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최연재 홍성우 윤희원 박현지 박민찬 박소민
보해 매이, 그녀들을 위한 커뮤니케이션 전략
목이매이조
취하기보단 술 자리 자체를 즐기는
요즘 소비자 경향
2007
상반기
2012
상반기
2013
상반기
5년간 하락세던 매실주시장 성
저도수
최근 젊은세대에서 소비되는 저도수
뉴시스뉴스 (2013.08.29)
340
106
136
이런 경향에 따라서
<2012상반기/매실주시장점유율>
매화수
56.6%
설중매
29.1%
매취순
13.8%
매실주 시장은 현재
각자만의 특징을 지닌
시장 주도 브랜드들이 존재
이런 시장 안에는
제품을 계속 리뉴얼하며
젊은 여성들에게
달콤하고 화사한 이미지 전달
최고급 매실원액과
순금가루의 사용으로
고급스러운 이미지 강조
다양한 연령대를
아우를 수 있는
세가지 제품군의 존재
이렇게 쟁쟁한 타사들이 존재하는 상황에서
A YM
시장 후발주자로
뛰어든 매이
매이는
주목받는 여성상
여성들의 워너비 캐릭터
솔직하고 당당한 여자의 이미지를 지향하며 출시
이러한 이미지를 엿볼 수 있는
여자들의 아름다운 목라인과
당당한 어깨라인을 형상화
세련되고 모던한
매이만의 병 디자인
게다가 이런 차별점에 덧붙여
14도 14도 14도
10도
여성들에게 어필될만한
가장 낮은 도수
하지만 이런 차별점들이 있음에도
제품과 거리감이 있는
여태까지의 커뮤니케이션 활동
이 때문에 매이는
제품 자체의
세련된 이미지
커뮤니케이션
컨셉
충돌
소비자와 효과적으로 소통하지 못함
이 때문에 매이
는
시장 내에서
입지가 아주 미약한 상태
따라서 우리는
매이가 가진 제품 자체의 이미지를 살려내고
자사만의 차별점을 부각하는 방향으로 수정
이를 위해 알아
본
솔직하고 당찬 여성의 모습을 가짐과 동시에
여린 모습을 지닌 그들
이런 그들의 모습
은
겉은 강하지만 속은 여린 도시적이지만 사실 가장 순한
!
이 둘의 공통점으로
매이만의 차별화된 이미지를 만들자
10도
이를 통해
AYM
소비자의 자아와
매이의 이미지가 일치
매이에 대한 호감도 획득
이런 점에서 우리는
스토리보
드
BGM CONTEXT
Sheezus
-Lily Alien
여성의 세련되고
도시적인 모습을 보여줌
스토리보
드
BGM CONTEXT
Sheezus
-Lily Alien
여자가 걸어나와 매이와 겹쳐지고
매이 안에 여성이 담긴듯 표현
기대효과
BGM CONTEXT
Sheezus
-Lily Alien
여자를 담다 MAY
비하인드 스토리식
허술하고 천진한 여성의 모습
여린 당신을 닮다
여자를 담다, MAY
TV CF
기대효과
여성들에게 사랑받는 브랜드로 거듭나고
매실주 시장내 확고한 입지 획득
감사합니다

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