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“They may have been when they first introduced the
iPod. Clearly this caught the music industry by surprise.
But today all eyes are on Apple all the time. Although
they may know some things about product design and
customer needs that are not apparent to competitors
outside their traditional markets. So a stealth move by
Apple would not be out of the question.”
Michael H. Zack, Business professor at Northwestern University
While Philadelphia Cream Cheese enjoys
Near monopoly at cream cheese market,
Got threatened by stealth strategy
By natural cheese market on growth

“Let’s just go out and eat something”
“I eat out often because I’m bad at cooking”
“For me, home is mostly for sleeping”
“I’ve got no time to cook at home!”

Make it easy and Get nuts
IMC Goal
Building impressive brand image
About convenience of Philadelphia Cream Cheese

Make it easy, Get nuts
PCC: Abbreviated word of Philadelphia Cream
Cheese

[ ]
In the calm room, A man cook with
Philadelphia Cream Cheese
Eating food with PCC and say “Easy” and
“Tasty” repeatedly
In the last scene, the model with PCC says
“Philadelphia Cream Cheese, Easy and
Tasty”
1. Make an image about PCC in to people’s
Perception
2. Make that image very strongly
뚝딱만들고 홀딱반하다
With wooden face,
A model put PCC on the pot and say
“Easy”
Eating that food and say
“Tasty”
See food and PCC alternately
“Easy, Tasty”xRepeat
“Philadelphia Cream Cheese,
Easy and Tasty”

[ ]
After broadcasting ‘I Live Alone’,
putting an ad about PCC
Promoting ads between cooking
program
Producing next series after posting on
Youtube and Facebook by checking
reaction about the ad
1. By representing a celebrity who
cooks well, people recognize
easiness and tastiness of PCC
2. Activation of Youtube and Facebook
예능프로＇나혼자산다’의 출연진들이 나온다
그리고 이국주의 아침을 보여준다
이국주가 아침 출근 전 식사를 필라델피아
크림치즈를 통해 간편하게 요리한다
이국주가 복스럽고 맛있게 먹는다
특유의 ‘호로록송‘+’뚝딱홀딱송’을 통해
슬로건인 뚝딱 만들어 홀딱 반하다를 광고한다.
다른 출연진들이 “어? 저거 뭐에요?‘”
하며 궁금증을 유발한다.
“아 이거 편해서 요리할 때 자주 써요!” 라고
이국주가 대답한다
Make it easy, Get nuts

[ ]
Choose a bus which will come in 3
minuties
And then shows a recipe which can
make in 3 minutes
After the recipe, a tube PCC come out
to the way out
1. Showing some easy recipes to potential
consumer, We can get an image that ‘PCC is Very
easy’

[ ]
Show some recipes that very easy to
follow at stairs which are in the subway
With QR code, people can save those
recipes
1. Make a perception about PCC (Easy to cook)

[ ]
CREAM
CHEESE
Once it is applied on bread or food, the spoon
got dirty by bread scraps. People always need
a butter knife and sometimes they miss the
knife
To prevent this tiresome, PCC manufactures
tube type container
Let people check recipes by putting QR code on
back of the product
1. Spoons never got dirty by food scraps
2. No need to carry a butter knife and
spoon

[ ]
Setting a vending machine at the end aisle
of the market
By using vending machine, log on to
Facebook and click Like button on PCC’s
official page, people can get sample
Philadelphia Cream Cheese
Offering ‘Handy Recipe’ by QR code on the
back of the product
1. Reinforcing SNS through vending
machine
2. Promoting recipes and logo song
3. Promoting squeeze PCC

[ ]뚝딱만들고 홀딱반하다 뚝딱만들고 홀딱반하다
132,416 4,311
103,145 1,215
90,102 940
89,310 1,104
71,391 514
61,515 311
Enroll recommended recipes
Enroll personal recipes and getting
recommendations
Keeping best recipes for themselves
Cookbook:
Zone:
my zone:
1. Create diverse recipes by networks
2. Making PCC’s community
Using QR code

[ ]
One person household people are too busy to
take care of every meal
Selecting one person household customer
randomly and a famous chef who is also
PCC’s model will cook easy, quick breakfast
using PCC.
1. Building image of convenience product
2. Aggressive marketing to come up
customers
3. Expecting to enhance corporate image as
it is marketing for customers

Made a house which is consisted of Bread of
Paris Baguette and Cream Cheese of PCC
In there, customers can make their convenience
food by bread and cream cheese
Make a photo zone for SNS
Make it as an attraction for advertising
[ ]

[ ]
Holding a contest that considers our main value
(simplicity/accessibility/generality) as core
standard of ‘Make it easy, Get nuts’
Evaluation standard will be ‘Can we make
dishes in 5 minutes’, ‘Will everyone like this dish’
and ‘Can we make it easily’
Winner will be awarded prize money and
participators will get samples
1. Sending our message, ‘Make it easy, Get Nuts’
2. Enhancing customer loyalty by encouraging
customers’ participation
필크치 5분 요리사!

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