• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.9
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• pp.1454-1469
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• 2010

Brands have their own life cycles and exert a great influence on the marketing activities of companies. This study examines the marketing activities according to a brand life cycle and measures the scope of their performances. The research divides a fashion brand life cycle into three stages through the analysis of secondary data, and validates the causal relationship between marketing activities, brand equity, and consumer behavior according to the brand life cycle. A total of 573 responses were analyzed through a factor analysis, path analysis, and paired t-test with SPSS 12.0. The results are as follows: According to the analysis of the relationship between marketing mix and brand equity, distribution strategies are effective at the introduction/growth stage and the continuation stage. Advertisement strategies should be a main focus at the maturity stage for brand awareness. Throughout all the stages, product strategies wield the greatest influence on the brand image. Among brand equity components, the brand image has an influence on consumer behavior at every stage of the cycle while the brand awareness has no significant effect on consumer behavior. The marketing mix component that has the greatest impact on consumer behavior is product. Contrary to general expectations, price has a negative or insignificant effect on consumer behavior at every stage of the cycle. The results illustrated in this study help to understand the life cycle of fashion brands and characteristics different from consumer goods. Thus, fashion companies should identify at which stage their brands are positioned and develop different strategies to fit each stage.

• Asia Marketing Journal
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• v.13 no.3
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• pp.233-248
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• 2011

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, 'Jayeonun Masitda - The Nature Is Tasty' in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since 1995, but with a modest success. In 2011, Pulmuone finally succeeded to develop an innovative product, 'Jayeonun Masitda' that brought more health and nutrition conscious consumers' attention in the ramen market. The company intended to change the current competitive structure in the ramen market, i.e., from the strength of taste and the amount of ingredient to fried/non-fried and the freshness of ingredient. By this new positioning, Pulmuone aimed to reshaping the ramen market into competition between healthy and unhealthy ramens. Pulmuone has been successful in developing a new market. Sales revenue of 'Jayeonun Masitda' has been continuously increasing, and customers are found to be highly satisfied with the product resulting in a high repeat purchase rate. The company's successful new market development can be attributed to a faithful new product development process, innovative technology, an appropriate positioning strategy, and consistent marketing communication. In addition, Pulmuone's eco-friendly corporate image and the organization's passion to grow are also important factors for success of this new market development.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.113-145
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• 2008

Marketing for the distribution industry is making an ongoing progress in the changes of customers, the competitive environment, and the internal marketing environment. Integrated marketing communication activities are required for the enhancement of efficiency in the market.oriented activities. In this study, IMC is defined as "a notion that a market oriented business integrated marketing communication means, conducting and evaluating marketing activities with consistent messages in order to communicate with customers based on databases." In this study, an IMC planning model for the improvement of marketing efficiency in the distribution industry was derived from a pilot study. This model may be broken down into the following phases: IMC goals setting, situational analysis (customer analysis, competition analysis and company analysis), customer data analysis, contact management, budgeting, the establishment of an IMC strategy, the IMC mix and execution, an evaluation system, and feedback. In consideration of the characteristics of the distribution industry, this study was accompanied by a vocational study on IMC means employed by, in particular, department stores and other distributors such as: advertising, sales promotion, sales promotion advertising, direct marketing, public relations, personal selling, the Internet, mobile, visual merchandising, words of mouth. In addition, this study also covered the correlation among variables such as IMC activities of distributors, the process of forming customer's brand attitudes, brand loyalty and repurchase intention. This research would enhance the utilization of IMC. The analysis on customer's brand attitudes toward the IMC activities of distributors requires the simultaneous consideration of how they are linked to purchase as well as their attitudes toward both distributors and stores. The formation of brand loyalty and repurchase intention is related to the integration of marketing communication and the maintenance of consistency in contents, which requires integrated brand communication (IBC) strategies. IBC is a concept of using IMC means to manage the brand in a continuing and consistent manner and measuring their effect, which is a process to establish enterprise.level brand identity and maximize brand loyalty and repurchase intention by integrating IMC means. For an empirical analysis in this study, an online questionnaire survey was conducted among those department store customers from 20's to 50's who reside either in the Seoul and Gyeonggi areas and have made purchase at department stores. In this study, the research model consisted of four theoretical variables: IMC activities, IMC attitudes, brand loyalty, and repurchase intention, on which variables a pilot study was conducted. A number of hypotheses were constructed on the relations between IMC activities and IMC attitudes, between IMC attitudes and repurchase intention, and between brand loyalty and repurchase intention. The test of the hypotheses may be summarized as follows: Firstly, the test of the hypothesis concerning the relation between IMC attitudes and IMC activities - advertising, sales promotion, direct marketing, public relations, personal selling, the Web, mobile, visual merchandising, and word of mouth - indicates that advertising, sales promotion, direct marketing, public relations, personal selling, mobile, visual merchandising, and word of mouth have significant impact on IMC activities. In addition to the result similar to those of previous studies that such marketing communication means as word of mouth, advertising, personal selling and sales promotion, in particular, play very important roles, a notable finding of this study is that visual merchandising performed by department stores is shown to have very significant impact on IMC activities. On a separate note, it is also noteworthy that Internet marketing activities engaged by department stores are not shown to have significant impact on IMC attitudes. Secondly, the test of the hypothesis on the relation between IMC attitudes and brand loyalty attests that IMC attitudes for the distribution industry significantly affect brand loyalty. Thirdly, the test of the hypothesis concerning the relation between IMC attitudes and repurchase intention confirms that IMC attitudes for the distribution industry significantly affect repurchase intention. Fourthly, the test of the hypothesis concerning the relation between brand loyalty and repurchase intention indicates that brand loyalty significantly affect repurchase intention. A comprehensive view of these findings points to the conclusion that the IMC activities for the distribution industry do affect IMC attitudes, brand loyalty, and repurchase intention.

• Korean journal of food and cookery science
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• v.26 no.5
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• pp.511-520
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• 2010

The purpose of this article was to study how the 7Ps influence consumers' risk perception of eating at family restaurants in Seoul. In this study, frequency analysis, reliability analysis, factor analysis and path analysis (SEM) of the data were performed. First, reliability analysis confirmed that the 7Ps performance and risk data could be used in this investigation. Path analysis showed that the 7Ps significantly influenced customers' risk perception of eating at restaurants in Seoul. According to the results, product negatively influenced performance risk (p<0.05) and financial risk (p<0.001); price negatively influenced performance risk (p<0.001), financial risk (p<0.001), and time risk (p<0.01); place negatively influenced performance risk (p<0.01) and time risk (p<0.001); promotion negatively influenced financial risk (p<0.05) and time risk (p<0.001); process negatively influenced performance risk (p<0.001) and time risk (p<0.001); physical evidence negatively influenced performance risk (p<0.05) and financial risk (p<0.001); and people negatively influenced performance risk (p<0.05), financial risk (p<0.001), and time risk (p<0.001). As a result, we confirmed that 7Ps were an effective marketing tactic for reducing consumers' risk perception of eating at restaurants. Therefore, family restaurant companies are recommended to administer the 7Ps without additional cost.

• Journal of Distribution Research
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• v.8 no.2
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• pp.1-18
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• 2003

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflecting different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.

• Knowledge Management Research
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• v.10 no.3
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• pp.81-98
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• 2009

The purpose of this study is to investigate the effect of Hallyu(Korean Wave) and marketing mix elements on brand equity based on the Korean cosmetic brand in China Market. It will provide the constructive suggestions to build Korea brand equity in overseas market through empirical research. At the beginning of this study, in order to analyze the effect of Hallyu and marketing mix elements on brand equity, we studied literature reviews on relationships between brand equity and marketing mix elements, culture, Hallyu and its influences on marketing. And then, we set up the research model, hypotheses and variables. The chosen variables to investigate are price premium, price deals, store image, distribution intensity, advertising, Hallyu, perceived quality, brand loyalty, brand awareness/associations, and brand equity. The results of the study reveal that Hallyu and advertising had a positive influence on perceived quality, brand loyalty and brand awareness/associations, but the other marketing elements had partial influence. All of perceived quality, brand loyalty and brand awareness/associations showed positive effects on brand equity. Additionally, theoretical and managerial implications of brand equity and Hallyu based on the results of this study are discussed. And limitations and future research issues are also presented.

• Culinary science and hospitality research
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• v.9 no.2
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• pp.44-63
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• 2003

This study is about internet marketing of family restaurant through marketing mix and we found out the way which can make to activate by means of analysis of family restaurant's homepage. This study was done as following precedure. First, we've compared between characteristic was based on contents distinctive quality of family restaurant's homepage through the marketing mix. And in the next step, we've compared and ana lysed homepage of family restaurant which was chosed by the internet surfing. In the last, we evaluate strategy of marketing mix which is going well in the each field of business and then research of the way can improve internet-marketing. We draw the findings which is seperated by goods, price, promotion, distribution, other service according to marketing constituents. As a result of study, it is found that each company has given much more weight on some part in internet marketing's field of activity. In general, they put an emphasis on activity of goods and promotion. On the other hands they don't consider prices and delivery to be important compared with other parts. One of the most important things about internet-marketing is that fast and exact feedback and community makes each firm to be able to help to communicate with customer. It's like off-line-restaurant make use of free-coupon and an anniversary service.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.19-29
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• 2004

The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers' fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer's Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. The SPA brand is in the stage of inception in Korea, but the SPA brands such as MUJI and UNIQLO are already dominating the fashion business in Japan. Korea has just started developing the SPA brand, but its technological development, which was triggered by the success of 'BASIC HOUSE', is rapidly evolving. Under these circumstances, the SPA brand is getting vital for the fashion market in efficiently realizing consumers' requirements, revolutionizing the method for providing product information and the process of Marketing Mix Program, and expressing the value of shop. This paper studies the nature of the SPA brand and fashion merchandising system, and in turn examine the differences between the visual merchandising of the existing fashion brands and the Japanese SPA brands that are used as the fashion marketing strategy which is driven by the up-to-date technological system. Centering around these issues, we propose a visual merchandising system for fashion enterprises which serves to develop Korean-style SPA brands.

• Korean journal of food and cookery science
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• v.25 no.3
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• pp.306-316
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• 2009

The purpose of this study was to investigate the influence of service marketing mix on customers' perceptions of values at family restaurants in Seoul. Frequency analysis, ANOVA, reliability analysis, factor analysis, multi-regression analysis were employed to analyze the data. First, perceptions for items such as food (p<.001), price (p<.001), process (p<.001), and employees were significantly different with regard to monthly spending money, and food (p<.001), physical evidence (p<.001), and employees (p<.001) were also significantly different by partner. All of the mixes (food, price, place, employees p<.001; promotion, process, physical evidence p<.05) had positive influences on the customers' monetary and overall values. And the mixes of place p<.001; price and employees p<.01; and food, process and physical evidence p<.05 negatively affected non-monetary values, whereas promotion had a positive influence. As a result, we conclude that the service marketing mix is an efficient marketing tactic to remove intangible factors from restaurant businesses. Likewise it is highly recommended that food-service companies manage the marketing mix in a customerfriendly manner to minimize the negative characteristics of services toward customers, and to promote the customer appreciation of family restaurants.

• Journal of Fashion Business
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• v.4 no.2
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• pp.31-50
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• 2000

This study has been made as a way of serving the educational-industrial cooperation purpose. By performing a case study of Brand "K", a golf-wear brand, the validity of its marketing strategies will be examined, and desirable marketing plans will be proposed. Furthermore, the case study of Brand "K" aims to provide useful information about forming marketing strategies for other clothing brands. As method to accomplish this study, it is conducted by investigating Brand "K" 's 4Ps strategies, 4 input variables of marketing mix and understanding its problems. In addition, the study includes a consumer inquiry for marketing research. By doing so, the results of the study produces helpful marketing strategies. The results of Brand "K" 's case study show that there is a problem on each of the 4Ps strategies and the consumer inquiry indicates the same problems of the 4Ps stratgies. Therefore, Brand "K" needs to reexamine and reform its marketing strategies. Besides, it has been discovered that the results of Brand "K" 's study are so general that they can be applicable to other golf-wear brands.