1) Possibility of Measurement Surveyed consumer's taste and desire. The survey helped find What product consumers want
2) Marketability
Increased the number of stores steadily. Sales went up from 18% to 33%.
3) Accessibility Segmented the market into
Lotte & PEPERO
- 시장의 진입장벽이 높다
- 저성장 산업이다
- 내수 시장 중심이다
- 경기 변동에 탄력적이며, 대체 제품이 많다
빼빼로 2005년 4월 기준 매출액 7위
칸쵸, 쵸코송이에 이어 동종 제품 매출 3위
경쟁사 유사 제품 다수 출시
2002년 제과시장 8~9% 성장 2조원 시장진입
Segmentation
< Group 1. Soft Kidult vs Mild Uncle >
이 그룹은 패션에 너무 민감하지도 무관심하지도 않은 중도적 성향에 모던함과 로맨틱함을 동시에 가진 후기 추종자 그룹니다. 4개 그룹 가운데 여성적인 이미지에 대한 선호도가 가장 높으며 스포티한 이미지에 대한 선호도는 가장 낮아 메트로 섹슈얼적 특
Marketsegmentation is the process that companies use to divide large, heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
PRIZM NE classifies every American house
Market analysis and STP
MarketSegmentation & Targeting
Segmentation & Targeting
Age and life-cycle stage segmentation
- Age segmentation : 10대 / 20대 / 30대 / 40대 …
life-cycle segmentation : 직장인 / 주부 / 학생 / 전문직 /
운동선수
▷8seconds의 main target인
20-30대 젊은 연령층의 대학생 / 젊은
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be
The business portfolio is the collection of businesses and products that make up the company
Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make up the company
Market penetration is a growth strategy increasing sales to current marketsegments without changing the product
Market development is a growth strategy tha
directly. So, we use mass media to promote the city, but we just invite them to our city.
Financial
our marketing goal is 12million visitors until 2012. When we reach that much visitors, they might create circulation system, and the people around the world, visit our city more often.
1. Introduction
Our group’s topic is ‘Seoul city tourism’. We select this topic because we decide tha
1. Executive Summary
Our marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target marketsegments. This project will examine and carry out an analysis of the feasibility/ desirability of entering the Hong Kong market with an existing product, rice beverage, expanding into a new geographic region.
2. The Challenge
2.1 STP
-Segmentatio
market yet. And also TopShop from UK can be a potential entrant as well.
Substitutes:
Substitutes for UNIQLO would be the other competitors within the SPA market. If the consumers do not want to go to UNIQLO for personal reasons, they can visit H&M, ZARA, and GAP to buy similar clothing.
3) UNIQLO’s STP STRATEGY
Segmentation:
UNIQLO’s segmentation is unique from o