Welcome Milestone 2, Marketing Mix Analysis. There will be four components. A, Product analysis. B, Promotion analysis. C, Price analysis. And finally, D, Place analysis, so let's get started. Okay, so this is just a recap of what a product is and I have emphasized that throughout, and also Professor Choi. A product is multi-dimensional, that it has a tangible dimension, but it also has an intangible dimension. So the tangible dimension may speak of the more physical aspects of a product which we respond to in a more rational way. There are also intangible aspects of a product. A lot of them related to services and consumers relate to them in much more of a emotional way. And so the scoring tip for you, when you analyze your product, is to make sure that you have a balance between what's tangible and intangible. And this is a key scoring tip. Make sure that they are aligned with your vision and strategy. I remind you that VSA is about vision, strategy, and action. And the three have to be aligned, have to be aligned. So this will be true for not only product, but also for your price, your promotion, as well as for your place. Okay, so looking at Yuhan Kimberly, I think it's fairly straight forward. What the tangible aspect of the product were. It's a very functional in terms of it having to be a very tight fitting. We're talking about diaper and the same would be true for feminine napkins as well. It does have to have that functional performance and conformance quality but as we saw in the case of both the baby diapers, Huggies and for their feminine napkins "White." They do care at a very Noon Nopi level about the comfort of the user. And so that was quite different and also when you look at the products they were more customized to the local user. So I think there is this collective sense of maybe even nationalism, if I dare say that. These products were made for us. So I think there's a great pride even though Yuhan-Kimberly is a joint venture. Nonetheless, these products are special. Just made for the local users. So that certainly is an intangible factor. Which I think contributed to the success of Yuhan Kimberly. Okay, let's talk about Promotion, and promotion is about the five W's. Who. [LAUGH] Three, What. To Whom, Which Channel, And What Effect. So who talks about the sponsor? What talks about the message? Who talks about who the target is, and which talks about the media used, and finally what effect talks about the initial objective or at the end of the day, what the overall results were? And so the the scoring tip here would be for you to include as many W's as possible. I know that in some promotion analyses, one of the W may not be in play, but still try your best to include as many W's as you possibly can. Okay so let's look at an ad from Yuhan-Kimberly and this is in the case. And so in this ad, especially when compared to the ad from the competitor, for Whisper, it is a very different kind of ad. There's no in your face, over the top kind of emphasis on the functional benefits of using a feminine napkin. I think for Korean learners I may ask you, who is that unknown actress use in this commercial? And the answer is Kim Tae-hee. Who was unknown, who was just a college student back then at Seoul National University. But who later went on to become one of the most famous actresses in all of Korea. So that's wasn't, certainly, what they had in mind, but nonetheless. So that's just one trivia about this ad. Okay, so in terms of the five W's, Who, is of course not only Yuhan-Kimberly but White which is at the end of the ad. So that is prominently in the ad. So we can check off that, unless they achieve that. What is the Why? Again compared to their competitor, they're emphasizing that it's soft, that it's clean, and that's what "White" I think conveys. And it's very subtle, as compared to the in your face over the top kind of messaging. From their competitor, the Noon Nopi is being matched because, I think, it also relates to who the user is, who the target is. Targets are young women, many who haven't used these products before but are using it. So it's something that has to be discreet because maybe they're uncomfortable talking about it. So the messaging is again, at that Noon Nopi level matching of the more discreet nature of what they want from that product. The Which of course was television, but it doesn't have to be just television, but I think that subtleness was conveyed better through that medium. And finally in terms of what effect, they were able to achieve high sales stemming from this dual combination of it being both very high function as well as high emotion. Again it resonates not only here but also more importantly for these targets there.
