Developing an Overseas Marketing Mix

for Korean HMR: The Cup

GAC022 AE3 Yea-won Kim

Contents1. The Cup

• What is The Cup?• SWOT analysis

2. Comparison: Brazil & Russia• 5D of national culture• Marketing Mix

3. Customer Profiles

4. Conclusion

Q&A

What is The Cup?

1. Korean fusion food brandKorean rice + Exotic toppings

3. Home Meal ReplacementThe Cup Mini, Café and Standard

2. Health-oriented company• Fresh organic ingredients• No Monosodium Glutamate (MSG)• Food hygiene

4. Multiple/specialized menus

Bulgogi rice

Spicy Hamuljjim Rice

Steamed Squash & Rice with Tomato Cheese

Korean Food ( 한식 )

Healthier food ! = Formal/heavy food ?

Convenient food

/

SWOT analysis for The Cup

Strengths Weaknesses

Convenience. Freshness and hygiene. Health-oriented. Stylish brand image. High nutrients.

Low brand loyalty. New player (Only 2 years old). Low experience.

Opportunities Threats

Hallyu. Globalization of Korea food. Increase of health-conscious

consumers. Brazilian prefers light rice food. Easy recipe to learn.

Target market’s main dish. Other fast food companies dominate

market. Unstable supplies of raw materials.

Comparison: Brazil & Russia- Five Dimension of National Culture

Comparison: Brazil & Russia- Marketing Mixes

Product

• The Cup Mini• The Cup

Café

Place

• Sao Paulo• Rio de

Janeiro

Price

• S: BRL 20 ($9.14)

• L: BRL 24 ($10.96)

Promotion

• Investigation by Armazém do Café

• Implementing SNS

Product

• The Cup Mini• The Cup

Standard

Place

• Moscow

Price

• S: RUB 195 ($6.13)

• L: RUB 230 ($7.23)

Promotion

• Implementing SNS

Consumer Profiles

• Brazil– Approx. 200 million of population– Young country– Purchasing power: Southeast of Brazil

• Russia– The largest population: Moscow– Conscious with price– Health-conscious eating trend– Rapid expansion of fast-food industries

Conclusion

Product

• The Cup Mini

• The Cup Café

Place

• Rio de Janeiro

Price

• S: BRL 20 ($9.14)

• L: BRL 24 ($10.96)

Promotion

• TV commercial

• Making SNS

Enactus

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Thank you