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Strategic Marketing
Contents
Introduction
Brand Analysis
Consumer Survey Analysis
4P ¡¤ STP Strategy
Marketing Strategy
Conclusion
Introduction
Choice Background
Market Leader
Drinking Culture Change
Low Alcohol Degree Trend
Entry to Overseas Market
Brand Analysis
Jin Ro
Establishment in 1924
Launching Various Alcohol Drinks
No.1 Soju Company
Brand Analysis
ÂüÀ̽½
alcohol degree? -??20.1%
launching??-??1998. 10.19
Production Factory - Icheon ¡¤ CheongWon
Attribute
- filtered by bamboo charcoal? three times
Brand Analysis
Macroscopic analysis
Social - Economic Environment
Cultural Environment
International Environment
Soju market analysis
Brand Analysis
Trend Change in Soju Market
Low Alcohol Degree
Expectation for Soju market
Soju mar¡¦(»ý·«)
er Survey Analysis
Consumer Survey Analysis
Consumer Survey Analysis
4P ¡¤ STP Strategy
Place
Convenient place to purchase like convenience store, supermarket, online
Promotion
Homepage, Event advertisement
Consumer inducement through clean and soft image
Price
Cheaper than other alcohol drinks
Product
Various size like pet, bottle, pack to make easier to drink
Product
Price
Promotion
Place
4P Strategy
4P ¡¤ STP Strategy
Segmentation
Targeting
positioning
Focus on product benefit
Emphasis on clean image
The Twenties have high purchasing power and price sensitiveness
Segment age,
gender, job,
personality thro-
ugh Various pro-
ducts
STP Strategy
Marketing Strategy
Cocktail Bar
Marketing Strategy
Membership System
Marketing Strategy
Street Event & Promotion
Conclusion
Domestic No.1 & Global Company
Pioneer
new market
Product development
Overseas
Expansion
New
Marketing
Thank you