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Case Study

.


( )
, ,
,

Auntie
Annes International Summit 2004

Differentiate

(Differentiate)

50%


10%





170 50%

250-270

7
40 10

10-20
100

500 2549
Niche Mass

6



(Niche Market)


(Buzz)

50 70%
(Above the Line)
(Below the Line)

30 %

40



(CRM : Customer Relationship

Management)








11


50,000


30,000




80,000

(Training)

Auntie Annes

20%

25-54



18-25

2 1.


2. Auntie Annes Cafe


3 2

Auntie Annes



Auntie Annes

Low Carb

(Low

Carbohydrate)

Auntie Annes Low Carb

3
250 125
15%

25% 2546

11 85%

80%

89 125



725

13

85%


15%

25%

11