참소주,참이슬,소주,마케팅사례,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,

Chum churum
Marketing strategy

Environment analysis
‘Soju War’
Thekey is Trend of lowering alcohol
Competitor analysis
‘Chamisul original24.8%’
‘Chamisul fresh 23.9%’

Exclusive Market share No.1
Competitor analysis
Why
“Chamisul”
Is the leader
In the
soju market
1. Market leader
2. Variable generation
3. Strong distribution
Competitor analysis
High degree
Low degree
Young
Old
Positioning map
Company analysis
Lotte Liquor’s Soju ‘Chumchurum’
No.2 Soju’s Innovators
1. Leder of developing low degree soju
Soju’s
Innovators “Chum Churum”
2. Targeting working young women
Company analysis
Company analysis
High degree
Low degree
Young
Old
Positioning map
참이슬
처음처럼
Sales of Chumchurum
Company analysis
⊙acquisition
Continuously increasing market share
Because of Launching Knockoff Product ,
brand identity is declined
2. Targeting Niche has a limitation of growth
We should find new customer!
…What is the Problem
Geographical Segmentation
Behavioral Segmentation
Gender, Age Segementation
....

[pptx/pdf]참소주,참이슬,소주,마케팅사례,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,swot,stp,