Marketing promotions and events to drive back-end-year sales

Retailers are pushing discount promotions and other marketing events ahead of Pepero Day and the CSAT, aiming to lift a sluggish market. Companies have organized a variety of events in the second half to turn around weak performance.

Lotte Wellfood expects the fourth quarter to be largely driven by Pepero sales in November, with profits for the year hinging on that period. To engage with Millennials and Gen Z, this year the company ran a Stray Kids-themed “Find the Pepero hidden by Stray Kids” promotional train on Seoul’s Subway Line 2. In addition, it has debuted a range of commemorative packaging for Pepero Day.

SPC Baskin-Robbins released a new product ahead of Pepero Day in collaboration with Haetae’s Pocky. Namyang Dairy’s Instagram promotion offers giveaways of “Choco Emong” and “Matcha Emong,” with followers tagging family and friends in the post and commenting with products they’d like to share. Nationwide CSAT-related promotions are also prominent. Starbucks Korea unveiled a chocolate item that helps students conveniently boost their energy, and from CSAT day on the 13th to the 16th, will run a four-day 30% discount on beverages for CSAT takers. Paris Baguette launched the CSAT Gift Set with the message “One bite and your light will shine.” It also offers CSAT-themed treats, including colorful glutinous rice cakes with fillings like red bean, sweet potato, and peanuts, along with chewy rice cakes paired with walnut candy and a rich chocolate flavor.

SPC Group’s La Grillia is offering a free BBQ rib platter (43,900 won) to CSAT-taking students who present their CSAT admit ticket when ordering main dishes through the end of the month. Bonjuk & Bibimbap is selling items such as Bulgogi Octopus Rice and Beef Vegetable Rice at a 20% discount via KakaoTalk Gift. An industry official noted that this year’s exchange rate and rising commodity costs have continued to weigh on earnings, and that Pepero Day and CSAT promotions could help recover from the previously weak results.