1. 2001. 10. 29 Communication Prescription for Sales Revitalization

2. We Are Not Doctors 3. We Are Communication Doctors 4. Successful Cases by Welcomm 5. Surgery in 1996 1 ! 6. Plastic Surgery in 1999 22 , M/S 6 7. Delivery in 2001 2001 6 8. ? 9. Symptoms of Nizoral 10. Symptom Market Trend 95 Sales , 91 92 93 94 95 96 97 98 99 00 01 15 35 60 87 92 76 68 53 80 62 94 409 431 430 440 460 500 ( ) 370 ( ) 11. Symptom Nizoral (*2001.10 Welcomm F.G.I.)

100ml 10,000

Price

Place

Package *

,

Product * 12. Symptom Competitors (*2001.10 Welcomm F.G.I.)

Place

600ml 5,000

Price

,

Product *

Package * 13. Symptom Consumers

:

:30

:2001 10 23 ~ 24

:Welcomm F.G.I.

( 1) ( 2) 14. Q1. ? 2 . ( )

15. Q2. ? ,

,

16. Q3. ? ,

,

-

17. Q4. , Flow + -> / -> -> -> / 98 3.6 2.1 0.4 1.1 7.2 11.1 1.4 12.5 80.3 99 6.1 3.6 0.4 1 10.1 5.0 6.4 11.4 78.6 2000 3.6 1.1 1.1 - 5.8 6.1 4.3 10.4 83.9 2001 1.4 - 1.5 0.4 3.3 6.1 5.7 11.8 85.0 Product Category 280 Nizoral Annual Tracking 1998~2001 18. Summary

,

?

<

!

<

(

1 )

< 19. Diagnosis for Nizoral 20. Diagnosis 1995 Virus , 21. Diagnosis Leadership Identity 1 2 3 22. Check Point Before Prescription 23. Check Point ? No ,120 ) 10.1% - LG 1999 40 60 ) 1 120 ,1 2.2 24. Check Point ? , 1 25. Prescription for Nizoral 26. Overall Prescription KillingVirus Medical Treatment Recovering Leading Brand Power Long Term Goal 27. Virus

,

5,000

Virus 28. Virus ? Needs (Al Ries Immutable Laws of Branding) Ex) Workstation, Desktop, Laptop, PDA Premium, Light, Draft, Dry, Non-alcohol RV, Van, Sports, 4-wheels 29. +

80

70%

1996

Video + TV

1996

. . . . . . +

94

98

30. ? ? - 31. Message 32. KillingVirus , So Far : From Now : , 33. Virus - ( ) > = + 34. , 35. , ? Question ! 36. Communication Target Core Target - 20~40 (Sub Target - 10~20 ) 280 Nizoral Annual Tracking 2000~2001 () 2000 1 / 15(16) 15(16) 65(62) 22(33) % 10 5(8) 5(8) 57(62) 14(23) 20 8(14) 8(11) 67(52) 10(18) 30 22(20) 22(16) 52(48) 30(26) 40 25(20) 25(20) 50(55) 20(20) 10 17(4) 13(4) 70(60) 22(24) 20 6(11) 6(9) 75(67) 17(44) 30 18(28) 18(28) 70(82) 32(56) 40 25(15) 25(15) 75(70) 25(35) 37. Care Trend ( )

2000

Hair Care

10 4

90

Body Care

95 ,

90

Skin Care

92 ,

38. Key Message , ( ) 39.

!

!

Made in Korea

,

,

? 40. ,

DVD . ,

. ,

. , 41. Keyword 42. Communication Strategy

Key Message

, ! (No )

Target Need

, . . .

Campaign Keyword

43. Brand Slogan 2 , - 44. Medical Treatment Creative 45. Creative Objective

,

.

.

Leading Brand .

46. Creative Core Idea Print Endorsement Consumer Needs Message 47. Creative Core Idea TV Campaign Key word 2 ! Message 48. Campaign 2 ,- TV-CM < , >

< 3 > 1

( )

( )

2

49. Physical Therapy I.M.C. Campaign 50. I.M.C. Objective

PR Event E-Promotion In-Store 51. PR

,

TV

- , , 52. Event

Young Target

,

Test ,

Test Kit

Target

- Tester

( )

53. In-Store

P.O.P.

P.O.P.

54. E-Promotion

For Your Beautiful Hair

-

Hair CareSite Link

Type Hair Care Advice

55. Schedule of Medical Treatment Media Plan 56. Guidelines

Target Audience

:25 ~ 44

Campaign Period

: 2002 1 ~ 12 (1 )

Media Budget

: 17 57. Goals Launch 1 45% , Season 75% , 90% New Image Schedule (2Burst) Season Media Mix (TV> , ) New Image TV Media Mix Vehicle (Data Base) ACNielsen, HRC data Vehicle 58. New Image Season Weight , Season Boom Up A4 Size Target Segment TV 59. TVC / NPP 60. 61. Schedule 62. Total : 17.1 Budget 405,020 225,400 225,400 405,020 225,400 225,400 63. Total : 17.1 Total (Yearly) Season (3 months) Launch 1 stmonth ( ) 8.5 77 94 794 220 4.2 46 86 360 89 92 Reach 3+ (%) 16.1 Ave. Fre ( ) 99 Reach 1+ (%) 1,587 GRPs (Points) 441 ( ) 64. We Wish Your Complete Recovery!