오늘의 차 영문 피피티 자료

소개글

2008년 마케팅조사 시간에 사용한

오늘의차 분석자료입니다.

마케팅조사의 측면에서 오늘의 차를 분석하고

전략을 제시하였습니다.

목차

1. INTRODUCTION
2. MAIN ISSUE
-ANALYSIS OF AWARENESS-
3. MAIN ISSUE
-ANALYSIS OF POSITIONING-
4. MAIN ISSUE
& CONCLUSION
-ANALYSIS OF SEGMENT-

본문내용

How to draw-
Enlightening the images related to consumer’s choice by conducting FGI or any other qualitative method.
Categorizing the images into a number of attributes by using factor analysis
Drawing map based on calculated factor value

What we did-
10 images : ‘beautiful,’ ‘bright,’ ‘clean,’ ‘natural,’ ‘diet,’ ‘traditional,’ ‘neat,’ ‘humorous,’ ‘emotional,’ and ‘trendy’
Categorization by factor analysis : grouping when over .5
Drawing map depending on factor values and naming the axes


-오늘의 차, 17차, 하루 녹차 ≠ green tea image

-17차 occupies the ideal position in the market.

-The biggest market share generates more revenue and larger portion of margin.

-Distance from ideal point
as near to ideal point, market share also gets bigger.

참고 자료

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