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[Stp]드림카카오 20071800 정명철
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[Stp]드림카카오
1.
꿈의 초콜릿 드림
카카오
2.
제품 선정
동기 Segmentation +Targeting Positioning Positioning + 경쟁사 마케팅 사례
3.
다이어트 열풍 웰빙 시대 다크초콜릿 수요 발생 초콜릿 시장의
변화!!!
4.
40대 이후 ▶ 건강에
관심이 많음 ▶ 단것을 좋아함 10대 ▶ 가격과 양에 민감함 ▶ 혼합 초콜릿을 선호 ▶ 친구들과의 사교를 중시 연령 라이프 스타일 30대 ▶ 가격보다 품질에 민감함 ▶ 다기능 제품 선호 ▶ 자기관리와 자기과시의 욕구가 강함 20대 ▶ 비교적 가격에 덜 민감함 ▶ 부드러운 생초콜릿 선호 ▶ 트렌드에 큰 영향을 받음
5.
제품 속성 웰빙 초콜릿 제품 이미지 프리미엄 초콜릿 제품
이미지 꿈의 초콜릿 트렌드에 부합하는 고급 초콜릿 의 이미지
6.
고가격 카카오 고함유 카카오 저함유 길리앙 도브 (40) 허쉬
키세스 투유 (오리온) 가나 (28) 젠느 (해태) 미니쉘 (크라운) 화이트엔젤 블랙로즈(다크) ISIS (70) Dars 모리가나 (53) 고디바 (72) 메이지 (99) 드림카카오 56% 드림카카오 72%
7.
판매 롯데 계열
유통망 적극 활용 롯데마트 세븐일레븐 롯데 백화점 지하철 자판기 마케팅 저관여 제품의 고관여 제품화 숫자 마케팅 테스트 마케팅 효능효과 마케팅 다양한 루트 이용 지하철 스크린도어 싸이월드 타운
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