1. 그린 마케팅 (green marketing)
기존의 상품판매 전략이 단순한 고객의 욕구나 수요충족에만 초점을 맞추는 것과는 달리 공해요인을 제거한 상품을 제조 ·판매해야 한다는 소비자보호운동에 입각, 인간의 삶의 질을 높이려는 기업활동을 지칭하는 말이다. 최근 환경보호를 주제로 한 광고가 많아지고
in total sales. Its net profit was KRW 11.9 billion .
B. International Expansion History
Nongshim is famous for its great success in the instant noodle market not only in Korea, but foreign market like China, USA, etc. Currently it has been focusing on expanding its business area to premium instant noodle market in China and this chapter will cover Nongshim’s international expansion history.
3. Milk industry traits (chracter)
① Industry traits(chracter)
- High wall and local-concentrate market
② Industry development.
- 'Milk market's rate of growth' are decreased, but spread of well-being trend,
incerase of level of national income, incoming of western's dietary life, for this
reason 'premium milk market's rate of growth' is increased.
③ Chracters of business
Market Segmentation) 라고 한다.
[사례] P&G가 10가지 세제를 만드는 이유Procter & Gamble은 10가지의 다른 상표 세제를 (Tide, Cheer, Gain, Dash, Bold 3, Dreft, Ivory Snow, Oxydol, Solo 등) 생산하고 있다. 비누는 7가지, 샴푸 6가지, 식기 세제 4가지, 치약 4가지, 화장실용 화장지 4가지를 생산,판매한다. 이에 더하여 이들 상표
market by collaborating with the local conglomerates
- Easiest way to make success in Korean market due to the
unique Korean distribution system
“Korean consumers are used to finding their favorite stores
through department store chains”
- Refused Hyundai’s JV proposal (18% incentive)
-Heavy & Concentrated marketing in heavily populated area
-Zoning eve
with natives, learning foreign language
Year 2002, first regular album
Fluent in English, didn’t inform nationality
Culture product’s elaborate plan
China entry planned
Chinese style group, member name
Year 2005, active part as Tohoshinki
Japanese marketconcentrated after Japan entry.
Popularity in artistic TV programs
Start from local TV program
Concentrated marketing)
하나의 소비자층을 선택하여 그 층에 집중적으로 판매하는 방법이다. 치약의 경우 값이 싼 치약, 충치예방용 치약, 하얀 이를 위한 치약을 따로따로 만들기 보다는 그 중 하나를 선택하여 전문화하는 정책이다.
이 정책의 장점은 위 표의 a,b,c 층을 대상으로 하여 시장 점유율 (market sh
Concentrate on Liquor Industry?
① Liquor tax contributes to national economy
Liquor tax made a great contribution to build the foundation of our economy since 1960s.
② Liquor industry saves our farms
To produce liquors, raw materials are needed. Corns, barleys, and rice can be examples. Although domestic materials are 6~7 times more expensive than imported, we use fixed amount of domes
▪ History of KTF
- 1996. Acquired PCS business rights Held inaugural meeting of KTF Freetel Co. Ltd.
- 2001. KTF subscribers exceeded 10 million, Signed merger agreement between KTF and KTI.COM
- It has concentrated on the mobile E-commerce and IMT2000 as a frontier of the next generation mobile telecom.
- No.2 mobile company in Korea following SKT
▪ Market share
saturated