2%부족할때 vs 니어워터

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2%부족할때 vs 니어워터 분석

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선정동기·····························································································3page
Ⅰ<서론>····························································································3page
1.미과즙 음료 시장의 분석········································································3page
1)제품의 특성······················································································4page
2)미과즙 음료의 소비대상 분석 ·······························································4page
3)미과즙 음료의 한계 ···········································································4page
4)미과즙음료시장의 NICH마케팅·······························································4page
3. 2% 부족할 때」와「니어워터O2」소비자성향 분석········································6page
1) FCB관여도에 따른 소비자 행동·····························································6page
2) 제품별 회상 호감 도에 관한 결과 ·························································8page
Ⅱ<본론>
-2%부족할 때-
1. 롯데칠성 - 『2% 부족할 때』································································9page
1) 롯데칠성음료의 기업소개···································································9page
2) 롯데칠성 사명과 목표·······································································9page
3) 사훈····························································································9page
2. 전략 실행·······················································································10page
3. 장기 경영전략의 수립·········································································10page
4. 2%의 시장분석·················································································10page
1)시장 세분화 (Segmentation)·······························································10page
2) Targeting····················································································11page
3) 표적 시장 선정··············································································11page
5.내부환경분석·····················································································12page
1) 성공요인······················································································12page
6. 마케팅 전략····················································································13page
1) SWOT분석··················································································14page
2) 4P분석························································································15page
① Product (제품)···········································································15page
② Price (가격)··············································································16page
③ Place (유통)··············································································17page
④ Promotion (촉진)········································································18page
-남양유업 니어워터 O2-
1. 회사소개······················································································23page
1) 연혁························································································23page
2) 기업이념···················································································23page
3) 사훈························································································23page
2. 마케팅 방식····················································································24page
1)니어워터························································································24page
3.STP전략·························································································24page
1) 시장 세분화 (Segmentation)·······························································25page
2) Targeting·····················································································25page
3) 표적 시장 선정···············································································25page
4. SWOT분석·····················································································26page
5.4P분석···························································································26page
① Product (제품)················································································27page
② Price (가격)··············································································28page
③ Place (유통)·············································································28page
④ Promotion (촉진)········································································28page
Ⅲ<결론> ·························································································29page
1. 실패요인························································································29page
1) 내부적 실패요인···········································································29page
2) 외부적 실패요인···········································································29page
2.남양유업의 마케팅제안·········································································30page
1)마케팅 목표 재수립···········································································30page
2) 마케터에의 시사점···········································································30page
3. 향후 전략·······················································································31page
1)결말··························································································32page

본문내용

Ⅰ서론
1.미과즙 음료 시장의 분석
우리가 본 과제에서 다루려 하는「2% 부족할 때」와「니어워터 O2」가 출시된 1999년 이후의 음료시장은 99년의 경우 2조4300억 원 정도의 규모였다. 2000년의 경우 2조 8,000억 원으로 99년에 비해 18%정도 증가하였다. 전체 음료시장은 해마다 꾸준히 5%내외의 성장세를 보이고 있는 실정이다.
국내 음료시장에서 탄산음료는 40%정도를 차지하고 있다. 99년 4월 최초의 미과즙 음료인 「니어워터 O2」가 출시되었을 때, 국내 탄산음료 시장은 1조원 내외의 규모를 보이고 있었다. 그러나 다양한 요인들로 인해 그 매출이 영향을 받게 되면서, 점차 시장규모가 감소하는 경향을 보이고 있다. 주스 시장은 2000년에 99년에 비해 20%이상 성장한 7,200억 원 규모를 기록하고 있다. 이런 성장세는 2001년에도 지속되어 14%정도 성장해 8000억 원대에 이르게 되었다. 이것은 현대인의 건강 선호 현상이 갈수록 확대되고 있어서 고품질, 고과즙쥬스의 성장세가 영향을 미치고 있는 것이라 분석된다.
캔 커피 시장의 경우 지속적으로 성장해 2000억 원대 중반의 시장규모를 나타내고 있다.
2000년 당시 전체 음료시장 규모와 특징을 살펴보면 탄산음료는 37%, 주스 27%, 두유 4%, 저 과즙 5% 은 차지하고 있다.



Ⅲ결론
1. 남양유업의 실패요인
1) 내부적 실패요인
우리나라에서 미과즙음료라는 시장을 처음으로 개척한 남양유업측은 기존에 유아용제품을중심으로 마케팅과 판매를 하였기 때문에 음료시장에 대한 자료가 미비하여 진출시장에 대 한 확실한 시장성을 예측하지 못함
기존 음료시장에 미과즙 음료라는 새로운 제품을 가지고 나왔기 때문에 그만큼 점유율을 차지하기는 쉽겠지만 기존의 시장분석에 대한 자료가 없었다. 이는 강점이 될 수도 있고 약점이 될 수도 있는 위험을 가지고 있다. 남양유업의 ‘니어워터’는 이러한 위험을 가지고 시장에 들어섰다.
따라서 정확한 시장 분석의 어려움이 있었기에, 후발제품인 2%에게 처음 시장에 진출한 제품의 강점이 있음에도 불구하고 출시 3개월 만에 점유율 선두자리를 내주었으며, 이러한 점유율은 2002년 현재에도 이어지고 있다. ‘2% 부족할 때’는 미과즙음표시장의 90%정도를 차지하고 선두를 유지하고 있다.
이러한 상황은 시장에 대한 광고, 홍보투자에 대한 망설임으로 이어졌고 후발제품인2% 부족할 때는 음료시장에 대한 강력한 노하우를 가지고 있는 롯데칠성의 전폭적인 지원을 받고 비록

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