Brand Awareness Investigation
-This survey show that the brand value of Zoo coffee-market is considered very
low objectively.
-The main reason would be they are still in production
Membership card.
e.g. Caffe' bene membershop card
Reduces acquisition cost
Lncreases retention rate
Strengthen the relationship with customers
Why we choose this
The world biggest coffee brand Starbucks
The PNU student-friendly brand ‘Coffee in Village’
Both are familiar with us
But lots of differences between them. What is it?
Domestic Coffee Market
Dong Suh food company has launched
'Maxwell House’.
This had dominated the domestic market.
(1970~1989)
The ground coffee market was f
Korean coffee market size
Korean coffee market size
(Criteria: the first half year of 2011)
2,000 billion won
Coffee mix market
- 1,100 billion won
중략
Dong Suh Food
Dong Suh Food Co., Ltd
Manufacturing & selling corporation
-Cereal, grain tea, coffee
Headquarter : Mapo-Gu, Seoul
CEO : Changhwan Lee, Tomas
Foundation date : 1968. 5. 23
1970 Launch the first pr
years
5.Perform green marketing through holding events
such as ‘Planting 100 trees on Tree-Planting Day” or
Hosting environmental lectures in TOMNTOMS
Academy as a long-run project.
“Bulid 11 more stores at suburban areas
(such as Pusan, Dae-Jeon) to accomplish
30% increased profits rate of increase over the
Last year in next 2 year and to be “a real
Korean brand.”
marketing strategy is an advertisement that appears in very famous entertainment media. Through a partnership with Sidus, they could broadcast the advertisement relatively easily. With a strong influence on the youth, Caffe Bene's main customers are young twenties. In addition to the coffee, the good quality of Gelato and Waffles is satisfying the customers.
SWOT analysis
- Strength
1) Usin