[KS] Business News: Pak vs. Moo (excuse me!)

[Frank M. Tedesco]

>      07-15-98 Pak Se-ri vs. Cattle; Corporate Identity Battle
>      Between Samsung and Hyundai
> 
>      Nam In-soo Staff reporter
> 
>      Pak Se-ri's phenomenal success, winning the LPGA, U.S. Women's
>      Open, and most recently, the Jamie Farr Kroger Classic not only
>      made her famous, but boosted the image of her corporate sponsor,
>      Samsung.
> 
>      Hyundai, one of Korea's largest conglomerates, also hit the
>      international headlines when its former group head, Chung
>      Ju-yung, entered North Korea with his much-publicized 500 head of
>      cattle last month.
> 
>      Encouraged by the dramatic events, the two conglomerates are
>      beefing up efforts to enhance their corporate images here and
>      overseas.
> 
>      Hyundai, Korea's largest conglomerate in terms of net assets,
>      came under the media spotlight early last month when honorary
>      chairman Chung drove 500 head of cattle into the reclusive North.
> 
>      At the time, a long column of Hyundai trucks carrying the cattle
>      was televised live around the world. Newspapers also discussed
>      the event for days. Hyundai officials estimated that the event
>      was worth millions of dollars in publicity.
> 
>      During the visit, the group founder reached a landmark agreement
>      with the North on six joint business projects, including the
>      opening of Mt. Kumgang to South Korean tourists, which raised
>      hopes for improving inter-Korean relations.
> 
>      While pushing ahead with the inter-Korean joint venture projects,
>      Hyundai is intent on using its achievements in the North to touch
>      the hearts and minds of those who have their relatives and family
>      members on the other side of the Demilitarized Zone.
> 
>      Hyundai Motor Co., an affiliate of the conglomerate, plans to
>      give out 100 free tickets to people for a sightseeing tour of Mt.
>      Paekdu, the highest mountain on the Korean Peninsula, through a
>      lottery held among buyers of its cars till next month.
> 
>      The company originally planned to offer a trip to Mt. Kumgang to
>      publicize its joint development of the tourist resort in the
>      area. Hyundai said South Koreans will be able to visit Mt.
>      Kumgang as early as September via a sea route.
> 
>      Hotel Hyundai, which is located in Kyungju, is considering
>      selling liquor of North Korea make at its bars and offering
>      ``North Korean-style'' buffet in restaurants in efforts to stir
>      up the national sentiment among the people.
> 
>      To commemorate honorary Chairman Chung's North Korean visit,
>      Hyundai will also issue a public phone card containing a picture
>      of him leading cattle to the North.
> 
>      Hyundai plans to hand out the cards free of charge as a souvenir
>      to South Koreans who visit Mt. Kumgang.
> 
>      But the business group is unlikely to use Chung and the cattle
>      directly in TV and newspaper advertisements.
> 
>      ``A successful businessman and his cattle's trip to the North is
>      clearly phenomenal. But we are not going to use the historic
>      event for commercial purposes only,'' said a Hyundai official.
> 
>      Unlike Hyundai, however, Samsung appears determined to make the
>      most use of the new golf star to boost its corporate image.
>      Samsung Corp., corporate sponsor for Pak Se-ri, has strengthened
>      its promotion team dedicated to her as she won the Jamie Farr
>      Kroger Classic Sunday.
> 
>      Officials of the sports apparel and equipment maker said they
>      will have Pak appear on a variety of advertisements to improve
>      Samsung's corporate image at home and abroad.
> 
>      Pak already enhanced Samsung's image when she won the McDonald's
>      LPGA Championship in May and the U.S. Women's Open early this
>      month. During the games, she was wearing a hat and shirts
>      sporting the company logo and its ASTRA golf product brand name.
> 
>      Samsung is scheduled to make inroad into the U.S. market with the
>      ASTRA brand in September. As the super rookie earned the third
>      title on the U.S. LPGA tour in a row, the company is positively
>      considering launching a new sports wear brand, SERIPAK.
> 
>      Labeled a ``walking venture firm,'' Pak has already done for
>      Samsung corporate publicity campaigns worth more than $600
>      million, according to company officials.
> 
>      Industry watchers said Samsung has been most successful among
>      Korean conglomerates in enhancing corporate images through sports
>      marketing.
> 
>      Since 1986, the Samsung Group has annually selected 30 talented
>      students for golf lessons from professionals here and overseas to
>      turn them into high-profile stars. And Pak has paid off.
> 
>      [Image]
> 
>            Copyright 1998 Korea Herald. All rights reserved.
>                      Designed by ISM Corporation
http://www.koreaherald.co.kr/kh0715/m0715b16.html

-- 


Frank Tedesco, Ph.D.
Occasional lecturer, University of Maryland
Assistant Professor
Sejong University
98 Kunjadong, Kwangjin-gu
Seoul 143-747 KOREA
Tel/fax: 82-2-997-3954
E-mail: tedesco at uriel.net

"Life is a terminal disease, and it's sexually transmitted."
John Cleese, the Buddhist.


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