Positioning Analysis for Branding in Hanwoo
2013
Kim, Y.H., Rural Development Administraion, Suwon, Republic of Korea. | Lee, N.R., Rural Development Administraion, Suwon, Republic of Korea. | Rhee, S.Y., Rural Development Administraion, Suwon, Republic of Korea. | Hwang, S.W., Hohyun Food and Consulting,Suwon, Republic of Korea.
This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customers heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumers positioning map was analyzed based on perceiving data which are products functional, emotional, and self-expressive benefits about consumers feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand’s positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoos target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer’s awareness about safety and reliability.
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