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FRENCH CAFE Coffee Mix
Repositioning Strategy
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Contents
Basic ground
Questionnaire, Detailed points, Assorting tool
Chapter 1
coffee industry in Korea
Chapter 2
Analysis of
4 main coffee mix brands
Chapter 3
Intensive analysis and comparison of Maxim and French cafe
Chapter 4
Repositioning strategy for French Cafe
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Basic Ground
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Front page
Back page
1. Questionnaire
2. Detailed points
3. Assorting tool
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媛쒖씤 �젙蹂� & �꽦�뼢 �뿉 愿��븳 �꽕臾몄엯�땲�떎
1.洹��븯�쓽 �꽦蹂꾩�� �몺 �궓 �몼 �뿬
2 洹��븯�쓽 �굹�씠�뒗
�몺 10��� �몼 20~24�꽭 �몾 25~29�꽭 �몿 30~34�꽭 �뫀 35~39�꽭 �뫁 40�꽭 �씠�긽
3 洹��븯�쓽 吏곸뾽���
�몺 以�, 怨좊벑�븰�깮 �몼 ����븰(�썝)�깮 �몾 吏곸옣�씤 �몿 二쇰�� �뫀 湲고��
4. 洹��븯�쓽 �븳�떖 �룊洹� �슜�룉��� �뼹留덉엯�땲源�
�몺 10~20留뚯썝誘몃쭔 �몼 20~30留뚯썝誘몃쭔 �몾 30~40留뚯썝誘몃쭔 �몿 40~50留뚯썝誘몃쭔
�뫀 50~60留뚯썝誘몃쭔 �뫁 60~70留뚯썝誘몃쭔 �뫂 70~80留뚯썝誘몃쭔 �뫃 90留뚯썝�씠�긽
5. 二쇰줈 �뼱�뒓 �긽�솴�뿉�꽌 而ㅽ뵾誘뱀뒪瑜� �쓬�슜 �븯�떗�땲源�
�몺 議몄쓬�씠 �삱 �븣 �몼 �늻援곌����� ����솕瑜� �븷 �븣 �몾 �떇�궗 �썑 �썑�떇 �몿 �엯�씠 �떖�떖�븷 �븣
6. 而ㅽ뵾誘뱀뒪瑜� �꽑�깮�븯�뒗�뜲 �엳�뼱 媛��옣 以묒슂�븳 �슂�냼�뒗 臾댁뾿�엯�땲源�
�몺 媛�寃� �몼 留�&�뼢 �몾 嫄닿컯 �몿 援щℓ �떆 �늿�뿉 �돺寃� �쓣�뒗 �젣�뭹
1���(�깮�왂)
�몺 留μ떖 �몼 移명����� �몾 �봽�젋移섏뭅�럹 �몿 �뀒�씠�꽣�뒪 珥덉씠�뒪 �뫀 湲고��
�몺 留μ떖 �몼 移명����� �몾 �봽�젋移섏뭅�럹 �몿 �뀒�씠�꽣�뒪 珥덉씠�뒪 �뫀 湲고��
�몺 留� �몼 媛�寃� �몾 嫄닿컯 �몿 �룷�옣�슜湲� �뫀 湲고��
�몺 �삁 �몼 �븘�땲�삤
�몺 �꽕 �몼 �븘�땲�삤
�몺 �꽕 �몼 �븘�땲�삤
�몺 �꽕 �몼 �븘�땲�삤
�몺 嫄닿컯(臾댁��諛⑹슦�쑀) �몼 �븙留�(�븙留덉쓽 �쑀�샊)
7. �봽�젋移� 移댄럹 愿묎퀬 紐⑤뜽濡� �삾��� �궗�엺�뱾 2紐� 怨⑤씪二쇱꽭�슂.
�몺 �씠�굹�쁺 �몼 源��깭�씗 �몾 媛뺣룞�썝 �몿 �씠誘쇳샇 �뫀 �냼吏��꽠
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��섎Т吏�諛� �슦�쑀��숈쓽 �궗�슜�쑝濡� �씤�빐 留쏆뿉 遺��젙�쟻 �쁺�뼢�쓣 誘몄튌 寃껋쑝濡� �깮媛곹븯�떗�땲源�
(2踰덉뿉�꽌 �몺�뿉 泥댄겕�븯�떊 遺꾨쭔)
�몺 �꽕 �몼 �븘�땲�삤
5. �봽�젋移섏뭅�럹 �젣�뭹�쓽 ��섎���뱶�윭������ �쓣 �떎瑜� �젣�뭹怨� 鍮꾧탳�빐�꽌 �젏�닔瑜� 二쇱떊�떎硫�
留롮씠 遺��뱶�읇�떎 遺��뱶�읇�떎 蹂댄넻�씠�떎 �뜙 遺��뱶�읇�떎 留롮씠 �뜙 遺��뱶�읇�떎
(1)(2)(3)(4)(5)
6. �봽�젋移섏뭅�럹 �븯硫� �뜑 媛뺥븯寃� �뼚�삤瑜대뒗 �씠誘몄���뒗 臾댁뾿�엯�땲源�
�몺 嫄닿컯(臾댁��諛⑹슦�쑀) �몼 �븙留�(�븙留덉쓽 �쑀�샊)
7. �봽�젋移� 移댄럹 愿묎퀬 紐⑤뜽濡� �삾��� �궗�엺�뱾 2紐� 怨⑤씪二쇱꽭�슂.
�몺 �씠�굹�쁺 �몼 源��깭�씗 �몾 媛뺣룞�썝 �몿 �씠誘쇳샇 �뫀 �냼吏��꽠
1. Questionnaire
2. Detailed points
3. Assorting tool
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Excel Program
1. Questionnaire
2. Detailed points
3. Assorting tool
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Chapter 1
Coffee industry in Korea
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1. What��셲 happening in Korea
2. Potential power of coffee mix
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1. What��셲 happening in Korea
2. Potential power of coffee mix
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1. Portability
2. Convenience
3. Affordability
4. Prestigification
1. What��셲 happening in Korea
2. Potential power of coffee mix
4 strong points of coffee mix category
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Chapter 2
Analysis of
4 main coffee mix brands
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1.Brand Positioning
2. Market share
sweet
bitter
Soft
muddy
Tasting
Co
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