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1
2
3
4
Situation
Analysis
&
SWOT Analysis
STP
IMC Objectives
&
Concept
IMC Strategy
Contents
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Analysis
STP
Concept
IMC Strategy
¸ÆÁÖ ½ÃÀåÁ¡À¯À²
³·Àº DÀÇ ½ÃÀåÁ¡À¯À²
Analysis
78.9%
21.1%
±¹³»¸ÆÁÖ
¼öÀÔ¸ÆÁÖ
44.3%
55.7%
ÇÏÀÌÆ®Áø·Î ¸ÆÁÖ
O.B ¸ÆÁÖ
8.1%
78.9% X 44.3% X 8.1% =
Dry Finish D
´Ù¸¥ ÇÏÀÌÆ®Áø·Î ¸ÆÁÖ
94.3%
2.8%
Ãâó : Çѱ¹ÁÖ·ù»ê¾÷Çùȸ, 2013.06
( ±âÁØ : Ãâ°í·® k§¤ )
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Analysis
STP
Concept
IMC Strategy
¸ÆÁÖ ¿ùº° Ãâ°í·®
¿©¸§¿¡ ÁýÁߵǴ ÆǸŷ®
Analysis
Ãâó : Çѱ¹ÁÖ·ù»ê¾÷Çùȸ, 2013.06
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Competitor 4P - Cass
Analysis
STP
Concept
IMC Strategy
Analysis
Product
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ÇÁ¸®¹Ì¾ö ½ÃÀå¿¡¼ÀÇ ¿¼¼-
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¼öµµ±Ç&Áö¹æ°£ ¸¶ÄÉÆà ÁýÁßµµ ºÐ»ê-
Ÿ°Ù½ÃÀåÀÇ Çù¼Ò¼º-
Ãâó : ÁÖ·ù»ê¾÷ºÐ¼® (2013industryoutlook-ÁÖ·ù), 2013 01 / ÇÑ°æ½Å¹® 2013 09 25.
S
W
O
T
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d ´Â ¸¶ÄÉÆÃÀ» ÅëÇØ Å« ¼ºÀåÀ» ÇÒ °¡´É¼ºÀÌ Å©´Ù
Dry finish ÀÇ °¡´É¼º
Àüü ¸ÆÁÖ ½ÃÀå¿¡¼ º¸¸é d´Â Á¡À¯À²ÀÌ ³·´Ù.
µå¶óÀÌ °ø¹ýÀÇ Å¸ Á¦Ç°ÀÌ ¾ø±â¿¡ ¼ºÀå°¡´É¼ºÀÌ ³ô´Ù.
Analysis
STP
Concept
IMC Strategy
Analysis
Ãâó : Çѱ¹ÁÖ·ù»ê¾÷Çùȸ, 2013.06
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Segmentation & Targeting
Analysis
STP
Concept
IMC Strategy
STP
[ 2 0 3 0 Generation ]
Æ佺Ƽ¹ú Á·
ÇϿ콺Èú¸µ Á·
½ºÆ÷Ã÷ ±¤
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±âÁ¸ dÀÇ Å¸°ÙÀº
2030À» Ç¥¹æÇßÀ¸³ª
2030Áß ÀϺκи¸À» Ÿ°ÙÀ¸·Î ÇÏ¿©
Á¡À¯À²Çâ»ó¿¡ ¹®Á¦°¡ ÀÖ¾ú´Ù.
´Ù¸¥ ´Ù¾çÇÑ 2030¿¡°Ôµµ
dÀÇ À̹ÌÁö¸¦ ¼Ò±¸ÇÏ¿©
dÀÇ ½ÃÀåÁ¡À¯À²À» ³ôÀδÙ.
Targeting
±âÁØ : ¸ÆÁÖ¸¦ ¸¶½Ã´Â 2030µéÀÇ ÇൿÀû Ư¼º
ÁýÁßÈ ¸¶ÄÉÆà Àü·«
Concentrated Marketing
Â÷º°È ¸¶ÄÉÆà Àü·«
Differentiated Marketing
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Positioning
STP
Trendy
Classic or Old-fashioned
Inexpensive
Expensive
Àú·ÅÇÑ °¡°Ý°ú ¼¼·ÃµÈ À̹ÌÁö·Î
2030´ë °ø·«
Analysis
STP
Concept
IMC