the another strong competitors, the Vita500.
The legend oftheBacchus, an immobile top (a start~2002)
1-1. TheBacchus marketing mix (4ps)
1) product
TheBacchus can sustain its share long enough, because it has been approved by people as an good flavor and healthy drink(vitamin B1, B2,
Purpose
To analyze the current marketofBacchus D
To understand how a new competitor, Vita500, affected Bacchus D
To suggest new and more effective marketing strategy forBacchus D
Defining theMarketMarket : Refreshing Energy Drink (RED)
Market Definition : Beverage consumed to enhance physical status
Consumer Needs : Health-conscious Koreans purchase the product concernin
and cough, antiviral drugs and others. Its consumer products consist of hair dyes, antidepilatory agents, ladies cleanser, wound pastes, condoms and oral care products such as mouthwash and toothpastes. Its functional food includes nutrition such as vitamin C powder and healthcare drinks. The Company distributes medicines, which are developed by the Company itself, to overseas markets such as Sou
for 40 years have been lose its occupancy to the another strong competitors like the Vita500 since 2000. It will be a valuable process for us to investigate the case.
Body
1. The legend oftheBacchus, an immobile top (a start~2002)
1-1. TheBacchus marketing mix (4ps)
1) Product
The Dong-a company put out theBacchus forthe first time which was a nutrition and tonic drink. A
and sold Bacchus-D and Vitagran-C. But as the time passed, the amount ofBacchus-D sales is decreasing and Vitagran-C can’t catch up Vita 500. So Dong-a medical decided to develop new product.
Korean health drink market is expanding rapidly because of well being trend and economic growth. There are many health product made by tea, garlic, mountain grape and so on. During our research forthe