Introduction : the problems of the Kokomen
March 2011, in a korean TV show “Qualifications for Man” Young-min Choi, Hanguk yakult vice-chief, said that he was impressed by Kokomen. Using chicken broth as ingredient, its hot but light flavor was different from another 13 participant’s entries. As a result, August 2011 the Paldo began to sell the Kokomen into
Ⅰ. Introduction
1. Growth of Coffee market
1) The scale of brewed coffee market
The scale of domestic coffee market is 2.3 trillion won and coffee shops account for 1 trillion won. Korea is in the top of 10th of nation in terms of coffee consumption. This is a result of 10% plus high growth rate since 2000. Brewed coffee market is growing up according to spread of famous coffee shop, sma
Status report 1: Industry/Company review
Description of industry
Trends in the Smartphone market are constantly changing. This is the beginning of “Smart Life Revolution” which enables information gathering, personal tasking, building a social relationship, leisure activities just by using Smart-Phones. Nowadays, it is possible for us to search and share information, and deliver our me
production and sales which provides goods with low-prices. (Hong & Lee, 2007)
However, according to this paper, the most significant problem of Dongdaemoon fashion market is in the aspects of production, design, distribution and export. First of all, there is the increase in ageing of employees and no young skilled people. Also, Dongdaemoon market is losing its competitive because of the lower c
Benefits sought
- Consumer’s pursuit of healthy product and food
Life style
Increasing of consumer’s concern for safe product and food
on account of Melanin detection
Anticipative segmentation
Pioneering category of high quality well-being biscuit
by using ‘Organic’ natural ingredients.
Signaling Effect
- This strategy gives perception of high-quality ingredient’s use
Ⅲ.방송매체광고-라디오광고
1.라디오 광고 시급
-TV광고와 마찬가지로 Spot, 프로그램, 시보광고, 특집광고 등이 있다.
-요일 별 차이가 없다.
-3개(A,B,C)의 시급으로 구성.
-AM과 FM의 시급이 동일.
-청취 위주이므로 자막 광고가 없다.
2.라디오 광고의 장점
1)선별성
․수용자 계층의 대한 선별성
2. Impacts of I-Phone's appearance on the Korean domestic mobile phone market
iPhone opened up a new era of domestic smartphone market by expanding the market for the smartphone.
1) Immediately after iPhone was introduced into the market, the sales of smartphone increased from below 3% to 18.9%. So smartphones account for a huge portion of domestic mobile phone market. It means that iPhone re
Product differentiation
Since the USGA limitation on dimension, volume, CT, and MOI, most golf club manufacturers were trying to achieve differentiation in drivers either lowering the center of gravity to increase launch angle or by offering clubs with adjustable features.
Nike Golf, Callaway Golf, Nickent Golf, and Nicklaus Golf had introduced drivers using square or other geometric shapes to
3. Expanding Investment on Endorsement with Tour Professionals
Because it became difficult to diversify products due to regulations, golf equipment manufacturers relied more on endorsements of famous touring professionals. As the number of people interested in recreational golf boosted after Tiger Woods’s appearance in 1995, the number of people exposed to golf broadcasting or golf magazines
Product differentiation
-launch Herbal cosmetics made out of 5 different herbal
medicine extractions to market
-the brand containing the keywords from eastern philosophy
Price differentiation
-Set price equal/similar to foreign brands image
differentiation
-in position of unique luxury cosmetics which contains South
Korean atmosphere