서울우유 매출 확대를 위한 marketing communication strategy
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서울우유 매출 확대를 위한 Marketing Communication Strategy. 2004.1.30. Table of Contents. STAGE I. As-Is 분석 ( 현상분석 ) 시장상황 ( 매출 , 성장률 , 우유시장조망 ) Brand 구조 분석 서울우유 제품 Portfolio 분석 기존 커뮤니케이션 분석 소비자 분석 STAGE II. Key Findings STAGE III . To-Be 모습 - PowerPoint PPT PresentationTRANSCRIPT
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Marketing Communication Strategy2004.1.30
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Table of ContentsSTAGE I. As-Is ()
(, , ) Brand Portfolio
STAGE II. Key Findings
STAGE III . To-Be
STAGE IV. COMMUNICATION STRATEGY
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As-Is : ()03 4 9 8 . 1 6 3 , 73%, 27% .02~03 5% 0.6% , 23.5% .03 .02~03 16,63617,62223.5% 0.6% : : / ,12,745,12,8163,8914,806-4,0008,00012,00016,00020,00020022003 5%
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As-Is : () 02~03 -0.1% , 5% . , , , .0100020003000400050006000700020022003 02~03 : : 010,00020,00030,00040,00050,00060,00020022003 02~03 : : ,, 5 4 9 7 1 5 5 1 6 2 +5.1%-1.0%+5.5%-16.1%+17.6%+37.9%+9.5%
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As-Is : () 0.6% , 3.7% . M/S . / , Hybrid . 1 / 2 Big Market 88% 99% Power Brand .
0100200300400500600 (2003. 11 ): : / 02~03 6,7416,99020022003: / : 7,8368,2523.7% 0.6%
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As-Is : / , / . , / / Marketing Mission .
ESL54.654.9103.474.128.8, 74.039.729.552.333.2 ESL , 81.237.561.460.143.3 , :
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As-Is : Portfolio 65% . 30% , 15%, / 80% ./ 64.4% 78.8%: : 2003 (1~11), 31.2%
Chart2
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21317
22647
55972
49983
5501
103548
488016
Sheet1
$10,9950.0145056789
$21,3170.0738437345
$22,6470.0298781365
$55,9720.0281234704
$49,9830.0659424601
$5,5010.007257457
$103,5480.1366106449
$488,0160.6438384177
$757,979
Sheet1
0
0
0
0
0
0
0
0
Sheet2
Sheet3
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As-Is : 4 Milk Master GOD of the milk Milk Mania .Milk Master .GOD of the Milk G.O.D , .Milk Mania Renewal .Milk Mania , , M/S * . * M/S 3.8% / 5% (:)
. .................. 3.98 . .. 3.90 . .. 3.86
(5 ) Milk Mania:
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As-Is : ( ) , 20 10 .10 , 10 , / , .20 .
1 / : ACR , 2002: 04 1 , N=2000%10%20%30%40%: ?37.8%28.6%28.5%24.2%27%25%15%18%0%5%10%15%20%25%30%35%40%10203040 0%5%10%15%20%25%30%35%40%
Chart4
$488,0161.5%
$103,5487.4%
$5,5013.0%
$49,9832.8%
$55,9726.6%
$22,6470.7%
$21,31713.7%
$10,99564.4%
$757,979
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0
0
0
0
0
0
0
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10203040
37.8%24.2%28.6%28.5%
15%18%25%27%
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&A
Page &P
Sheet3
1038%17%4%35%6%
2040%15%3%37%5%
3032%24%16%18%10%
40 26%36%14%15%9%
12100816032509339253035379
34%23%9%26%7%1
136923610428
Sheet3
0000
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0000
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10
20
30
40
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As-Is : ( ) . 10 71%, = , 20 . Q) ? = : 04 1, , N=200
Chart6
0.71
0.18
0.05
0.005
0.045
10 71%
1018%
301%
40 5%
205%
10 71.0%
1018.0%
205.0%
300.5%
40 4.5%
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As-Is : ( )2,084,9241,634,9582,272,3172,359,852102030402,553,7781,922,7302,368,1321,980,28210203040 20 , . , .
10 1 6,756,0267,945,1648,280,1816,948,3596,756,0267,945,1648,280,1815,515,672: 10 10 40 140 , 1 5.3% 47 .
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As-Is : ( ) , Indoor Outdoor . ,, Indoor , .Outdoor , / , Outdoor Portion . Outdoor Soft Drink . Outdoor .OutdoorIndoor 98.1%1.9%, , : 2002 10 , 20~40 Outdoor Outdoor 82% : 04 1 , N=2009%48%34%8%2%
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As-Is : Well-Being .Well-Being , .Well-Being 2003 10 . () Well-Being 2004 10 . () , . 2003 . Welll-BeingWell-Being
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Table of ContentsSTAGE I. As-Is ()
STAGE II. Key Findings
. / . 20 .
STAGE III . To-Be
STAGE IV. COMMUNICATION STRATEGY
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. -0.1% , . . , , . 02~03 5% 0.6% , 23.5% .
0.6% 3.7% . M/S
, , .
// 3 , 80% , Brand Power / .As-Is
.
M/S , Volume .
M/S , M/S .
80% M/S , Brand Power .Key Findings
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/ . , . Portfolio 80% / . Soft Drink . , / / Marketing Mission .
65% . 30% , 15%, / 80% .
Outdoor , / , Outdoor Portion . Outdoor Soft Drink .
Key Findings
.
Portfolio / 80% / .
Outdoor ,/ Outdoor .
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20 ./ .Indoor , Outdoor Outdoor . , 20 10 .
.
= , .
, Indoor Outdoor . Indoor , Indoor .As-Is 20 20 .
, Soft Drink .
, .
Indoor , Outdoor , Marketing Communication .Key Findings
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Table of ContentsSTAGE I. As-Is ()
STAGE II. Key Findings
STAGE III . To-Be
Line-Up To-Be
STAGE IV. COMMUNICATION STRATEGY
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To-Be : , . Portion . , 70% . , / Trend . 4 9 81 6 3
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To-Be : / / . , , . , Trendy Hybrid .
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To-Be : Line-up No.1 , Brand . , / Line-up . . Line-up , . , .
Line-up
Brand Power
No.1 ,
2.521.852.314.063.743.87+++ : 04 1 , N=200
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To-Be : , Indoor // .Outdoor .Outdoor . //Zone . , .
[ , . 1 ,
Brand
// 20~30 Zone . Membership Card 20~30 . Zone
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To-Be , Trend Marketing Communication . Marketing Communication . . Loyalty .
To-Be
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Table of ContentsSTAGE I. As-Is ()
STAGE II. Key Findings
STAGE III . To-Be
STAGE IV. COMMUNICATION STRATEGY
Trend Communication Concept Brand Slogan Vehicle Strategy IMC Strategy
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Communication Strategy : , . 20 , , Outdoor . .
,
10 ,Outdoor, OutdoorIndoor20%30%40%10203040
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Communication Strategy : Trend Well-Being / Trend Trend . , Well-Being .Well-Being Re-positioning .Well-Being / Trend, , ? ?
Well-Being Trend
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Communication Strategy : Communication Concept Well-Being Trend
Well-Being Trend
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Communication Strategy : Communication ConceptNaturalWell-Being / Trend , Concept Natural. Natural
a. , , (, ) , ( ), ex). It is Quite Natural that one should Think So. ( .)
Natural
....4.12 ....4.05Well-Being .....3.74
(: 041 , N=200)
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Communication Strategy : Brand Slogan , . Milk Mania . , , Milk . , Milk() Slogan .
Natural Life, Natural Style.
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Communication Strategy : Vehicle Strategy/ 15% . , Life Style TV . TV Creative Spot , Multi-CM Multi-CM ./ Life Style . / Vehicle Creative .160 TV /Prime time , 6~8 Pulsing 307 ,, Creative Creative TV1234567891011120.82.410128 210: RD13 Creative /
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IMC Strategy : Natural .
Zone , 20~30 .
, POP .
/ PPL .
Outdoor Event .