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분야
pptx-Product
-Current status in market
2. SWOT of Makgeolli
3. Targeting
4. Positioning
5. IMC
Export Market of Makgeolli
Steady growth from year to year
Above 80% of Makgeolli export to Japan
The diversification of export markets
Why we target Russia
1. Similar drinking culture to Korean
2. Drinking Reform by Russian Gov’t – Low alcohol policy
3. Korean Wave
4. Heavy drinker → Moderate drinker
Consumers Research
Survey for the 막걸리 positioning
○ Date: 2010. 05.28 (Friday) 15:00~16:00
05.27 (Thursday) 17:00~18:00
○ Place: Lounge in 우정원 1층
○ Interview: We researched 8 Russian people in Kyung Hee Univ.
1. What do you think about 막걸리 Taste?
① Sweat ② Slightly bitter ③ Abominable ④ Sour
2. What do you think about 막걸리 Price?
① Cheap ② Moderate ③ Expensive ④ Very expensive
3. What do you think about 막걸리 Design & Color?
① Lovely ② Satisfy ③ Fine ④ Ungraceful
