Category Archives: Courses

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Commercial renewal project: Uniqlo Sports

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https://www.youtube.com/watch?v=thLVrGg2Fnw

 

Uniqlo is one of the leading “fast-fashion” or SPA (specialty retailer of private label apparel) brands. It sells comfortable and affordable life-wear clothes. In April 2016, Uniqlo launched its sports brand called Uniqlo sports and aired the commercial of “Why are you wearing clothes?” As for the target, it appeales to the people who prefer wearing comfortable clothes. As for the message, it emphasizes that Uniqlo is not only for comfort but also for lifestyle and style. Although this commercial is not hated by many people, the scope of its target audience is too broad and the message is not clear. Therefore, we address these two issues in our new commercial.

Note that, different from the better established sports brands such as Nike or Adidas, people have virtually no idea about Uniqlo sports. This is because they have insufficient information about the innovative functionality of Uniqlo sports. Therefore, we aim to get people informed about Uniqlo sports in the new commercial.

Our proposed new message is sports-wear in daily life. We change the target audience to the age of 10s to 20s who like to play sports. Our sub-target is a group of people between 30s and 40s who like outdoor activities and enjoy wearing comfortable clothes. In our new commercial, we compared between two students; one wears daily clothes and the other one wears Uniqlo sports. When they both receive at the same time the identical message saying “Let’s play basketball,” the person who wore daily clothes goes back home, changes his uncomfortable clothes, and then comes back to the basketball stadium. However, the other person who wore Uniqlo sports did not have to make travel. We emphasize in the new commercial that if they go with Uniqlo sports, they can exercise whenever they want without changing to other sports wear.

 

 

Written by Gonord Oscar, Minji Kim, Euijong Kim, Namkyu Park, Dongwoo Lee, and Pardu Maria | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University

 

 

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Commercial renewal project: Oreo thins

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“Thinner, lighter, this is Oreo” This is the first sentence that appears in the Oreo Thins commercial in July 2016. It also says “slim and slender we want more and more,” suggesting that this new cookie targets at the people who used to hesitate to eat Oreo cookies for their high calories. Interestingly however, there is little difference between Oreo and Oreo Thins in terms of calorie: 245kcal and 220kcal.

We decide to modify the target of the commercial. Since there is no significant decrease in terms of calories, targeting only for ladies is inappropriate. We extend the target by including men. We also appeal the key advantage of Oreo Thins. Unlike the original Oreo, it does not need milk. Therefore, dunking or twisting is not needed. In sum, people can eat Oreo Thins elegantly.

 

 

Written by Léa Gagneux, Donghwi Kim, Hyoju Lee, Gunwoo Jung, Yunho Jung, and Yoosuk Jung | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University

 

 

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Commercial renewal project: Corona

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The Corona brand is associated with relaxation and a temporary escape from stress. The original commercial attempts to show that through a man and a woman relaxing on an exotic, white sand beach somewhere in Mexico. The original ad does not seem to capture the product’s target market and fails to depict how everyday consumers can enjoy the product.

After watching the original commercial, we decided to change a couple of points. The cast that we included in our ad change attempts to better portray the profile of Corona’s target market. Not only do men account for over 80% of the product’s consumption, but Corona also attempts to target middle to high class males between the ages of 21-35 who lead professional or semi-professional lifestyles; we tried to capture this customer profile in our ad.

We also wanted to incorporate a sporting aspect into our ad because we think it’ll help us better communicate our message and better resonate with the product’s target market. Corona is associated with many sporting events, and can frequently be seen sponsoring events such as the US LPGA tour (golf), NASCAAR, and multiple soccer teams.

Finally, the scene of two coworkers playing basketball after a stressful day of work and relaxing on the bench while drinking a cold beer portrays the message that simply finding the time to relax with friends while drinking Corona can make you feel like you’re on vacation. We believe that most people will have a feeling of familiarity to a situation like this compared to relaxing on an exotic beach.

 

Written by Hyungjoon Kim, Dohoon Lee, Mina Cho, Padiya Edwardo, and Furusoba Michaela | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University

 

 

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New product project: Stain free

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“Stain Free” gives a proactive solution for those who concern about makeup stain on the clothes while getting dressed and undressing the clothes. It is portable silicon collar made from organic material so there should be no harm on the skin. Customers will put “Stain Free” on the collar of her or his clothes before getting dressed and undressing so it prevents the stain. After using “Stain Free”, customers will be able to easily remove the stain on the product, so they can use the product in a clean condition as frequently as they need.

NPD_Stain freeAlthough Make up stain is classified into temporary stains, it is still hard to be removed as cosmetic is composed with complex chemicals. We have found many people online looking for reactive solutions to remove the makeup stain and sharing the solutions with others. After surveying 70 women, we have realized that every one of them has experienced makeup stain on the shirt and they wished they had a product that can prevent. Out of all the opportunities we have come up with, “Stain Free” was evaluated by RWW Chart as the most feasible with the greatest competitive advantages and it was financially prospective. However, the result was not over “108”, therefore we were still required to improve our opportunity based on the customer’s need. We found the product called “Face Cover” as our potential competitor. However, we also found a number of disadvantages of the product from the reviews on the internet as well as the 1 on 1 interview we conducted. As well, we have drawn a couple of personas with two different life-styles in order to figure out how “Stain Free” will adapt on our customer’s daily life. Eventually, it was clear to see that customers demand the convenient, market available, and affordable product.

Based on the insight we have examined earlier, we improved a number of attributes of our product such as materials, design and the ways of distribution etc By writing HOQ, we were finally able to specify the product and also generated a number of concepts of our product to meet our customer’s needs. We have selected the product made from silicon as our ultimate concept after evaluating 3 different concepts with Pugh Matrix and we expect see our annual revenue over $113,400.

 

Written by Seunghyun Yoon, Sooyoen Lee, Yurim Lee, and Mohammed | New Product Development 2016 Spring | College of Business Administration, Kookmin University

 

https://youtu.be/OmltB8JPsQA

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New product project: Cup crash

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Cup crush

How many cups of coffee do you drink a day? Nowadays, it easy to find people holding a cup of coffee in your surroundings. Coffee has become a commodity in our lives. However, as demand for coffee has increased, it also increased the number of disposable cups. This causes trash bin to be over floated which leads to environmental problems. For these reasons we planned to make a new product for environmental protection. And we focused on reducing the amount of trash.

NPD_Cup crash

Well, there are various ways to reduce waste. For example, we could increase the number and volume of trash bin. Or we could also try to reduce the size of trash. However, we think it is most effective to decrease the volume of trash. It’s because it has spatial limitations as we increase the size of trash bin, and also it can’t solve essential environment issues. But in contrast, reducing the volume of trash has many great benefits.

As a solution to minimize the volume of the coffee cup, we came up with the idea of paint bucket. It is effective to reduce the volume of the cup. If you simply press the top and bottom part of the cup, you can reduce more than one third of the volume. This product is more effective than the existing products because the existing products require more force and once it is squashed, it seems that there is not a huge difference in terms of volume. Furthermore, our differentiated design may provide freshness to customers. Not only that, it arouses a trend of participating in an event of reducing trash which leads to saving environment.

Our main targets are both individuals who sell coffee and who drink coffee. From the perspective of cafe owner it allows them to keep their cafe clean and reduce the cost of refuse disposal by reducing the amount of trash. From the perspective of people who drink coffee, customer can give such positive effect that has been mentioned. Also, our product can create social trend that has image of protecting environment by reduction of trash. Social trend involves meaning that each and everyone will try to reduce the amount of rubbish like a campaign.

It is common sense that social trend like this which is protecting environment is healthy. However, crushing the empty cup could be tiresome for somebody. Therefore, we would like to put small sentence or character to attain user’s interest to encourage crush the cup. When the cup is completely crushed, new picture or sentence can arouse people’s interest.

In other words, by launching “Cup Crush”, It will drive a lot of benefit for not only just coffee seller and coffee buyer, but society also.

 

Written by Bohee Cheong, Donghui Kim, Hyuntaek Lee, Wonjoon Cheong, and Yan He | New Product Development 2016 Spring | College of Business Administration, Kookmin University 

https://youtu.be/ShfjRbjX9lU

Courses

Commercial renewal project: New Balance Cameraman

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New Balance released a TV commercial in October 2015 to introduce its premium jacket line called Cameraman. According to the website, this premium jacket was inspired by the jacket of professional cameraman who is shooting in extreme cold weather and harsh circumstances. As such, this well-made TV commercial spotlights on a male professional photographer who has a Canadian, Vancouver, background. Although it delivers the concept of the newly introduced jacket very clearly, it does not seem to resonate with general public who are interested in a highly functional jacket but do not always bring their DSLR cameras with them to take pictures seriously.

We change the New Balance Cameraman TV commercial by changing the target market. The main message of our new TV commercial is that Cameraman is no more than a name of a new jacket, and everyone can enjoy it. We broaden the target market by ending our TV commercial with “he is not a camera man, IT’S cameraman.”

 

Produced by Yoonseung Kim, Hyunjae Kim, Jungwoon Park, Jongjoo Park, and Nayoung Eum | Marketing Communication | College of Business Administration, Kookmin University

 

New Balance

 

 

 

 

 

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Commercial renewal project: Budweiser

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When Budweiser released its 2015’s “freedom” TV commercial in US, only few twitter users liked it. Instead, majority criticized its unclear message of independence and overwhelming numbers of visual images.

We decide to change the Budweiser’s TV commercial by making it simple. First, we do not move its angle but maintain its static image. Second, we interpret freedom as “you can be whoever you want to be”; in our new and short TV commercial, the viewer drinks Budweiser and can become a famous singer like Michael Jackson. In order to emphasize the message of freedom, we also generate and add a new slogan that “Be a Budyweiser, Beer Budweiser.”

Produced by Donghoon Lee, Jeeyi Kim, Yujin Song | Marketing Communication | College of Business Administration, Kookmin University

Budweiser

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New product project: Fur away

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https://youtu.be/5RHwEP_jNoo

 

Furaway“Fur Away” is a machine that removes animal hair on our clothes. Cat hair is so light and thin, it sticks everywhere in the house and very easy to be seen all over your clothes. It is there even after you put your clothes in laundry machine. With Fur Away, you can simply click the button to activate, and the machine does all the hard work for you. Our main target is pet owner who suffers from animal hair on their clothes.

We thought of many ways to activate the machine and narrowed down to use static electricity or air suction. We have asked several questions to 30 pet owners (10 students, 10 office workers, 10 house wives), and every single one of them has answered that they are suffering from their own pet’s hair. A majority group of pet owners have answered that they use box tape, and round-shaped modified sticky tape to remove hair. Plus, their most concerning factors were: First, spending too much time to remove hair; Second, difficulty of perfect removal; Third, product’s expendability.

Based on customer needs, we have invented a machine that looks resemble with spin-dryer which use static electricity or air suction. Inside the machine, the cylinder rotates fast and sucks pets’ hair. A strong friction will suck animal hair and capture them perfectly, so pet owners can spend less time to remove them. There were 6 alternative concepts we discussed, and problems are decomposed by creating functions and shapes: 1) Vacuum-Room; 2) Auto-brushing Room; 3) Steam-Room; 4) Adhesion-Flat; 5) Spin-Cylinder; 6) Static-Cylinder. Function tells you how to detach fur from a clothes, and shape means how the other design looks like.

As an example, room shape looks like closet that clothes can be hanged in, flat shape looks like scanner that clothes can be put in unfolded and cylinder shape has form which makes it easy to spin. These 6 concepts are scored and screened to develop the best concept. As a result, our team decided to continue develop Vacuum-room, Spin-cylinder, and Static-cylinder and discontinue others.

We surveyed 20 people who raise pet, and the result is analyzed by Q=NAP. Therefore, we set the price as 80,000Won ($75). Overall, Fur Away enables you to save time and provides convenience in removing animal hair. Also, people are desperate for this product to come out.

Written by So Yea Jeon, Ga hye Kim, Seung Beom Kim, Ji won Hyun, Kyung won Kim, Dong hyun Gim | New Product Development, Spring 2015 | College of Business Administration, Kookmin University

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New product project: Tumbler with a sugar indicator / Sticky toilet seat cover

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Two groups of the students who took the course, Design Marketing 2013 Fall, made their interesting presentations.

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1. SugaVoid (made By Geon Lee, Minhyeong Park, Minji Hwang, Donggyu Jung, and Jiyun Kim)

https://youtu.be/KnbNxjo576g

Sugavoid

Problem: WHO(world health organization) suggests that sugar intake should be less than 50g for adults and less than 35g for kids. However, since students drink about 2 cans of soft drinks a day, consuming 50g of sugar, and then intake additional sugar from other foods, they usually go beyond the recommended amount of sugar per day.  The students took research of 25 randomly selected people and found that people are willing to adjust the amount of sugar that they take when they recognize that they are taking too much sugar. How do they help people notice how much sugar they take a day?

Solution: They propose a tumbler called SugaVoid which measures and indicates how much sugar is included in the liquid. In particular, it indicates the amount of sugar visually (sugar cubes) rather than verbally (grams) and communicates this information with other applications to help consumers keep track of and their sugar consumption.

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2. Sticover (made by By Jihwan Hong, Seorin Jeong, Jaemyun Park, Ikhwan Kim, and Seunghye Ryu)

https://youtu.be/Itwr6B1iIhE

Sticover

Problem: People desire to use clean toilets in public spaces. However, the market does not satisfy rapidly growing customer needs of hygiene.

Solution: They propose a sticky toilet seat cover called Sticover. In the present, competitors focus on either price or comfortableness. For example, Hyzen and Cleancover are relatively easy to use but expensive, whereas Sanicool is cheap but uncomfortable. Their proposed Sticover is not only comfortable but also reasonably priced. It specifically targets the business owners who want to provide clean experience to their customers. They consider conducting a cost leadership strategy with other 4p marketing mix, and position sticover as a mandatory item.