in advertising expenditure, Vita-500 is important products in Kwang Dong Pharmaceutical CO. In 2001, Vita-500's sales rate just 5% oftotal sales. But In 2003 Sales rate increase 25% oftotal sales.
Domestic vitamin market scale is 130000000000(Approximately 500 products). Invitamin drink market, Vita-500's market share is 70%.
2. Introduction of product
- Introduction ofVita-500
Ing
and healthy drink(vitamin B1, B2, B3, B6, taurine)
2) Price
A low price is one ofthe strongest competitive power ofthe Bacchus.
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 specially that made the company earn certain amount of money.
4) Promotion
Depending on the ag
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 ofthe Bacchus in a beverage market is still one ofthe biggest. Andthe reason
To suggest new and more effective marketing strategy for Bacchus 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 history itself
health conscious and trendy followers. Among these submarkets, we choose to focus on health conscious and trendy followers according tothe predict profit by looking as perception map. Our team suggests these two submarkets should be informed, persuaded and reminded continuously by promotion. We believe that our 4P suggestion could help to success in future market for Glaceau Vitamin Water.