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레포트 > 경제경영계열

[광고전략] 진로 소주 광고 제안(영문)

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레포트 > 경제경영계열
2010.06.29
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[광고전략] 진로 소주 광고 제안(영문)에 대한 자료입니다.

1. The Background for Selecting Jinro Soju company
2. Market Analysis
1) Company Analysis
2) Customer Analysis
①Segmentation Strategy
②Advertisement Strategy

①Product differentiation strategy(16.8˚ low degree soju)
②Q&A extraordinary concept
③Place Strategy based in Pusan

3. STP Analysis
1)Segmentation
2)Targeting
3)Positioning
4. Evaluation of Current Communication & Proposal for Future Communication
1) Marketing and Communication Objectives(Current)
2) Message Strategy(Current+Proposal)
3) Media Strategy(Proposal)
4) Effectiveness of Current Ad Campaign-참이슬 fresh(Current)
4) Effectiveness of Current Ad Campaign-참이슬 fresh(Proposal)
5) Communication Mix(Current)
①Rock,sissors,paper(가위바위보 이벤트)
②Jinro J 3D Street Art
5) Communication Mix(Proposal)

본문내용

-참이슬
Nowadays 참이슬 is major alcohol beverage in Korea. Also 참이슬 is major product which generates revenue in Jinro company. 참이슬 has new domestic sales record.
-참이슬 Fresh
참이슬 Fresh is similar to 참이슬. However Fresh is lower alcohol degree than 참이슬. They use the method which refines natural bamboo charcoal, the BCA method of construction, and the Marrying method of construction. So they try to distinguish 참이슬 Fresh to 참이슬 or other sojus.
-일품진로
The concept of 일품진로 is luxury. So they used 100% rice and made by hand.
-진로골드
진로골드 is original Jinro soju. So over than 50’s customers prefer it than other sojus. In short, this segment market, customer loyalty is higher than other market.

< Position in the market>

According to pictures, Jinro market shares take half of the market share. Jinro is a head company in soju market. Specially, 참이슬 series support Jinro to become best firm in Korea soju market.
Overall, needless to speak, Jinro is best company. But low percentage of alcohol market, their product J shows low business showing while other products show very high sales and profits. So in the short run, Jinro will maintain their market shares. However, according to following graph, the percentage of alcohol is getting lower and lower.

So capturing low percentage of alcohol market will be very important in the long run. In the future, major soju market will be mainly composed of low percentage of alcohol. Therefore, if Jinro wants retain its position, it must conquer low percentage of alcohol market.
2) Customer Analysis
Traditional Soju is originated from middle age of korea. When Korean government prohibited using rice for alcohol, The liquor we call soju had been made. For dacades, soju has been a good friend of people. As time has been changed, there are plenty of foreign goods around Koreans. Especially for Liquor market there are strong competitors such as beers, whiskies and wines. For some reasons, Soju has been losing its portion of market. But still, soju is most important beverage in korea.
Every soju has its own characteristics. For soju, there are three big features. I’ll call this as ABC which means Alcohol, Bitter taste and Cheap price. Let me show this by a table
Table1 Alcohol Bitter Cheap

Positive
Efficiency
Fast Effect
(get drunken)
Nagative factor
Easy to access

#참이슬 #is #soju

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