20 and 33 (the second and third segments) living in Apgujung-dong.
2) Targeting strategy: a combination of differentiated marketing and mass-customized marketing through providing different marketing strategies to different age group and customized services for each customer.
3. Positioning
1) Positioning statement: “T.A.C is more convenient than other skin care shops, fitness centers an
20s and 30s are interested in adventure and prefer going places with a friend or their lovers. We can also see that the 20s and 30s enjoy very active leisure activities. But because of the lack of free time their leisure time is limited.
Even though they have many different interests they do not stay interested in one interest. As they usually hang out with friends and peers so the WOM is great.
20s to 40s long ago. Now, we can target any segment. For example, we can add silver couple in our dating program because they go out for date often like 20s these days.
Threat: At the perspective of product life cycle, Cocofun entered in growth stage. In growth stage, many competitors showed up in market. Cocofun is confronting competitors especially in online coupon market. As Cocofun failed to
20
The Coffee Bean 1 4 1 3 4 13
Instant Coffee 4 1 5 0 1 11
Dunkin Donuts 3 2 4 3 2 14
The market research from new target customers
“Starbucks Daechi-Dong (at a Eun-Ma APT back gate)”
Easily accessible place because it is located at bed town.
Don’t lean upon not specific generation but all generation.
Above 60% customers are 30s young housewives, elderly women and middle-
-20世紀 英國詩-
(1) Thomas Hardy(1840-1928) : "The Darkling Thrush"
"The Darkling Thrush"
1 I leant upon a coppice gate
2 When Frost was spectre-gray,
3 And Winter's dregs made desolate
4 The weakening eye of day.
5 The tangled bine-stems scored the sky
6 Like strings of broken lyres,
7 And all mankind that haunted nigh
8 Ha