Case Study ① – Successful : Chorok Maesil
Price strategy
To give the image that this is a luxury drink which are made of good materials, we adopted middle-high price strategy
Main target: The customers who have a degree of purchasing power and are relatively inelastic.
Distribution strategy
Independent marketing channel in which the direct investment cost is low (Agency
studied Hite beer's past, present and future strategies.
Third, to see purchase behavior and satisfaction of consumers, we had a survey method.
Finally, through these study process, we would offer the way Hite beer could retake top of beer market again.
Ⅲ. Basic Framework
This study consists of total 4 chapters and the main contents of each chapter goes as follows:
Chapter one
French international
hypermarket chain
Levallois-Perret, France
Carrefour = "crossroads"
Sales:
60%: food,
40%: nonfood item
Preferred retailer wherever it operates
Organic, sustained, profitable growth
Client-oriented culture
Transformation
Innovation
First priority : France
> Generate growth by enhancing
sales growth, price competitiveness
and its price
MASTER CHARGE
1966 – ICA formed,
creating Master Charge
1969 – First National City Bank joined
MASTERCARD INTERNATION
1979 - Renamed
2002 – Merged with
Europay International SA
MASTERCARD WORLDWIDE
2006 - Renamed
2006 – New corporate logo
Promotion
Sponsorship
Formula One: Jordan Grand Prix Formula One
Soccer: EURO 2008, World Cup 2008
G
Main events
Figure skating gala show
Tennis match
Marketing concept
Royal & Luxury
Main target public
High class sports
Strong purchasing power
Middle class ↑
Make people interest to the Hyundai card for this event (just common people) – visit the Hyundai card homepage or search the internet about this event etc.