1. Executive Summary
Lotteria had launched RICE BURGER twice –in 1999 and 2003. Regardless of thorough marketing research, Rice Burger failed to survive in the market both times. The sales rate was inconsistent, and there was an unfavorable product image of rice and burgers being combined. Also, it was uneasy to eat and make. However, according to the surveys done by Lotteria, the people
5. The Key Success Factors for contrarian marketing.
(Jun Sang Yeo, 2004)
To do the success contrarian marketing, various factors are required. Let’s see these factors, by categorizing two parts: individual side and organizational side.
1) Individual Factors – Four minds
a) True bravery which move to the action
True bravery is trying to boldly act rather than the hypocritic
1. Why Select Soap?
국내 생활용품 시장 1조원 상회
물량 정체, 금액 성장의 성숙산업패턴
외국 수입 브랜드 시장 잠식력 증가
비누의 마케팅 전략의 변화와 대안
2. Market Overview
80년대 후반 자연첨가물로 차별화
93년 도브 출시, 프리미엄 시장 대두
2000년대 다양화, 고급화
CJ식물나라 “라이스데이
· Reduction rate of rice consumption was
-0.13% in 1970s, -1.0% in 1980s,
-2.6% since 1990s
· Rice consumption in farm region(127.6kg) was 1.7 times larger than urban region(73.3kg) in 2007
· Rice consumption per a day is 0.35kg in farm region and 0.28kg in urban region
Comparing rice consumption by market through out the ages, twenties occupy the largest proportion of rice consumptio
So, we need to identify the source of this phenomenon by using age consumption analysis. Meanings of age consumption analysis are like these
First, by comparing the age of rice consumption expenditures we can recognize generational differences in favor of rice.
Second, we may get how each generation response to generational changes by tracking the long-term changes in rice consumption.