마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 자료 SX

마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p 자료

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마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

Strategic Marketing

in 참이슬

◆ Contents ◆

1. Introduction

- Choice Background

2. Brand Analysis

- JinRo · 참이슬

- Soju Market

- Competitors

- SWOT

3. Consumer Survey

4. 4P · STP Strategy

5. Marketing Strategy

- Long-term · Short-term marketing

- New marketing

6. Conclusion

7. Reference

1. Introduction

For last few years, 참이슬 of JinRo had a 50% market share in domestic soju market. JinRo didn`t have a equal share in whole nation but JinRo led a soju market ...

Strategic Marketing

in 참이슬

◆ Contents ◆

1. Introduction

- Choice Background

2. Brand Analysis

- JinRo · 참이슬

- Soju Market

- Competitors

- SWOT

3. Consumer Survey

4. 4P · STP Strategy

5. Marketing Strategy

- Long-term · Short-term marketing

- New marketing

6. Conclusion

7. Reference

1. Introduction

For last few years, 참이슬 of JinRo had a 50% market share in domestic soju market. JinRo didn`t have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinRo is the market leader in soju market.

참이슬`s the biggest rival is the 처음처럼. 처음처럼 broke 20˚ that maginot line of soju market and brotught low alcohol degree trend. 처음처럼 went straight to second place in one year. As soon as 처음처럼 was launched, It caused tremendous popularity. JinRo launched the 참이슬Fresh because of 처음처럼‘s trace and implemented aggressive marketing.

Recently, Low lcohol degree trend is forming because of interest in health, change of drinking culture, rise of woman consumer. Also, this interest increase about water, additives, raw material. The age group of soju is distributed evenly and the twenties and thirties are the biggist consumer group. Especially, the twenties received attention and JinRo is making effort that raise brand image, awareness like various event, promotion.

Like this, Jinro maintained first place for few years in fierce competition and

want to consolidate the strongest positon by practicing marketing plan that keep rapid growth competitor in check.

2. Explanation about JinRo and 참이슬

(1) The birth and present

JinRo is being loved as national alcoholic drink was established by pure national capital in 1924. JinRo is exporting giseng liquor, plum wine to Japan, U.S, Southeast Asia, Europe and developing continually.

JinRo extended alcoholic beverages business besides construction, distribution, food, traffic industry in 1970 but reduced and sold many subsidiary because of excessive expansion of the business and I.M.F. So, in present, alcoholic beverages business remain.

참이슬 is the best brand in domestic soju history. Attribute of 참이슬 is clean by introducing bamboo charcoal filter method for the first time. JinRo lowered alcohol degree from 25˚ to 23˚ and gradually lowered by 20.1˚. Thus, 참이슬 enhanced clean and soft image and has been market leader.

(2) 참이슬 Introduction

Volume 360ml(Bottle), 200ml (PET, PACK),

640ml(PET), 1.8L(PET)

Alcohol gegree 20.1%

Launch 1998. 10.19

First Renewal 2001.2 22˚, Trade mark change

Second Renewal 2002.7 Quality improvement

Third Renewal 2004.2 21˚

Fourth Renewal 2006.2 20.1˚

Production factory Icheon(360ml Bottle, 200ml PACK)

CheongWon(360ml Bottle, 200ml PET, 640ml PET,1.8L PET)

Attribute filtered by bamboo charcoal three times

3. Soju market analysis

(1) macroscopic analysis

1)

[문서정보]

문서분량 : 18 Page

파일종류 : HWP 파일

자료제목 : 마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p

파일이름 : 마케팅-참이슬마케팅,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,4p.hwp

키워드 : 마케팅,참이슬마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례

자료No(pk) : 11058109