The document discusses consumer culture and trends towards convenience. It covers topics like reference groups, subcultures, social status, values and interests that influence consumer behavior. Segmentation factors like demographic, psychographic and behavioral variables are examined. The marketing mix of product, price, place, promotion and people is also summarized. Market share and financial metrics for a company operating in this space are provided.

1. Need more convenience time
conscious right
now culture.

2. Need more convenience time conscious right now culture.
 culture) Learned sum)
Beliefs) Values) Customs) Arts)
Moral) Laws) Capabilities) Habits)
Reference Group)
 Subculture)



3.  Social status)
Values) Interests)
Values) Interests)


Pot Emotion)
Feelings)
 Reference Group)
1. direct or membership groups)
- primary groups)
- secondary groups)
2. indirect groups)
- aspirational groups)

4. - dissociative groups)

25% 2552 65%

2 1.
2.
100,000 SKUs

5. 
“ ”
30% 2552
1,305
2553
 ( Motivation) (Activated
State)
1. Advertising)
2. PR (Public Relationship)
3. Direct Marketing)
4. Sale Promotion)

6.  (Personality) (Tendencies)
(Deteming) (Reflect)
 (Emotion) (Feelings)
 Attitudes)
Lifestyles)

7. 
Overal Feeling)
Object)
Attitude)
Beliefs) Feelings)
 Lifestyle)
Activities
Interest OPinions
25%

8.  2537
 2542
Casino Group)
530
 2545
 2548
6,000 10,000
 2550
 2551
 2552 “ ”
 2553 5
 2554 42
15

9. 


10. 

11. 
80,000 100,000 SKUs
4,000 12,000 .
60% 40%

750 2,000 .
80% 20%

12. 
90% 10%



14. " ”
5

15. 
 100,000 SKUs


16. 


17. Market share

868 35,500
868 35,500
120% 13.0x
EBITDA
54


18. 
100,000
5 54
1.2%

33% 50% 41%
2542
50% 2 3 75%

19. Market size
 5
“Leader Price”
15-20%
36
Flagship
Intraday Chart

20. Competitors

2552
2552 67
2552 1
114 5

21. 6 W 1H
 Who:
 What:
 When:
 Why:
 Where: 1 15
92 108
48 60
 Who:
 How:

22. STP
, ,
 Geographic) , ,
, ,
 Demographic) ,
6 , 6-11 , 12-19 ,20-34 35-49 , 50-64 65
1-3 , 4-6 , 7-9 ,
 Psychographic)
, ,
 Behavior Toward Product)
,
, , , ,
, ,
, , , , ,
, , , , ,

23. Target market

, , ,
,

24. Positioning map

25. 4P„S
(
Product

28. (Price)
15-20 %
(Place)





29. (Promotin)
 Advertising) ,
, ,
 Direct Marketing)
 Sale Promotion)
 P.O.P. (Point-Of-
Purchase)
 Online Marketing Website
SMS

30. ( )(
BIG C)
“
”
16,000

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