Shinsegae Department Store
Premium Food Market Brand Creation
global gourmet food market + consumer lifestyle trend research/ brand strategy/ marketing strategy and promotions/ communication message
Shinsegae Department Store set the vision of becoming the nation's first hyper-local and authentic premium food market by targeting affluent customers in selected area of Seoul. To bring SSG Food Market to life, we analysed global food retail brands in three categories; brand concept, brand portfolio and brand image. We then, focused 3Cs factors; Convenience, Culture, and Conversation to make customers experience more than eating and buying. With a brand positioning of "Edu-tail-ment place" and an image of simple, impactful, contemporary chic, the bread and buttersuggested a brand central idea of SSG Food Market as "Private Pleasure", in which customers could experience the SSG vibe, not just about the food or store. To deliver the private pleasure experiences, we planned 12 marketing communication strategies in four experience levels, targeting the age group of 35-70. SSG Food Market successfully opened its two stores in Seoul and Pusan in July 2012.