“Finally, I am going to Disneyland!”

Two months ago, one of my nephews called me and said he is so excited to visit Disney World, which is the world’s most-visited entertainment resort. His mother, who is my aunt worked at the Disneyland theme park (and previously worked at Disney World) told me Disneyland is his birthday present.

Disney World is not just a fantastic place for my nephew. It is quite amazing place for all. Everyone loves Disney World!

He spent a week at Disneyland in Southern California with his family. My aunt said “I have been to the theme park many times and always enjoy every minute. Every time I visit the park I am always enthralled by the Disney Company’s attention to minute details. They know the small and little things matter. The customer experience matters.”

After reading 7 magical marketing lessons from Disney world on Influential Marketing Blog, I am pretty impressed about Disneyland’s marketing strategies. Their strategies put customers ahead of everything. Disneyland’s goal is to leave the customer with a lasting, positive impression.

Innovation is the key to perpetual growth

Furthermore, I heard they adopt latest technology such as modernizing rides in theme parks to retain the interest of old and attract new customers. Also, they find ways to attract customers the year round for business, like theme parks, which face seasonal fluctuations. During the lean months, it cuts room prices or creates special packages for their target groups.

Should the opportunity arise, I’d love to go to Disneyland. I want to go and see for myself. It is better to see a thing on time than to hear about it a hundred times.

http://lubbockonline.com/stories/091309/nat_492670680.shtml

http://www.mousesavers.com/walt-disney-world-vacation-discounts-and-deals/disney-world-vacation-package-discounts/

I agree with Seng Hyun Lee’s post about how successful Kakao Talk’s marketing strategies are. It is top download in the App Store and the most successful social network service across iPhone and Android platforms in Korea. It has been Korea’s biggest application success story and inspiring other Korean application developers and start-ups.

(http://nwww.koreaherald.com/view.php?ud=20111128000690)

Furthermore, Kakao Talk has approximately 1 million users overseas and this figure continues to grow by ten thousands users per day. It has tried to go into partnership with many Korean companies and has plans to open the service in a few Asian territories and the US this year, gearing up to face tough competition from many other messaging services in America like Facebook and Twitter.

(http://thenextweb.com/asia/2012/10/19/kakao-talk-yahoo-japan/)

(http://en.dailysocial.net/post/exclusive-kakaotalk-sets-to-expand-to-indonesia)

The compelling and different systems that Kakao Talk is exclusively offering, including photo and video sharing and group chat, is anticipated to capture more non-Korean users. In fact, I have lots of international friends who are using Kakao Talk.

Kakao Talk solved the problem of text messaging which is high price. I know the price for 500 texts per month is often $15 or more…. but Kakao Talk makes sure I never pay for texts. Also, as he mentioned, there are lots of useful functions like audio clips, voice talk, and funny emoticons. I often use them to my family and friends for fun. It is also possible to invite multiple people to a text conversation, which I found really efficient in family gathering or work situations where several people need to communicate. When I type letters once, all my family members can see my text.  It is conducive to time saving.

In my opinion, the only real problem with Kakao Talk is the fact that, because it is an online instant messenger, I can text only with others who are using this application. Also, it is pretty complex to old generation; my grandparents had a difficulty dealing with this application for a long time and still feel uncomfortable with it. Therefore, I cannot text my grandparents for free. Since many old people also use smartphone now, why does not Kakao Talk target them by changing to simple style but same functions as the original Kakao Talk?

 

Information about Kakao talk:

http://sgentrepreneurs.com/2012/12/25/kakao-kakaotalk/

 

“Starbucks and Uniqlo brand co-branding”  Starbucks and UNIQLO collaboration: An image of the model is printed on the cup and can be “dressed” by three different outfits on the coffee sleeves. It gives off the impression of dressing the model and combines the conservative, calm image of Starbucks, with the young, and energetic UNIQLO. (http://blog.naver.com/hs963135Redirect=Log&logNo=20171771069) (http://www.yeongkeun.com/works) (http://www.behance.net/gallery/AD-sleeve/3806483)

 

What is Co-branding? 

Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy.

 “The term ‘co-branding’ is relatively new to the business vocabulary and is used to encompass a wide range of marketing activity involving the use of two (and sometimes more) brands. Thus co-branding could be considered to include sponsorships, where Marlboro lends it name to Ferrari or accountants Ernst and Young support the Monet exhibition.”

If you read the textbook, you know there is information regarding co-branding of Samsung phone and Armani.  Giorgio Armani, Samsung Electronics Co. Ltd., and Microsoft cooperated the new Giorgio Armani-Samsung smartphone, the most elegant and functional mobile on the market. This phone outstands due to the innovative blend of Giorgio Armani’s sophisticated style and Samsung Electronics’ cutting-edge technology. As Armani commented, a smartphone which is not only an elegant tool but also functional and useful, perfectly suited to every moment of one’s business and private day.

 

 

Other Co-branding examples: http://images.businessweek.com/ss/09/07/0710_cobranded/3.htm

 

 

Do you guys believe Co-branding is always efficient? Do companies always make a huge profit using this strategy?

Like everything in the world, Co-branding has both merits and demerits……

 

The Advantages and Disadvantages of Co-branding

Advantages

Disadvantages

Reinforcement: By co-branding multiple products a company can create a deeper impression on the public. A wider range of products can do more to enhance a particular brand image than just one product.Signaling: Co-branding is a way of signaling various forms of information to consumers. If a single product is associated with multiple brands, that signals the two companies have invested their good names in its success.Value: By combining multiple products under a single brand, a company is able to take advantage of its previous investment. Increased Market: Co-branding can increase the visibility and market share of both franchises Share Costs: Co-branding allows individual franchises to share promotional and running costs. This can be especially important with national franchise brands. Share Reputation: Co-branding can allow franchises to share a reputation. Consumers generally develop positive associations with their favorite brands, and these can transfer to the co-brand.

Competition: A significant disadvantage for smaller businesses that have yet to fully establish themselves in any market. Larger competitors are able to leverage already popular brand names to new products and compete in a way that new businesses may not be able to answer.Confusion: For brands that are less well known, co-branding may create confusion. A consumer may be familiar with one brand and inclined to buy it, but then be put off by its mix with another that he or she is not as familiar with.Financial Issues: The need for a intricate joint-venture and profit-sharing agreement. Reaching an agreement on co-branding can be a time-consuming and complicated process, generally involving lengthy negotiations and complicated legal agreements.

http://en.wikipedia.org/wiki/Co-branding

http://online.wsj.com/article/SB119055137718936501.html

http://en.wikipedia.org/wiki/Tassimo

http://en.wikipedia.org/wiki/Taco_Bell

http://m.qsrmagazine.com/news/kfc-aw-co-brand-300-restaurants

 

 

 

 

 https://www.youtube.com/watch?v=Hzgzim5m7oU

What do you think of this video? Changing some words gains much emotional appeal and wields greatly influence on his life. Emotion is conscious experience that is characterized primarily by psychophysiological, expression, biological reactions, and mental states. (http://en.wikipedia.org/wiki/Emotion) Since it is so complicated and mysterious, sometimes we cannot control our emotions. Also, we humans cannot deny our emotions!

 

In almost all commercials we watch today, we will notice that they hardly ever tell you something about the product being sold. Advertisements mix the use of sight, sound, color, motion, and often humor to put forth an effective message. Within a short period of time, these commercials can catch our attention and convince us to buy their product. Playing off emotions is one of the most efficient ways to entice people to go shopping.  

 

 

A long time ago, police in Iksan (which is a city and major railway junction in North Jeolla Province in South Korea) were having trouble with drivers speeding through their small town. Patrolling, citations, and all the normal strategies were unsuccessful. The signs on the edge of town said, “Speed Limit 50 mph.” Iksan police officers grappled with the problem of over speeding and one of them hit upon an idea of making a change. He replaced the old signs with new one that suggest, “50 mph or 60,000 won.” (60,000 won is about 55 Canadian dollars.)  Before long, drivers slowed down and the problem was solved. Those drivers in Iksan were too concerned about where they were going or what they were doing to care about following the law. Only when the emotional appeal of losing money was presented did the message break through.

 

 

Here are three emotional appealing advertisements of Thai insurance company. They are touched a lot.

Silence of Love: Thai Life Insurance Commercial (English Subtitled)  https://www.youtube.com/watch?v=nBobmn_u98w

The Saddest Commercial Ever https://www.youtube.com/watch?v=dpf2hsZGsJM

Thai Life Insurance (Mae Toi)  https://www.youtube.com/watch?v=7Bvy_11pxzA

Have you ever experienced bad customer service? Do you ever get an apology? How does it make you feel?

Relationship marketing began its existence in 1990s. Its main focus is a long-term relationship that is good for both company and the customers and this relationship is based on trust and commitment. Customer input is invaluable, as the customer is the one who actually buy the product. If a customer is not satisfied from the beginning, there is no way to gain his or her mind after that.

Establish a sustainable competitive advantage is a main component to long-term financial performance. Customer excellence which focuses on retaining loyal customers and excellent customer service is one of four macro strategies to develop sustainable competitive advantages.

Having a loyal customer is a considerable way of sustaining an advantage over competitors. “LOYALTY” is not just preferred product from a company instead of another. It implies that customers are unwilling to buy the product from competitive firms. For example, I continue to buy Americano at Starbucks even though Blenz opens right across my house. I am a loyal Starbucks customer. Also, companies can build sustainable competitive advantage by providing good customer service.

Several years ago, my family moved into a new apartment and wanted to transfer internet service. It was still hooked up at the previous apartment. When my father asked them to move it, they said they were overloaded and could not. My dad said, “Okay, if you’re overloaded, can I get reduced speed?” He really liked their service compared to the other companies, and he wanted to keep being a customer. However, they refused and cited their policy that they could not move or change anyone’s plan. So my dad took the battle higher, to a manager, who told my father the same thing. He emphasized, “I am a good reliable customer, I am not asking for more. I am asking for the same or less.” However, the manager told my father the same thing over and over. My father could not help changing the company and the new one gave him great service and we got our internet hooked up that same day. One month later, one agent who read the e-mails about my father’s requesting to move internet service and take action to fix the problem called back and apologized. Also, they tried to get my father to come back. My father was really upset and told them he will never come back in future.

In a real world, many customers as well as my father change their mind due to bad customer service. I know dealing with various customers is not easy. However, it is one of serious duties that companies have to solve. Companies should offer a reasonable solution from the point of customers’ view. If handle the situation well, they may even be able to improve relationship with customers, and create further opportunities. I am certain it takes such a long time and effort to win a reputation, once they has earned an excellent customer service fame, it can keep this advantage for a long period of time, since competitors are difficult to imitate.

Take a break! 🙂

People are likely to miss a lot of commercials and advertisements while flipping though the newspapers and magazines or watching TV. However even then, the charm of a celebrity rarely goes unnoticed. Using celebrities in advertising, due to their physical attractiveness, help customers to remember the brand during shopping.

Studies show that effectiveness of celebrity endorsements is derived from the fact that consumers have a preconceived image of the celebrity in their minds, and then this will in turn be connected to the product which is being endorsed. These endorsements improve source credibility, believability, and likeability of products. The notion that after being faced to a personality is linked to a given product enough times the mind will make a link. Whenever the mind evokes memory of the star it will come up with memories of the product. It is called “Associative Learning Theory”

Children and teenagers in North America are seen as targets by advertising campaigns. Quick growth in television stations and social media has also led advertisers to market straightaway to youth. Since they are heavy media users and early adopter of technology, marketing using both television and social media are pretty attractive ways. However, youth who are mostly vulnerable to advertising environment and lacking in judgment is absolutely the victim.

Celebrity endorsements encourage the children usually get more attracted towards expensive branded products. Their favorite celebrities who put on luxurious clothes make teenagers look to something cooler than themselves.

Also, Junk foods, such as hamburgers and soft drinks, are heavily advertised during children’s TV viewing time. This makes a craving for fatty, sugary and fast foods in teenagers, thereby affecting their health.

Last but the most serious thing in my point of view is sexual suggestive advertisements. Walking through the streets, there are many advertisements that show sexual oriented products. These ads have model’s sexually explicit postures or slang that makes people take notice. Since young people are curious of sex and have poor judgment, I believe they are much more likely to participate in sexual activities if they are exposed to sexual behavior in their life. Also, many teenage girls tend to follow their ideal models that are ultra skinny and it affects adversely on their health and self-confidence.

Advertisers should be careful when they make commercials. I believe if they are smart business people who have studied ethics, profession and responsibility; they have to consider not only profits but also the effect of celebrity endorsement on society!!! Associative learning theory wields strong influence over our life!

Photos from

http://cxetheresa.files.wordpress.com/2008/06/angeoudemon_mariedevillepin.jpg

http://i.dailymail.co.uk/i/pix/2010/01/06/article-0-07C5339E000005DC-679_468x473.jpg

http://emmawatsonupdates.files.wordpress.com/2010/01/emma-watson-burberry.jpg

http://paleoista.com/thumbnails/u/theme/1efc68d195ad0ecbc4736e1edc700f79.jpg?w=555&h=370&zc=1

http://i.cnn.net/money/2007/05/22/news/companies/burger_

interview/paris_hilton_hamburger_ad_carls.03.jpg

http://i.models.com/feed/i/2009/11/ck2-500×663.jpg

http://www.msmagazine.com/spring2009/images/CalvinKlein_Ad.jpg

According to Wikipedia, False advertising or deceptive advertising is the use of false or misleading statements in advertising. There are many deceptive methods to deceive consumers in ways that seems legal. Among various misleading methods, I want to mention misleading illustrations. We often see delicious serving suggestion pictures or words on a food package and advertisement, and feel annoyed after opening a bag. Why? Because it is so differnet than we think!

Sometimes, unfortunately, we fail to notice any differences and believe all illustrated items are included….. 

I chose misleading advertising of Shin Ramyun Black as my first blog topic and want to share with you!

Nongshim is a food company that produces instant noodles and snacks.

It has led the Korean food industry since September 18, 1965. Among many kinds of noodles, Shin Ramyun is a Korean trademark product that exports more than 80 countries over the world. New version of Shin Ramyun called Shin Ramyun Black was released in 2011 to celebrate their 25th anniversary; however the food company had stopped making it in four months. The company was accused of running false and exaggerated TV commercial. The product touted overinflated health claims; it called itself “noodles as nutritious like a beef soup,” and emphasized “right proportions of carbohydrates, fat and protein” with higher price, although its nutrition level is similar as other competing products. Nongshim’s misleading advertising had disappointed not only Shin Ramyun Black lovers but also original fans of Nongshim food. Nongshim had agreed to plead guilty to misleading advertisement and paid a 155 million won ($143,022).

Nongshim is now getting back on its feet after the crisis. Sales of Shin Ramyun Black begin increasing after the advertising campaign with a South Korean musician Psy who is universally known as ‘Gangnam Style’ video. Fans well acquainted with him know he eats the product already and the idea of being the model for the brand looks like a perfect connection. With the fans loving the singer, the opportunity to bring the Shin Ramyun Black to different parts of the world has enormous marketing potential with the food company. Hoping to make it work for various cultures, Nongshim made their ads in English and Korean for customers in all over the world.

Article “Shin Ramyun Black fined for false ads” http://www.koreaherald.com/view.php?ud=20110627000700

Article “Psy pulls up sales of Nongshim’s Shin Ramyun Black Cup” http://www.koreaherald.com/view.php?ud=20121122000736

Psy – Shin Black Cup Commercial https://www.youtube.com/watch?v=NOL40dnFTVs