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분야
pptx2. Situation Analysis
3. Current Strategy
4. STP
5. Suggestions for IMC Strategy
‘Alkali regenerated water’
Tried to deliver
healthy and soft image
Cool and young image for Target customers ofWomen in 20s
Emphasized ‘mildness’ by promotingto ‘shake’ it
Main Competitors
참이슬
M/S : 47.1%
진로
Long History
First Mover Advantage
2 types for different
products: Classic & Fresh
좋은데이
M/S : 12.3%
무학
was launched in Busan
Mainly consumed in Kyung-Nam
area based on regional bonding
Rapidly catching up 처음처럼
Hard to differentiate in terms of taste
Consumers mostly cannot distinguish the
flavor or scent of the product
참이슬 & 처음처럼 are ranked 7 & 9 by
sommeliers, although these are popular brands
→ It is crucial to build a strong brand, through the IMC Strategy
Pretty well integrated under its concept , but not appealing to customers
↓
1.The overall concept of 처음처럼 is outdated
2.It is not appealing to all target groups of 25 – 35 years old,
Current strategy only appeals to women and few men
3.Each promotion strategy is not attractive enough to raise attention
TV Ad
Combination of celebrities from different areas do not harmonize well together, deteriorating the sex appeal of Hyo-Ri Lee
(2) Events
Many people are unaware of various events 처음처럼 is holding
(3) Application
Battle App, a program that contains a variety of drinking related games, lacks uniqueness
