popularity
Small market share
O
Well-being trend
Government promotion
Rising interests of Makgeolli among young people
T
Negative recognition of makgeolli
Loyal consumers of Seoul makgeolli
Majority of the audience
didn’t perceive the key information
Vampire advertising
Part of the audience only remembered the model and could not match the AD to the brand
BENIKEA’s background
What is BENIKEA
BENIKEA, which stands for “the Best Night in Korea” is Korea’s first-ever mid-low priced tourist hotel brand. BENIKEA means Korea’s best hotel that offers the very best in rest and relaxation.
With the support of the Ministry of Culture, Sports, and Tourism(MCST), Korea Tourism Organization(KTO) has pushed through with a project promoting BENIKE
• A Soulful Beverage
• The Commoners’ Beverage
• A Deep-rooted Tradition
• Globalization of Korean Food
• Well-Being Beverage
2. No registered trade name
1) Rice wine(서울탁주)
2) Maccori(이동주조)
3) Makkoli(국순당)
4) Makgeolli
(농림수산식품부)
Can assume that the main consumer of “Melona ice cream” is over age 20.
1. the price of Melona is not cheap in Brazil (6헤알/ice-cream) , other bar ice cream is about 2~3 헤알
2. “Melona ice cream” is sold in coffee shops or Korean/ Japanese restaurant the most
3. Many pictures of “Melona” consumers are not teenagers.
Healthy Product will attract Brazilians
Increasin