Q1-a
Select a product category where most brands seem to be pretty much the same
Describe some ways to differentiate that offering
Bottled water
Reason We Chose ‘Bottled Water
Various Brands Exist
But We Buy the Cheapest!
How to Differentiate
Premium Trend
Develop the deeper product line
Add more benefits
E.g.. Awakening, refreshing, relaxing, slimming and etc.
Sele
Major Stages
Management Innovation
Idea generation
Idea screening
Concept Development And testing
Marketing Strategy development
Business analysis
Product development
Test maketing
Commerciali zation
Kraft’s
Product
LifeCycle
Ⅰ. Overall Analysis
1. About Estée Lauder Company
1) Company History
Estée Lauder is a retail brand of luxurious cosmetics, skincare and fragrance products, and primarily targeting female consumers of age 30 and up. Sold in more than 120 countries and territories, Estée Lauder has a reputation for technologically advanced, high-performance products.
Since Estée
(2) 회사 개요
- 대표이사 : 곽재선, 전수용
- 업종 : 인터넷 관련 및 컴퓨터 운영 관리업
- 직원 : 180여명(2011년 4월 기준)
- 중소기업 해당 여부
: 2011년 까지 중소기업유예기간이 적용되어 현재 중소기업 기본법 제2조에 의한 중소 기업에 해당.
- 매출액 : 2011년 약 2천 억 원의 매출이 예
초략
3. SWOT Analysis
Strengths
- Parent company’s a strong
distribution system
- Lotte’s brand value
- The world’s first alkali
regenerated water
-The leader of low alcohol degree
-The differentiated marketing
Weaknesses
-The poor market share
comparing with the competitor
-Limited market; narrow consumer
Common Cold Flu
리노 바이러스, 코로나바이러스 등
200여종 인플루엔자 바이러스
콧물, 코 막힘, 목 아픔, 기침과 근육통
드물게 열 두통, 발열, 오한, 근육통과 같은 전신 증상이 목 통증과 기침
But most of them were unsuccessful because of their lack of efficacy a
costs. Often, price-sensitive consumers used online stores. After the appearance of online discounted stores, off-course shops improved their own existing merits providing custom fitting service as well as experiences to try and inspect demo models. Particularly, core golfers were attracted to the custom fitting stores. The golfers could choose a light-weighted clubface or a shaft that is inch lo
costs, firms have been trying to contract endorsement deals with golfers, who are influential to people.
4. Decline in the Number of American Golfers
One of the most serious concerns in the golf equipment industry is the drop in the number of keen golfers; people playing golf 25 times a year or more down sharply. The number of these core golfers fell 4.5% from 17.3 million in 2008 to 16.6
Produced in Hyundai Alabama plant
Moved to car agencies
Sales by dealers
Customers
Customers are well aware of Hyundai
Brand image?
Preferred by customers who seek value for money
Sales objectives – 515,000
HYUNDAI = Cheap car
(Influenced from ‘Excel’ late 80s)
Open a new factory in Alabama
→ Improve the image of HYUNDAI
First in America market
Cheape