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[경영학] 참이슬 마케팅 전략(영문)
[경영학] 참이슬 마케팅 전략(영문)
롯데주류(두산주류) 설중매, 산소주, 하이트진로(하이트맥주, 조선맥주, 진로) 엑스필, 참나무통맑은소주, 하이트진로(하이트맥주, 조선맥주, 진로) 참이슬, 대선주조 시원소주, 국순당 백세주, 배상면주가 산사춘
[마케팅] [마케팅]진로 ‘참이슬’ 마케팅분석 및 1위수성을 위한 차별화전략(A+리포트)
[해외시장조사론] 진로 소주의 중국 진출 사례 분석
[실패사례](주)두산 주류 BG의 `미소주` 실패요인분석 및 대안제시
[광고홍보학] 20대 소주 점유율 향상을 위한 참소주의 리포지셔닝 전략
경제경여 참이슬 마케팅 전략
[전시기획] 전통주류박람회기획서
[마케팅성공사례] 기업마케팅전략 성공사례
소개글
참이슬 마케팅전략(영문)에 대한 자료입니다.
목차
Ⅰ. Objectives
1. Chamisul’s present state
2. The features of Soju market
3. About jinro
Ⅱ. Research Findings
1. External environment & STP & 4P & SWOT
2. Brand management strategy
3. CheoumCheorum brand analysis
4. Customer Survey & Chamisul strategy proposition
본문내용
Jinro performs Soju, wiskey, and the other alcohols business
Main office in 1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell Jinro Soju
In 1970, became No.1 brand turning around Samhak
In 1998, Chamisul was given birth.(same time as SunhanJinro)
In 2006, Chamisul fresh was released(low-degree boom)
Planning to M&A with Hite now
Jinro-hite is now operating total ERP system for more investment abroad
④ Degree of Woman drinker is going up-Woman in her 20's is rasing up
⑤ The degree of so-ju is decrease
After 30 degree so ju in 1965, alcohol of soju is slowly go down.
Well-being trend makes degree of so-ju down.
People want to drink 18's degree so ===>> low degree soju is new trend
s w
o low degree, fast hangover
-> respond changing alcohol culture norrow target market
-> weak so ju
-> target to woman and man who not familiar with soju.
t alkali return water stability verification
there is unconditional competitor
->need to differentiation marketing narrow target market
-> encroachment possibility
Chamisul can also perform marketing which is targeting the senior(old people)-according to the development of medical technology and upcoming aging society