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
in Byeolgyo, the first place he reached isthe pharmacy. Although he didn't know about the place he had to work, and he haven't worked yet, he visited pharmacy and take refresher. He even purchased one box ofBacchus and handthem out tothe people such as program directors andthe people on the road. In this moment, itwasinferred that he wasinthe process of problem recognition.
Problem re
to advertise this product well-known.
Ⅱ. Situation Analysis
A. TheInternal Environment
Review of current marketing strategy and performance
Gorosoe is only famous inthe place where Gorosoe is produced. Gorosoe tree grow naturally Baek-woon Mt, Ji-ri Mt and Gangwon state. In Jeonranam state, people collect fluid of Gorosoe tree and use it as medical water anditis one ofthe impor
theBacchus-D started total marketing as a massive
production, massive advertisement, and massive sale.
-1991 theBacchus-F by a differentiated strategy, focused on
making brand advertising.
1-2. History ofTheBacchus's marketing campaign
As follows: three times oftheBacchus ads can be identified.
a. 60s-1976
'youth and vitality'
1964 Bacchus-D was produced
the school zones; Lotte Chilsung drink products, such as ‘Hot 6ix’, are now at the stake of losing a lot ofits customers.
Albeit, the sales volume was approximately 60 billion in 2012 andthe firm forecasts the sales volume to reach by 70 billion in 2013, itis an indisputable fact that thetotal sales volume of Hot6 would decrease inthe near future, unless consumers’ negative view of e