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HITE's Future Strategy |
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Acceleration of the shift toward no-heat-treatment beer |
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- Market share comparison of no-heat-treatment beer in
Korea and Japan |
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No-Heat
Treatment Beer Market Share |
Korea
|
63% |
67% |
| Japan |
73% |
99% |
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HITE extended its life cycle as No. 1 beer brand in Korea
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- HITE extended its life cycle by differentiating itself
from other beers through emphasis on its high-quality
water, one of our biggest competitive advantages
- Further extension of life cycle as No. 1 brand by becoming
equipped with CNS (Clean Network System) |
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Heart-touching marketing
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Shift in corporate image toward a company that produces
and sells, not beer, but culture
Strategic cultural test-testing events |
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- Support 'Nanta' percussion
performance to raise fund for the unemployed
-- Marketing with active involved consumers as insider
through stage performances along with test-tasting events
that are closest to the heart of Korean culture |
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§ '1998 Exfeel Festival' |
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-- Exfeel festivals as
part of campus festivals at 15 universities in Seoul and
the adjacent Gyunggi Province
-- Hosting of 'Kim Jun-ho & Son Shim-shim Couple's
Performance for Korean Traditions' at the festivals |
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HITE as a world-class brand
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Active overseas marketing through facility expansion
Continued efforts to increase the number of exporting
destinations (to over 30 nations) and export volume |
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- export diversification |
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§ Customer survey in the Chinese market in preparation
for the into the world's most populous nati |
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- 1st stage: To carry
out consumer survey in Taiwan as test ground
- 2nd stage: consumer survey in the Chinese market through
'Bobae Limited'
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