1. Select motivation
The motivation why we have selected ‘처음처럼’ is the brand has been expanded in the market sharing rate compared to mass leading company ‘Jinro’, through penetrated into consumer’s desire to pursue low alcohol and healthy social trend.
Also it is caused by consumer’s interests which is called ‘Well-being’ trend, widely accepted on current society. As a student studying Marketing, we need to focus on this brand and know more in detail.
2. Company introduction
Doo-san BG is the biggest Liquid brand company in Korea that is contained many different alcohols such as so-ju, beer, wine and etc, to satisfying consumer’s needs which they prefer softness and more healthy liquid, based on innovative technologies and varied alcohol development.
2. The generalization of low alcohol soju
breach 20% barrier
국내 소주의 일반적인 저도화뿐만 아니라 "처음처럼"이 깨뜨린 20도 마지 노선을 다른 소주 회사에서 쉽게 무너뜨리고 있다.
"Chamisul fresh" produced by Jinro, "CU" produced by Daesun, "좋은데이“ produced by Muhak, "Cham" and "Blue" pruduced by 금복주, and "맑은 린” produced by 선양 are lower than 20%. This means that the market situation now is different to the first stage that 처음처럼 from 진로 made inroads into soju market creating a sensation. 처음처럼 is not the only 저도주 any longer. Owing to the emergence of other 저도주, 저도화 became a general trend, so that 저도주 market becomes more competitive.