ABSTRACT
Lee, Yeon-ah
Dept. of Business Administration
Graduate School of
Hanyang University
Improving marketing competitiveness is demanded by rapid change of domestic and international economic situation. While demands of domestic products get saturated and competition is severe, decreasing of consumption was a big crisis by currency crisis.
The subject of study is a fabric softener market that a dominant brand leads the market, usage rate is about 90% and segmentation is going on. Korean fabric softener is decreased 15% in sales volume by influence of recession.
The marketing strategy of fabric softener is suggested combining with the brand which is in growing stage. For knowing market, data of AC Nielsen and Korean Soap and Detergent Industry Cooperative is applied and consumer survey data is applied for consumer situation.
Policy suggestion method is used by case study and literature study.
Total fabric softener market is recovering in sales amount but is not in sales volume by excessive competition. A prospect of the market is positive because 20s and 30s housewives buy 70% of total amount. But the growing strategy is needed by sales volume in maturity period. That market strategy is suggested combining with the 3rd brand in the market for a case.
Fabric softener is emotional product rather than functional product because consumers are interested in fragrance of product more and more. So the product have to segment for segmented needs of consumers by increasing number of variants and reducing renewal timing. For retaking off, concentrated product which are successful in Japan market, dermatological product, baby care, sheet type for dryer and fabric caring products are alternatives.
The price of fabric softener is showing decrease of 10% in last one year for sales promotion. Price elasticity is bigger and the market share of each vrand is relied on a price of brand and price leading effect. So retailers use the product as a loss leader and manufacturers can use odd pricing in the strategic point. Developing of premium product is one of segmentation method.
In the placing of Korean consuming products, 3 step is typical that are consist of manufacturers, wholesalers, retailers and consumers. But relative importance of discount store and superstore is growing, is placing is changed to direct sales system. As buying power of discount store is growing, complication with manufacturers is more and more. So managing bundle products and separate item will be a substitute.
Generally consumers buy a fabric softener in the low involvement. For advertising, mere exposure effect, model and message effect, classical conditioning have to be considered. And brand identity is to be built by consistent and limited message. Sales promotion has to be managed for raising usage rate and suitable for marketing concept. Applying of marketing public relations can make improve brand image by high persuasive power. And control of salesman is to be improved by motivation and education.
This study will be helpful for marketing staffs who are in the similar situation with Korean fabric softener market.
다음 페이지로