Published on January 15, 2014
Repositioning of Seoul Combination of Young & Old attracting European Sssssssssss Yyyyyyyyy Jjjjjjjjjjj yyyyyyyyi Seoul City Marketing
‘Combination of Young & Old’ attracting European Seoul City Marketing
Contents Introduction - Seoul city marketing - Main issues & problems STP - Segmentation - Targeting - Positioning SWOT Suggestion - Step 1 - Step 2 Additional contents
Introduction What is City Marketing? to Creating Delivering Communicating The Value of the City <Building Customer Relationship> <Product> Tourists Business people (Potential) Immigrants <City-buyers> The competition is about Adding value & Selling it with Differentiated & Unique identity.
Strategic City Marketing Definition: Making a Positioning with Competitive Advantage and Differentiation Objective: Increase of Awareness & Satisfaction related to the city (brand) Product: ①Core Product: Image & attraction ②Tourism, Culture, Service, SOC and Infrastructure, etc. Vision Analysis of… Situation Analysis Goal & Strategy Marketing Planning Execution
In case of Seoul... <Various & Plentiful Tourists Attractions> In Case of Seoul
Current target Asian Top 4 years 1.8 million increase Report by AC Nielson 3 Want to visit 10 th Ranking of City competitiveness
Segmentation 5 Continent Europe Asia America Africa Oceania 6 group of Age 3 Purpose 2 Sex 0~20 21~30 Tourism 31~40 41~50 51~60 Over 60 Business Residents
Targeting 2011 54.6% Europe Half of foreign tourist all over the world 51% 2015 proportion of tourist from Western Europe is 41.6% and 37.2% of the total tourist. If we add Eastern, European tourists are 54.6% and 51% of the total tourist.
Population In CIA ‘The world Factbook’, Europe major countries population ranking is 16th Germany(81mil), 21st France(65mil), 22nd UK(63mil), 23rd Italy(61mil). Their population is 1.5 times bigger than Korea. High Income At the data of International Monetary Fund, Europe have relatively high income levels. top 10 there was 5 Europe countries (Luxembourg, Norway, Denmark, Sweden, Switzerland, Austria, and Finland) top 11 to 20 there was 6 countries (Netherlands, Belgium, Germany, France, and UK) Adding Italy was 23rd Spain was 26th Korea GDP ranking is 34th. Low Working Hour Compare to their income working hours of European was low. At OECD Korea working hour was 1st 2193 hours, Japan 14th 1733 hours. Compare to this UK was 23rd which is 1647 hours, Germany 28th(1419 hours), Netherlands 1377hours. We can carefully argue that European have more leisure time. Big Purchasing Power At a glance, we can see Asian countries are back and Europe countries are relatively in the front
Tourist Receipts by Country (forecast) Korea inbound Ratio European Tourist Spend More Money compare to Asian tourists France(2.08), Germany(2.19), UK(2.47) Similar or higher Japan(2.07) more than 2~3times bigger than China(1.05), Philippines(0.82) Arrivals by Country of origin (forecast) Korea inbound Comparative Price Level by OECD 150 100 50 0
But… 2012 ¼ European visitors are only 6.5% of total arrivals in Korea. 2010 visitor arrivals from Europe is 4.22% 2015 forecast European visitors are 3.99%
Tourism 85.6% of Germany 88.7% of British 88.2% of France tourist Travel for the leisure purpose 2015 forecast data of GMID 64.6% of European tourist visit Korea by the purpose of tourism
Before Positioning Current Situation List of Cities in Asia 1. China : Beijing, Sanghai, Chungqing 2. Japan : Tokyo, Osaka, Kyoto 3. Tailland : Bang kok, Chiang mai 4. Singapore 5. Mongolia : Ulan Baator 6. Hong Kong 7. Myanmar : Yang Gon, Mandalay 8. Laos : Vientiance, Luang Prabang 9. Viet nam : Ha noi, Ho chi min 10. Indonesia : Jakarta 11. India : Dehli 12. Pakistan : Islamabaad Excluded Asia top 3 tourist city Hong Kong, Kyoto, and Bang kok
1 2 3 4 5 First was the selection of capitals which represents the country Second selected concentrate tourism resources cities which means the travel attractions are gather in one city Third Market value is similar to Korea Fourth we selected cities which have similar national brand power Fifth we chose close city to Korea Main competitor Beijing Tokyo Seoul have majority of infrastructure and Visitors. Compare to other competing cities we decided to conclude that there is no domestic competitors.
New positioning strategy will be discussed at the ‘suggestion’ part
Seoul SWOT Analysis Strengths Weaknesses · Combination of Tradition & Modernity · Lack of distinctive image & symbol · Lack of distinctive landmark · Communication difficulty •A lot of traditional heritages within the city ·Shopping district •Not fully utilizing Han river as the major as the tourist attraction •Natural Surroundings ·Well established infrastructure ( subway & bus system) Relatively low price level •Not fully utilizing historical places as the major tourist attractions· · Opportunities · Advancement in IT technology development in digital contents. Threats that •Well established infrastructure for tourists •Korean wave in Europe facilitates the · Increase in competition between other capital city of Northeast Asia •Economic recession in Europe
Step 1 W-T: Positioning Goal: Combination of Young & Old : Dynamic city (City that never sleeps) Create Landmark that reflects the position -Old: Palace -Young: Night life Step 2 S-O: Increase awareness and attract European travelers -Cross city marketing -Day of tourism
Positioning-Create Landmark-Tradition Royal palace as one of the best tourist attractions for foreign visitors =>To give image of the tradition, set royal palace as the major land mark of Seoul => Geong bok gung( palace blessed by heaven) can be good example : Designated as UNESCO heritage : scientific architecture, colorful design
Dynamic city-City that never sleeps Dongdaemoon market Shopping town N-Seoul Tower Seoul Norangjin fish market Han River Banpodaegyo-Moonlight Rainbow Fountain
Increase Awareness : Cross city marketing Cross city marketing with representative European city Tokyo London Washington Seoul City brand value 668.8 399.4 196.4 126.9 GDP/City brand value 78.7 93.5 69..0 61 City brand value/Seoul’s city brand value 527.1 314.7 157.3 100.0 Increase from previous year(%) 16.6 9.5 5.8 London, Paris is good example with high city brand value The number of tourists from Europe will increase in the future
Increase Awareness Cross city marketing Advertise Seoul in billboards of main street at London & Paris Advertise Seoul at major bus station or sub way station Provide airline discount to Europeans who visit Seoul
Day of tourism Combination with a festival locations who normally can not be visited can be prices of attractions are lower
Advantages Standing out as city (especially in Asia) Increase in media coverage Event that can be center of campaigns and conferences
Disadvantages Easy to copy High costs Collaboration of related industries to the tourism industry is needed Possible disruption of the citizens daily life Government has to give back up (some sightseeing locations are country owned)
Q A &
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