º»¹®/³»¿ë
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CONTENTS
1. Social Environment
2. Marketing Mix (4P + Service)
3. STP
4. Customer Relationship Management
¼±Á¤µ¿±â & ±â¾÷¼Ò°³
Marketing
Àλç/ À繫/ »ý»ê
¹®Á¦Á¡ ¹× °³¼±¹æ¾È
°á·Ð
1. SWOT
2. ¹®Á¦Á¡ ¹× °³¼±¹æ¾È
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¼±Á¤ µ¿±â & ±â¾÷ ¼Ò°³
3,300
124
92,800
200+
48
Worldwide employees
Countries where its beverages are sold
Consecutive years with
increased dividends
Beverages
Years in business
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2009 vs 2008 Growth
5-Year Compound Annual Growth
Eurasia & Africa
4%
8%
Europe
1%
3%
Latin America
6%
7%
North America
2&
0%
Pacific
7%
6%
Worldwide
3%
4%
UNIT CASES VOLUME
UNIT CASES WORLDWIDE 24.4 BILLION¡¦(»ý·«)
ird Party Logistics)
- Çѱ¹Åë¿îÀº 5³â°£ ¿î¼Û°è¾à
¿ù ¸ÅÃâÀº ¼ö ¾ï ¿ø´ë·Î Çѱ¹Åë¿î Àüü ¸ÅÃâÀÇ 40% Á¤µµ¿¡ À̸£´Â ±Ý¾×
ÄÚÄ«Äݶó
¿¬°£ 20% ¾ÈÆÆÀÇ ºñ¿ëÀý°¨ È¿°ú
¿ÜºÎ±¤°í¿Í À¯ÅëÀÇ °áÇÕ
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Promotion
Advertisement
PR
Sports Marketing
¿Ã¸²ÇȽºÆù¼½±
¿ùµåÄÅ
Sales Promotion
1958
`Always Coca-Cola` campaign
Á¦Ç°ÀÎÁöµµ ¹× ¼±È£µµ Áõ´ë Á÷¼³ÀûÀΠȹýÀÇ ±¤°í
´Ù¸¥ ¼ÒºñÀÚÀÇ Æ¯¼º¿¡ µû¶ó ´Ù¾çÇÑ ±¤°í¸¦ Á¦ÀÛ, ÄÚÄ«ÄݶóÀÇ ´Ù¾çÇÑ Æ¯¼ºµéÀ» Ç¥Çö
Á¦Ç°ÀÇ À̹ÌÁö Áß½É
°èÀý¿¡ µû¸¥ ¼ö¿ä ºÒ±ÕÇüÀ» Á¶ÀýÇϱâ À§ÇÑ ±¤°í
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Service
- °í°´¼¾Å͸¦ °³¼³
- Teleperformance ¾Æ¸£ÇîÆ¼³ª´Â Àü´ã ¿ä¿øÀ» ä¿ëÇϰí ÅëÈÆøÁֽ𣿡 ´ëÀÀÇÒ ¼ö ÀÖ´Â Áö¿øÆÀµµ ±¸¼º
3.STP Àü·«
Segmentation
Targeting
Positioning
¾Æµ¿Ãþ, û³âÃþ, ÁßÀå³âÃþ
- 1885³â New cokeÀÇ ½ÇÆÐ
1886³â Coca Cola ClassicÀ̶õ À̸§À¸·Î ´Ù½Ã ÃâÇÏÇÏ°í ¼øÇÑ ¸ÀÀÇ New coke¸¦ coke·Î º¯°æÇÏ¿© ÇÔ²² Ãâ½Ã
- ºÒ°í±â³ª ºó´ë¶± µî°ú ÇÔ²² ÄÚÄ«ÄÝ¶ó¸¦ Á¦½Ã
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ÄÚÄ«Äݶó¿Í Teleperformance ¾Æ¸£ÇîÆ¼³ªÀÇ CRM ApplicationÀ» µµÀÔ
- Brand stewardship
Teleperfornance ¾Æ¸£ÇîÆ¼³ª¿¡¼´Â »ó´ã¿øµéÀÌ »ç½Ç»ó ÄÚÄ«Äݶó ºê·£µåÀÇ »çÀýÀÓÀ» ÀνÄÇÏ°í »ó´ã¿øµé¿¡°Ô ºê·£µåÀÇ ¸í¼ºÀ̳ª À̹ÌÁö¿¡ ±×µéÀÌ Æ¯È÷ Áß¿äÇÑ ¿ªÇÒÀ» ´ã´çÇϰí ÀÖÀ½
3.CRM
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Àλç/À繫/»ý»ê
1. Àλç
2. À繫
¡°Working as a Global Team¡±
¸®´õ½Ê °³¹ß ÇÁ·Î±×·¥ ÃßÁø
- ´Ù ¾ð¾îÀû, ´Ù ¹®ÈÀûÀ¸·Î µÉ