MP3 players gearing to younger customers

With summer vacation just around the corner, MP3 player companies are strengthening their marketing efforts to attract youths. ReignCom Co., one of Korea’s leading MP3 player manufacturers, introduced five new models yesterday at the COEX InterContinental Hotel, Samseong-dong, southern Seoul. The company said its second-half marketing campaigns will focus on these five players. The H10 Junior, which is the same size as a Zippo lighter, will go on the market Friday, and the U10, which features a radio and video and game players, will go on sale later this month. ReignCom is also planning to give its N10 model to 50 participants of the Korea-China Super Model Contest, a beauty pageant that will be held in November. In return, the women’s photos will be used in ReignCom’s marketing materials. Apple Korea recently began a marketing campaign with Pepsi Co., offering an iPod Shuffle every hour to Pepsi customers who send in a text message containing the eight-digit number on a Pepsi can or bottle. The event will run through July 20. Apple Korea also plans to hold an iPod Club Day Party next month to promote the Apple products that appeal to youths. The need to attract that demographic has grown even more intense among makers of MP3 players, said one industry official. “As the competition in the MP3 player market is getting fierce, companies are using distinctive marketing to attract the young,” he said, because it is hard to distinguish the technical differences among the players. by Park Sung-ha