Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKEA as a mid-low priced tourist hotel chain brand in an effort to create the perfect settings for both domestic and overseas travelers to have comfortable rest, relaxation, and refreshment with excellent services in superb facilities at reasonable prices.
Creation of BENIKEA
The governme
BENIKEA = Best Night in Korea
Korea’s first-ever mid-low priced tourist hotel brand.
The Ministry of Culture, Sports, and Tourism,
Korea Tourism Organization promoted BENIKEA
A larger influx of foreign leisure and business travelers.
Launching a domestic hotel chain to win some market share
Seoul’s 5-star properties charge high
Cheap but trashy motels
In general, to be ca
1. Current Market Analysis
Prospecs is a domestic sportswear company which had established in 1981. Since then, it is considered as one of national-wide brand with low price and good function. Yet, from IMF in 1997, the company had been in a deep financial depression before M&A with LS Networks on 2007. After the M&A, Prospecs was redesigned as a life style company by introducing a concept of w
1. Brand introduction & campaign summary
Brand
‘Inspire the World, Create the Future’
This is a home appliances brand in Korea and have many sort of product like mobile, TV, IT equipment, kitchen electronic product, living electronic product and medical appliance. Based on these IT technologies, it makes great sales with B2C and B2B. Now it was pass over the domestic market and grow
There are so many family restaurants in Korea. First if we classify family restaurant under 2: domestic family restaurant and foreign family restaurant. In domestic family restaurants, there are VIPS, Ashley, BonoBono, Seafood Ocean, Muscus and etc. Domestic family restaurants don’t pay the loyalty because they are Korean brand. And these domestic family restaurants can have franchisees. Franch