[광고론] 처음처럼 IMC 전략과 프로모션

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레포트 > 사회계열
2013.03.12
32페이지 / pptx
1,900원
57원 (구매자료 3% 적립)

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추천자료

[광고원론] IMC의 개념, 특징, 중요성, 사례

[마케팅] 인터넷을 통한 통합적 마케팅 커뮤니케이션(IMC)의 활용

[국제마케팅] 국제광고전략

광고론 레포트

[광고판촉] 하이트맥주 HITE 브랜드 IMC사례 분석

[광고판촉] HITE(하이트) 브랜드 IMC사례 분석

소개글

[광고론] 처음처럼 IMC 전략과 프로모션에 대한 자료입니다.

1. Introduction
2. Situation Analysis
3. Current Strategy
4. STP
5. Suggestions for IMC Strategy

본문내용

Focused on the product with
‘Alkali regenerated water’

Tried to deliver
healthy and soft image

Cool and young image for Target customers ofWomen in 20s

Emphasized ‘mildness’ by promotingto ‘shake’ it

Main Competitors
참이슬
M/S : 47.1%
진로
Long History
First Mover Advantage
2 types for different
products: Classic & Fresh

좋은데이
M/S : 12.3%
무학
was launched in Busan
Mainly consumed in Kyung-Nam
area based on regional bonding
Rapidly catching up 처음처럼

Hard to differentiate in terms of taste
Consumers mostly cannot distinguish the
flavor or scent of the product
참이슬 & 처음처럼 are ranked 7 & 9 by
sommeliers, although these are popular brands

→ It is crucial to build a strong brand, through the IMC Strategy

Pretty well integrated under its concept , but not appealing to customers
↓

1.The overall concept of 처음처럼 is outdated
2.It is not appealing to all target groups of 25 – 35 years old,
Current strategy only appeals to women and few men
3.Each promotion strategy is not attractive enough to raise attention

TV Ad
Combination of celebrities from different areas do not harmonize well together, deteriorating the sex appeal of Hyo-Ri Lee

(2) Events
Many people are unaware of various events 처음처럼 is holding

(3) Application
Battle App, a program that contains a variety of drinking related games, lacks uniqueness

#프로모션 #IMC #광고론 #프로 #모션