The number of Cafes in Korea has grown tenfold in just five years.
\nOn the other hand, the instant coffee market,
\nwhere Dongsuh Food had long held an 80% share, was stagnant for the first time.
\nIt was an ideal time to develop a new product that can compete with caf\u00e9-brewed coffee.
\nSo we developed new type of coffee, KANU, mixed brewed coffee bean and instant coffee.<\/p>\n
We introduced the new product Kanu not as a new type of instant coffee
\nbut as \u201cthe smallest caf\u00e9 in the world.\u201d
\nThe packaging design was suggestive of a tiny coffee stand,
\nand image that was highlighted in TV commercials and print ads.
\nWeb and mobile sites were launched in the name of \u201cmicro cafes.\u201d
\nTo give the consumers an experience similar to that of getting a drink at a coffeehouse,
\nPop-up caf\u00e9s were opened in downtown Seoul and Busan, which looks like its packaging<\/p>\n
Kanu pop-up caf\u00e9s attracted over 100,000 visitors in two weeks
\nand almost 410,000 people visited the on-line and mobile micro caf\u00e9s.
\nThe Kanu campaign was covered by major media
\nincluding prime time news with a viewership of 12 million.
\nIn just a year, competitors followed Kanu\u2019s lead with similar products,
\nResulting in creating a new instant regular coffee market.
\nKanu held a 94% share in this new market, with sales reaching 68million dollars.
\nKanu was now perceived as an affordable alternative
\nfor consumers who preferred to get their drinks at coffeehouses.<\/p>\n
Awards<\/p>\n
-Selected as one of Korea\u2019s top 10 hit products of 2012 by Samsung Economic Research Institute
\n-Selected as one of Korea\u2019s top 5 hit products of 2012 by Hyundai Research Institute<\/p>\n
-Awarded Grand Prize in Consumer Choice Marketing Awards 2011 by Korea Advertisers Association
\n-Awarded the Best Design Prize at IT AWARD 2011 by Korea Design Association<\/p>\n","protected":false},"excerpt":{"rendered":"
The number of Cafes in Korea has grown tenfold in just five years. On the other hand, the instant coffee […]<\/p>\n","protected":false},"author":0,"featured_media":1566,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\n\n\t\n