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
Ⅰ. INTRODUCTION
There are so many fabulous alcoholic drinks around the world and many countries are famous for there own traditional liquors. France’s Wine, Russia’s Vodka, Japan’s Sake, German’s Beer can be examples. Of course, there are so many great liquors in Korea too. However, few foreigners know Korean traditional alcoholic drinks. Our team has curious about this point. Why th
liquor go to waste.
Never let it go to waste
- Oh.!
Never let it
Ida. Ida, I adore you.
Never let good liquor go to waste.
- Arrivederci.! Ciao.!
- [Man] Go on. Beat it.
- "Scusa pleasa." Bye-bye.
- [Man] So long, sucker.
Ill drive. Ill drive.
Give me the keys. Give me the keys.
Give me the keys.
Ill drive.
[Man Humming]
[Glove Compartment Opens]
[Engine Starts]
[Laughing]
[Chattering]
[For
Commercial
E – economical
economy cooling down
economy growing
S – social
understanding social trend
T – technologyBlue technology
M & A with Interbrew
L – legal-lowering the liquor tax-Import duties of Beer has been favorable to Companies out of Korea.
E – environmental-weather & season Condition
-eco-friendly management
commercial.
Thats work at least, right?
l think someone rang before. Did you hear?
- So, how do you all know each other? - We grew up together, Cassie and l.
We were those little girls at school with the plaid skirts.
- And Lee and l met at Northwestern. - He was the star actor, the handsome athlete.
Everybody wanted him. But Laurel got him.
- Melinda? - Hi.
Melinda?
- Hi, Melinda, hi. - My goodn
liquor does he drink?
What kind of girls does he like?
Thats a very good idea.
- Thank you.
Develop it further, Leonard.
- And here...
This isnt bad either.
But what colors that floor?
Lilac.
Lilac? Who has
a lilac floor in their kitchen?
I have.
Well, everyone
isnt as artistic as you are.
We have to sell this wax
to average, ordinary people.
Them!
Carol, Ive photographed
this can of wax from eve
liquor market
The First Launching of Hot 6ix product in March , 2012 and leading booming sales of Energy drink in Korea
II. Situation Analysis _ Internal analysis
Current Goal & Objective
Current goal : To increase market share by selling new products ( light and fruits energy )
Current Objective : To achieve sales of 70 billion won in 2013
Analysis on current energy drink
“ 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
2.0 Situation Analysis
Hite has introduced several liquor brands and it has been one of the top selling beer and soju company. But recently when they introduced the new beer label called Max, they faced difficulties facing customers and winning over the competitor company OB. Through up-graded marketing of Max, Hite now will increase the brand RECALL of Max. The marketing also help the company g
1.For the old, Intensify current high quality image.
Emphasizing no hangover image demonstrated by Japanese doctors , be the “Business Liquor with little harm in health “
Not so big success of Soju in western market unlike Japan
not enough identification of Korea to reach Americans’ recognition
Identity of Soju is equivalent of identity of Korea ( cultural product )
Posi