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Webtoon
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Introduction
Why portal sites offer Webtoon service
even though it has no substantial direct profit
Analyze the Webtoon industry
from the marketing perspective.
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Competitive factors
- Free price
- Easy accessibility
Technological factors
- Advancement of internet & Illegal downloads
- Wide spread of smartphones
Company resources and goals
- Resource Authors hired by webtoon providers
- Goal Attract more people to visit their sites
Sociocultural factors & Legal factors
- Wide use of public transportation
- Infringement of copyright is easy and common
environment
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Strength
- Free of charg¡¦(»ý·«)
|
keting Mix ¢º Conclusion
TV
PASSIVE
ACT IVE
NON-FICTION (More Informative)
FICTION (Less Informative)
News
SNS
Game
Webtoon
Web surfing
stp
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
It needs very low involvements.
Portal sites use Webtoon as a ¡°Loss Leader¡±
For public relationship effect on other services.
Accelerate ads sales.
Width of product mix is bigger than that of Depth.
product
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Distribution
Place & Time Utility
Portal Sites
place
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Reference Price = $ 0
Price elasticity of demand is very High
price
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
Profit
= Ads Sales
Indirect Profit
price
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Market Analysis ¢º STP ¢º Marketing Mix ¢º Conclusion
- Linking banner ads