코카콜라 온라인 마케팅

The reliable partner for e-Marketing! Interactive Agency, Drimone http://www.drimone.co.kr

Drimone Communications2000.12.11

온라인 마케팅 성공사례온라인 마케팅 성공사례- - 한국 코카콜라한국 코카콜라 --


목차목차

Drimone Communications at a glanceDrimone Communications at a glance

한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview

Mission & StrategiesMission & Strategies

TargetingTargeting

Web SitesWeb Sites

On-Line CampaignsOn-Line Campaigns

ResultsResults

Coca Cola e-Marketing Success Factor Coca Cola e-Marketing Success Factor

목차목차

0.0.

I. I.

II. II.

III. III.

IV. IV.

V. V.

VI. VI.

VII.VII.


0. Drimone Communications at a glance0. Drimone Communications at a glance

Drimone Communications Co, Ltd.

Services : Interactive Agency Services including e-Marketing Strategy & Solutions, On-Line

Campaigns, Web sites building, Web SI, etc.

Foundation : 1996.10

Revenue

1999 년 : 40 억 , 2000 년 : 100 억

employee : 88

Major Clients

한국 코카콜라 , 기아자동차 . 라이코스 코리아 , 월트 디즈니 , 맥도날드 , 삼성물산 주택개발 부문 ,

대우증권 , 인터파크 . SK 텔레콤 , 한국 외환은행 , 유니텔 , 한국통신 , 넷츠고 . SK 텔링크 ,

삼성테크윈 , 메가박스 , 질레트 코리아 , 구스닥 , 로레알 , 웨피 , 라코스떼 등

Drimone, the Reliable e-Marketing Partner Drimone, the Reliable e-Marketing Partner


코카콜라 코카콜라 e-Marketing Overviewe-Marketing Overview

I. I. 한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview

Marketing strategies & On-Line CampaignsMarketing strategies & On-Line Campaigns

Web Site Building & Web Site Building & Campaign CreativeCampaign Creative

Web DB & System Web DB & System Integration & SolutionsIntegration & Solutions

e-MarketingStrategy

Online

System Marketing

Digital Creative

WebTechnology

Client : Coca-Cola KoreaClient : Coca-Cola Korea

Agency : Drimone Comm.Agency : Drimone Comm.

Duration : 2000.4 ~ 2000.12Duration : 2000.4 ~ 2000.12


코카콜라 코카콜라 e-Marketing Road MAPe-Marketing Road MAP

I. I. 한국 코카콜라 한국 코카콜라 e-Marketing Overviewe-Marketing Overview

CRM, Consumer DB Maintenance CRM, Consumer DB Maintenance Membership ServicesMembership ServicesMarketing AnalysisMarketing Analysis

Brands SiteBrands SiteTarget focusedTarget focused

Site Develop with ContentsSite Develop with Contents

StarStartt

StarStartt

Enforce Online Enforce Online PromotionPromotion

Promotion with MKT Promotion with MKT StrategiesStrategies

Coca-Cola Community Build-upCoca-Cola Community Build-upClub, BBS(Bulletin Board System)Club, BBS(Bulletin Board System)

Brand Equity Build-upBrand Equity Build-upDaily Visitor => Daily DrinkerDaily Visitor => Daily Drinker

Royal MemberRoyal Member

Marketing Focused Step

Enforce Web ServiceEnforce Web ServiceInformation/ CPInformation/ CP

(BBS, Entertainment,Chat, (BBS, Entertainment,Chat, Game, Game,

Messaging, Music, Movie. Etc..)Messaging, Music, Movie. Etc..)

Sales related Promo.Sales related Promo.Purchase related.Purchase related.Mileage System.Mileage System.

Media focused Step

1. 고객과 코카콜라와의 효율적인 Communication Media 확보2. 고객만족 실현을 위한 Media Service 제공3. On-Line Marketing 을 통한 New Market Place 창출4. On-Line Media 확대에 따른 Promotion 강화

1. 고객과 코카콜라와의 효율적인 Communication Media 확보2. 고객만족 실현을 위한 Media Service 제공3. On-Line Marketing 을 통한 New Market Place 창출4. On-Line Media 확대에 따른 Promotion 강화

RESULTS


II. Mission & StrategiesII. Mission & Strategies

MissionMission

Target Audience CommunicationTarget Audience Communication 을 통해 을 통해 Coca-ColaCoca-Cola ProductsProducts 의 의 Netizen Brand Netizen Brand 로서의 로서의 인지도 확산인지도 확산과 과 Identity Identity 수립수립

Interactive mediaInteractive media 의 특성을 살린 지속적이고 특색 있는 의 특성을 살린 지속적이고 특색 있는 CommunicationCommunication 으로 으로 소비증대를 간접 지원소비증대를 간접 지원

TV, TV, 라디오와 같은 라디오와 같은 44 대 매체의 보조적 역할과 함께 대 매체의 보조적 역할과 함께 고객 접점 창구로서의 고객 접점 창구로서의 Synergy Synergy 효과 극대화효과 극대화


Main StrategiesMain Strategies

– Website Building소비자와 우호적 관계형성소비자와의 지속적인 커뮤니케이션의 장

– On-Line Advertising 코카ㆍ콜라 의 Netizen Brand Positioning

Coke Website 의 지속적 방문 동기 부여 (Web Site Traffic 증대 )

– On-line promotionCoca-Cola Market activity 를 지원Internet 을 통해 혁신적 소비증대 promotion program 전개

– Property useMarket Research 도구로 활용Targeted audience 와의 Communication 을 위한 CRM 도구로 활용

II. Mission & StrategiesII. Mission & Strategies


Target AudienceTarget Audience

III. TargetingIII. Targeting

Internet User Size , Penetration & Profile – Penetration rate

21.4

15.6

4.4

1.1

0.1

4.3

56.0

27.1

12.2

0.2

2

4

6

12

25

24

27

36.3

63.7%

InternetUser ratio

20.3

21.9

9.6

3.1

1.0

2.3

36.6

43.0

14.3

2.9

8.8

11.2

14.8

15.2

14.9

15.2

19.9

49.1

50.9%

census

105$1350 -$1800

71$900~$1350

35Under $450By In

com

e

10No Response

187Graduate School

153High school

26Over 4 5

234 0 ~ 4 4

413 5 ~ 3 9

136Under 19

By a

ge

1582 1 ~ 2 4

1682 5 ~ 2 9

793 0 ~ 3 4

7ElementaryBy S

ch

ool C

are

er

85Middle School

63High school

46$450 ~ $900

74

125

Index*

Female

Malegen

der

A respondent character

0.3

0.0

7.3

12.0

8.3

8.6

25.7

2.6

3.2

3.4

16.3

0.2

1.6

8.7

2.2

18.5

9.4

5.0

12.2%

census

0.2

0.0

6.4

26.5

13.0

11.8

6.3

0.9

2.1

2.9

22.6

0.2

2.8

4.1

0.1

21.2

14.4

6.4

15.4%

InternetUser ratio

5Agriculture/forestry

By O

ccu

patio

n

47an independent enterprise

175specialist

100Management staff

139Office worker

85Technician

66Sales

35manufacturer

25Housewife

137Middle School

157High School

220University/Graduate

88unemployed

100others

By In

com

e

A respondent character

No response

No response

Over $ 2700

$2300~$2700

$1800 - $2300

67

115

153

128

126

Index

*If Index (= Internet user ratio/census ratio) is over 100,*If Index (= Internet user ratio/census ratio) is over 100,it means Internet diffusion standard is higher than other groupsit means Internet diffusion standard is higher than other groups


III. TargetingIII. Targeting

Target AudienceTarget Audience

Net Users: Young adults & Teens (above 50% of total)

Internet is 20’ skewed medium

49% of Internet users are 20’

58% of total 20’ population use Internet

20% of Internet users are 10’

49% of total 10’ population use Internet

over 40's5%

30~3413%

35~396% under 20's

27%

20~2424%

25~2925%


What What www.cocacola.co.kr provides?

IV. IV. 코카콜라 코카콜라 Web sitesWeb sites

Company/Product Information

• Coke Website news• Membership Registration• TVC/ Radio CM Download(TBD)• Topic sharing

Direct Communication

• Letter to operator• Chatting(service in Coke Buddy)• Coke People – BBS for members

On-linePromotion

• On-line promotion• Off-line promotion - Channel• Media Research • Other brand site• Co-operation site

Website Building소비자와 우호적 관계형성소비자와의 지속적인 커뮤니케이션의

장


Web sites OverviewWeb sites Overview


To continuously and consistently

connect with consumers in a

variety of environments

by delivering brand messages

that are relevant to the

environment and relevant to the

consumer mindset within that

Environment.

Made up with FLASH TOOL to

give more attractive and enjoyable.

Menu bar to help Users understanding to explore the site.


Major Website solutionsMajor Website solutions


1. Bulletin Board system (Coke online)

CCKC’s Online News & Promotion News, Bulletin Board System of Coke and Fanta in that user can write in, Movie Shop we open every month, and Auction

2. Point & Ranking (E@Coke)

We show up about E@Coke, how to get, use and inquiry.

In inquiry page, member can get information where and how he or she get and use point(E@Coke).


Major Web site solutionsMajor Web site solutions


3. Instant Communication Tool (Coke Buddy)

Coke Buddy is a instant messenger program such as the AOL messenger

-Send instant messages.-Share photos, pictures and sounds.-Chat with friends and family or people with similar interests.-Stay on top of the news and stocks.

4. Games (Coke Game)

For attraction, CCKC offers user some Games.User can get e@coke when finishing game.Coke Puzzle game and Coke pair game is now available


Major Web site solutionsMajor Web site solutions


5. e-Greetings (Coke E@Card)

For attraction, CCKC offers user some Cards for Congratulations, Birthday, Thanks.

User can send coke e-Card to friends, family …

6. Auction (Coke Auction)

For attraction and using E@coke, CCKC open Coke Auction.

4 Type of Coke Auction- Premium Auction- Economy Auction- UP&DOWN Auction- A wait and see Auction


V. On-Line campaignsV. On-Line campaigns

On-Line Campaign ProcessOn-Line Campaign Process On-Line Advertising

코카ㆍ콜라 의 Netizen Brand Positioning. Coke Website 의 지속적 방문 동기 부여 . (Web Site Traffic 증대 )

PlanningPlanning

BuyingBuying ImplementationImplementation

• Creative brief to agency• Creative development• Creative confirm• Copy rotation plan

• Understand Brand Strategy• Develop Communication strategy• Agency Brief• Review annual/monthly media plan

• Buying Brief to Agency• Buying Plan review • Buying Plan Confirm• Buying Negotiation• Buying Results

EvaluationEvaluation

• Weekly Performance Tracking(occasionally)

• Monthly Performance Result Report • Annual Agency Evaluation


On-Line Campaign Media Optimization On-Line Campaign Media Optimization MethodologyMethodology


RelativeRelativeClick-ThroughClick-ThroughRateRate

NegotiatesNegotiatesWith sitesWith sites

OptimizeOptimizesitessites

OptimizeOptimizeBannerBanner

RefineRefine

ContinuedContinuedOptimizationOptimization

AnalyzeAnalyzeDataData

ReviewReviewResultResult

OptimizeOptimize

CampaignCampaignBeginsBegins

Week 2Week 2 Week 4Week 4 Week 6Week 6 Week 8Week 8



Campaign ObjectivesCampaign Objectives

1.1. Site TrafficSite Traffic 증대증대 // 고객고객 DBDB 확보확보

2. Off & On-Line 2. Off & On-Line Promotion SupportPromotion Support

Netizen Brand PositioningNetizen Brand Positioning


VI. ResultsVI. Results

On-Line Campaign ResultsOn-Line Campaign Results

Campaign BeginsCampaign Begins

- April- AprilImpressions : 67,040,438Impressions : 67,040,438CTR : 0.56CTR : 0.56

- May- MayImpressions : 1,373,933,327Impressions : 1,373,933,327CTR : 0.81CTR : 0.81

-JuneJuneImpressions : 139,097,781Impressions : 139,097,781CTR : 0.98CTR : 0.98


On-Line Campaign ResultsOn-Line Campaign Results


.. .. .. .. ..

-NovemberNovemberImpressions : 38,607,573Impressions : 38,607,573CTR : 1.67CTR : 1.67

3030 여 개의 미디어에서여 개의 미디어에서Optimized media : 4Optimized media : 4

Total Impression : Total Impression : 2,396,091,7122,396,091,712Average CTR : 1.12Average CTR : 1.12


Web Site Results (12Web Site Results (12 월 월 44 일 현재일 현재 ))


Traffic

전세계 Coca-Cola web site 중 Traffic 1 위

Alexa ranking : www.cocacola.co.kr 5,523 위

www.cocacola.com 6,575 위

www.cocacola.co.jp ……. 위

Site membership 80 만 5 천명

Page views per day 70 만 ~100 만 Page views/day

Visitors per day 9~12 만 Visitors/day


Success factorSuccess factor

VII. Coca Cola e-Marketing Success factorVII. Coca Cola e-Marketing Success factor

한국 한국 Coca ColaCoca Cola 의 의 Interactive MediaInteractive Media 의 필요성에 대한 인식과의 필요성에 대한 인식과 기존매체와의 적절한 홍보예산 배분기존매체와의 적절한 홍보예산 배분

Target Audience CommunicationTarget Audience Communication 을 위한 온라인 통합 을 위한 온라인 통합 마케팅 실시 마케팅 실시

장기적 관점에서의 체계적인 장기적 관점에서의 체계적인 Target-oriented Ad CampaignTarget-oriented Ad Campaign 의 의 실시와 효율적인 고객관리실시와 효율적인 고객관리

Interactive mediaInteractive media 와 기존 매체와의 와 기존 매체와의 Synergy Synergy 효과 극대화효과 극대화


발표를 허락해 주신 코카콜라측과 발표를 허락해 주신 코카콜라측과 경청해주신 여러분께 감사 드립니다경청해주신 여러분께 감사 드립니다 ..

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