맥주광고분석(영문)

소개

맥주광고분석자료로 맥스와 하이트 카스 세 브랜드를 자세히 조사 비교 분석하였습니다. 또한 영문 자료로서 직접 몇 번 검토해 작성했습니다. 문법이나 그런쪽에선 틀린게 없을 겁니다.

목차

1. Market Share War Between Cass, Hite, Max
2. The Marketing Direction of HITE, CASS, and MAX
3. TV Advertisement of Each Brand
4. Conclusion

본문내용

Through this incident, marketing for each brand became much more intense in order to appeal its strong points to the consumers.
2. The Marketing Direction of HITE, CASS, and MAX
“COOL Beer” VS“Dry Beer” VS ”Rich-tasting Beer”
1) First Place in Domestic Market Share Hite. Threw away its image of clean beer and replaced it with Cool Beer
Hite, who used clean water from under the ground and had a record of number one in the beer market for decades, threw away its image of clean beer and tried to change it into a beer that was cool. Through its decision, it continues to use market strategy by affiliating with food service franchises. But due to the fact that Hite had been in first place for so long, failed to make its own image because of negligence in advertisement strategy.
2) Young Beer - CASS
According to the report from the National Beer Association, Cass showed an increaset share in 2005 was 20% (34.17million boxes) and at 2011 became 43% (70.31million boxes). Cass implanted an image of young people’s beer through the dry-tasting beer and became popular among the younger age group.
3) Deep, rich tasting beer through 100% Barley
Majority of all domestic beer is made with a mix of corn. But Max is an all malt beer that is made only with Barley, hops, and water which gave a taste that could not be tasted previously. Although it is in third place in the beer market, the sales volume is continually increasing. Even in the advertisement, it shows its confidence by adding a line, “Do you know the taste of beer?”
3. TV Advertisement of Each Brand

참고자료

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