Consumers usually purchase products based on their needs or to try something new that they’ve never experienced. Therefore, this type of consumption generally stems from inner desire. However, many consumers are influenced by external factor such as marketing in modern society. A lot of marketing brings consumers to a conclusion that generates desire for consumption and consumes in effect easily. In other words, marketing is a sales promotion strategy based on market research. There are lots of products and marketing techniques in 2023 and they’ve been catching our eyes until recently. Most of all, vegan marketing, zero marketing, and large-capacity marketing methods have attracted attention, so it’s important to examine the characteristics of these marketing methods.

 More VEGAN 

 We usually call someone who never eats meat a ‘vegetarian’. Today, the belief of veganism has become very common. Veganism is a way of life that refuses to partake in the exploitation of animals in every aspect of life beyond not eating animal products such as meat, fish, eggs, and milk products. In the past, vegan products were only important to vegans. However, as environmental problems have emerged, consumers pursue healthy lives through a vegetarian diet, and consequently veganism is positioned as a consumption trend. However, some people question the quality of vegan products. In spite of these biases, a number of major companies are enthusiastically participating in vegan marketing by developing many vegan products such as vegan burger at Lotteria and vegan pizza at Papa Johns. This trend goes beyond food. By diversifying vegan products like vegan cosmetics without animal materials, the number of consumers who are not vegetarian but desire these products for their health and environment are increasing. Recently, there is a virtuous circle in vegan marketing because more and more people are becoming interested in vegan foods. Therefore, Pharos expects vegan products to gain in popularity as more people purchase them as a part of their regular shopping routine.

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 More ZERO 

 When we eat food, we sometimes can't freely eat the food we want because of calorie concerns. Therefore, products with zero calories may attract consumers' attention. A typical example is Coca-Cola zero sugar, which entered the market in 2016. People who try to lose weight are thrilled because this cola has almost zero calories and uses artificial sweeteners without sugar. In addition, “zero products” which exclude harmful ingredients such as zero fat, zero cholesterol and zero caffeine are attracting attention from various consumers. Then, why are consumers so enthusiastic about zero products? It is because they meet the needs of consumers who want to eliminate harmful substances and find ways to enjoy the same product in a healthy manner. With the advent of "Healthy Pleasure," in which someone wants to be healthy without compromising happiness, this trend in healthy products has developed. Thanks to this, zero marketing has also been effective. That said, zero sugar soju creates an illusion for consumers compared to other marketing. Unlike regular soju, zero sugar soju is sweetened through sweeteners rather than sugar and has no fructose. However, since the calories of soju are caused by alcohol, there is virtually no difference in calories from conventional soju. It is a marketing method that creates an illusion for consumers who are fixated on the word “zero”.

 More BIG 

 On the flip side of zero marketing, which is a way to eliminate harmful ingredients, there is a large-capacity marketing method that doubles the existing amount of something available in products. Large-capacity marketing can be divided into two methods: reflecting customer complaints and applying them, and product promotion through influencers and SNS trends at the same time. However, why should buying high-capacity products attract consumers' attention? Large-capacity products have advantages in that not only is the amount increased but also the price is reasonable compared to normal-sized products. Therefore, it is inevitable that consumers who are pursuing cost-effectiveness living in the era of high prices will be attracted to this marketing style. In addition, it is possible to promote products that have not been experienced before on SNS and aim for viral marketing effects. This can maximize the marketing potential of the product. However, if such a viral effect fails to attract customers, large-capacity marketing will not work, so products should be developed so that customers can respond to the large-capacity increase of existing products.

 Previously, the consumption trends and marketing methods that dominated 2023 were introduced through three marketing methods that made use of SNS and the current social atmosphere. The thing that have in common is smoothly utilizing social networks. Pharos hopes that readers will reflect upon how much these marketing methods have been felt in our lives and look forward to diverse products being released next year. 

79th Reporter • KIM JAE SEOK • jaiystone@gmail.com

79th Reporter • YUN SI O • ysbcindy1026@naver.com