| Kimch is one of representative food of Jella province. As to Kimch, Gwangju City opens `Kimch Festival` every year which is sole and largest scale in Korea. This `Kimch festival` not only makes a good opportunity to inform superiority of `Gwangju Kimch` to more than a million domestic and internatiional consumers but also gives a selling chance of Kimch to festival participnats. Actually, more than 15 Kimch?making teams take part in Kimch?making competition in the every festival and give festival participants chances to try and purchase Kimch Therefore, Jella Province is considered to have prioirty of development of Kimch industry in two aspects; consumer`s perception of `hometown ` of tastes and `opportunity` to distirbute and sell Kimch through `Kimch festival`. Unfortunately however, no power brand of Kimch has been developed in Jella province so far in spite of those kinds of merits in Kimch industry in this area. Therefore, it is necessary to perform strategic approach to niche market which is different from traditional Kimch market by stimulating consumer`s purchase intention through differentiated brand cultivation based on development of new Kimch items and epochal improvement of existing packages. Actually, many companies are carrying out success not through tastes but through strategic package design attacking niche market. For example, `Kkoma Kimch` and `triangle seaweed?rice roll` are representative cases of successful brand not through tastes but through strategic package design attacking niche market Therefore, The purpose of this study is to develop successful `Gwangju Kimch brand` combining `hometown of tastes` and superiority of `Gwangju Kimch festival` through developing differentiated brand design by creating new `Kimch items` based on analyzing consumer`s needs of niche market and improving existing packages representing charatceristics of new items effectively |
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