무더위 정면 돌파, 컴포즈커피가 꺼내 든 ‘김원훈 카드’와 컵빙의 전략적 행보 > K-wave Trends

The core of this event is Compose Coffee’s ‘skinship marketing’ that celebrates record-breaking sales growth and approaches customers directly. In fact, Compose Coffee's sales of shaved ice this summer more than doubled compared to the same period last year. This explosive demand is precisely in line with recent consumer trends that favor desserts that can be easily enjoyed along with the increase in single-person households. The brand believed that this achievement was entirely due to the love of customers, and planned an on-site free giveaway event as a way to return the favor. The sight of brand model Kim Won-hoon personally visiting the store and delivering shaved ice to customers clearly demonstrates the brand's will to communicate with customers beyond simple promotion.

Compose Coffee's strategy of hiring Kim Won-hoon is considered a very smart choice. By putting a comedian with popular recognition and a friendly image at the forefront, the brand was able to break away from its rigid corporate image and get closer to consumers. The photo session and on-site promotion held at the Seongsu-dong store caught the attention of numerous media and public audiences, and enjoyed a viral effect that quickly spread through social media. Products delivered by faces familiar to the public reduce psychological distance among customers, which in turn becomes a powerful driving force that leads to purchases. In the end, this event can be said to be part of Compose Coffee's meticulous market capture strategy to leverage the influence of celebrities to boost the brand's vitality and take the lead in the summer season.

The excitement of on-site events is now leading to nationwide discount promotions. Compose Coffee did not stop at the offline event, but offered an unprecedented benefit of offering ‘Condensed Milk Watermelon Red Bean Bing’ and ‘Injeolmi Cup Bing’ at a 500 won discount until the 15th. In particular, Condensed Milk Watermelon Red Bean Bing has become a menu optimized for quenching thirst in the summer with the combination of fresh watermelon flesh, sweet condensed milk, and red beans. In addition, Injeolmi Cupbing, which maximizes the flavor by using raw milk from Sangha Farm, is a popular taste that can be enjoyed by people of all ages. This price reduction policy is largely intended to prevent customers from leaving in the fiercely competitive low-price coffee market and to strengthen brand loyalty.

Through this case, we once again confirm that cafe franchises are evolving into ‘spaces that sell seasons’ rather than simply selling coffee. The product line called Cupbing perfectly complements the disadvantage of existing large-sized shaved ice, which is ‘difficult to eat alone’, and precisely penetrates the needs of single consumers who want to enjoy dessert without burden alone. Companies gain an upper hand in the market by analyzing customer behavior patterns and providing products that fit them at appropriate prices and marketing methods. In conclusion, Compose Coffee's actions are a good example of the powerful synergy that occurs when data-based product planning, popular star marketing, and appropriate promotion are combined.