The growing visible presence of Korean businesses in Latin America meant a need for better trade relations, which resulted in the strengthening of the Korea–Latin America relationship in the 1990s and into the 2000s.One of the many ways that Korea can increase its relation with Latin Americans was by K-pop (Korean Pop). Firstly, Korean Drama was introduced to Latin Americans and while the TV Station around Chile and Panama started broadcasting K-dramas, audience demand was initially high. K-pop was then introduced after K-dramas and Latin Americans started appreciating Korean culture. K-pop fans in Latin America rely on the digital as they engage actively in diverse fan activities, such as sharing recent news about their favorite idols or artists, circulating new music videos, or serving as DJs for online streaming K-pop radio stations. Demand for K-pop in Latin America was increasing rapidly and efforts of these fans to accommodate K-pop transculturally into mainstream Latin American media and culture are an indication of the ongoing tension between popular culture from “other” or foreign countries and cultural industries in Latin America, as K-pop slowly receives recognition from Latin American society as a legitimate fandom.
Many Korean electronic brands, such as LG and Samsung, have been active partners in the promotion of their consumer products via K-pop in Latin America LG also sponsored a local K-pop dance contest known as K-pop LG in Colombia from 2011 to 2013. Likewise Super Junior, the SM- Entertainment K-pop idol topped in the music chart in Thailand on 2005 with their first album “Twins” and every album they produced were one of the best-selling album in Korea, Taiwan, Thailand, China and Philippines from the year 2005 to 2014. Super Junior is a group of artists in an incredibly competitive and challenging market, they have released new album “Replay” and their new single “Lo Siento” was a hit. In order to penetrate in Latin American market, Super Junior has an incredible potential as it has reached 13th on Billboards. Meanwhile, fans of Super Junior in Latin America can only enjoy listening them on digital media and that is the only way how they can support them. The single “Lo Siento” is consistent with their first step of product adaptation to this market.
This marketing campaign, on the other hand, will mainly focus on Super Junior penetration in Latin American market by releasing their new album “Por siempre Joven” and which is positioned to market as “throwback to your teenage dream” targeting people with females more than men and age group of 20-40. This marketing campaign will be launched in four major countries in Latin America where the fanbase are comparatively more than other countries in Latin America and these countries are Mexico, Chile, Peru and Argentina.
Marketing objectives and goals
The two main objectives are:
Penetrating Latin American market;
Create a brand-new career peak as a global artist;
The target for marketing campaign of Super Junior are:
Since Super Junior have already dropped down to the race at 6th position in ranking of K-pop’s top chart, it is important to aim up in the 1st position of K-pop’s top chart.
Bringing in a breaking competitor into the Latin American music industry by releasing a new album “Por siempre Joven” targeting fans from Latin America.
Pioneering in Latin American marketing by expanding Hallyu wave.
Increase in international sales by the means of Social Media (Instagram, YouTube).
Creating a bigger or additional fanbase in Latin America.
Making brand awareness strategies e to reach the audience and introducing the concept and culture of K-pop in Latin America.
Getting sponsors from renowned brands and conducting event in Latin America to reach mass audiences.
There are main goals of this Marketing Strategy for Super Junior focusing on brand image and revenue generation.
Brand image
Bagging on the top of famous ranking music charts all around the world Creating a new album “Por siempre Joven” positioning the market as “throwback to your teenage dream”;
Becoming brand models for different kinds other brands (E.g. Avajar);
Dressing up as Latin lords by Super Junior in their new album “Replay” to attract Latin American audiences.
Focusing on digital media for Latin America to enjoy their songs
Generation of revenue:
The total number of concerts and events are increased rapidly;
Earning from the fanbase from Social Media Intermediaries like YouTube;
Having a famous music stage performance in Latin America;
The campaign is expected to attract more fans as well as retain existing consumers at the target market to reach the sale of at least 230,000 hard copy CD and 400,000 digital downloads for the first version in their new album and upcoming activities.
