The vision of the beer firm industry

1
Hite
The vision of the beer firm industry
? 6? ??? ??? ???
HITE? ????? ??? ????
2
Contents

• 1. ??? ??? ???
• - ????? ??,??,??
• - TEST ???? ??
• ??? ?? ??? ???
• - HITE? ??STORY

3
??? ??? ???

• ???? ?? ??
• - X? Y? ??? ??? ?? ???.
• - X? ???? Y? ??? ???.
• X? Y? ????? ?? ??? ? ??.

???? (??? ???? ??? ????)

• ????? ??
• ????
• ??? ???
• ? 3? ?? ??

• HITE ? ?
• - ???? HITE ?? ??? ???????? ??? ? ????
• ???? ????? ?? HITE? ???????
• ???? ?????? ????
• ??
• ?? ??? ??

• ??? ???
• ?? ???(??? ??)
• ?? ???(???)

• ??? ???
• ??? ???? ??? ??
• ??? ???? ??? ??
• (??? ?????
• ?? ????? ????)

4
HITE ??
5
What do we want to achieve?
Product ??
Market ????

• ??? ?? ??? ???? ?? ?? ? ???? ???? ????? ???

• ???????(?, ????)? ???
• ,?????????(??? ???)
• ????? ??? ?? ?? ??
• (OB?? ????? ??? ??? ??'??'??)

• '??150m? 100 ???? ?? ??? ??
• ?????? ?? ????? ?? ????? ???? ??? ???? '?? ??
  ??'?? ????.( "??? ?? ???????)
• ("??? 90? ?, ?? ??? ???????)
• ("? ?? ?????? ??? ????? ????)
• ("? ??? ??, ?? ? ?? ??)

• - ??? ???? ??? '?? ??? ??
• - ?? ???? ??? ? ?? ??? ??
• ??????? ?? ???? ??? ???? ??

Market ????
?? ???? ?? ???????? ???? ??? ?????? 3????
?????? ?? ??? ??? ???? ??? ?? ?? ????? ????
??? ?? ???? ??? ??? ?? ???? ??(GNP U10,000 ??
??)? ?? ?? ?? ?? - ??? ???, ??? ??? - ??? ???
?? - ?? ??? ??(????) - ?? ??? - GREEN MARKETING
?? ??
6
S
W
???? ????? ????? ?? ????? ???? ??? ??? ?? ?? ????
????? ???? ????? ????? ??
O
T
7
HITE MARKETING PROGRAM
8
TARGET - ?? 20? ?? 30? ?? - ?? ???, ????,
??? - ?? OB?? ??(?? ?? ???? ?? ?? ??)
?? CONCEPT - MAIN ?? 150m? 100 ???? ?? ??? ?? - (?) ???? ??? ??(De-husk ??) ???? ?? ???? ?? - (?) M.C.F.???? ???? ?? ??? ?? ?? ??????    ??? SUB ??? ??? ??? ??
                                                                                                               
??? HITE, ???
                                                                                                               
?? ?? 4.5
                                                                                                               
?? SPEC?? ?? ??? ??
                                                                                                               
PACKAGE - CONCEPT? ???? ?? ? ?? - ?? ???? ??? BACK LABEL ?? - ?? ???? ??? NECK AROUND LABEL ??
  ??(PRICE) - ??? ?? ?? ? 20 ?? , ????? ? 7.3 ?? - ????? ?? ???? ?? (???? ??? ???? - ???) - ??? ??? ?? ??? ??
??(PLACE) - 1? ??? ????? ???? ??? R/S ?? - 2? ???(?????) Merchandising? ?? M/L ?? - C.V.S.?? 1? Target - ?????? ?????? ?? Hi-Touch? ??
9
TEST MARKETING
BRAND NAMING
????? ???? ??? ??? ??(HITE, VING, VIVIS, DEEP,
O_TO_ICH)
????   - ???? 25? 35?, ??, ??? ? ? 100? -
???? ???? (???, ??, ??? ??? ?)
????

?? HITE VING VIVIS DEEP O-TOUCH

???? 59? 9? 12? 12? 8?

?? 59 9 12 12 8
  - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??   - ???? ???? ??? ??, ??(HEIGHT), ?????, ????, ???, ???, ??
??  - ?? ???, ?? ???, ??? ?? ?? ?? - ?? ?? ??? ???? ??
10
CONCEPT, PRICE, PACKAGE
????   - ???? 92? 11? 30? 12? 1?, 13? 19? -
???? ??? ??? ??, ??? ??? ?? - ???? ???, ??,
??? ? ?? ? 512?
????

• CONCEP TEST ??

?? CONCEPT? ?? ???? 86.2? ???? ???
11
 
 
 
CONCEPT, PRICE, PACKAGE

• PRICE TEST ??

????? ???? ???? ????? ????? ???? ??
 
 
12
CONCEPT, PRICE, PACKAGE
????? ??? ?? NPD1? ??? ??? ???? ???? ????????
???    ??? ??? ?? NPD2?? ??? ??? ??? ??. - ??? ??
?? ?? NPD1? ???? ??? ?? ?? ? ????? ????
???    ???? ??? ??? ?? ??.
13
pre-TEST? ?? ??? ????? ????? ??
SWOT? ?? ?? ?????? ??? ??
HITE? ??? ??
??  lt??1gt HITE POSITIONING ??? ??? - ??? ? ????
90 ?? - CONCEPT ??? ?? ????? 65 ?? - CONCEPT
??? ?? ??? ?? - ?? ???? ?? ?? ?? lt??2gt ??? ????
16.3? ??? ???? ??? ??? 50?? ???? ????? IMPACT
?? ?? ? ?? ?? ?? lt??3gt CONCEPT ???? ????? ???
?? ??? ???? ?? ??????? ??? ?? ?? ??
14
HITE 56.9????