[마케팅원론] 비타500 마케팅조사(영문)

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[마케팅원론] 비타500 마케팅조사(영문)에 대한 자료입니다.
목차
1. Introduction
1-1. Issue&Research purposes
1-2. Companies and products
1-3. Analysis of market environment

2. Consumer Behavior
2-1. Consumer behavior
2-2. Customer trends
2-3. Consumers buying pattern
2-4. Lifestyle

3. STP Strategy
3-1. Segmentation
3-2. Targeting
3-3. Positioning

4. Marketing Mix
4-1. Product
4-2. Price
4-3. Place(Distribution)
4-4. Promotion

5. Conclusion

본문내용
1. Introduction

1-1. Issue&Research purposes
1. Research purposes&Subject
During class, We were worried this project. Eventually we choose ‘Success factors of Vita-500’. In Beverage market, how did the growth of this product? How can this product be growing up to do so, maybe we do not know the effort that marketing. In Drink market, Companies does not try efforts of marketing and communicating with consumers. But Vita-500 have something more than that of products of the past. What is it? Just a tendency or winning strategy? Now, let's see about that how can this product is a success.

2. Research methods
First, 4P mix, PLC curve SWOT analysis etc.
Second, Analysis of the marketing activities Vita 500 through 4P.
Third, Grasp Vita-500's practical problems and competitive relationship, identify strengths and weaknesses.

1-2. Companies and products
1. Company Overview
- Company Name : Kwang Dong Pharmaceutical CO.
- Corporate Philosophy : Development of creative medicine, Scientific analysis of -traditional Oriental medicine
- Assets Scale : 169100000000 won
- Products : Medicines, Health Drink, Health Food etc.
자료제공: KADD 기간: 2004년 1월-2004년 6월 단위: 천원
회사명
상품명
TV
RADIO
Newspaper
magazine

광동제약
광동녹용활력대보
0
0
2,160
0
2,160
광동비타500선물세트
0
0
19,240
0
19,240
광동아미노산
0
0
1,500
0
1,500
광동우황청심원
0
65,781
11,840
2,000
79,621
광동제약공고
0
0
71,192
0
71,192
광동제약비타500
2,331,033
483,569
751,667
0
3,566,269
광동제약PR
0
0
640
0
640
광동탕
0
59,417
0
0
59,417
광동하이치올씨
0
0
73,494
0
73,494
회사계-광동제약
2,331,033
608,767
931,733
2,000
3,873,532

As you can see in advertising expenditure, Vita-500 is important products in Kwang Dong Pharmaceutical CO. In 2001, Vita-500's sales rate just 5% of total sales. But In 2003 Sales rate increase 25% of total sales.
Domestic vitamin market scale is 130000000000(Approximately 500 products). In vitamin drink market, Vita-500's market share is 70%.

2. Introduction of product
- Introduction of Vita-500
Ingredient : condensed apple juice, vitamin C, vitamin B2, nicotinamide, taurine etc.
Feature : Easy ingestion of Vitamin