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분야
pptx2.Problem Definition
3.Solution
4.IMC Strategy
Target market: 20-30 male
Recorded avg. 23% of monthly increase of sales
Accounted for 72.2% of the market in 2008
Cantata enjoyed first mover advantages in the market
with overwhelming market share as it was launched in 2007.
High Competition
In Premium RTD Coffee market
New competitor brands entered the market,
and they are rapidly taking over T.O.P’s Market share.
They have to change their theme
for continuous success.
Love, kiss, a pair of lovers, those materials are easily fed up as time goes on.
- online comment on T.O.P advertisement
There is no more tingle to the ad.
Now I think its all repetition.
In the next ad, they will have to come up with something other than love or kiss.
- Hong Ju-Won (student, 27), In-Depth Interveiw
But now, the consumers are
getting tired of the similar ads.
They must show something more deep.
- online comment on T.O.P advertisement
Considering consumers’ opinions that the current
theme is being overused, we need to reconstruct the concept.
