Advice encourages customers to
share their product experiences and
advices on Facebook (linked to Facebook)
 Linking mobile service to other digital marketing tools including Web,
Facebook, Youtube library, Twitter feeds, blog and Pinterest
 Linking online to offline: Beauty Insider membership card into Apple‟s
passbook. Various types of card barcodes, including gift card, coupon,
membership card, are kept in iphone and used in offline stores

Sephora Claus Campaign
Review
• Started: 2009. 11.18 ~ 2009. 12. 19
• Sephora fans on Facebook and followers on twitter
tweet on twitter with an @Sephora message and tag
their wish (a product priced less than $150) with a
#sephoraclaus “hashtag,” and one wish is granted every
day.
• Fans can also submit a wish on the fansy flash-based micro-site,
“sephoraclaus.com”
• Gives free samples to those who become a Facebook fan and
•share her wish with other facebook fans
Results
• 50,257 wishes submitted and 30 granted, from over 107,189
visitors in 120 countries
• 46% increase in Twitter followers
• 53% increase in Facebook Fans, with 20,538,002 projected
Impressions.
• Estimated Influence (by Sephora): $1 million of sales

Key Idea 1: Fun
 Designed sephoraclaus.com to be
fansy in order to attract the main
target customer, women.
 One‟s wish tag image appears on
the site with her name on and gets
piled up as others submit: provides
visual fun
 Once click on any tag, a person‟s
wish tag rolls up, comes to the
center and reveals what product
she wants: gives fun to see what
others want as well

Key Idea 2: Engagement and Integrated Channels
 Promotion that if a person
becomes a Sephora fan on
Facebook and share her wish with
other facebook friends, she gets a
special code on Sephora online
store to receive free samples
 Through the above, Sephora gets
increase in fans on facebook, visits
on online stores, fan‟s engagement
in the campaign and the number of
campaign participator in the end.

Red Haute Mosaic Campaign
Review
• Started: 2010. 9 ~ 2010. 10
• Facebook App
• Fans are asked to wear a red lipstick found on sephora.com and take a
picture of themselves, edit the picture to show lips exclusively and
upload to a sephora’s red lips photo mosaic.
• Fans share their story of red lipstick experience they used on the
facebook.
• When the mosaic completed, auctioned off for charity purpose
Results
• Thousands of new Facebook fans
• In the first four weeks, No. of “likes” grew 118%
• 3773 Installed users
• Over 200 client stories shared

Red Haute Mosaic Campaign
Key Idea 1: Fun and Social Responsibility
 When uploaded, the picture of one‟s lips with red lipsticks gets put on
the huge virtual kiss mosaic: fun to show off, see others and how the
mosaic gets filled with users‟ lips.
 Once a user buys a red lipstick from any sephora stores (online/offline),
$1 of the price spent for donation to non-profit organization
 When the virtual kiss mosaic completed, actioned off for charity
purpose

Key Idea 2: Engagement and CSR integrated
 Integrating facebook app into the
Facebook wall by letting users
share kiss along with a personal
message on the facebook wall,
women can share their feeling and
opinion about red lipsticks.
 User‟s online participation in the
campaign becomes social activity
to give poor ill-patients an
opportunity to go on a beauty spa
trip (Sephora gets CSR benefit also
through this campaign)

15 days of Beauty Thrills Campaign
Review
• Started: 2012. 5.23 ~ 2012. 6. 6
• Facebook, Web
• A series of daily sweepstakes with prizes such as a Fiat with a
Gucci interior and a trip for two to LA
• “mini thrills” in the form of different cosmetic products given
away every day.
• A fan-gate of the Facebook app encouraged users to like
Sephora’s page for an exclusive preview of tomorrow’s “thrill”
.
Results
• Fan base about six times normal growth rate,
• A bigger lift in sales than what Sephora normally sees on
Facebook (excepted From SVP of Sephora USA, Julie
Bornstein. Specific Data not given yet)

Key Idea: Simplicity and Encouraging User to be exposed to new brands
 Users simply click on the “like” on
the facebook, then they can view
daily sweaptakes and prize
giveaways and participate.
 Gives incentives to those who
clicked “like” on a product when
purchase the product online for
“mini-thrill” (receiving full product or
samples)

Conclusion (1)
 Sephora‟s internet marketing widened the awareness of the brand: it has
continuously affected positively on
 3.5 million Facebook fans, 522,000 Twitter followers and 30,000 Pinterest
followers as of now
Sourse: Sephora Direct: Investing Social Media, Video and Mobile,” , Harvard Business School Case, June
25 2012, p. 17

Conclusion (2)
25 2012, p. 19

Conclusion (3)
 These increases also affected on sales growth
25 2012, p. 17

Conclusion (4)
Sephora USA‟s Sales Growth 2011
Sourse: http://www.stores.org/2012/Hot-100-Retailers?order=field_percent_change_value&sort=asc

Conclusion (5) Sephora Leading Internet Maketing
Retail Store
 Analyzing, Following social media trend quickly, and integrating
channels and online/offline purchase – Started internet web store in
1999 based on the appreiciation of the growth in online sales,
Facebook, Youtube, Twitter and mobile services when they were
about to be boomed, and recently pinterest base on the analysis that
it is ranked 3 in the most popular SNS service ranking and Sephora‟s
target customers‟ preference on it. Finally, provides various fun
campaigns and marketing activities in the integrated channel forms.
 Its successful off-store philosophy, “assisted self-service” well
reflected in internet marketing as well. Inventing and providing a way
to lead customers to find and share what they like by themselves and
purchase with confidence on their choice. Experiment product on
mobile devices, simple click or touch past purchase review that gives
experts‟ advice what product she would like based on the data…etc
are the case.

Reference
 Related Articles
Sephora Direct: Investing Social Media, Video and Mobile,” , Harvard
Business School Case, June 25 2012
2012 hot 100 retailer: http://www.stores.org/2012/Hot-100-
Retailers?order=field_percent_change_value&sort=asc
Sephora Annual Report 2011, p.6,
http://issuu.com/ivanawong/docs/ivanaw_sephora
How Sephora Used Facebook to „Thrill‟ Its Fan Base:
http://mashable.com/2012/06/20/sephora-15-days/
Sephora: A Brand Case Study:
http://home.ubalt.edu/nicole.kerber/pbds705/Sephora_Case_Study.pdf
15 days of Beauty Thrills: http://www.facebook-
studio.com/gallery/#/gallery/submission/red-haute-lips
Blog Article: http://econsultancy.com/kr/blog/9562-sephora-says-shopping-
via-mobile-grew-300-last-year

Reference
 Related URL
 Web : http://sephora.com
 Mobile : http://m.sephora.com
 Facebook : http://ko-kr.facebook.com/Sephora
 Youtube : www.youtube.com/user/sephora
 Blog : http://ko-kr.facebook.com/Sephora
 Twitter: http://twitter.com, @sephora
 Video, image, etc.
http://blog.sephora.com/2010/09/help-us-build-worlds-largest-virtual.html
http://www.luuux.com/node/2160957
http://spoiledpretty.com/2012/05/sephoras-15-days-of-beauty-thrills/
http://www.24-7intouch.com/blog/index.php/2012/07/concentrate-on-the-
customer-experience-how-sephora-uses-social-developing-your-own-
strategy/

Reference
http://sephoraclaus.com
https://itunes.apple.com/us/app/sephora-to-go/id393328150?mt=8
http://popsop.com/30687
http://www.mobilecommercedaily.com/sephora-sees-87k-passbook-
downloads-a-week-after-release
http://glossy-kiss.blogspot.kr/2009/11/with-sephora-claus-who-needs-
santa.html
http://www.lipsticking.com/2009/12/the-sephora-claus-holiday-promotion-
on-twitter-is-granting-a-beauty-wish-a-day.html
http://www.shop.org/c/document_library/get_file?folderId=195&name=DLF
E-970.pdf
http://www.youtube.com/watch?v=clUABxAAQik

http://shop.sephora.com/w/webView?cid=18510126042&mid=1169143964
&pid=444936&vid=13520&ee=Y25lZXJvZDJAYW9sLmNvbQ__&si=&mv
=H&bv=H&oc=O&sc=&k=15hxYS&om_mmc=ret-n1-
20110102iPhoneCase---all-b2bban-gwp--om-us-landingtext-text-h-
&dcid=444936:18510126042:12059274
http://www.brandingbrand.com/products/sephora-to-go-iphone-app
http://pokenewyork.com/love/sephora/
http://www.ignitesocialmedia.com/social-media-examples/10-social-media-
marketing-examples-case-studies/
http://community.sephora.com/t5/Customer-Support/Beauty-Insider-Card-
in-Passbook-for-iPhone/td-p/373239

YG Entertainment
Hyeong-Jun KIM
2007120320

- Company name
: YG Entertainment Inc.
- Opening date
: Feb 04, 1998
- Main Entertainer
: Psy, BIG BANG, 2NE1 etc
- Main Business model
: Record producing,
Performance management,
Entertaining management
Main director : Yang Hyun Seok
Famous in 1990s, former member
of Seo-taji and kids.

Why Choose YG Ent?
Main Director : YG
Before scouting PSY,
He made other successes from other
Artists he produced.
<BIG BANG> <2NE1>
a lot of works in Entertainment
area.

 History(timeline)
1998. 2
Establishment
2001. 5
Change name
To YG ent.
2006. 8
BIG BANG
Debut
2009. 7
2NE1 Debut
2010. 10
Incruit PSY
2012. 9
Gangnam Style
ranked 2nd on
Billboard

 Sales/Profit (recent 3 years)
by Korean Won.
2012 half
2011 2010
Quarter Cummalative
Sales 22,797,024,127 40,671,805,730 78,120,542,357 57,515,835,449
Sales cost 12,762,188,430 22,458,867,928 46,984,772,686 33,132,787,063
Sales revenue 10,034,835,697 18,212,937,802 31,135,769,671 24,383,048,386
Operating cost 6,005,224,602 10,694,350,381 13,379,680,645 11,487,881,598
Other operating income 189,177,029 305,399,596 866,346,718 1,460,047,499
Other operating cost 121,625,223 167,184,739 1,285,976,394 765,609,727
Operating income 4,097,162,901 7,656,802,278 17,336,459,350 13,589,604,560
Financial income 785,368,750 699,687,905 369,823,752 104,265,167
Related corporation income 104,183,946 436,567,408 (60,449,322) (179,566,610)
EBIT 4,986,715,597 8,793,057,591 17,645,833,780 13,514,303,117
Taxation 1,489,854,734 2,265,079,443 4,711,925,140 3,883,669,636
Revenue 3,496,860,863 6,527,978,148 12,933,908,640 9,630,633,481
The company minizes costs and maximizes revenue with
conservative manner.

 Sales/Profit (recent 3 years)
- expectation of this operating year
With Hit of Gangnam style, Comeback of BIG BANG, other revenues
YG entertainment grows fast with high income ratio!
year sales operating income income ratio net income
2010 57 14 24.5% 10
2011 78 17 22.2% 13
2012 F 122 29 23.6% 22
By billion won,
Source : Daewoo secruities

 Market analysis
YG‟s main Business area is record and entertainment, and performance
management. It is not easy to estimate and evaluate the market size and
other factors such as cost and profit, and if the performance and record
of an artist are going well, we can easily assume that he or she can get
an additional chance to appear in TV or Radio and other programs with
broadcasting.
Entertainment Performance

 Market analysis
128.1 142.8 142.3
30.9
39.2 43.733.4
36.7 41.111.4
12.1 14.1
19.8
10.8
16.4
0
50
100
150
200
250
300
2007 2008 2009
Performance market
Musical Concert Classic Opera etc
373.3
286.1
183.3 133.8 108.7 84.8 78.8 81.1 80.2
91.1
134.9
185
211.2 262.1 356.2
427.6
526.4 569.6
2001 2002 2003 2004 2005 2006 2007 2008 2009
Record Market
Record Digital
Source : 2010 음악산업백서 by billion won
Performance market is
constantly growing and
especially the concert area is
the most growing one in this
industry.
with the dissemination of portable
players and smart devices, digital
songs market grew much faster
than before, it has been a
majority of songs market.

 Comparison with competitive corporations(SM ent, JYP ent)
Categories SM ent. YG ent. JYP ent.
Main Business Record, ent Digital, ent ent
Sales(2011) 109,936,173,878 78,120,542,357 9,922,659,912
Net Income 20,573,518,215 17,645,833,780 -2,702,950,363
Income ratio 18.7% 22.6% -27.2%
# of Main Artists 4 3 4
Record Market 30.40% 8.90% 3.60%
Digital Songs 4.40% 13.20% not rated
YG grows faster than other companies. In addition YG can be a
market leader if the company goes with this constant rapid growth
than other companies.
By korean won http://dart.fss.or.kr

 Communication
 Web/mobile site, blog, Facebook, YouTube, Twitter, App, etc.
Using Youtube, Facebook, Twitter as contents releasing
method.

 Feature of Communication(Twitter, Facebook)
<2NE1 facebook : like 3.2 million> <Twitter of G-DRAGON>
 Artists do Twitter or Facebook to communicate with Fans, this causes a
good feedback to producers and makes contribution to gathering
interests who are not familiar with their artists

 Sales
 Focused on digital contents
 Uploading music video on the same day as records are released, music
video itself may function as a promoting campaign and people can react
to the entertainment contents immediately through the internet.
 This may lead consumers to buy a song on internet, appstore or use
streaming services. Because of this new sales model, YG ent can take
the 1st market share on digital songs market.

 Market shares of record and digital songs market
 With those charts, he can see the YG ent god 1st on digital song market,
and the 2nd on records maket. Though they are focusing on the digital
market, it also gets population in the record market as well. So they get
profits.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Record Market
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Songs Market
Source : 음악산업백서 2010, KOCCA

 Recent success of Artists in Youtube.com
<Youtube M/V Top 20 from YG ent.>
Rank ARTIST - SONGS Page view
1 PSY - GANGNAM STYLE 587,758,803
2 HYUNA - 오빤 딱 내스타일 116,912,211
3 2NE1 - I'M THE BEST 56,567,438
4 BIGBANG - FANTASTIC BABY 48,184,105
5 BIGBANG & 2NE1 - LOLLIPOP 39,309,362
6 BIGBANG - HARUHARU 31,806,583
7 2NE1 - FIRE 31,658,877
8 PSY - SEOUL STAND CONCERT 30,630,133
9 BIG BANG - BLUE 30,128,756
10 G-DRAGON - HEART BREAKER 29,499,713
11 BIG BANG - TONIGHT 29,337,750
12 2NE1 - LONELY 28,595,407
13 2NE1 - DON'T STOP THE MUSIC 26,402,508
14 BIG BANG - BAD BOY 23,895,000
15 2NE1 - I DON’T CARE 22,790,109
16 BIGBANG - MONSTER 22,668,557
17 BIG BANG- LOVE SONG 21,449,094
18 2NE1 - GO AWAY 21,123,283
19 BIGBANG - KOEWOKIKASETE 19,596,937
20 2NE1 - CAN'T NOBODY 19,578,416
AVERAGE 61,894,652
ADJUSTED AVG(without gn style) 29,564,229
Calculted 2012.10.29

 Recent success of Artists(BIG BANG)
 With talented members BIGBANG do a good performance in
entertainment market. They expressed themselves on the internet with
twitter or facebook, such as their style, dresscodes, and other things
related to themselves. Those things through the internet enhances their
reputations on-line and it leads to success in the real area as well.

 Recent success of Artists(2NE1)
 Their cutting-edge music and unique fashion style led to collaborations
with artists such will.i.am of the Black Eyed Peas to world-famous fashion
designer, Jeremy Scott.
 Those two groups are main artists in YG ent, and they are also good
models can indicate that YG ent has done a good performance in the
entertainment industry. With YG ent‟s talent and know-how to produce
artists, they get huge fan bases from internet and the real world.

PSY “Gangnam STYLE”
From 15th July, 2012 Youtube page view is ober 600 million (31 oct now)
2nd on Billboard.com 1st on iTunes and official charts uk
Gangnam style
Gangnam Style Syndrom
- Release 2012. 7.15
- Upload date(in Youtube.com) : 2012. 7.15
- Uploader : Official Psy
- Producer : Gun-hyung Yoo, Psy

Result 1 : Youtube.com
On Youtube.com, the total pageview of
Gangnam style exceeds 600million in 31
Oct. Moreover this song has ranked 3rd
place in total youtube pageview ranking,
maybe it can be the most famous Video clip
on Youtube.com.
In addition to that on Youtube.com, there
are so many parodies of Gangnam style , it
also shows that this M/V has made a
sensational reaction from the users.

Result 2 : Billborad Chart - 2nd place in 7 weeks in a row
It is a first time that Korean pop song ranked 2nd place on
Billboard chart. As we can see on this picture, the most
successful part of this chart is digital songs itself. It shows
that it is not just a coincidence, but it is a well prepared and
well structured project.

Result 3 : iTunes Chart - 1st place in songs and MVs.
iTunes has been a good channel to distribute digital songs on the
internet with the dissemination of smart devices such as iPhone,
ipad, and ipod. Moreover it has started its business form from 2003,
because of its early start of a new business iTunes chart has been
considered a public confidential chart in the world. In this respect
it is quite interesting “Gangnam style” keeps the 1st place on
iTunes songs and MV chart.

Result 4 : English Single Chart - 1st place
It is also very interesting that Psy conquered the English “official
charts” as well. He and his company YG do not provide an English
version single or any other events in England. However with the
downloads of digital song and MV Psy just conquered English
chart, especially it is one of a confidential chart in England.

Success Factor 1: Funny and Stylish Music Video.
 The most important success factor of Gangnam style is its funny and
stylish song itself. Only Psy can express the song properly, and the
Music Video makes people laugh. Through proper market analysis, YG
ent pick the correct song which satisfies customer need and wants.
Photos : youtube.com

Success Factor 2: SNS
 Twitter follower : about 1 million
 Facebook like : 2.5 million
~ Follower and Facebook like are growing steady
 Twitting with Celebrities : Britney Spears, Hugh Jackman, Usher etc.
~ Not just twitting with celebrities, the celebrities‟ followers of twitter site
can see and enjoy the moment with their favorite celebrity.

Success Factor 3: Producing Knowhow of YG Ent.
 YG has been a pioneer of this kind of marketing activities on the internet.
However this kind of fact cannot express the success step of Psy.
 YG has produced a number of artists which made a success in Korea
entertainment industry.
 Nowadays BIGBANG and 2NE1 get a lot of reputations and awards over
the world.
 This know-how to represent their artists through the internet and well
prepared procedure to catch the consumer‟s wants, would be leaded into
huge success of “Gangnam style”.

Reference
 Related URL
 Company introduction : http://www.ygfamily.com/
 Sales and profit : official materials from YG ent on http://dart.fss.or.kr
 Expectation of sales and profit Report from Daewoo secruties(10년 호황이 기
대되는 업종, 응답하라 2022!)
 Market analysis, comments and data of charts : The white paper of music
industry(2010, Kocca)
 Youtube.com chart of YG : http://www.youtube.com/user/YGentertainment/
 Previous successes from other artists : http://www.ygfamily.com/
 Pictures of charts : http://www.youtube.com/ http://www.billboard.com/
http://www.apple.com/itunes/ http://www.officialcharts.com/
 Photo of Britney spears : Twitter. https://twitter.com/britneyspears
 Video, image, etc.
 Other images which is not captured from google.com search

Company Report
2008120123 Dukeun Yoon
Internet Marketing

2008120123
Dukeun Yoon
NOROO Paint
 Application‘Painted Space’

Contents
1 Company Introduction
2 Internet marketing Activities
3 Application „Painted Space‟
4 Effects & Results

„Bright Color, Smart World‟
● History
1945 ~ 1960 1960 ~ 1980 1980 ~ 2000 2000 ~ 2010 2010 ~ Now
Launchin
g of
Daihan
Ink, The
National
Company
Business
Diversific
ation
Expansio
n of
Productio
n System
Advancin
g as
Global
Company
Commen
cement
Sustainab
le green
growth,
Social
responsib
ility• 1945
Launching of
‘Daihan Ink’
• 1967
Completion of Guro
Factory
• 1973
Stocks’ Listing
• 2001
Established a
branch company in
Shanghai and an
R&D center
• 1993
Presidential Prize in
Productivity Contest
• 1997
Completion of
Pohang Factory
• 2011~
‘The Beautiful World
and Clean
Environment.’

‘Bright Color, Smart World’
● Main Business Unit
→ Paint & Coatings
• Surface Treatment Coating
• Insulation Varnish
• Industrial Paint
• Waterproof Coatings
• Eco friendly Coatings
• Heavy Duty Industry
• Floor Coatings
• Waterproof Coatings
1
Architectual
2
3
Industrial
Automative Refinishes
‘Sales Breakdown’

● Income Statement (2009, 2010, 2011)
Classification 2009 2010 2011
Sales Revenue 2,563 3,012 3,603
Cost Of Sales (2,066) (2,464) (2,979)
Gross Profit 495 548 624
Selling and
Administrative Expenses
(404) (462) (509)
Other Operation Revenue
and Expenses
11 10 15
Operation Profit 102 96 130
Financial Revenue and
Expenses
62 65 (64)
Income Before
Tax Expense
40 31 66
Income Tax
Expense
7 2 16
Net Income 33 29 50
(Unit : 100 Million Won)
Comparing to
2009 ~ 2010,
Net Income
grows rapidly
during 2010 ~
2011
How
Could it
Happen?

Contents
4 Effects & Results

Before the Internet
√ Hard to communicate
directly with end users
 Difficult to recognize
customers
√ Hard to sell the products
directly to end users
 Lack of controlling power
over the price
Only focuses on B2B Market relying on
retaining favorable relationships with other business units
√ Paints are used as
intermediate goods for other
industries
√ Paints are finishing
materials of diverse product
industries such as steel,
metal, ship and automobile
industries
 Main customers of paints
are other business units
Characteristic of a Paint industryLimit as a manufacturing comp
● Before the Internet, NOROO only focused on B2B market because of the characteristic
of a paint industry and the limit of a manufacturing company

Internet made change
√ B2B paint market is
saturated
√ B2B business is more
affected by the ‘cost’ rather
than the ‘marketing
activities’, so it’s hard to
develop competitive
strategies against the fierce
competition
Fierce competition in B2B marketIncreasing needs of eco-friendl
● However, because of the fierce competition in B2B market and increasing needs of
eco-friendly paints from consumers , NOROO decided to target consumers which
became possible through the Internet
90 billion
WON
Market size of
Eco-friendly interiors
Market size of
Eco-friendly paints
400 billion
WON
NOROO decided to directly focus on consumers
by building relationship with them
Internet made it Possible

New Communication
‘
Blog Application
Website Facebook
Directly
communicate
with
consumers
● By using diverse communication channels on the Internet, NOROO could directly reach
consumers

New Sales Channel
Designated WebsiteOpen Market
Directly sell the products to consumers
● By using diverse sales channels on the Internet, NOROO could directly sell the prducts
to consumers

New Advertising Campaigns
Monthly Series Events
Implement diverse advertisement campaigns directly appealing to consumers
● By implementing new advertising campaigns on the Internet, NOROO could directly
appeal to consumers, and give specific brand images to them
‘Love Transformer’ ‘I Love Seoul’

Effect of the Internet marketing activities
● Because of NOROO’s successful internet marketing activities, NOROO could increase
its brand awareness
1st Place on
keyword
Search
Google keyword search
Daum keyword search Google Trend search
Consumers started to search
NOROO on the Internet

Effect of the Internet marketing activities
● NOROO actively uses SNS and Youtube, which is unprecedented in the paint market
before and brings the most number of users comparing to its competitors.
Almost all the competitors even do
not implement SNS, Youtube
activities

Internet made it possible for ‘Noroo’ to target B2C market
New communication
New sales channel
New advertising
campaign
• Webpage
• Facebook
• Blog
• Application
• Twitter
• Youtube• Open
market
• Group
buying
• Monthly
series
events
-Company’s perspective
√ Recognize its
customers
√ Understand B2C
market place
√ Develop customer-
based strategies
√ Build direct
relationships with
customers
-Consumer’s Perspective
√ Brand exposure and
awareness are highly
increased
√ Favorability is also
obtained
Opportunity to get into B2C market

To Create Sustainable Profits in B2C market
 √ How to make these relationships profitable?
 √ How to create customer delights?
 √ How to make these sustainable?
Then…
Providing the unique Application
‘Painted Space’

Contents
4 Effects & Results

Noroo „Painted Space‟
• Start : Feb 26, 2011
• Two major Services :
- Color Pick-up :
Recommendation of matching
colors
- Interior Simulation : Simulation
of customized interior services
by using virtual spots
• Providing real-time Q&A, and detailed
information of nearby retail stores.
• First mobile application provided by the
paint-industry company
• Improving not only brand images but also direct
purchases
Basic Information
Meaning

1. Taking photos of interiors or
products which customers want
to check
2. Identifying color information by
designating images
3. Checking coloration information
and finding harmonizing colors
4. Saving the information
● Color Pickup

● Interior Simulation
1. Starting interior simulation and
selecting places which
customers want to check
2. Changing floors, windows,
furniture, and details with diverse
colors
3. Finding the best interior match
4. Saving the information

• Based on saved data, finding
appropriate product, and information
of available buying channels
• Finding nearby retail stores by
using AR / Google map service
● Finding Nearby Stores

Contents
4 Effects & Results

Effects & Results
122
Developing
Brand Image
• By more focusing
on ‘color’ itself,
giving fashionable
images to customers
rather than the old
images of ordinary
paint companies
• By giving plenty of
information to
customers, improving
their functional value
Net Income growth
( 2900 mil  5000mil)
Improving
Customer
Perceived Value
Reducing
Advertising Cost
Securing Direct
Communication
Channel
• After making the
application, almost
zero marginal cost
occurred
• Keeping in touch
with customers
directly and
continuously through
the App where only
Taking 2nd place in
B2C market

Effects & Results
● After the ‘Painted Space’2013 NOROO International Color Show 2012 NOROO New product Launching Expo
To build profitable relationship with customers and sustain it,
‘NOROO’ keeps trying to implement diverse activities

Reference
 ● Related URL
 • About NOROO
 - Webpage : www.noroopaint.com
 - Blog : blog.noroo.co.kr
 - Facebook : www.facbook.com/noroopaint
 - App : http://nstore.naver.com/appstore/web/detail.nhn?productNo=12700
 - Youtube : http://www.youtube.com/user/noroopaints
 • Income statement : http://dart.fss.or.kr/
 ●Video, image
 • „ I Love Seoul ‟ : http://www.youtube.com/watch?v=RQ7CmtRGsew

Company Report
2006120173
Moongu Cho
Group 7

Table of contents
1.Company introduction – Volkswagen
2.Internet marketing activities
3.New beetle campaign
4.Summary
5.Appendix

1.Company introduction – Volkswagen
2.Internet marketing activities
3.New beetle campaign
4.Summary
5.Appendix

1. Volkswagen
 The Volkswagen group is one of the leading automobile manufacturers
worldwide and the largest automobile producer in Europe
 Main Business unit
Volkswagen Group
Volkswagen
Passenger
Cars
Audi SKODA SEAT Bentley
Commercial
Vehicles
Scania MAN VW China Other
VW
Financial
Services
93% of total sales

1. Volkswagen
 Financial result (2011)
 57.8% (profit), 25.5% (sales revenue), 14.9% (sales volume) more than in the
previous year (2010)
 Sales / Profit
(in million euro)
105,187
126,875
159,337
1,855
7,141
11,271
2009 2010 2011
 Sales volume
(in thousand)
6,310
7,278
8,361
2009 2010 2011
 Market share
(percent)
9.6
10.3
11.2 11.3
12.3
2007 2008 2009 2010 2011

2. Internet marketing activities
 The Volkswagen is one of the famous marketing companies in the
worldwide and selected as Top 10 fascinating brands in 2011
 Communications
 Actively communicate with its customers through various online channels.
Including company website, mobile application, blog (Why VW), YouTube,
Twitter, and Facebook
+1.3 million like (USA pages only)
+121 million watched, +42,000 subscribers
Why VW +10,000 share their stories about VW
+83,000 followers, +6,000 tweets
Channel Status

2. Internet marketing activities
 Recent marketing activities
 Recently, Volkswagen tries new ways of marketing, not just traditional ways
Mobile application – “Volkswagen Real Racing GTI application”
Multi channel marketing – “New beetle campaign”
1
2
?
 1st time launched a real world car
on mobile game
 Downloaded over 6 million times
 #1 free app in 36 countries
 Created a profitable relationship with
their customers
 Over 26,700 people “Liked”
Volkswagen USA on Facebook
 Over 1,000 postings on FB a day
 Over 3,000 Postings on blogs
through viral marketing
 Created a good relationship with
their customers

3. New Beetle campaign
 Description of the Campaign
 If people click „Like‟ and upload their photos on VW facebook page, then photos are
displayed on the Billboard in Time Square with the big picture of the all-new Beetle
 Objective of the Campaign
 VW launched their all-new Beetle, but, new car is far different from the original one.
They needed a marketing strategy to stimulate interest in the new vehicle
WHAT is this? (1)

WHAT is this? (2)
 Results of the Campaign
 Over 26,700 people “Liked” Volkswagen USA on Facebook
 Over 1,000 postings on Facebook a day
 Over 3,000 Postings on blogs through viral marketing
 Created a good relationship with their customers

KEY SUCCESS FACTOR: Multi channel marketing
1 Set appropriate targets
to meet the objective
2 Select channels to
attract those targets
3 Make combined
channel powerful
Time Square
Billboard
Target: 20-30s young
generations
For implementing a successful multi channel marketing..

2 Select best channels to attract those targets
 Over 50% of 800 million users are 20-30s
and they are growing fastest
 Targets(20-30s) actively use and are
familiar with FB1
 For VW, FB would be a communication
channel to easily communicate with
customers and promote their new product
1 48% of 20-30 year olds check Facebook when they wake up, with 28% doing so before even getting out of bed
Why Facebook?
 Advertising on Time square billboard has
a symbolic meaning that can give their
targets unique experience (Fun) and attract
a large number of “young” people
 For VW, time square billboard is always
the best spot for advertising (Daily floating
population is over 1.5 million)
Why Time Square?

3 Make combined channel powerful
 Objective is to increase the awareness and favorability of the all-new Beetle so most
important thing for VW is to attain the number of participants get involved in the
campaign.
 They designed a combined channel with 1) providing unique fun experience and
people can easily participate by 2) just clicking few buttons (easy to use)
Simply click
“Like” on FB
Can see their photos on Time
Square!!
Customers: Unique fun
experience with very
little effort
Volkswagen: Achieve
their initial objective and
also advertise it on Time
Square
Increased the number
of participants
(engagement ↑)

4. Summary
Good points of multi channel marketing
Awareness Favorability Consideration Purchase Loyalty
Yes. Multi channel marketing is a great way to improve
awareness and favorability through providing unique
experience to the customers and can make a good
relationship with many people
26700
3000
New beetle campaign Other events Average
"Like" Clicked
X 20~1000
100
New beetle campaign Other events Average
Daily posting
X 10~
Through multi channel marketing..

4. Summary
Limitations and recommendations
Awareness Favorability Consideration Purchase Loyalty
Yes. Volkswagen should make those customers purchase
and finally make a profitable relationship with customers
 Provide key features and other basic information of products through marketing
channels (e.g. Post key features of new Beetle on Facebook so that users who click
“like” can put new Beetle on the consideration set)
 Multi channel marketing needs the following steps to induce actual purchase, not
just leave it as one time event (e.g. Provide price promotions for those who
participated in the campaign and then it can increase the number of purchase)
 Consistently communicate with those customers through multi channels and keep
this relationship profitable
Since Volkswagen already spent too much money on advertising (Average
monthly cost for Time square adverting is about 200K~300K)
But it is not enough..
1
2
3
1 2 3

Thank you
End of document

Appendix
Brief introduction of New beetle campaign in Time Square
Video clip provided by marketing company, NRG marketing

Appendix
Other examples of multi channel marketing
1. Mather Columbia – Pictionary photo booth (Video clip)

Appendix
2. Diesel Cam (Video clip)

Appendix
3. Domino Pizza – Social Pizza (Video clip)

Appendix
4. Hyundai Motors – Real Like (Video clip)

Reference
 Related URL
 http://www.vw.com/en.html
 http://why.vw.com/values
 http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
 http://adage.com/article/news/cost-advertising-times-square/45719/
 http://trendw.kr/
 http://www.insidefacebook.com/2012/07/30/facebook-to-remove-a-like-button-
feature-many-marketers-and-publishers-didnt-know-they-had/
 http://depauldigitalpr.com/
 http://www.facebook.com/postview
 https://itunes.apple.com/ca/app/real-racing-gti/id334366868?mt=8
 http://www.insideline.com/volkswagen/gti/2010/2010-volkswagen-gti-
launched-via-real-racing-gti-app.html
 Related Books
 마카디어의 소셜미디어 정석, 이상배 저
 Facebook marketing, Paul dunei
 Related videos (Attached on zip file)

Company Report:
Macy‟s
2008120338 Ga Eun Chae
Internet Marketing
Korea University Business School

Company History
 Founded by Rowland Hussey Macy in 1858.
Originally, opened as a dry goods store on 14th Street and 6th Avenue in
New York City.
 Became the icon of an American department store ever since the
expansion of Macy‟s Herald Square “the World‟s Largest Store” in 1924.
 Strived to increase symbolic value of the brand.
 Annual Macy‟s Thanksgiving Day Parade (1924~)
- Creation of a holiday season tradition
 Margaret Getchell (1861)
- The first female retail executive

Company History
 Expanded its business through acquiring department stores in other
regions.
 Renamed acquired stores to Macy‟s through out the 1980s and
centralized operations.
 Has been consolidating operations into 4 big divisions since 2008.
 Opened a concept store in Gilbert, Arizona in 2009.
 Macy‟s going wireless and localized.

Company History
 Launched the strategy of MAGIC Selling in 2010.
 Aims at improving customer engagement in the stores.
 Transformed 23 Macy‟s stores to pick and ship orders from other stores
or the Internet in 2011.
 Omni-channel Strategy: integration of offline and online channels.
 Started a QR code campaign named “Backstage Pass” in 2011.
 Ranked the 1st in L2‟s 2011 and 2012 Digital IQ Index Report.

Main Business Units
 Macy‟s main sales channels are offline flagship stores.
 As of September 2012, 800 Macy‟s department stores operate in 69
districts.

Main Business Units
Macy‟s
Macy‟s East
Macy‟s
Central East
Macy‟s
North
Macy‟s
Central
Macy‟s
South
Macy‟s
Midwest
Macy‟s
West
Macy‟s
Central
West
Macy‟s
North West
Macy‟s
Florida
 Divisional Consolidation
 “My Macy‟s”(2008): Localization initiative through consolidation of Macy‟s
stores across the US.
 Eliminate unnecessary positions & Reduce administrative expenses.
 Cutting down offline expenses to invest in online activities.
 Empower local executives to make decisions faster & more effectively.

Main Business Units
 Online Division
 Technology, marketing, and merchandising teams solely dedicated to online
sales and promotions.
 Responsible of:
 macys.com
 SNS: Facebook, Twitter, Youtube, mblog & Pinterest
 Mobile applications and promotions
 202 branches that can send items to online customers
 23 stores that serve as web return centers, pickup locations, free shipping
outlets, payment booths and customer service centers for online sales to their
brick-and-mortar build11ings
 Improved sales per square feet
 Sales from the Internet up 39.6% in 2011 compared to online sales volume in
2010.

Main Business Units
 Merchandises
 Online and mobile marketing has contributed to the increase in sales of
feminine accessories and cosmetics.
 However, Macy‟s lately performed less strongly in Feminine apparel.
 Private Brands
 Developed 16 private brands that is designed to meet a certain customer
lifestyle.
 Localization endeavor
 Private brands fill in the niche that existing specialty brands do not cover.
 20% of sales came from private brands.

Performance Indicators
 Profit Margin
 Profitability continuously rises.
 Macy‟s has generated profitable sales growth that covers rising expenses
from reorganization.
 Allowed more spending on advertising, which may have lead to Macy‟s success on
both online and offline advertisement.
2011 2010 2009
Sales 26,405 25,003 23,489
Profit 1,256 847 329
Sales/Profit 21.023 29.519 71.395
Profit Margin 4.76% 3.39% 1.40%
($ millions)
2011 2010
Advertising
Expense
1,136 1,072
($ millions)

 Market Share
 “The latest results show that Macy's continues gaining market share from
its rivals, a trend that began about a year ago as the retailer rejiggered its
selling approach to stock stores with merchandise that appealed to local
customers and also began increasing its online and mobile efforts.”
- November 10, 2011. Wall Street Journal.
 Fitch Rating: BBB- → BBB (long term) F3 → F2 (short term)
 Improvement in earnings and credit metrics.
 “clearly indicating that the company is accelerating its market share gains”
Sales 2011 2010 2009
Macy‟s 26,405 25,003 23,489
Industry 187,901 186,367 185,204
Market Share 14.05% 13.42% 12.68%
($ millions)

2011 2010 2009
Cost of Goods
Sold
15,738 14,824 13,973
Ang. Inventory 4935.5 4686.3 4692
Inventory
Turnover
3.19 3.16 2.97
($ millions)
 Inventory Turnover
 Items turn over more quickly.
 Quick response to changes in customer needs and wants while replacing obsolete
items.
 Evidence of a superior sales force and a successful advertising campaign.

Communication
 Website
 Customer service page
 Directs customers to other channels of communication

Communication
 Mobile page
 The same as the Internet webpage

Communication
 Most of communication is done through SNSs.
 Macy‟s keeps in touch with the customers through:
 Facebook
 Twitter
 Pinterest
 M-blog
 Youtube

Communication
 Macy's Facebook Fan Page
 Joined on April 6, 2009 & went official on June 30, 2009.
 Started with 130 likes.
 As of October 31 2012,
8,673,538 likes/ 273,704 talking about this/ 410,412 were here
 The main channel of communication.

Communication
 Building relationship with customers.

Communication
 Providing:
 Fashion tips
 Product information (price, texture, etc.)
 Direct link to purchase page
on macys.com
 Likes & Comments which customers
can refer to when making purchasing
decisions.

Communication
 Addressing customers‟ difficulties and questions.
 Collecting information on a customer‟s lifestyle, shopping habit and
preferences.

Communication
 Twitter
 First tweet made on March 29, 2012
 127,644 followers
 Doing everything done on the facebook; however, receiving low level of
responses/customer reaction.

Communication
 Pinterest: used like an online catalog
 10,365 Followers
 3,098 Pins
 168 Likes
 Archiving visual images of products sold at Macy‟s.
 Pinterest users can “pin” their favorites and share it with friends through
“repin.”

Communication
 mBlog & Beauty Forum
 A group of Macy‟s fans (selected through a contest held on the facebook
fan page) post articles or discussions on topics, such as female and male
fashion, beauty tips, accessories, and lifestyle.
 Provides customer-generated information; however, suffers from low
response rate just like on the twitter.

Communication
 YouTube
 Joined: March 5, 2006
 Subscribers: 2,768
 Total Video Views: 5,493,245
 Educate customers about new technologies
 How to use Macy‟s Backstage Pass (22,436 views)
 Campaigns and Promotions
 Don‟t miss Macy‟s Million Dollar Makeover finale! (495,895 views)
 Build brand image
 What‟s in Store? Campaign (September 10, 2012~)

Sales
 Purchases can be made either on website or mobile site.
 Macy‟s iPhone App
 Last update on October 29, 2012
 Number of downloads is not disclosed
 6,729 customers has rated the app
 Complaints are mostly about:
 Slow speed
 QR codes and discount codes not working
 Inconvenience during the purchase and payment process

Sales
 Macy‟s official website is the main channel of sales.
 macys.com
 Daily visitors: 298,200
 Daily Pageviews: 1,729,560
 Advertising Revenue: $6,486/day
 Website worth: $46,866,303
 Omni-channel strategy:
 Almost-immediate purchase & shipping
 Attract male shoppers.
 Also appeal to female shoppers:
 Macy‟s exclusives
 Online discounts
 Broader assortments in sizes and colors online

Sales
 Facebook & Twitter aid sales and promotion activities
 Distribute coupons
 Announce seasonal sales schedule
 Provide links to purchase pages on macys.com
 Facilitate conversations among customers on Macy‟s merchandises
 Run campaigns
 International shipping is available on certain items online.
 If the online price<offline price, lower offline price.
 No adjustment to match other store‟s prices.
 40% of online sales come from exclusive brands.
 Prices already very competitive.

Recent Campaigns
 Backstage Pass
 Integration of offline store, mobile application and YouTube.
Scan an in-store QR code
of an item using Macy‟s
mobile app
Watch a YouTube
video on fashion
& beauty tips
related to the item
Purchase the item

Recent Campaigns
 Backstage Pass
 2.4K likes on facebook
 However, only 15 comments
 112 promotional videos uploaded on YouTube
 How to Use Macy‟s Backstage Pass has 22,438 views
 345,000 Google search results
 Received good press, but bad customer reviews.
 Slow in operation
 Problems with QR codes
 Little customer perceived value of celebrity tips
Technical Issues
Can improve through
Marketing

Recent Campaigns
 What‟s in Store?
 Make customers aware of the value of “one star that brings all stars
together.”

Macy‟s „What‟s in Store?‟
Ongoing campaign, Google search 10.3M, Video View 371,333
Campaign
Results
• Start: September 10, 2012
• Broadcasted through YouTube
• Less than 30sec per video (except for two 1:03
videos)
• Feature celebrities including Taylor Swift, Justin
Bieber, Martha Stewart, Donald Trump, and more.
Google search ‘Macy‟s What‟s in Store?‟: 10.3M +
•11 videos (as of October 31 2012)
• Video View: 371,333
• 4,274 likes
• „Opening Credits‟ gets referred on 9 websites on
the first day of release, amassing 31,503 views

Key Idea 1: Integration of Channels
 Along with the YouTube channel, Macy‟s has a webpage dedicated to
the campaign.
 http://social.macys.com/onlyonestar/#/shop
 “Shop the Show” page
 Items on the show assorted by brands and categories
 All the items on the show are Macy‟s Exclusives
 Items can only be purchased at Macy‟s
YouTube
macys.com
Stores

Key Idea 2: Millennials
 Millennial: serve shoppers between 13 and 30 years old.
 Macy‟s trying to broaden its market segment to teenagers.
 “Retailality Show” – short & fun online video clip which is a parody of an
old sitcom “Brady‟s Bunch”
 Attracted many younger shoppers while retaining older shoppers.
 More female viewers in general.
 Cast of the show represents each age group
 Teens: Justin Bieber, Taylor Swift
 20s: Camila Alves, Sean “Diddy” Combs
 30s~: Martha Stewart, Donald Trump
Macy‟s Backstage Pass:
Backstage with the Stars
Opening Credits
Macy's presents "What's In Store?"

Key Idea 3: Only One Star
 Deliver the stars of fashion, food and home maintenance to customers
everywhere in-store.
 The show portrays interactions with stars a fun experience.
 Create a “face” to a “faceless” brand
 INC and Levi‟s
 Effort to combine commercials with social media platforms.
 Backstage Pass = Bringing Stars to a shopper at Macy‟s

Reference
 Related URLs
 http://www.macysinc.com/default.aspx
 http://www.facebook.com/Macys
 https://twitter.com/Macys
 http://pinterest.com/macysofficial/
 http://www.youtube.com/user/macys

Company Report
Coralie
Internet Marketing
Nationality : French
School : EM Strasbourg Business School - France
Major : Marketing
E.mail : coralie.honajzer@em-strasbourg.eu

Table of Contents
An eye on the market
Company Presentation
 Introduction : What is Dessange?
 Main Business Units
 Sales & Profits
 Marketing activities : What kind of communication?
 Dessange‟s websites
 iPhone & iPad application
 Presence on the rest of the web
Against Direct Competition
Conclusions & Recommendations
References

An eye on the market : France
French Hairdressing
Market
The hairdressing sector in France is very comp
etitive. Hairdresser franchises represent the s
mallest share of the market with only 10%. Eac
h salons must invest in marketing strategy to di
fferentiate from the concurrence.
Hairdressing market is estimated at 5,35 billio
n € per year. 1 million peoples go to a hairdr
esser by day in France.
Although independent hairdressers dominate t
he market by the number, consumers need to
be reassured and he or she prefers to go to a s
alon which he or she recognizes the brand. It i
s an undeniable advantage for franchises. For
10 years now, independents are under pressur
e to become franchisee.
The new issue of major franchises such as De
ssange, Franck Provost and Jean Louis David
is to control the market. Their marketing strate
gy is essential to retain consumers who are jus
t waiting to be convinced.

An eye on the market : Rest of the World
Global Hairdressing
Market
USA
The global hairdressing market is estim
ated at 50 billion to 30 billion dollars are
in the USA.
It is clear the USA is the place to be for t
he French hairdressing brand.
According a recent report, it is exactly th
e Dessange International strategy. The
group led by Benjamin Dessange, the fo
under's son, has acquired the investme
nt fund Pouschine Cook Capital Manage
ment hairdressers Fantastic Sams, for u
ndisclosed amount. Presented by its ne
w owner as the first sign of hairdressers
overseas, Fantastic Sams has over 120
0 salons operated under franchise throu
ghout the United States, Alaska, Hawaii.
They realized a turnover of € 360 million
last year.

What is Dessange?
Dessange is an hairdresser french brand,
one of the most luxurious. It is addressed t
o an high incomes population, or people w
ho gives a big importance to hair care. We
can qualify it as a prestigious brand on the
French market.
Jacques Dessange opened his first salon
in 1954, on the Champs-Elysée Avenue, i
n Paris. He offered to women revolutionary
haircutting techniques and reinvented the i
mage of the modern woman, in the post-w
ar atmosphere.
The professionalism and the pioneering sp
irit explained the fulgurating success of De
ssange House.
Jacques Dessange opened its first salon a
broad in 1962 and launched his affiliate fra
nchise in 1975.
Now, Dessange group count 500 salons in
45 countries around the world.
Others french hairdresser companies ta
ke their inspiration in Dessange‟s collec
tions and follow the Dessange trend. It
has a really important part in the fashio
n world.
The brand has kept its innovative spirit
and has imposed its own style with som
e essential techniques like the famous “
coiffé-décoiffé” Dessange or the blond
Dessange, used now by the concurrenc
e.
The brand takes care of the biggest sta
rs and it is the official partner, among ot
hers, of Cannes Film Festival for more t
han 25 years, now.
It could be interesting to see how a fam
ous and innovative brand like Dessang
e, consider as trendsetter by its compet
itor, uses internet to manage its marketi
ng strategy. Especially for a sector whic
h is not really represented yet on Intern
et, that of the hair.
Coiffé-Décoiffé DESSANGE

Dessange‟s Business Units
Haircut experience
The first activity of Dessange is to provide a qualitative hairdresser
service. Customers go into a Dessange‟s salon because they want
have professional advices for their hair, a new haircut they will love
and they expect a professional team to take care of them.
First of all, Dessange sells its haircut how-know and techniques, its
trendy vision and its prestige. Dessange created an atmosphere in
its salons. It is the same in every salon around the world, specific t
o the brand, sober, class and elegant with black and white colors. I
ts volunteer is to offer a real consumption experience to its clients
and no just an haircut.
Professional quality at home
To expand the brand and achieve more consumers, Dessange devel
oped a series of products for hair care which are available in all
salons and also in supermarket (shampoo, hair care, hair brush
…). This is the way for the brand to diversify its customer. It is th
e means to customers to replicate the Dessange‟s experience k
nown in salon and the Dessange‟s professional quality at home.
We find this idea even in Dessange‟s slogan : “All the Dessan
ge‟s professional quality at home”.
Dessange’s training ant haircut techniques
Last Dessange activity, it sells training for professionals. It promotes its
innovative spirit and its trendy vision. The objective is to increase professional’s
number who use Dessange’s technique and open more Dessange’s salons.

Sales & Profits
2009 2010 2011
To better understand the possibilities of a company in terms of marketing strategy, it is important to
observe its sales and profits over the last three years. The last capital know is 5 489 928 €.
All results are calculated on 12 months.
0 5000 10000
Turnover
Net
K…
4000 5000 6000
Turnover
Net K €
0 10000
Turnover
Net
K…
6059 K€
5043 K€ 7430 K€
5563 K€5447 K€
4909 K€

Marketing Activities
What kind of communication?
It is very common to see a Dessange‟s advertise
ment on the French television. These ads show
Dessange‟s hair products and through its, Dessa
nge‟s quality and technique that everybody can fi
nd in a salon. It is not uncommon either to see a
dvertising posters in the street, introducing news
products.
But Dessange is an international group, with 500
salons in 45 countries. The group needs to have
a global marketing strategy. The best way to har
monize its communication around the world and
become as famous as in France abroad is to hav
e a strong internet marketing strategy.
After some basic researches on the web, we can
do an initial inventory is as follows : Dessange ha
s 4 different websites, a presence on social netw
orks and video websites and an application for iP
hone and iPad.

Internet marketing cases 2012 h2

Internet marketing cases 2012 h2

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