[광고전략] 진로 소주 광고 제안(영문)
- 등록일 / 수정일
- 페이지 / 형식
- 자료평가
- 구매가격
- 2010.06.29 / 2019.12.24
- 20페이지 / docx (MS워드 2007이상)
- 평가한 분이 없습니다. (구매금액의 3%지급)
- 2,100원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
추천 연관자료
- 목차
-
1. The Background for Selecting Jinro Soju company
2. Market Analysis
1) Company Analysis
2) Customer Analysis
①Segmentation Strategy
②Advertisement Strategy
<The Communication Strategy of ‘처음처럼 cool’>
①Product differentiation strategy(16.8˚ low degree soju)
②Q&A extraordinary concept
③Place Strategy based in Pusan
<The Overall Communication Strategy>
3. STP Analysis
1)Segmentation
2)Targeting
3)Positioning
4. Evaluation of Current Communication & Proposal for Future Communication
1) Marketing and Communication Objectives(Current)
2) Message Strategy(Current+Proposal)
3) Media Strategy(Proposal)
4) Effectiveness of Current Ad Campaign-참이슬 fresh(Current)
4) Effectiveness of Current Ad Campaign-참이슬 fresh(Proposal)
5) Communication Mix(Current)
①Rock,sissors,paper(가위바위보 이벤트)
②Jinro J 3D Street Art
5) Communication Mix(Proposal)
- 본문내용
-
-참이슬
Nowadays 참이슬 is major alcohol beverage in Korea. Also 참이슬 is major product which generates revenue in Jinro company. 참이슬 has new domestic sales record.
-참이슬 Fresh
참이슬 Fresh is similar to 참이슬. However Fresh is lower alcohol degree than 참이슬. They use the method which refines natural bamboo charcoal, the BCA method of construction, and the Marrying method of construction. So they try to distinguish 참이슬 Fresh to 참이슬 or other sojus.
-일품진로
The concept of 일품진로 is luxury. So they used 100% rice and made by hand.
-진로골드
진로골드 is original Jinro soju. So over than 50’s customers prefer it than other sojus. In short, this segment market, customer loyalty is higher than other market.
< Position in the market>
According to pictures, Jinro market shares take half of the market share. Jinro is a head company in soju market. Specially, 참이슬 series support Jinro to become best firm in Korea soju market.
Overall, needless to speak, Jinro is best company. But low percentage of alcohol market, their product J shows low business showing while other products show very high sales and profits. So in the short run, Jinro will maintain their market shares. However, according to following graph, the percentage of alcohol is getting lower and lower.
So capturing low percentage of alcohol market will be very important in the long run. In the future, major soju market will be mainly composed of low percentage of alcohol. Therefore, if Jinro wants retain its position, it must conquer low percentage of alcohol market.
2) Customer Analysis
Traditional Soju is originated from middle age of korea. When Korean government prohibited using rice for alcohol, The liquor we call soju had been made. For dacades, soju has been a good friend of people. As time has been changed, there are plenty of foreign goods around Koreans. Especially for Liquor market there are strong competitors such as beers, whiskies and wines. For some reasons, Soju has been losing its portion of market. But still, soju is most important beverage in korea.
Every soju has its own characteristics. For soju, there are three big features. I’ll call this as ABC which means Alcohol, Bitter taste and Cheap price. Let me show this by a table
Table1 Alcohol Bitter Cheap
Positive
Efficiency
Fast Effect
(get drunken)
Nagative factor
Easy to access
자료평가
-
아직 평가한 내용이 없습니다.
오늘 본 자료
더보기
최근 판매 자료
- [재무제표 분석] 홈쇼핑 산업분석 -GS홈쇼핑과 CJ홈쇼핑의 가치평가를 중심으로
- 이마트 E-마트의 공급사슬관리 SCM
- 스포츠마케팅_프로스포츠 구단(축구, 야구, 농구, 배구 등)을 1개 선정하여 해당 구단을 SWOT분석하여 다른 구단에 대한 경쟁전략을 수립하라 (3)
- [가치사슬, 경영전략] 가치사슬분석
- [마케팅] 아름다운 재단 SWOT 분석 및 개선 방안
- [광고홍보조사 설문지] 숙취해소음료의 제품과 광고에 대한 이미지
- [설문지] 기능성음료에 대한 마케팅 조사 설문지
- [국제기술이전] 국제기술이전의 개념과 효과, 특성(특징), 국제기술이전 구조와 경로
- [경제이론사] 빅토리아시대와 경제학의 지하세계
- [호텔경영조직] `Ritz Carlton` 리츠칼튼호텔 조직도 분석
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객센터에 신고해 주시기 바랍니다.