The purpose of this research is to establish a Brand Remodeling Plan for the implementation of successful launching of fine brand "Irroro", a joint fruit brand of Gyeongnam Province and the activation of market for the "Irroro" brand to properly and promptly cope with the continuous opening and globalization of market and the rapid changes in distribution environment of agricultural products.
The problems of the "Irroro" brand project are revealed from diversified aspects such as the brand development, the participation of farmers, implementation method, management system, structuring and branding. First of all, various advance preparatory works for brand development were judged to be relatively insufficient in a sense that the preparatory works were done in relatively short period of time, core value of brand was not established and the identity of the brand was not built up either. And the formation of consensus of the subject for the participation for the "Irroro" brand appeared to be insufficient, and the selection of proper items through thorough market survey was relatively inappropriate in the selection of the target items.
Second, robust and elaborate structuring of participating farmers which constitutes the most important factor for success of joint brand stands at extremely insufficient level while it is judged that in reality the establishment of the base for branding for which strict control and rule is required is not done yet due to loose management system.
Third, it seemed that the establishment of systematic and professional operation and management organization for "Irroro" brand has not been done yet. Pursuant to this, efficient management of brand marketing has not been done in the absence of pertinent professional manpower. Especially, proper target market and positioning were unable to be set and thus the establishment and operation of marketing mix strategy has not been done systematically.
As a remodeling plan for "Irroro" brand project, important tasks such as the maintenance of base for the "Irroro" brand through the structuring of participating farmers based on the implementation of branding and the improvement of management and operation system, large scale maintenance of the operating system related to the fostering of existing "Irroro" brand, the improvement of the structure of "Irroro" brand operation corporation, the conversion of mid-term and long-term operation structure and the improvement of participating farmers selection method were derived as important tasks.
Lastly, as a remodeling plan for the "Irroro" brand marketing strategy, the following items were suggested to be necessary: the improvement of the "Irroro" goods strategy and the securing of sufficient quantity, the improvement of the "Irroro" product specification criteria, the securing of quantity for the supply which accords with target market, the improvement of pricing strategy to diversified price levels, diversification of distribution channel and the enhancement of the efficiency of publicity strategy.


Researchers: Jeon Chang-gon, Ha Hong-geun
E-mail: cgjeon@krei.re.kr