[마케팅] 우국생 마케팅 전략(영문)

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2011.02.15 / 2019.12.24
26페이지 / pptx (파워포인트 2007이상)
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추천 연관자료

목차: 1.What is Wookuksaeng?
2.Situation analysis
3.Brand analysis
4.AD analysis & problem
5.New AD objective
6.Target audience
7.Advertising concept
8.Creative concept
9.TV storyboard

본문내용: No.1 in sales

Over 50 years of history

Has large number of loyal consumers(Mostly over 40s)

90% imported rice

Short expiration date
(10days)

Sparkling taste

No.2 in sales

Lately released -May 2010

100% Korean rice

Long expiration date (30days)

Mild taste
–can appeal to most people

S
100% Korean rice
Long expiration date
Nationwide refrigerated
distribution
Fermentation Control
Mild taste

W
Low level of awareness
Low popularity
Small market share

O
Well-being trend
Government promotion
Rising interests of Makgeolli among young people

T
Negative recognition of makgeolli

Loyal consumers of Seoul makgeolli

Majority of the audience
didn’t perceive the key information

Vampire advertising
Part of the audience only remembered the model and could not match the AD to the brand

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