분야
docx1. Background
(1) Introduction of the Coca Cola Company
(2) Introduction of the Glaceau Vitamin Water
2. Current Stage
3. Problem
4. Environment Analysis (P.E.S.T Analysis)
5. S.W.O.T Analysis
6. STP Analysis
(1) Segmentation
(2) Targeting
(3) Positioning
7. Suggestion : 4Ps
8. Conclusion
9. Bibliography
Glaceau Vitamin Water owned by Coca Cola is currently focusing on 10-20s female customers for launching their innovative advertisement. With the fresh image of “water with vitamin,” it became a symbol of modern and healthy oriented life. They had efficiently used story telling marketing method, use publicity and did personal selling in streets at Kangnam station and Garosu-Gill which made people to be well aware about its product. However, by analyzing PLC life cycle, PEST analysis, and STP, we thought Glaceau Vitamin Water’s current target is too narrow to success in a long term. In order to establish loyal customers and increase their market share, especially in maturity stage, Glaceau Vitamin Water needs to separate segmented group by their needs. We choose four submarkets which are exercise lovers, studious people, health conscious and trendy followers. Among these submarkets, we choose to focus on health conscious and trendy followers according to the predict profit by looking as perception map. Our team suggests these two submarkets should be informed, persuaded and reminded continuously by promotion. We believe that our 4P suggestion could help to success in future market for Glaceau Vitamin Water.
Coca Cola Beverage Company website.
http://company.cocacola.co.kr/AboutCompany/history.html (2012. 4. 12)
Glaceau Vitamin Water website.
http://www.glaceauvitaminwater.co.kr/ko_KR/pages/flavors/flavor_lineup.html (4. 12)
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