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�삤媛��뱺 �뒳由щ㉧ Marketing Strategy
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�삤媛��뱺 �뒳由щ㉧
Marketing Strategy
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紐� 李�
�삤媛��뱺 �뒳由щ㉧ �젣�뭹�냼媛�
�솚寃쎈텇�꽍 SWOT / BCG MATRIX Analysis
STP 留덉���똿 紐⑺몴 湲곗��
Marketing Concept Proposal
4P MIX product&price place promotion
2013 HUFS Marketing Strategy
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�삤媛��뱺 �뒳由щ㉧ �젣�뭹�냼媛�
�삤媛��뱺 �뒳由щ㉧ catefit
�뒳由щ㉧
泥댁��諛� 媛먯냼�뿉 �룄����쓣 二쇰뒗 媛쒕퀎�씤�젙�삎 �젣�뭹
����몢 �꽦遺꾩쓽 泥댁��諛� 媛먯냼 湲곕뒫�쑝濡� 媛�踰쇱슫 蹂듬�� X�씪�씤 愿�由щ�� �룙�뒗 �뒳由щ컢 �빊�뵆
2013 HUFS Marketing Strategy
1�쉶 遺꾨웾 : 1�빊�뵆(20ml)
1�쉶 遺꾨웾 �떦 �븿�웾 : �뿴�웾 5kcal, �깂�닔�솕臾� 1g(0%), 吏�諛� 0g(0%),
�떒諛깆쭏 0g(0%), �굹�듃瑜� 0mg(0%)
湲곕뒫�꽦遺� - ����몢�씠�냼�뵆�씪蹂� 諛곕떦泥� 36ml, L-移대Ⅴ�땲�떞 300mg
TREND : �씠�꼫酉고떚
怨쇨굅 �궡硫댁쓽 �븘由꾨떎����쓣 移��븯�뜕 寃껋뿉�꽌
��섎㉨�뒗 誘몄슜�젣�뭹��숈쓽 �쓽誘몃줈
蹂��븿. �슚怨� 洹밸���솕 �슃援ъ��
�쎇鍮� �듃�젋�뱶�뿉 留욎텛�뼱
�꽦�옣 以�
媛쒕퀎�씤�젙�삎 嫄닿컯湲곕뒫�떇�뭹
�깉濡�寃� 湲곕뒫�쓣 諛쒓껄�븳 �썝猷뚮�� �씤泥댁떆�뿕
�벑 �떎�닔�쓽 怨쇳븰�쟻 洹쇨굅�옄猷뚮�� 諛뷀깢�쑝濡�
湲곕뒫怨� �븞�쟾�꽦�쓣 �떇�뭹�쓽�빟�뭹�븞�쟾泥��뿉�꽌
吏곸젒 �씤�젙�븯�뒗 �젣�뭹
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媛뺚��(�깮�왂)
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留밸ぉ�쟻�씤 誘몄슜蹂대떎�뒗 洹좏삎 �옟�엺 酉고떚��� 嫄닿컯愿�由ъ뿉 �넂��� 愿��떖
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STP 留덉���똿 紐⑺몴 湲곗��
�궓�꽦 洹몃（諛띿”
3550 �꽭���
2535 �꽭���
Target
Positioning
湲곗〈�쓽 �떎�씠�뼱�듃�빟怨� 李⑤퀎�솕�맂 �옄�뿰怨� 媛�源뚯슫 �옄留곹뫖�뱶
癒뱀쑝硫� �삁六먯���뒗 媛꾪렪�븳 �씠�꼫酉고떚 �젣�뭹
2013 HUFS Marketing Strategy
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Marketing Concept Proposal
Smart Diet !
Ogarden Everywhere !
Concept
2013 HUFS Marketing Strategy
�빊�뵆�삎 �젣�뭹�쓽 �쑕����꽦�쓣 媛뺤“�븯硫� �뼵�젣 �뼱�뵒�꽌�뱺 留뚮궇 �닔 �엳怨�
�떎�씠�뼱�듃媛� �븘�슂�븳 Time, Place, Occasion �젒�젏�뿉 諛�李⑺븳
�뒪留덊듃 �떎�씠�뼱�듃 �넄猷⑥뀡
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4P MIX Product & Price
Product & Price
20ml x 30�빊�뵆
70,000�썝
寃쎌웳 釉뚮옖�뱶 �젣�뭹怨� �슜�웾 ���鍮� �겙 媛�寃⑹감�씠�뒗 �뾾吏�留� �븳踰덉뿉 援щℓ�븯湲� �겙 �슜�웾
嫄닿컯湲곕뒫�떇�뭹�쑝濡쒖뜥 援щℓ�븯湲�
��섎떎�냼 鍮꾩떥�떎��숇씪�뒗 �씤�떇�씠 吏�諛곗쟻
2013 HUFS Marketing Strategy
�씤�궗�씠�듃肄붾━�븘
�꽕臾몄“�궗 寃곌낵
�쟾泥� 75.3%�쓽
�뿬�꽦�씠 �빊�뵆�삎
酉고떚�젣�뭹�뿉
��섎퉬�떥�떎��숆퀬 �떟蹂�
�젣�뭹 �슜�웾/媛�寃� �떎�뼇�솕
�꽑臾쇱슜, �궞媛� 援ъ꽦�쓣 �넻�빐
�냼鍮꾩옄�뱾�쓽 援щℓ �슏�닔瑜�
利앷���떆�궎怨� �꽑臾쇱슜, 利됲씎�쟻
援щℓ �벑 �떎�뼇�븳 �냼鍮�
�쑀�삎�쓣 留뚯”�떆�궡
而щ윭 留덉���똿 + 留� �떎�뼇�솕
�씠紐⑹쓣 �걚�뒗 �떎�뼇�븳 �깋�긽�쓽 諛뷀���쓣 異쒖떆
�븯怨� 媛� �깋�긽蹂� 泥④��臾쇱쓣 �떖由ы빐 �꽦�뒫���
�룞�씪�븯�릺, �깋�긽怨� 留쏆씠 �떎�뼇�븳 �젣�뭹援곗쓣
�궡�넃�쓬.
�씠 �븣, �깋�긽 蹂꾨줈 �뒪�넗由�
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