5

, , ,

1





5



- ,

- , -, (.)
. (ASP) . (SCBS),
-





(Pepsi) (Coke)

Gimmick Music Marketing Sports Marketing

112
?
2-3

5
7.8% 2.4%

48

(Market Capitalization)

98.4

97.9
Coke Pepsi 2-3
(carbonated drink)


( )


3-4

4-5
1 3


2538 2545

37%
63%
In&Out











Coca Cola

()

In&Out

(In)

(out)
,
,
, ,


In&Out

- ()

-








2545




, ,,

,
, , ,



Free Rider Strategy Ambush Marketing

18

 2002



2002

- 2002












, ,
Pepsifest 2006

900

- ()

10% 3

4 2547

24%

23% 1 2548
4

42% 400,000

2 20%

(S-H-I-P) (Speed)
HIP

Integration Partnership

180

30


(Delivery)



2549

.. RTD Card
..

Blue Ocean

Above the line Below the line












GFK






- ()

...!!! 8

1
90% 60
2548

44%

46% 25%

19% 44%



46%


1 2540 60%


70% 2545

1 2 .
5

2547

10,764,000 2546 9,774,000 2547
68.2% 2546
60.4% 2547 55%
8.2
2548

2549

47.1% 46.8% 9.2

 , , , , 70

2549
49%

5 2

330 . 20 455
(24 )
330 . 20 330 ..
455 (24 )

1 30 1,175

Sexy Leo Girl

7 Sexy Leo Girls

Premiumization

(Chang Light)

4.2%

2006

80




10-20%

4


70%
.
1
(.)

!!!

() 1 2549 . (ASP)
2 . (SCBS)
() (SCB)

. (KEST)


KIM ENG
HOLDINGS
1 7.35%

.
3
129,645.04


. IPO
ASP





ASP .

SHIN


7.3

. .

1


.
.
(IB)


(Merger & Acquisition : M&A) ASP

. (OISHI)

275

(ASIAN)

. (GSTEEL)

1 .


..
.

1

.


2




( )

Universal Bank

.






.

5

IPO

.


.

KIM ENG HOLDINGS

1

- 2548
10,819.5

6% 42.7%

63,000
4



2
- 2548

4,082.4 2% 15.6%

50,000 30,000
1





2549

2549

16,000

12

!!!...

3 4

Document Source: [27-4-2006]