Case Study - 하이트(영문)
- 최초 등록일
- 2008.12.03
- 최종 저작일
- 2005.06
- 5페이지/
MS 워드
- 가격 1,000원
![할인쿠폰받기](/images/v4/document/ico_det_coupon.gif)
소개글
국내 맥주업체의 대표주자 중 하나인 하이트에 대한 소개, 그리고 하이트가 전개하고 있는 4P에 대하여 작성한 레포트입니다.
목차
1. Introduction to Hite
2. Rhythm Beer
3. Promotion Strategy of Hite
(1) Promotion Step
(2) Sales promotion strategy
(3)Promotion Step Analysis
4. Conclusion
본문내용
1. Introduction to Hite
Hite was produced in 1993. The main concept of this product is ‘freshness’, because environment is nearly related to Chosun Beer’s new product promotion strategy. In 1991, the chemical substance ‘Phenol’ was released by OB beer factory and diffused into Nack-Dong River, thereby contaminating whole Dae-Gu area. Due to this accident, the issue of clean water was very crucial to people’s mind. And the preference of OB beer was also decreased. Therefore, Hite got a good chance to expand its market share. Hite asserted that “We use 100% underground water below 150m” and successfully started to penetrate domestic market.
2. Rhythm Beer
Sometimes Hite is called ‘Rhythm Beer’, because the company uses the other method, called ‘3-stage rhythm method’. Normally, during the brewing process, the temperature suddenly drops to 0℃ from 13℃ between the fermentation and storing stages. Such sudden change in temperature shocks the yeast, and in the following processes the yeast remains inactive.
참고 자료
1. Hite - http://www.hite.co.kr