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Examples of the marketing strategies of food manufacturers in Korea
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1
contents
Paris Baguette
02
03
Ottogi
04
Maxim
01
Orion
05
Nongshim
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Paris Baguette’s marketing strategy
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The leading company of bakery market (단위:천원) (단위: 천원)
브랜드명
매출액
영업이익
가맹점평균매출
가맹점 및 직영점 수
신규 개점 수
폐점 매점 수
파리바게트
1,001,578,058
37,994,936
632,103
2,256개
482개
55개
뚜레쥬르
648,966,967
9,414,554
467,459
1,294개
298개
35개
크라운
71,767,997
(900,549)
94,717
408개
34개
26개
신라명과
39,424,527
(494,687)
188,293
135개
6…(생략)
1. maintain and manage its own brand
2. quality and characteristics of their products consistently
3. proper marketing strategy such as advertising and promotion
① Premium-line marketing
② Diversification of advertising medium
③ Product diversification
④ Product line pricing
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6. 11 2nd 2000. 05 3rd 2004. 04
Umbrella brand strategy
SART(Selected Aroma Recovery Technology)
Stick-packaged coffee
Big TV Stars
Restage Strategy
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Marketing Strategy of Maxim
Conclusion
1. maintain and manage its own brand
2. quality and characteristics of their products consistently
3. proper marketing strategy such as advertising and promotion
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Orion’s Marketing Strategy
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Orion’s Marketing Strategy
① Premium-line marketing
- Dr. you & Market O
GDP per capita ↑
Distrust for snacks ↑
fad of diet & LOHAS
Consumer’s standard of choosing snack ↑
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Orion’s Marketing Strategy
② Diversification of advertising medium
- from TV to BLOG
③ Product diversification
- ex) Nacho Series
- Diversifying kinds,
tastes & package designs of products
meet many kinds of consumers` preferences.
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Orion’s Marketing Strategy
④ Product line pricing
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