Marketing Communication Strategy2004.1.30

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Table of ContentsSTAGE I. As-Is ()

(, , ) Brand Portfolio

STAGE II. Key Findings

STAGE III . To-Be

STAGE IV. COMMUNICATION STRATEGY

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As-Is : ()03 4 9 8 . 1 6 3 , 73%, 27% .02~03 5% 0.6% , 23.5% .03 .02~03 16,63617,62223.5% 0.6% : : / ,12,745,12,8163,8914,806-4,0008,00012,00016,00020,00020022003 5%

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As-Is : () 02~03 -0.1% , 5% . , , , .0100020003000400050006000700020022003 02~03 : : 010,00020,00030,00040,00050,00060,00020022003 02~03 : : ,, 5 4 9 7 1 5 5 1 6 2 +5.1%-1.0%+5.5%-16.1%+17.6%+37.9%+9.5%

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As-Is : () 0.6% , 3.7% . M/S . / , Hybrid . 1 / 2 Big Market 88% 99% Power Brand .

0100200300400500600 (2003. 11 ): : / 02~03 6,7416,99020022003: / : 7,8368,2523.7% 0.6%

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As-Is : / , / . , / / Marketing Mission .

ESL54.654.9103.474.128.8, 74.039.729.552.333.2 ESL , 81.237.561.460.143.3 , :

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As-Is : Portfolio 65% . 30% , 15%, / 80% ./ 64.4% 78.8%: : 2003 (1~11), 31.2%

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$21,3170.0738437345

$22,6470.0298781365

$55,9720.0281234704

$49,9830.0659424601

$5,5010.007257457

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As-Is : 4 Milk Master GOD of the milk Milk Mania .Milk Master .GOD of the Milk G.O.D , .Milk Mania Renewal .Milk Mania , , M/S * . * M/S 3.8% / 5% (:)

. .................. 3.98 . .. 3.90 . .. 3.86

(5 ) Milk Mania:

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As-Is : ( ) , 20 10 .10 , 10 , / , .20 .

1 / : ACR , 2002: 04 1 , N=2000%10%20%30%40%: ?37.8%28.6%28.5%24.2%27%25%15%18%0%5%10%15%20%25%30%35%40%10203040 0%5%10%15%20%25%30%35%40%

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As-Is : ( ) . 10 71%, = , 20 . Q) ? = : 04 1, , N=200

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As-Is : ( )2,084,9241,634,9582,272,3172,359,852102030402,553,7781,922,7302,368,1321,980,28210203040 20 , . , .

10 1 6,756,0267,945,1648,280,1816,948,3596,756,0267,945,1648,280,1815,515,672: 10 10 40 140 , 1 5.3% 47 .

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As-Is : ( ) , Indoor Outdoor . ,, Indoor , .Outdoor , / , Outdoor Portion . Outdoor Soft Drink . Outdoor .OutdoorIndoor 98.1%1.9%, , : 2002 10 , 20~40 Outdoor Outdoor 82% : 04 1 , N=2009%48%34%8%2%

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As-Is : Well-Being .Well-Being , .Well-Being 2003 10 . () Well-Being 2004 10 . () , . 2003 . Welll-BeingWell-Being

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Table of ContentsSTAGE I. As-Is ()

STAGE II. Key Findings

. / . 20 .

STAGE III . To-Be

STAGE IV. COMMUNICATION STRATEGY

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. -0.1% , . . , , . 02~03 5% 0.6% , 23.5% .

0.6% 3.7% . M/S

, , .

// 3 , 80% , Brand Power / .As-Is

.

M/S , Volume .

M/S , M/S .

80% M/S , Brand Power .Key Findings

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/ . , . Portfolio 80% / . Soft Drink . , / / Marketing Mission .

65% . 30% , 15%, / 80% .

Outdoor , / , Outdoor Portion . Outdoor Soft Drink .

Key Findings

.

Portfolio / 80% / .

Outdoor ,/ Outdoor .

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20 ./ .Indoor , Outdoor Outdoor . , 20 10 .

.

= , .

, Indoor Outdoor . Indoor , Indoor .As-Is 20 20 .

, Soft Drink .

, .

Indoor , Outdoor , Marketing Communication .Key Findings

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Table of ContentsSTAGE I. As-Is ()

STAGE II. Key Findings

STAGE III . To-Be

Line-Up To-Be

STAGE IV. COMMUNICATION STRATEGY

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To-Be : , . Portion . , 70% . , / Trend . 4 9 81 6 3

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To-Be : / / . , , . , Trendy Hybrid .

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To-Be : Line-up No.1 , Brand . , / Line-up . . Line-up , . , .

Line-up

Brand Power

No.1 ,

2.521.852.314.063.743.87+++ : 04 1 , N=200

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To-Be : , Indoor // .Outdoor .Outdoor . //Zone . , .

[ , . 1 ,

Brand

// 20~30 Zone . Membership Card 20~30 . Zone

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To-Be , Trend Marketing Communication . Marketing Communication . . Loyalty .

To-Be

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Table of ContentsSTAGE I. As-Is ()

STAGE II. Key Findings

STAGE III . To-Be

STAGE IV. COMMUNICATION STRATEGY

Trend Communication Concept Brand Slogan Vehicle Strategy IMC Strategy

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Communication Strategy : , . 20 , , Outdoor . .

,

10 ,Outdoor, OutdoorIndoor20%30%40%10203040

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Communication Strategy : Trend Well-Being / Trend Trend . , Well-Being .Well-Being Re-positioning .Well-Being / Trend, , ? ?

Well-Being Trend

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Communication Strategy : Communication Concept Well-Being Trend

Well-Being Trend

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Communication Strategy : Communication ConceptNaturalWell-Being / Trend , Concept Natural. Natural

a. , , (, ) , ( ), ex). It is Quite Natural that one should Think So. ( .)

Natural

....4.12 ....4.05Well-Being .....3.74

(: 041 , N=200)

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Communication Strategy : Brand Slogan , . Milk Mania . , , Milk . , Milk() Slogan .

Natural Life, Natural Style.

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Communication Strategy : Vehicle Strategy/ 15% . , Life Style TV . TV Creative Spot , Multi-CM Multi-CM ./ Life Style . / Vehicle Creative .160 TV /Prime time , 6~8 Pulsing 307 ,, Creative Creative TV1234567891011120.82.410128 210: RD13 Creative /

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IMC Strategy : Natural .

Zone , 20~30 .

, POP .

/ PPL .

Outdoor Event .