분야
ppt1. Chamisul’s present state
2. The features of Soju market
3. About jinro
Ⅱ. Research Findings
1. External environment & STP & 4P & SWOT
2. Brand management strategy
3. CheoumCheorum brand analysis
4. Customer Survey & Chamisul strategy proposition
Main office in 1445-14 Seocho 1-dong, Seocho-Goo, Seoul
Manufactory in Gyeonggi-do Icheon, Chungbuk Cheongwon, Kyungnam Masan.
Founded Jincheon Drink Corporation in Pyeongnam Yonggang in 1924,
started to produce and sell Jinro Soju
In 1970, became No.1 brand turning around Samhak
In 1998, Chamisul was given birth.(same time as SunhanJinro)
In 2006, Chamisul fresh was released(low-degree boom)
Planning to M&A with Hite now
Jinro-hite is now operating total ERP system for more investment abroad
④ Degree of Woman drinker is going up-Woman in her 20's is rasing up
⑤ The degree of so-ju is decrease
After 30 degree so ju in 1965, alcohol of soju is slowly go down.
Well-being trend makes degree of so-ju down.
People want to drink 18's degree so ===>> low degree soju is new trend
s w
o low degree, fast hangover
-> respond changing alcohol culture norrow target market
-> weak so ju
-> target to woman and man who not familiar with soju.
t alkali return water stability verification
there is unconditional competitor
->need to differentiation marketing narrow target market
-> encroachment possibility
Chamisul can also perform marketing which is targeting the senior(old people)-according to the development of medical technology and upcoming aging society