동아제약 생리대 템포(tempo) 제품분석과 마케팅분석<영문레포트>

소개글

동아제약 생리대 템포(tempo) 제품분석과 마케팅분석<영문레포트>에 대한 보고서 자료입니다.

목차

1. Introduction
Ⅰ. 4Ps of Tempo
Ⅱ. Positioning
Ⅲ. SWOT Analysis
Ⅳ. Management problems
Ⅴ. Research objectives 11
Ⅵ. Hypothesis
2. Appendix
3. Quantitative research
Ⅰ. Frequencies
① Non-users
② Users
4. Quantitative Research
Ⅰ. Non-users
① Factors
② Coefficient of correlation
Ⅱ. Users
① Factors
② Liner Regression Analysis
③ Coefficient of correlation
5. Conclusion of quantitative Reserch
6. Recommendation
Ⅰ. Short-term goal-Tempo ‘Gift’
Ⅱ. The long term-ACU Program

본문내용

Ⅰ. 4Ps of Tempo
Product
Tampons in Korea are most likely to be called Tempo since the name recognition of product is high - 78 percent of Koreans who recognize tampons call it Tempo based on the research done by Yuhan-Kimberly. However, according to Korean sanitary product market research, Tempo is at the 9th place followed by Playtex, world leading tampon. Tempo has 3 kinds- junior, regular, and super. While junior and regular is same sized but are different with absorption, super tends to be a little shorter but gas better suction by far.
Conventional products are weak since it can cause leak during activities, skin troubles, uncomfortable odor and inconvenience of portability. Tempo complements the weak point in the conventional hygienic pads. Tempo as well tampon products, however have some weak points caused by the hard texture and absorption ability. The most serious problem of tempo as well tampon products is the feeling. We had conducted focused interview with acquaintances and some of the interviewees answered they gave up using tampon products because of physical rejection.
Compared with Playtex, the market of Tempo is 0.4 percent higher - 1.71 percent. Still, Playtex is catching it up fast since Playtex is world renown which leads to better image especially for younger generation. Playtex has four kinds- gentle glide regular, gentle glide super, slim fits regular, slim fits super.

키워드

동아제약,   템포,   탐폰,   마케팅,   tempo