[마케팅전략] 롯데리아 라이스버거 재탄생 마케팅계획서(영문)

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레포트 > 경제경영계열
2006.03.31
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[마케팅전략] 롯데리아 라이스버거 재탄생 마케팅계획서(영문)에 대한 자료입니다.

1. Executive Summary……………………………………………..p.1

2. Introduction and Problem Definition……………………..p.2

2.1 Lotteria Rice Burger and Burger Zzang
2.2 Problems
2.3 Objective

3. Situation Analysis…………………………………..p.3

3.1 External factors: Company
3.2 External Factors : Consumers
3.3 External factors : Competitiors
3.4 Reasons for its previous failure
3.5 Reason for Rice Burgers 2nd Relaunch

4. Problems and Opportunities (SWOT) ……………..p.6

5. Marketing Strategy…………………………..p.7

5.1 Segmentation
5.2 Targeting
5.3 Repositioning

6. Marketing Plan…………………………………..p.9

6. 1 Product
6.2 Price
6. 3 Place
6. 4 Promotion

7. Appendices

본문내용

1. Executive Summary

Lotteria had launched RICE BURGER twice –in 1999 and 2003. Regardless of thorough marketing research, Rice Burger failed to survive in the market both times. The sales rate was inconsistent, and there was an unfavorable product image of rice and burgers being combined. Also, it was uneasy to eat and make. However, according to the surveys done by Lotteria, the people who actually tried Rice Burger did show positive response. Considering the fact that the company has strong confidence in the product’s taste and that the well-being trend has increased the attention on rice-based products; we not only suggest Rice Burger’s re-launch but also believe that it will succeed. With the recent crisis on fast food industry, the number of chains is decreasing dramatically, while Lotteria still remains the first place in both sales and number of chains. Due to the anti-fast food syndrome, competitors like McDonalds and Burgerking are either cutting down their price or presenting premium burgers in a relatively higher price. Moreover, the burgers within Lotteria such as Bulgogi Burger, Terri Burger, and Chicken Burger, are also our competitors. Compared to all of the other burgers, Rice Burger is nutritious, low in calories, yet delicious. It also has a strong differentiating point from other burgers.

By 2010, more than 13% of the Korean population will be over 50. People over 50 are very health-conscious, conservative, and family oriented. Since people over 50 are more sensitive about the ingredients than the price, Rice Burger will be perfect for them. We will target the niche market – people over 50. Our target market is measurable, accessible, substantial, differentiable, and actionable. The new Rice Burger will also be repositioned based on its price and uniqueness. Since Rice Burger had failed twice, the product name and flavor will be slightly changed to remove the negative associations. It will be “BBR Burger – Bean Bulgogi Rice Burger,” the previous Rice Burger now added with patty made from soybeans instead of meat, served with healthy teas. Considering the number of franchises,

#the #of #to #and #rice #in #burger #Lotteria #we #will

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