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Coldstone Marketing
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Contents
Coldstone: About us
Brand name
Brand story
History
2. Background
Survey
Positioning Map
3. STP analysis
4. 4P analysis
5. Solution
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Coldstone : About us
Brand name
Coldstone Creamery
Coldstone
李④���슫 �솕媛뺤븫 �룎�뙋
Creamery
�떊�꽑�븳 �슦�쑀媛� �깮�궛�릺�뒗 �굺�냽�옣
李④���슫 �룎�뙋 �쐞�뿉�꽌 �떊�꽑�븳 �굹留뚯쓽 �븘�씠�뒪�겕由쇱쓣 留뚮뱾�옄!
ICE CREAM = CREATION!
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Coldstone : About us
Brand name
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Coldstone : About us
Brand story
李쎈┰�옄 �룄�꼸�뱶��� �닔�옍 �꽌�뜙�옖�뱶 遺�遺�
1988�뀈 �븘由ъ“�굹 �뀥�럹�씠
�옱諛뚭퀬 �깉濡쒖슫 �븘�씠�뒪�겕由쇱쓣 留뚮뱾�옄
1995�뀈 �뜒����떆�쓽 �쁺�엯 �씠�썑 �깉濡쒖슫 �븘�씠�뒪�겕由� 而⑥뀎 �꽦怨�
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Coldstone : About us
Brand history in Korea
? 2005 12�썡 獰� 肄쒕뱶�뒪�넠 �겕由щ㉧由ъ�� 怨꾩빟 泥닿껐
2006 7�썡 15�씪? 醫낅줈 1�샇�젏 �삤�뵂
? ? 10�썡 15�씪 �븬援ъ젙 2�샇�젏 �삤�뵂
? ? 12�썡 7�씪? �븘�씠�뒪�겕由� 耳��씠�겕 異쒖떆
? ? 12�썡 8�씪? �씠��� 3�샇�젏���(�깮�왂)
1) Descriptive analysis
1.120
2.79
3.18
4.632
5.825
86.564
97.040
98.624
|
Cumulative %
1
4.632
30.879
30.879
2
2.739
18.262
49.141
3
1.261
8.407
57.548
4
.908
6.056
63.604
5
.874
5.825
69.429
6
.777
5.182
74.612
7
.663
4.422
79.033
8
.593
3.955
82.988
9
.536
3.577
86.564
10
.512
3.412
89.976
11
.423
2.819
92.796
12
.371
2.471
95.267
13
.266
1.773
97.040
14
.238
1.584
98.624
15
.206
1.376
100.000
Extraction Method: Principal Component Analysis
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Background
survey factor analysis
4) Rotated Component Matrix(a)
Component
1
2
3
怨좉툒�뒪�윭���
.830
-.039
.013
醫뗭�� �옱猷�
.689
.043
.025
�꽭�젴�맂 �씤�뀒由ъ뼱
.671
.333
.266
�뼇 ���鍮� 媛�寃�
.635
-.157
-.370
留� ���鍮� 媛�寃�
.562
-.181
-.248
諛⑸Ц �슜�씠�꽦
-.126
.856
.126
遺꾩쐞湲� �솢諛�
.xxx
.773
.002
�씠誘몄�� 移쒖닕
.200
.757
.033
留쏆쓽 �떎�뼇�꽦
.288
.709
-.151
�젣�뭹�쓽 醫낅쪟
-.165
.553
.136
�떖肄ㅽ븿
.355
.538
-.441
�뀒�씠釉붽낵 �쓽�옄
.234
.049
.811
3 factors
Premium
Friendliness
Facility
_SLIDE_11_
Background
survey
Prefer
인 쇄
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