목차
1.Powdered Milk industry in Korea
2.Analysis of Four Main
Powdered Milk Brands
3.Intensive Analysis and Comparison - NAMYANG vs
ILDONGFOODIS
4.Repositioning Strategy for ILDONGFOODIS
본문
Powdered milk market have had a steady consumption. Further
more, avoiding
breast-feeding phenomenon by current moms accelerates
powdered milk consumption.
"한명만 럭셔리하게" 유아용품 점점 고급화 (출처 : 시니어 뉴스
2012.02.18)
최근 출산과 육아비용이 치솟는 것은 여성 1명당 1.22명에 불과한 저(低)출산으로 자녀 수가 줄어들면서
나타나는 VIB(Very Important Baby매우 소중한 아이)신드롬과 관련이 깊다. 부유층은 물론 서민층까지 하나 있는 아이만큼은
소중하게 키우겠다는 심리가 확산되고 있고(중략)
Brand Performance
Containing premium
ingredients and their nutritious benefits
Use milk of goat raised in clean
region through 100% natural grazing
Innate functional ingredients of
mother’s milk found in goat milk
Fortified functional ingredients of mother’s
milk
Immune ingredients
Brain ingredient
Growth factors
Digestion
and absorption
Essential nutrients
Cooperation with DGC(Dairy Goat
Co-operative, Ltd)
Computerized Manufacturing System
Supervision of
NZFSA(New Zealand Food Safety Authority)
RMP(Risk Management Program)
ILDONG has selected as the best brand by women 11 consecutive
years
They got LOHAS certification
Protein contents of goat milk is
easily digested and absorbed
without very low concerns for allergy, lactose
Chinese consumer are more likely to buy import powdered milk
because
of product reliability
Competitive advantage ILDONG than other import
brands
Korean and Chinese has similar physical characteristics
cause
they are oriental
2. Korean and Chinese has similar eating habit,
it’s
important to select nutritional ingredients
3. Chinese are unwilling to buy
Japanese food after nuclear accident
1. It is hard to find powdered
milk advertising from ILDONG
-> low brand awareness
2. Consumers
cannot buy their product in common supermarket
-> Limited channel
distribution
3. Available a few online store, specialty stores sells
Korean product
-> Selective channel distribution
Choose
adequate vendor to supply their product
Conclude franchise agreements with
franchisee
Use opinion leader
Use home shopping vendor
PPR advertising
본문내용
owdered Milk Brands
INDEX
Brand Management
Repositionig Strategy for Il-Dong Foodis
Powdered Milk industry in
Korea
1
2
Intensive Analysis and Comparison - NAMYANG vs
ILDONGFOODIS
3
Repositioning Strategy for ILDONGFOODIS
4
PAGE:3
1
Powdered Milk industry in Korea
All-Round Industry
Environment Analysis
Changes in Powdered Market
Premium Powdered Milk
Market
PAGE:4
1 Powdered Milk industry i |
