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