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[마케팅조사] 템포 마케팅조사(영문)

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레포트 > 경제경영계열
2009.08.18
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[마케팅조사] 템포 마케팅조사(영문)에 대한 자료입니다.

1. Introduction
Ⅰ. 4Ps of Tempo
Ⅱ. Positioning
Ⅲ. SWOT Analysis
Ⅳ. Management problems
Ⅴ. Research objectives
Ⅵ. Hypothesis
2. Appendix
3. Quantitative research
Ⅰ. Frequencies
① Non-users
② Users
4. Quantitative Research
Ⅰ. Non-users
① Factors
② Coefficient of correlation
Ⅱ. Users
① Factors
② Liner Regression Analysis
③ Coefficient of correlation
5. Conclusion of quantitative Reserch
6. Recommendation
Ⅰ. Short-term goal-Tempo ‘Gift’
Ⅱ. The long term-ACU Program

본문내용

Introduction
The sanitary products are necessaries for women approximately for forty years from puberty to menopause. Customers do not uniquely show different buying power among age range since they menstruate about the same amount a month. Furthermore, customers tend to habitually buy one brand. While the average menopause age ranging between 50~55 are stable, the average menarche age is getting lower. The market size therefore is growing. According to the Research conducted in the 7 largest cities in Korea by Hanguk Research, a woman uses 21.6 pads per one menstrual cycle throughout her whole life, and there are approximately 13 million women who use sanitary product. The research also describes the total number of the sanitary product is about 2.3 billion, which makes a market of around 300 billion won. Similarly, according to another research conducted by the South Korean National Statics office research in 2002, sanitary product market is around 360 billion won which is a very big market; toothpaste, one of the crucial necessities, market is around 175 billion . The main firms in the Korean sanitary market are Yuhan-Kimberly, Korean P&G, Daehan Pulp, and CJ.
Tempo is a brand of tampons. A tampon is a plug of cotton or other absorbent material inserted into a body cavity or wound to absorb bodily fluid. The most common type in daily use (and the topic of the remainder of this article) is a usually disposable plug that is designed to be inserted into the vagina during menstruation to absorb the flow of blood.
The Korean tampon market does not have a long history. Tempo was launched in the Korean market as a first tampon product by Dongah in 2001. After that, Playtex, the popular tampon brand around the world, was imported by Boryung. Now there are several tampon brands. The Korean tampon market are in the infant level, furthermore, there are still some problems which will mentioned below. Tempo and other tampons occupy only about 3% of the whole Korean sanitary market. However, because of the point in the facts that more and more women work, that their life styles becomes western ones and that tampons complement the weak point of conventional sanitary napkins, the tampon market in the whole Korean sanitary market is expected to grow.

What is Tempo?
Tempo is a disposable plug that is designed to be inserted into the vagina during menstruation to absorb the flow of blood

Brief Company Analysis
* Company: Dong-A Pharm.
* Company Mission: The greatest value is life, and the prospect of improving people's lives is the motive for everything we do. For more than 70 years Dong-A has poured its energies into helping people live healthier and happier, based on our belief that life is precious, and nature is
the source of all life.
* Company Vision: Dong-A will advance into global markets to deliver effective and affordable medical therapies to more people. To that end, we are establishing a multi-layer overseas
business platform to carry out R&D, investment and marketing functions. Our goal is to
record 40 percent of revenue from foreign sales by 2017, making Dong-A a genuinely
global enterprise.

Customer & Competitor
1. Customer
The main Korean customers of Tempo are mostly the women who are between the age of 35 to 50 and married. Some women in 10s and 20s, who have active life style, use Tempo also. They have high commitment to repurchase the brand (high customer royalty) and prefer tampons over sanitary napkins. Customers of Tempo as well as tampon products mostly live in urban areas, and women with abroad experiences tend to use tampons more. Moreover, sanitary product market is growing fast since menarche is getting earlier, while the age a woman experiences menopause is stable – Fifty to Fifty-five.
Compared with other countries, the usage of tampons is very low since only 3 percent of Korean women use tampon products. To clarify, about 80 percent of Europe women and 70 percent of American women use tampons. This fact that western women use tampons more than conventional ones and the fact that most Korean woman use sanitary napkins until the menopause give great chances to Tempo to occupy additional market share and attract potential customers more.

2. Main competitor-Playtex.
Since Playtex launched tampon products in 1968, it has occupied the largest market shares of the world tampon market. In Korea, Boryung imports Playtex.
The most distinguished point of the product of Playtex is the high quality of the products. Compared to Tempo, the edge of Playtex tampons is more round and softer; furthermore, its products are coated with pearls. When customers therefore use Playtex tampon products, they can inject it more easily than tempo.
As for the price, the price range of Playtex is higher than tampon products. The price of Tempo per unit is 350 won: The price of Playtex per unit is 435 won. This mean Playtex are 1.4 times more expensive th

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