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분야
hwp2. Body
1) SWOT : Analysis the current situation of S beer in the market.
2) STP
3) The strategic developments of the growth
4) Competitive advantages of S beer
5) Main marketing strategies of S beer
3.Conclusion
Prospect of S-beer and some suggestions for success
1. Vision
- Functional-Healthy Product
- Well Being
- The young trend which maintain their body
2. Sensitive Design
A tool fill with beer have 3 sorts of bottles. 330ml bottle, 355ml can, 1,600ml pet. They want to appeal to women so it made by S line. Also they choose dark green colors the first.
3. Confirmed from US FDA as using ‘dietary fiber’
Fiber is known as sixth nutrient that they help to improve constipation and obesity.
They introduce fiber which is really help to keep their S line in Korea. Certification mark also is designed very clearly and unique, not normal, so they get better persuasion.
4. Differentiated product
S beer target to 20~30ages young women group and contain fibers in the beer. The beer market is going fierce competition, so they target a premium market. Fiber is great choice to enter the new market. Korean people have to eat 20~25g each day. However they eat just 17.3g. So about 3~8g fiber is lacked. Hite find this kind of fact, which is made Fiber beer first in Korea.
Various events : To be recognized by 20 to 30’s of young women, they sell their products in the night club. In addition, they try to make voluntary participants in various events. For instance, party festival; they supply lots of prize with money for participation every year. After events, they made their image "Stylish "in young generation's mind.
3. Competitive advantages of S beer
1) S-beer came out of the beer market aimed to catch ‘Cafri’, which is number one beer in the premium beer market, by selling more than 1 million boxes. By now, the market share in beer industry, HITE beer has about 52%. It’s more than 48% which is Cafri and Budwiser’s market share.
www.s-beer.com
www.kotra.or.kr
www.kalia.or.kr
www.nso.go.kr
www.fnnews.com
www.naeway.co.kr
www.hankyung.com
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하이트 마케팅 신화 - 박복동, 나남출판, 1994
