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[마케팅] 일동후디스 커피믹스 리포지셔닝 전략에 대한 자료입니다.
목차
1.Powdered Milk industry in Korea
2.Analysis of Four Main Powdered Milk Brands
3.Intensive Analysis and Comparison - NAMYANG vs ILDONGFOODIS
4.Repositioning Strategy for ILDONGFOODIS
본문내용
Powdered milk market have had a steady consumption. Further more, avoiding
breast-feeding phenomenon by current moms accelerates powdered milk consumption.
"한명만 럭셔리하게…" 유아용품 점점 고급화 (출처 : 시니어 뉴스 2012.02.18)
최근 출산과 육아비용이 치솟는 것은 여성 1명당 1.22명에 불과한 저(低)출산으로 자녀 수가 줄어들면서 나타나는 'VIB(Very Important Baby·매우 소중한 아이)'신드롬과 관련이 깊다. 부유층은 물론 서민층까지 '하나 있는 아이만큼은 소중하게 키우겠다'는 심리가 확산되고 있고…(중략)
Brand Performance
Containing premium ingredients and their nutritious benefits
Use milk of goat raised in clean region through 100% natural grazing
Innate functional ingredients of mother’s milk found in goat milk
Fortified functional ingredients of mother’s milk
Immune ingredients
Brain ingredient
Growth factors
Digestion and absorption
Essential nutrients
Cooperation with DGC(Dairy Goat Co-operative, Ltd)
Computerized Manufacturing System
Supervision of NZFSA(New Zealand Food Safety Authority)
RMP(Risk Management Program)
ILDONG has selected as the best brand by women 11 consecutive years
They got LOHAS certification
Protein contents of goat milk is easily digested and absorbed
without very low concerns for allergy, lactose
Chinese consumer are more likely to buy import powdered milk
because of product reliability
Competitive advantage ILDONG than other import brands
Korean and Chinese has similar physical characteristics
cause they are oriental
2. Korean and Chinese has similar eating habit,
it’s important to select nutritional ingredients
3. Chinese are unwilling to buy Japanese food after nuclear accident
1. It is hard to find powdered milk advertising from ILDONG
-> low brand awareness
2. Consumers cannot buy their product in common supermarket
-> Limited channel distribution
3. Available a few online store, specialty stores sells Korean product
-> Selective channel distribution
Choose adequate vendor to supply their product
Conclude franchise agreements with franchisee
Use opinion leader
Use home shopping vendor
PPR advertising