분야
docxⅡ Situational Analysis
A. Internal Analysis
B. Customer Analysis
C. External Analysis
Ⅲ SWOT Analysis
Ⅳ Marketing Goals, Objectives and Strategies
Ⅴ Implementation Plan
Ⅵ Financial Information/Plan
Ⅶ Conclusion
Ⅷ Appendix
Ⅸ Reference
A. Synopsis
This report is contributing to set the profit increasing marketing strategies for Lotte Chilsung Beverage Corporation, which is one of the largest beverage companies in Asia. With more than 40 years of know-how based business management skills, the company has quickly attained majority of the market share and thus, is now one of the top leading firm in the energy drink market of Korea. However, due to the recent rising concerns over health issues and the revision of 'Dietary life safety law for children', which now prohibits beverage firms from selling highly caffeinated drink products within the school zones; Lotte Chilsung drink products, such as ‘Hot 6ix’, are now at the stake of losing a lot of its customers.
Albeit, the sales volume was approximately 60 billion in 2012 and the firm forecasts the sales volume to reach by 70 billion in 2013, it is an indisputable fact that the total sales volume of Hot6 would decrease in the near future, unless consumers’ negative view of energy drink is improved. Therefore, the purpose of this paper is to introduce a new product called “Hot6 Young,”which is produced specifically for middle school and high school students by reducing the caffeine level. By reducing the caffeine level to under 150ppm, Lotte Chilsung can improve the negative image of Hot 6ix as a high caffeine products and increase market share, because the firm will now be able to produce within school zone areas—thus, differentiating from other energy drink products like Redbull. Shifting the main target from 20s to middle and high school students, and implementing creative marketing strategies introduced in the paper; Lotte Chilsung will surely secure its no. 1 position in the energy market and would be able to make revenue of .140 billion won in 2016.
http://company.lottechilsung.co.kr/
핫식스 공식홈페이지
http://www.lottechilsung.co.kr/brand/softdrink/softdrink_hot6.jsp?pid=1008
롯데칠성 재무재표
http://company.lottechilsung.co.kr/company/statement_re.jsp?nPos=010401
고카페인 음료 판매 및 광고 제한에 관한 기사
http://news.kukinews.com/article/view.asp?page=1&gCode=cul&arcid=0007417198&cp=nv
레드불 세계 시장 점유율에 관한 기사
http://www.asiae.co.kr/news/view.htm?idxno=2011072609391200198
한국 시장 내에서 핫식스와 레드불 점유율
http://news.mk.co.kr/newsRead.php?year=2013&no=401585
어린이 식생활 안전관리 특별법 [네이버 지식백과]
http://terms.naver.com/entry.nhn?docId=1721733&cid=706&categoryId=706
본격비교 에너지 드링크! Red Bull vs. Hot6ix.
http://nuncoip86.tistory.com/m/post/view/id/61
롯데칠성으로의 핫식스 이익 기여도
http://www.nspna.com/news/?mode=view&newsid=62955
'급성장' 기능성 음료시장
http://news.sportsseoul.com/read/economy/1191056.htm
에너지음료의 몰락—매일경제
http://epaper.mk.co.kr/Viewer.aspx?exec=viewsearch&GCC=AB00699&CNo=150312565
에너지음료 3등 경쟁
http://epaper.mk.co.kr/Viewer.aspx?exec=viewsearch&GCC=AB00699&CNo=139567548
10•20대 에너지음료에 빠졌다—매일경제
http://epaper.mk.co.kr/Viewer.aspx?exec=viewsearch&GCC=AB00699&CNo=124265888
에너지음료 카페인 범벅
http://epaper.mk.co.kr/Viewer.aspx?exec=viewsearch&GCC=AB00699&CNo=125606783
롯데칠성 핫식스 수험생에게 인기폭발(기사)
http://www.fnnews.com/view?ra=Sent1001m_View&corp=fnnews&arcid=111026144035&cDateYear=2011&cDateMonth=10&cDateDay=26
http://www.edaily.co.kr/news/NewsRead.edy?SCD=JC21&newsid=01744966596416856&DCD=A00302&OutLnkChk=Y
음료시장 판도변화 예고
http://www.ebn.co.kr/news/n_view.html?id=539726
핫식스 라이트, 후르츠에너지 제품 출시
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=001&aid=0006224328
롯데칠성 카페인 절반, 핫식스 라이트 내놔
http://sbscnbc.sbs.co.kr/read.jsp?pmArticleId=10000508550
핫식스 새로운 제품 20대를 겨냥한 그래피티 디자인
http://www.fnn.co.kr/content.asp?aid=6bc006f9d3f443a6bd50dd2a2e163c9e
핫식스 광고 반응 ‘핫’
http://www.edaily.co.kr/news/NewsRead.edy?SCD=JC21&newsid=02820806599593208&DCD=A00302&OutLnkChk=Y
핫식스 매출 작년 대비 30% 성장
http://news1.kr/articles/1297633
에너지음료 시장 3배 성장, 매출 700%증가
http://news.kukinews.com/article/view.asp?page=1&gCode=kmi&arcid=0006836055&cp=nv
내년부터 에너지드링크 학교 매점 및 인근서 판매금지
http://www.etoday.co.kr/news/section/newsview.php?idxno=829800
에너지음료 내년부터 광고제한
http://www.wowtv.co.kr/newscenter/news/view.asp?bcode=T30001000&artid=A201309160096
카페인과다함유 에너지드링크
http://www.mt.co.kr/view/mtview.php?type=1&no=2013111416152188231&outlink=1
에너지 음료별 카페인 비교
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=022&aid=0002491748
에너지음료 카페인 함량 및 권장량
http://media.daum.net/society/welfare/newsview?newsid=20120724140815507
에너지 음료, 청소년 일일 카페인 제한량 초과
http://news.kbs.co.kr/news/NewsView.do?SEARCH_NEWS_CODE=2755677&ref=A
에너지드링크 카페인, 스타벅스 커피의 절반
http://www.mt.co.kr/view/mtview.php?type=1&no=2013080116574120640&outlink=1
레드불 슈가프리 제품 출시
http://news.sportsseoul.com/read/economy/1214646.htm
에너지드링크, 여름효자 품목으로
http://www.dailypharm.com/News/172541
에너지음료 당분함유량 높아
http://www.ceoscoredaily.com/news/article.html?no=2816
