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분야
doc2. What is a contrarian?
3. What is a contrarian marketing?
4. Four effects of the contrarian marketing
1) First mover advantage
2) Positive deviation
3) Sensation effect
4) Scarcity effect
5. Key Success Factors
1) Individual Side
2) Organizational Side
6. Real Cases
1) Triangle laver-rice
2) Ice-cream cake for winter
7. Conclusion
(Jun Sang Yeo, 2004)
To do the success contrarian marketing, various factors are required. Let’s see these factors, by categorizing two parts: individual side and organizational side.
1) Individual Factors – Four minds
a) True bravery which move to the action
True bravery is trying to boldly act rather than the hypocritical bravery to only say. It is the critical factor of contrarian marketing. Dr. Dimmke, an author of ‘The view of contrarian’, said “It is not difficult to identify a lot of opportunities for contrarian marketing, so everyone can do it. But, it is rare to challenge the identified opportunities, the only challenging people with true bravery can get the dramatic potential results.” As we can know, it is more difficult to realize contrarian marketing rather than just contrarian marketing itself.
b) Risk Taking
Risk avoidance is a nature of people. But, due to the risk avoidance, the people are used to miss more important things. To achieve contrarian marketing, individual should go to the undeveloped way or the hide way. For bigger success, contrarian marketing surely need, and for contrarian marketing individual should become a risk taker.
c) Ahead of the others
‘Do the marketing ahead of the others. Although experiencing sometimes failure, implement the aggressive marketing always ahead of the others. The meaningful reasons of contrarian marketing are to expand the vision of market, and also can change positively the view in terms of market to the company. The company can change the market paradigm to the company favorable, and can have the more power of the market.
d) Generous of the failure
The failure is natural. On the contrary, it is difficult to make the success. Most of people try to become a perfect man who is related to the failure. But, more important thing is to realize the naturalist of failure, and should continuously re-challenge to achieve the success. Be generous of the failure.
Until now, saw about the four individual factors. Now, it’s turn to know about the organizational factors.
2. ‘The Contrarian Perspectives’, Dan Lee Dimke, Billion Books, January 1995
3. ‘Contrarian Marketing’, Jeffrey F. Dugree, Journal of Consumer Marketing, January 1992
4. ’33 Unchangeable marketing principles in Korea’, Jun Sang Yeo, DeoNan Books, 2003
5. ‘7 New trend of brand’, Jun Sang Yeo, LG weekly economy, No. 646
6. ‘Contrarian Marketing’, Jun Sang Yeo, One and One Books, 2004
7. ‘Weird Ideas That Works’, Robert I.Sutton, Free Books, Nov 2001
8. ‘Unkind Marketing’, Seung Kyo Won, BusinessMap Books, Sep 2005
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