leisure time. But we held the Asian Games in 1986 and Olympic Games in 1988. After that, Leisure became popular and the demand of leisure made a huge increase. And also the law of travel restriction was removed. And increasing demand of tourism industry has led to growth of leisure industry. In 2000's, new styles of in-door leisure activities appeared, such as internet games, web-surfing, online-
Online shopping
delivers the convenient for customers
increases many customers and expand the market share
package uniformity strategy
promotional discounting strategy
The Efficient Consumer Response (ECR)
Social media, such as Facebook, Twitter, and YouTube
3. Promotion with K-Pop superstars
Younger generation who have interests in Korea and its culture.
Superstars
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i
1. Leisure as Big Business
Changing demographics
11th largest industry profits in 2006
Annual revenues of over $100 billion
Triad—amusement, entertainment, recreation leisure activities
Entertainment content—live performances (theatre, musical concerts), interactive experiences (recreation, amusement parks, travel, gaming) and media (m