Kelly Martin

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Korea-US International
Presented by
Kelly Martin Stacey Dunn Rob Soltan Jennifer
Koelzer Ken-Ge Chiu
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Country Overview

• Seoul
• Inchon
• Taegu
• Pusan

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• Economic Trends
• Advertising Potential
• People and Values

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Hofstedes Cultural Dimension
Scores UAI 85 LTO 75 PDI 60 MAS 39 IDV
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• High Context
• Harmony with Nature

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Logo

• A. Language Difficulties.
• B. Mi Pang!
• English Translation Beautiful Bread
• Muffin shops in major cities throughout Korea.

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Product Strategy
A commitment to fresh baked products. A wide
variety of flavors and a relaxed atmosphere that
can be enjoyed among friends.
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Competitors

• Crown Bakery
• Independently owned family bakeries
• Starbucks coffee shops

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Objectives

• Our advertising objective is to obtain 20
  awareness for our Mostly Muffins products among
  women age 15-35 who are light to medium users
  and/or buyers of Muffins
• The awareness objective will be achieved at the
  end of a one year period.

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Target Audiences

• Females, Age 15-25, Students
• Socializing with friends
• Eating a fresh product
• Females, Age 25-35, Mothers
• Food for family
• A quick snack on the go.

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Attributes / Benefits

• Fresh Baked
• Affordable
• Variety of Sizes
• Fresh Ingredients
• High Quality

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Product

• Freshest ingredients
• Whole fruit chunk
• Rice balls shaped as muffins
• Kim-Chee flavor

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Place

• Department Stores
• Korean version of shopping malls.
• Mi Pang Bakeries
• near subway stations

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Price

• Small Muffins 400 W 0.32
• Medium Muffins 700 W 0.58
• Large Muffins 1200 W1.00

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Promotion

• Free Sample to College Students
• World Cup 2002 Sponsorship

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Media

• Television
• Transit
• Billboard
• Radio
• Sponsorship
• Public Relations

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Flow Chart
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Positioning Statement

• Korean transition Chin-Gu-Wa-Gatchi
• Mi Pang is like your friend.
• Freshness you can share with your friends.
• Culture
• Target Audience

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Billboard
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TV Spot
Video FADE IN LS Strawberry orchard ZOOM IN
MCU Someone picking strawberries PAN CU
Pours strawberries into a big basket Audio
MUSIC Upbeat Korean music Video TRANSITION
CU Strawberries being poured into a strainer
and washed under water Video TRANSITION CU
Chunks of strawberries in a bowl being placed
into the batter of individual muffins Video
TRANSITION CU Muffins coming out of oven,
looking fresh and tasty
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TV Spot
Video TRANSITION CU Muffins on a tray with
fresh fruit around them, being placed into a
glass case Video PAN MCU Across glass case
showing other types of muffins Video CUT
MCU Muffins being handed to a group of
friends Video PAN MCU Group walking to a
table, sitting down eating muffins together
and sharing with each other GRAPHICS MI PANG
logo and tagline Chin Gu Wa Gatchi (This
muffin is your friend) Audio MUSIC decrease
volume ANNOUNCER MI Pang, Chin Gu
Wa Gatchi
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Conclusion

• This campaign will effectively reach our target
  audiences in Korea
• The launch of the Mi Pang brand will be a success
  because
• Based our campaign around Korean values, instead
  of just expressions of culture
• Created meaningful associations
• Personally relevant to target audience
• Differentiated products and indicated quality

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Thank You