Soju market in Korea
What’s special about Korean SoJu Market
Excluding Seoul and capital region, localization of soju 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 (In the year 2005, 참이슬 & 산 were the main brands
The main comp
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 is higher than other market.
< Position in the market>
According to pictures, Jinro market shares take half of the market sh
I. Introduction
- Soju Market’s M/S and 처음처럼’s feature
1. Background of launching 처음처럼
처음처럼 has launched in February 2006 by Doosan BG(Business Group). Before the product launched, Doosan was dealing with previous product, 산(山), taking 7.8% of whole market share. Because of low market share and stagnation of 산, Doosan decided to develop new product.
Doo
Age: Soju is a popular alcoholic drink around all ages over 20. Recently, the consumption of 20’s is increasing. When workers dine with coworkers, soju taking accounts for 62.5% of all kinds of alcohol.
Sex: young men and women tend to choose drink that has good taste and flavor and low proof.
Intake: 53.9% of people drink over
1bottle of soju at one time.
Who? other soju company l
Jinro performs Soju, wiskey, and the other alcohols business
Main office in 1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell Jinro Soju
In 1970, became No.1 brand turning around Samhak
In 1998, Chamisul was
1. Introduction
For last few years, 참이슬 of JinRo had a 50% market share in domestic soju market. JinRo didn't have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinRo is the market leader in soju market.
참이슬's the biggest rival is the 처음처럼. 처음처럼 broke 20˚ that maginot line of soju market and brotught low alcohol
♣소주의 역사 (http://soju.co.kr)
소주는 고려후기(AD 1300년 대로 추정) 원나라에서 들어온 것으로 조선시대에는 귀한 분에게만 대접하던 것이었다.
일찌기 몽고(후에 원나라로 칭함)에서는 페르시아의 이슬람 문화를 받아들이면서 증류방식의 술을 들여왔는데, 우리나라에는 징기스칸의 손자 쿠빌라이가
(1)Strength
Strong distribution
Typical image of Soju
Secure Verified Products
Alkaline water reserves of natural bamboo charcoal
(2)Weakness
The Old image beside Other Brand
Complex-type structure and organization of The aging of human resource
(3)Opportunity
QR Code by using the consumer smart phone user
Any company inform Drinking Party
Re
커뮤니케이션 전략
Objective : “산” 맛 길들이기
Concept : 산 문화 길라잡이
Target : 대학생
Publicity : 공격적 마케팅에 대한 News release
각 일간지 유통 단신 공략
일간지 문화면 공략
메트로 공략
Objective : www.soju.co.kr 활성화
Target : 20대 대학생
Plan : 방법 : 기존 홈페이지의 커뮤니티 활성화를 통해