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마케팅 플랜- 아로마(허브 소주)

Marketing Plan『AROMA』2010024180 Lee Hae Seong2010024135 Lee Jong Kun2010024157 Lee Joong HyunExecutive SummaryDesire for alcohol is something that has not changed for long time. Even people from the ancient times sought after alcohol. Throughout history alcohol continuously developed in its own way. Alcohol was always part of memorable pages of man's history. Alcohol takes up large part of human life and it is clear that alcohol is inseparable from us.Likewise, even in the modern society people are so closely related with alcohol that it is hard to imagine life without alcohol. Most gatherings of adults involve alcohol. It is almost impossible for an ordinarily social man to avoid alcohol. Due to this closeness many companies are rushing into alcohol business.Recently, alcohol business has encountered tides of revolution and innovation. Considering consumer's diversifying needs, our group believes that now there is a huge opportunity and potential in this business area. Therefore, we dCompetitive AdvantageAs mentioned above, guasiljoo is too delicious for an alcohol drink and that bothers many people. To avoid such problem, our herb soju will try to keep the original taste of soju. We will definitely enhance it with herb, but we will not change the original taste too much like other guasiljoo. We will focus on the aroma rather than taste. That way, we can catch both groups of consumers. People who like original soju will also like our herb soju, because we will not change the taste much, we will only add aroma to give positive impression. Also, environment has raised as a main issue of the world. Therefore environmentally friendly image has become very important. Alcohol usually has negative images like alcohol-addict and causing social problems. However our product can give bright and positive images to consumers. We use herb as main ingredient so we can have environmentally friendly and green image. Consumers will relate our herb soju to images like green, healthyer groups.2) Targeting1] analysis of segment market1.Health oriented : As this group put emphasis on health, they don`t consume many Soju. As this group prefer existing health concept product, this group has low replaceability to liqour offering different effect.2.Image oriented : This group has a great potential for growth based on stable purchasing power. When new liquor come on, this group easy to replace to new Soju product.3.Price oriented : Though this group consume many amount of Soju, this group is not good potential for growth. and, As This group put emahasis on price when choosing Soju, if, new product is more expensive than existing product, they don`t buy new Soju product.2] Choosing of target marketwe`ll release product 'Aroma', Aroma is product with scent as the center, has sophisticated image. And Aroma is health liqour image and natural friendly Soju and has sophisticated, soft character product. So, we`ll market intensively Image oriented group to seek sensitive benefinterested in their health and 20-30s that have economic power. The appropriation of price is use penetration pricing than the early high price strategy. It is cheaper than competitor's product that emphasizes sensual aspect and more expensive than '백세주’ that is top of the traditional liquor market. So, we decide a factory price 2300 won.제품명 / 마트명까르푸메가마트LG마트이마트월마트홈플러스롯데마트킴스클럽농협하나로매취순 375ml3,7703,980-3,7603,8803,7703,9403,690-매취순 500ml5,150--5,130-5,050---과실담그주---7,600-----설중매 375ml3,6503,9503,9903,7603,9803,7603,8903,890-산사춘 300ml2,650-2,7802,450*2,7702,6502,6502,750-3) Promotion① PromotionThere is tendency of increase of well-being families who pursue abundant life through peace of body and mind out of city’s pollution and busy life. As health being important keyword of modern society, well-being family receives attention as one of trend. Well-being families conform to our positioning part that is university student or specialized job who regards sensitive part important and leads own should be on supplying liquor stores with new products as much as possible for positioning. Therefore, (a company)needs to use distribution channels of direct sales more aggressively but also needs to use the distribution channels of wholesale. Using distribution channels of direct sales, we secure the distribution channels ourselves. Then, we could avoid to compete with existing products.② After middle stageAt the early stage of product introduction, if you choose distribution channels of direct sales, you have a merit minimizes the critical point that late starters undergo by avoiding existing distribution network that connected liquor business and the middle wholesaler. Meanwhile, It is difficult to establish business network and manage payment so these problems could rise. After it is concluded that positioning is achieved for consumers through using the distribution channels of wholesale and promotion, it could be possible that secures many selling place in small environment and y.

경영/경제| 2011.06.12| 20페이지| 1,000원| 조회(131)

마케팅, 허브, 상품, 소주, 플랜

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