[마케팅관리] 처음처럼Cool 마케팅 전략(영문)

등록일 / 수정일
페이지 / 형식
자료평가
구매가격

2010.08.20 / 2019.12.24
15페이지 / docx (MS워드 2007이상)
평가한 분이 없습니다. (구매금액의 3%지급)
1,400원

다운로드장바구니

Naver로그인

Kakao로그인

최대 20페이지까지 미리보기 서비스를 제공합니다.

자료평가하면 구매금액의 3%지급!

추천 연관자료

목차: 1. Introduction
2. Situation Analysis
3. Definition of Strategic Issues
4. Development and Assessment of Alternatives
5. Recommendation
6. Action Plan

본문내용: 2.1.3. Customer
The age of Soju consumers is ranged from 20s to 60s. But the largest group of consumer is 20s and 30s, and remarkable fact is increasing of female alcohol consumers. Because of the increase in the number of working women, women are drinking more and more every year. The number of women who are buying or drinking liquor has considerably increased. Researchers found that 60% of Korean women are drinking more than half of a bottle of soju at a time(See exhibit 2). Also, there were considerable number of responder who drinks once in 1 or 2 week(31.5%) and 2 or 3 week (14%). In addition, consuming quantity of 20s, especially the university students, was the largest and women who have professional job is second.
Recently, people are paying attention to their health and well-being. This made them to prefer low alcohol degree liquor. Our survey shows that the main reason of choosing Cool is the low alcohol degree of the product (43%)(See Exhibit 3). Also, many of female responders responded that if they felt the difference in tastes between a low alcohol degree Soju and ordinary Soju, they would choose the low alcohol degree liquor(67%). Moreover, 81% of women responded that they would choose the low alcohol degree liquor even if they could not find difference in tastes.(See Exhibit 4,5)
2.1. Internal Analysis
2.1.1. Company
Before being acquired by Lotte, Doosan Liqour had second market share in Soju market. After the M&A, the most significant changes in company's ability was distribution channel. Lotte has strong distribution channel with retail stores such as Lotte mart, Lotte department stores, and the beverage distribution channel built by Lotte Chilsung. Also, M&A with Doosan could provide Lotte to enjoying a synergy effect of Doosan's sufficient experience in liquor market.
2.1.2. Product
The most distinguishing feature of Cool is super-low alcohol degree. It makes company uses less alcohol to produce than other Ordinary Soju products. Therefore, company could lower the Cool's price and it will lead to have competitive advantage. Also, Cool includes Fructo-oligosaccharide(FOS) and dietary fiber, which make it have a lower calories than ordinary Soju containing sugar. It could appeal to female customers.
2.1.3. Promotion
Cool is targeting the young people and advertised in the subway, internet, theater, magazine and Yui, who is popular singer to young people, is appearing in advertisement. But according to survey, the 28% of the people didn’t know Cool's release but had seen the advertisement. The advertisement using the copy ‘think casual’ to appeal product to younger generation. But situation is not good for marketing department. From our survey, 52% of male want to buy the product or made a good image of Cool after seeing advertisement. But only 35% of the women made a positive image, and 30% of the women made a negative image of the product.(See Exhibit 6)
2.2. SWOT Analysis
2.2.1. Strength
1) Strong distribution channel and sufficient experience: As Lotte liquor acquired Doosan liquor BG, they could establish strong distribution channel through not only the capital region but also the whole country. And they can take advantage of Doosan’s sufficient experience.
2) Super-low degree liquor’s price competitiveness: Because low degree liquor use less raw materials, its COGS could decrease. Therefore, it could have price competitiveness over other liquors.
3) Pioneer of super-low degree liquor market: They entered the market of super-low degree liquor in the capital region first. Therefore, they could hold a dominant position over other competitors.
4) Product’s women-friendly features: By using Fructo-oligosaccharide(FOS), they could provide low calorie level and low degree’s alcohol with the product. It can be fully attractive to female consumers.
2.2.2. Weakness
1) Lack of awareness: According to survey, many people who know the launching of Cool don’t know Cool have 16.8 alcohol degree(See Exhibit 7). And there’re also many people who don’t know the launching of Cool even thought they already have seen Cool’s advertisement.
2) Cannibalization with Cheoumcheorum: Despite different target consumers between two products, both Cheoumcheorum and Cool emphasize the mild and pure flavor. As a result, lack of differentiation between two products makes consumers' awareness low.

2.2.3. Opportunity
1) Increase of women’s liquor consumption: Due to entering of women in public affairs, women’s liquor consumption is increasing. Particularly, liquors consumption of young women, who are targeted by Cool, is increasing evidently. Also, women’s preference for low degree liquor is good signal for Cool’s sales.
2) Well-being trend: Due to the well-being trend, not only women but men prefer to low degree liquor.
2.2.4. Threat
1) Substitutes: Cool is now facing many substitutes such as Makgeoli, wine or Cheongju. Those products have lower alcohol degree than Cool and are distrib

참고문헌: Kerin•Hartley•Berkowitz•Rudelius, Marketing 8/E, Mcgraw•Hill, 2006
한국가정법률상담소, 여성 60% `소주 반병 이상 마신다`, 2009
홍성준, 시장을 넓히고 싶다면 여성을 읽어라, KT마케팅연구소, 2009
최영철, '술의 전쟁' 종군기, 주간동아, 2009
Lotte Liqour BG,처음처럼 Cool
비즈플레이스, 처음처럼-효리효과 '톡톡' , 2009
김태준,국내 주류산업의 현황 및 주요 이슈에 따른 영향, KIS Credit Monitor, 2010.2.8.

자료평가

아직 평가한 내용이 없습니다.

회원 추천자료

[글로벌마케팅] 삼성전자와 하이얼의 생활가전분야 마케팅

전략 등을 소개하는 경영 현황 설명회 를 개최하고 있습니다. 이를 통해 사내소통이 활성화되고, 전략에 맞게 임직원이 결속 할 수 있는 계기가 마련되고 있습니다.◈ Coaching 교육 : 삼성전자는 조직 내 전 간부를 상호 신뢰의 조직문화 구축과 부서원 의 잠재력 발굴ㆍ육성에 기여하는 창조적 리더로 육성하기 위해 2009년 부서 내 실질 적 조직 관리를 담당하고 있는 파트 장을 대상으로 코칭교육을 실시하였습니다. 3) 마케팅 성공전략▣ 해외진출 사

[마케팅] 화장품냉장고 `Beauty Cool`(뷰티쿨)마케팅전략

마케팅 전략의 특징과 평가 냉장고는 음식만 보관하는 것이다.라고 이야기하면 대부분의 사람들은 아니라고 말할지도 모른다. 왜냐하면 뷰티쿨 화장품냉장고가 2002년 말에 장서희를 모델로 한 TV광고를 본격적으로 시작했기 때문이다. 사실 화장품 냉장고가 출시 된 것은 90년대 중반이었는데 그만큼 화장품 냉장고 시장이 소비자가 아는 것보다는 훨씬 일찍 만들어졌고, 지금까지 알려지지 못했던 이유가 화장품까지 전용 냉장고를 써야 한다는 것

[마케팅] 27가지 마케팅 성공 사례와 실패 사례

전략 분석(1) 시장 세분화(Segmentation)(2) 목표대상 설정(Targeting)(3) Positioning5)마케팅 믹스(1) Product(2) Price(3) Promotion(4) Place12. 베니건스와 현대자동차1) 엔젤 마케팅2) 베니건스와 현대자동차의 엔젤마케팅13. TV 홈쇼핑1) 홈쇼핑 시장의 현황2) 제품 전략3) 고객 서비스 전략4) 데이터베이스 마케팅에 근거한 고객관계관리 전략5) 우수 상품 공급업체의 확보 및 관계전략6) 물류 및 배송 서비스 전략14. 진로소주1) 제품전략2) 가격전략3) 촉진전략4)

LG전자 `휘센`의 마케팅성공전략 분석(A+)

마케팅과 고급 디자인으로 일본 업체들의 치열한 선두 경쟁을 제치고 2000년 처음으로 세계 판매 1위에 올라선 이래 5년 연속 이 부문 1위를 지키게 된다. 휘센의 사례는 가전시장에서 매우 중요한 의미를 가지고 있다. 따라서 이 보고서에서 우리는 휘센의 해외 시장 전략에 초점을 맞추고, 휘센 탄생 이후 LG전자의 브랜드 관리와 성공요인에 대해 살펴 보고자 한다. 아울러 휘센의 세계 시장 진출국 중 초기 시장 진입에 실패했던 중국을 집중적으로 분

[마케팅] [마케팅원론]마케팅 성공사례와 실패사례 조사(A+리포트)

전략 분석(1) 시장 세분화(Segmentation)(2) 목표대상 설정(Targeting)(3) Positioning5) 마케팅 믹스(1) Product(2) Price(3) Promotion(4) Place12. 베니건스와 현대자동차1) 엔젤 마케팅2) 베니건스와 현대자동차의 엔젤마케팅13. TV 홈쇼핑1) 홈쇼핑 시장의 현황2) 제품 전략3) 고객 서비스 전략4) 데이터베이스 마케팅에 근거한 고객관계관리 전략5) 우수 상품 공급업체의 확보 및 관계전략6) 물류 및 배송 서비스 전략14. 진로소주1) 제품전략2) 가격전략3) 촉진전략4

오늘 본 자료 더보기

오늘 본 자료가 없습니다.

최근 판매 자료

Naver 로그인

Kakao 로그인