마케팅 일동후디스 커피믹스 리포지셔닝 전략

마케팅 일동후디스 커피믹스 리포지셔닝 전략 [마케팅] 일동후디스 커피믹스 리포지셔닝 전략.pptx 목차 1.Powdered Milk industry in Korea 2.Analysis of Four Main Powdered Milk Brands 3.Intensive Analysis and Comparison - NAMYANG vs ILDONGFOODIS 4.Repositioning Strategy for ILDONGFOODIS 본문 Powdered milk market have had a steady consumption. Further more, avoiding breast-feeding phenomenon by current moms accelerates powdered milk consumption. "한명만 럭셔리하게" 유아용품 점점 고급화 (출처 : 시니어 뉴스 2012.02.18) 최근 출산과 육아비용이 치솟는 것은 여성 1명당 1.22명에 불과한 저(低)출산으로 자녀 수가 줄어들면서 나타나는 VIB(Very Important Baby매우 소중한 아이)신드롬과 관련이 깊다. 부유층은 물론 서민층까지 하나 있는 아이만큼은 소중하게 키우겠다는 심리가 확산되고 있고(중략) Brand Performance Containing premium ingredients and their nutritious benefits Use milk of goat raised in clean region through 100% natural grazing Innate functional ingredients of mother’s milk found in goat milk Fortified functional ingredients of mother’s milk Immune ingredients Brain ingredient Growth factors Digestion and absorption Essential nutrients Cooperation with DGC(Dairy Goat Co-operative, Ltd) Computerized Manufacturing System Supervision of NZFSA(New Zealand Food Safety Authority) RMP(Risk Management Program) ILDONG has selected as the best brand by women 11 consecutive years They got LOHAS certification Protein contents of goat milk is easily digested and absorbed without very low concerns for allergy, lactose Chinese consumer are more likely to buy import powdered milk because of product reliability Competitive advantage ILDONG than other import brands Korean and Chinese has similar physical characteristics cause they are oriental 2. Korean and Chinese has similar eating habit, it’s important to select nutritional ingredients 3. Chinese are unwilling to buy Japanese food after nuclear accident 1. It is hard to find powdered milk advertising from ILDONG -> low brand awareness 2. Consumers cannot buy their product in common supermarket -> Limited channel distribution 3. Available a few online store, specialty stores sells Korean product -> Selective channel distribution Choose adequate vendor to supply their product Conclude franchise agreements with franchisee Use opinion leader Use home shopping vendor PPR advertising 본문내용 owdered Milk Brands INDEX Brand Management Repositionig Strategy for Il-Dong Foodis Powdered Milk industry in Korea 1 2 Intensive Analysis and Comparison - NAMYANG vs ILDONGFOODIS 3 Repositioning Strategy for ILDONGFOODIS 4 PAGE:3 1 Powdered Milk industry in Korea All-Round Industry Environment Analysis Changes in Powdered Market Premium Powdered Milk Market PAGE:4 1 Powdered Milk industry i