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[마케팅] 처음처럼 마케팅 전략에 대한 자료입니다.
목차
1.Soju market in Korea
2.1st round : Green soju
3.2nd round : San soju
4.3rd round : 처음처럼
5.Counter attack of 참이슬
6.Limits of 처음처럼 and our proposal
본문내용
Soju market in Korea
What’s special about Korean SoJu Market
Excluding Seoul and capital region, localization of soju products such as 시원, 잎새주..etc. (geographic segmentation)
진로 참이슬 takes the high market share(nearly 60%)
진로 & 두산, two main companies occupying the whole national soju market (In the year 2005, 참이슬 & 산 were the main brands
The main competitor for ‘두산’ would be ‘진로’, therefore it needs to increase the low market preference and the market share
Soju Wars 1st round (그린 소주)
Advertisement of 두산, ‘Green Soju”
“흘러가는 시간은 흘러가게 두시고, 오늘은 오늘에 맞게 부드럽게 사십시오” (1998)
=> Describing 진로 소주 as a ‘time gone’, it emphasizes the smooth and fresh green soju
Background
Comparing 진로소주 to “out of season” image refreshing the IMF situation, decides to launch the new soju
Competition between ‘Typical Strong Soju’ VS. ‘Smooth Soju’
Correspondence of 진로
Jinro -> Changes its brand name to ‘참이슬’
=> Brand renewal, escaping from previous ‘old image’
Result
Year 1998, shortly takes the market share up to 15%
But fails to win the market share over the functional benefits coming from ‘bamboo charcoal refining process’ and the clean image of ‘참이슬 소주’