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분야
docⅡ. Analysis of Current Situation of Kook Soon Dang
2.1. Market Situation
2.1.1. Current trend in Alcohol consumption
2.1.2. Current Market trend in Domestic 막걸리 market
2.1.3. Competition in 막걸리 market
2.1.4. Current trend of 막걸리 products of KSD
2.1.5. Customer Analysis
2.2. STP Analysis
2.2.1. Segmentation
2.2.2. Targeting
2.2.3. Positioning
2.3. 4P Mix Analysis
2.3.1. Product
2.3.2. Price
2.3.3. Place
2.3.4. Promotion
Ⅲ. Suggestions for IMC
3.1. Objective of IMC
3.2. TV commercial
3.3. Customer-Oriented Promotions
Ⅳ. Conclusion
Kook Soon Dang (KSD), which means “House of good yeast and good wine”, was established in 1983 and has been one of Korea’s major producers of traditional alcohol beverages. Although 백세주 had been their main product for a long time, now 막걸리 is emerging as their focus item due to the recent trends among young people. Domestic 막걸리 market grew by 60% between 2009 and 2010. Brewers offer a wide selection of 막걸리 and each brands has differentiated products by their thickness. In this project, we are going to cover the KSD 막걸리 product lines.
The motivation behind our project is based on the current threat that KSD products are facing. KSD once had successfully expanded their customer group even to young generation. However, competitors started marketing activities while KSD’s strategies are also becoming ambiguous in positioning. Therefore, KSD’s market leader position is threatened by these factors. Considering this situation, we decided to evaluate their current communication strategies as well as the market situation, and detect the threats and opportunities they are faced with. We are also going to suggest possible future strategies in order for them to adjust to the new circumstances.
