1. COM260 Practical public relations Boram Min The Rebranding Proposal for, The Korean Franchise Restaurant

2. 1 Bibigo Bibigo is the Korean Franchise Restaurant Bibigo is the Korean Franchise Restaurant from CJ, which is Korea’s No.1 Food Company. They introduces to the world Bibigo, a Korean food (K-food) brand that represents the best of Korean cuisine (such as Bibimbap). Situation Analyzing “ ”

3. 1 Location Situation Analyzing

4. 1 Food Trend 2014 Bibigo has a potential to run into food service industry in the state NEW TREND: NATURAL INGREDIENTS Jamie Rice, a researcher at the United Kingdom's RTS Resource, says next year the consumer perception of health will shift from “low calorie” or “light” products to a focus on ingredients and their association to healthfulness. In particular, Rice says consumers want natural ingredients that deliver energy and more protein products that fit in popular NEW TREND: GOCHUJANG Now that sriracha aioli and kimchi have gone mainstream, Baum+Whiteman say to watch out for a new wave of Asian flavors like gochujang, a Korean condiment made from hot chili paste and fermented soy beans, and shichimi togarashi, a Japanese seasoning made from seven spices that the consultants describe as the ”new salt and pepper.” (Kitchen daily) Situation Analyzing “ ”

5. 1 Previous Communication Their communications depends on K-pop, Psy Situation Analyzing “ ”

6. 2 Problem identification People still don’t know well about Bibigo Brandon Cheng (University of Pittsburgh) Though I’m from Los Angeles, CA, I’ve never heard “Bibigo” restaurant before. But I like Korean food. I eat K-food once every other week I want to try it if I have a chance. Problem & Objective Caitlyn Frazier (Chatham University) I’m from Los Angeles, CA Actually, I don’t have enough chance to try Korean food So I don’t know about Korean food well. Of course, I haven’t heard “Bibigo” “ ”

7. 2 Rebranding Strategy Single-person households are fast increasing Problem & Objective “ ”

8. 2 Target Problem & Objective Twenties & Thirties Single People 20s and 30s in the USA Especially single people who are interested in their heath, well-being (healthy food)

9. 2 Objective Problem & Objective The ultimate goal of creating a new PR campaign for the Bibigo is to make recognition of people to Bibigo as a Healthy, Tasty, and convenient food. This campaign also contributes to increase sales by raising recognition of people to Bibigo.

10. 2 Rebranding Strategy HOT for you, H ealthy Rebranding strategy O ne T asty

11. 2 Rebranding Strategy Rebranding strategy HOT for you,

12. 3 Implement Plan Rebranding strategy Phase 01 Recognition Phase 01 Recognition Publicity Bibigo Race 5K School Attack PPL (Product placement) School Attack PPL (Product placement) Phase 02 Reinforce Phase 02 Reinforce Phase 03 Proliferation Phase 03 Proliferation

13. 3 Publicity Rebranding strategy

14. 3 School Attack Rebranding strategy

15. 2 Bibigo Race 5K Rebranding strategy

16. 4 Evaluating Rebranding strategy Measurement: Brief questionnaire following Q1:How did you receive information regarding - Heinz logos, receiving an email, word of mouth, etc., Q2: Would you have known about “Hot for you, Bibigo” or the adoption program without receiving information on it? -Yes or No Event Feedback “School Attack” & “Bibigo 5K Race” Measurement: Brief questionnaire following Q1:How did you receive information regarding - Heinz logos, receiving an email, word of mouth, etc., Q2: Would you have known about “Hot for you, Bibigo” or the adoption program without receiving information on it? -Yes or No Event Feedback “School Attack” & “Bibigo 5K Race”

17. 5 Any Questions?! Rebranding strategy Because after next week is over, my chances of seeing any of you again on a regular basis is limited! Speak now or forever hold your peace! And Finally… MERRY CHRIST MAS AND HAPPY HOLIDAYS TO ALL Because after next week is over, my chances of seeing any of you again on a regular basis is limited! Speak now or forever hold your peace! And Finally… MERRY CHRIST MAS AND HAPPY HOLIDAYS TO ALL

18. Rebranding strategy Thank you so much