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분야
pptx1) Tofu market with Competition
2) Tofu market with Oligopoly
Ⅱ. Analysis of Pulmuone's tofu marketing strategy
1) Brand extension and Price Bundling
2) Price strategies and other minor analysis
Ⅲ. Analysis of CJ Cheil-jedang's tofu marketing strategy
1) Price adjustment strategies (segmented & promotional)
2) SNS Marketing
Ⅳ. Conclusion
1) Summary
2) Business Consulting for the two firms; Pulmuone and CJ Cheil-jedang
1) Tofu Market with Competition
①The scale of tofu market in Korea
Tofu market grows gradually following consumer's increasing interest on health.
After the release of Pulmuone's wrapped tofu, the scale of wrapped tofu is increasing.
Our target is also wrapped tofu in two companies, Pulmuone and CJ Cheil-jedang.
② Current state of tofu market
Pulmuone enjoyed the effect of occupation as the first mover in traditional tofu markets.
After release of CJ cheil-jedang’s ‘행복한 콩’, Pulmuone’s market share was dropped.
CJ still embarks on aggressive marketing campaigns and Pulmuone also conducts differentiated marketing strategy. Above graph shows Two companies’ current market share.
