Long-Run Brand Strategy

1
Long-Run Brand Strategy for Imperial
2002. 7. 10
2
??? ??
Imperial ???? ?? ??? ???? ? ??? ?????
3
????? ??

• Imperial? Whisky ??? Leader???

• 8? ?? M/S 1? (?? ??? ?? ??)
• 00? Renewal? 01? Guala Closure ????? ??? ?? ??
• Brand Equity ?? ?? ?

4
?? ??

• ????? 1?? ?? ?? ??

?? ????? ??? Leader?? ? ? ????
???? ??? 1??? ??? ???? ???? ? ??? Imperial? ???
?? ?????
5
??? 1?? ??

• ???? ??(1) v3? ??

3?
2?
1?
v3?
v3?
????? ??? ???? ? ?? ???
??? ???? ???? 2?? 1?? ???? ????? ?? ? 1?? ???
????? ??
6
??? 1?? ??

• ???? ??(2) ???? ??

M/S()
????
???
20181614.
1?? ?? ???? ??
???
3836105.
??? ?? ???? ??
??? ???
4125177.
1?? ???? 3??
??? ???
5023177.
??? 1? ?? ?? ???
??? ??? ?? ??? ???
(????????????? 41231918)
7
??? 1?? ??

• ????? ?? ????

??? ???
??? ???
2?3? gt 1? ?? ??? ???? ??? ??
2?3? lt 1? 1?? ???? ???? ??? ??
????
Marginal Superior (??? 1?)
Obvious Superior (??? 1?)
1?? ??
????? ???? ??? 1?(Obvious Superior) ?? ?? ? ?? ??
8
????? ?? ???

• ??? ?? Brand ???? ??

Comparative Strength Refined Image
??? ??? ??? ??(FGI)
?? ??
?? 17
??
??? ??
???? 17

• Modern? ?????? ??? ???
• ???? ?? ??? ??
• ????? Old? User Imagery

0.28
0.24
0.06
-0.04
-0.13
(??? ACNielsen 2002.1)
??? ???? ??
9
????? ?? ???

• ??? ?? ???? ??? ?? ??

Change of Equity Drivers
()
(??? ACNielsen 2002.1)
My Whisky ?? ?? Switching ???? ??
10
????? ?? ???

• ??? ?????? ??

?????
?????? ??? ????? Newness ??
On-Premise ??? ??
???? ??? ???
???? ?? ??? ??
??? ?? ?? 1? ?? ??? 18 ??
11
????? ?? ???

• ??? ????? ?? ??

1. ?? ????? ?? 1) Diageo Korea ?? ?? ??? ???
? ?? ??? ?? 2) Pernod Ricard ????? 18?/12??
??? ?? 03?? ??? ??
?? 2. ?? ???? ?? 1) ?? 18?? ???? OEM?? ???
??? ?? 2) Others ???
?????, ????
12
????? ?? ???

• ??? Upgrade ??? ?? ?? ???

(??? ??? Bottom-up?? ??? ??)
Super Premium
Deluxe Premium
Premium
Standard
94?
02?
???
?? Passport? ??? ?? ??? ???? ?? ?? ??
13
????? Objective
Brand Equity 5?? ?? ??

• ??? No.1 Brand ???

Long-run Brand?? ????
14
?? Framework
??? No.1 Brand? ?? ?? ??? ???? ????
15
?? ??

• Smirnoff? ??? ?? History

??? ??? ???? ??? ??? Dryness? ?? ? ?? ?? ??
Product Image
(????)
???, ??? ??? ??? ???? ??? ??? ??
Non-Product Image
(?????)
?? Smirnoff? ??? ?? ????? ??? ???? ???? ? ??? ??
(????)
Fortification
?? ??, ??, ???? ?? ?? ???, Modern? ? ??? ?? ??
(????)
16
?? Framework

• Brand Equity Management Model (David A. Aaker)

Leadership
Loyalty(Fortification)
Obvious Superior
Non-Product Association
Product related Association
Marginal Superior
Perceived Quality
Inferior
Awareness
Brand Equity
??
??
??
??? ???? ?? ???? ?????? ???? ??? ????? ??
17
?? Framework

• ??? ?? ??? ?? ??? Issue (1)

Marginal Superior ??
?? ??
Dynamic Market Provider ?? ?? ?? ?? ??? ??? ???,
??? ???? ??
??? ??? ??? ??? Needs? ??, ???
Product-related Association
1
Issue
18
?? Framework

• ??? ?? ??? ?? ??? Issue (2)

Obvious Superior ??
?? ??
Stable Market Consumer ??? ?? ?? ????? ????? ??
??? ??? ???? Value-added Proposition (??? ??)
Non-Product related Association
2
Issue
19
?? Framework

• ??? ?? ??? ?? ??? Issue (3)

??? ?????? ???? Brand Extension ??
??? ??
?? ??
??? ??(?? Upgrade?) ?? ??? ??? ?? ??? ??? ??
New Segment ?? New Usage ??
Brand Fortification
3
Issue
20
?? Framework

• ??? ??? ?? ??

02.9
03.9
04.9
05.9
06.9
07.9
(1??) ????
(2??) ????
(3??) ???
Product Related Association
Non-Product Related Association
Brand Fortification
??? Leadership ?? ? ??? ?? Step-by-step ??
21

• 1?? ????

??? ?? Imperial? ??? ??? ??? ????
22
??? Point ??

• ?? ???? ??? ?? ????? ????

Heinz
Crest
McDonald
?? ??
????
??
1? ???? ???? ? ??? ????
23
??? Point ??

• ??? ?? ??????

? ? ??? ??? ?? ?? ??
Authentic
Smoothness
??, ??, ??, ??
???? ?? ???
?? ? ?? ???? Keyword
24
??? Point ??

• ????? Image Positioning ??

Authentic Smoothness
Authentic
Ideal Vector
????
?? 12
Strong
Smooth
??
??? ??
Fashionable
25
??? Point ??

• ???

???, ??? ?? ???? ????
Old
Authentic
Ideal Vector
?
????
?? 12
Strong
Smooth
??
??? ??
Fashionable
26
??? Point ??

• Authentic Smoothness???

Authentic
Smoothness
Authentic? ????? ????? Smoothness? ???? Old
Strong??? ??? ??? ???
? ??? ??? Synergy ??
27
Product Image Repositioning

• ????? ? ???

Authenticity?? ???? ??? ??
Old?, ???, ??? ??? ??? ?? / ???? ???? ??? ?? ??
28
Product Image Repositioning

• ??? ?? ??? ??

94?? Premium Whisky
02?? Premium Whisky
?? ??? 83 ??? ?? / ????? ?? Authentic? Category
Meaning?? ????? ??
?? ??? 10 ?? ?? / ??? ???? ?? (??? Ballantines?
??)
Authentic ??, ??, Smoothness
Auhentic Old -gt Strong
???? ??? ?? Authentic Value ??? ??
29
Product Image Repositioning

• Authentic Value? ??? ??? ????? ???

lt??? ???gt
??? Authentic
Neo-Authentic
40??50?? ???/???? ??? ??? ???? ????
30??40?? ??? BMW ???, ?? ???? ????
30
?? ??? ??

• ????? ???? ??

Authentic? ??? ?? ??? ?? ????? ?? ??? Perception
??
Authentic (Old)
Neo- Authentic
Imperial
Imperial
Full-bodied Smooth
Shallow Smooth
Smooth
Strong
Others
Others
Fashionable
Fashionable
31
????

• 1?? ???? ??? ??? ??

?? ????? Shallow vs. full-bodied? ???? ??
Imperial Full-bodied
Others Shallow
vs.
??? ?? ??? Authentic Smoothness?? ? ?? ?? ?? gt
Non-Product Image?? ?? ??
32
Advertising
? 1?? Communication ??
Marketing??
Positioning
Perception
1?? Imperial ?? ??? Authenticity ??
Modern ?? ??? ??? Authenticity
Neo-Authentic
??? Authenticity ?? Shift-up?, Modern?? ???? ???
Neo-Authenticity? ????
Key Message Neo-Authenticity, Full-bodied
smoothness
33
Promotion PR
? 1?? Promotion PR ??
Promotion PR Task
??? ?
??? ??

• 100??? ????
• ? Authenticity
• 21?? ????
• ? Prestige
• Brand Renewal ??
• ? Newness

Whisky of Neo-Authenticity, Imperial
Authentic ?????? ????? ???? ?
34

• 2?? ????

User? ??? ??? ???? ? ?? ????? Brand Identity? ????
35
?? ??

• ??? ?? ??

JJ ??????
????
???
??? ???
??(Talc)??
Attribute
??/??/????
???? ??
????
??? ??? ?? ??? ????
?? ??? ?? ?? ??
???? ???? ??
Benefit
????
Value
?? ?? ??
?(?)
??? ???
??? ???
Product Image? ???? ??? Brand Identity ?? gt
Long-run Brand ?
36
?? ??

• ?? ??? ???

???? ??
Non-product(User) Image ????? ??? ??? ?? ? ???
M/S 1?? ?? ?
3
????
Generalized
Differentiated
2
Product Image ???? ??? ?? ? ??? ??? ??? ?? ?
1
????
??? ??
???? ??? Product Image ?? ? Non-Product Image?
??? ?? ?? ???
37
??? ???

• Brand Identity? ?? ??

Consumer Needs
Brand Vision
??? ?? ??? ??
???? ?? (???? ??? ??)
2?? ??? ??? ???? ???? Brand Identity? ??? ? ????
38
Brand Vision

• ????? Brand Vision??

Melting the Ice
Consumer Relationship Seekers Value Ever
Growing Circles Comm. Clue Be Expansive
Social Relationship
39
Brand Vision

• ???, MTI? ???? ?? ? ? ??

(??????? ??????)
(OB???? ??? ?? ???)
MTI? ?? ??? ??? Keyword ?? ???? ????? Concept?
???? ???
40
Consumer Needs

• ???? ???? MTI? ?????

??? ???? ??
25-49? ?? ??? Social Expansion? ?? ?? ??
Demographic
Room Saloon, Karaoke gt Bar gt Home Business
Partner, Peer Group gt Friends gt Alone
T.P.O
?? ?, ??? ??, ???? ??? ??, ????? ??? ?? ???? ?
Attitudes
41
Consumer Needs

• ??? ??? ??? ??? ?

???, ???, ???, ???
??
????, ???? ???? ??
??
??? ??, ???? ?? ?? ??? ??, ????, ??? ?? ???? ?? ??
???
???, ??? ???? ??? ?? ??? ??
42
Brand Identity ??

• ????? Brand Identity

Brand Vision
Consumer Needs
Brand Identity
??? ??? ??? ??? ?
Melting the Ice
Melting the Ice for the cause
43
Advertising
? 2?? Communication ??
Marketing??
Positioning
Perception
2?? User? ??? ????? ????? Brand Identity??
?? ??? ???? ??? ??? ??? ??
Melting the Ice For the cause
??? ??? Core Value?? Melting the Ice? ????
Key Message Relationship, Social expansion,
United, Humane
44
Promotion PR
? 2?? Promotion PR ??
Promotion PR Task
??? ?
??? ??

• Imperial Club
• The place for MTI
• for the cause
• (High Society Club)
• Imperial Man of the
• Year

Leader Brand? ?? ?? ??
MTI for the cause? Imperial ??? ???
45

• 3?? ???

No.1? ??? ??/??? ? ?? Long-Run ??? ??? ??
46
?? ??

• Brand Fortification? ???

??? ?????? ???(??)??
47
?? ??

• Brand Fortification Cycle

????
Brand Extension? ?? ???? ? ????
????
?? ??
??? ??
Ex) Gucci ???? ? Luxury Image
? ??, ??, ?? ? ??? ?? ??
Fortification? ?? Brand Extension
48
??? ?? ??

• Brand Extension? ? ?? ??

?????? ??? ????
49
??? ?? ??

• ???? Brand Extension? ????

vs.
Individual Brand
Umbrella Brand
??? ???? ?? ???? ??? ?? ??? ??? ??? ?? ??? ????
??
??? ???? ?? ??? Identity ?? ????? ???? ??? ???
??
??? ???? ????? ?? ???? ??? ?? ??? ??
50
??? ?? ??

• ???? Brand Extension? ????

Premium -gt Deluxe Premium -gt Super Premium ?? ??
??? ?? ??? ?? ??? ???? ???? ???? ?? ????? ?? ??
???? (???)
??? Umbrella Brand ??
Imperial
Soft, Young, Stand-Alone ?? ?? ??? ?? ?? ??????
??? ?? ??? ???? ?? ????? ?? ??
???? (?????)
51
??? ?? ??

• ??? Umbrella Brand ?? ??

011 ??? ??
Speed 011
TTL
???? 011
Old Brand ?? ???? ??
011 ???? ?? ??? ???
???? ????? ???? ??
??? ?? ??
Young Market ??
Brand Equity ??
???? ??? ???? ?????? ?? ?? ? ????? ???? ???? ??
52
??? ?? ??

• ????? Brand Architecture

Imperial
?? ??? Umbrella Brand
?? ??? Individual Brand
Imperial 000
000 (by Imperial)
???? 21
(For Young)
(???? Gold)
(Shallow Taste)
(???? Deluxe)
(Stand-Alone)
Long-run Brand??? ???? ?? ??
53
Advertising
? 3?? Communication ??
Marketing??
Positioning
Perception
3?? Long-Run? ?? Brand ??
Whisky? ???
???? ??
Extended Image? ?? Whisky ????? Imperial Image??
?? ??? ???
???
?? ??? ???
54
Promotion PR
? 3?? Promotion PR ??
Promotion PR Task
??? ?
??? ??

• ???? ???
• ???? ?
• International ???
• ??? ?? ??
• Imperial? Boundary
• ??? ?? Brand?
• ??? Message ??

Whisky ???? Imperial ? Image??
?? ??? ??? ??? ???? Target? ??? ??
55
? ?

• ????? ??? Brand ????

??? ??? ???? ??? ???? ??
Neo-Authentic Image ?? ????? ?? ????
???
Melting the Ice for the cause ? ??? ??
??? ?? ?? ??? ???? ??? ??
???
??? ?? ???? ?? ??/??
Brand Extension?? ????? ??? ?? ??? ??
??
???? ??, ????
56
IMPERIAL ??? ??? ?? ???? ??
57
?? ???? ?? - ??????
?? ???? ??

• 1999? ?? ?? ???? ??? ??? ?? ???? ??? ??? 289???
  ??
• ?? ?? ??? ? 10?? ??? 300??? ?? ???.
• Big 6? ?????(SOS)? ??? 82?? ?? 5? ?? 87? ??
  ??????
• ??? ? ???? ?? ??? ???.

Big 6 Imperial,Dimple, Windsor12, Windsor17,
Ballantine's, Scotch Blue
lt ??? ?? ??? ? Big 6 SOS ?? gt
???(???)
300???? ??
79.7?
71.5?
BIG6 SOS 82 (23,722)
5???
BIG6 SOS 83 (13,418)
BIG6 SOS 87 (12,617)
???) ???????(KADD)
???? KADD(???????)?? ????, ? ????? ??? ? ??
58
?? ???? ?? ????? ????? ??
Big 6 ??? ???? ?? ??

• ???? 2000? ?? ????? ?? 3040? ????? ??
• ??? 2000?? 17?? ??, ?? 12?/17?? ?????? ??? ??
• ? ?? 12/17 ??SOS 00 49.6 / 01 34.1 /
  02 29.4
• ?? 2001? ?? Impact?? ?????? ??, ????, ?? ? ??
  ??? ??
• ????? ??

???? KADD(???????)?? ????, ? ????? ??? ? ??
???) ???????(KADD)
59
?? ???? ?? - ??????

• 2001? ????? Imperial? Winds 17 ? ???? ?? ?????
  ??? ???,
• 2001? ??? Imperial Keeper ??? ??? ??? ?? ????
  ?? ????,
• Winds 12 SOS 2? ??
• ????? ???? 30???? ??? ??? Imperial ???????? ??

lt ??? ???? ??? ????? gt
lt ??? ??? ???? gt
SOS
??
????a0.9, ??? x an-1 ( n????) ???) Zielsky
Study ?????? ? MS??? ?? Brand Power Index??
???? KADD(???????)?? ????, ? ????? ??? ? ??
???) ???????(KADD),OT??
60
??? ???? BPI ????
SOS/ MS Index (BPI)
?? ?????? ???? ??? SOS? M/S??? ?? BPI?? ? ?????
?? ?? Brand? BPI ????? 11.5??? ???? ??.
61
??? ???? BPI MS

• Imperial 2000? ????? BPI 1.01.2? ????? ?? 2002?
  ??? M/S ??? ??
• ???? ??? ?? BPI??? 8??? ???? ???, Scotch Blue
  10?? ?? BPI 1.5??
• ??? ????, Winds 17 ? 15???? (?? ?? ?? ?? 24??
  / ????? ???? ??
• ?? )
• ????? ???? 30??? BPI 1.11.2? ??? ??? Imperial
  ???????? ??

lt SOS/MS Index-BPI gt
lt Market Share gt
BPI
M/S
???? KADD(???????)?? ????, ? ????? ??? ? ??
???) ???????(KADD),OT??
62
??? ???? - BPI
???? ???? ??? BPI 11.5? ????? MS???? ?????
MS?? ?? ??.
??
2000.12
2001.12
2002.5
??
Imperial
1.1
1.1
1.1
????
Dimple
0.1
0.8
0.7
???? ??
Winds 12
0.1
1.2
0.9
??? ???
Winds 17
7.0
0.9
1.2
??????
BTMaster
-
1.9
7.1
?????
ScotchB
0.9
0.7
0.4
??????
? MS?? ???? BPI 1.5?? ? ?? ????? ?? ??? ??? ??
??? ??? ??. ?, M/S ????? ????? ??? ?? ?? ??
???? 1??? Index? Mindshare ???? ??, ?? ???
????? ????? ???? ???? ??? ??
63
??? ????
???? BPI A/S ??
???? KADD(???????)?? ????, ? ????? ??? ? ??
???) ???????(KADD),OT??
64
??? ?? ???
???? ? Imperial Brand ?? ??? ??? ????? ??

• Imperial Brand Power ???? BPI 1.1 ??? ?? ????
  ???? ??? ??
• A) MS??? ?? ???? ??????? ?6-???? ????-? ???? ??
  
• B) ????? ?? ???? ?? ?? ??? ?3, A/S?? ?? 2.3
  ???? ??

KADD(???????) ??? ????, ?? ?? ??? 3? ??? ???.