Cause Marketing Campaign

Client: Paldo World (Lakewood)

Associate with: yKAN (Young Korean American Network

Paldo World is a hugely popular

niche grocery. It provides groceries, snacks, household items, cell phones, make-up, videos, fashion, and has Asian restaurants/a bakery inside, all marketed towards Koreans first, Asians second. Because this store is such a popular niche grocery, they rely on traditional word of mouth to bring their customers to them. A person who is looking for quality Korean/Asian items will

hear about Paldo World. Their success is based on the quality of their products for a good price.

yKAN's mission is "to elevate Korean-American professionals through educational programs, community service, and networking opportunities. They also address issues of the community and provide forums as the outlet for the sharing of experiences and challenges. Their main goal is to create a better standing for the Korean American community and open doors to opportunities for current and future generations."

This association makes sense, because Paldo (although successful) is running under a very traditional marketing technique. They rely on print ads and traditional word of mouth to supply them with new customers. I looked for a website and they didn't even have one! I believe that if they were to associate themselves with yKAN and create a website for themselves, this Paldo World grocery will become an even bigger part of the Korean community. The new site opens the grocery up to new possibilities (they can use social media like facebook to organize educational/cultural/networking events with yKAN). All potential customers, searchers of quality groceries, and those who want to connect with the Korean community can use the website to learn more about the direction, mission, and purpose of the regional Paldo World grocery.