경영학 참이슬 마케팅 전략(영문)

경영학 참이슬 마케팅 전략(영문) [경영학] 참이슬 마케팅 전략(영문).hwp 목차 ◆ 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 본문 2) Analysis of consumer needs segments. why ・ Functional benefits - socializing, stay health ・ Sensory benefits - clear, no burden, refreshing ・ Symbolic benefits - young, stylish environment when /where ･ when - New Year, new semester begins, dinner, dating,meeting, meetings, ･ where - Meeting Place, downtown, universities, outdoor who ・ Demographic characteristics - 10 20 30 40 ・ Professional features - middle high school students, college students, and general office workers, professionals, self-employed ・ Economic characteristics - high, middle and low income 3) Segmentation analysis of purchasing requirements. why ･Functional benefits - Reasonable proof, distinctive flavor and fragrance, cheap price, health ･Sensory benefits - good taste and scent ･ Symbolic benefits -Stylish andatmosphere of freedom when/where ･ when - New Year, Opening, Closing, and other various drinks group ･ where-General pubs, restaurants, convenience stores, department stores, and the other store how ･ Influence-The encouragement of friends, meeting specifications, in the advertising business,group ･ Payment - cash, credit card who ･ Demographic characteristics - 10.20.30.40 ･ Occupational characteristics- middle/high school students, college students, and general office workers, professionals, self-employed ･ Economic characteristics - high, middle and low income (2) Targeting 본문내용 Ro 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 didnt have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinR 참고문헌 7. Reference 진로그룹 http://www.jinro.com/ 참이슬fresh http://www.chamisulfresh.com/ 처음처럼 http://www.soju.co.kr/notice/archive_list.asp 동아일보 보도자료 - 2008. 11. 16 머니투데이 보도자료 - 2008. 8. 25 머니투데이 보도자료 - 2008. 9. 24 중앙일보 경제 보도자료 - 2008. 11. 13 주류산업에서의 신제품마케팅 전략에 관한연구 : 소주 신제품을 중심으로 (임규석, 중앙대 국제경영대학원, 2007 마케팅) 회사의 운명을 결정하는 서비스 마케팅, 新 마케팅 믹스(장혜전 지음) 고객 만족을 넘어 고객가치를 경영하라(이유제, 허태학 지음) http://www.soju.co.kr/upload/dataroom/1.처음처럼_마케팅자료집_v2.pdf 부산서 소주 돈내고 마시면 바보 한국경제신문(09.5.26)