Strategic Marketing
in ÂüÀ̽½
¡ß Contents ¡ß
1. Introduction
- Choice Background
2. Brand Analysis
- JinRo ÂüÀ̽½
- Soju Market
- Competitors
- SWOT
3. Consumer Survey
4. 4P STP Strategy
5. Marketing Strategy
- Long-term Short-term marketing
- New marketing
6. Conclusion
7. Reference
1. Introduction
For last few years, ÂüÀ̽½ of JinRo had a 50% market share in domestic soju market. JinRo didn`t have a equal share in whole nation but JinRo led a soju market in Seoul and capital area. Like this, JinRo is the market leader in soju market.
ÂüÀ̽½`s the biggest rival is the óÀ½Ã³·³. óÀ½Ã³·³ broke 20¢ª that maginot line of soju market and brotught low alcohol degree trend. óÀ½Ã³·³ went straight to second place in one year. As soon as óÀ½Ã³·³ was launched, It caused tremendous popularity. JinRo launched the ÂüÀ̽½Fresh because of óÀ½Ã³·³¡®s trace and implemented aggressive marketing.
Recently, Low lcohol degree trend is forming because ¡¦(»ý·«)
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sion of the business and I.M.F. So, in present, alcoholic beverages business remain.
ÂüÀ̽½ is the best brand in domestic soju history. Attribute of ÂüÀ̽½ is clean by introducing bamboo charcoal filter method for the first time. JinRo lowered alcohol degree from 25¢ª to 23¢ª and gradually lowered by 20.1¢ª. Thus, ÂüÀ̽½ enhanced clean and soft image and has been market leader.
(2) ÂüÀ̽½ Introduction
Volume 360ml(Bottle), 200ml (PET, PACK),
640ml(PET), 1.8L(PET)
Alcohol gegree 20.1%
Launch 1998. 10.19
First Renewal 2001.2 22¢ª, Trade mark change
Second Renewal 2002.7 Quality improvement
Third Renewal 2004.2 21¢ª
Fourth Renewal 2006.2 20.1¢ª
Production factory Icheon(360ml Bottle, 200ml PACK)
CheongWon(360ml Bottle, 200ml PET, 640ml PET,1.8L PET)
Attribute filtered by bamboo charcoal three times
3. Soju market analysis
(1) macroscopic analysis
1) Social - Economic