모카골드 팝업스토어에 나타난 공간형 콘텐츠 연구

Abstract

Mocha Gold by Dongsuh Foods Corporation has maintained the top spot in the domestic coffee market for 30 years. However, the brand promoted experience marketing pop-up stores, where consumers can experience Mocha Gold, in order to improve the brand image due to deteriorating brand image. Therefore, the aim of this study is to explicate the presentational strategies of Mocha Gold pop-up stores, where space-based contents are applied. The subject of this research was five Mocha Gold pop-up stores. In terms of research method, elements of space-based contents such as design contents and program contents were qualitatively analyzed. Based on this, focus group interview was conducted with experts to quantitatively evaluate the properties of space-based contents, such as identity, complexity, sensibility, experientiality, and relationship, and visualize them with a diagram. The research findings are as follows: First, in a space that lacks correlation with coffee, design contents are showing unique value to consumers with contents that overturn consumers’ fixed ideas and through genuine differentiation of moving away from uniformity with competing brands. Second, program contents stimulate consumers' emotions and desires through storytelling that reflects analog sensibility and provide the opportunities for consumers to personally participate in the program contents provided by the brand. In addition, they provide a new framework of thinking by delivering messages socially and expanding ideas. Third, in response to the changing lifestyle and eye level of consumers, the properties of space-based contents provide them the opportunity to expand their experiences the characteristics unique to the brand.