L/O/G/O

«Integrated promotional campaign of South Korean medical tourism

in Russia»

«Integrated promotional campaign of South Korean medical tourism

in Russia»

“Talking bananas” teamincluding:

• Kravchenko Aleksandra

• Kotlova Aleksandra

• Podkovyrov Alexey

presents:

Coached by Natalya Gladkih

“Journey to Seоul for the beauty”

HSE supported project

Description of market situation:Description of market situation:

● About 40 mln people a year travelling abroad for treatment.

● U.S.A and Europe – win in the quality; Turkey, Mexico, India - play at the dumping, win in the price.

● South Korean main feature of is a combination of high technology with low prices. constituting about 30% of the price level in the U.S. and 67% in Japan.

● The number of tourists from Russia to South Korea every year is increasing.

2007

2008

2009

Amount of Russian tourists visiting South Korea*

136,3 thou-sandppl.

136,3 thou-sandppl.

140,4 thou-sandppl.

140,4 thou-sandppl.

165,7 thou-sandppl.

165,7 thou-sandppl.

* According to Rosstat.

Features of Korean SPA:Features of Korean SPA:

Oriental secrets of

beauty

Technologies

Convenience

Low prices:

Climate

4. Favourable climatic conditions conducefast recovery, rehabilitation after surgery.

5. The price of medical services in South Korea is much lower than in other countries.

1. Oriental techniques are widely known throughout

the world of its effectiveness and unique

.

2. Modern technologies perfectly

complete traditional methods of beauty

care!

3. Ability to register a unified medical card for all hospitals, hotels and resorts of the country

Price comparison:Price comparison:A comparison of the prices of similar

services provided by SPAs ofRussia (Moscow) and South Korea (Seoul) *

50-60 $

45 - 100 $

800-1300 $

45- 80 $

400– 1300 $

South KoreaSouth Korea

180-200 $

230 – 280 $

1200-1800 $

130-150 $

900 – 1500 $

RussiaRussia

- Wellness sauna complex (5-6 hours) -

- Water massages, wellness bath, peeling- (5-6 hours program)

* We consider mainly integrated services "for the whole day" for body care

- Course of programs for weight reduction and -cellulite treatment (7 days 13 hours)

- Anti-stress program (4-5 hours) -

- Complex program of skin, face and body care – -(9 hours)

Main competitors:Main competitors:A hit parade of countries with the largest number of spa hotels and resorts .

1. USA - 1471.2. Japan - 1040.3. Austria - 900.

4. Australia - 611.5. Brazil - 593.

6. New Zealand - 580.7. Italy - 579.

8. Canada - 523.9. South Africa - 510.

10. Mexico - 469.

Target audience:Target audience:

The main target audience is women 35 to 54 years with high level of education, having a high or medium level of income.

They are middle and above level managers or housewives, whose husbands earnings and free time can make regular "hiking" in the spa center.

The survey of respondents: (women from 33 to 54, with the ability and desire to visit the spa abroad *)

The survey of respondents: (women from 33 to 54, with the ability and desire to visit the spa abroad *)

50%

26%

7%

17%Know nothing about SPA in South Korea

Heard about Oriental medicine and would like to try it themselves.

Are wary of Oriental Medicine, the supporters of European methods of beauty care

Have doubts about the quality of health

services in South Korea

.

50% 26%

17%

7%

* 60 people surveyed

Creative strategy. Creative strategy.

The main creative idea – ‘ suitableness’ of the service.

Our T.A. is always interested to know whether the selected product is suitable to them, to choose from, to try on.

Media strategy:Media strategy:

The main idea of media strategy: using mainly

TV and press since that big part of T.A. are not users of Internet at all.

The only web ad – in social nets like Vkontakte, Facebook, Odnoklassniki and creating special site.

Step 1. Creation of an information field.

Step 1. Creation of an information field.

• Creating a site about the spa in South Korea, the placement of articles on specialized sites about health, beauty and spa, such as allaboutbeauty.ru, beautyhealth.ru, lovebody.by etc.

• Adding a unique feature - the ability to upload the photos to the site, which would be instantly processed and appear on the background of views of the Korean spa. It will be possible to choose the procedure to read comments what happens to the skin, body and organism of the user during and after the procedure.

Download your photo and choose the procedure.

Envelopment

Your skin becomes softer

Fatigue leaves

Toxins go out of your body

Step 2. Video. “Bodies”.

Step 2. Video. “Bodies”.

Female (35-40 years) in a bright room with a "turban" of the towel on her head (we can see that she`s just from the shower). Home atmosphere.

She stands in front of the cabinet, opens the door.

Storyboards.Storyboards.

Step 2.

Bodies.

Step 2.

Bodies.

Camera over her shoulder shows hanging bodies in the closet – bodies of smart, young women, and physical appearance of each sounds pretty familiar.

A woman pushes hangers and chooses one of the bodies.

She relieve the towel, standing with her back to the camera.

Storyboards.Storyboards.

Step 2. Bodies.

Step 2. Bodies.

The woman gets into her new appearance .

We see that she became younger, her features have become more attractive, the skin tightened, and in general her appearance came similar to Nicole KidmanSlogan:SPA in South Korea suits you.

Storyboards.Storyboards.

Step 2. Facebook.

Step 2. Facebook.

Storyboards.Storyboards.

A laptop monitor is in front of us. The window of Skype is over the window of Photoshop.

In the Skype conversation is going on: -Hi, how are there in Korea? – I`m sitting in the spa salon, having a wonderful massage.. -Have not seen you in Facebook for a long time!=( -- Coming back I`ll download my photos from here=)

Skype`s window is minimized and we see a woman who "photoshops" her photos in parallel of conversation in Skype.

Storyboards.Storyboards.

Step 2. Facebook.

Step 2. Facebook.

She "obscures" circles under her eyes, trying to trim the protruding "ears" over the jeans.

These shots are alternated with small snippets of how her friend spends the time. When our heroine obscures the circles under her eyes, a special rejuvenating mask is imposed on her face.

Step 2. Facebook.

Step 2. Facebook.

Storyboards.Storyboards.

Step 2. Facebook.

Step 2. Facebook.

Then she enjoys massage, body wrapping.

Relaxing in chimchilbane.

Then the two friends lay out their photos on their pages facebook.Slogan - real beauty suits you better.

Step 3. “Suiting you” test.

Step 3. “Suiting you” test.

• Often it is very important for the

consumer to understand the suitability of this or that service to him.To do this in women's magazines distributed test - "What type of oriental medicine is right for you?“

• The test should address the most widespread problems - such as problems with acne, fatigue, back pain, coarse skin. Passing this test

readers "try on" for a solution to their problems with the spa and oriental medicine.

Step 4. Print.Step 4. Print.

* Try on Korean Spa!

*

L/O/G/O

Thank You!Thank You!

Talking bananas.