Soju market in Korea
What’s special about Korean SoJu Market
Excluding Seoul and capital region, localization of soju products such as 시원, 잎새주..etc. (geographic segmentation)
진로 참이슬 takes the high market share(nearly 60%)
진로 & 두산, two main companies occupying the whole national soju market (In the year 2005, 참이슬 & 산 were the main brands
The main comp
sojus.
-일품진로
The concept of 일품진로 is luxury. So they used 100% rice and made by hand.
-진로골드
진로골드 is original Jinro soju. So over than 50’s customers prefer it than other sojus. In short, this segment market, customer loyalty is higher than other market.
< Position in the market>
According to pictures, Jinro market shares take half of the market sh
I. Introduction
- Soju Market’s M/S and 처음처럼’s feature
1. Background of launching 처음처럼
처음처럼 has launched in February 2006 by Doosan BG(Business Group). Before the product launched, Doosan was dealing with previous product, 산(山), taking 7.8% of whole market share. Because of low market share and stagnation of 산, Doosan decided to develop new product.
Doo
Age: Soju is a popular alcoholic drink around all ages over 20. Recently, the consumption of 20’s is increasing. When workers dine with coworkers, soju taking accounts for 62.5% of all kinds of alcohol.
Sex: young men and women tend to choose drink that has good taste and flavor and low proof.
Intake: 53.9% of people drink over
1bottle of soju at one time.
Who? other soju company l
Jinro performs Soju, wiskey, and the other alcohols business
Main office in 1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell Jinro Soju
In 1970, became No.1 brand turning around Samhak
In 1998, Chamisul was