math statistics textbook chap 1~16

Hey,�� Do�� you�� wanna��

go�� out�� for�� a�� drink

“4season”�� ?

[Customer Behavior]

Team 2

Jaedoo KimDohee KimSaebom OhDongho LimChanul Lee

Chunnam Mo

INDEX• Makgeolli market - Product characteristics

- Competitor 1

- Competitor 2

- Competitor 3

- Overall comparison

• Consumer analysis - Current consumer

- Segmentation & Target consumer

- Persona analysis

- Our research result

• Marketing Strategy - Product Strategy

- TV advertisement

- Paper advertisement

- Online Promotion

- Offline Promotion

Consumer Behavior

Consumer Behavior Team2

Mag-ggeol-li? – Rice unrefined wine

◆Made from rice of wheat mixed with nuruk(누룩)◆It contains a lot of vitamin C, Lactate, Essential amino acids

Competitive Analysis


premiumbasic

Kuksoondang�� focus�� of�� premium�� Makgeolli

◆Competitor built variety of line-ups but not big difference in tastes

Competitor1. Seoul Takju


◆Marketing < Distribution network 7 brewery in metropolitan areas. It has shown high market share in the national distribution network seized (80% in metropolitan area, 50% in nationwide)◆ Low alchole makgeolli for women Ee:FF, premium hongsam makgeolli, hongsam jangaoo makgeolli launching

Competitor2. Kooksoondang


◆ Young image buildingContract top class model in marketing, university student supporters (Ideas built for breaking an existing image)◆ Low market share and scale of business in spite of active marketing strategy compared to competitor

Competitor3. Regional Mackguli


◆ at the market donimated major companies, regional mag-ggeol-li (small and medium industry) is striving for contacting consumer directly besides marketing effortex) il-san mag-ggeol-li festival, marketing connected regional festival)

2.

Main Product : Basic tastesMain Target : 40 – 60s, the middle aged

No special promotion

Overall Comparison


Marketing < Distribution channel ( Retain brewery distribution channel rather than marketing)

TV advertisement for breaking existing image, use univ student marketing

Makgeolli link with specialties, effort to meet consumers rather than marketing

1.

3.

Common Point

Consumer Analysis


* Ministry of Health & Welfare

20

60

100

2009 2014

57.7 60.7

40.845.1

75.3 77.1

Men WomenTotal

* Statistics Korea

Liquor�� Expenditures

0

3000

6000

9000

12000

2003 2009 2014

6359

8356

11267

Monthly�� Drinking�� ratio

Increasing�� potential�� demand,�� especially�� from�� women

" "

Consumer Analysis


Milder soju selling hot !Posted : 2015-05-24

Written By. The Korea Times

A citron-flavored soju with lower alcohol content is taking the Korean liquor market by storm, selling more than 1.5 million bottles in only a month after its debut in March. …

The new soju has an alcohol content of 14 percent, about 3 percentage points lower than other soju brands, and its typical "bitter" taste has been diluted with citron extracts.

"The product has an especially strong appeal to women who love to drink cocktail-style, light alcoholic beverages," the spokesman said.Experts say Soonhari Chum Churum's success reflects the rising popularity of low-alcohol drinks.

Many makers of whisky and other liquors recently introduced low-alcohol products to follow the trend.

3Low alcohol 3A variety of Flavors 3Looking

Good

Consumer Analysis


20s : Trendsetter Familiar with SNS Prefer new experience

Women : Spending pattern affected by emotional value

Main Target

20-30sWomen

Sub Target

Peoplewho want

a weak drink

Middle age

Old age Men

ChildhoodX

Pure flavorlovers!

Consumer Analysis


Experience

Love

Appearance

20-30sWomen’interest

Consumer Analysis


Cognition

Behavior

Affect

Low InvolvementHierarchy

20s University student OOO

: Persona Analysis

Consumer Analysis


: Our Research Result

Is�� it�� DELICIOUS?

Honey

BlueBerry Citron

GreenGrape

Does�� it��

Have�� a�� hangover?

Taste: 72.5%

Honey: 47.5%

citron: 9.3%

Green graph: 7.4%

Blueberry 5.4%

Consumer Analysis



I will purchase ‘4season’72.5%I will purchase

“4season” : 72.5%I prefer flavored makgeolli: 72.1%

Even though people who dislike flavored makgeolli, 56% of them have will to purchase “4season”

Consumer Analysis



Blogs, SNS: 11.3%

Friends: 56.9%TV CF: 9.3%

When people select which makgolli to drink, 56.9% of 20’s affected by friends.So, we can hire opinion leaders - people who are able to influence others' attitudes and behaviors – and then using WOM strategy Also, influence of WOM is really powerful because of SNS.By using SNS and Blogs, we can do viral marketing.

Eat with particular foods

Mostly with friends

Fruit Makgeolli was good !

Problems


What’s Bad? Change to How?

Perception Old image Young image Marketing

Product Characteristic

Bad Hangover Light

Delicious tastes

New Product

Product Concept


Product Strategy


Most popular 4 flavors represent 4 seasons.Young and trendy package design made with traditional ceramic

Product Strategy


Most popular 4 flavors represent 4 seasons.Young and trendy package design made with traditional ceramic

<perception>Sensory Marketing: Companies pay extra attentionto the impact of sensation on consumers' product experience

Sight,Taste,Sounds

Honey: Spring

Begining Stage of Love

Product Strategy


Most popular 4 flavors represent 4 seasons.Each flavors of 4 seasons are the best quality in the season that product represents.These seasons also mean phase of love.

Green Grape: Summer

Passionate Stage of Love

Blue berry: Fall

Break-up of Love

Citron: Winter

Resting Period of Love

All TVCF series have longer version for online promotion

Marketing Strategy


:TVCF Series1. Spring

Spring: Begining of the love

Story about first kiss.

In spring, boy and girl met and

fell in love.

<Learning and memory>

Stimulus generalization:

Tendency for stimuli similiar to a conditioned

stimulus to evoke similar, unconditioned

response



Marketing Strategy :TVCF Series2. Summer

Summer: Passionate Love

Story about summer vacation.

They have passionate love.

Their love is vital and fresh like

green grape.





response



Marketing Strategy :TVCF Series3. Fall

Fall: Break-up

Story about break-up situation.

They don't love each other any more.

What has estranged them from each other?





response



Marketing Strategy :TVCF Series4. Winter

Winter: Resting Period of Love

Although she doesn't have boyfriend,

she isn't sad anymore. Instead of

boyfriend, she has many girl friends.

She is waiting for new love with

4 seasons.





response


On website, consumer can take psychological test about their love.

The results of the test can be easily shared on various SNS channel such as

facebook, twitter, kakao story.

Marketing Strategy Online promotion1. Website


Through the facebook page, consumer can write thier love situaiton

related to 4 seasons commercial. Their story can draw the sympathy and

be shared by many people.

Marketing Strategy Online promotion1. Website


Through sampling event, consumer can experience our product.

And this event can reinforce the relation between love and 4 seasons

Marketing Strategy Offline Promotion: Sampling Event


Through sampling event, consumer can get one-more drink by chance.

Marketing Strategy Offline Promotion: One-more Drink

<Variable-ratio>

You get reinforced after a certain number of reponses, but you don't know

many responses are required. So you tend to respond at very high and steady rates.

This behavior is difficult to extinguish.

Sorrow�� can�� be�� alleviated�� by�� good�� sleep,�� bath�� and�� a�� glass�� of�� Makgeolli

-Thomas�� Aquinas

Thank you

math statistics textbook chap 1~16

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