| Abstract |
| Korean `Kimchi` as healthy fermented food is attracting attention by adopting international standard CODEX and Korea assumes a new aspect as the orignal country of Kimchi. Considering at this point when it`s necessary to develop new Kimchi products which can appeal to current consumer`s various needs of taste, health and function, it`s inevitable to perform strategic approach to develop and merchandize traditional and tasty Jellado Kimchi in order to brighten the future of Korean Kimchi industry. Jellado has a competitively advantageous position for the development of Kimchi industry because jellado has been considered as the home of traditional taste and also it has an advantageous opportunity to distribute and sell Kimch through Kimchi festival which is unique and held only in this province. "Gamchilbegi" as a co-brand of Jella province has been born by Kimchi industry promotion unit of Gwanju and Jella province which has been established as a part of `Regional Innovation Specialized Business` by the Dept. of Korean industry and resource since 2004. From the beginning, several local Kimch manufactures have joined for producing traditional Jellado Kimchi of co-brand "Gamchilbegi". However, there have been many problems like small scales of joined manufactures, inconsistent quality management caused by the lack of understanding of co-brand and low quality package for consumer convenience. From this perspective, this study newly defines the role of "Gamchilbegi" as a co-brand of Jellado Kimchi. Then based on this, we developed differentiated and successful package strategy against large corporations for suggesting revitalization method of Korean Kimchi industry. |
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| Key Words |
| Jellado Kimchi, Brand, Package Design |
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