[생산관리] Lock&Lock(락앤락)과 QVC

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레포트 > 경제경영계열
2010.01.29
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[생산관리] Lock&Lock(락앤락)과 QVC에 대한 자료입니다.

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The CEO made a big decision. Lock&Lock would pay 300 thousand dollar for informercial marketing and would bear all the loss made from promotion on QVC to contract again. It was very risky decision but they had a self-confidence about the quality to bet on this contract. Finally in June 2001, the first show on QVC was broadcasted. In that show, the show host shook Lock&Lock airtight container with ketchup and soaked the container which contained a camera in the water. All the actions were to prove the container’s airtight. The show succeeded so much. Prepared 5,000 sets of containers were sold out in a flash. In April 2002, 8,000 sets of containers were sold out in minute. After watching tremendous order from consumer, QVC suggested TSV. TSV means Today’s Special Value. QVC shows the products of just one company of TSV for the whole day. It was really big chance. Lock&Lock was chose as a TSV in March 2003 and they sold 70,000 sets of containers in a day.
QVC became a cornerstone of Lock&Lock to enter US market. After QVC show, Lock&Lock made an exclusive contract with US biggest distribution company so they can store their product in discount store and department store, super market, etc. Through TV home shopping show, they did not only promote the product but also develop a new market. Lock&Lock had the biggest market share in UK for a time.
Becoming popular in exhibition and home shopping, Lock&Lock started to store in Korea slowly, at last, they enter in Korean department store. In 2001, Lock&Lock was shown on LG Home
Shopping for the first time in Korea. In the show, 2,000 sets were sold out in 30 minute. After the show, Lock&Lock recorded five times of sellout. Housewives who had denied Lock&Lock in former days ordered the airtight containers and made a gift of it. Lock&Lock began to be popular in Korea.

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