Daewoo. Using research to build a brand, not just assess it.

Rachel Walker, Duckworth Finn Grubbs Waters Ltd, United Kingdom,
and
Phil Garthside, Daewoo cars, United Kingdom.

INTRODUCTION

Conventionally, market research is used to assess a brand's performance. The role of this paper is to look at market research in a different way – to see it as a building block in a brand's development.

DAEWOO'S BEGINNINGS IN THE UNITED KINGDOM

Although Daewoo has had remarkable success in the United Kingdom, being awarded a host of awards including Marketing Society's 1995 durables brand of the year, Campaign's 1995 advertiser of the year, the DMA's direct marketing campaign of the year, and two IPA advertising effectiveness wins in 1996, the brand had inauspicious beginnings.

Daewoo was the fourth Korean entrant into an already crowded market, with unexceptional cars, and had been set an unparalleled sales target by the parent company. The initial target was to reach 1% of the market within three years, this was later revised to 1% within one year. To put that into context, see Table 1.

TABLE 1: CAR MARKET IN THE UNITED KINGDOM

Marque

Years since launch into the United Kingdom

Current annual market share

Volvo

39 1.9

Mazda

26 1.4

Hyundai

15 1.1

Proton

10 0.4

Kia

6 0.3
Source: SMMT, June 97

Daewoo needed to be radically different