Download Situation Analysis Problem Posing Alternative Character Marketing

[Möbius strip]
The curved surface that has the same topological attribute as a
surface of a long narrow strip twisted 180°(once) and attached its ends.
2015 S-OIL Brand Award
Mom and Dad,
Let’s go to S-OIL!
Situation
Analysis
Problem
Posing
Alternative
Character
Marketing
“Good Oil S-OIL”
Successful Marketing!
With familiarity and creativeness…
01 Situation Analysis
S-OIL’s great marketing
Effort for
Establishing Image
Situation Analysis Problem Posing
Alternative Character Marketing
Aggressive Events
Warm and Creative
Oil
Good Oil = S-OIL
After the birth of
구도일 Character,
TOM volume increase
47%-> 68% -> ?
Yellow Gift Big
Event
For a certain term,
provide various gifts
and benefits
Warmth in Creativeness
01 Situation Analysis
Situation Analysis Problem Posing
S-OIL’s excellent social contribution activities Alternative Character Marketing
Sunlight share
management
출처 : S-OIL
They are performing various part of social contribution ac
01 Situation Analysis
S-OIL’s Mascot 구도일
Situation Analysis Problem Posing
Alternative Character Marketing
Excellent Mascot 구도일
The first winning brand
presidential price among the
refining company
Reinforcing cognition of
differentiated oil “good oil”
Forming familiar ties with
cusomers
Higher economics than expensive
model fee
S-OIL’s
continuing
Concerning…
02
Problem Posing
Still low share of
S-OIL
Situation Analysis Problem Posing
Alternative Character Marketing
Still
low share
in domestic
refining market!
S-OIL 2014 18.3%, 2015 18.4%
02 Problem Posing
Why do they still show low share?
Situation Analysis Problem Posing
Alternative Character Marketing
WHY?
02
Problem Posing
Still low share of
S-OIL
Situation Analysis Problem Posing
Alternative Character Marketing
Provocation of the
powerful second
movers
Source : the Korea Expressway
Corporation ‘그대로’
This is because about 40~60won
can be saved by oil joint buying
through the joint bid with public
organization such as Korea
National Oil Corporation and
Nonghyup. And 20~30won can be
saved by installing and managing of
self lubricator!
02 Problem Posing
Aggressive marketing from other companies
GS Caltex + BC
Card
Situation Analysis Problem Posing
Alternative Character Marketing
SK Energy special
right event
Customer-centered
Hyundai Oil
150won discount per 1 liter for maximum
GS Caltex
Collaborate with
BC Card
decreasing price
SK Energy
'3000 point special right'
continuing for 4 years
As a viewpoint of the
customers, to improve
the service and
environment of the gas
station, managing an
customer advisory
panel including online
supporters, membership
monitoring agent
Above these, there are marketing for diverse bonus card
02
Problem Posing
Still, oil refining is low-involving product!
52.4%
Location close 38.7%
Washing facilities 30.9%
Source : 소비자10명중7명“저유가계속되면자동차살것“,
유희곤기자, 비즈n라이프
3.5
3.2
3.4
Customers
8.9
Lots of benefits 60%
Location easy
Still
1.1
standard of choosing gas
station
Low price 78%
Situation Analysis Problem Posing
Alternative Character Marketing
Price
9.1
location
53.4
17.2
Source : 에너지경제연구원, 소비자의 주유소
구매행태 설문조사(2010.8)
Go to station
Which is
Cheap and
Close!
Let’s break the custom!
03
Alternative
What is the marketing that breaks the custom? Situation Analysis Problem Posing
Alternative Character Marketing
standard of
choosing gas
station
Low price 78%
Lots of benefits 60%
Location (Easy) 52.4%
Close 38.7%
Washing facilities 30.9%
출처 : 소비자 10명중 7명 “저유가 계속되면 자동차
살 것“, 유희곤 기자, 비즈n라이프
Make it
Want to
going
Gas station
Competition in oil price is already full… Use other elements to
attract the customers
03
Alternative
The Powerful Weapon We Have
Situation Analysis Problem Posing
Alternative Character Marketing
Ace card ＂구도일”
We have
“구도일”
Well established characterimagethanothercompanies and
familiarity thatcanappealtocustomersarestrongpoints
Indeed,afterthebirthof구도일in2012,TOMVolumehas
beenincreased rapidly
03
Alternative
Then, who is our target?
Our main target is Kids!
Situation Analysis Problem Posing
Alternative Character Marketing
Our main customer target is
Parents who have children!
Exactly,
Grabbing both parents’
“start point“ of Mobius
strip
and children’s mind
is Purpose!
03
Alternative
Why are Kids the Target?
Love characters
Situation Analysis Problem Posing
Alternative Character Marketing
Love playing
뽀로로,whichiscaledas뽀통령,gainedgreat
popularityfromchildren.
Existingpopularchildren’splayingcultureis‘
KidsCafe’
Theeconomiceffectledto5trilionand700bilion
wonand
Thevalueofthebrandcalculatedas80bilionwon
Forthis parents’needs
Theindustriesofconstructionand marketare 아
preparingthespaceforthechildren.
Important role for families’ buying
Easy for making image about brand
Thoughttheincomelevelisgrowing,
theaverage numberofchildrenperfamilyisdecreasing!
Childhoodconsumingforminfluences whenthey
growup.
Theyhavemorewealthtoinvestigateinwhatthechildren
wantfor!
Actualy, childreninfluencethedecisionoffamilyalot.
Alsointhisperiod,
makinggoodimageofthebrand
is easierthanpersuadingtheadultcustomers.
04
Character Marketing
Present Situation Analysis
Situation Analysis Problem Posing
Alternative Character Marketing
What is Character
Marketing?
Character marketing is the marketing activity that is for
promoting the industry and the brand by using character
that is recognized to the customers.
Character marketing ,based on the character’s familiarity and
feature , firstly is for attracting the good feelings from the character
presenting the industry, and finally is for attracting the good
feelings for the whole industry.
04
Character Marketing
Present Situation Analysis1
Let me introduce
you 구도일.
Situation Analysis Problem Posing
Alternative Character Marketing
Meet 구도일.
Personification fromtakingpronunciation ofGood-Oil
HecamefromMiddleEastbygoingoverthedesert
andseawithonlythoughtforbeinggoodoiltoSeoul.
Application,screen saver, emoticon,andetc.the
customers canmeethimbyvarious online tools.
04
Character Marketing
Refueling Play with 구도일
Situation Analysis Problem Posing
Alternative Character Marketing
구도일과 함께하는 주유놀이
STEP1
SelectingKidsSpecialgasstation,
Temporarilydotestoperation.
Placewil berestareaofvacation
Apartmentareawhichhashighchildpopulation
ㅎㅇㄴㄻ
Orinstitutesstreet.
Fromtheentrytothemachine,
Everythingwil bedecorated withchild-familiarenvironment.
*Refuelingisself.
04
Character Marketing
Refueling Play with 구도일
Situation Analysis Problem Posing
Alternative Character Marketing
STEP2
Graftthe구도일charactertothe
refueling machine
STEP 3
Whenrefueling starts,
‘Iamgoodoil구도일.
Let’sstartrefueling!’’
Whenrefueling ends,
‘Seeyousoonbuddy’
구도일will speak likethese.
04
Character Marketing
Refueling Play with 구도일
Situation Analysis Problem Posing
Alternative Character Marketing
STEP4
Afterrefueling, theemployerwearing구도일dollmask
Provides the 구도일GOODSasfollowing theprice.
Ex)summer-구도일watergun winter-hatpack doll,figure
STEP5
Preparing 구도일Photozone,
Ifachilddotheself refueling,
Provide theopportunitytotakepicturewith구
도일
04
Character Marketing
Trifle Effect! Kids Cafe!
Situation Analysis Problem Posing
Alternative Character Marketing
Mom and Dad,
let’s go to the 구도일’s
STEP1
ManagetheKids Caféin theKidsspecial gasstation.
This isforonlycustomers ofthegasstation,
Andthisprovides restfortheparents andjoyforthe
childrean
04
Character Marketing
Trifle Effect! Kids Cafe!
Situation Analysis Problem Posing
Alternative Character Marketing
STEP2
Formorevisitors, thereis noextrafee, butin caseof
adult,theyshouldorderonedrink perperson
*Forthechildren whoenter there,provide thekey
ring of구도일
STEP 3
Formaking themtovisit again, issue the
membershipcard,andgivethem구도일
smartphonecasewhentheyvisitfivetimes
andgivethembigsize 구도일dollwhen they
visit tentimes
04
Character Marketing
Trifle Effect! Kids Cafe!
Situation Analysis Problem Posing
Alternative Character Marketing
STEP4
InKidsCafé,
Prepare forthevarious 구도일dollsandrides,
andfacilities forwatching구도일animation
STEP4
Installing CCTV,checkingthesafetyofthechildren
andprovidetheroomforparents torest.
*Allowing outsidefoodParents canbringtheir
ownfood
04
Character Marketing
Present Situation Analysis3
Situation Analysis Problem Posing
Alternative Character Marketing
Like that the child, who was riding in a car with father, grows and drives
a car, and that adult gives birth again and makes new home,
the Character Marketing of S – OIL will be circulated constantly,
like a Mobius strip
2015 S-OIL Brand Award
Thank you!