소비자행동론_미스터피자

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Mr.PizzaLove for womenAbout Mr. PizzaPizza Star for three consecutive years in 2011 part of the brand !!!Love for womenAbout Mr. PizzaLove for womenRecognizing a ProblemLove for women

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Love for women
Segmentation
1) Possibility of Measurement Surveyed?consumer`s?taste?and?desire.?The?survey?helped?find?What?product?consumers?want?
2) Marketability
Increased?the?number?of?stores?steadily.?Sales?went?up?from?18%?to?33%.
3) Accessibility Segmented?the?market?into?women?and?men?then?focused?on?women. Accessibility?to?Mr.?Pizza?through?mass?media?eg)?The?ladies`?magazine, TV?commercials?

Love for women

Targeting
Love for women
positioning
Women`s week
On 1-7 of each month women`s week has been conducted that offer 2000 women free performances and 1000 women free books. By conducting this events, Mr pizza`s slogan `Love for women` is known to customers. In other word, with customer oriented positioning named `pizza for women`, Mr pizza is ranked number one in pizza business

참고 자료

www.mrpizza.co.kr (미스터피자)
www.mt.co.kr (머니 투데이)
http://news.mk.co.kr (매일경제)
www.brandcareer.com (브랜드커리어닷컴)
www.thinkfood.co.kr (식품음료신문)
www.hankyung.com (한국 경제 닷컴)
http://economysegye.segye.com (이코노미 세계)
마케팅 관리적 접근 제3판 - 안광호, 학현사, 2009
마케팅 차갑게 기획하고 뜨겁게 실행하라 - SERI마사모포럼, 랜덤하우스, 2006
마케팅 천재를 만드는 작은 책 - 김훈철, 다산북스, 2006
여성 마케팅 (성공과 실패에서 배우는) - 김미경, 위즈덤하우스, 2005
한국형 외식 프랜차이즈 업체의 성공요인 분석 - 박노홍,
고려대 경영대학원, 2003