health conscious and trendy followers. Among these submarkets, we choose to focus on health conscious and trendy followers according to the predict profit by looking as perception map. Our team suggests these two submarkets should be informed, persuaded and reminded continuously by promotion. We believe that our 4P suggestion could help to success in future market for Glaceau Vitamin Water.
◆ Modern Society and Web 2.0
Web 1.0 era as the word of "sea of information", we are exposed to a lot of information. Regardless of distance and time, we can easily send information as well as our own private information. Also, the amount of data, in 1989, the European Particle Physics in Switzerland, developed hypertext and MOSAIC invented first web browser in 1993. Those changes helped to
SPA 브랜드 (Specialty store retailer of Private label Apparel Brand)
자사의 기획브랜드 상품을 직접 제조하여 유통까지 하는 전문 소매점
기획, 생산, 판매의 일관관리로 중간 비용을 절감하고, 고객 접점 정보의 확보가 용이
→ 유통의 다단계성에 기인하는 재고관리 등의 비용 증가를 억제 가능
단, 시장 수
1. PROS
Market share↑ Market Power↑
Parent company – Affiliated company
(No more consuming competition)
Enhancing product quality
Improved scheduling
Jobs’ effect
(Stock exchange, biggest shareholder)
Pixar, securing stability
(Uncertainty goes down)
Synergy!
2.CONS
The value of Pixar could be overestimated ($6.5~7.4 billion)
Increased
1.Meaning of Brand Name
Caffe + Beneve(Pleasant feeling)
= The caffe gives pleasant feeling
2.Brand’s Story
“I feel Europe with a cup of coffee in Caffe bene again today”
3.Differentiated Interior and Space Design
Pursuing a cozy ambience for
good place to stay
Differentiating from other urban coffee shops
through European vintage interior
4.Star marketing & PPL
Choosin