Company Profile

Company Profile
P&B INTERNATIONAL
P&B INTERNATIONAL CO., LTD.
COMPANY PROFILE
P&B INTERNATIONAL CO. LTD.
15-1 Ssangnyeong-ri, Gwangju-si,
Gyenggi-do, KOREA
TEL : (82) (31) 768 8541
FAX : (82) (31) 768 8544
P&B INTERNATIONAL
OFFICE
P&B OFFICE (Gwang Ju, KOREA)
P&B INTERNATIONAL CO. LTD.
15-1 Ssangnyeong-ri, Gwangju-si, Gyenggi-do, KOREA
P&B INTERNATIONAL
P&B INTERNATIONAL
ORGANIZATION CHART
CEO
사장
Managing Director
전무
Management
Department
관리부
Sales Department
영업부
Finance/
Accounting
경리부
Outlet, Department
Store Management
아울렛 사업부/매장관리
Human resources/
General affairs
인사관리부
Sales Promotion
판촉부
• Accounting management
경리부
• Human resources/
• General affairs
인사관리부
• Sales support
영업지원
Sales support
Management
영업지원
• Sales and alliance 영업
• Managing domestic
국내생산 관리
• and foreign sales
해외생산 관리
• Sales strategy판매 전락
• Sales planning영업기획
Merchandise
Department
구매, 기획부
Marketing Department
마케팅 부
Women’s wear
여성복
Marketing planning
홍보 기획
Men’s wear
남성복
External cooperation
외부 협조
Accessories
악세사리
Quality management
품질관리부
• Fashion Design development
패션, 디자인 기획
• Functional fabric development
원단 개발
• Pattern development /
• Quality control Management
•패턴 개발 및 품질 관리
• PR and marketing
홍보
• Promotion development
판촉 개발
• Golfers support and
• management
선수 지원 및 관리
CUTTER & BUCK
[커터 & 벅]
정통 아메리칸 고품격 골프웨어, 골프여제 애니카 소렌스탐이
입는 미국 No.1 High-end Golf 브랜드입니다.
Cutter & Buck, the authentic and luxury American golf wears,
is a high-end Golf Brand that Annika Sorenstam,
the world best golfer, enjoys wearing.
 ABOUT CUTTER & BUCK
(Brand Introduction)
American Luxurious GolfWear – Cutter & Buck
 Cutter & Buck was born in 1989 for High income group.
 CUTTER & BUCK은 1989년 미국 내 고소득층을 겨냥한 토탈 골프웨어 컬렉션
으로 탄생 하였다.
 It is only sold in prestigious golf shop & resort, and also it is
known as unique brand to the middle class.
 전 세계 유명 리조트와 명문 골프장 프로 샵에서만
판매되어온 CUTTER & BUCK은 고품질과 독특한 디자인의 브랜드로 주로 중상류
고객층에 널리 알려져 있다.
 Cutter & Buck made a contract with Annika Sorrenstam and the
separated Annika Sorrenstam line has good reaction from market.
 CUTTER & BUCK은 골프여제 애니카 소렌스탐과 후원계약을 맺고 그녀의 이름
을 딴 ANNIKA BY CUTTER & BUCK 라인을 별도로 개발하여 좋은 반응을 얻고
있다.
 Thanks to the success of Man’s Golf-wear, the Women’s Line was
added in 1998, and it has also favorable reaction from market.
 남성 골프웨어의 성공에 힘입어 1998년 여성 라인이 추가됐고, 고급 소재와 간
결한 디자인으로 유행을 따르지 않는 노블레스 층에게 큰 호응을 얻고 있다.
 Now more than 1,000 manufacturers were joined in Cutter & Buck
brand to supply their products, and everyday they are making new
selling record each year.
 CUTTER & BUCK을 공급하는 회사가 미국내 에서만 이미 1,000여개에 이르며,
전문 숍 매출 1위라는 놀라운 매출을 기록해 화제를 낳았다.
 ABOUT CUTTER & BUCK (Brand Introduction )
The logo of Cutter & Buck is consisted of unique typeface & flag, so it is expressing its
own brand identity.
CUTTER & BUCK(커터 앤 벅)브랜드 로고는
CUTTER & BUCK(커터 앤 벅)의 독특한 서체와 심볼인 깃발(CUTTER & BUCK 브랜드의 상징)로 구성되어
CUTTER & BUCK(커터 앤 벅)만의 브랜드 아이덴티티를 표현합니다.
This logo is represent its unique brand identity and it is doing its best so most of our
clients are able to feel its design
Philosophy and company culture
이 로고는 모든 매체에 CUTTER & BUCK(커터 앤 벅)브랜드를 소통시키며 특성을 반영합니다.
이 로고가 찍힌 라벨에서 CUTTER & BUCK(커터 앤 벅)의 디자인 철학, 퀄리티, 기업 문화 등을
느끼 실수 있게끔 최선의 노력을 다할 것입니다.
Brand Concept, Color, Style, Fabric
Concept
Color
New Basically feeling which has Fashion,
Functionality and Practicality including
modernity.
So it could provide our customers a image
of differentiation Multi Coordination
Chic & Clean 패션성 + 기능성과 실용성이 어우러져있는
New Basic한 감각에 Modern 함을 가미하여 차별화된
Multi Coordination을 제안하는 Golf Wear
Connecting with Italy imported items,
all color should be used properly, so all
colors could be making a group.
Using Grouped color, the Brand Identity
could be built
Making luxurious image using bright
and vivid colors.
이태리 수입제품과 연계하여 Color가 그룹핑 되게 전개
및 사용하여 Brand의 Identity를 구축하고, 밝고, 선명한
Color 사용으로 고급스러운 이미지 연출
30 Age Target 45
35~40age
Basic : Using functional material that
is able to represent Original
Golf Wear image.
Women's Apparel : Increase New Basic items
percentage.
Men's Apparel : Casual Style which is included
Funtional material, so
differentiational Golf & Casual
image,
Trend Item : Provide Set item per each season.
정통 Golf Wear의 이미지를 표현할 수 있는 기능성을 부가한 소재를
ITEM별로 사용 하는 것을 기본으로 하고
여성복의 경우는New Basic Item 비중을 늘리며, 남성복의 경우는
젊은 Casual Style에 기능성 소재를 적용하여 차별화된 Golf &
Casual에 충실하며, Trend Item은 Season별로 Set Item 구성을 하
여 제시한다.
Style
Meet customer's needs regarding
Well-Being,
Using Functional material properly,
so customer could feel comfort
ability.
Well-Being에 대한 소비자들의 욕구를 충족시키
고 운동시 쾌적성과 기능성을 향상시킬 수 있는
기능성소재(Stretch, Warm & Dry 방 발수, 기모)
를 적절히 사용.
Fabric
Brand Target
Age Target
 Brand positioning
Prestige
CHERVO BOGNER
ADABAT
DUNLOP
Black & White
Munsingwear
noisynoisy PEARLY GATES
MU SPORTS J-Lindeberg
ELORD
DAKS GOLF Jack Nicklaus PASSARDI
UNDER AMOUR
Wolsey
renoma
PUMA GOLF BEAN POLE
Superior
PING
Lynx NIKE GOLF
Anold Palmer
Callaway
Taylor Made HAZZYS GOLF
Disney Golf
LEEDONGSOO
TREBISE
Ben Hogan FANTOM
GREENJOY MTG JDX
Le coq GOLF
ELLEGOLF
Main : Age of 35~40
Sub : Age of 30~45
Louis Castel
PLAYBOY GOLF
IMPERIAL
LYLE & SCOTT
Elegance Sports
Volume
Concentrate to
prestige consumers
whom know how to
spend money on
reasonable items and
know the trend.
Appleind
Fashion
Produced Items
Sort
TOP
INNER
BOTTOM
Accessories
Item
•
•
•
•
JUMPERS 점퍼
SAFARI JUMPERS 사파리
Windbreakers, 바람막이 Rain-Wear 우비
VEST 조끼
• T-SHIRTS 티셔츠
• SWEATERS 스웨터
• WOVEN SHIRTS 우븐 스웨터
•
•
•
•
Remark
※ Developing as Family Brand after
increase volume
Various items will be added.
(향후 Volume화 후 Family Brand로
성장, 복종 및 품목 추가 예정)
PANTS 바지
SHORTS 반바지
SKIRTS 스커트
CULOTTES 큐롯
• HAT/CAP, BELTS, Socks, Innerwear, Scarf, Muffler
(모자, 벨트, 양말, 내의, 스카프, 머플러)
• Caddy Bags, Boston Bags, Wallets, Other bags
(골프가방, 지갑, 가방 류)
• Neck Warmer, Hand Warmer, Legwarmer
(넥 워머, 핸드 워머, 레그 워머)
• Shoes(Golf Shoes, Snickers), Gloves, Golf Ball
(신발(골프화, 스니커즈), 글러브, 골브공)
※ Making “Total Multi Shop” so
customers are able to make a
purchasement All items except
Suit wear.
멀티샵을 만들어 정장류를 제외한 모든 상품을
고객들이 구입할 수 있도록 구현
Price Strategy of Brand (Korea Area)
 Suggest reasonable price in middle, and high price markets
 Differentiation from other existing Brands
☞ (Functional Fabrics+ Classy Brand image added with casual styles)
 Price distribution of each Items
(Retail price, Unit : USD, 1USD = 1,200 KRW)
Clothing
Item
T-Shirts
Sweater Vests
Sweaters
Jumpers
Pants
Culottes
KRW
39,000~
189,000
49,000~
297,000
79,000~
357,000
119,000~
579,000
89,000~
297,000
79,000~
219,000
Accessories
USD
Item
33~158
Hats/Caps
40~248
Gloves
66~297
99~483
Caddy Bags /
Boston Bags
74~248
Socks
65~182
Belts
KRW
33,600~
89,000
26,600~
110,600
49,000~
413,000
7,000~
12,600
복합매장화
38,500~
61,600
USD
28~74
22~92
40~344
5~10
32~51
Distribution Plan & Status(유통망 현황 및 계획)
• Distribution plan was initiated from 2011 F/W which means 1st Cutter & Buck
shop was opened in 2011 winter season.
CUTTER & BUCK(커터 앤 벅) 매장은 2011년 F/W 시즌부터 유통망 전개
• Based on experience that making Bogner brand as top 3 brand in Korea, we can
use Bogner Infra and planning to make Cutter & Buck brand as successful one
within extremely short time.
한국 골프 시장에서 선두에 있는 보그너를 성장 시킨 경험을 토대로 보그너 인프라를 활용하여 단기간내에 Cutter &
Buck을 성공적으로 안착시킬 계획이다.
• All of the stores are based on Agency
매장은 대리점을 중심으로 유통망 전개
• 100~120 stores will be operated
매장 수는 100개점~120개점까지 운영 예정
• Securing best location for stores is our priority and Focused on collecting shop
owners who has strong selling ability.
지역 안배를 통한 매장 개설 및 좋은 매장 위치 확보, 판매력 강한 점주 확보에 주력
• Achieving Selling amount increase by managing each stores by P&B
International
점의 지속적인 매출의 증대를 통한 이익의 증대를 가져올 수 있도록 점을 관리
Distribution Plans
Kyeongkido
Seoul(capital)
- Echeon
- Deokso
- Pajoo
- GooSeong
-Yeonju
-OhSahn
-PohCheon
- Jukjeon
- Soonae
- Suwonyeongtong
-Pyongchon
-Kimpo
-Ansan
-Bucheon
-Ilsandeoki
-JoongDaeDong
Incheon
- Yangjae
- HapJeong
- MokDong
-SongPa(Olympic)
-Guro(Mario)
Kwangwondo
-Kangreung
-Wonju
-Chuncheon
Chungcheongbukdo
-BuCheon
-SongDo
-Choongju
-CheongjuBoonPyeong
-Jecheon
Chungcheongnamdo
Jeonrabukdo
-Daejeonfashionworld
-Ahsan
-BooYeoh
-Cheonandujeong
-Jeonjumegaworld
-Sejeong
-Iksan
-Jeonjupyeonghwa
-Seosin
-Kunsan
Kyeongsangbukdo
-Seongseo
-Beomuh
-Pohang
-NamCheon
-Chilgok
-Kyeongsan
-Kyeongju
-Andong
-Yeongju
Kyeongsangnamdo
Jeonranamdo
-NamAhk
-Yeosu
-Mokpo
-Kwangjusoowan
-Kwangjuyongbong
Jejudo
-Gujeju
-Sinjeju
-Tongyeong
-Namcheon
-Busanhaewoondae
-Woolsan
-Geoje
-Kimhae
-Jinju
Marketing Plan
• Building B.I (Brand Identity) in a short time : Making aggresive promotion activity from 1st
year to 3rd year
• Focusing on enhance CUTTER & BUCK Brand for customers recognition
• TV Media promotion activity : Supporting TV Drama, Subtitle promotion activity in Golf
Channel LPGA, KLPGA competition
• Enhance collaborated marketing activity with store owners / Securing Brand Royalty through
direct communication with customers
Marketing activity which is based on
accuracy rate
(Focusing on increasing brand
recognition)
VMD Product Education
Sharing information of Marketing
and Promotion
Marketing Plan
Promotion
TV, RADIO, DMB
Promotional
Activity
News Paper, Magazines
Street Promotion
ETC(Supporting golf player
& Uniform)
Printing, Event
Detail
• Promotional activity in TV Drama, Show program for regular
Channel- Subtitle promotion
• Golf Cable TV, DMB Promotion
• Star player Marketing strategy (TV, Supporting PPL promotion
in Movies)
• Commercial activity & Promotion for Collecting stores in Major
news paper of Cho Sun, JungAng, Dong-Ah, Sports
• Enlarging Brand recognition through magazine and interview promotion
(FashionBiz, FashionChannel)
• Golf, Leisure, Travel, Life Culture
• Entrance of Golf Resort & Golf Course Direction Board
promotion
• Friendly Marketing activity connection with Leisure, Culture
• Enlarging Brand Image through developing Professional golf player
• Enhance brand recognition through supporting celebrity apparel
• Supporting Golf Competition by each division and each agent
• Making New & Differentiated Catalogue and company Brochure
• On-Line Marketing Event (Two-way Cable promotion, Website)
• Preparing for Developing Free Gift (3 ~ 4 times Free Gift Event
Progressing)
Future Vision
1 Level
Image delivery
(1~3 year)
1단계 이미지 전달
(1~3년 차)
• Building Luxurious Brand Image
브랜드 이미지 고급화 고객 이미지 구축
• Golf & Sportical and Casual image
골프 & 스포티 캐쥬얼 이미지 VOLUME化의 초석
2Level Increasing
Volume
(4~5 year)
• Enlarging Brand Market Share percentage, Leading Sportical and Casual
market
2단계 VOLUME 化
(4~5년 차)
• Enlarging CUTTER & BUCK Brand image, Making brand image as Family
one.
브랜드 시장 점유율 확대 VOLUME化 스포티 CASUAL 시장 선도
CUTTER & BUCK Brand 이미지 확대 FAMILY BRAND化 초석
3 Level
Family like
(6 year~)
• Enlarging style and items as FAMILY brand.
BRAND FAMILY 化 복종 및 품목 확대
• Making Bigger and multi-shop
3단계 FAMILY 化
(6년 차~)
매장 대형화 복합매장 구성
 ABOUT CUTTER & BUCK (Item Introduction)
Product Introduction – Cutter & Buck 2013’F/W
 ABOUT CUTTER & BUCK (Item Introduction)
Product Introduction – Cutter & Buck 2013’S/S
 ABOUT CUTTER & BUCK (Item Introduction)
Product Introduction – Cutter & Buck 2012’F/W
 ABOUT CUTTER & BUCK (Item Introduction)
Item Introduction – Cutter & Buck 2012’S/S
 ABOUT CUTTER & BUCK (Item Introduction )
Item Introduction – Cutter & Buck 2011’F/W
 CUTTER & BUCK MKT 현황
Marketing Activities
 Current Marketing Activities and Plan
→ As a result of Half quarter Marketing activities, Supporting TV Drama activity has highest
promotional effect. Therefore we are planning to focus on TV drama supporting for 2nd half quarter
 Drama Supporting Status(1st Half quarter)
S
 Drama Supporting Status(2nd Half quarter)
Marketing Activities
OhJaRyong is Coming
MBC Daily Drama(19:15)
2012.11.19~2013.5.3 End (120 Episodes)
Synopsis
It’s a story between 1st Son-in-law who has bad intention for
taking
money from his wife’s mom and 2nd Son-in-law who is defencing
Against 1st Son-in-law.
Viewing Rate :16%
Birth of Family
SBS Daily Drama(19:20)
(Mon~Fri)2012.12.5~
(120Episodes)
Synopsis
It’s a story of Family which has
lots of Episode
Of emotional and consecutive
incident.
Viewing Rate:12%
King of Ambition
SBS Drame(Mon, Tue, 21:55)
2013.1.14~2013.4.2
End(24Episodes)
Synopsis
It’s a story of love and betrayal
between a women
who want to be a first lady with
poor back ground
and a man who loves her.
Viewing Rate : 23.1%
Episodes : 24episodes
P&B INTERNATIONAL
Marketing Activities
Half Beast Half Man
MBC Drama (Mon, Tue 21:55p.m.)
2013.04.08~ 2013.6.25End
(24Episodes)
Synopsis
It’s a fantasy story of half beast
half man
who wants to live as human.
Viewing Rate :19.5%
When Man loves
MBC Drama(Wed, Thu 21:55)
2013.4.3~2013.6.6 End (20Episodes)
Synopsis
It’s a story of a man who has fall in love
with his boss’s woman
Viewing Rate:12.1%
Wonderful MaMa
SBS Drama (Sat, Sun 20:50)
2013.04.13~ (50Episodes)
Synopsis
It’s a comic drama about this
Family who always live with
positive
Mind. Drama brings a
consolation to
People in present.
Viewing Rate :7%
P&B INTERNATIONAL
Marketing Activities
Empire of Gold
SBS Drama (Mon, Tue 22:00p.m.)
2013.07.01~2013.09(24Episodes)
Synopsis
It’s a family political drama which is
Happening in 1990.
Viewing Rate:9%
Two Weeks
MBC Drama (Wed, Thur 22:00p.m)
2013.08.07~2013년9월 (16부작)
Synopsis
There is a someone who is
spending meanless days, and his
daughter is having illness….
 Viewing Rate:8%
Secret
KBS Wed/Thu at 22:00
2013.Sep.25~2013.Nov (16 Episode)
Synopsis
A man who believe there is no love and a women
who betrade her fiance, this is the story of their love
P&B INTERNATIONAL
Marketing Activities
J Golf Channel Subtitle Promotion
2013 LPGA (Internal Open Only) Golf Channel
Date : 2013.02~2014.02
Magazine Advertisements
Fashion Biz
-Date: Processing yearly
Fashion Channel
-Date: Processing Yearly
Luna Golf
-Date: March ~ May
Marketing Activities(Fashion Magazine)
2013’S/S Fashion Channel Page
(June)
2013’F/W Fashion Channel Page
(October)
Fashion Biz
-Date: Processing yearly
Fashion Channel
-Date: Processing Yearly
2013’S/S Cover Page of Fashion Channel (July)
Luna Golf
-Date: April
P&B INTERNATIONAL
Marketing Activities(Supporting Player)
커터&벅 후원 골프 선수
Seul-Ah, Youn
*Starting year as professional golf player: Aug 2005
*Main Issues
-2012 KLPGA Tour Hite JinRo Championship winner
-Woori Investing Ladies Championship winner
-2nd ranked in SBS Hidden Valley tour
-2nd ranked in KimYoungJu golf KLPGA tour of 2009
-3rd Ranked in Charity Ladies open of KLPGA tour High One Resort Cup of 2009
*2012 Ranking
Ranking
Rewords(KRW)
Winning No.
Participated
Competition Game
No.
15
212,410,893
17
19
P&B INTERNATIONAL
Marketing Activities(Supporting Player)
커터&벅 후원 골프 선수
Hee Won, Jeong
* Starting year as professional golf player: September, 2008
*Main Issues
-2012 Metro Life Korean Economic News Paper KLPGA Championship 1st place.
-2012 Hite JinRo Championship 3rd place.
*2012 Ranking
Ranking
Reword(KRW)
Wining No
Participated
Competition
Game No.
8
263,560,930
1
19
Woo Hee, Lee
* Starting year as professional golf player: June, 2009
* Main Issues
-2011년 KLPGA Hanhwa Financial Classic 17th place
*2011 Ranking
Ranking
Reword(KRW)
Wining No
Participated
Competition
Game No.
61
50,670,714
12
16
P&B INTERNATIONAL
Marketing Activities(Supporting Player)
커터&벅 후원 골프 선수
Seong Woon, Lee
* Starting year as professional golf player: September, 2008
* Company : BC Card
*Main Issues
-2012 Woori Investing Ladies Championship 4th place
-Winner of Dream Tour Competition 2011
*2012 Ranking
Ranking
Reword(KRW)
Winning No.
Participated
Competition
Game No.
51
57,066,250
9
19
Han Na, Jeong
* Starting year as professional golf player: June, 2010
*Main Issues
-2012 KLPGA MooAhn CC Cup Dream Tour Round of 15 2nd place
-2011 KLPGA MooAhn CC Cup Dream Tour Round of 12 4th place
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