Company Profile - cutterandbuck.co.kr · ABOUT CUTTER & BUCK (Brand Introduction) Cutter & Buck was born in 1989 for High income group. CUTTER &...

Company ProfileCompany Profile

P&B INTERNATIONAL

P&B INTERNATIONAL CO. LTD.15-1 Ssangnyeong-ri, Gwangju-si, Gyenggi-do, KOREATEL : (82) (31) 768 8541 FAX : (82) (31) 768 8544

P&B INTERNATIONAL CO., LTD.COMPANY PROFILE

P&B INTERNATIONAL OFFICE

P&B INTERNATIONAL CO. LTD.15-1 Ssangnyeong-ri, Gwangju-si, Gyenggi-do, KOREA

P&B OFFICE (Gwang Ju, KOREA)

P&B INTERNATIONAL

P&B INTERNATIONALORGANIZATION CHART

C E O사장

Management

관리부

ManagementDepartment

관리부

Merchandise

구매, 기획부

Merchandise Department구매, 기획부

Marketing DepartmentMarketing Department마케팅 부

External cooperation외부 협조

External cooperation외부 협조

Women’s wear여성복

Women’s wear여성복

Men’s wear남성복

Sales Department 영업부

• Fashion Design development패션, 디자인 기획

• Functional fabric development원단 개발

• Pattern development /• Quality control Management

•패턴 개발 및 품질 관리

• PR and marketing홍보

• Promotion development판촉 개발

• Golfers support and• management선수 지원 및 관리

• Accounting management경리부

• Human resources/• General affairs

인사관리부• Sales support

영업지원

• Sales and alliance 영업• Managing domestic

국내생산 관리• and foreign sales

해외생산 관리• Sales strategy판매 전락• Sales planning영업기획

Managing Director전무

Accessories악세사리

Accessories악세사리Sales support

영업지원

Sales supportManagement

영업지원Quality management

품질관리부Quality management

품질관리부

Finance/

경리부

Finance/Accounting

경리부

Human resources/General affairs

인사관리부

Sales Promotion판촉부

Outlet, Department Store Management

아울렛 사업부/매장관리

Marketing planning홍보 기획

Marketing planning홍보 기획

CUTTER & BUCK [커터 & 벅]

정통 아메리칸 고품격 골프웨어, 골프여제 애니카 소렌스탐이

입는 미국 No.1 High-end Golf 브랜드입니다.

Cutter & Buck, the authentic and luxury American golf wears,

is a high-end Golf Brand that Annika Sorenstam,

the world best golfer, enjoys wearing.

ABOUT CUTTER & BUCK

(Brand Introduction)

Cutter & Buck was born in 1989 for High income group. CUTTER & BUCK은 1989년 미국 내 고소득층을 겨냥한 토탈 골프웨어 컬렉션

으로 탄생 하였다.

It is only sold in prestigious golf shop & resort, and also it is known as unique brand to the middle class. 전 세계 유명 리조트와 명문 골프장 프로 샵에서만

판매되어온 CUTTER & BUCK은 고품질과 독특한 디자인의 브랜드로 주로 중상류고객층에 널리 알려져 있다.

Cutter & Buck made a contract with Annika Sorrenstam and the separated Annika Sorrenstam line has good reaction from market. CUTTER & BUCK은 골프여제 애니카 소렌스탐과 후원계약을 맺고 그녀의 이름

을 딴 ANNIKA BY CUTTER & BUCK 라인을 별도로 개발하여 좋은 반응을 얻고있다.

Thanks to the success of Man’s Golf-wear, the Women’s Line was added in 1998, and it has also favorable reaction from market. 남성 골프웨어의 성공에 힘입어 1998년 여성 라인이 추가됐고, 고급 소재와 간

결한 디자인으로 유행을 따르지 않는 노블레스 층에게 큰 호응을 얻고 있다.

Now more than 1,000 manufacturers were joined in Cutter & Buck brand to supply their products, and everyday they are making new selling record each year. CUTTER & BUCK을 공급하는 회사가 미국내 에서만 이미 1,000여개에 이르며, 전문 숍 매출 1위라는 놀라운 매출을 기록해 화제를 낳았다.

American Luxurious GolfWear – Cutter & Buck

The logo of Cutter & Buck is consisted of unique typeface & flag, so it is expressing its own brand identity.CUTTER & BUCK(커터 앤 벅)브랜드 로고는CUTTER & BUCK(커터 앤 벅)의 독특한 서체와 심볼인 깃발(CUTTER & BUCK 브랜드의 상징)로 구성되어CUTTER & BUCK(커터 앤 벅)만의 브랜드 아이덴티티를 표현합니다.

This logo is represent its unique brand identity and it is doing its best so most of our clients are able to feel its designPhilosophy and company culture이 로고는 모든 매체에 CUTTER & BUCK(커터 앤 벅)브랜드를 소통시키며 특성을 반영합니다.이 로고가 찍힌 라벨에서 CUTTER & BUCK(커터 앤 벅)의 디자인 철학, 퀄리티, 기업 문화 등을느끼 실수 있게끔 최선의 노력을 다할 것입니다.

ABOUT CUTTER & BUCK (Brand Introduction )

Concept Color

Style Fabric

Basic : Using functional material that is able to represent Original Golf Wear image.

Women's Apparel : Increase New Basic items percentage.

Men's Apparel : Casual Style which is included Funtional material, so differentiational Golf & Casual image,

Trend Item : Provide Set item per each season.

정통 Golf Wear의 이미지를 표현할 수 있는 기능성을 부가한 소재를ITEM별로 사용 하는 것을 기본으로 하고여성복의 경우는New Basic Item 비중을 늘리며, 남성복의 경우는젊은 Casual Style에 기능성 소재를 적용하여 차별화된 Golf & Casual에 충실하며, Trend Item은 Season별로 Set Item 구성을 하여 제시한다.

Meet customer's needs regarding Well-Being,Using Functional material properly, so customer could feel comfort ability.

Well-Being에 대한 소비자들의 욕구를 충족시키고 운동시 쾌적성과 기능성을 향상시킬 수 있는기능성소재(Stretch, Warm & Dry 방 발수, 기모)를 적절히 사용.

35~40age30 45

New Basically feeling which has Fashion, Functionality and Practicality including modernity.So it could provide our customers a image of differentiation Multi Coordination

Chic & Clean 패션성 + 기능성과 실용성이 어우러져있는New Basic한 감각에 Modern 함을 가미하여 차별화된Multi Coordination을 제안하는 Golf Wear

Connecting with Italy imported items,all color should be used properly, so allcolors could be making a group.Using Grouped color, the Brand Identitycould be builtMaking luxurious image using brightand vivid colors.이태리 수입제품과 연계하여 Color가 그룹핑 되게 전개및 사용하여 Brand의 Identity를 구축하고, 밝고, 선명한Color 사용으로 고급스러운 이미지 연출

Age Target

Brand Concept, Color, Style, FabricBrand Concept, Color, Style, Fabric

Fashion

Prestige

Volume

Brand TargetBrand Target

Concentrate to prestige consumers whom know how to spend money on reasonable items and know the trend.

Main : Age of 35~40Sub : Age of 30~45

Age Target Brand positioning

CallawayTaylor Made

NIKE GOLF

ELORD

WolseyDAKS GOLF Jack Nicklaus

SuperiorAnold Palmer

BEAN POLE

BOGNERDUNLOP Black & White

Munsingwear

CHERVO

PING

Le coq GOLF

PUMA GOLF

TREBISE PLAYBOY GOLF

Elegance Sports

JDX

IMPERIAL

MTG FANTOM

Disney Golf

Louis CastelBen Hogan

Lynx

PASSARDI

PEARLY GATESnoisynoisyJ-Lindeberg

ADABATMU SPORTS

renoma

Appleind

LYLE & SCOTT

GREENJOY

LEEDONGSOO

UNDER AMOUR

ELLEGOLF

HAZZYS GOLF

Sort Item Remark

TOP

• JUMPERS 점퍼• SAFARI JUMPERS 사파리• Windbreakers, 바람막이 Rain-Wear 우비• VEST 조끼

※ Developing as Family Brand after increase volumeVarious items will be added.(향후 Volume화 후 Family Brand로성장, 복종 및 품목 추가 예정)INNER

• T-SHIRTS 티셔츠• SWEATERS 스웨터• WOVEN SHIRTS 우븐 스웨터

BOTTOM

• PANTS 바지• SHORTS 반바지• SKIRTS 스커트• CULOTTES 큐롯

Accessories

• HAT/CAP, BELTS, Socks, Innerwear, Scarf, Muffler (모자, 벨트, 양말, 내의, 스카프, 머플러)• Caddy Bags, Boston Bags, Wallets, Other bags (골프가방, 지갑, 가방 류)

• Neck Warmer, Hand Warmer, Legwarmer(넥 워머, 핸드 워머, 레그 워머)

• Shoes(Golf Shoes, Snickers), Gloves, Golf Ball (신발(골프화, 스니커즈), 글러브, 골브공)

※ Making “Total Multi Shop” so customers are able to make a purchasement All items except Suit wear.

멀티샵을 만들어 정장류를 제외한 모든 상품을고객들이 구입할 수 있도록 구현

Produced ItemsProduced Items

복합매장화

Price Strategy of Brand (Korea Area)Price Strategy of Brand (Korea Area)

Clothing Accessories

Item KRW USD Item KRW USD

T-Shirts39,000~189,000

33~158 Hats/Caps33,600~89,000

28~74

Sweater Vests49,000~297,000

40~248 Gloves26,600~110,600

22~92

Sweaters79,000~357,000

66~297Caddy Bags /Boston Bags

49,000~413,000

40~344Jumpers

119,000~579,000

99~483

Pants89,000~297,000

74~248 Socks7,000~12,600

5~10

Culottes79,000~219,000

65~182 Belts38,500~61,600

32~51

Price distribution of each Items (Retail price, Unit : USD, 1USD = 1,200 KRW)

Suggest reasonable price in middle, and high price markets

Differentiation from other existing Brands☞ (Functional Fabrics+ Classy Brand image added with casual styles)

Distribution Plan & Status(유통망 현황 및 계획)Distribution Plan & Status(유통망 현황 및 계획)• Distribution plan was initiated from 2011 F/W which means 1st Cutter & Buck shop was opened in 2011 winter season.CUTTER & BUCK(커터 앤 벅) 매장은 2011년 F/W 시즌부터 유통망 전개

• Based on experience that making Bogner brand as top 3 brand in Korea, we can use Bogner Infra and planning to make Cutter & Buck brand as successful one within extremely short time.한국 골프 시장에서 선두에 있는 보그너를 성장 시킨 경험을 토대로 보그너 인프라를 활용하여 단기간내에 Cutter & Buck을 성공적으로 안착시킬 계획이다.

• All of the stores are based on Agency매장은 대리점을 중심으로 유통망 전개

• 100~120 stores will be operated매장 수는 100개점~120개점까지 운영 예정

• Securing best location for stores is our priority and Focused on collecting shop owners who has strong selling ability.지역 안배를 통한 매장 개설 및 좋은 매장 위치 확보, 판매력 강한 점주 확보에 주력

• Achieving Selling amount increase by managing each stores by P&B International

점의 지속적인 매출의 증대를 통한 이익의 증대를 가져올 수 있도록 점을 관리

Distribution PlansDistribution Plans

Seoul(capital)- Yangjae- HapJeong- MokDong-SongPa(Olympic)-Guro(Mario)

- Jukjeon- Soonae- Suwonyeongtong-Pyongchon-Kimpo-Ansan-Bucheon-Ilsandeoki

Chungcheongbukdo-Choongju-CheongjuBoonPyeong-Jecheon

Jejudo-Gujeju-Sinjeju

Jeonrabukdo-Jeonjumegaworld-Sejeong-Iksan-Jeonjupyeonghwa-Seosin-Kunsan

Incheon-BuCheon-SongDo

Kyeongkido- Echeon- Deokso- Pajoo- GooSeong-Yeonju-OhSahn-PohCheon

-JoongDaeDong

Chungcheongnamdo-Daejeonfashionworld-Ahsan-BooYeoh-Cheonandujeong

Jeonranamdo-NamAhk-Yeosu-Mokpo-Kwangjusoowan-Kwangjuyongbong

-Tongyeong

Kyeongsangbukdo-Seongseo-Beomuh-Pohang-NamCheon-Chilgok-Kyeongsan-Kyeongju-Andong-Yeongju

Kwangwondo-Kangreung-Wonju-Chuncheon

-Namcheon-Busanhaewoondae-Woolsan-Geoje-Kimhae-Jinju

Kyeongsangnamdo

Marketing PlanMarketing Plan

Marketing activity which is based on accuracy rate

(Focusing on increasing brand recognition)

VMD Product Education

Sharing information of Marketing

and Promotion

• Building B.I (Brand Identity) in a short time : Making aggresive promotion activity from 1st

year to 3rd year

• Focusing on enhance CUTTER & BUCK Brand for customers recognition

• TV Media promotion activity : Supporting TV Drama, Subtitle promotion activity in Golf Channel LPGA, KLPGA competition

• Enhance collaborated marketing activity with store owners / Securing Brand Royalty through direct communication with customers

Marketing PlanMarketing Plan

Promotion Detail

TV, RADIO, DMBPromotional

Activity

• Promotional activity in TV Drama, Show program for regular Channel- Subtitle promotion

• Golf Cable TV, DMB Promotion• Star player Marketing strategy (TV, Supporting PPL promotion in Movies)

News Paper, Magazines

• Commercial activity & Promotion for Collecting stores in Major news paper of Cho Sun, JungAng, Dong-Ah, Sports

• Enlarging Brand recognition through magazine and interview promotion(FashionBiz, FashionChannel)• Golf, Leisure, Travel, Life Culture

Street Promotion• Entrance of Golf Resort & Golf Course Direction Board promotion

• Friendly Marketing activity connection with Leisure, Culture

ETC(Supporting golf player & Uniform)

• Enlarging Brand Image through developing Professional golf player• Enhance brand recognition through supporting celebrity apparel• Supporting Golf Competition by each division and each agent

Printing, Event

• Making New & Differentiated Catalogue and company Brochure• On-Line Marketing Event (Two-way Cable promotion, Website)• Preparing for Developing Free Gift (3 ~ 4 times Free Gift Event Progressing)

Future VisionFuture Vision

1 LevelImage delivery

(1~3 year)

1단계 이미지 전달(1~3년 차)

• Building Luxurious Brand Image브랜드 이미지 고급화 고객 이미지 구축

• Golf & Sportical and Casual image골프 & 스포티 캐쥬얼 이미지 VOLUME化의 초석

2Level Increasing Volume

(4~5 year)

2단계 VOLUME 化(4~5년 차)

• Enlarging Brand Market Share percentage, Leading Sportical and Casual market

브랜드 시장 점유율 확대 VOLUME化 스포티 CASUAL 시장 선도

• Enlarging CUTTER & BUCK Brand image, Making brand image as Family one.CUTTER & BUCK Brand 이미지 확대 FAMILY BRAND化 초석

3 LevelFamily like(6 year~)

3단계 FAMILY 化(6년 차~)

• Enlarging style and items as FAMILY brand.BRAND FAMILY 化 복종 및 품목 확대

• Making Bigger and multi-shop매장 대형화 복합매장 구성

ABOUT CUTTER & BUCK (Item Introduction)Product Introduction – Cutter & Buck 2013’F/W

ABOUT CUTTER & BUCK (Item Introduction)Product Introduction – Cutter & Buck 2013’S/S

ABOUT CUTTER & BUCK (Item Introduction)Product Introduction – Cutter & Buck 2012’F/W

ABOUT CUTTER & BUCK (Item Introduction)Item Introduction – Cutter & Buck 2012’S/S

ABOUT CUTTER & BUCK (Item Introduction )Item Introduction – Cutter & Buck 2011’F/W

CUTTER & BUCK MKT 현황

S

Drama Supporting Status(1st Half quarter)

Current Marketing Activities and Plan→ As a result of Half quarter Marketing activities, Supporting TV Drama activity has highest

promotional effect. Therefore we are planning to focus on TV drama supporting for 2nd half quarter

Marketing ActivitiesMarketing Activities

Drama Supporting Status(2nd Half quarter)

P&B INTERNATIONAL

Marketing ActivitiesMarketing Activities

OhJaRyong is ComingMBC Daily Drama(19:15)2012.11.19~2013.5.3 End (120 Episodes)SynopsisIt’s a story between 1st Son-in-law who has bad intention for taking money from his wife’s mom and 2nd Son-in-law who is defencingAgainst 1st Son-in-law.Viewing Rate :16%

Birth of FamilySBS Daily Drama(19:20)(Mon~Fri)2012.12.5~ (120Episodes)

SynopsisIt’s a story of Family which has lots of EpisodeOf emotional and consecutive incident.Viewing Rate:12%

King of AmbitionSBS Drame(Mon, Tue, 21:55)2013.1.14~2013.4.2 End(24Episodes)

SynopsisIt’s a story of love and betrayal between a women who want to be a first lady with poor back groundand a man who loves her.Viewing Rate : 23.1%Episodes : 24episodes

P&B INTERNATIONAL

Marketing ActivitiesMarketing Activities

When Man lovesMBC Drama(Wed, Thu 21:55)2013.4.3~2013.6.6 End (20Episodes)SynopsisIt’s a story of a man who has fall in love with his boss’s womanViewing Rate:12.1%

Half Beast Half ManMBC Drama (Mon, Tue 21:55p.m.)2013.04.08~ 2013.6.25End(24Episodes)SynopsisIt’s a fantasy story of half beast half manwho wants to live as human.Viewing Rate :19.5%

Wonderful MaMaSBS Drama (Sat, Sun 20:50)2013.04.13~ (50Episodes)SynopsisIt’s a comic drama about thisFamily who always live with positiveMind. Drama brings a consolation toPeople in present.Viewing Rate :7%

P&B INTERNATIONAL

Two WeeksMBC Drama (Wed, Thur 22:00p.m)2013.08.07~2013년9월 (16부작)SynopsisThere is a someone who is spending meanless days, and his daughter is having illness…. Viewing Rate:8%

SecretKBS Wed/Thu at 22:002013.Sep.25~2013.Nov (16 Episode)SynopsisA man who believe there is no love and a women who betrade her fiance, this is the story of their love

Marketing ActivitiesMarketing Activities

Empire of GoldSBS Drama (Mon, Tue 22:00p.m.)2013.07.01~2013.09(24Episodes)SynopsisIt’s a family political drama which isHappening in 1990.Viewing Rate:9%

Marketing ActivitiesMarketing Activities

Fashion Biz-Date: Processing yearly

Fashion Channel-Date: Processing Yearly

Luna Golf-Date: March ~ May

J Golf Channel Subtitle Promotion

2013 LPGA (Internal Open Only) Golf ChannelDate : 2013.02~2014.02

Magazine Advertisements

2013’S/S Fashion Channel Page(June)

2013’S/S Cover Page of Fashion Channel (July)

P&B INTERNATIONAL

2013’F/W Fashion Channel Page(October)

Marketing Activities(Fashion Magazine)Marketing Activities(Fashion Magazine)

Fashion Biz-Date: Processing yearly

Fashion Channel-Date: Processing Yearly

Luna Golf-Date: April

커터&벅 후원골프선수

P&B INTERNATIONAL

Marketing Activities(Supporting Player)Marketing Activities(Supporting Player)

Seul-Ah, Youn*Starting year as professional golf player: Aug 2005

*Main Issues-2012 KLPGA Tour Hite JinRo Championship winner-Woori Investing Ladies Championship winner-2nd ranked in SBS Hidden Valley tour-2nd ranked in KimYoungJu golf KLPGA tour of 2009-3rd Ranked in Charity Ladies open of KLPGA tour High One Resort Cup of 2009*2012 Ranking

Ranking Rewords(KRW) Winning No.Participated

Competition Game No.

15 212,410,893 17 19

커터&벅 후원골프선수

P&B INTERNATIONAL

Marketing Activities(Supporting Player)Marketing Activities(Supporting Player)

Hee Won, Jeong

* Starting year as professional golf player: September, 2008

*Main Issues-2012 Metro Life Korean Economic News Paper KLPGA Championship 1st place.-2012 Hite JinRo Championship 3rd place.

*2012 Ranking

Ranking Reword(KRW) Wining NoParticipated Competition Game No.

8 263,560,930 1 19

Woo Hee, Lee* Starting year as professional golf player: June, 2009

* Main Issues-2011년 KLPGA Hanhwa Financial Classic 17th place

*2011 Ranking

Ranking Reword(KRW) Wining NoParticipated Competition Game No.

61 50,670,714 12 16

커터&벅 후원골프선수

P&B INTERNATIONAL

Marketing Activities(Supporting Player)Marketing Activities(Supporting Player)

Seong Woon, Lee

* Starting year as professional golf player: September, 2008* Company : BC Card

*Main Issues

-2012 Woori Investing Ladies Championship 4th place-Winner of Dream Tour Competition 2011

*2012 Ranking

Ranking Reword(KRW) Winning No.Participated CompetitionGame No.

51 57,066,250 9 19

Han Na, Jeong

* Starting year as professional golf player: June, 2010

*Main Issues

-2012 KLPGA MooAhn CC Cup Dream Tour Round of 15 2nd place-2011 KLPGA MooAhn CC Cup Dream Tour Round of 12 4th place

Name FACADE Image of Interior

KangLeungStore(강릉)

GunSan

Store군산 점

YeoJuStore

여주 점

IkSanStore

익산 점

P&B INTERNATIONAL

Image of Cutter & Buck Road Shops

Thanks!!!

P&B INTERNATIONAL