[K-Construction, A New Leap] Doosan Construction
Efforts to Differentiate Brand, Shaping 5 Core Keywords
Development of Weave and Zenith Patterns... Utilizing Golf Team Marketing
Strong Performance Results... Expected Sales of 2 Trillion Won This Year
Doosan Engineering & Construction's residential brand We've embodies the commitment to make customers feel more special and respected. Under the slogan "We’ve got everything," We've pursues living spaces that modern people desire and want to live in, nurturing a love for life. Doosan E&C is enhancing its performance through the competitive edge secured by this brand differentiation strategy.
We've's Core Keywords Visualized Through 65 Technology Icons
Doosan E&C has recently been focusing on brand differentiation to sustain continuous growth. By converting numerous inquiries received at model houses into data, they identify customer needs and operate brand and differentiation councils to realize We've's unique differentiation. To make this easily understandable for consumers, they established 65 icons. These icons are categorized according to We've's five core keywords (Have, Live, Love, Save, Solve) and visualized as images so customers can easily check whether the features apply to a product. Reviewing the 65 technology icons reveals the goals that We've aims to achieve.
The first keyword, Have, represents products that mean "spaces you definitely want to have." A prime example is the smart home implemented based on a home Internet of Things (IoT) platform through a memorandum of understanding (MOU) with Samsung Electronics and LG Electronics. This IT service system focuses on making residents' lives more convenient and comfortable. Through a wall pad and smartphone application equipped with a home network system, users can control lighting, heating, ventilation, and even check visitors when absent.
Live refers to unique products that offer "spaces filled with joy." It provides differentiated spaces through various additional options such as premium exterior lighting, specialized side walls, and upgraded interior materials within units. For instance, the natural garden Yurimwon (流林園) implemented in Gwangju's "S-Class The Zenith" is based on the origin of the area once called "Yurimchon (柳林村)," meaning a place with many willows and good living conditions. This central complex space earned the GD (Good Design) mark at the 2024 Good Design Awards. The willow (柳) symbolizes flowing water (流) and is realized as a water space. A 100-meter-long stream, pond, and rock garden were introduced to create a refreshing waterside landscape, with various trees planted.
Save expresses "spaces for frugal living." It consists of technology items that contribute to reducing carbon dioxide emissions, such as energy saving and the use of eco-friendly materials. In We've complexes, regenerative inverter elevators and outlets that automatically cut off unnecessary standby power are applied. Additionally, low-power, long-life light-emitting diodes (LEDs) are installed inside units and common areas to save electricity bills. Energy usage information can be checked and compared via the wall pad. The underground parking lot maintains low lighting brightness normally and adjusts illumination by monitoring movement in driving areas, contributing to energy savings in common areas.
Various shared facilities and communities such as golf and fitness correspond to the Love icon, aiming to provide "spaces filled with love and happiness" within the complex. Solve, meaning "spaces where everyday problems are solved," includes technologies addressing customers' safety and health concerns, such as crime prevention environmental design and sterilization lighting systems.
Brand Competitiveness and Performance 'Soar'
Doosan E&C also developed brand patterns, which are being sequentially applied to gatehouses, exterior walls, and pilotis of some apartment complexes under construction. Through these brand patterns, the company plans to enhance residents' pride by making We've and Zenith recognizable from afar. Doosan E&C explained that the We've pattern was created to embody the five keywords intertwined to create an original residential culture. The pattern was completed by repeatedly interweaving the letter "W" representing We've. The Zenith pattern symbolizes the shining complex scenery in the city, linked like a chain to convey the value of the luxurious residential culture people dream of. It was completed by visualizing the letter "Z" of Zenith and linking it like a chain.
Doosan E&C actively utilizes sports teams for brand marketing. Last year, they launched the "Doosan E&C We've Golf Team" and are conducting story communication by assigning We've's five keywords according to the players' personalities and charms. As part of this, they produced a video advertisement, marking the first time a construction company used a golfer as a model. Sales promotions are conducted at model houses with fan sign events and keyword-based promotions. They also actively participate in social contribution activities through auctions of cherished items.
These efforts by Doosan E&C are reflected in strengthened brand competitiveness and strong performance. In October, they ranked 5th in the "2024 Best Brand" announced by Real Estate 114, recognizing their high competitiveness. Additionally, through selective orders considering profitability, Doosan E&C continues to achieve strong sales results. In the third quarter earnings announcement this year, sales increased by 34% year-on-year to 1.6094 trillion KRW, operating profit rose by 20% to 87.9 billion KRW, and net profit surged by 50% to 58.5 billion KRW. Doosan E&C expects to comfortably surpass 2 trillion KRW in annual sales and exceed 3 trillion KRW in orders this year.
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