[영문판]맥심커피 마케팅전략 및 인도진출전략,동서식품인도진출전략,인도마케팅전략,커피믹스시장

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[영문판]맥심커피 마케팅전략 및 인도진출전략,동서식품인도진출전략,인도마케팅전략,커피믹스시장

목차

About Maxim
-Company introduction
-Brand scope

India Market Analysis
-General information
-Culture
-Economy
-Political/legal
-The chart

Indian Coffee Market Analysis
-History
-size of coffee market
-estimation of volumes
-Competitors

Segmentation , Targeting, positioning

4 P’s
-Product strategy
-Price
-Place
-Promotion

SWOT Analysis

Value Chain

본문내용

1986.12 Export to the U.S
1994. 9 Launched Maxim Columbia, Brazil, and Kilimanjaro
1998. 2 Export to Europe
1999. 3 Awarded for No. 1 Brand in Coffee (한국능률협회)
1999. 9 Awarded for Best Satisfying Brand (소비문화대전)
2001. 3 Korea Power Brand No.1
2003. 7 Awarded for Best Brand by Women customers
2007.12 Arabica 100 received Marketing award
1.1 About Maxim
Launched in 1980, DongSuh Food. Inc.’s main brand
No. 1 Brand in Korean coffee market
Introduced F/D (Frozen Dry) type instant coffee to Korean coffee market
Company Introduction

INSTANT COFEE
F/D Type instant coffee which upgraded the taste and aroma
READY TO DRINK
100% Arabica Beans extracted in espresso type
ROASTED & GROUND
New standard for Korea’s premium coffee beans

Brand Scope
1.2 Maxim Brand Scope

Population: Over 1.2 billion
Location: Southern part of Asia
Neighbors: Pakistan, China, Nepal, Bangladesh, Burma
2.1 Indian Market Analysis: General Info

2.2 Cultural analysis

INDIVIDUAL & FAMILY
Indian Society: Collectivist society
Core Value: Connectedness & social interdependence
Family plays vital role : the most dominant concern for most Indians
SOCIETY THROUGH CONFORMITY

참고 자료

http://eria.org/research/images/pdf/PDF%20No.2/No.2-part2-4.India.pdf
http://www.marketreports.com/sample/netscribes/coffee_market_in_india_2011-sample.pdf
http://www.iimahd.ernet.in/publications/data/2006-10-02_sdeodhar.pdf
http://www.indiacoffee.org/userfiles/pdfrfp2710.pdf
http://www.google.co.kr/url?sa=t&rct=j&q=instant%20coffee%20market%20in%20india&source=web&cd=14&ved=0CEkQFjADOAo&url=http%3A%2F%2Fwww.tradeindia.com%2Fmanufacturers%2Findianmanufacturers%2Finstant-coffee.html&ei=7cLOTraNAsnRmAWaouGyDQ&usg=AFQjCNEh8Jb__cg7lXRvrP4cuhbRDcG63g
http://www.google.co.kr/url?sa=t&rct=j&q=instant%20coffee%20market%20in%20india&source=web&cd=27&ved=0CFsQFjAGOBQ&url=http%3A%2F%2Fwww.mouthshut.com%2Fproduct-reviews%2FBru_Instant_Coffee-reviews-925007973&ei=-8LOTvPbHMmfmQW_keWrDQ&usg=AFQjCNH7vw9RZEbRUrSDMyy4ssHIiXFLmg
http://www.google.co.kr/url?sa=t&rct=j&q=instant%20coffee%20market%20in%20india&source=web&cd=40&ved=0CHgQFjAJOB4&url=http%3A%2F%2Fbusiness.mapsofindia.com%2Ftop-brands-india%2Ftop-coffee-brands-in-india.html&ei=CcPOTtu1CKHumAXypcSzDQ&usg=AFQjCNHrgFOVHKuUwJ852Pt8z-isHqrncA
http://business.mapsofindia.com/top-brands-india/top-coffee-brands-in-india.html