Lotte Mart's Unique Number Marketing... Fresh Food Differentiation Strategy

[Asia Economy Reporter Lim Chun-han] Lotte Mart announced on the 10th that it will promote ultra-fresh products and its signature brands, 3-day Pork and Number Nine Hanwoo, through the numbers 1, 3, 6, and 9 displayed on flyers in stores.

The number 1 signifies the extreme freshness, meaning it takes only one day for the product to go from the production site to the customer's table. The number 3 represents the 3-day Pork, a theme of Lotte Mart's strength in ultra-freshness, referring to pork encountered within 3 days after slaughter. The number 6 uses a homophone of the number 6 and the Korean word for meat (육). Welfare-friendly chicken products are offered at up to 40% discount on all items for L.Point members. The number 9 stands for Number Nine, the highest grade of Hanwoo beef.

A Lotte Mart official said, “We planned number marketing to actively promote our differentiated signature brands, 3-day Pork and Number Nine, along with ultra-fresh exclusive products,” adding, “We will continue to expand ultra-fresh products to strengthen the competitiveness of large supermarkets.”

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