A Cheju A Cheju of of SHILLA SHILLA - New Brand Identity Strategy -
Mar 15, 2016
A ChejuA Cheju ofof SHILLASHILLA- New Brand Identity Strategy -
1. Situation Analysis
2. Strategy for Brand Communication
3. Practical Tactics
Contents
Situation Analysis for
Brand Communication
Market Analysis
0
500000
1000000
1500000
2000000
2500000
'99 '00 '01 '02 '03
Domestic Tourist
0
20000
40000
60000
80000
100000
120000
140000
160000
'99 '00 '01 '02 '03
Foreign Tourist
Decreasing numbers of foreign tourists
Increasing numbers of domestic tourists
Different results corresponding from the
same causes- SARS - Epidemic disease- Threat of terror
NECESSITY TO FIND NEW MARKET
Source : KNTOSource : KNTO
International Conventionhosted in Korea
050
100150200250300350
91 92 93 94 95 96 97 98 99 '00 '01 '02
`
→ Constantly Increasing in numbers of convention held. Pie is getting bigger ?
→ Growing Domestic competition among COEX, BEXCO, EXCO, ICC
M/S of Convention Industry incheju
Convention Industry
→ Mainly concentrated in Seoul area.
→ Cheju accounts for 10.47% and ranks second.
→ Before the opening of ICC Cheju, Shilla took up the largest portion of M/S in Cheju
Other areas in Korea
Cheju
Market Analysis
Source : KNTO Source : KNTO
Enlarging the pie by co-hosting / co-relating with ICC.
Cheju : A place to be capable of hosting a big convention in beautiful environment with nature.
Threat to the major Position in convention hosting in Cheju? Opportunity to collaborate?vs
Opening of ICC Cheju ?
Market Analysis
Shanghai
Busan
Seoul
Tokyo
Target No.1 : Free Individual Traveler
Southeast Asians BOBOs 30-50
- Generally Favorable impression of Korea- upper- middle financial status
- Yuppie: Put high emphasis on both professional work and private life
Source : KNTO
Customer Analysis
When a FIT thinks of Cheju Island, they both typically perceive it as a scenic and unpolluted nature.
FITs’ Impression of Cheju Island
Source : 100 questionnaires(50 : Koreans, 50 : foreigners)
•Name : Catherine Zwang, (representing REST)•Female•Nationality : Taiwan•Age : 36•Occupation: Dentist
Brand contact audit : TV soap opera
interested in Korean Show businesses. prefers leisure rest rather than has a serious interest in her beauty. likes to play outdoor sports and activities, such as sightseeing and scuba diving, golfing
Customer Analysis
Typical Customer case #1
05
1015202530
Service Facility Price Safety Attractionof
Location
Primary aspect of selecting by
Convention OrganizersSafety ?
- Political safety - Free of environmental
hazards and diseases - Security support
Nowadays epidemic diseases and terror threaten the people, so safety is the most valued factor.
Cheju can provide
Safety
Target No.2 : Convention organizer
Customer Analysis
Source : Renaghan, Leo, Kay
Source : MICE 2003
Convention organizers values“Quality of staff and service”
the most!
Quality of Staff/Service
Cost of Accommodations
Quality of Catering
Cost of Airfare
Appeal of Destination
Availability of Activities
Technology in Guestrooms
Meeting Room Technology
Customer Analysis
Shilla can provide
Quality Service
Customer Analysis
Typical Customer case #2
• Name: Robert Allen. (representing Work) • Male• Nationality : United States• Age : 42• Occupation: running his own Public-relation firm• Highly disposable income• Came to Cheju once for business meeting.
Brand contact audit : Paper related to his job.
He already knew that Cheju is strategic place in east-Asia. Considered many determinants about location and facility. Choose the meeting place based on Knowledge from business and private life.
Positionof
Shilla
Work RestThe Field of WorkICC, job-related
facilities
The Field of RestPension, Tour Inn
Position of Shilla = The Shilla Cheju holds
both the concept of work and the concept of rest
Competitors in ChejuHyatt Regency, Lotte Cheju, KAL, ..
Competitor Analysis
Evaluation by Foreigners
0%20%40%60%80%
100%
Cheju Shilla Cheju Lotte HyattRegency
KAL
SatisfactionFacilityServiceRecognition
Competitor AnalysisRatio of Domestic Cognition,2003
610620630640650660670680
Shilla Lotte Shraton Hyatt Chosun (Source : KCBI)
(Source : F.G.I)
Shilla needs to improve its
brand awareness !!
No. 1 recognition in Domestic Market
Compared to Koreans, foreigners are not as much
familiar with Shilla.
- Hotel just for stopping by or stopover
- Convenient - flight-related
- Not suitable for the top-class taste
- Popular- Friendly (especially to Japanese tourists)
- Less related to the image of cheju
- Overestimated
- Hotel of Worldwide chain
- Specialized in Hotel Industry
Hyatt Regency
- Conservative- Old
- World’s best - Noble
Negative ImagePositive Image
Source : F.G.I
Shilla Cheju
Cheju Lotte
KAL
Competitor Analysis
Maintain Positive Images of
Shilla Cheju
Take Advantage of Negative Images of
Other Hotels+
Analysis : Conclusion
1. The recognition level of Shilla Cheju should be improved.
2. A clean image of Cheju will appeal to Convention organizers/ participants, FITs.
3. The Shilla Cheju will hold the concept of work AND rest.
Conclusion
012345
Current stauts Forward Status
Recognition Service Facility Satisfaction
clean enviromentand scenic viewMt. Halla
Pacific ocean
vacation
tropical climate
ETC
Strategy for
Brand Communication
Strategy for brand communication
0
5
10
15
20
Shilla Hyatt Lotte KAL
I nternationalityLocalitypopularityNobility
Source: F.G.I
Shilla Cheju Local background and potential
Chain Hotels Lack of Locality
The necessity of integrated image of Cheju and Shilla
Strategy for brand communication
Only Cheju Island in tourists’ mind
Take the edges of
Cheju to boost the
awareness !
A ChejuA Cheju ofof SHILLASHILLA
Q) How can we position ourselves? A) Building a new brand identity which represents Cheju.
Strategy for brand communication
There can be lots of ChejuChejuss people enjoy. But only the ChejuCheju you enjoy with SHILLA is the truly best for you.
Taking the image of Cheju’s clean image that attracts FIT & CO.
Reminding the customer of the brand “SHILLA”
when they perceive Cheju
Re-create the best of you
- Professional ability to progress the convention- Located only few min’s away from Cheju ICC- State-of-the-art technology available including wireless Internet access
Work and Rest
Strategy for brand communication
- Located in Natural environment - Beautiful scene of pacific ocean and Mt. Halla- PGA and LPGA approved and acclaimed Golf club - Guerlain Spa make you the best of you can be
RestWork
Practical Tactics for
Brand Communication
Build the Brand of Shilla
with Advertisement
Build the Brand of Shilla
With Support
Build the Brand of Shilla
WithCooperation
Build the Brand of Shilla
with Cultural Event
Build the Brand,
A Cheju of Shilla
Practical Tactics
Build the Brand of Shilla
with Advertisement
Build the Brand of Shilla
with Cultural Event
• Put out ads. on traveling magazines for countries in the Southeast Asia, on wedding magazines, or on luxury magazines.
•Experience Cheju’s traditions by listening to local music, riding horses,and picking fruits.
Practical Tactics
Build the Brand of Shilla
With Support
Build the Brand of Shilla
WithCooperation
•Active promotion and support to major travel agencies in targeted countries.
•Provide tourism or convention related schools with financial support. •Sponsor international convention organizations.
Practical Tactics
Practical Tactics
• Name : Amy Lynn
• Age : 22
• Nationality : United states
1st stage she received a scholarship in her second year sponsored by Shilla.
2nd stage She saw a advertisement of Shilla and had a desire to visit Cheju Island.
3th stage Agent strongly recommend Shilla for travel, it represent Cheju.
4th stage She experienced other cultural events which are provided by Shilla.
Are you satisfied with this?
Now,you can have every pleasure of Cheju in SHILLA.
A ChejuA Cheju ofof SHILLASHILLA
Practical Tactics - AD
Thank you