ANALYSIS OF PRODUCT PLACEMENT AS A GLOBAL MARKETING STRATEGY OF SUBWAY SANDWICH IN DRAMA MY ROOMMATE IS GUMIHO

Gabrielle Efan Hayatya Dewi; Resa Rasyidah

doi:10.21009/JRMSI.016.1.8

Authors

Gabrielle Efan Hayatya Dewi penerbitan akademis
Resa Rasyidah

DOI:

https://doi.org/10.21009/JRMSI.016.1.8

Keywords:

Global Market Strategy, My Roommate Gumiho, Product Placement, Subway Sandwich

Abstract

Subway is a fast food restaurant from America that uses a franchise concept. This study aims to determine the Product Placement used by Subway Sandwich as a global marketing strategy in the Korean drama My Roommate is Gumiho. In this study, the author uses a qualitative method in social phenomena by collecting data from news, journals, articles, dramas, and books to find evidence that follows product placement and global marketing strategies. However, this study focuses on analyzing Korean dramas and news articles. The findings of this study will produce a division of product placement dimensions contained in the drama My Roommate is Gumiho. The result of this study is product placement carried out by Subway in the parts contained in the drama My Roommate, which means international audiences can increasingly recognize Subway products.

References

Abbasaliyeva, V. (2021). ANALYSING THE MARKET SHARE OF GLOBAL FAST FOOD RESTAURANTS: CASE OF MCDONALD’S IN TURKEY. 3-12.

Ahn, K. H. (2013, October 26). 드라마 PPL 보면 ‘車 속내’ 보인다. Retrieved from 경향신문: https://www.khan.co.kr/economy/auto/article/201310260945511

Alon, I., Jaffe, E., Prange, C., & Vianelli, D. (2020). Global Marketing Strategy, Practice, and Cases and Cases . London : Routledge.

Berkman, S. (2021, Maret 14). Korean TV’s Unlikely Star: Subway Sandwiches. Retrieved from The New York Times: https://www.nytimes.com/2021/03/14/business/media/subway-product-placement-korea.html

Chae, M. J., & Sun, H. J. (2013). TV Product Placement in Korea. Journal of Promotion Management 19 (1), 54-75.

d'Astous, A., & SeÂguin, N. (1999). Consumer Reactions to Product Placement Strategies in Television. European Journal of Marketing Vol. 33 No. 9/10, 896-910.

Ekmekçi, A. K. (2010). The importance of product positioning and global branding for sustaining competitive advantage within the companies’ global marketing strategy. Chinese Business Review, Volume 9, No.4, 19-22.

Fauziah, H., & Susanto, A. (2023). The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich. International Journal of Science and Business Volume 19, 128-140.

Hassan, S., Craft, S., & Kortam, W. (2003). Understanding new bases for global market segmentation. Journal of Consumer Marketing 20 (05), 446-462.

Herald, E. (2024, April 10). '백현우 스포츠카 멋져요!'…눈물의 여왕 '시청률 대박'에 벤츠도 함박웃음 [여車저車]. Retrieved from Nate News: https://m.news.nate.com/view/20240410n03850

Herningtyas, R., & Wardhanny, F. D. (2020). Korean Drama Liberalization?: Political Economy of Product Placement Legalization for Foreign Companies in South Korea. Advances in Social Science, Education and Humanities Research, volume 518, 134-135.

iQIYI (Director). (2021). My Roommate is Gumiho [Motion Picture].

Kim, B. (2024, March 24). [영상] “샌드위치가 왜 두 갠줄 알아요?”…써브웨이의 ‘마이웨이’ [어! 그거]. Retrieved from (주)헤럴드: https://biz.heraldcorp.com/article/3355001

Kim, J. h. (2022, May 19). Subway Korea appoints former Outback Steakhouse CEO as new head . Retrieved from Korea Times : https://www.koreatimes.co.kr/www/tech/2024/09/129_329445.html

Kim, M. H. (2018, July 21). TV속 그 제품…도미노피자, tvN 수목드라마 ‘김비서가 왜 그럴까’ 제작 지원. Retrieved from 오늘의 재정: https://www.ftoday.co.kr/news/articleView.html?idxno=101382

Koh, C. Y. (2021, October 19). 21년 전 망한 샌드위치 가게 부활시킨 인도네시아 ‘K드라마’. Retrieved from News Naver: https://n.news.naver.com/mnews/article/469/0000635856?sid=104

Lee, D. C. (2024, October 29). 써브웨이, 글로벌 QSR 브랜드로 한국 내 600호점 돌파. Retrieved from Tenant News: http://tnnews.co.kr/archives/210315?ckattempt=1

Lewis, R., & Garnett, A. G. (2024, Juni 20). Subway American restaurant chain. Retrieved from Encyclopædia Britannica Money, Inc.: https://www.britannica.com/money/Subway-restaurant-chain

Lin, L. S. (2021, July 28). My Roommate Is A Gumiho Finale: What We Loved & What Could’ve Been Better. Retrieved from The Smart Local Korea: https://thesmartlocal.kr/my-roommate-is-a-gumiho-finale/?

Noh, S. W. (2022, October 07). 써브웨이 점포당 매출 韓이 1등…K드라마 PPL로 대박. Retrieved from 매일경제: https://www.mk.co.kr/economy/view.php?sc=50000001&year=2022&no=886609

Oh, E. (2016, September 02). Subway International Korea. Retrieved from Invest Korea: https://www.investkorea.org/ik-en/bbs/i-468/detail.do?ntt_sn=466332

Onkvisit, S., & Shaw, J. J. (2009). International Marketing Strategy and theory fifth edition . New York : Routledge Taylor & Francis .

Redondo, I., & Bernal, J. (2020). HOW IN-FILM PRODUCT PLACEMENT STIMULATES FAST FOOD CONSUMPTION IN DEVELOPING COUNTRIES. Interciencia, vol. 45, 28-35.

Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research Volume 25, 357-362.

Russell, C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory And Attitude. Journal of Consumer Research Vol. 29, 206-315.

Schlosser, E. (2012). Fast Food Nation: The Dark Side of the All-American Meal. Houghton Mifflin Harcourt.

Shastri, A. (2021, September 23). Comprehensive Business Model of Subway - Digital Presence Included. Retrieved from IIDE The Digital School: https://iide.co/case-studies/business-model-of-subway/

Subway. (2024). The Subway Story. Retrieved from Subway: https://www.subway.com/en-us/aboutus/history

Syahputra, E. (2022, December 06). Sering Muncul di Drakor, Penjualan Kopiko Naik Drastis. Retrieved from CNBC Indonesia: https://www.cnbcindonesia.com/news/20221206134953-4-394221/sering-muncul-di-drakor-penjualan-kopiko-naik-drastis

Wekke, I. S. (2019). METODE PENELITIAN SOSIAL. Yogyakarta: Penerbit Gawe Buku.

Williams, K., Petroski, A., Hernandez, E., & Jr, R. P. (2021). Product placement effectiveness: revisited and updated. Journal of Marketing Management and Research, 3-6.

World, P. R. (2024). Subway Restaurants by Country 2024. Retrieved from World Population Review: https://worldpopulationreview.com/country-rankings/subway-restaurants-by-country

X. (2021, July 30). Retrieved from X: https://x.com/ByWhispers/status/1420933528141791233?t=Sii2b-qIXIYL484dYWR8yw&s=19

X. (2021, August 31). Retrieved from X: https://x.com/CaratExolAtiny/status/1432470219281379328?t=Sii2b-qIXIYL484dYWR8yw&s=19