2. IMC 3. Market SituationNew Concepte Co ceptCommunication C i
ti 4. 2007 1 7500 , 5% , , , , 36,94035,40034,64134,43033,80033,360
32,110 2000 2001 2002 2003 2004 2005 200629,100 , 24,600 990001 02
03 0405 0607 2007 5. 06~07 4502004 100 2005 44.1% 44 1%
55.9%200620052006 , 2006 10% 2002 2006 , , , , , 2% 2001 2030 6.
4.73% , : 2,500()50% . . 1,6002006 3 17 1,100914 .20052006 2007Red
OceanNeedsMarketM kt 7. 16.8% 2030 !! 13.9%14.4% : 20~30 .F , . M10
20 30 40 50 - KOBACO 2006 MCR !!: / . 43.5 43 5 22.919.7 16.8-
KOBACO 2006 MCR 8. - 17 180ml 175ml 240ml 240ml 240ml 370ml NB/
340ml /1.5L 310ml /1.5L 340/500ml 1/1.5/2L , , , , , , (99.9%), , ,
, , , (, (, , , , ), L-. C ), C, , , , , 9. - 17 TV-CF : 20 TV-CF :
20 : , : : , UCC V What is in herBag? S ! V TV-CF : TV-CF : , : V-
UCC , : , : - 10. - : ,( , , ) : 180ml , 340ml,500ml , 1L, 1.5L , .
Concept , & 3(,,) Keyword TV-CF : 20 Co promotion
Co-promotionCommuni :[ // ] -cation , 11. - ()CF . .. - 4 (24) -
(29)() < TV-CM>. . .< TV-CM> - (32)- 3 (27) 12. -
Relation 13. Problem P iti i MP blPositioning MapControllable
Benefit Short-term Long-term Threaten Threaten 17; Uncontrollable
Mission 14. Market SituationNew Concepte Co ceptCommunication C i
ti 15. Mission- Benefit ! . - (David Ogilvy)- 16. Mission- Benefit
! - Brand Essence Benefits Functional BenefitEmotional Benefit ?, ,
, , With food 17. Mission- Benefit ! BBenefit fitFunctional Benefit
Emotional Benefit - - - - !! , 18. Mission- Benefit ! . . , . - 2 -
4 ( ) `` 10 30~40 80 . `` . 10 , 30~40 . [ [ 2007. 11. 7] ] 19.
Mission- Benefit ! Emotional Brand Proposition !! 20. . 21. Market
SituationNew Concepte Co ceptCommunication C i ti 22. (1)( )Product
Renewal () : , .30 / 4,000 : . . 180ml / 800 23. (2) ( )Event : . :
: (//)(), (), ()(), (/) 24. (2) ( )Event : , , : : 25. (3) ( )Event
: . (, ) : 20~30 , : 26. (4) ( )On-line : , : 27. (5) ( )AD- AD-cf
70 Don Mclean. Vincent Na) , ~ 28. (6) ( )AD- AD-cf ( ) ABBA
Dancing Queen ( ) Na) ~ 29. (7) ( )AD- AD-cf ( ) 10 () ( ) Na) ~
30. QnAQA
