[소비자 행동론] 담배 브랜드 `레종팝`의 광고효과 분석(영문)

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레포트 > 경제경영계열
2011.03.01
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[소비자 행동론] 담배 브랜드 `레종팝`의 광고효과 분석(영문)에 대한 자료입니다.

1. Motivation
2. Situational analysis
(1) Introduction of ‘Raison pop’
(2) ‘Raison pop’ in cigarette market.
(3) Problem situation
3. Research
(1) Research Process
(2) Research Timeline
(3) Consumer survey
(4) Consumer blind test
(5) Focus group interview
4. Suggestion
(1) Retain
(2) Renewal
(3) Repositioning
5. Conclusion

본문내용

(4) Consumer blind test
An interesting test was conducted in 2009, resulting that most university student smokers could not distinguish the taste of each individual cigarette . In order to figure out whether consumers could actually distinguish the difference in taste between foreign brand cigarettes and Raison Pop, we have designed a consumer blind test.
The blind test was conducted as followed;

① 11 participants were selected for the test.
② Each of the participants were given 2 cigarettes, and told that they were of a different brand (one that the participant regularly smokes, and the other being Raison Pop).
③ The participants were given each cigarette to smoke randomly
④ After drinking a cup of water and waiting 10 minutes, they were given the second cigarette.
⑤ When they were done smoking both cigarettes, they were told to distinguish which is which.

The cigarettes were of course, both Raison Pop. But surprisingly enough, none of the respondents were able to distinguish it. In other words, they all thought that the two brands were different.
Through both the test conducted in 2009 and our own test, we have concluded that even though consumers perceive taste as the most important factor when choosing which cigarette to smoke, they could not distinguish the taste itself, at least not as significantly as to make sense.

(5) Focus group interview
In order to reveal hidden implications behind the smoking habits and brand selection of smokers, we carried out a focus group interview. Four interviewees were selected (2 male and 2 female), and the interviewee was carried out for 45 minutes. The discussion was mainly about;

① The reasons they choose the cigarette brand that they regularly smoke
② What the respondents think of the promotion of Raison Pop
③ The reasons why smokers are not willing to purchase, or try, Raison Pop

Through the interview, we were able to draw out 3 main conclusions;

1) Raison Pop’s promotion strategies are fairly acceptable, but the perception towards Raison is still negative and attributes to the taste of Raison.
2) The brand perception was an important factor for building consumers’ brand loyalty.
3) The perception towards domestic brands was inferior to foreign brands.

4. Suggestion

In order to make Raison POP escape from the slump of sales, we developed the 3R strategy: Retain, Renewal, and Repositioning. According to our survey, Raison POP has its own strength such as the delightful package design emphasizing its multi-stripe pattern and the practical usage of both normal and menthol cigarettes. However, they overlooked an important consumer purchasing habit in which consumers’ tend to buy products by brand image regardless of

#광고효과 #소비자 #레종팝 #브랜드 #행동론