New pride of South Korean photocopying paper 

Can’t we print a bit more clearer? Can’t we think about the environment a little more? Can’t we make it a bit more luxurious? All of these concerns have led to the birth of a compressed result. We will unveil the birth story of miilk, a new photocopying paper that has been born in May, at the peak of Spring thanks to the efforts of many.  

① Giving it a name tag for effective market positioning of miilk.

The starting point of the concern was the consumption market. The rapid digital development has led to an increase in contents output and thus, reproducing clear image had become essential. Besides, the consumer’s awareness on the environment and social responsibility played a part, too. High quality was  of course taken into consideration. As a result of studying about these items, development for a new photocopying paper that would be a breakthrough in the stagnant photocopying market began. And in August 2010, works for brand renewal commenced together with a brand consulting company for an effective market positioning.  

The fundamentally established strategy was that if the consumer had low interest without particularly considering or contemplating about purchasing a product, it was this time to create a name that could immediately be associated with the product’s benefits to assist the quick judgment of customers. As a result of researching various other brands and after a lot of thoughts, the brand ‘miilk’ centered on the emotions and value targeting the end-user is born. By associating the product with milk, a proper noun for cleanliness, healthy and the like, it gained high scores from the perspective that it could naturally increase the consumer’s preference.  

② Captivating the eyes of consumers solely with the design of miilk  

After completing the brand renewal works, another brilliant idea stood out. The most important item at this stage was differentiated policy and in order to create a creative and beautiful design starting from 10 types of product packaging types (packing, box painting etc.) to manual book and CD production, partnership with Lee Jae Seok Advertisement Research Center which accommodated many idea people was established.  

③ A new horizon of photocopying paper is opened with the smooth charisma of miilk.

miilk, a new photocopying paper prepared based on the ambition of Hankuk Paper in 2011. What would the customer response be like? No matter how creative an idea is, it would become useless if the customers turned away. Thus, a stage was prepared for customers to verify it. The customer’s response was strictly examined starting from the office-worker who used a lot of photocopying papers to Haesung Girls High School, Morning Glory and even to segmented target such as metaphor and symbol. Based on it, the product’s use and product group was expanded so that a more diverse customers could use miilk. After undergoing carefully planned quality test, the product was finally unveiled to the world.