Korea Ginseng Corporation (Cheong-Kwan-Jang)is a ginseng company in South Korea. KGC’s sales volume share was 35% of total Korea’s herbal/traditional products market in 2011.
Situation
The U.S. consumers are not only ignorant of, but also not interested in ginseng, needless to say, red ginseng or Korean red ginseng. More over, other ginseng brands with low quality affected the consumers negatively.
Brand Concept Development for consumers in the U.S.
• Developed both the new brand concept and the campaign.
• Focused on education about Korean red ginseng through advertising and marketing media.
