[Customer Behavior]

Hey,

 
Do

  you

  wanna

 
go

  out

  for

  a

  drink

4season

  ?

Team 2
Jaedoo Kim
Dohee Kim
Saebom Oh
Dongho Lim
Chanul Lee
Chunnam Mo

Consumer Behavior

INDEX
Makgeolli market
- Product characteristics
- Competitor 1
- Competitor 2
- Competitor 3
- Overall comparison

Consumer analysis
- Current consumer
- Segmentation & Target consumer
- Persona analysis
- Our research result

Marketing Strategy
- Product Strategy
- TV advertisement
- Paper advertisement
- Online Promotion
- Offline Promotion

Mag-ggeol-li? Rice unrefined wine

Made from rice of wheat mixed with nuruk()

It contains a lot of vitamin C, Lactate, Essential amino acids

Consumer Behavior Team2

Competitive Analysis

Kuksoondang

  focus

  of

  premium

  Makgeolli

premium

basic

Competitor built variety of line-ups but not big difference in tastes

Consumer Behavior Team2

Competitor1. Seoul Takju

Marketing < Distribution network

7 brewery in metropolitan areas. It has shown high market share in the national
distribution network seized (80% in metropolitan area, 50% in nationwide)

Low alchole makgeolli for women Ee:FF, premium hongsam

makgeolli, hongsam jangaoo makgeolli launching

Consumer Behavior Team2

Competitor2. Kooksoondang

Young image building

Contract top class model in marketing, university student supporters (Ideas built for
breaking an existing image)

Low market share and scale of business in spite of active marketing

strategy compared to competitor

Consumer Behavior Team2

Competitor3. Regional Mackguli

at the market donimated major companies, regional mag-ggeol-li

(small and medium industry) is striving for contacting consumer directly
besides marketing effort
ex) il-san mag-ggeol-li festival, marketing connected regional festival)

Consumer Behavior Team2

Overall Comparison

1.
Marketing < Distribution channel
( Retain brewery distribution channel rather than marketing)
2.
TV advertisement for breaking existing image,
use univ student marketing
3.
Makgeolli link with specialties,
effort to meet consumers rather than marketing
Common Point

Main Product : Basic tastes

Main Target : 40 60s, the middle aged
No special promotion

Consumer Behavior Team2

Consumer Analysis

Liquor

  Expenditures

Monthly

  Drinking

  ratio
100

11267

12000

75.3

77.1

8356

9000

60

6359

57.7

6000

40.8

60.7

45.1

Men
Total

Women

3000
20

2009

2003

2009

2014

* Statistics Korea

"

2014

Increasing

  potential

  demand,

 

 

* Ministry of Health & Welfare

"
especially

  from

  women

Consumer Behavior Team2

Consumer Analysis

3
Low alcohol

A variety of
3
Flavors

3
Looking
Good

Milder soju selling hot !

Posted : 2015-05-24
Written By. The Korea Times
A citron-flavored soju with lower alcohol content is taking the Korean liquor
market by storm, selling more than 1.5 million bottles in only a month after its
debut in March.
The new soju has an alcohol content of 14 percent, about 3 percentage points
lower than other soju brands, and its typical "bitter" taste has been diluted with
citron extracts.
"The product has an especially strong appeal to women who love to drink
cocktail-style, light alcoholic beverages," the spokesman said.

Experts say Soonhari Chum Churum's success reflects the rising

popularity of low-alcohol drinks.
Many makers of whisky and other liquors recently introduced lowalcohol products to follow the trend.

Consumer Behavior Team2

Consumer Analysis

Middle age

Old age

Pure flavor
lovers!

Child
hood

Main Target

Sub Target

20-30s
Women

People
who want
a weak drink

Men

20s : Trendsetter
Familiar with SNS
Prefer new experience

Women : Spending pattern affected by emotional value

Consumer Behavior Team2

Consumer Analysis

Appearance

Love
20-30s
Women
interest

Experience

Consumer Behavior Team2

Consumer Analysis

: Persona Analysis

20s University student OOO

Cognition
Low
Involvement
Hierarchy

Behavior
Affect

Consumer Behavior Team2

Consumer Analysis

: Our Research Result

Is

  it

  DELICIOUS?

Taste:
72.5%

Blueberry 5.4%

Honey:
47.5%

Green graph:
7.4%
citron: 9.3%

Honey

Green
Grape

Blue
Berry

Citron

Does

  it

 

Have

  a

  hangover?

Consumer Behavior Team2

Consumer Analysis

: Our Research Result

I will purchase
4season : 72.5%

I will purchase 4season

72.5%
I prefer flavored makgeolli:
72.1%

Even though people who dislike flavored

makgeolli, 56% of them have will to purchase
4season

Consumer Behavior Team2

Consumer Analysis

TV CF:
9.3%

: Our Research Result

Friends: 56.9%

Blogs, SNS:
11.3%

When people select which makgolli to drink,

56.9% of 20s affected by friends.
So, we can hire opinion leaders - people
who are able to influence others' attitudes
and behaviors and then using WOM
strategy
Also, influence of WOM is really powerful
because of SNS.
By using SNS and Blogs, we can do viral
marketing.

Eat with particular foods

Mostly with friends
Fruit Makgeolli was good !

Consumer Behavior Team2

Problems

Whats Bad?

Change to

How?

Perception

Old image

Young image

Marketing

Product
Characteristic

Bad Hangover

Light

New Product

Delicious
tastes

Consumer Behavior Team2

Product Concept

Consumer Behavior Team2

Product Strategy
Most popular 4 flavors represent 4 seasons.
Young and trendy package design made with traditional ceramic

Consumer Behavior Team2

Product Strategy
Most popular 4 flavors represent 4 seasons.
Young and trendy package design made with traditional ceramic
<perception>
Sensory Marketing:
Companies pay extra attention
to the impact of sensation on consumers' product experience
Sight,
Taste,
Sounds

Consumer Behavior Team2

Product Strategy
Most popular 4 flavors represent 4 seasons.
Each flavors of 4 seasons are the best quality in the season that product represents.
These seasons also mean phase of love.

Honey: Spring
Begining Stage of Love

Green Grape: Summer

Passionate Stage of Love

Blue berry: Fall

Break-up of Love

Citron: Winter
Resting Period of Love

Consumer Behavior Team2

Marketing Strategy

:TVCF Series1. Spring

All TVCF series have longer version for online promotion

Spring: Begining of the love

Story about first kiss.
In spring, boy and girl met and
fell in love.

<Learning and memory>

Stimulus generalization:
Tendency for stimuli similiar to a conditioned
stimulus to evoke similar, unconditioned
response

Consumer Behavior Team2

Marketing Strategy

:TVCF Series2. Summer

All TVCF series have longer version for online promotion

Summer: Passionate Love

Story about summer vacation.
They have passionate love.
Their love is vital and fresh like
green grape.

<Learning and memory>

Stimulus generalization:
Tendency for stimuli similiar to a conditioned
stimulus to evoke similar, unconditioned
response

Consumer Behavior Team2

Marketing Strategy

:TVCF Series3. Fall

All TVCF series have longer version for online promotion

Fall: Break-up
Story about break-up situation.
They don't love each other any more.
What has estranged them from each other?

<Learning and memory>

Stimulus generalization:
Tendency for stimuli similiar to a conditioned
stimulus to evoke similar, unconditioned
response

Consumer Behavior Team2

Marketing Strategy

:TVCF Series4. Winter

All TVCF series have longer version for online promotion

Winter: Resting Period of Love

Although she doesn't have boyfriend,
she isn't sad anymore. Instead of
boyfriend, she has many girl friends.
She is waiting for new love with
4 seasons.

<Learning and memory>

Stimulus generalization:
Tendency for stimuli similiar to a conditioned
stimulus to evoke similar, unconditioned
response

Consumer Behavior Team2

Marketing Strategy

Online promotion1. Website

On website, consumer can take psychological test about their love.
The results of the test can be easily shared on various SNS channel such as
facebook, twitter, kakao story.

Consumer Behavior Team2

Marketing Strategy

Online promotion1. Website

Through the facebook page, consumer can write thier love situaiton
related to 4 seasons commercial. Their story can draw the sympathy and
be shared by many people.

Consumer Behavior Team2

Marketing Strategy

Offline Promotion: Sampling Event

Through sampling event, consumer can experience our product.
And this event can reinforce the relation between love and 4 seasons

Consumer Behavior Team2

Marketing Strategy

Offline Promotion: One-more Drink

Through sampling event, consumer can get one-more drink by chance.
<Variable-ratio>
You get reinforced after a certain number of reponses, but you don't know
many responses are required. So you tend to respond at very high and steady rates.
This behavior is difficult to extinguish.

Consumer Behavior Team2

Sorrow

  can

  be

  alleviated

  by

  good

  sleep,

  bath

  and

  a

  glass

  of

  Makgeolli

-Thomas

  Aquinas

Thank
you