[마케팅] 닥터유 마케팅전략(영문)

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레포트 > 경제경영계열
2009.08.18
11페이지 / hwp
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소개글

[마케팅] 닥터유 마케팅전략(영문)에 대한 자료입니다.

Ⅰ. Introduction of Dr. You

Ⅱ. The Reason Why We Chose Dr. You
(1) Reduction of consumer's reliability upon Confection Industry
(2) Construction of its own unique Product Line & Brand Marketing

Ⅲ. Dr. You's Marketing Mix (4Ps)
-Product
-Price
-Promotion
-Place
-SWOT Analysis

Ⅳ. Dr. You Marketing Campaign's Object & Customers' Response

Ⅴ. Our Own Dr. You Marketing Mix

Ⅵ. Conclusion

본문내용

Ⅰ. Introduction of Dr. You

Dr. You series are developed by Taewoo You(Seoul Univ. Family Medical Department). They are Orion's pastries that removed bad ingredients and added good ingredients for Korean. After Analyzing other products' ingredients, he is emphasizing ‘3無’ which is no MSG(L-monosodium glutamate), artificial dye and artificial preservatives. In addition, Bad ingredients(natrium, simple sugar, saturated fat, trans fat, cholesterol etc.) which Korean usually take excessively are reduced. Good ingredients, however, are increased such as iron, calcium, protein etc. Dr. You series aim at serving delicious taste, safe and well-balanced nutrition. Dr. You series are producted by its thorough 4 steps which is called 'Orion's Innovative Project 4Step'.

-Orion's Innovative Project 4Step-
Step 1. Reduction of Trans-fat Project
Step 2. Reduction of Saturated Fat Project
Step 3. Green Package Project
Step 4. Dr. You Project

Ⅱ. The Reason Why We Chose Dr. You Project

1) Reduction of consumer's reliability upon Food Industry
Because of Chinese milk scandal, consumer's reliability upon Food Industry has decreased deeply. We chose Dr. You Project to analyze its marketing strategy during Chinese milk scandal and how they survived.

2) Construction of its own unique Product Line & Brand Marketing
We chose Dr. You Project in order to analyze how they changed their existing corporate image to a luxury brand and its unique product line.

3) Increasing of healthy food market scales
Recently, As well-being, lohas marketing a strong wind, at confectionery, healthy food market scales are increasing. The top of that is Dr.You. And also Dr.You combined food with science, medecial project.

- Upper the diagrams present that after Chinese milk scandal, eating food patterns changing and healthy food market scales are increased. -

Based on These three reasons, we will look carefully about product and promotion in 4Ps strategy.

Ⅲ. Dr. You's Marketing Mix (4Ps)

(1) Product

-Systematic Product
They are not just making and arraying well-being products. They make products for each segmented customers. For example, Golden Kids for babies, Weight Loss Bar for dieting people and Energy Bar for men.

-Good Ingredients

#You #and #of #Dr #the #they #to #is #are #that

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