After 1 year of hard work, we could create a product that people use and love. Now its time for Reyhoon to go on a new direction. To act and walk on a new way.

1. 1. Quotes
2. Customer Insight
3. New Concept
4. How to?
5. Communication
6. Team Activity
7. General Code of Ethics
Reyhoon New Way
10. May. 2016
Agenda

2. 1. Quotes
“There is only one boss —
the customer…
and he can fire everybody in the company,
from the Chairman on down,
simply by spending his money elsewhere”— Sam Walton, Wal-Mart Founder
In 1999, Jack Welch was asked the question, “What is
the secret of your leadership in being selected one of
‘the most respected business leaders’ of ‘the world’s
most respected companies’?”
He answered, “Just one. I know where I am going, and all
the employees of GE know where I am going.”

3. 2. CUSTOMER INSIGHT

4. 2.1 CUSTOMER VALUE
• Customer Needs based
Segmentation
• Grasp potential
attributes of Target
Segment
• Measure Trade-off of
these attributes
• Product and Brand
positioning
• Deploy integrated
Sales/Marketing
activity with goal of
maximizing Channel
engagement and
Customer value
Consumer, shopper, customer insight
• Maximize Customer
Emotion Satisfaction
through feedback
from channel, user,
CS, etc.
GO-TO-
MARKET
Monitor/
Evaluation
• Insight based
Product Definition,
Development,
and Launch
NPI
(New Product
Introduction)
Define Develop Launch
STP
(Segmentation,
Targeting,
Positioning)

5. 2.2 CUSTOMER VALUE
Brand personality
Refreshing brand that gives
you delightful surprised
through various expressions
Modern and refined
sophistication that is not too
formal or serious
“Reyhoon is a refreshing brand that makes you feel sophisticated”
Brand positioning
• Sophisticated and refined
• Trend Creation
• Not too futuristic
• Not classic but modern
• Not sticking out but
standing out
• Creation through synergy
• Fluid response to changes in
Consumer Needs
• Providing creative solutions
• Having customizing ability
• Intuitive and Insightful
• Essential fundamental
• Simple and easy to use
• In line with newest
Technological progress

6. 3 CUSTOMER VALUE – Needs based segmentation
• Gender, age,
ethnicity
• Job, income,
education
• Family size
• Living area
• Key buying factors
(Design, Function,
Price, Brand, A/S,
etc)
• Major quality
attributes considered,
etc
• Brand decision
timing
• Purchase Product
volume, size
• Purchase frequency
• Purchase location,
etc
• Brand Loyalty
• Brand Preference
• Brand Image, etc
• Product use type
• Trend seeker
• Important value
sought
Segmentation must consider various variables.
- Major customer needs and attitudes are the key to discovering customer insight
Lifestyle
Brand Attitude
PurchaseBehavior
Population
survey
factor
Custom
er
Needs

7. 4 CUSTOMER VALUE – Finding Consumer Insight
Find out potential Customer Needs through new and various skills
• When needing to
measure,
analyze, and forecast
market
• When needing the ‘what’
and ‘how many’
• When needing to
understand
the market rather than
measure it
• When needing the ‘how’
more than the ‘why’
• Observation study
- Shadow Tracking,
Video Ethnography
• Home visits
• Focus Group Interview
• In-Depth interview
• face to face interview
• Telephone interview
• Web survey
Qualitative study Quantitative study

8. It starts from employees and spreading into the company as its culture.
CompanyCompany
ManagementManagement
TeamsTeams
individualindividual Code of EthicsCode of Ethics
CultureCulture
SystemSystem
3. CONCEPT OF NO.1 Reyhoon

9. 3.1 CONCEPT OF NO.1 Reyhoon
The Customer can completely trust Reyhoon
To Investors, the most attractive Reyhoon
Talented people want to join Reyhoon
Competitors finds formidable, but wants to lear
from Reyhoon
No. 1 Reyhoon purposes to be recognized
as a true leader in the market

10. 4. How to? Is just Change
Management
Engage
Stakeholders
Engage
Stakeholders
Envision
the Future
Envision
the Future
SeeSeeDoDo
Set up Team
/Action Plan
Set up Team
/Action Plan
Define
Problems
Define
Problems
Analyze
Causes
Analyze
Causes
Develop
Action
Items
Develop
Action
Items
ImplementImplement
Review
Results
Review
Results
PlanPlan
Project
Management
Project
Management
Change
Management
W/S
Change
Management
W/S
Clarify
Change Needs
Clarify
Change Needs
Design &
Implement
Change Program
Design &
Implement
Change Program
Internalize
Change
Internalize
ChangeChange
Management
Change
Management
When Does Change Management start?
How can we use Change Management activities for project
success?

11. 5. 3 Elements of Communication
1. FAST
Reply, respond and answer as soon as possible (within 24 hours). If you
cannot reply on
time, at least provide the reason why you cannot fully reply yet, providing
details of when
you can.
2. ACCURACY
When communicating with others, the content must be fact based,
highly objective
and precise.
3. EXECUTION
Do not only speak, but make sure to execute the
discussed/consented/agreed matter and demonstrate the visible
progress.
The only way is to communicate together.

12. 5.1 4 Steps of Communication
1. OPENNESS
An honest person, who is willing to accept other people’s opinion, is often
respected.
The person should be able to talk frankly about his/her own weakness and be
transparent (not
hide their true mind behind a smile).
2. SINCERITY
Always try to think from the other person’s perspective, seek to help with
genuine sincerity by
being humble and honest.
3. INFORMATIVE
A person should be judged by others as being knowledgeable and experienced ,
rather than by
self evaluation, then others will believe and trust his/her words and learn from
them.
3. A MAN OF WORD
Do not break or forget a promise/decision made with other people. To gain other
people’s trust,
keep the made promises and they will be consistently convinced and supportive.

13. . PREVENTING TEAM ACTIVITY – lack of participation ?

14. 6.1 EFFICIENT TEAM ACTIVITY
o Choose your reaction after carefully listening to team members
o Be aware that most of people have different opinions on most of matters
o Do not give others as the form of things that you don’t want to take
o If you are even a little curious, ask others to tell you it clearly
o Make a decision through the consensus of all team members on important
issues and matters
o Judge based on the objective grounds. Assumption is dangerous
o Clarify your scope of role
o In addition, clarify how you can harmonize with the roles of other team
members
o Understand people have different communication styles or words used to
explain something

15. 6.2 TEAMWORK BENEFITS
Why is Teamwork Important and relevant at work?
Initial
Benefits
Which
means….
Which
means….
• Higher Productivity
• Increased Creativity
• Retention of talent
• Regular Communications
- between individuals
- between departments
- Increased knowledge
and biz perspective
• Motivated employees
- Positive, efficient work styles
- Commitment to goals
Faster execution to realizing the vision of Reyhoon
• Conflicts removed
• Mutual respect
• Mutual understanding
• Trust
• Good working environment
• Strong team bonds
• Realising one team goal

16. 7. General Code of Ethics
Don’t
xxDamageDamage
customercustomer
valuevalue
xxOthersOthers
xxReceiving rewardsReceiving rewards
fromfrom
interest partyinterest party
xxUnjust receivingUnjust receiving
sharesshares
xxManipulationManipulation
of doc/figure &of doc/figure &
false reportingfalse reporting
xxLeakage ofLeakage of
confidential dataconfidential data
xxIllegal, unjust useIllegal, unjust use
of company assetsof company assets
xxUnfairUnfair
competitioncompetition