Bacchus D
To suggest new and more effective marketing strategy forBacchus D
Defining the Market
Market : Refreshing Energy Drink (RED)
Market Definition : Beverage consumed to enhance physical status
Consumer Needs : Health-conscious Koreans purchase the product concerning their health
History oftheIndustry : Bacchus’s role intheindustry is so huge that RED industry his
ofthe products were sold as a fatigue recover inthe 60s and 70s concentrating on the blue color and common population. People have interested in healthy life since late 90s looking forward functionally healthier drinks. According tothe trend, various drinks containing vitamins were produced. However, the share rate oftheBacchus in a beverage market is still one ofthe biggest. Andthe reason
and sold Bacchus-D and Vitagran-C. But as the time passed, the amount ofBacchus-D sales is decreasing and Vitagran-C can’t catch up Vita 500. So Dong-a medical decided to develop new product.
Korean health drink market is expanding rapidly because of well being trend and economic growth. There are many health product made by tea, garlic, mountain grape and so on. During our research forthe
is taking refresher. Maybe he had the experience that by taking the refresher in advance, he could maintain good body strength before hard work. So to protect body strength from hard work inthe future, he brought refresher to mind and made the decision to visit pharmacy.
Lee Soo Geun selected Bacchus among many kinds of products inthe pharmacy. In this case, we can realize that he recalled t
TheBacchus can sustain its share long enough, because it has been approved by people as an good flavor and healthy drink(vitamin B1, B2, B3, B6, taurine)
2) Price
A low price is one ofthe strongest competitive power oftheBacchus.
3) Place
Creation ofthe DSC(Dong-A Sales Circle) ofthe Dong-A company. It offered various services priory to pharmacies in real field after contracting