예소반 마케팅전략

권지선 , 오지혜 , 이은정 “ Instant rice” Marketing Strategy Report

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitor's SWOT New Product Needs Market in now Competitor's SWOT New Product Needs

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market in now Competitor's SWOT New Product Needs

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market in now Competitor's SWOT New Product Needs New product needs ? We need to eat YESOBAN for healthy body~

[object Object],Segment Targeting Positioning STP- Segment teenager twenties thirties Over forties early later Income low normal high High normal Recognition of instant rice good better good Normal Diet Preference better best best Better Thinking of healthy normal normal A little high high

[object Object],[object Object],[object Object],Segment Targeting Positioning I need YESOBAN! We want it, too! STP- Targeting

[object Object],[object Object],[object Object],Segment Targeting Positioning functional High class 햇반 예소반 쎈쿡 오뚜기밥 왕후의밥 STP- Positioning traditional population

[object Object],[object Object],[object Object],[object Object],Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Brand Naming/ Concept

[object Object],[object Object],[object Object],[object Object],Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation

[object Object],[object Object],[object Object],[object Object],[object Object],Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation BEST ENVIRONENTAL PULUONE

[object Object],Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Differentiation

Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Product Design For Breakfast: More calories With carbohydrate For lunch: Less calories But more fiber For supper: Less calories But more fiber ,[object Object],[object Object]

Brand Naming/ Concept Product differentiation Product Design Market Introduction Strategy Shaking it! It’s fresh! Market Introduction Strategy Early stagy Growth stagy Lead to interest about “ shaking boiled rice” and “ a functional diet meal” ,[object Object],[object Object],[object Object]

Making BTC to show diet process and situation - Channel : Mnet, O’live ,[object Object],[object Object],[object Object],[object Object],[object Object],Emotional Image Product’s core feature Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion 360˚ Mix Communication

Making TV CF – with top model TV CF + Event Spot + Brand Filler + Information Contents - Channel : Mnet, O’live Purpose – To show slim girls -> Stimulate the needs of diet Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion TV CF + Brand Filler YESOBAN is my secret diet food Best way to lose weight, YESOBAN

Purpose: In the program, Exposure the brand Program Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion Program Sponsorship/PPL Program sponsorship PPL’s effectiveness 악녀일기 4 Trend Report Feel Heroine’s fashion, item, places are issue To show shaking YESOBAN Introduction of girl’s trend To present diet food, health care, and diet know-how

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ex) Samsung Hauzen’s blog promotion Promotion BCT TV CF/ Brand Filler Sponsorship/ PPL Online Promotion Naver Brand Blog & Tistory Blog numerous exposure to netizen make issue about Shaking rice YESOBAN

[object Object],Wide Release E-Commerce Convenience Wide release with Promotion marketing Before: Promotion and Circulation’s gap After: Wide release of YESOBAN Place Wide Promotion Wide relase: E-mart, Ministop Supermarket, E-commerce Gap

Wide Release E-Commerce Convenience Online promotion lead to E-commerce Directly Provide online contents of product, diet.. E – commerce

Wide Release E-Commerce Convenience Easy to buy YESOBAN low involvement High involvement Connected to Women’s beauty, diet, and life, It’s a high involvement product Easy to buy anywhere: convenience store, supermarket, mart, department store New Channel : Cosmetic shop, health club, diet clinic, drug store, health care shop, Estethic On-line Channel : Pulmuone e-shop, g-market, auction, samsungmall

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price Strategy Price Positioning Price Operation

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price Strategy Price Positioning Price Operation + +

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price Strategy Price Positioning Price Operation I need a program adjusting my body

권지선 , 오지혜 , 이은정

예소반 마케팅전략

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