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HI-BRAIN Freshman Contest - Marketing2
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2011 HI-BRAIN 미니경영컨테스트 마케팅2팀 발표 자료 &<홍대앞> 박진형, 백유준, 허도영
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HI-BRAIN Freshman Contest - Marketing2
1.
Heo do young
Park jinhyoung Baek Yu jun MINI BIA ADMIN CONTEST MARKETING TEAM 1.
2.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 일본식 흰 부대찌개 전문점.스무디킹 옆 2층. 가격은 6,500원. www.이로리.kr Company
3.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 Company 문제점 : 점심시간 매출 부족 !!!
4.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 외부 Consumer 왜 점심시간에 장사가 안될까??? -> 설문조사 실시
5.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 Consumer 1 . 부대찌개를 먹으러 갈 때 가장 먼저 고려하는 것은 무엇인가요? 27% 72% 가격이 중요 요소! 1%
6.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 Consumer 2. 부대찌개집 하면 가장 먼저 떠오르는 곳은 어디인가요? < 비야 (93 %) 이로리 7 % -> 고객의 이로리에 대한 인지도 부족!!
7.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 3C분석 Competitor 전형적인 한국식 부대찌개. 가격은 5,500원. 롯데리아 옆 지하 1층. 시간대 상관없이 매출 양호. -> 경쟁자는 저렴한 가격에 많은 손님을 이끌고 있었다.
8.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. S 1) 스토리텔링이 있는 아이템 2) 유리한 입지 3) 다양하고 탄력적인 메뉴 W 프로모션 간의 비연동성 경쟁자에 비해 인지도 부족 정적인 인테리어 SWOT STP 4P
9.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. O 1) 유동인구多 2) 보완재 다수 존재 T 더운 여름철 뜨거운 기피 현상 지속적인 물가 상승 극심한 경쟁 SWOT STP 4P
10.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. SWOT STP 4P
11.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 이로리를 위한 전략 은 무엇인가? W – O 전략
12.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 점심엔아무거나 SWOT STP 4P 기존메뉴선호 특별한메뉴선호 점심엔밥이지 Positioning - 특이함이 아닌 특별함. Positioning – 특이함이 아닌 특별함
13.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. Product “ 인테리어를 돋보이게 하는 아이템 증정 시 할인.” Promotion “ 홈페이지를 통한 게릴라성 이벤트“ “ 하얀색 부대찌개를 찾아라!” SWOT STP 4P
14.
MINI BIA ADMIN
CONTEST MARKETING TEAM 1. 감사합니다!!!! Q&A