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_SLIDE_1_
Saving the Beer Monster
DJ Club Beer House at Anam
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Contents
I. About Client
Marketing Problem
Research Objective
About Research
Suggestion
Q & A
Beer Monster
Marketing Research
Save the Beer
_SLIDE_3_
About Beer Monster
Beer Monster
Marketing Research
Urban Atmosphere
Live Music & DJ Club
Beers from all over the world
Low and middle price
Save the Beer
_SLIDE_4_
Beer Monster
Marketing Research
Unprofitable !!
Symptom
Owner interview
“3~4개월 쯤 됐는데 손해보고 있습니다.
아직까지는 투자기간이라고 봐요…”
Our observation
Visit Th/Fr/Sa prime time (PM 9~12) for 3 weeks
Average : 10~14 guests…
About Beer Monster
Save the Beer
_SLIDE_5_
Beer Monster
Marketing Research
Beer Monster’s Marketing s…(생략)
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GI
Questionnaires
Generate Hypothesis
KU has a unique drinking culture
- Heavy drinking, drinking in major groups, 막걸리
The overall concept (mixture/bundle of values) does not match KU’s unique drinking culture
Save the Beer
_SLIDE_9_
Research Objective
Beer Monster
Marketing Research
Low Awareness
Which promotion?
Unfamiliar Concept
KU drinking culture?
Compatible with Beer Monster?
Miss Conduct of the Target
Drinking behavior/ Preference by age
Bad Location
Which Region?
Interior, DJ
What aspects customers value?
Save the Beer
_SLIDE_10_
Survey
Beer Monster
Marketing Research
Where do people drink beer?
What is the right promotion?
How many believe the concept is not right?
Is there difference between grades
in the consumer behavior for beer?
Which characteristics makes people
come to a beer house(beer monster)?
Question
Save the Beer
_SLIDE_11_
Result of the Research
Beer Mon
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