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[PPT][발표자료][영문 마케팅 사례 Strategic Marketing] Strategic Marketing in 참이슬(참이슬 마케팅 사례 영문)
롯데주류(두산주류) 설중매, 산소주, 하이트진로(하이트맥주, 조선맥주, 진로) 엑스필, 참나무통맑은소주, 하이트진로(하이트맥주, 조선맥주, 진로) 참이슬, 대선주조 시원소주, 국순당 백세주, 배상면주가 산사춘
마케팅성공사례에 관하여,,,
[마케팅성공사례] 기업마케팅전략 성공사례
이미지마케팅에 관하여
[홍보] [경영전략] 기업의 CI, 로고와 컬러 마케팅
[마케팅] [마케팅실패사례]마케팅 실패 사례의 원인 분석, 국내외 마케팅 실패 사례를 활용한 마케팅 광고의 적절한 활용 방법
성공적인 디자인마케팅의 사례
생활속의마케팅(중간고사 1~7주차 분량)
마케팅 조사를 통한 기업의 실패&성공
소개글
[영문 마케팅 사례 Strategic Marketing] Strategic Marketing in 참이슬(참이슬 마케팅 사례 영문)에 대한 자료입니다.
목차
1. Introduction
- Choice Background
2. Brand Analysis
- JinRo · 참이슬
- Soju Market
- Competitors
- SWOT
3. Consumer Survey
4. 4P · STP Strategy
5. Marketing Strategy
- Long-term · Short-term marketing
- New marketing
6. Conclusion
7. Reference
본문내용
1. Introduction
For last few years, 참이슬 of JinRo had a 50% market share in domestic soju market. JinRo didn't have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinRo is the market leader in soju market.
참이슬's the biggest rival is the 처음처럼. 처음처럼 broke 20˚ that maginot line of soju market and brotught low alcohol degree trend. 처음처럼 went straight to second place in one year. As soon as 처음처럼 was launched, It caused tremendous popularity. JinRo launched the 참이슬Fresh because of 처음처럼‘s trace and implemented aggressive marketing.
Recently, Low lcohol degree trend is forming because of interest in health, change of drinking culture, rise of woman consumer. Also, this interest increase about water, additives, raw material. The age group of soju is distributed evenly and the twenties and thirties are the biggist consumer group. Especially, the twenties received attention and JinRo is making effort that raise brand image, awareness like various event, promotion.
Like this, Jinro maintained first place for few years in fierce competition and
want to consolidate the strongest positon by practicing marketing plan that keep rapid growth competitor in check.
2. Explanation about JinRo and 참이슬
(1) The birth and present
JinRo is being loved as national alcoholic drink was established by pure national capital in 1924. JinRo is exporting giseng liquor, plum wine to Japan, U.S, Southeast Asia, Europe and developing continually.
JinRo extended alcoholic beverages business besides construction, distribution, food, traffic industry in 1970 but reduced and sold many subsidiary because of excessive expansion of the business and I.M.F. So, in present, alcoholic beverages business remain.
참이슬 is the best brand in domestic soju history. Attribute of 참이슬 is clean by introducing bamboo charcoal filter method for the first time. JinRo lowered alcohol degree from 25˚ to 23˚ and gradually lowered by 20.1˚. Thus, 참이슬 enhanced clean and soft image and has been market leader.
참고문헌
● 진로그룹 http://www.jinro.com/
● 참이슬fresh http://www.chamisulfresh.com/
● 처음처럼 http://www.soju.co.kr/notice/archive_list.asp
● 동아일보 보도자료 - 2008. 11. 16
● 머니투데이 보도자료 - 2008. 8. 25
● 머니투데이 보도자료 - 2008. 9. 24
● 중앙일보 경제 보도자료 - 2008. 11. 13
● 주류산업에서의 신제품마케팅 전략에 관한연구 : 소주 신제품을 중심으로
● (임규석, 중앙대 국제경영대학원, 2007 마케팅)
● 회사의 운명을 결정하는 서비스 마케팅, 新 마케팅 믹스(장혜전 지음)
● 고객 만족을 넘어 고객가치를 경영하라(이유제, 허태학 지음)
● http://www.soju.co.kr/upload/dataroom/1.처음처럼_마케팅자료집_v2.pdf
● '부산서 소주 돈내고 마시면 바보' 한국경제신문(09.5.26)
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