피알원

Solution

- Accurate information on health supplements should be delivered and comprehensive PR programs to raise consumer trust should be carried out
- Especially during Family Month (May) and Korean Thanksgiving Day, Chuseok, the brand’s key message should be exposed to consumers, after considering the market situation, interests, and consumer perception levels
- Target to people in 20s and 30s are which having increase rate in health supplements with on- and off-line marketing activities are needed
- Korea Health Supplements Association started to publish the magazine ‘Health Supplements Today’ to boost communication within the industry and to present various interesting content from the local and global market situation to relevant policy information

Results

- An awareness and favorability of health supplements were boosted by introducing the competency and safety of the domestic health supplement products to a variety of consumer groups
- Cooperation with major organizations including the Ministry of Food and Drug Safety and media channels was strengthened with high satisfaction levels
- The recognition and status of the Association was enhanced. And the Association is supporting marketing activities for member companies to promote their products during peak seasons
- ‘Health Supplements Today’ magazine has become an iconic marketing channel for the Association and has served as a key role in boosting communication within the industry