and capital region, localization ofsoju products such as 시원, 잎새주..etc. (geographic segmentation)
진로 참이슬 takes the high market share(nearly 60%)
진로 & 두산, two main companies occupying the whole national soju market (Inthe year 2005, 참이슬 & 산 were the main brands
The main competitor for ‘두산’ would be ‘진로’, therefore it needs toincrease the l
the BCA method of construction, andthe Marrying method of construction. So they try to distinguish 참이슬 Fresh to참이슬 or other sojus.
-일품진로
The concept of 일품진로 is luxury. So they used 100% rice and made by hand.
-진로골드
진로골드 is original Jinro soju. So over than 50’s customers prefer it than other sojus. In short, this segment market, customer loyalty
For example, 참이슬and 처음처럼 are based on Seoul, Gyeonggi-do, and 참소주 is Gyeongsangbuk-do, 시원 is Gyeongsangnam-do, 잎새주 is Jeollanam-do.
This regional preference would not change easily, because companies already have their heavy-user and customer loyalty. But more than 40% Soju is consumed in Seoul and Gyeonggi-do, Doosan decided to chase Jinro at least 20% of region m
in 1970 but reduced and sold many subsidiary because of excessive expansion ofthe business and I.M.F. So, in present, alcoholic beverages business remain.
참이슬 is the best brandin domestic soju history. Attribute of참이슬 is clean byintroducing bamboo charcoal filter method forthe first time. JinRo lowered alcohol degree from 25˚ to 23˚ and gradually lowered by 20.1˚. Thus, 참
by
sommeliers, although these are popular brands
→ It is crucial to build a strong brand, through the IMC Strategy
Pretty well integrated under its concept , but not appealing to customers
↓
1.The overall concept of 처음처럼 is outdated
2.It is not appealing to all target groups of 25 – 35 years old,
Current strategy only appeals to women and few men
3.Ea