SMEGAC01 GAC022 AE3 PPT Kim, Yeawon
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Transcript of SMEGAC01 GAC022 AE3 PPT Kim, Yeawon
Developing an Overseas Marketing Mix
for Korean HMR: The Cup
GAC022 AE3 Yea-won Kim
Contents1. The Cup
• What is The Cup?• SWOT analysis
2. Comparison: Brazil & Russia• 5D of national culture• Marketing Mix
3. Customer Profiles
4. Conclusion
Q&A
What is The Cup?
1. Korean fusion food brandKorean rice + Exotic toppings
3. Home Meal ReplacementThe Cup Mini, Café and Standard
2. Health-oriented company• Fresh organic ingredients• No Monosodium Glutamate (MSG)• Food hygiene
4. Multiple/specialized menus
Bulgogi rice
Spicy Hamuljjim Rice
Steamed Squash & Rice with Tomato Cheese
Korean Food ( 한식 )
Healthier food ! = Formal/heavy food ?
Convenient food
/
SWOT analysis for The Cup
Strengths Weaknesses
Convenience. Freshness and hygiene. Health-oriented. Stylish brand image. High nutrients.
Low brand loyalty. New player (Only 2 years old). Low experience.
Opportunities Threats
Hallyu. Globalization of Korea food. Increase of health-conscious
consumers. Brazilian prefers light rice food. Easy recipe to learn.
Target market’s main dish. Other fast food companies dominate
market. Unstable supplies of raw materials.
Comparison: Brazil & Russia- Five Dimension of National Culture
Comparison: Brazil & Russia- Marketing Mixes
Product
• The Cup Mini• The Cup
Café
Place
• Sao Paulo• Rio de
Janeiro
Price
• S: BRL 20 ($9.14)
• L: BRL 24 ($10.96)
Promotion
• Investigation by Armazém do Café
• Implementing SNS
Product
• The Cup Mini• The Cup
Standard
Place
• Moscow
Price
• S: RUB 195 ($6.13)
• L: RUB 230 ($7.23)
Promotion
• Implementing SNS
Consumer Profiles
• Brazil– Approx. 200 million of population– Young country– Purchasing power: Southeast of Brazil
• Russia– The largest population: Moscow– Conscious with price– Health-conscious eating trend– Rapid expansion of fast-food industries
Conclusion
Product
• The Cup Mini
• The Cup Café
Place
• Rio de Janeiro
Price
• S: BRL 20 ($9.14)
• L: BRL 24 ($10.96)
Promotion
• TV commercial
• Making SNS
Enactus
References 3B-)“About THE CUP.” Rice and Noodle The Cup. JNT Co., Ltd., n.d. Web. 19 Oct. 2013.
Berry, Ben. “Agri-Food Consumer Profile Russia: January 2011.” Agriculture and Agri-Food Canada.
n.p. Jan. 2011. Web. 22 Oct. 2013.
“Brazil – Language, Culture, Customs and Etiquette.” Kwintessential. UK International Translation
Agency, n.d. Web. 19 Oct. 2013.
“Brazil National Culture.” The Hofstede Centre. Itim International, n.d. Web. 20 Oct. 2013.
“Brazil Population 2013.” World Population Statistics. n.p, 23 Sep. 2013. Web. 22 Oct. 2013.
“Consumer Behaviour in Brazil Marketing Essay.” UKEssays. UKEssays, n.d. Web. 23 Oct. 2013.
Guimaraes, Pedro Pacheco and Pierre Chandon. “Unilever in Brazil (1997-2007) Marketing Strategies for
Low-Income Consumers.” INSEAD The Business School for the World. Eech the case for learning,
n.d. Web. 19 Oct. 2013.
“Healthy and convenient.” Korea Agra Food. The Agricultural and Fishery Marketing Corporation, Sep.
2013. Web. 19 Oct. 2013.
“Market Profile – Brazil.” Australian Trade Commission. Australian Government, n.d. Web. 19 Oct. 2013.
“Market Profile – Russia.” Australian Trade Commission. Australian Government, n.d. Web. 20 Oct. 2013.
McPherson, Joe. “Article on the Growing Popularity of Korean Food.” ZenKimchi Korean Food Journal.
ZenKimchi, Apr. 2007. Web. 20 Oct. 2013.
Mederios, Itamar. “Consumer Behavior in Brazil: 65% of Brazilians prefer to pay cash.” Designative. n.p,
2 Apr. 2013. Web. 22 Oct. 2013.
Novais, Andrea. “Purchasing Behavior in Brazil.” The Brazil Business. n.p, 30 Nov. 2011. Web. 22 Oct.
2013.
Prosser, David. “Unilever Swallow Russia’s Leading Ice-cream Maker.” The Independent. The
Independent, 5 Feb. 2008. Web. 24 Oct. 2013.
“Russia – Language, Culture, Customs and Etiquette.” Kwintessential. UK International Translation
Agency, Apr. 2008. Web. 19 Oct. 2013.
“Russia National Culture.” The Hofstede Centre. Itim International, n.d. Web. 20 Oct. 2013.
“Russia: Risk Assessment” Global Edge. Michigan State University, n.d.Web. 24 Oct. 2013.
“Starbucks Soars in China.” Asia Times. Asia Times Online Ltd., 13 Jun. 2006. Web. 24 Oct. 2013.
“The Brazilian Consumer Profile.” HKTEC Research. Hong Kong Trade Development Council, 16 May
2013. Web. 22 Oct. 2013.
“Unilever Acquires Leading Russian Ice Cream Company Inmarko.” Unilever. Unilever, 4 Aug. 2008.
Web. 23 Oct. 2013.
“Unilever Case.” Changellenge. MindWrestling, n.d. Web. 23 Oct. 2013.
Thank you