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레포트 > 경제경영계열

[소비자행동] 처음처럼 마케팅분석과 마케팅제안(영문)

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레포트 > 경제경영계열
2009.07.23
17페이지 / doc
1,400원
42원 (구매자료 3% 적립)

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소개글

[소비자행동] 처음처럼 마케팅분석과 마케팅제안(영문)에 대한 자료입니다.

I. Introduction
1) Background of launching 처음처럼
2) Soju market’s Market Share

II. Analysis with marketing theories
1) Customer needs analysis
2) ZMET
3) Brand schema
4) Questionnaire analysis

III. Suggestion of future marketing plan
1) Recent news
2) Marketing Plan
a) a case that Doosan would be sold
b) a case that Doosan would not be sold

IV. Conclusion
V. References

본문내용

I. Introduction
- Soju Market’s M/S and 처음처럼’s feature

1. Background of launching 처음처럼
처음처럼 has launched in February 2006 by Doosan BG(Business Group). Before the product launched, Doosan was dealing with previous product, 산(山), taking 7.8% of whole market share. Because of low market share and stagnation of 산, Doosan decided to develop new product.

Doosan want to make new product definitely different with 참이슬, who is taking more than 50% of Soju market’s market share. So they concentrated their new product’s feature as
1. Having special reason to drink our product
2. Make structured distinction in consumer’s mind
3. Targeting to 20~30’s young & heavy user rather than conservative 40~50’s
4. Delivering new trend of Soju’s criteria as ‘health’ and ‘well-being’

Doosan started to research the market during October, 2004 to February 2006(18 months). They think that the most important factor to decide Soju’s taste is water, because 80% of Soju’s ingredient is water. So they searched many types of waters, and finally ‘Alkaline water’ was selected.
2. Soju market’s Market Share

Rank Company(Brand) 2006 2007 2008 fall
1 Jinro(참이슬) 51.2 49.3 50.2
2 Doosan(처음처럼) 13.1 13.7 13.1
3 Gumbokju(참소주) 8.6 8.8 8.6
4 Daesun(시원) 7.5 7.7 7.5
5 Bo-hae(잎새주) 5.8 6.1 6.6
Table 1 : Soju market’s 2006 - 2008 market share

Soju market has distinctive features, which has preferences according to regional- based company. For example, 참이슬 and 처음처럼 are based on Seoul, Gyeonggi-do, and 참소주 is Gyeongsangbuk-do, 시원 is Gyeongsangnam-do, 잎새주 is Jeollanam-do.
This regional preference would not change easily, because companies already have their heavy-user and customer loyalty. But more than 40% Soju is consumed in Seoul and Gyeonggi-do, Doosan decided to chase Jinro at least 20% of region market.

참고문헌

처음처럼_마케팅자료집_v2.pdf
(Doosan BG Homepage -> Marketing research material)

#the #of #and #is #to #참이슬 #that #Soju #as #product

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