목차
Ⅰ. Objectives
1. Chamisul’s present state
2. The
features of Soju market
3. About jinro
Ⅱ. Research Findings
1.
External environment & STP & 4P & SWOT
2. Brand management
strategy
3. CheoumCheorum brand analysis
4. Customer Survey &
Chamisul strategy proposition
본문
Jinro performs
Soju, wiskey, and the other alcohols business
Main office in
1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in
Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon
Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell
Jinro Soju
In 1970, became No.1 brand turning around Samhak
In
1998, Chamisul was given birth.(same time as SunhanJinro)
In 2006,
Chamisul fresh was released(low-degree boom)
Planning to M&A with
Hite now
Jinro-hite is now operating total ERP system for more investment
abroad
④ Degree of Woman drinker is going up-Woman in her 20s is
rasing up
⑤ The degree of so-ju is decrease
After 30 degree so ju in
1965, alcohol of soju is slowly go down.
Well-being trend makes degree of
so-ju down.
People want to drink 18s degree so=>> low degree soju is
new
trend
s w
olow
degree, fast hangover
-> respond changing alcohol culture norrow target
market
-> weak so ju
-> target to woman and man who not familiar
with soju.
talkali return water stability
verification
there is unconditional competitor
->need to
differentiation marketingnarrow target market
-> encroachment
possibility
Chamisul can also perform marketing which is targeting
the senior(old people)-according to the development of medical technology and
upcoming aging society
본문내용
jectives
Contents
3. About jinro
1. External environment & STP & 4P & SWOT
3. CheoumCheorum
brand analysis
4. Customer Survey & Chamisul strategy proposition
2.
Brand management strategy
1. Chamisul’s present
state
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*
Chamisul’s PRESENT STATE
Market Share
In April 2009
(whole country):
Jinro 50.7%, Lotte 12.6%,
the
res |
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