history
Strategic holding company that manages a portfolio of global market leaders
Founded in 1986 by emerging BBDO, Doyle Dane Bernbach, Needham Harper
Take over several marketing and PRcompanies
Found Europe market by establishing ‘Omnicom Europe Limited’ in London
Develop company’s communication strategies rather than focusing on advertisement which is sensitive to business
The largest airline company in Korea and one holding high rank in Asia
Earlier Advertisement : The quality of aircraft and services
① state-of-the-art and large-scale aircraft
② Campaign slogan: Sky, blue sky
③ ‘Excellence in Flight, Korean Air’
Flight mileage - common customer preference
Company image improve through sponsorship policy
Public Relationship(PR)
Media Adve
PR
0
0
640
0
640
광동탕
0
59,417
0
0
59,417
광동하이치올씨
0
0
73,494
0
73,494
회사계-광동제약
2,331,033
608,767
931,733
2,000
3,873,532
As you can see in advertising expenditure, Vita-500 is important products in Kwang Dong Pharmaceutical CO. In 2001, Vita-500's sales rate just 5% of total sales. But In 2003 Sales rate increase 25% of total sales.
Do
PR campaign, they have to afford it first. Woongjin did afford this “Saving You-gu river campaign” better than many small companies.
-Local support
Strong regional solidarity with You-gu eup community is a positive element for Woongjin`s PR campaign. It is ready to get supplemental support from local community. It would be possible because most of factory staffs are people from You-gu area