Vision
OB beer company’s vision is not only to be the most popular and typical beer in the local place, Korea but also to be the world’s competitive beer.
Mission
we make our new brand image to the customer that our products are always with the customers. So we will easily communicate with our customers.
P- political
Restricted Commercial
E – economical
economy cooling
Ⅰ. Introduction
Kook Soon Dang (KSD), which means “House of good yeast and good wine”, was established in 1983 and has been one of Korea’s major producers of traditional alcohol beverages. Although 백세주 had been their main product for a long time, now 막걸리 is emerging as their focus item due to the recent tren
3. Situational analysis of Heineken
○ 4P Analysis
Product
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer
Key Value
- Always put customers first
- View beer as a way of expressing one’s individuality
- Try to create appropriate social, emotional environment for drinking beer Presently rank in No 1 brand in many regions
Carlsberg
- World’s fourth largest brewery group
-Competing markets: 3 areas Northern & Western Europe / Eastern Europe / Asia
- Carlsberg beer portfolio contain
④ Female's beer
By matching the current Cass Wright, the industry is building image claiming to advocate women's beer that is for only women, low calories, low alcoholicity.
2. 4Ps
1) Product
① Brand: Multiple branding strategy
Presently, In addition to the OB blue and Cass Beer is the flagship product. Cass Beer has a product line of Cass red and cass ice light.
②Product p