and he is charge of CEO at Baesangmyun Brewery Co,.Ltd.
Sansachun claim to standfor a cultural venture and has an idea that function as an cultural messenger which introduce Korea culture through Korean liquor.
※ SansachunSansachunisthe brand, which is representative of Baesangmyun Brewery Co,.Ltd. Sansachun have big brand power(17.7) in the second place in yakju market.
The age group of soju is distributed evenly andthe twenties and thirties are the biggist consumer group. Especially, the twenties received attention and JinRo is making effort that raise brand image, awareness like various event, promotion.
Like this, Jinro maintained first place for few years in fierce competition and
want to consolidate the strongest positon by practicing marketing plan t
market) and whisky or the two drunk together as ‘poktanju’ lit. ‘bomb-liquour’ or a boilermaker. The South Korean version is a shot glass of whisky dropped into a glass of beer andthen downed in one. The practice has become so widespread that TV commercials have been aired lately to warn people ofthe dangers of over-indulgence. A few years ago, the justice minister was fired for some
themarket, however there is still enough room to grow in almost all themarkets because generally, domestic tobacco markets have been protected by government by operating a national tobacco company. However, the rapid flow of globalization and pressure to open trade borders by WTO are changing the industry’s mechanisms into becoming more global and competitive. The graph below shows thatthe w
and methodology
소주에 대해 관심이 있는 4명의 소비자를 선정하여 인터뷰를 진행하였다. 인터뷰에서 로열티 브랜드에 대한 선택 대안의 폭을 최대화하였고, 경험적 history 위주로 심층 인터뷰를 진행하였다.
인터뷰는 3개 단계로 진행되었다.
1) 소주 카테고리에서 informant가 가지는 의미
2) 소주 카테고