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커피 루카 마케팅사례 보고서에 대해 기술한 리포트 참고자료입니다.
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marketing strategy for increasing market share of looka
objective company & competitor analysis swot analysis segmentation & targeting positioning 4p mix action plan budget
raise the market share up to 25% by the second quarter of 2014.
* namyang ceo ung-kim said “increase market share 30% by 2013”, but it is hard to accomplish because of boycott.
so we downward the objective to 25% by 2/4, 2014.
objective looka look at the new waves of coffee (look americano) kanu the smallest cafe in the world launching : xxxx.xx.xx launching : xxxx.xx.xx copycat company & competitor analysis kanu looka because, looka looks just like kanu, and the slogan does not persuade inconspicuous slogan although looka’s market share is small, looka has competitive advantage company & competitor analysis market share kanu 80% looka 18% etc 2% looka kanu scent positive effects of scent of coffee in our brain result of research swot analysis strength weakness opportunity threat differentiated high-quality beans new coffee factory in naju distinctive scent image of copycat little market share inconspicuous slogan boycott growing market size demands of high quality coffee with cheaper price coffee mix market is stagnant low entrance barrier high coffee mix market share too many competitor
escape the image of copycat by setting the slogan that emphasize looka’s scent
sw strategy select 3040 office worker coffee demographic analysis segmentaion & targeting (g generation) coffee consumption per day
2.8
office worker
1.6
university student (scale : cup)
drink coffee?
target analysis coffee consumption
coffee is consumed the most in the office, vast majority of office workers drink coffee
looka better scent than kanu’s target customer drink coffee for a break while working looka revitalization of slogan positioning lost in aromatic break, looka reason why drink coffee target analysis
1.while working(53%)
2.before working (25%)
3.at lunch (25%)
when drink coffee?
drink coffee in order to refresh and to take a rest while working 4p-product
differentiate by having a more comfort-relating image, which will be quite different from current design.
have brighter and “warmer” colors
main model to be on the cover.by having kang dong-won sitting on the letter l
product design 4p-price
coffee bean mix market as a whole is promoting the premium-coffee image.
price support
domestic factory which will be completed in 2014, we will use that surplus for other marketing budget.
plow back to marketing 4p-place hypermarkets (55%) rest (21%) convenience store (13%) internet (11%) (이하 생략) |
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2017.12.31
22페이지
