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Companies Come up with Fresh Ideas to Survive Stale Economy

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공표년도

창작년도

2006-09-28

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Consumers these days are becoming ever more discerning and a handful of Korean firms are coming up with some fresh ideas to gain an edge over their competition.
Kim Minjung tells us about two beverage companies that have introduced a "fresh" approach to marketing.
Amid concerns that the economy may go stale in the second half‚ Korean companies are coming up with fresh ideas.
Quite literally.
KIM MINJUNG‚ REPORTER: "As part of a new marketing campaign‚ companies are highlighting the freshness of their products. This strategy includes a wide range of canned products‚ from ice cream and coffee to even beer."
Hite Brewery‚ best-known for its Hite brand of beer last month adopted what it calls a "Fresh 365 Days" event.
The idea here is that its beers remain on store shelves for at most a year.
Store owners and even customers can return the product if the bottles or cans are even a day older than 365.
RECORDED: "There is no legal obligation to have expiration dates on beer bottles‚ but we wanted to offer consumers better and fresher beer. We're spending a huge amount of money‚ because we have to take back all beer over one year old. But at the end of the day‚ consumers will perceive that our beer is fresher than other brands."
Fresh-brewed coffee can be a great way to start your day‚ and the Hollys coffee chain hopes to do just that with its java.
Each franchise has installed a blackboard where it writes the date their beans were roasted.
RECORDED: "At first I tried their coffee curious as to whether it would taste any different. Now that I've tried it‚ I can tell that it has a deeper taste and aroma. I definitely have faith in this coffee."
Such consumer trust has led to perkier sales.
RECORDED: "Many of our customers made inquiries about the roasting date‚ and learned that our coffee beans are less than one month old. Since then‚ sales of Americanos and lattes have risen about 10 percent."
While more food and beverage products bear an expiration date‚ it seems unlikely that consumers' love of freshness will expire anytime soon.
Kim Minjung‚ Arirang News. Reporter : maryanna@arirang.co.kr

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https://www.kf.or.kr

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