![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-1](http://images.happyhaksul.com/thumb/493/492130-0001.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-2](http://images.happyhaksul.com/thumb/493/492130-0002.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-3](http://images.happyhaksul.com/thumb/493/492130-0003.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-4](http://images.happyhaksul.com/thumb/493/492130-0004.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-5](http://images.happyhaksul.com/thumb/493/492130-0005.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-6](http://images.happyhaksul.com/thumb/493/492130-0006.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-7](http://images.happyhaksul.com/thumb/493/492130-0007.gif)
![[마케팅] MP3플레이어 YEPP 마케팅 전략(영문)-8](http://images.happyhaksul.com/thumb/493/492130-0008.gif)
분야
docx2. Market Situation Analysis
1> Market Share
2> Customer Analysis
3> Brand Preference
3. Current Marketing Strategy
1> Micro Trend
2> Low Price
4. Problem
1> Primacy Effect of Samsung
2> No Identity of Yepp – ‘ Yepp =? ’
5. New Marketing Strategy – ‘3s’
1> Smart
2> Simple
3> Sports
Next chart shows the Mp3 player brand preference of 20s and college students.
Over half of 20s like ‘iPod’ made by Apple, and then iriver follows. However, in short, 20s and college students are not really want ‘Yepp’. Brand preference data might reflect to future sales and future market share. In terms of that, future success possibility of Yepp would lower than other Mp3 players. Especially, 20s is powerful customers in this market. So, this answer structure is serious issue to ‘Yepp’.
3. Current marketing strategy
1> Micro Trend
- Compared to other competitors, such as iriver, ipod, Yepp has launched various services about design, price, etc. Actually, in 2009, Yepp shared 72% about MP3 design registration rate in domestic (ipod rated 6%, iriver rated 16%, cowon rated 6%).
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- It means Yepp can offer various designs to customers. That is, Yepp enters into market that has various age groups segmenting. It can be satisfied to customer for their personality. Also, it has advantage that targeting each age group. That is, Yepp’s current marketing strategy is that make use of micro trend strategy, it is compared that ipod makes use of macro trend strategy.
2> Low Price
- Yepp has launched strategy that quality of goods is good (It sometimes has high-value), but their prices are low. That is, Yepp has launched in the middle of super-value strategy and good-value strategy.
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- According to above chart, we can see that Yepp has high quality of goods compared to other competitors.
- However, price of Yepp’s goods is lower than other competitors. Actually, compared to Yepp, Ipod, Cowon, Iriver prices, Yepp have lowest prices almost models, in similar function.
Pic #1 http://kr.samsungmobile.com/product/yepp/product/event
Pic #2 http://blog.naver.com/wltns8318?Redirect=Log&logNo=110042868842&vid=0
http://www.google.co.kr/images?q=IPOD&hl=ko&newwindow=1&complete=1&tbs=isch:1&sa=N&start=60&ndsp=20
