분야
docxA. Environment scanning
B. Natuur’s Target Market
2. Research and Development
1) Survey and Results
2) Identified Problems and Solutions
A. Identified Problems/Segmentation
B. SWOT Analysis
C. 4P Marketing Mix & Marketing Plan
D. STP Analysis
3. Conclusion
- Current target market of Natuur is females between the age of 20 (students) to 30 (career women)
Target market’s propensity:
“Emotion” plays an important role in the purchase decisions of modern consumers. This can be proved from the quantity of emotion marketing applied in today’s marketing trends and procedures. The case of Starbucks coffee is a classic example. Starbucks did not only sell simply the coffee to their customers but the Starbucks’ ambience and unique culture that ultimately affected the emotions of the purchaser. There are several Korean businesses which have applied emotion marketing in their marketing to create, promote, develop the brands. “Hope, Sharing, Happiness, Family” are some emotions which have been utilized in cooperates brand image creation. Such tactics were aimed at female consumers (females being relatively more emotional than males). The shift from the rigid and egoistic marketing methods to softer feminine methods can illustrate the transition of marketer’s focus to appeal to more female consumers. Furthermore, a store is no longer an exhibition and trading area for products but rather an area where consumers can relate with the product and form a relationship (emotion) with the brand. Female consumers especially are more sensitive to external factors which can influence the purchase decision of the product. Therefore, the ambience and customer service is essential for firms which target their market to this demographic.
Females have a tendency to like gathering and socializing. Not only is the facility of support this tendency important but also to keep in mind that the “word of mouth” is a critical factor between these groups which can affect the purchase decision.
As analyzed previously in the environmental scanning, women between 20 and 30 prefer high quality (designer brands), variety, and well-being products. According to an interview, Park Soo Yun (27) responded that the measuring rule in her selection for ice cream is the health aspect. Ms Park prefers nonfattening, healthy, and low calories ice cream.
These propensities are what Natuur needs to consider in their products to appeal to their target market. Consumers do not visit ice cream stores simply for the ice cream. Rather, the trend has been to “sit-in” and utilizes the facilities as a social place like a café. Recent cases of birthday parties in ice cream stores have been found as well. Wide availiability of space with well designed facilities and variety of menu’s have been the recent trend in professional ice cream businesses. The “cafeification” of stores demand more expenses compared to take-out stores. However, the benefits are that it can increase sales and gain competitive advantage in several ways.
Ⅱ. Research and Development
1) Survey and Results
Number of participants: 50
1. What is your Gender? ①Male 24 (48%) ② Female 26 (52%)
2. What is your occupation?
① High School student 2 (4%)
② University student 37 (74%)
③ Graduate student
④ Employee 9 (18%)
⑤ House Wife 1 (2%)
⑥ Other 1 (2%)
3. What is your age range?
① Between 17~19 range 2 (4%)
② Between 20~22 range 35 (70%)
③ Between 23~25 range 5 (10%)
④ Between 25~28 range 5 (10%)
⑤ Between 29~30 range or over 1 (2%)
⑥ 40 or over 2 (4%)
4. An image you perceive when you think of Natuur?
① Naturalistic 27 (54%)
② Fresh 6 (12%)
③ High quality 6 (12%)
④ Do not have an image 11 (22%)
5. Which ice cream brand do you most prefer? (Most frequently visited)
① Baskin Robins 30 (60%)
② Hagaan Dazs 2 (4%)
③ Natuur 2 (4%)
④ ColdStone 13(26%)
⑤ Other 3 (6%)
6. How often do you visit a professional ice cream store?
① 3~4 times a week 2 (4%)
② 1~2 times a week 7 (14%)
③ Once a week 16 (32%)
④ Once a month 13 (26%)
⑤ Don’t go very often 12 (24%)
7. Are you aware of the European style café of Natuur? ① YES 10 (20%) ② NO 40 (80%)
(Please answer either question 8 or 9)
8. If you think the brand image of Natuur is positive, what is the reason?
① High quality and smooth 16 (32%)
② Fresh and unique 7 (14%)
③ Foreign 1 (2%)
④ Good ice cream 11 (22%)
9. If you think the brand image of Natuur is negative, what is the reason?
① Unfamiliar and awkward 8 (16%)
② Rigid and no feeling of intimacy – hard to pronounce the name 3 (6%)
④ The ice cream doesn’t taste good 2 (4%)
⑤ Others (Expensive, sold in other stores) 2 (4%)
10. When you visit Natuur which ice cream flavor do you most often select?
① Pineapple 3 (6%)
② Green Tea 25 (50%)
③ Vanilla Cookie 4 (8%)
④ Pistachio 7 (14%)
⑤ Other 11 (22%)
11. When you visit Natuur what other items do you select?
① Coffee 10 (20%)
② Frappe 7 (14%)
③ Affogato 3 (6%)
④ Ice Cream Cake 2 (4%)
⑤ None 28 (56%)
12. When you think of professional ice cream which brand first comes to mind?
① Baskin Robins 39 (78%)
② Natuur 2 (4%)
③ Haagen Dazs 1 (2%)
④ ColdSt
