Thorough scientific analysis hiring outside consultants
Analysis of customer needs and complaints through customer
and market research
Internal Preparation
Creation of Marketing Department
Assessment of management and staff attitude and mindset
New investment in plant facility and finding room for
differentiation at each production level
B.Idea
Creation
Setting direction for new products
Determining the concept
Ideas on the package
Decision on the product name
C.Strategy
Set-up
Setting strategies for 4Ps
D.
Trial Production
Continuous trial production of the proto-type till it
meets our strategy - internal test
E.
Scientific Test Marketing
Concept Test
Price Test
Package Test
Naming Test
F.
Decision-Making
Decision on facility investment and sales target for HITE
HITE marketing strategy
HITE marketing investment amount
HITE launching time
G.
Product Market Launch
Launch date: May 1, 1993
H.
Commitment and Support from the Top Management
Adoption of an innovative marketing technique
Bold marketing support and quick decision from the top
management
The Top Management provided vision which led to company-wide
mindset change campaign
I.
Quarterly Tracking
n Quarterly tracking for scientific analysis of market
trend
J.
Strong Brand Power
Bold investment in marketing for each growth stage through
thorough customer survey and marketing research
Clear communication of concept and positioning through
advertisement and marketing Bold spending on marketing at each distribution
level and sales growth stage and an all-out corporate-wide
efforts
K.
Achievement Since Then and Current Vision
Selected as Korea's Hit Products of the Year 4 years in
a row, the first for a brewery
Reconquered the No. 1 position in the Korean beer market
30 years after losing it
After 38 months from the launch, monthly sales grew from
132,000 C/S to 7,000,000 C/S
Expectations for quality improvement with the establishment
#4 Plant (Hong Plant, 500,000 Kl/ Year) and adoption of
newest equipment
Vision for HITE as a global brand
Management Innovation Campaign Program
.........
.... .........
Actual Cases of Management Innovation
Campaign
A.
Pleasant Office Environment - One office item per person
Clean Office - One office item per person
Pleasant working environment - selection of top
20 unpleasant things at work
Mindset innovation - details were posted on the bulletin
board
Document F/S
Redesigning and facilitating idea suggestion system
HITE's Marketing Program
External Preparation
Thorough scientific analysis hiring outside consultants
