Internet marketing company report kubs 2014 fall

© 2014, 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, Fall 2014.
 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 KUBS students and who were on exchange
program from around the world.
Janghyuk Lee, Associate Professor of Marketing
December 26, 2014
http://biz.korea.ac.kr/professor/janglee

List
 LG U+ (mobile telco), Korea: Follow me campaign
 Delivery people (mobile app), Korea
 Hyundai card, Korea
 Save the children, Global: Most shocking second a day
 Frit-o-lay, U.S.: Do us a flavor
 Starbucks, U.S.: Tweet a coffee
 Lego, Global: Build with a chrome
 Pampers, Japan
 Heineken, Global: Recruitment
 Wet Seal, U.S.: Model search

Company Report
Chang Hee Park
Korea University
2010130733@korea.ac.kr

Table of Contents
1. Company Introduction
1.1. History
1.2. Business Unit Analysis
1.3. Financial Status
2. Internet Marketing Activities
3. Recent Campaign
4. Conclusion & Recommendation
5. Campaign Performance Measurement & Reference

Company Introduction- History (1)
2010
Three LG telecommunication companies
(LG Telecom, LG Dacom, LG Powercom)
have combined and started LG U+
2011
Launched smart home phone service, 4G
LTE service, automotive roaming service
2012
Launched IPTV ‘U+ TV G’, unlimited LTE
data service
2013
Launched unlimited call&message
service, full HD IPTV
Commercialized 100% LTE service
nationwide

Company Introduction- History (2)
VISION
World’s First Beyond the Telecom
World’s Best LTE Provider
2014 Vision Statement
U+ will become Personal Value Provider,
creating value for customers through
‘Smart Service’ tailored for the customer

Company Introduction-Business Unit Analysis (1)
Mobile Telephone Broadband
Internet
e-Biz M2M Bundle
Service Category
Specific Service

Company Introduction-Business Unit Analysis (2)
telephony
8%
Data
20%
TPS
17%
Wireless
55%
2010
telephony
6%
Data
18%
TPS
15%
Wireless
61%
2013
8%↑
1,210
Wireless TPS Data Telephony
3,479
4,768
1,055
1,259
1,400
513
450
2010 2010 2010 20102013 2013 2013 2013
(Unit KRW in billions)
6.3 trillion 7.8 trillion
Service Revenue Portfolio
IPTV, Broadband, VoIP International, Domestic,
Value added, Corporate PSTN
Corporate Leased Line, IDC,
e-Biz, Solution etc.

Company Introduction-Financial Status
Total Service Revenue Wireless Service Revenue
Operating Income APRU for Wireless
• Strong wireless service
revenue growth from LTE
• Total service revenue increased
due to growth in wireless
revenue
• Maximizing operating leverage
with growth from wireless
business
• 2014 APRU is expected to
increase by more than 5% YoY
Eventhough LG U+ is currently in the
3rd place in the industry (occupying
only 20% of the MS),
it is showing continuous growth in
revenue and number of subscribers
through intense penetration strategy

Table of Contents
2.1. ICT Companies
2.2. LG U+ Communication
2.3. LG U+ Online Sales
2.4. LG U+ Past Campaigns
3. Recent Campaign

Internet Marketing Activities- ICT Companies
There are 3 main ICT companies in Korea. (SKT, KT, LG U+)
As the penetration rate of smartphone is 67.6%, ICT market is in saturated condition.
In order to maintain and furthermore occupy more users, the 3 ICT companies are
strengthening their marketing activities. Especially by using social media.
KT (MS 30%) LG U+ (MS 20%)
Facebook Oriented
• Followers-> 1.2M
• There is a ‘Social
Marketing’ team
exclusively in charge of
facebook page
• Trying to connect globally
Twitter Oriented
• First to start twitter
• Followers-> 0.14M
• Twitter acts as consumer
service center, handling
500 Q&As per day
Runs Kakao story page
• Fans -> 0.22M
Youtube Oriented
• Produces short clips
specialized in online
condition
• Upload on official SNS
accounts
• Targeting viral effects
SKT (MS 50%)

Internet Marketing Activities- LG U+ Communication
Website:
• http://www.uplus.co.kr/main.html (Official Website, Contains overall information about the
company and its service, Mobile site is simpler version and user friendly)
Blog:
• http://blog.uplus.co.kr/ (Official blog, Focus more on introducing each service and
product, Share current trends in IT industry, Latest advertising clips are uploaded in the
front page)
Facebook Page:
• https://www.facebook.com/LGUplus (Followers 0.31M, Short messages and one page
image about events held, Many short clips uploaded, Direct communication with
consumers through real time replies)
Twitter:
• https://twitter.com/LGUplus (Followers 94,355, Same format as the facebook page)
Youtube:
• http://www.youtube.com/user/LGupluslte (Campaign videos, TV Ads, behind-the-scene
clips are uploaded)
SNS marketing shows fast penetration speed and high accessibility. Therefore by
using it wisely, companies can obtain high level of marketing effect with less expense.
Increase of smartphone users expanded such effect. Currently, LG U+ is also trying to
use diverse Social Medias to communicate with consumers.

• Off line stores are main distributional
channel of ICT companies
• Total 1953 offline stores nationwide in
form of authorized-dealer-shop and
company-managed-shop
• But due to application of new law
limiting subsidy of offline store, using
online shop is rising as new trend
Internet Marketing Activities- LG U+ Online Sales
Off Line On Line
• Official Online Shop called U+Shop
(http://shop.uplus.co.kr/main.html)
• 1:1 Online consulting is provided to
consumers in order to give them full
information about service and product
• Recently launched user friendly mobile
version of the website

Internet Marketing Activities- LG U+ Past Campaigns
GiByun To Me (2014)
LG U+ Marketing Team Leader, Jang Jun Young (Interview on 2014.09.09)
“ U+ is focusing on spreading clip base contents rather than written message or images of
product and service. Our SNS channels are designed to show these clips more effectively”
LTE Coming Soon (2013)
• Made Youtube movie clip and uploaded on SNS accounts
• 20 seconds clip shows the technology history of LG U+ in
the form of Hollywood spectacular movie
• Clips ends with phrase “COMING SOON”, arousing
curiosity of new product and service
• LG U+ asked consumers to post their opinion about
what’s coming soon
• Most replied unlimited data service and LG U+ actually
launched new package providing unlimited data
• Made Youtube music video which was a parody music of
famous Korean idol group
• It cleverly used word game by changing the song title
‘Give it tome’ to ‘Gibyun to me’
• Explained the new service by changing the lyrics in
humorous way
• Made ‘sexy version’ which is only viewable in official SNS
account of LG U+
• In one week, recorded 13M views on Youtube
• Ranked # 2 in official music ranking site

Table of Contents
3. Recent Campaign
3.1. Campaign “Ballow Ballow Me”
3.2. Key Ideas
3.3. Performance Result Analysis

Summary
Results
•Start: August 4, 2014
•Target: 2030s
• Purpose: Provides unique information about the
new discount service of LG U+
• Distribution Channel: Youtube, Facebook
• 4 days, 2M+ viewers in Youtube
• One month, 3.6M+ viewers in Youtube
• Ranked #.2 in “This month’s Video clip”
• One week, 74 tweets directly linking the clip
• Search number of the main actor increased X25
• One week, 100+ news released about the success
Internet Marketing Activities- LG U+ Recent Campaign
Campaign “Ballow Ballow me (발로 발로 미)”

LG U+ “Ballow Ballow Me”
Key Idea 1: Fun
Campaign was spread in fast speed by intentionally aiming for FUN aspects
Bad Acting
• The video clip’s main theme in Bad
Acting
• The main actor is well known star for
terrible acting
• Recently, seeing clips of bad acting
was trend and though fun
• By using this theme, the clip naturally
triggered laughter
Dumbfounded Storyline
• The video clip’s storyline is totally
none-sense
• Recently, dumbfounded dramas were
great issue in Korea and people made
fun about it
• By using this dumbfounded storyline
intentionally, the clip intended fun
aspect
• This acted as differentiation from other
serious and neat campaigns

Key Idea 2: Target Focused
Campaign’s target was set very narrow(2030s) and it only
focused on the characteristic of the 2030s
Slang Subtitles
• The video clip is full of slangs that
2030s use in daily life
• The title itself is also made of slang
• Such use of slangs forms sense of
closeness with the 2030s viewers
• Act as differentiation from traditional
advertising clips
• The video clip contains simple
subtitles explaining the situation
• Nowadays, putting funny subtitles and
CGs are trends in entertainment
shows
• By using subtitles, the video clip itself
is accepted as short entertainment
show
• 2030s viewers feel familiar with the
content

Key Idea 3: Engagement
Event That Triggers Participation
“Send the main actor to Cannes Film Festival”
• LG U+ launched on event which sends the
actor to actual film festival if the number of
viewers reach 2M
• LG U+ added big buttons which help the
viewers to easily share the clip
• Viewers started to share the clip on their SNS
account actively
• By Active participation, number of
viewers reached 2M in fast speed
• The actor was really sent to Cannes
• His journey was also shared through
his SNS account, amplifying the viral
effect
• Participation, sharing process
increased engagement with LG U+

Key Idea 4: Jingle Effect
“BALLOW BALLOW ME”
• Easy to pronounce
• Has Rhythm
• Numerously repeated throughout the campaign
• As consumers are unconsciously exposed to the phrase “Ballow Ballow
me” which is very rhythmic, this phrase is stamped in their mind
• This phrase is vey similar with the company’s main slogan “Follow
Follow Me”, which shows its vision to become #1 in LTE 8 service
• As a jingle effect, when consumer hear “Ballow me”, they think of
“Follow me” and link this slogan with the company LG U+
• Since “Ballow Ballow me” was a used widely in daily life after the hit of
the clip, it can be evaluated to have created great jingle effect

Result (Naver Trend)
LG U+
Main Actor
Campaign Effect
• Right after the release of the campaign, there was rise in
attention.
• But as the time passes, attention effect naturally decreased.
• Moreover, the focus was more on the actor itself than LG
U+.

Result (Youtube/ Facebook)
• Right after the release, the campaign’s number of viewers soared due
to fun content and deep engagement
• However as many other campaigns, such effect of attention was
temporary.
• Facebook replies are focused on the actor itself rather than the service
or product of LG U+

Result (Personal Survey)
• Used google Survey program and distributed by Facebook and Kakaotalk
• There were 3 is simple question 1..Do you know Ballow Ballow Me Campaign?
2. How did you feel about the campaign?
3. Do you remember any services that appeared?
• 80+ applied to the survey and they were all in their 20s
Result:
• surprisingly, 70+ participated in the campaign by watching and sharing.
• However less than 10 remember the service appeared in the
campaigns
• Moreover, none changed their ICT companies despite the fact that
they had fun participating in the campaign

Table of Contents
3. Recent Campaign

Conclusion & Recommendation
Conclusion
• LG U+ Ballow Ballow Me campaign seems to be a success, bringing in a lot of viewers
and attention from media
• However, it had 4 major problem
1. Effect was temporary
2. Attention was focused more on the actor than the company
3. Campaign did not lead to understanding of service and product
4. Campaign did not lead to actual sale
Recommendation
• ICT companies sell invisible service to the customer
• Therefore campaigns should be strategically formed to make their brand visible
• Current activities of LG U+ is only focused on its viral effect. It is fun, but this
characteristic doesn’t connect with its vision
• I recommend LG U+ to first set their brand identity as “FUN life companion”
• Their current campaigns on SNS are fun enough, but now they should connect this fun
aspect with LG U+ itself.
• They should emphasize the fact that consumers can have fun life WITH LG +

Table of Contents
3. Recent Campaign

Campaign Performance Measurement
1. Search
1.1 Google Trends
1.2 Naver Trends
2. Twitter
2.1. www.topsy.com
3. Facebook
3.1. Facebook page of LG U+
4. Youtube
4.1 Youtube Statistic

Reference
Related URLS
• http://news.heraldcorp.com/view.php?ud=20140919000175&md=20140922004245_BK
• http://www.ditoday.com/articles/articles_view.html?idno=18399
• http://www.dt.co.kr/contents.html?article_no=2014080402102269747001
• http://www.uplus.co.kr/main.html
• http://shop.uplus.co.kr/main.html
• https://www.facebook.com/LGUplus
• https://twitter.com/LGUplus
• http://blog.uplus.co.kr/
• http://www.youtube.com/user/LGupluslte
• http://sisaftoday.blog.me/50189302868
Video Image etc
• LG U+ company IR report
• LG U+ company sustatainability Report
• LG U+ Facebook, Youtube
• LF U+ official website
• http://www.wikitree.co.kr/main/news_view.php?id=186264
• http://www.ditoday.com/articles/articles_view.html?idno=18399

Company Report
Jaehong Cho
2008120301
Korea University Business School
Choj0727@gmail.com

Company Introduction
 History
• ‘Woowa brothers’ Established in 2011 as a
venture company
• Released representative mobile application
‘delivery people’(배달의 민족)
• Awarded ‘2011 App award in life service’ by
Korean internet experty association, ‘2012 internet
award’ by Prime minister, ‘2013 KDA(Korea
Design Award) Identity award’ etc…
 Introduction
• Well known as Mobile application ‘Delivery
people’(배달의 민족) Which provides online
takeaway ordering service based on mobile app
and pc web site

 Main business units
 Online delivery service
• Taking orders from customers based on
mobile application / PC and link it to the local
takeaway restaurants
 Profit Model
• Advertisement Platform : Attract
advertisement of restaurants by using traffic
• E-commerce Platform : Connect customers
to restaurants and taking commission from
them

 Sales/Profit
-표준
-표준
-표준 -표준 -표준
Estimated Revenue(₩100M)
20 Times up
Market Share
etc
A
Downloads
14,000,000
Registered restaurants
140,000
# of monthly reviews
220,000

Internet Marketing Activities
 Communication ‘Delivery people’(배달의 민족) Mobile app Provides the
information of local restaurants
‘Delivery people’ also provides commercial movies, songs,
and events by utilizing Web, Facebook, Youtube, blog etc…
App Web site
Facebook
Youtube
Twitter

 Targeting On the internet ‘Delivery people’(배달의 민족) available to
segment customers in terms of period and interests, Placed
banner ad on the adequate community such as ‘I love soccer’
most biggest football community

Recent Campaign :
Parody Commercial
In 6 months of movie clip, Youtube watch 2.7M, App Visitor has risen 0.6M
(Google play store #46 in Korea)
Campaign
Results
• Start: Aprill 22, 2014
• Primarily started on TV commercial
• Parodied famous paintings and movies by casting
beloved actor ‘Ryu seung ryoung’
• TV commercial + Youtube Upload & API + SNS link
+ Mobile app + Outdoor advertising + Ringtone
Six month in:
• 5 different teaser and main video has shown
• Accumulated 5M views on Youtube
• Application D/L: 14M +
• # of App visit: 0.6M -> 12M
•Ranked #46 at Google sotre in Korea

Parody Commercial
Key Idea 1: Fun
 Made a fun parody of famous paintings and movies by using well know
scene of movies in the form of movie clip, teaser, poster etc…
 Focused on funny scenes and witty catch phrases.
 Targeted Viral Marketing by making commercial fun and stimulate share
and secondary parody by customers
Video Link: http://www.youtube.com/watch?v=s4TatKe4nL0

Parody Commercial
 Encouraging
engagement of
customers who are
interested in marketing
 Recruiting Marketing
camp and applied their
idea in actual
marketing activities
 A user can easily
upload their parody of
‘delivery people’ (배달
의 민족) commercial
through Facebook and
Blog

 Integrate On & Offline activities by distributing Ads at the same theme
 Anchored TV commercial as a main source, create derivatives(posters,
ringtones etc…) for multi use and utilize it other channels(Outdoor
billboard on the bus stop, Subway)
 Link with Apps, Yotube, QR code
 Youtube API is available on app to watch video and upload review directly
from the app
 QR code on the outdoor billboard is also linking Offline Ad to Appstore
Parody Commercial
Key Idea 3: Online & Offline integration

 Cast beloved actor ‘Ryu Seungryoun’ well known as comic image in
movies and ads
 ‘Ryu Seungryoun was a celebrity who has unique image built up through
his filmography and awarded ‘advertisement prize’ from ad association
 Utilized popularity of previous ads and movies he has appeared such as
‘Namja Ramyun’(남자라면), ‘BBQ’, and ‘All about my wife’(내 아내의 모든
것) and easily Succeed to make issue and comments about TV
commercial
Parody Commercial
Key Idea 4: Casting

 Performance change
 Naver Trends – Gradual increase in Traffic
But, there are more dramatic changes in terms of visitors

 Performance change – Before & After the Campaign
 Before Campaign, ‘Delivery people’(배달의 민족) chased by ‘Yogiyo’
 After Campaign, the number of visitor exploded(0.6M -> 1.2M, Weekly) made
a huge gap with competitors
# of visitors
Before campaign
# of visitors
After campaign

 Performance change – Before & After the Campaign
 Before Campaign, ‘Delivery people’(배달의 민족)’s Google play store ranking
was lower than ‘Yogiyo’ (~March 2014)
 After Campaign, It overtaken Google play ranking
Google play ranking
Before campaign
Google play ranking
After campaign

Recommendation
 Beware of social Issues
 Recently the commission fee that Delivery apps taking out from takeaway
restaurants has been issued
 it is viewed as abuse of power by dominant player in the market, in this case,
delivery apps.
 Need to concern of reputation of company by reducing commission and
conducting CSR program if possible
<Commission fee of delivery apps > <On going CSR program>

Recommendation
 Lesson from the competitor ‘Yogiyo’
 Failed to build a link
between Ad & Product
Recently their single TV commercial showed 3.2M
view(more than 2.7M of ‘Delivery people’ but
monthly visitors even decreased

Reference
 Related URL
 http://www.dailian.co.kr/news/view/464050
 http://vip.mk.co.kr/news/view/21/21/2230589.html
 http://www.bodnara.co.kr/bbs/article.html?num=113391
 http://www.zdnet.co.kr/news/news_view.asp?artice_id=20140929113630
 http://www.kbench.com/?q=node/140423
 http://news.unn.net/news/articleView.html?idxno=139939
 http://cafe.naver.com/yeddi82/43322
 http://www.venturesquare.net/531021, http://platum.kr/archives/18039
 http://app.chosun.com/site/data/html_dir/2014/05/23/2014052302600.html
 https://www.facebook.com/smartbaedal?fref=photo
 http://news.mk.co.kr/newsRead.php?no=946226&year=2014

Company report
Hyundai Card
김경태
2012120417@korea.ac.kr
Internet Marketing 2014

Table of Contents
 Company Introduction
 History
 Main product
 Market share & Profit
 Internet marketing
 Web site
 Facebook
 Twitter
 YouTube
 MC 옆길로새
 Summary
 Key Idea 1
 Key Idea 2
 Key Idea 3
 Conclusion & Suggestion
 References

• Company Introduction
– History
– Main product
– Market share & Profit
• Internet marketing
– Web site
– Facebook
– Twitter
– YouTube
• MC 옆길로새
– Summary
– Key Idea 1
– Key Idea 2
– Key Idea 3
– Conclusion & Suggestion
• References

History
 2001 Hyundai Card had started credit card business and changed its name to
current one
 2003 Introduce Hyundai Card M to the market and after that launch alphabet card
series
 2005 Sign the strategic alliance with GE consumer finance
 2008 Ranked first on NCSI, KNPS in credit card category
 2010 Korea Investors Service credit ranked Hyundai Card as AA+
 2013 Hyundai Card became forth largest card issuer

 Hyundai Card developed the VVIP card market by releasing Korea’s first
VVIP cards
 the Black and the Purple
 Hyundai Card opened up a new dimension of credit card design with its
Alphabet Cards
 diversifying the card products with various benefits, catering to customers’
needs
Main product

2011 2012 2013
Hyundai Card 67,481 (12.2) 72,245 (12.0) 69,047 (11.2)
Sinhan Card 121,639 (22.1) 122,504 (20.3) 123,404 (20.0)
KB Kukmin Card 75,058 (13.6) 87,566 (14.5) 87,279 (14.1)
Samsung Card 66,382(12.0) 78,589 (13.0) 83,472 (13.5)
Market share & Profit
• Hyundai Card is forth credit card company in the South Korea which has 11.2% of market share
• Share of Hyundai Card is gradually decreasing over years
• Sinhan Card is the first runner of credit card market but their share is also decreasing over years
• KB Kukmin Card is runner up and their share of the market is increasing over years
Unit : Billion Korean Won
• Profit of Hyundai Card is not decreasing but fluctuating
• Profit of Sinhan Card is gradually increasing despite of decreasing of its total share
• KB Kukmin Card records increasing of profit over times
• Samsung Card also shows the gradual increase of profit
Share
Profit

Internet marketing
Company Introduction
 History
 Main product
 Web site
 Facebook
 Twitter
 YouTube
 MC 옆길로새
 Summary
 Key Idea 1
 Key Idea 2
 Key Idea 3
 References

Internet marketing
Web site
• Provide detailed information about Hyundai
Card and their product
• Customer center help communication
between firm and customer such as Q&A
board and E-mail inquiry

Internet marketing
Facebook
• 212,863 Likes, 3200 taking about Hyundai Card
• Almost every day updates about currently available event for customer
• Facebook fan page is the most popular fan pages among the other fan page of
Hyundai Card
• 212,900 pages are had been written by the firm and this number shows this fan
page is the main internet based communication method of the Hyundai Card
company

Internet marketing
Twitter
• 74,450 following this twitter which is much less than Facebook page
• Even the same messages, there are many differences in number of reply, that is
twitter is less draw attention to the customer
• Facebook fan page is the most popular fan pages among the other fan page of
Hyundai Card

Internet marketing
YouTube
• YouTube has 11,458 of subscriber which is more than Twitter and less than
Facebook
• But the number of whole page view is 17,428,068 as of today(2014. 10. 28)
• According to the number of page view, YouTube channel can be a effective
way to communicate method

Internet marketing
• Hyundai Card is using a lot of
unique advertisement through
YouTube to reach the customer
• For example, MC 옆길로새 made
a big hit, recording 5,304,674
times of page view
YouTube

MC 옆길로새
 History
 Main product
 Web site
 Facebook
 Twitter
 YouTube
 MC 옆길로새
 Summary
 Key Idea 1
 Key Idea 2
 Key Idea 3
 References

MC 옆길로새Summary
• 2013 6th December, Hyundai Card release digital single “make break
make”, which also represent the managing philosophy of Hyundai Card
• Fresh content and way of expression is draw huge popularity from
younger generation
• Within 6 days, YouTube page view exceed 1 million and within 13 days
exceed 2 million
• This commercial song even enlisted in the online music chart site
• Total page view is 5,305,001
• Click below pictures to see the video↴

MC 옆길로새
Key Idea 1 - Fun
• Way of expression has wit and the content represent
the worry of younger generation arouse the sympathy
• Using dancing and singing parrot draw huge attention
because most of customer are not accustomed with
parrot especially doing these kind of things
• rhyme of lyric make some rhythm which put more wit
on the song

MC 옆길로새
Key Idea 2 – Story telling & Engaging
• Not just funny film but carrying a message “make break make” which is managing
philosophy of Hyundai Card but never mention about that is Hyundai Card’s moto
• Message of content is connected the word of bird so it enhance the customer’s
concentration
• Character in the film draw attention of audience voluntarily and transfer to them in
a favorable way because of the cute attribute of the character
• Encourage audience to 옆길로새 which encourage them to participate in the
campaign
<Part of lyric “make break
make“>
MC옆길로새
“Get Live Get Wild Get Live Get Wild”
한번쯤은 옆길로 새 (같이 새)
뻔한 인생 옆길로 새 (같이 새)
가던 길을 한번 부수면 (같이 새)
Different 오늘 만세
” I make break make”

MC 옆길로새
Key Idea 3 – Easiness of diffusion
• Making account of Facebook makes
it easy to diffuse to the customer
• 36,500 people Like the MC옆길로새
• Provide music through music site
also contribute to diffusion
• Kakao talk emoticon had lunched so
it also help diffusing

Conclusion & Suggestion
• Keyword trend result shows getting famous on
the film was successful
• Keyword trend result also shows that when the
peak of MC 옆길로새, Hyundai Card was in the
lowest position
• Another keyword trend shows no correlation
between MC옆길로새 and Hyundai Card
• According to the graph above, popularity of MC
옆길로새 would not last long even though it had
recorded many number on viewer
• Because viral video would not last long,
in order to accomplish long lasting
popularity, frequent releasing of new one
and keeping exposure to the viewer is a
must
• Well address of relationship between
viral video and the firm would help people
to recognize who is sending the message
Conclusion Suggestion
MC 옆길로새
YouTube
Naver trend
Naver trend
Google trend

References
 History
 Main product
 Web site
 Facebook
 Twitter
 YouTube
 MC 옆길로새
 Summary
 Key Idea 1
 Key Idea 2
 Key Idea 3
 References

Content
 국내 신용카드업 현황 2014. 6 – BS금융경영연구소
 https://www.google.co.kr/trends/
 http://trend.naver.com/trend.naver?where=main
 http://webcache.googleusercontent.com/search?q=cache:eHRAGWp01jEJ:www.dovetorabbit.com/season3/DR
EAM/work/Detail.php%3Fnumber%3D202%26Cate%3D4+&cd=2&hl=ko&ct=clnk&gl=kr
 https://www.facebook.com/makebreakmake
 http://m.mk.co.kr/news/estate/2013/1328558
 https://twitter.com/HyundaiCard/status/417923672527998976w
 http://stage.m.music.daum.net/song/vcliplyrics?song_id=10258595&album_id=728591
 http://ad.hyundaicardcapital.com/category/현대카드?page=3
 http://finance.hyundaicardcapital.com/316
 http://culture.hyundaicardcapital.com/search
 https://ko-kr.facebook.com/HyundaiCard/app_161803380690008
 https://mirror.enha.kr/wiki/%ED%98%84%EB%8C%80%EC%B9%B4%EB%93%9C
 https://twitter.com/HyundaiCard
Video
 http://www.youtube.com/channel/UC6ZHTAY56DsfN5DipUEMnug
 http://www.youtube.com/watch?v=tupg3wzV71g
References

Riverscompany<MyBottle>
Product Report
2012100003 Kim Minji
Business School
caspardaviid@gmail.com

Product Introduction
 History
The product was first launched in Japan when ‘Rivers’, a drink ware company,
manufactured a plain pattern bottle. In 2012, Japanese daily supplies shop ‘Today’s Special’
launched its store in Tokyo, and made an order to ‘Rivers’ company to print ‘MY BOTTLE’
letters on the bottle. This eventually resulted in a huge success and the bottle began to
attract people’s attention. Its regular price is approximately 15USD. Although it seems a bit
expensive for its simple appearance, it was quickly sold out in the retail store. In the
beginning of 2014, the bottle started to gain popularity in Korean market through Social
Network Services using hashtag, mainly due to the fact that the attractive pictures of ‘My
bottle’ (containing colorful drinks or fruits) worked as a powerful marketing promotion.
 Initial stage units : offline retail store in Sibuya and Jiyugaoka (only 2 stores)
 After it gained popularity : Group purchase online, Social Commerce shopping online
 Features of the product
The biggest characteristic of ‘My bottle’ is simple and neat design. Thanks to its transparent
color and neat outline, its overall mood changes depending on its contents. The bottle is
also a part of eco-fashion trend. ‘My bottle’ is made of Tritan which does not emit
endocrine-disrupting chemicals, so users can freely use the bottle both for hot drinks and
cold drinks. The bottle can cover from -40 to +100 degrees Celsius.

 Sales/Profit : The big hit of ‘My bottle’ by Rivers company and increasing
orders of the bottle (February ~ May, 2014)
 The list price in Japan is ¥1512 (15USD), however the market price in online auction sites
was over 30USD. In Korea, the highest price for the bottle in Power blogs online group
purchase was about 60 to 70USD. Overall, the price went through a huge growth.
 Because the bottle was not yet imported in official route, people used personal blogs or
internet café group purchase to get this bottle. Lots of shoppers were willing to pay extra
premium to have it, so the price once went up to 70USD. In secondhand article shops the
bottle was sold in around 3~40USD and immediately sold out when its uploaded. Four
hundreds of blogs, and three hundreds of cafes were formed to make a group purchase.
According to an online shop blogger, ‘Buyer Ssong’, because Koreans visited the ‘today’s
special’ shop and stocked up the bottle, the store owner set the limits of the bottle purchase.
A person could only buy 2 bottles at a time. Then Korean shoppers started to change their
clothes to get more bottle. Because of the popularity of bottle people needed to line up in
front of the store to get in. (reference 6)

 Meanwhile, the bottle gained attention from Enterprises and
Corporations. Corporation Marketers focused on its intense popularity
as well as its spreading power throughout personal SNS, and chose to
gain interest from it. Rivers company has already made an official
announcement that the same phrase with ‘My Bottle’ would result in a
legal problem, so they would not allow such an order.
 So Korean Corporations employed an expedient from the
announcement. They ordered Rivers the exactly same figure but
different phrase on the bottle. That is how ‘SIX BOTTLE’ by Mango Six
appeared in the market. Six Bottle went through the first, second and
third sale by subscription, and 30,000 bottles were sold in total.
According to the head of Freyon(public relations agency of Mango Six),
Choi Byeong Kwan, the first sale on subscription was sold out in about
40 minutes, and the second subscription resulted in a homepage traffic
problem because of the outburst of simultaneous connections. After the
online subscription event ‘Six Bottle’ is experiencing a smooth sale in
offline franchise stores.

 Convenience store company also started to take a part of this bottle trend. Seven Eleven
launched ‘Lucky Seven Bottle’, and in a week over 30,000 bottles were sold throughout
the country.
 Coffee franchise brand ‘Latte King’ also launched similar bottle product ‘Enjoy this
moment’ bottle. Yoger Presso, another franchise brand, launched ‘Yop Bottle’ too.
 Sales/Profit : emergence of imitated goods (July ~ now, 2014)
 However, several corporations did not make an order to the original company Rivers but
took more convenient way. Café bene manufactured ‘Demon bottle’ through its own
subsidiary and launched a Demon package containing a bottle and a cheering towel
during the World-cup period. Despite of the fact that national soccer team’s outcome
was not good enough to expect a world-up promotion power, thanks to the bottle most of
the packages were sold out in all stores. Café bene promotion team manager mentioned
the project was a well-made combination of popular item (bottle) and a season issue.
 Lock n Lock, a famous tableware company launched ‘IT Bottle’ with a ring on the cap to
prevent losing it. It first came out as 3,000 quantity limited edition and was sold out. The
bottle is now in the official product line. Lock n Lock Promotion manager, Minjung Kim,
mentioned that “our recent promotion is focused on the bottle trend”.

 Interesting features :
 No active Internet marketing activities from the company itself
The marketing effect was caused solely by the features of Internet
 Via Earned media
The main agent of marketing activities was not the company, but earned
media; members of the market spontaneously participated
 Communication : Promotion Effect through SNS pictures and hashtags
 Instagram

 Twitter
 Blog : diffusion effect by SNS + specific information through Blogs

 Sales
 First on offline market in Tokyo (2012~)
 low accessibility
 Through Group purchase in Korea (late 2013, early in 2014~July 2014)
 via personal platforms like SNS, blogs
<Group purchase via Twitter> <Group purchase via blogs>

 Social Commerce (June 2014 ~)
 T-mon, Coupang, Clock, Groupon, etc.
 high accessibility
 broaden its market segment (from 직구족 to general public)
 Recent campaigns
 Customization = Social Commerce promotion + Personalization
<Social Commers ‘T-mon’
Naver Banner advertisement
20th June, 2014>
<Social Commers ‘CLOCK’
Naver Banner advertisement
29th June, 2014>
<Advertisements on several Social Commerce websites,
still on sale>

 Unlike many other successful Internet Marketing examples, this bottle
used neither a particular marketing platform nor company-oriented
promotion. Even without a specific marketing method, an ordinary bottle
gained sensational popularity SOLELY because of the characteristic of
internet.
 Success of ‘My Bottle’ = directly related with Internet SNS features
+ new instrument of product promotion ‘EARNED media’

‘My Bottle’
From zero base, SNS Boom of the product resulted in Instagram post 51.4K, Blog post 24.8K,
thousands of Twits, and skyrocketing Google/Naver search (0 to 3.4K / 0 to 1.5K)
(Unintentional) Campaign
Results (Jan 2014~Oct 2014)
• Start: early in 2014, January ~ February
• Pictures of the bottle started to spread over internet
mainly around Korean SNS and blogs
• Through the pictures ‘my bottle’ highlights its
design, variety of usage, and appealing visual to
customers
• Instagram hashtag + Twitter hashtag + Blog review
• 51,407+ contents uploaded in Instagram (#마이보틀)
• 24,835+ contents uploaded in Naver Blog
• 1,096+ posts in Twitter only during 26thSep~26thOct
• Google search ‘마이보틀’ : 3,470+
• Naver search ‘마이보틀’ : 1,504+
• before the Boom posts/searches were almost zero
What features of Internet made this ordinary bottle
To become a sensational trend product?

‘My Bottle’
Key feature 1: Appealing visual works well on SNS
 The spread of fascinating pictures around SNS with colorful fruits or various drinks like
coffee, juice, shakes, etc. in the bottle was the very start of the popularity.
 Appealing visual = directly touches SNS users’ Exhibitionistic Desire
<SNS postings with fascinating visuals, and the body text has nothing to do with the bottle itself;
its all about unfinished design work, new Apple computer, and the fact the writer just visited expensive cafe>

‘My Bottle’
Key feature 1: Appealing visual works well on SNS
 According to the enterprises, most of the customers in bottle market are women around 20s
to 30s, who are mostly highly responsive to cultural trend.
 The main SNS usage characteristic of these targets is that these customers want to let
others know the fact that they are using a new, pretty, and trendy product. So they use
internet medium to ‘appeal’ these features.
 Hence product with ‘appealing’ visual (which can help gaining attention among variety of
SNS postings) works well in market for SNS.
 The popularity generates bigger diffusion of marketing effect via hashtag(#마이보틀) on
SNS.
 Lee Sung Jin, Representative of company Neiro: “Exhibitionistic consumption tendency
which mainly appears in luxury goods sales also shows up in ‘My Bottle’ phenomenon.
Fashionable feature of the item which can be shown to other people could generate such a
popularity.“(reference 5)
 Therefore SNS picture promotion through the bottle’s unique visual was appropriate
 ‘My Bottle’ is the successful case of Visual Market, not Tumbler market.

‘My Bottle’
Key Feature 2: People want Exclusiveness on SNS
 Exclusiveness resulting in Personalization on Social Network Service
 When people upload pictures on SNS, their desire to let others know their own personal
features plays a big part.
 I eat something healthy in these days, I got something nice and expensive, I like this
actress or actor, or I like this book and its writer, etc.
 The bottle is the most refined way to convey these information.
 By taking a picture of nice design bottle and its content, and uploading it in SNS, the user
can let all his/her followers know what he/she is doing right now in the most pretty way, and
in that way the user can gain exclusivity within the social group.
<I am drinking healthy tea in these days> <Today I had a cup of citrus juice> <This pretty thing is my breakfast for today>

‘My Bottle’
Key Feature 2: People want Exclusiveness on SNS
 Also by implying personal taste on the bottle itself, customers can secure his exclusiveness
when uploading a picture on SNS.
 Examples: printing one’s favorite artist or writer’s name, favorite actor’s birthday, favorite
singer’s logo, birthday, or movie’s phrase on the bottle
 By these effects of ‘My bottle’ users can be successful in creating a personalized character
on SNS.
 Kim Yong Tae, Representative of Kim Marketing laboratory; “My bottle users would have
attracted to the personalization effect depending on which drinks to put in”.
 Kim Ju Young, Head of Korean Society of Distribution; “Customers would bear
considerable amount of price risks if they can manifest personal features on SNS.”
<Bottle for X-men movie fans> <favorite writer’s name> <Bottle has name on it> <favorite star’s birthday>

‘My Bottle’
Key feature 3: Spreading power of SNS = development of Earned media
 Numbers of Hashtags in Twitter, Instagram, and Blogs
 Diffusion power of SNS
 Promotion’s main agent is Earned media
 Unlike the classic market operation, thanks to the development of Internet, customers
in the market can now actively participate in the marketing process
 As the spreading methods of internet (SNS) become brisk, number of customers who
can play a role in providing market’s information also increased
 That resulted in the development of EFFECTIVE earned media
 In ‘My Bottle’ phenomenon, customers created the promotion method, sales unit, and
marketing effect by themselves.
 The real-life example of marketing theory that consumer-oriented marketing
movement works more effective than company-oriented marketing.
51,407 tags
Retweets @twitter

 Search
 Google trends
 Naver trends
• Google search ‘마이보틀’ : 3,470+
• Before the SNS promotion
search results were 0
• Naver search ‘마이보틀’ : 1,504+
• Before the SNS promotion
search results were 0

 Twitter
 Topsy.com
• # of Tweets : 1,096+
(only during 26th Sep ~ 26th Oct)
• Topsy did not provide all-time
results, so we can only guess that
total # of tweets would be far bigger
• by physical count there were only 18 tweets before January 2014
• # of tweets suddenly started to increase from February 2014
• 78+ from February, and more (total results are not provided)
Physical count
From All Time,
sort by oldest results
Before 2014 After 2014

 Instagram
 Blog
• Instagram posts with hashtag (#마이보틀)
• 51,407+ posts in total
• updated and increasing every day
• Blog posts with the contents of My Bottle
• 24,835+ posts in total
• search range from 1st January, 2014 ~ 26th October, 2014

 Marketing effect Comparison : Before & After
 couldn’t compare Twitter and Instagram results, since they do not provide range specific search function
 But by physical count, most of the posts were written after 2014.
 It is quite clear that # of hashtags and posts dramatically increased after the Boom.
After the promotion via SNS
Search frequency evidently increased # of Blog posts increased enormously
after the SNS promotion
335 < 24879
(2012~2013) (20140101~20141027)
*24835:~20141026

Recommendations for original company, ‘Rivers’
 Final Analysis
 ‘My Bottle’ Boom is a succession case of ‘Visual Market’ based on the
characteristics of SNS (exhibitionistic desire, exclusiveness, spreading power)
 + an extreme example of successful Earned media, resulted from direct
participations of customers provided by internet
 Shortcomings
 Need to develop more analysis on the online ‘Visual Market’
 No precedents or follow-up examples yet
 No structured transfer of effect path yet; relying on speculations

 Strength
 Increased awareness of the company ‘Rivers’
 Name value of the originator
 Weakness
 The popularity of bottle is experiencing a lull (search graphs)
 Threat
 Quick change in consumer trends
 Bottle is a one-time purchase product
 Increase of imitated goods
 Opportunity and its matching recommendations
 Using the newly-created design name value of Rivers, the company can start up a
related business with other corporations.
 Just like the example of Mango Six. Rivers can suggest another design product and make a
contract.
 Creating long-term relations with loyal business consumers
 Target the newly-developed ‘Visual Market’ via Internet and SNS through proven power
of design
 Need to work on more analysis for the stabilized theory of SNS Visual Market
Recommendations for original company, ‘Rivers’

Reference
 Related URL
 (1) '마이보틀'이 뭐길래…인기에 모방품도 등장 | 연합뉴스 | 김아람
http://www.yonhapnews.co.kr/economy/2014/05/19/0318000000AKR20140519158700
030.HTML
 (2) [트렌드] 여심 뒤흔든 '물병 전쟁'…속 보여서 좋다 | 한국경제 | 이시경
http://www.hankyung.com/news/app/newsview.php?aid=2014081023177&intype=1
 (3) 마이보틀은 왜 인기있는 것인가 | 슬로우뉴스 | 박궁그미의 세상 읽기
http://slownews.kr/28919
 (4) 日물병 마이 보틀 ‘직구族’ 에 인기몰이 | 쿠키뉴스 | 김현길
http://news.kukinews.com/article/view.asp?page=1&gCode=kmi&arcid=0008341031&c
p=nv
 (5) 스티브잡스가 들었을것 같은…그냥 물병 | MK뉴스 | 김지아
http://news.mk.co.kr/newsRead.php?year=2014&no=842764
 (6) 마이보틀 구매 후기 http://mine7.tistory.com/272
 (7) 마이보틀 제작사 Rivers company http://www.rivers-korea.co.kr/rivers/index.php
 (8) 마이보틀 판매 매장 투데이즈 스페셜 http://www.todaysspecial.jp/
인터넷 판매 http://www.cibone.com/products/detail.php?product_id=3754
 (9) 커스텀 마이보틀 http://www.ticketmonster.co.kr/deal/83830193

Reference
 (10) 네이버 트렌드 검색
http://trend.naver.com/trend.naver?where=trend&mobile=0&startDate=201301&endDat
e=201410&dtype=&query1=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80
&query2=&query3=&query4=&query5=
 (11) 구글 트렌드 검색
http://www.google.com/trends/explore#q=%EB%A7%88%EC%9D%B4%EB%B3%B4%
ED%8B%80&date=today%2012-m&cmpt=q
 (12) 트위터 트윗
https://twitter.com/search?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80
&src=typd
http://topsy.com/s?q=%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&minti
me=1357074011&maxtime=1413925232
 (13) 인스타그램 해쉬태그
http://iconosquare.com/tag/%EB%A7%88%EC%9D%B4%EB%B3%B4%ED%8B%80
 (14) 블로그 포스팅 검색결과
http://section.blog.naver.com/sub/SearchBlog.nhn?type=post&option.keyword=%EB%A
7%88%EC%9D%B4%EB%B3%B4%ED%8B%80&term=period&option.startDate=2014
-01-01&option.endDate=2014-10-26&option.page.currentPage=1&option.orderBy=sim

Company Report
Park Donghyuk
2009120108
Korea University
Business School
010-9958-1667
dhpark1667@gmail.com

Table of Contents
I. Company Introduction
1. History of the company
2. Main Business Units
3. Sales & Profit (3 years)
II. Internet Marketing
1. Communication (Company’s Marketing Activities)
2. Online channel for sales
3. Recent Campaign
III. ‘누구나 저마다의 여행이 있다’ (Everyone has his/her own way to travel)
IV. Recommendation

Company Introduction _ History of the Comapany
Start of Korean Air
• In 1969, Hanjin Corporation merged with
‘Dae-Han hang gong gongsa’.
• After that, the company became
privatized.
• In 1971, they got permitted to use the air
route between Korea and USA.
• In 1973, they got permitted to use the air
route between Korea and Europe.
Korean Air at now
• In 2014, Korean Air has 148 aircrafts, and
its aircrafts are going to 45 countries, 125
cities.
• One of the members of ‘Sky team’
• The company owns one low-cost airline,
which is ‘Jin air’
• The leading company in terms of the
number of users

Company Introduction _ Main Business Units
Passengers Transportation
• In 1970, they started their first international
passengers transportation
• Taking 25% market share in the whole Korea
market (the leading company)
• It takes a share about 55% of the whole
company sales
Cargo Transportation
• Also started in the same year
• Taking 33.6% market share in the whole
Korea market (the leading company)
• It takes a share about 24.3% of the whole
company sales

Company Introduction _ Main Business Units
0
50
100
150
200
1969 yr 1980 yr 1990 yr 2000 yr 2013 yr
The number of whole
passenger
0
20
40
60
80
100
120
140
160
1969 yr 1980 yr 1990 yr 2000 yr 2013 yr
The number of whole cargo
Unit : ten thousand
Keep growing but
the increasing rate
is reduced these
days
0
2000
4000
6000
8000
10000
12000
Proportion of the passenger
sales
0
2000
4000
6000
8000
10000
12000
Proportion of the cargo
sales
Sales related with
USA
are relatively large,
but
domestic sales do
not

Company Introduction _ Sales & Profits (3 years)
2011 2012 2013
Sales 122,457 123,417 118,487
Gross profit 17207 13304 10950
Net profit -1997 2563 -3835
-20,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2011 2012 2013
Sales
Gross profit
Net profit
Sales & Profits Analysis
• There are little difference between the years
• The amount of sales is stable through the years
• These days the company’s net profit is negative  Profit margin is not good
• The reason : the cargo transportation market is not good these days, and low-
cost airlines become more competitive in domestic market. People tend to use
foreign airlines, because those airlines are cheaper than Korean Air.
 Need new strategy to handle this problem!
Unit : 100 milion

Internet Marketing _ communication
Internet Website
• Offering company
information
• Online reservation is
possible through the
website
Facebook page
• The company uploads its recent
news and promotions
• Carrying out events which
promote the company ex)
‘대한항공 홍보대전’
Youtube page
• In the page, there are lots of
Youtube videos which support
the Korean Air
 Failed to make a big difference in sales of the
company

Internet Marketing _ online channel for sales
• Customers can make a reservation through Korean Air web
site.
Just check some conditions and click, then people can
easily buy their
tickets through online channel
• Its proportion (online sales) of the company’s whole sales
is getting bigger

Internet Marketing _ recent campaign
As mentioned above, market situation to Korean
Air is not that good (Net profit is negative)
Rapid growth of low-cost airlines and growing
preference to foreign airlines
Global cargo transportation market is not good
To make more profits, Korean Air try to create
new demands
Travel to east-south Asia (Vietnam, Burma)
Reason : ①The number of travelers to Vietnam or
Burma is relatively smaller than other
countries (kind of new market)
②Growing interest to those countries
People have some interest these days+ Korean
Air’s promotion will make people’s interest
more
bigger + Korean Air serves direct air route to
those places which is very convenient

누구나 저마다의 여행이 있다
Campaign
• Start: May 30, 2014
• Through its own web page, promotion for its air
route to Vietnam and Burma
• People should answer to some questions, then the
website is going to pick one travel type for you
• Web page link + Facebook link + Youtube video
Results
Approximately 5 months in:
• Website Visitors : over 7,000 after 1 month,
and over 46,000 after approximately 5 months
• The number of viewer in Youtube (main
video) :711,731

누구나 저마다의 여행이 있다 Key Idea 1: Fun
• The idea : We will help you find your own travel style!
There are many people who want to know their style They feel
interesting
People are interested in the result Complete the questions
• If you enter to the web page, first, you will meet some questions
about your preference. ( ex) Between two landscape photos, which
one do you prefer? )
• The contents of the questions are very fresh and original.

누구나 저마다의 여행이 있다 Key Idea 2: Involvement
• After the questions the web page recommend one place to you
• The recommendation comes out from the result of your questions
People accept the recommendation more easily, because it is based
on their
involvement(questions)
Make people think the destination is chosen by themselves

누구나 저마다의 여행이 있다 Key Idea 3: Stimulation
• In the web page, there are many exotic pictures of Vietnam and
Burma
• Also, the web page provide short explanation about the pictures
• They recommend you the place or restaurant where you must
visit, and give you brief information about the best way to enjoy
Those pictures and information make you feel the trip to the place
which is
selected by the questions must be special

누구나 저마다의 여행이 있다 Key Idea 4: Confidence
• Actually, Vietnam and Burma is not well known (popular)
countries to Korean travelers people are afraid of something
they do not know well
• People become confident, because the web site give them useful
tips for the strange places (lessen the anxiety)
• As mentioned above, the web site’s recommendation is based on
customer’s preference. People could be more confident, because
they think the recommended place is well-fitted with them

The number of the viewers has increased
(comparing with the last promotion)
success to get attention (exposure)

Monthly visits for the web site ‘누구나 저마다의 여행이 있다’
Monthly visits for the web site ‘Korean Air’
After the
promotion, the
monthly visits are
slightly influenced
by the promotion
(not a big
difference)

200000
220000
240000
260000
280000
300000
Korean Air Asiana
The number of 'Like' in Facebook
No significant
difference
Google trend : Korean Air
• Through the graphs above, we can figure out that Korean
Air’s internet marketing not that successful.
There is no significant difference in people’s interest in
Korean Air, and
Asiana still have larger number of ‘Like’ in Facebook.
Reason : Consumers are much more sensitive to the price
Total number of ‘Like’

Recommendation
• The promotion itself
success to get some
attention and interest
• Create new needs
(Travel to Vietnam and
Burma)
Fail to make more profit
People get information and idea
through the
promotion and make a trip with other
airlines

Reference
Related URL
• ‘누구나 저마다의 여행이 있다’ :
http://mytravel.koreanair.com/main.jsp
• Korean Air : https://kr.koreanair.com/korea/ko.html
• Similar web : https://kr.koreanair.com/korea/ko.html
• Korean Air facebook page :
https://www.facebook.com/KoreanAir?fref=ts
• Youtube Korean Air promotion main video :
http://www.youtube.com/watch?v=Z4HjizPd2XQ&list=TLRH0
ZMaIYX9Rv5l8U2_6W6b0Uw9CH9MbH

Company Report
:Starbucks
Park, Hyun-Jin
2011280053
highkick2010@korea.ac.kr

 History
 1971 Starbucks opens first store in Seattle’s Pike Place Market.
Folklore :Starbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by
the sea – featuring a twin-tailed siren from Greek mythology.
 1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to
fine restaurants and espresso bars.
 2014 Announces collaboration with Oprah Winfrey to co-create Teavana® Oprah Chai tea.
Enhances I Phone app with shake to pay and digital tipping.
Offers New Summer Refreshment options with Fizzio™ Handcrafted Sodas and Teavana® Shaken Iced Teas.
Opens stores in: Brunei and Colombia.
Total stores: 20,519 (as of March 30, 2014)in 65 countries.
 Organized into two business units that correspond to the company's operating segments: North American and
International. Set up to build Starbucks’ businesses outside North America, including opening company- owned, licensed,
and joint-venture-based retail stores worldwide.
 The coffee giant, based in Seattle, Washington, currently has two business units, Starbucks US and Starbucks Coffee
International (SCI)
 Global Consumer Products (CPG) and Foodservice business units.

 Sales/Profit (recent 3 years)

 Communication
 Starbucks uses Web/mobile site, blog, Face book, YouTube, Twitter, App.
1) WEB SITE
3) FACE BOOK
2) BLOG

 Communication
 Starbucks has been hugely successful on social media, attracting tens of millions of fans and followers and becoming one
of the most popular brands on Face book.
4) YOU TUBE 5) TWITTER
6) APP

 Sales-channels
 Users purchase in stores
 Through online
 Recent campaigns
 Starbucks Launches Brand Campaign, 'Meet Me at Starbucks‘
 Treat Receipt
 Behind the Scenes
 Starbucks TV Campaign Celebrates Life's Moments in Text and Emoji

Campaign
 Start : Oct 28, 2013
 It’s an interesting validation of the idea that social media can
have a very direct ROI.
 Starbucks launched a ‘Tweet-a-Coffee’ campaign that enabled
people to give the gift of a $5 gift card just by putting both
‘@tweetacoffee’ and a friend's handle in a tweet.
Result
• Over $180,000 has been spent to date, with users buying almost
37,000 gift cards
• More than 27,000 unique users bought gift cards for friends,
and 34% bought more than one gift card
• Not surprisingly, much of the activity took place early — 32% of the
gifts were bought on the first day
Starbucks ‘Tweet a Coffee’

Key Idea 1: Digital marketing
 This Campaign was about a lot more than gift cards
 It highlights how the key to good social media marketing is about engaging with the target a
udience, offering them something that they want or need and let the momentum do the mar
keting.
 “Tweet-a-coffee is a key next step as we innovate our social digital gifting offering.”

 ‘a ‘Tweet-a-Coffee’ campaign that enabled people to give the gift of a $5 gift card just by pu
tting both ‘@tweetacoffee’ and a friend's handle in a tweet.
 By creating a massive buzz and involving as many fans as possible
 By offering consumers the chance to buy a friend a coffee, not only are Starbucks making s
ales, they are offering a new and interesting way for people to engage with their friends as
well as with Starbucks.

Key Idea 3: Tie - in
 Starbucks now has information for all these gifters and recipients in their system, and this
can have massive longer-term impact on the ROI of this campaign
 As these users continue to be customers, Starbucks now has a tie-in between theTwitter
accounts + credit cards + mobile devices + their customer list, and they have it for 54,000
people .
 They can see the demographics of who are getting involved and this information is like gold
to a marketer.
 Armed with such information, marketers are able to create targeted campaigns to appeal to
exactly the right people in the right place at the right time.

 Search
 Google trends
 http://trend.naver.com After Oct 28, search increased

 Twitter
 www.topsy.com
 Mobile app download
 www.appannie.com
 http://www.appranker.co.kr
Twitting
Starbucks
A lot of
starbucks app

Recommendation
 Starbucks recently announced its second quarter 2014 results, which are extremely
promising. In fact, the company's success may help other food and beverage retailers who
are hesitant to embrace mobile technology realize that doing so is a smart business
decision.
 All in all, Starbucks has been pleased with the effect that mobile marketing has had on its
bottom line, especially when integrated with other strategies such as the company's highly
successful loyalty and gift card programs.
 Coffee Variety and Quality Control
In catering to different consumer preferences, Starbucks needs to increase its
variety of coffee offered. Starbucks needs to ensure that the coffee offered is
of the highest quality.
 Starbucks Drive‐Through
Although Starbucks’ strategy has been to open as many stores as possible, most of its
stores are mid‐sized. As a result Starbucks loses potential customers.

Reference
 Related URL
 Starbuckshttp://www.starbucks.com/business/international
-stores
 Yahoo http://finance.yahoo.com
 Marketrealist http://marketrealist.com/2014/02/
starbucks-1q-fy2014-earnings-call-in-handy-charts-and-nu
mbers/?utm_source=yahoo&utm_medium=feed&utm_con
tent=toc-1&utm_campaign=starbucks-comparable-store-g
rowth-going-strong-worldwide-at-5
 Ecosultancy
https://econsultancy.com/blog/64328-eight-awesome-soci
al-campaigns-from-starbucks#i.gw7k1r1063cvor
 Mashable
http://mashable.com/2013/12/05/starbuckss-tweet-a-coffe
e-180000/
 naver http://blog.naver.com/stussy9505/60203967386
 http://blog.naver.com/kchwred/203808818
 Google trends
 http://trend.naver.com
 www.topsy.com

Reference
 Video, image, etc. http://blog.naver.com/kchwred/203808818
Tweet a Coffee Send an eGift via Twitter.mp4
←Double click here

Company Report
2011120011 Seone Park
ssummerblue@gmail.com
Internet Marketing 2014 Fall Semester
Lego Group

 History of Lego Group
- Started in 1932 at a Danish carpentry works
- Expanded to producing plastic toys in 1947
- Has extended its business area to theme park, films, clothes and so on
- Experienced crisis in mid-1990s, recovered by hiring new CEO and innovating its business
strategy(explained in detail in the next slide)
 Main Business Units of Lego Group
Mainly, Lego product(bricks, figures, and sets of them) accounts for biggest part in Lego
Group’s sales, while they extending to related business areas based on characteristics of Lego
- Lego: Original and representative products
- Lego store: Operates 90 Lego stores(retail store). 68 in the United States, 7 in Canada, 15 in
Europe.
- Lego Land: Currently operates 6 theme parks in the world, building more. July 2005, the
control of 70% of the Legoland was sold to the Blackstone Group of New York, while the
remaining 30% is still held by Lego Group
- Films: Started its first animation film <Bionicle-Mask of Light>, 2003
Feb 2014, Lego's 7th animation film <The Lego Movie>, by Warner Bros
- Lego Serious Play: Started around 2000, a form of business consultancy fostering creative
thinking
Lego Group

- Lego's profits had declined since 1992, and in 1998 it posted its first ever loss, at £23
million, and laid off 1000 employees
- It was mainly due to emerge of digital ages with video/computer games
- From mid-2000s Lego started to recover by focusing on its core products
- Have started to accelerate with so-called ‘story marketing', by giving its products lines
story(themes), and making films such as Lego story(2012), The Lego Movie(2014)
(DKK
Billions)
Lego Group
0
10
20
30
2011 2012 2013
Sales Profit

 Communication
 Official Website
Provides products information(microsites), games, interesting contents such as video, and
official e-commerce site
 Microsites
Many product lines have their own dedicated microsites
with abundant games, video contents, and so on
Lego Group
▼Official website
▼Micriosite of ‘Lego Ninjago’

 Communication
 LEGO’s own social networking website for LEGO fans
- More like official fan community website, rather than real ‘Social network service’ where it
can access and interact with larger number of and broader ranges of customers
 Lego Idea: Gets an idea of new product from Lego fans, based on crowd-funding
system
 Rebrick: LEGO fans share user-generated LEGO collections
 My Lego Network: LEGO fan communication site for children. They collect, build, and
trade with virtual items
 Several unofficial Fan websites such as mocpages.com
Lego Group

 Communication
 SNS
 Youtube
- LEGO: Official LEGO promotion videos sorted by Theme
- LEGO Club TV: Interesting videos such as Designers’ video, Lego Club show, Lego
Music
 Facebook, Twitter, Instagram, Google+, Pinterest
- Share official promotion videos, photos, events, and other theme-related contents
- Not so differentiated among these SNS channels in terms of contents
- Compared to other company’s SNS, interaction with customers is not so active
- Limited to promoting Lego’s contents (not so two-way)
- Also need to connect SNS’s contents with its own social networking websites
- Facebook 9m+ likes
- Twitter 1.9m+ followers
- Google+ 1.5m+ followers
- Instagram 300,000+ followers
- Pinterest 2,000+ followers
Lego Group

 Communication
 App
- Free mobile game apps based on Lego themes (No in-app purchases)
- Each one with more than 1 million downloads
- LEGO City My City: 10 milion+ downloads
- Several series with 5 million+ downloads
Lego Group

 On-line sales channels
 Official E-commerce website
- Highly encourages its customers to shop on official e-commerce site
- Fancy and well-organized, products sorted as themes, categories, age ranges
and so on
 Open market such as Ebay (in Korea: G-market, Auction, 11st…)
 Such as Amazon (in Korea: Lotte.com, GS shop…)
Lego Group

- Partnership with Google, ‘Google Maps + LEGO bricks’
- A browser-based online Lego builder, with users’ creations located on Google
Maps and shared worldwide
- “Lego building experience that sprawled over real-life geography”
- Based on Google Map interface and connected to Google+ account
Recent campaign
‘Build with Chrome’

 June 2012 Started as a part of LEGO's Festival of Play, which marks the 50th
anniversary of LEGO Australia
- At the moment only Australia and New Zealand map were serviced
Recent campaign
 Jan 2014 Official worldwide launch
- Expanded to the worldwide map
- Added ‘Building Academy’ with promotional tie-ins to the upcoming The Lego
Movie(Feb 2014. The “instructor” is a character from The Lego Movie and
completing challenges unlocks additional bricks)

 Steps to play ‘Build with Chrome’
- Initially it presents the user with a familiar Google Map-style interface
- User chooses where to build his models on the map
- User builds up his Lego creation and submits it
- After being checked by LEGO, it is located on map and shared worldwide with user’s
Google+ profile
- Users can navigate the world map and view other Lego creations made by others
- Their own creation or others’ can be shared on Google+
Overview

- Easy to play, ‘The simplest online LEGO builder’
- Works right in browsers (Buildwithchrome.com), no need to download
anything  Clicking the site by curiosity connects more to actual playing
- Enabled by Google’s technology; Google wanted to demonstrate the power of
its Chrome browser (Chrome supports WebGL for rich, interactive 3D)
- Available not only on web, but also tablet and mobile phone
- Intuitive and easy user interface (everyone knows how to build up blocks!),
also providing easy and fun tutorial (build academy)
Key Idea 1: Easy to access and play
▲Tutorial ‘Build Academy’

- Idea of building up my own LEGO on the world map
- Once submitted, user’s creation is permanent on the map and shared
worldwide
- People can make their creation based on local characteristics or individual
preference, and it is fun to look at local models or others’ unique creations
Key Idea 2: Enjoyable concept of contents  High level of engagement

- Different from other Lego-related contents or games, Build with Chrome is most similar
to actual Lego playing experience
- For people who don’t have a chance to play LEGO currently(e.g. grown-ups and adults),
it provides vivid experience of playing LEGO
- It reminds them of their childhood memory of playing LEGO, strengthening the
emotional relationship with them
- It can influence actual purchaser(parents) and potential customer(who will become
parents) to buy Lego for their kids in future consumption situation. This influence would
be very high, since normally parents don’t play themselves toys which their kids play.
- For the kids customers and existing Lego Fans, also strengthen the relationship with
them by extending scope of playing Lego from offline to online
Key Idea 3: Indirect experience of using real products

- By using Google+ account, all the creations on the map are connected to
user’s Google+ profile
- People can share their own creation on Google+
- Also take advantage of Google’s brand power and its abundant users
Key Idea 4: Connected to SNS(Google+)

 After first launch in June 2012
 250,000 visitors in 12 hours
 800,000 visitors in 1 week
 1 million+ visitors in 3 weeks
 66,000+ published builds(users’ creations) in 3 weeks
 After official launch worldwide in Jan 2014
 Official video introducing ‘Build with Chrome’ on Youtube
1 milion+ view, 2,000 share, 5,800 likes <Figure 1>
 Search(Google Trends, Naver Trends) (2012.06-2014 present)
Increased dramatically compared to first launch <Figure 2>
 Twitter <Figure 3>
Mentioned a lot at the time of its official launch
Didn’t last that long, which can be inferred from the Search Engine trend statistics
But still steadily mentioned
▲<Figure 1> Youtube views(2014.01-2014 present)
▼<Figure 2> Google Trends(2012.06-2014 present)
Results
▲<Figure 3> Tweets on build with chrome, by TOPSY

 Lego has conducted numerous unique online and offline promotion activities
based on its characteristics, ‘Creation’.
 ‘Build with Chrome’ is one of those Lego’s recent promotion activities
 It has gained explosive attention and response from people, however those
attentions are hard to last for a long term
 Lego’s online marketing such as official websites, E-commerce sites, and its own
social networking community sites are pretty successful, but in real ‘social’ part, it
lacks active interaction with its customers
 Other than enthusiastic mania, trends and focus have been moved from
traditional, company-providing official websites to SNS where firms can reach
broader customers.
 Lego needs to develop more interactive relationship with its customer via SNS
 It can create other promotion activities based on ‘Build with Chrome’, making it
lasting
 Can obtain more sustainability of its service, since it is serviced based on
Chrome partnered with Google and its SNS Google+
Conclusion

Reference
 Related URL
http://www.Lego.com
http://www.northkingdom.com/cases/build-with-chrome/
https://econsultancy.com/blog/10322-lego-great-online-strategy-but-what-a
bout-social#i.kpgqo8e6yeb2ye
http://www.gizmag.com/google-lego-build-with-chrome/23098/
http://www.gizmag.com/build-with-chrome-lego-google/30652/
 Video, image, etc.
http://www.gizmag.com/build-with-chrome-lego-google/30652/pictures#8
http://www.youtube.com/googlechromeaunz

COMPANY
REPORT
PAMPERS
JAPAN
“Mom’s First b
Son Woong
Business School
sparking900@korea.ac.kr
http://facebook.com/sonwoong

 History
- In 1956, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild.
- So he assigned fellow researchers in P&G's Exploratory Division in Ohio to look into making a better
disposable diaper.
- Pampers were introduced in 1961. They were created by researchers at P&G including Vic Mills and
Norma Lueders Baker.
- In 1969, Pampers launched a ‘wingfold’ design. By this time, Pampers became a national brand in USA.
Pampers is a brand of baby products marketed by Procter & Gamble. Pampers was at one time only used
as a trademark for a disposable diaper, but has since become a generalized trademark used to refer to
any brand of diapers.
1. Diapers – main product.
2. Training pants
3. Baby wipes

Sum up.
• 2013. Total 35% global market share with $10
billion net sales.
• Q1. 2014. Online Sales 26.9% Market Share

 Communication – Integrated Marketing Communication
Internet marketing activities
SNS
TV
ads
Offline
promotion
PAMPERS use
TV ads for building
brand awareness
Offline promotion for
market penetration
SNS and blog for
Customer’s attitudinal
loyalty
To increase customer’s attitudinal loyalty, Pampers use various social media channel.
• SNS like facebook and twitter are used as a viral marketing channel of Pampers new product.
• Blog is also used as a customer inquiry and complain channel for better services.
• Pampers TV advertisements and viral videos are uploaded in Pampers’ youtube channel.

 Communication – SNS and Internet based communication
https://twitter.com/Pampers
118,696 followers
https://www.facebook.com/PampersGlobal?fref=ts
14,067,542 LIKE
http://www.youtube.com/user/Pampers
Youtube subscription 12,460
https://getsatisfaction.com/pampers
blog

 Sales
 On-line channels
• Customers can directly buy Pampers
products with various discount events.
• Customers can enjoy some benefits if
they like facebook page or re-twit
• Mega distributers like warmart, flipcart,
amazon, best price, etc also provide
online channel for customers.
• Pampers Homepage direct buy • Mega distributer’s online homepage

Nike ‘True City’
Emotional Marketing is a term used within marketing communication that refers to the practice of
building brands that appeal directly to a consumer's emotional state, needs and aspirations.
Emotional branding is successful when it triggers an emotional response in the consumer.
Necessity for EM
Due to bloody competition in TV ads and offline promotion, Pampers should have…
• tried more sophisticated marketing method.
• built more effective way to bond existing consumers together.
• attracted new consumers so that they became more interested in Pampers product line.
The needs for Emotional Marketing
Has been skyrocketed!
EM would helps Pampers to attract it’s core target consumer
1. Existing consumer (mothers of children under age 5)
2. Future consumer (unmarried woman who cares about nurturing their future babies)

Nike ‘True City’“Moms first birthday”
 Recent campaign – Viral Youtube marketing based on EM
“Mothers first birthday” campaign
• Released : 2014. 7. 31.
• For consumers in Japan only
• It celebrates a big milestone in a new
mom's life—her baby's one-year
checkup. The brand partnered with
some dads to surprise some moms,
and the result is sweet and
heartwarming.
• Youtube, Facebook page, twitter channels
are used for viral spreading.
http://www.youtube.com/watch?v=uu3iM1azTj4

 Recent campaign – Results
Results
• Youtube views : 3,533,273
• Estimated Earnings : $2.1K ~ 14.1K
• 2014’ 칸광고제(Cannes Lions International Festival of Creativity)
• FILM CRAFT LIONS GOLD AWARD
• Pampers japan successfully attain global attention thanks to this
marketing activities
• Socialblade Youtube video statistics – Estimated earnings
• Socialblade Youtube video statistics – Total views 2014. 8. 1. ~ 2014. 10.19.

 Recent campaign – Results
• Topsy twitter analysis of video RE-TWIT rate
• Google trends Pampers japan search statistics
The numbers of
Tweeting search has
been constantly
maintained at the
average of 150,000 per
month.
After releasing video on
Youtube, searches on
Google for Papmpers
Japan have increased
dramatically.

Recommendation
 Brand position
 Communication strategy
 Campaign strategy
Recommendation
Marketing mix
By satisfying customers’ needs for high quality and
functional diaper, Pampers might become the world’s
leading diaper seller.
Communication
Through the both offline and online promotions, it is
expected to strengthen the communication with their
customers, and will not fall behind the aggressive
competitions in the diaper market
Campaign – emotional marketing
By utilizing emotional marketing, Pampers may
appeal to both current and future customers, and will
be able to follow up with the more sophisticated
marketing methods.

 Search
 Google trends – google search rate for Pampers japan
 Socialblade youtube video statistics – Estimated earnings
 Socialblade youtube video statistics – Total views for a month
 Twitter
 www.topsy.com – twit/re-twit rate statistics
 Stussy marketing company blog - http://blog.naver.com/stussy9505/220146922684
 Wikipedia, the free encyclopedia about Pampers - http://en.wikipedia.org/wiki/Pampers
 ROCKEYNEWS 24 - http://en.rocketnews24.com/2014/08/08/try-and-get-through-this-video-without-tearing-
up/
 Slide share - http://www.slideshare.net/niccotan/pampers-imc-plan
 LIFE BUZZ - http://www.lifebuzz.com/mothers/
 ADWEEK, THE PRESS TELEVISION ADVERTISING AND BRANDING
- http://www.adweek.com/news/advertising-branding/ad-day-pampers-gives-moms-sweet-surprise-their-babys-first-
birthday-160151
Performance measurement
References

Heineken
Company Report
Sol Song
2009120052
E-mail address:skyro103@naver.com

Table of contents
 Company Introduction
• History
• Main business units
• Sales/Profit (recent 3 years)
 Internet Marketing Activities
• Communication
• Recent ADs
• Latest campaign
 Recommendation
 References

History
Heineken International is a Dutch brewing
company, founded in 1864 by Gerard Adriaan
Heineken in Amsterdam. As of 2012, Heineken
owns over 190 breweries in more than 70
countries and employs approximately 85,000
people.

History
Three key factors make Heineken unique:
Heineken® was the first and remains the only truly global
beer brand, enjoyed in 178 countries around the world
Heineken have a unique, worldwide footprint with
operations in over 70 countries, which means we have a
broader reach for our brands than any other brewer
Heineken have an internationally diverse, dynamic,
committed and entrepreneurial team of over 85,000
employees

Main Business Unit
It brews and sells more than 170 international
premium, regional, local and specialty beers,
including Cruzcampo, Tiger Beer, Żywiec,
Starobrno, Zagorka, Birra Moretti, Ochota,
Murphy’s, Star and Heineken Pilsener.

Sales revenue
Revenue grew 4.5 per cent, including a positive net consolidation
impact of 7.5 per cent and unfavorable foreign currency translational
effect of 2.1 per cent, largely driven by depreciation of the British
pound, Egyptian pound, Nigerian naira, Brazilian real and the Russian
rouble versus euro reporting currency. An organic revenue decrease
of 0.9 per cent is made up of a total consolidated volume decline of
3.5 per cent, partly offset by a 2.7 per cent increase in revenue per
hectolitre.

Sales revenue
"The integration of APB was successfully completed,
strengthening our competitive position. Continued
investment in our brands delivered strong growth in key
markets. And for the first time Heineken® surpassed 1mhl
in China."
Roland Pirmez, President Asia Pacific

Communication
Unique entrance page
① Greeting by customer’s
own language
② DOB Information saving
③ Identity appealing
Main homepage
① All language(all target
Country) provided
② Same formation of the page
all over the world

Communication
Facebook page
① Update new post at least
twice a month
② Recent Campaign, Recent
AD, Festival worldwide
Enormous Activities
59 categories such as Heineken
zoom(festival held in Holland),
Heineken Music, your future bottle
However most of them were
outdated or removed

Recent Campaign
Campaign
• Start: May 19, 2012
• Heineken Company HR Department
• Showed unique recruiting process and invited
customers to the recruiting process
•Actually hired the applicants who had be
elected by people
Results
One month in:
• Youtube click: 5M
• The number of HR site entrance
increased 279%
• Applicants increased 317%
• Google post 1.1M(87% are positive)
• 400M Gogle search

Recent Campaign
Hidden Camera
① Candidates experienced very strange
situation such as heart attack of
interviewer
② Choose 3 candidates who act like
Heineken’s vision(open your world)
Winner
The winner was the man who helped the
man on the edge to suicide
He still works in heineken

Recent Campaign
Keyword= Heineken
Meaning
1. The number of google
search was meaningful ->
meaningful as a marketing
activity
2. People in the internet
choose the man who will
work in Heineken
->Active participation of
customer
3. Applicants increased 317%
->Internet marketing
influence not only sales but
also Human resources

Recommendation
Heineken is successful in communicating with
their worldwide customers
Also, their AD and campaign successively got
attention from the people
However Heineken on Facebook is not adorable
suggestion
 Remove the category which outdated
 Customer can easily access on the interesting activity
 Develop each country’s Facebook page
 Enhance the communication through Internet
 Another SNS method such as twitter

References
 Heineken AD-Candidate
http://www.youtube.com/watch?v=j5Ftu3NbivE&list=TL0kM3f8SmoCc_EHu0JFSeV270jb
L6N91Z
 Heineken Homepage http://www.heineken.com
 Heinekencompany –Annual report http://www.theheinekencompany.com
 하이네켄이 직원을 뽑는 방법?! Heineken - The Candidate|

Company Report
Hae In Sung
Korea University Business School
Student ID 2010120037
jeranum8@korea.ac.kr

 History
 1962: Established in California as a beachwear retailer.
 1984: Acquired by Canadian retail store chain Suzy Shier.
 2003: Following years of financially lackluster performance on the part of Wet Seal,
CEO Kathy Bronstein is forced out of the company; Peter Whitford takes over as
CEO and Allan Haims is named president of the Wet Seal division.
 2004: Whitford and Haims resign from the company.
 2005: Joel N. Waller is named CEO.
 2013.1: New management has executed a number of changes to position Wet
Seal for growth and drive shareholder value
 2005~2013 Changed a lot of CEOs
 CIO John Kubo
→ Developed iRunway application. Active in establishing viral marketing
strategies
 Current CEO : Ed Thomas

 Target : 13-23 year old girls
(So to speak, teenagers)
 Mall-based stores average 4,000 square
feet
Fun, trendy and fashion basic apparel and
accessories with budget-friendly prices
 Target : 21-39 year women
 Mall-based stores, average 3,100 square
feet.
All social occasions, broad assortment of
other categories plus accessories.

 Sales/Profit (recent 3~4 years)
581
620
580
530
2011 2012 2013 2014
25 25
-70
-38
13 15
-113
2.8
2011 2012 2013 2014
Operating Income Net Income (USD Mil)
(USD Mil)
Revenue
47.8 47.6 48.6
34.4
9 9.6
14.9
22.2
0
10
20
30
40
50
60
2011 2012 2013 End of 2013
Cash(Equivalents) (%) Inventory (%)
 Not so profitable over past 3 years
 Compared to Revenue decrease, Net income
decrease is steeper
 Cash(Equivalents) tend to decrease whilst
inventory steadily rose

 Facebook : https://www.facebook.com/wetseal
 Twitter : https://twitter.com/wetseal
 Pininterest : http://www.pinterest.com/wetsealfashion
 Instagram : http://instagram.com/wetseal
 Youtube : http://www.youtube.com/wetseal
 Wanelo.com : http://wanelo.com/wetseal
 Tumblr : http://wetseal.tumblr.com/
 Address
 Effort to communicate with its main
target of teenage girls
 Active marketing activities done in
diverse channels
 Launched Wet Seal Plus(+) for
further communication
+ Snapchat(Recent)

 Sales Distribution Channels
 Offline malls  Online mallTotal 531 stores in 47
states and Puerto Rico
www.wetseal.com

Marketing Application : iRunway
iRunway is a mobile application developed by Wet Seal
to attract and sustain consumers
 Key Features

Marketing Application : iRunway
iRunway is a mobile application developed by Wet Seal
to attract and sustain consumers
 How did they know?
91% of people knew the app through
referrals
‘Word Of Mouth’ Effect
 Overview(iPhone platform)
Most people thought the
app was excellent and
found satisfaction in its
usefulness.

Wet Seal : Model Search
 What IS ‘Model Search’?
• Event is held once a year
• Grand prize is $500 gift card plus trip to a certain
region(changes each year)
• Pick ‘ordinary people’ as models
• Let people ‘vote’ for models
• No restrictions on Height/Weight/Race/Brands
→ Participants between 13 to 18 need permission
from their parents
→ United States residents only
→ Stated the major factor for election as ‘personality’
A process for selecting models by
Wet Seal which also serves as a
marketing tool
→ Event period during March 2014
to April 2014
 Characteristics of Model Search

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