Marketing Project: Itaewon Class
I. Summary of the plot and context of the film
1. Character Intro
“Itaewon Class” is a South Korean television series released in 2020
Company - Danbam Pub
Park Sae-Ro-Yi
Proprietor of DanBam, a bar-restaurant in Itaewon.
Jo Yi-Seo
Manager of bar-restaurant DanBam
A power blogger and social media internet celebrity
DanBam staff
Ma Hyun-Yi Choi Seung-Kwon Jang Geun-Soo Tony Kim
DanBam's chief cook
Competitors - Jangga
Jang Dae-Hee
CEO of food company Jangga Group
Jang Geun-Won
CEO Jang's first son and heir to Jangga Group
2. Summary
On the first day of attending his new high school, Park Sae Ro Yi punches his
classmate Jang Geun Won, who was bullying another classmate. The bully is the
son of CEO Jang Dae Hee. The bully's father runs the restaurant business Jagga
where Sae Ro Yi's own father works. CEO Jang Dae Hee demands Sae Ro Yi
apologize to his son, but Sae Ro Yi refuses. Because of his refusal, he gets expelled
from school and his father gets fired from his job. Soon, an accident takes place.
Sae Ro Yi's father dies in a motorcycle accident caused by his ex-classmate Jang
Geun Won. Burning with anger, Sae Ro Yi viciously beats Jang Geun Won. He is
soon arrested and receives prison time for violent assault. He decides to destroy
the Jagga company and take revenge upon CEO Jang Dae Hee and his son Jang
Geun Won who was responsible for his father's death. Once Sae Ro Yi is released
from prison, he starts a pub called DanBam in Itaewon, Seoul. Sae Ro Yi and his
partners are in the process of building the DanBam pub brand and tend to a goal
of surpassing Jangga.
Core objective: Defeat the Jangga Group
II, Marketing Analysis
1, Microenvironment
a, The Company
- CEO (establish Dhanbad): Park Sae Royi - has no knowledge & experience in the
field of business in general & marketing tactics in particular => Park Sae Royi is not
aware of what business needs and what to do
+ Not being able to grasp current trends (what trends have happened
recently, how customers tend to approach products and services), not
having clear insight into the customer they are targeting (young customers
who like to eat, what style do they like, what are their habits when going to
pubs,...)
+ Outdated & ineffective marketing strategies (wearing a bear mascot to
distribute flyers)
+ Not appreciating the role of each department in the restaurant, especially
the role of a manager: “Our store is not big & I am always at the store so
there is no need for a manager (Jo Yi Seo)”
+ Recruiting unskilled staff and not training them (The chef did not receive
any cooking training from any school)
- Staff: Ma Hyeon Yi (Chef); Choi Seung Kwon, Jang Geun Soo, Kim Toni (Waitress,
waiter, cashier) - are people who are not highly professional, have not been
properly trained, and have no experience in each of their positions. to be in charge
of
=> Many shortcomings in the restaurant industry: Food quality, service quality,
staff attitude, restaurant image (decoration, decor, menu,...)
- Manager: Jo Yi Seo - has experience in Marketing, understands current trends &
insights of his target customers. She is a blogger & hot instagram with great
influence on social networks
=> Improve the difficult situation of the pub, help the shop maintain a stable
number of customers => increase revenue and profits => expand the restaurant
chain
b. Competitor
- Direct competitors: Jangga Group & other pubs on Itaewon street.
Jangga Group is one of the most famous in the field of restaurant industry,
currently has the largest chain of pubs in Itaewon, accounting for the majority of
the market share. The pubs are also located in the most beautiful locations on the
street with branches all having very large areas. Has a stable & loyal customer
base
- Indirect competitors: Bars, clubs,... entertainment industry have the same
customer base as young people.
c. Customer
- Young people in South Korea/foreigners aged 18-30 enjoy a lively and bustling
atmosphere, indulging in food, socializing over drinks, gathering for nighttime
entertainment, and embracing the trend of virtual life through check-ins.
- Foreign tourists seek to immerse themselves in the vibrant atmosphere and
culture of South Korea
d. Publics
- Media public:
+ In the 2020s, Instagram is one of the most popular and used social
networks among young people, ranked 2nd among the 10 most used social
media applications in Korea, with about 18.85 million users
+ The trend of using celebrities (KOL) to promote products & services is
increasing
+ Customers' habit of being curious and wanting to experience through
reviews/blogs
=>Instagram influencers (KOL - Key Opinion Leaders) can easily reach a wide
audience, leveraging the influence of celebrities to impact customers' lifestyle
preferences, particularly in the realm of entertainment and dining.
2, Macroenvironment
a. Demographic
- Age: 18-30
- Location and population diversity: Itaewon - Bustling Western Quarter in
Seoul
This is a complex famous for its cultural diversity and diverse population.
With many international shops, restaurants, bars and entertainment
activities, Itaewon attracts a large number of international residents and
visitors, creating a multicultural and eclectic atmosphere.Itaewon is
currently home to more than 20,000 foreigners.
- The diversity of occupations of the characters in the film: chefs, marketers,
actors, singers, restaurant managers, etc. creates a multi-dimensional
picture of life and diversity in the environment. business and
entertainment
b. Economic
- The economy in Korea at the end of 2019 and early 2020 had a high growth
rate, with GDP ranked 10th in the world.
=> Reflects the increasing purchasing power and high living needs of Korean
people.
- The entertainment needs of young people are increasing, so Itaewon is an
attractive place in the heart of the capital - a busy and bustling
neighborhood.
- There are hundreds of thousands of large and small pubs here, attracting
millions of tourists.
- Itaewon is also a nightlife neighborhood with drunken revelries of
hundreds of tourists
c. Technological
- In an era where young people have increasingly easy access to
smartphones, social platforms and blogs, getting information is extremely
easy.
- The marketing trend in building brands through media as well as taking
advantage of influence from celebrities is increasing. In this way, businesses
will easily bring products to customers and colleagues. time to save costs.
d. Cultural
● Cultural factors:
1. Korea
- Culinary cultural elements in Korea are very diverse and show the
enjoyment in every meal
+ The meal has a variety of dishes, a traditional meal includes rice, fish
sauce, kimchi and many other types
+ Popular indispensable dishes such as bibimbap, gimbap,
+ Drinks like soju and makgeolli are traditional drinks and appear a lot
in pubs in Korea.
+ Modern restaurants in big cities like Seoul are a combination of
modern and international elements.
2. Itaewon
- Diversity and globalization: Itaewon is famous for its international nature,
attracting audiences from many different cultures through its stores and
entertainment options
- Global cuisine:
+ Itaewon's culinary scene reflects its cultural essence - exciting,
diverse. This is a world of flavors from classic Italian pasta to exotic
Middle Eastern falafel.
+ Experience authentic Korean cuisine such as BBQ, bibimbap and
jjajangmyeon.
+ In addition to culinary diversity, the neighborhood also offers a
dining experience imbued with the Itaewon spirit. From elegant
rooftop pubs to cozy eateries hidden in alleys, bringing strange and
wonderful experiences
3. 3C model
- Company: Pubs Danbam: Park Sae Royi, Jo Yi Seo & staff
- Competitor: Jangga Group + other pubs on Itaewon Street + other
entertainment models on the same street
- Customer: Korean/foreign young people aged 18-30 years old, like busy, bustling
atmosphere, eating, drinking, hanging out at night, like checking in virtually, like
catching trends
- Foreign tourists want to enjoy the vibrant atmosphere & culture of Korea
III. SWOT
1. The company (Quán nhậu Danbam)
S
- How to treat staff: Park creates a safe and supportive work environment
where employees feel valued and respected, so they reciprocate by being
loyal and dedicated to him. For example, when DanBam was suspended
from business, had to relocate, or suffered losses, his employees still chose
to stay with him.
- Park's business philosophy is "business for people": Based on professional
ethics, DanBam always puts the interests of customers and society first.
W
- The restaurant space: The biggest mistake of Park is not paying attention to
the restaurant space. The restaurant is too dark and the interior decoration
is not in any particular style.
- Customer Service Failed: Unprofessional service behavior is shown through
attitude, the way the food is carried, the way the staff dresses, even the way
the food is placed on the table, and so on.
- Pretty basic and limited menu: There is no logic, emphasis and signature
dish or dishes of the day. This causes customers to have 2 uncomfortable
problems when looking at the menu: first, they cannot see the highlights of
the restaurant, and second, they do not know which dish to choose.
- Unprofessional chef: The chef does not pay attention to the regulations on
working methods and kitchen hygiene, as well as the lack of care in
decorating the dishes.
- Foreign languages: Staff is not good at foreign languages
- Lack of digital marketing: DanBam has no customers because it still
advertises in traditional ways (wearing mascot costumes and handing out
flyers on the street).
O
- Location: Itaewon is the most bustling foreign street in Seoul, attracting
both locals and international tourists.
- KOLs/ Influencer: Jo Yi Seo - the manager of the pub is a real influencer
with thousands of followers on Instagram. Her mindset will help Danbam
change and grow strongly.
T
- Competitors
- Pub management experience: Park has no knowledge or experience in
business or marketing, he just does everything according to his feelings.
2. Competitors (Tập đoàn Jangga & các quán nhậu khác trên con phố
Itaewon)
S
- Jangga Group: Jangga Group is a famous chain of pubs with highly
appreciated food quality and taste. A bar restaurant located in the most
beautiful location of Itaewon Street.
- Other pubs: diverse entertainment activities, prime location, attractive
decoration, long operating hours, and a certain number of customers.
W
- How to treat staff: Mr Jang only likes it when his employees are obedient
and listen to him like a puppy. If they oppose him, they will have to face the
consequences. (Consequences: many people are plotting to overthrow
Jang Dae Hee, and are ready to support Director Kang in usurping his
throne.)
- Philosophy "Business is for profit": Jagga pursues profits regardless of any
tricks.
- Business fraud: Mr. Jang stole the recipe for the dish from Park Sae Ro Yi's
father.
- Scandal: fatal car crash case of the group chairman's son.
O
- Market expansion opportunities
- Diversify products and services
T
- Internal Problems: conflict between employees and management, conflict
between management.
- Competitors: DanBam is on the path to business success, aiming to
develop into a large chain of pubs that competes directly with Jagga.
IV. Marketing Strategies/ Tactics
- Improve the core products/services of the pub
+ Space
● Identify fundamental issues the pub is facing such as "The pub lacks
a theme," "The lighting is too bright," and "Using fluorescent lights in
a bar is unusual."
● Redesign the space to cater to the style of young people,
accommodating the need for Instagrammable check-in spots.
○ Arrange the space more openly, The tables and chairs are
balanced and comfortable, and the dark space brings a gentle
feeling
○ Decorate it with a specific theme (street style), Using colors
like black, red and white creates a youthful, dynamic space
○ Incorporate decorative elements like decorative lights, neon
lights, or special lighting details
+ Menu:
● Point out the basic error the restaurant is facing: "It's so confusing, I
don't know what to choose", too many dishes but the menu only has
words (dish name + money), no typical menu
● Redesign the menu to be more eye-catching, have colorful images,
build a typical menu, and signature dishes for drinkers (tofu soup).
Furthermore, the restaurant also tries to experiment and develop its
signature dishes.
+ Attitude and service style of staff:
● Address basic issues like "When serving food, do not put your hand
in the bowl"
● Emphasizing the correct way to present dishes, Thorough training:
The fundamental rule when serving dishes is to hold them from the
outside like this."
+ Food quality:
● Identify basic issues such as "Doesn't look appetizing, lacks
uniqueness, not visually appealing."
● Give specific & honest comments about the dish, let the chef
practice many times until the best flavor comes out
- Diverse and multicultural human resources:
+ Hiring foreign staff to facilitate easier communication with
international customers. "I run my business in Itaewon, but at the
pub, only I speak English. If there are foreigners, the atmosphere will
be more enjoyable."
+ Employing a transgender chef to have an impact on the LGBT
community.
- Develop a suitable marketing strategy for different periods (bảng before after,
bullet đầu before còn lại after)
+ Timely recognition of Park Sae Royi's outdated marketing strategy:
wearing a bear mascot handing out leaflets on the streets of Itaewon
+ Starting point: Using KOLs, celebrities, and people with great
influence on social networks to promote - here it is Jo Yi Seo. Use two
main types: post on Instagram and write a Blog
+ As the business establishes itself in the market: Engage in television
programs for publicity, featuring Chef Ma Hyun Yi (a transgender
chef) to generate controversy and attract customers interested in the
LGBT community
- Increase loyal customers
+ Leverage the influence of investors and partners: Danbam has
been invested by a powerful company in real estate industry and
also many more investors ( use their financial support , network and
reputation to scale up )
+ Community engagement: Danbam, welcoming everyone, without
discrimination based on culture or social class; Danbam creates a
friendly space and enhance interaction between customers and the
pub => froster brand images and loyalty
V. Buyer Decision Process:
Need recognition:
1. From the customer:
- Internal stimulation: The need for customers to visit a high-class, trendy
restaurant for socializing and entertainment.
- External stimulation: The growing development of the Itaewon district,
attracting more customers to the area.
2. What marketers do?
- Initially lacking in this step - due to poor awareness when the restaurant first
opened, the main character failed to attract potential customers, failing to
increase potential customer interest.
.
Information search:
- Initially, there was a lack of customers due to marketing mistakes, with very
little information about the restaurant, especially when most customers are
young and use social media extensively while the restaurant only distributes flyers
(In detail, when Yi Seo searched for information about the owner of Park
restaurant as well as DanBam restaurant, there was no content found on the
Internet)
- Reopening after a period of suspension => Fully covered on social media
(Instagram, personal blogs, Yi Seo's livestream; TV programs) => The number of
customers increased significantly partly due to social media; customers had more
information to search about Danbam.
Evaluation of alternatives:
- Customers will compare Danbam with other restaurants (Jangga corporation
restaurants and street pubs) based on reputation, view, food quality and many
other intangible factors
- What did Danbam's marketers do to address this step?
+ Danbam overthrew Jangga to dominate the market in Itaewon street, And
to market the restaurant, they used the reputation of Danbam and the old
Jangga group to gain customers.
Purchase decision:
- After realizing that the Danbam brand is popular among people in Itaewon,
customers decide to dine at Danbam.
Post-purchase behavior:
- Park, the owner, always thanks customers after each service.
- When there is a complaint about hair in the food, the manager Yi Seo
apologizes, then immediately reminds and corrects the department that made
mistakes (the chef Hyun-yi to cook a new dish for the customer)
VI. Marketing lesson from the movie:
1. Know Your Audience and Trends: Understand who your customers are and
what they like. Park Sae Royi's failure to grasp customer insights led to challenges
in attracting and keeping them.
2. Focus on Quality: Product and service quality matter. Danbam needed to
improve its food, service, and atmosphere to keep customers coming back.
3. Create a Unique Brand: Stand out from competitors by building a unique
brand that appeals to your target audience. Danbam tried different marketing
tactics, like using celebrities and TV appearances, to attract attention.
4. Embrace Diversity and Local Culture: Respect and understand local culture to
create a welcoming environment. Danbam used Itaewon's cultural diversity to
appeal to a wide range of customers.
5. Use Social Media and Technology: Social media and technology are key for
reaching customers. Danbam used platforms like Instagram to connect with its
audience effectively.
