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Seoul City Marketing
2. Combination of Young & Old attracting European Seoul City
Marketing 3. Contents Introduction - Seoul city marketing - Main
issues & problems STP - Segmentation - Targeting - Positioning
SWOT Suggestion - Step 1 - Step 2 Additional contents 4.
Introduction 5. Introduction 6. IntroductionWhat is City Marketing?
toCreating Delivering CommunicatingThe Value of the CityTourists
Business people (Potential) ImmigrantsThe competition is
aboutAdding value & Selling it withDifferentiated & Unique
identity. 7. Strategic City Marketing Definition: Making a
Positioning with Competitive Advantage and Differentiation
Objective: Increase of Awareness & Satisfaction related to the
city (brand) Product: Core Product: Image & attraction Tourism,
Culture, Service, SOC and Infrastructure, etc.Vision Analysis of
Situation AnalysisGoal & Strategy Marketing PlanningExecution
8. In case of Seoul...In Case of Seoul 9. STP 10. Current
targetAsianTop4years 1.8 million increaseReport by AC Nielson3Want
to visit10thRanking of City competitiveness 11. Segmentation
5ContinentEurope Asia AmericaAfrica Oceania6 group ofAge3 Purpose2
Sex0~20 21~30 Tourism 31~40 41~50 51~60 Over 60BusinessResidents
12. Targeting201154.6%Europe Half of foreign tourist all over the
world51%2015proportion 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. 13. PopulationIn 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
IncomeAt 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 HourCompare 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
PowerAt a glance, we can see Asian countries are back and Europe
countries are relatively in the front 14. Tourist Receipts by
Country (forecast) Korea inboundRatio 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 inboundComparative Price Level by OECD 150 100 50
0 15. But2012 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% 16. Tourism85.6% of Germany 88.7% of
British 88.2% of France tourist Travel for the leisure purpose 2015
forecast data of GMID64.6% of European tourist visit Korea by the
purpose of tourism 17. Before PositioningCurrent 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 :
IslamabaadExcluded Asia top 3 tourist city Hong Kong, Kyoto, and
Bang kok 18. 1 2 3 4 5First 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 KoreaMain competitorBeijing TokyoSeoul have majority of
infrastructure and Visitors. Compare to other competing cities we
decided to conclude that there is no domestic competitors. 19. New
positioning strategy will be discussed at the suggestion part 20.
SWOT Suggestion 21. Seoul SWOT AnalysisStrengthsWeaknesses
Combination of Tradition & Modernity Lack of distinctive image
& symbol Lack of distinctive landmark Communication difficultyA
lot of traditional heritages within the city Shopping districtNot
fully utilizing Han river as the major as the tourist
attractionNatural Surroundings Well established infrastructure (
subway & bus system) Relatively low price levelNot fully
utilizing historical places as the major tourist attractions
Opportunities Advancement in IT technology development in digital
contents.Threats thatWell established infrastructure for tourists
Korean wave in Europefacilitatesthe Increase in competition between
other capital city of Northeast Asia Economic recession in Europe
22. Step1 W-T: PositioningGoal: Combination of Young & Old :
Dynamic city (City that never sleeps)Create Landmark that reflects
the position -Old: Palace -Young: Night lifeStep2 S-O: Increase
awareness and attract European travelers -Cross city marketing -Day
of tourism 23. Positioning-Create Landmark-TraditionRoyal 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 24. Dynamic city-City that never
sleepsDongdaemoon market Shopping townN-Seoul Tower Seoul Norangjin
fish marketHan RiverBanpodaegyo-Moonlight Rainbow Fountain 25.
Increase Awareness : Cross city marketingCross city marketing with
representative European city TokyoLondonWashingtonSeoulCity brand
value668.8399.4196.4126.9GDP/City brand value78.793.569..061City
brand value/Seouls city brand value527.1314.7157.3100.0Increase
from previous year(%)16.69.55.8London, Paris is good example with
high city brand valueThe number of tourists from Europe will
increase in the future 26. Increase AwarenessCross city
marketingAdvertise Seoul in billboards of main street at London
& ParisAdvertise Seoul at major bus station or sub way
stationProvide airline discount to Europeans who visit Seoul 27.
Day of tourismCombination with a festivallocations who normally can
not be visited can beprices of attractions are lower 28.
AdvantagesStanding out as city (especially in Asia) Increase in
media coverage Event that can be center of campaigns and
conferences 29. 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) 30. Q A &
