마늘 市場細分化와 포지셔닝 硏究

Abstract

The purpose of this paper is to set up marketing strategies through market segmentation and positioning according to each garlic brand name, focusing on adapting to market openness and meeting diversified consumer needs. In order to achieve these objectives, we carried out a research on purchasing behaviors, purchase attributes and assessments on brand images and products. According to the result, among 4 classified groups, there are some statistical differences in garlic purchase attributes like price, functionality, name brand, brand image, country of origin and production region. And, it's showed that when purchasing garlic, the respondents put more importance into brand images such as 'reliable', 'fresh', ''clean' and 'healthful'. To determine target markets for each garlic brand, we classified the garlic market into 4 groups like 'moderate market', 'economical market', 'frugal market', and 'high-end market' and measured a similarity distance from Ui-seong garlic with the highest brand image. Based on this result, we chose Ui-seong garlic, Nam-hae garlic and Dan-yang garlic for high-end market and Ui-ryeung Duk-sil garlic for economical market. In addition, we performed a management evaluation through self-management checkup table of each brand for positioning garlic brands. According to the result, the average point of Ui-seong garlic was 4.5 points, which was relatively high. However, the scores in setting up a target market and brand marketing activities were 3.8 and 3.9 respectively, which was relatively low. And the score in customer management got a higher score, 5.8 points. Therefore, we can elicit, from this result, some implications that it's required to make a close on-line and off-line connection and to give more attention to brands, related training and positioning strategies as well as to understand the selection of target market. Based on the results of the consumer research and management evaluation, we can largely classify marketing strategies for each garlic brand into two groups. First of all, we should intensify brand marketing activities and management functions. To do this, there are several measures; bringing professional managers for building brand systems, putting more attention into brand-related education so as to make internal staffs to focus on brand and making strong brand promotional activities for Ui-ryeung Duk-sil garlic through on-line and off-line vehicles. On top of that, we need to promote each brand widely through on-line activities, such as blog, cafe and SNS, and participation in various events local governments host. Next, we need to introduce sale strategies which are suitable for each target market. Considering a long-term garlic processing, it's necessary to sort garlic to 300g unit. In addition, sales unit of garlic needs to be combined with unit of one hundred and net unit. Also, it's vital to make offensive strategies targeting big box retailers.