[마케팅관리] 처음처럼Cool 마케팅 전략(영문)

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2010.08.20
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[마케팅관리] 처음처럼Cool 마케팅 전략(영문)

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[마케팅관리] 처음처럼Cool 마케팅 전략(영문)에 대한 자료입니다.

1. Introduction
2. Situation Analysis
3. Definition of Strategic Issues
4. Development and Assessment of Alternatives
5. Recommendation
6. Action Plan

본문내용

2.1.3. Customer
The age of Soju consumers is ranged from 20s to 60s. But the largest group of consumer is 20s and 30s, and remarkable fact is increasing of female alcohol consumers. Because of the increase in the number of working women, women are drinking more and more every year. The number of women who are buying or drinking liquor has considerably increased. Researchers found that 60% of Korean women are drinking more than half of a bottle of soju at a time(See exhibit 2). Also, there were considerable number of responder who drinks once in 1 or 2 week(31.5%) and 2 or 3 week (14%). In addition, consuming quantity of 20s, especially the university students, was the largest and women who have professional job is second.
Recently, people are paying attention to their health and well-being. This made them to prefer low alcohol degree liquor. Our survey shows that the main reason of choosing Cool is the low alcohol degree of the product (43%)(See Exhibit 3). Also, many of female responders responded that if they felt the difference in tastes between a low alcohol degree Soju and ordinary Soju, they would choose the low alcohol degree liquor(67%). Moreover, 81% of women responded that they would choose the low alcohol degree liquor even if they could not find difference in tastes.(See Exhibit 4,5)
2.1. Internal Analysis
2.1.1. Company
Before being acquired by Lotte, Doosan Liqour had second market share in Soju market. After the M&A, the most significant changes in company's ability was distribution channel. Lotte has strong distribution channel with retail stores such as Lotte mart, Lotte department stores, and the beverage distribution channel built by Lotte Chilsung. Also, M&A with Doosan could provide Lotte to enjoying a synergy effect of Doosan's sufficient experience in liquor market.
2.1.2. Product
The most distinguishing feature of Cool is super-low alcohol degree. It makes company uses less alcohol to produce than other Ordinary Soju products. Therefore, company could lower the Cool's price and it will lead to have competitive advantage. Also, Cool includes Fructo-oligosaccharide(FOS) and dietary fiber, which make it have a lower calories than ordinary Soju containing sugar. It could appeal to female customers.
2.1.3. Promotion
Cool is targeting the young people and advertised in the subway, internet, theater, magazine and Yui, who is popular singer to young people, is appearing in advertisement. But according to survey, the 28% of the people didn’t know Cool's release but had seen the advertisement. The advertisement using the copy ‘think casual’ to appeal product to younger generation. But situation is not good for marketing department. From our survey, 52% of male want to buy the product or made a good image of Cool after seeing advertisement. But only 35% of the women made a positive image, and 30% of the women made a negative image of the product.(See Exhibit 6)
2.2. SWOT Analysis
2.2.1. Strength
1) Strong distribution channel and sufficient experience: As Lotte liquor acquired Doosan liquor BG, they could establish strong distribution channel through not only the capital region but also the whole country. And they can take advantage of Doosan’s sufficient experience.
2) Super-low degree liquor’s price competitiveness: Because low degree liquor use less raw materials, its COGS could decrease. Therefore, it could have price competitiveness over other liquors.
3) Pioneer of super-low degree liquor market: They entered the market of super-low degree liquor in the capital region first. Therefore, they could hold a dominant position over other competitors.
4) Product’s women-friendly features: By using Fructo-oligosaccharide(FOS), they could provide low calorie level and low degree’s alcohol with the product. It can be fully attractive to female consumers.
2.2.2. Weakness
1) Lack of awareness: According to survey, many people who know the launching of Cool don’t know Cool have 16.8 alcohol degree(See Exhibit 7). And there’re also many people who don’t know the launching of Cool even thought they already have seen Cool’s advertisement.
2) Cannibalization with Cheoumcheorum: Despite different target consumers between two products, both Cheoumcheorum and Cool emphasize the mild and pure flavor. As a result, lack of differentiation between two products makes consumers' awareness low.

2.2.3. Opportunity
1) Increase of women’s liquor consumption: Due to entering of women in public affairs, women’s liquor consumption is increasing. Particularly, liquors consumption of young women, who are targeted by Cool, is increasing evidently. Also, women’s preference for low degree liquor is good signal for Cool’s sales.
2) Well-being trend: Due to the well-being trend, not only women but men prefer to low degree liquor.
2.2.4. Threat
1) Substitutes: Cool is now facing many substitutes such as Makgeoli, wine or Cheongju. Those products have lower alcohol degree than Cool and are distrib

참고문헌

Kerin•Hartley•Berkowitz•Rudelius, Marketing 8/E, Mcgraw•Hill, 2006
한국가정법률상담소, 여성 60% `소주 반병 이상 마신다`, 2009
홍성준, 시장을 넓히고 싶다면 여성을 읽어라, KT마케팅연구소, 2009
최영철, '술의 전쟁' 종군기, 주간동아, 2009
Lotte Liqour BG,처음처럼 Cool
비즈플레이스, 처음처럼-효리효과 '톡톡' , 2009
김태준,국내 주류산업의 현황 및 주요 이슈에 따른 영향, KIS Credit Monitor, 2010.2.8.

#마케팅 #마케팅관리 #처음처럼Cool #처럼 #처음

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