SSG Food Market
Shinsegae Department Store
Premium Food Market Brand Creation
Project Scope
global gourmet food market + consumer lifestyle trend research/ brand strategy/ marketing strategy and promotions/ communication message

Challenges & Solution
Shinsegae Department Store set the vision on becoming the nation's first hyper-local, authentic, premium food market targeting affluent customers in selected areas of Seoul. To bring SSG Food Market to life, the bread and butter analyzed global food retail brands in three categories: brand concept, brand portfolio, and brand image. We then focused on 3C factors (Convenience, Culture, and Conversation) to make customers experience more meaningful than just eating and buying. With the brand positioning of "Edu-tail-ment-place" and an image of simple, impactful, contemporary chic, the bread and butter suggested centralizing the SSG Food Market as "Private Pleasure," in which the customers can immerse themselves in the SSG vibe. To deliver the private pleasure experience, we planned 12 marketing communication strategies in four experience levels, targeting the age group of 30-70. SSG Food Market successfully opened its two stores in Seoul and Busan in July of 2012.