McDonald's Korea introduced a new menu called 'Fresh Plus' in 2004. The purpose of this new menu is to improve the company's junk food image underlying the customer's perception. 5 months have past since the product was first introduced in Korea. The objective of our research is to find out whether 'Fresh Plus' has given any positive effect on improving the strong fixed image of McDonald's.
Introduction
We can experience the world through visual images
So. We should know meanings and intentions in visual images
Among the visual images, we select Music video
Especially sensational Music video at that time
, and
- We will try to fine meanings and intentions with theories we learned
Significance of the project
2.3. Compound retrieval
When using compound word, we can separate similar images such as sky and sea. This word is hard to be separated by color or shape. Text can be a useful vehicle by searching images. For example, we typed word 'blue', 'snow', and 'tree'. Although Google image retrieval is based in keyword and idee visual search lab is based in tag, we can get result which is similar to res
Advantage
Bridge the semantic gap between users and retrieval system
Disadvantage
No one-to-one correspondence between words and meanings
Text-based image retrieval should be developed with the content-based image retrieval.
4. Regression analysis
4-1 Tourism destination image depending on PPL effect
We analyzed that PPL give what kind of effect on to Cognitive, Emotional tourism destination image. In other words, we took linear regression analysis to know the Cognitive, Emotional tourism destination image depending on PPL effect. Through the variable calculation, we got the mean of PPL effect. We set this to
- Introducing the way of Benefit
유진(muse) = 베네피트.
제품만을 나열해 놓는 다른 브랜드들과는 달리 베네피트는 제품을 이용한 화장법을 상세하고도 친절하게 설명.
요즘 GM대우 에서 2011년형 마티즈 크리에이티브와 핑크색상 출시기념 24만원 상당 ‘베네피트 핑크마티즈 패키지’ 증정
Aim to Target
The Youth
대부분의 맥주 브랜드가
Target으로 삼는 층
유의미한 차이를 내기 어려움
Stylish People
20대~30대 초 경제력 갖춘 집단
맛과 디자인에 민감한 집단
일부 수입 맥주
브랜드가 Target으로 삼는 층
Core
Customer
ZMET과 정량분석을 통해
성취지향적
자기 존중감이 높음
image to increase profit. By taking care of the idle assets in the company and using them for rental and lease purposes to further develop it as a high value-added asset, and endeavoring to research and develop in the bio-industry along with in-house development.
2.2 Global Market Expansion Strategy
If KT&G is implementing strategies in ways that they can compete with foreign tobaccos
to the cost of advertising effectiveness can be halved. Also, the advertising model, this duplication appeared to weaken the company's brand image of credibility is down.
Sports marketing opportunities than ever before are enabled, and the market expectation that it would be bigger. These expectations in sports as an opportunity for the model works. Kim Yuna is currently a large number of ads
Image
Even though the core customers of 20s and 30s have the tendencies which match our products they did not give a positive answer to the questions related to participation.
트레킹 불참 이유 응답자 수
힘들다 8 40%
등산이 싫다 2 10%
관심이 없다 2 10%
바쁘다 1 5%
귀찮다 1 5%
위험하다 4 20%
단조롭고 볼거리가 없다 2 10%
합계 20명(총 응답