★★평가우수자료★★ 자료 PPT 자료 발표자료 자료 영문 마케팅 사례 Strategic Marketing 자료 Strategic Marketing in 참이슬 (참이슬 마케팅 사례 영문)
[★★평가우수자료★★][PPT][발표자료][영문 마케팅 사례 Strategic Marketing] Strategic Marketing in 참이슬 (참이슬 마케팅 사례 영문)
Strategic Marketing
Contents
Introduction
Brand Analysis
Consumer Survey Analysis
4P STP Strategy
Marketing Strategy
Conclusion
Introduction
Choice Background
Market Leader
Drinking Culture Change
Low Alcohol Degree Trend
Entry to Overseas Market
Brand Analysis
Jin Ro
Establishment in 1924
Launching Various Alcohol Drinks
No.1 Soju Company
Brand Analysis
참이슬
alcohol degree -20.1%
launching-1998. 10.19
Production Factory - Icheon CheongWon
Attribute
- filtered by bamboo charcoal three times
Brand Analysis
Macroscopic analysis
Social - Economic Environment
Cultural Environment
International Environment
Soju market analysis
Brand Analysis
Trend Change in Soju Market
Low Alcohol Degree
Expectation for Soju market
Soju market analysis
Brand Analysis
Competitor Analysis
진 로
롯데주류
Representative liquors
참이슬
처음처럼
Region
Capital area
Capital area
Manufacturing mathod
Bamboo charcoal filter
Green tea contain
Brand Image
Jinro’s traditionality
Young image
Cool image
Factory price
800 won
730 won
Brand Analysis
Competitor Analysis
대 선
Main market : 경상도
Product : 시원 소주
Place : maximize using
regional distribution network
Strength to market
: No.1 local brand awareness
Brand Analysis
Competitor Analysis
보 해
main market: 전라도
Product : 천년의 아침
Place : distribution network
based on 광주
Brand Analysis
SWOT Analysis
Strength
Low alcohol degree
The best known brand
Nationwide distribution
network
Sensational package and
naming
Weakness
Old-fashioned image
Spread of customer’s need to soft taste
Low share in other region
Opportunity
Increase of female consumer
Sustainability of consumer
Broad Soju market due to
economic downturn
Threat
Low-alcohol drink release of
competitors
Decrease of price competi-
tiveness
Consumer’s acceptability to
new and innovative product
Consumer Survey Analysis
Consumer Survey Analysis
Consumer Survey Analysis
4P STP Strategy
Place
Convenient place to purchase like convenience store, supermarket, online
Promotion
Homepage, Event advertisement
Consumer inducement through clean and soft image
Price
Cheaper than other alcohol drinks
Product
Various size like pet, bottle, pack to make easier to drink
Product
Price
Promotion
Place
4P Strategy
4P STP Strategy
Segmentation
Targeting
positioning
Focus on product benefit
Emphasis on clean image
The Twenties have high purchasing power and price sensitiveness
Segment age,
gender, job,
personality thro-
ugh Various pro-
ducts
STP Strategy
Marketing Strategy
Cocktail Bar
Marketing Strategy
Membership System
Marketing Strategy
Street Event & Promotion
Conclusion
Domestic No.1 & Global Company
Pioneer
new market
Product development
Overseas
Expansion
New
Marketing
Thank you
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