EXECUTIVE SUMMARY
The appearance ofthe new productinally, banana is white> inthe banana flavor milkmarketisthe hot issue ofthe field. Turning the idea of banana milk = yellow into banana milk = white, it seemed to success catching the people's attention. They named their productinally, banana is white>, andit imply its competitors have artificial color in contrast with it.
milk, Namyang
milk so called Big 3
To attetion milkmarket's industry chracters is that each product's brand-power is important. Brand which stored in consumer's memory is go to buying. After all toincrease of advertisement, milkmarketer need to method to improve brand acknowledgement
4. Milkmarket consumer's chracter
① Classify milkmarketTo FCB model, itis rational and low
in other countries like Europe and Asia, CSD sales were increasing.
-Fast foods & Restaurants
Distribution of CSD industry in US, the supermarket takes a most ofthe place and fountain outlets and lastly vending machine. When these industries became active CSD industry gets profittogether.
-Well being trend, were the threat for CSD industry
People started to feel that the CSD is bad for h
in Korea yet simply do not head out ofits role as nutritional foods.
Anyway, we still have growth potential market for milk. Because ofthe change of generation, it has developed for the generation to meet themilk. In order to preempt to potential market, we need a new marketing strategy.
⇒ Milkmarketinthe maturity
b. Themilkmarketinthe past and now
- Before the functio
and system. Because comparing with other products, shelf life ofmilkis very short and if the company make and hold overstock, then they can't sell but cast it aside.
For example, if an electronic company made 100 TV but they sold only 70, they can sell the rest ofproducts 30 TV using new market extension or price discount. Milk companies, however, if they can't sell their milkin time, the mi
The alder tree
1-5. Who needs Morning care
-Busienss men who often attend drinking parties or women who dislike alcohol
-Business beginners who find it difficult to break atomosphere by leaving the drinking tables.
-People who would like to take care of colleagues and friends in parties or gatherings.
2. COMPETITION
1. Background ofmarket establishment (domestic)80% of alcohol c
In this situation, one ofthe ways to keep their market share for each producer is having innovative technologies. Inthe makgeolli industry, producers are trying hard to develop technologies for better taste and longer shelf life. Those kinds of technology innovations, which were previously explained, affect marketing oftheproduct. With these technologies, marketing network for makgeolli exten
to be addressed if they want to rise tothe next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, andtheproducts in which they produce. Another weakness that has been greatly publicized isthe health issues that surround some oftheir products. Itis known that
and Chinese has similar eating habit,
it’s important to select nutritional ingredients
3. Chinese are unwilling to buy Japanese food after nuclear accident
1. Itis hard to find powdered milk advertising from ILDONG
-> low brand awareness
2. Consumers cannot buy their productin common supermarket
-> Limited channel distribution
3. Available a few online store, specialty store
is required.
4. Conclusion
However, in this situation, dairy supply chainin China is crowded with lots of minor middlemen agencies, it’s hard to find reliable agency and outsource distribute channel. So, itis suitable solution, considering ofthis situation. Dairy supply chainis formed disorderly because ofthe rapid growth, building up well-organized information system is required to