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Coldstone Marketing
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Contents
Coldstone: About us
Brand name
Brand story
History
2. Background
Survey
Positioning Map
3. STP analysis
4. 4P analysis
5. Solution
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Coldstone : About us
Brand name
Coldstone Creamery
Coldstone
Â÷°¡¿î È°¾Ï µ¹ÆÇ
Creamery
½Å¼±ÇÑ ¿ìÀ¯°¡ »ý»êµÇ´Â ³«³óÀå
Â÷°¡¿î µ¹ÆÇ À§¿¡¼ ½Å¼±ÇÑ ³ª¸¸ÀÇ ¾ÆÀ̽ºÅ©¸²À» ¸¸µéÀÚ!
ICE CREAM = CREATION!
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Coldstone : About us
Brand name
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Coldstone : About us
Brand story
⸳ÀÚ µµ³Îµå¿Í ¼öÀÜ ¼´ú·£µå ºÎºÎ
1988³â ¾Æ¸®Á¶³ª ÅÛÆäÀÌ
Àç¹Õ°í »õ·Î¿î ¾ÆÀ̽ºÅ©¸²À» ¸¸µéÀÚ
1995³â ´öµà½ÃÀÇ ¿µÀÔ ÀÌÈÄ »õ·Î¿î ¾ÆÀ̽ºÅ©¸² ÄÁ¼Á ¼º°ø
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Coldstone : About us
Brand history in Korea
? 2005 12¿ù Ú¸ Äݵ彺Åæ Å©¸®¸Ó¸®¿Í °è¾à ü°á
2006 7¿ù 15ÀÏ¡¦(»ý·«)
1) Descriptive analysis
1.120
2.79
3.18
4.632
5.825
86.564
97.040
98.624
|
Cumulative %
1
4.632
30.879
30.879
2
2.739
18.262
49.141
3
1.261
8.407
57.548
4
.908
6.056
63.604
5
.874
5.825
69.429
6
.777
5.182
74.612
7
.663
4.422
79.033
8
.593
3.955
82.988
9
.536
3.577
86.564
10
.512
3.412
89.976
11
.423
2.819
92.796
12
.371
2.471
95.267
13
.266
1.773
97.040
14
.238
1.584
98.624
15
.206
1.376
100.000
Extraction Method: Principal Component Analysis
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Background
survey factor analysis
4) Rotated Component Matrix(a)
Component
1
2
3
°í±Þ½º·¯¿ò
.830
-.039
.013
ÁÁÀº Àç·á
.689
.043
.025
¼¼·ÃµÈ ÀÎÅ׸®¾î
.671
.333
.266
¾ç ´ëºñ °¡°Ý
.635
-.157
-.370
¸À ´ëºñ °¡°Ý
.562
-.181
-.248
¹æ¹® ¿ëÀ̼º
-.126
.856
.126
ºÐÀ§±â È°¹ß
.xxx
.773
.002
À̹ÌÁö Ä£¼÷
.200
.757
.033
¸ÀÀÇ ´Ù¾ç¼º
.288
.709
-.151
Á¦Ç°ÀÇ Á¾·ù
-.165
.553
.136
´ÞÄÞÇÔ
.355
.538
-.441
Å×À̺í°ú ÀÇÀÚ
.234
.049
.811
3 factors
Premium
Friendliness
Facility
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Background
survey
Prefer