시장세분화 표적시장 선택 및 포지셔닝contents.kocw.or.kr/document/07_15.pdf · page...
TRANSCRIPT
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Page 1
Marketing Strategy
7
,
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Page 2
Marketing Strategy
Leading Case : SOUL
SOUL
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Page 3
Marketing Strategy
Leading Case : SOUL
Hybrid
low price / low added value
Actual Image
Desired Image
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Page 4
Marketing Strategy
Leading Case : SOUL
SUV(Sports Utility Vehicle) MPV(Multi Purpose Vehicle)
,
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Page 5
Marketing Strategy
Leading Case : SOUL
SUV(Sports Utility Vehicle) MPV(Multi Purpose Vehicle)
Hatchback
SUV
MPV
, SUV, MPV CUV(Crossover Utility Vehicle)
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Page 6
Marketing Strategy
Leading Case : SOUL
T U O N
TUON SOUL
- / - / - TUON
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Page 7
Marketing Strategy
Leading Case : SOUL
Tuning + On Tune Up the Optimistic Next
T U O N
TUON
KIA
SOUL
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Page 8
Marketing Strategy
Leading Case : SOUL
Segmentation
(performance)
(economy)
(style)
(safety)
(utility)
(show-off)
(spacious)
CUV SOUL
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Page 9
Marketing Strategy
Leading Case : SOUL
SOUL
Targeting
20, 30
300~500
, , , ,
(Ageless Senior)
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Page 10
Marketing Strategy
Leading Case : SOUL
Positioning Strategies
(Innovativeness)
(Fun)
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Page 11
Marketing Strategy
Leading Case : SOUL
SOUL
Positioning Strategies
20~30
, , , ,
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Page 12
Marketing Strategy
Leading Case : SOUL
SOUL ( 77%) SOUL (Box Car) 2009 4 4 1. 2009 SOUL 24.6% 19 2 25% 31%
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Page 13
Marketing Strategy
Generally he who first occupies the field of battle to await
the enemy will be rested;
He who comes later and hastens into battle will be weary.
Thus the expert in battle moves the enemy, and is not moved by him
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Page 14
Marketing Strategy
7
II. (Positioning)
I.
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Page 15
Marketing Strategy
Segmentation Targeting Positioning
Target
Positioning
STP
The Low Fare Airline
1.
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Page 16
Marketing Strategy
1.
, , , ,
1
2
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Page 17
Marketing Strategy
1.
1. , -
2. , , , ,
3.
4.
1.
2.
.
3. .
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Page 18
Marketing Strategy
1.
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Page 19
Marketing Strategy
1.
:
,
,
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Page 20
Marketing Strategy
1.
/
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Page 21
Marketing Strategy
?
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1.
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Page 22
Marketing Strategy
()
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?
()
?
?
()
?
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()
?
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PDA, Home Network
Needs Based
1.
http://www.audiofair.co.kr/img/hts.gif -
Page 23
Marketing Strategy
Needs Evolving
,
Needs Based
1.
http://image.ehyundai.com/static/image/product/small/prd484381.jpghttp://www.ladyok.com/shop/img/item/3s.gif -
Page 24
Marketing Strategy
1.
,
.
1.
2.
3.
4. ,
5.
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Page 25
Marketing Strategy
1.
/
- (, ), ,
- , ,
- /
- , /
- ,
- (//)
-
-
- ,
- ,
-
-
-
- , R&D, ,
-
- /
- ,
- ,
- ,
- ,
-
-
-
-
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Page 26
Marketing Strategy
1.
/
50 8 400
/ 20 9 180
20 9 180
10 10 100
100 36 860
= (860*100)/1000=86
20 9 180
/ 20 8 160
50 9 450
10 10 100
100 36 890
= (890*100)/1000=89
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Page 27
Marketing Strategy
1.
1. 2.
1. 2. 3.
1. 2. 3.
1. 2.
1. 2.
1. ,
1. 2.
1. 2.
1. 2.
,
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Page 28
Marketing Strategy
1. (mass-market)-
2. (niche-market)-
3. (growth-market) -
1.
http://www.autospies.com/images/users/Agent009/Honda_2 Logo.jpg -
Page 29
Marketing Strategy
- Point-point flight
- No-frills approach
- New plane of same type
(simpler maintenance)
- Nonstop shuttles around quickly
- Prefer smaller, less-congested
airports in large market
Brand-new airbus A320
not just for fare, for experience
24 direct satellite TV
Leather Seat
- Southwest Target
- CEO
2. (Positioning)
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Page 30
Marketing Strategy
Positioning
2. (Positioning)
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Page 31
Marketing Strategy
Positioning
,
2. (Positioning)
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Page 32
Marketing Strategy
Positioning
,
,
Coffee Experience
2. (Positioning)
http://www.starbucks.com/grocery/icecream.asp -
Page 33
Marketing Strategy
2. (Positioning)
1. McDonald
2.
3.
4.
Johnson & Johnson
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Page 34
Marketing Strategy
2. (Positioning)
: ,
:
:
:
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Page 35
Marketing Strategy
2. (Positioning)
:
:
:
Marketing Action
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Page 36
Marketing Strategy
, ,
(dimension)
(product
perceptual space)
,
.
2. (Positioning)
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Page 37
Marketing Strategy
/
/
0.2
0.4
0.6
0.8
1
0
-0.2
-0.4
-0.6
-0.8
-1
0.2 0.4 0.6 0.8 1 -0.2 -0.4 -0.6 -0.8 -1
ideal vector
Fresh
()
Cool
J
O2
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Page 38
Marketing Strategy
2. (Positioning)
1. : .
2. :
.
3. :
.
4. :
5. : .
6. :
.
7. : .