[마케팅원론] 바카스의 성공와 위기(영문)

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레포트 > 경제경영계열
2009.08.22
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[마케팅원론] 바카스의 성공와 위기(영문)에 대한 자료입니다.

Introduction

-The reason why we choose the Bacchus as our main subject

Body

1. The legend of the Bacchus, an immobile top (a start~2002)
1-1. The Bacchus marketing mix (4ps)
1-2. History of The Bacchus's marketing campaign

2. a crisis of the Bacchus (2002-2004)

3. recovering stage

The conclusion

- Presentation of 4Ps for future Bacchus

Reference

본문내용

Introduction

-The reason why we choose the Bacchus as our main subject

The Bacchus had stayed at the top of a beverage marketing field for 40 years. However, it was gradually losing its share because of 'the well being' trend where a drink containing caffeine like Bacchus can be seen unhealthy. Bacchus was finally taken its top share by another beverage companies in 2000. The Vita500 is a vitamin beverage which has growed rapidly in these days. The Vita500's share in the market is still highly carrying on not to end up temporary. As students who study marketing we are interested in the Bacchus case, which a top drink for 40 years have been lose its occupancy to the another strong competitors like the Vita500 since 2000. It will be a valuable process for us to investigate the case.

Body

1. The legend of the Bacchus, an immobile top (a start~2002)

1-1. The Bacchus marketing mix (4ps)

1) Product
The Dong-a company put out the Bacchus for the first time which was a nutrition and tonic drink. After then, similar products like the Wonbi-d and the Gronsanbamond were produced rivalry. Most of the products were sold as a fatigue recover in the 60s and 70s concentrating on the blue color and common population. People have interested in healthy life since late 90s looking forward functionally healthier drinks. According to the trend, various drinks containing vitamins were produced. However, the share rate of the Bacchus in a beverage market is still one of the biggest. And the reason must be not only to the product itself but also a creative and effective marketing strategy.

참고문헌

Reference

박카스 40년 그 신화와 광고이야기 (신인섭 저)
http://blog.naver.com/dongppal (네이버 블러그)

http://www.bacchusd.com(박카스 홈페이지)

http://www.vita500.com/index.asp (비타오백 홈페이지)
www.donga.co.kr/Product/product02_01.jsp(동아제약 홈페이지)

http://www.fnnews.com(파이낸셜 뉴스)

Reference of pictures

http://pat114.egloos.com/7664793
http://www.mediamob.co.kr/kakokdong/frmView.aspx?list=sum&id=88178&page=4&cate=12626

http://ask.nate.com/rank/survey_view_result.html?n=1244&ht=p

http://namist.egloos.com/846309

#of #to #Bacchus #the #and #is #in #The #was #it

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