Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Great quality of coffee beans
Light roast
Fat free
Ice blended
Negative marketing
High price
Celebrities and famous people
Forming a trend
Profits from trend conscious young people
Starbuck expanded their market share
Angel-in- us and Caffe Bene were promoted
Reduced amount of market share
Dropped ranking from 2nd to 4th
Market Response
Consumers’ dissatisfaction
Price advance in 2008
VS Cheap Brand?
Introduing Makgeolli
Makgeolli is supposed to be the first alcohol in Korea. It is not known exactly when Korean start to make and drink alcohol. But people supposed that Makgeolli is the first Korean alcohol.
Makgeolli's color is usually white. Because It doesn't filtered rice. So comparing Makgeolli with other alcohol, it makes you feel full.
In the past, Usually Farmer drank Makgeolli. Farm
Abstract
This report deals with an interesting new trend in marketing, namely flawsome marketing. This term sits as part of a bigger trend towards human brands, it in terms of that consumer don’t expect brands to be flawless. In fact, consumers will embrace brands that are flawsome: brands that are still brilliant despite having flaws, even being flawed can be awesome; Brands that show some em
Doosan Corporation, the licensee of Polo Ralph Lauren, has been distributing Polo Ralph Lauren’s products through 175 stores for the past 12 years.
The Company considers South Korea as one of its key markets because the sales amount of Korea is estimated at 4% of the whole and is the second largest amount in Asia.
Therefore, the gain of direct control in South Korea is a significant step
Value proposition
다양성 충족, 브랜드 인지 상승 통한 (제품 차별화와 브랜드 확장)
상승된 가치 제공 (제품, 브랜드 이익)
추가적인 제품 도입으로 인한
Non-price Costs의 증가
단계적 전략 실행을 통한 MSI 지수 상승
현재 4.49%를 인지,고려,선호,구매 지수에
전반적 상승으로 통해 15.2%까지
Bean & Tea Leaf is relevant to making good and beneficial decisions in their lives.
• Many choose to drink coffee and related products because the coffee culture today, especially in Korea, is now highly developed with many demanding convenience.
• Can promote that tea products are ultimately a good-tasting and beneficial product! In fact, benefits of tea include prevention of agi
3) Preference of customer
The quality of coffee in the coffee store is very important. However, the difference in coffee quality among coffee brands is now decreasing. Customers visit coffee stores to enjoy a certain atmosphere and space of store as well as simply drinking coffee. In this aspect, the interior of The Coffee Bean & Tea Leaf is lacking compared to Caffe Bene with respect to comfort
Strategy Analysis (4P)
1) Price
Bean Pole is now a leading company despite the stagnation in the fashion industry in the late 80s adopting brand image value. Bean Pole’s marketers suggest leading brands should fulfill the two mandatory factors which are authority and social satisfaction. With these two factors, consumers are to think “I am different from others” or “I am high class a
음료의 종류
I. 진(Gin)
1660년 처음으로 네덜란드의 라이덴 대학의 의사인 실비우스박사가 약주로서 개발한 것이 시초이며, 실비우스박사는 술에 주니퍼 베리(두송나무 열매)를 담아 해열제로 약국에서 판매하였고, 명칭은 주니퍼 베리(프랑스어로 주니에브르)를 따서 주니에 브르와인이라 하였다.