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분야
doc2.0 Situation Analysis
2.1 Market Summary
2.2 SWOT Analysis
2.3 Competition
2.4 Product offerings
2.5 Distribution
3.0 Marketing Strategy
3.1 Objectives
3.2 Target Markets
3.3 Positioning
3.4. Strategies(4Ps)
Price
Place
Product
Promotion
3.5 Marketing Mix
3.6 Marketing research
4.0 Financials
5.0 Controls
5.1 Implementation
5.2 Marketing organization
▪ Geographic
- sports stadium
- Rural or metropolitan area
▪ Demographic
- over 20, male or female
▪ Income, occupation, education, Religion, nationality, ethnical group
- It doesn't matter. Just matter people who are interested in sports, baseball and american football
▪ Psychographic
- people who watch games on TV or go to the stadium to watch games.
▪ Behavioral
- they are drinking beer or whatever else when they watch games.
① normal citizen who can drink, over 20 years old
② They are sports fan, England premier league in UK, and MLB, NFL in the U.S.
③ They often go to the stadium, or just stay in their home watching and drinking
④ Normally they drink beer when they are watching shows.
⑤ Their age group should be 20s, 30s or over 40s.
3.3 Positioning
Because most American people should not know well about the alcohol drink, we will position the makguly with two concepts. At first, keeping pace with the well-being trend, we advertise it as nourishing, harmless, and less-hangover. Then we use the product differentiation as a second concept with its unique white color and taste of Orient. So our marketing will focus on those two concepts with active and close promotion to consumer.
3.4. Strategies(4Ps)
①Price
The white sheep’s competitor is not some royal and expensive drinks like whisky, wine, and so on, but the beer which has been solved around sports games. So our white sheep’s price should not be expensive than common American beers in starting point when we promote it. It will be sold with 2 US dollar, cheaper than the average beer price in California.
Place
We select the place as California because it has many major sports team like LA dodgers, LA angels, LA lakers, and LA clippers, and it produce the rice about 6 times more than South Korea at 243,000ha. So we will be able to buy materials cheaper and sell more according to those big market environment and mega-production of the rice.
Product
Because we use the differentiation strategy, our white sheep should be notice the consumer’s attention. To do it, we make the calabash bottle with some young illustrator at the surface. But the most challenging assignment is that we should fix it into American’s appetite, so our product needs to be divided into some category in accordance with its taste.
Promotion
We will promote our product at an open place like an entrance of the stadium or a central place to get the consumer’s notice with some events like the free sampling party or the contest of fast-drinking makguly. Because our main consumer is young people who love watching sports game, we need to promote the white sheep as an active, non-charge, and familiar beverage so we think that it would be helpful using some famous sports star who drink it after game in our advertising film or poster.
