Introduing MakgeolliMakgeolli is supposed to be the first alcohol in Korea. It is not known exactly when Korean start to make and drink alcohol. But people supposed that Makgeolli is the first Korean alcohol.
Makgeolli's color is usually white. Because It doesn't filtered rice. So comparing Makgeolli with other alcohol, it makes you feel full.
In the past, Usually Farmer drank Makgeolli. Farm
In this situation, one of the ways to keep their market share for each producer is having innovative technologies. In the makgeolli industry, producers are trying hard to develop technologies for better taste and longer shelf life. Those kinds of technology innovations, which were previously explained, affect marketing of the product. With these technologies, marketing network for makgeolli exten
commercials have been aired lately to warn people of the dangers of over-indulgence. A few years ago, the justice minister was fired for some ‘inappropriate remarks’ after a lunchtime session on the boilermakers.
The popularity of poktanju has seen South Korea become one of the largest importers of Scotch whisky, with more Ballantine’s 17 Years downed than anywhere else in the world. Whisk
“ House of good yeast and good wine”
Major Producers of
Traditional Alcohol
Beverages in Korea
Established in 1983.
Main Product ;
Baekseju to Makgeolli.
Marketing strategies are focused on Makgeolli
Competitors’
marketing activities
& Ambiguous positioning
Alcohol Market
Low degree
liquor market
is growing
Makgeolli Market
Dramatically
Increased
D
Cross marketing : the action or practice of selling among or between established clients, markets, traders
This is one in which a company
concentrates on selling a product
by accentuating Its special quality
or feature that allows it to be easily
recognized and differentiated
from other products.
(2) Price strategy
-> old makgeolli getting market share, it needs to take low p