.. TEST MARKETING
		A. BRAND NAMING
		We hired Infinite, a naming consulting company, to give us candidate brand names for the new product (HITE, Ving, Vivis, Deep, O-Touch, etc.)
		Survey Planning
		Survey group: 100 people between the age of 25 and 35 that included both sexes and salary men Survey place: An-gook Building (which is a busy place with travel agencies, insurance companies, and car dealerships inside and close by)
		Survey Result
	Product HITE VING VIVIS DEEP O-TOUCH # of votes 59 9 12 12 8 In Percentage 59% 9% 12% 12% 8%
		- The reason for selecting HITE (i.e. what impression or image does the name give you?): clean and refreshing, height, highlight, beer foam, high-end brand, speed, Europe, etc.
		Conclusion
		Based on the survey, the name, HITE, seemed the right choice since it not only received the most votes but also the image of the name provoked was relevant to the product concept The name was simple and easy enough to become a synonym for any new beer product
		B. CONCEPT, 가격, PACKAGE
		Survey Planning
		Date & Time: between 13:00-19:00, November 30 through December 1, 1992 Survey place: Youido Life Shopping, and Family Mart at Dae-hang-no. Survey group: 512 randomly picked people - salary men, house wives, college students, etc.
		Concept Survey Test Result
	Product Total Place Sex Youido Daehangno Male Female Total 521 100%  300 100%  212 100%   235 100%   277 100% Very Bad 2 0.4%  1 0.3%  1 0.5% 2 0.9% 0  Bad 52 10.2%  32 10.7%   20 9.4%  25 10.6%   27 9.7%  Good 252 49.2%  133 44.3%  119 56.1% 122 51.9%  130 46.9%  Very Good 190 37.1%  126 42.7%   62 29.2%   79 33.6%  111 40.1%
		- 86.2% of the surveyed were positive to the product concept.
		Survey on the Proposed Price
	In Comparison with the Price of Existing Beers What do you think? New Product Price: 1300 won   Category Very Expensive A little expensive ReasonableLow-priced Very low-priced   Total: 512 64 (12.5%) 349 (68.2%) 89 (17.4%) 9 (1.7%)1 (0.2%)
	Intention for Purchase by Price Would you buy it? High Price (1300 Won/Bottle) Middle Price (1000 Won/Bottle)   Category I will buy I may buy Neutral Maybe I would not buy. I will not buy I don't know   Total: 512 75 (14.7%) 242 (47.3%) 157 (30.7%) 11 ( 2.0%) 2 ( 0.4%) 25 ( 4.9%)   Total: 512 80 (15.6%) 215 (42.0%) 158 (30.9%) 30 ( 5.8%) 2 ( 0.4%) 27 ( 5.3%) Average Score (1-5, 5 highest) 3.6 3.5
	Beer Product Purchase Preference Product CB OB MILD OBDRY CBDRY Purchase Price 750 750 750 1040 1040 # of 'I will buy this.' 8 42 17 83 52 In Percentage 1.6% 8.3% 3.3% 16.2% 10.0%
		In competition with existing beer products, the survey showed that price option one (1,300 won) got much more votes than the existing products despite the relatively very high price, only second to the price option two (1,000 won) - but a close second. While the response to the price itself was that 1,300 won was high, when asked 'Which beer would you buy out of the 8 beers, many of the surveyed chose HITE price option one. This confirmed that when it was time to make an actual purchase decision consumers placed higher value on quality than price.
		Package Survey Test Result
		The package survey result once again confirmed that our product did have a differentiating factor that can appeal, then consumers were willing to pay higher price to some extent. Differentiation possible with the color and shape of the bottle, label design and type, etc.
	After-Launching Marketing Activities
		A. Post-Launch Customer Survey (3 months past the product launch)
		Survey objective
		To find out how consumers had reacted during the first 3 months after the launch and to review and improve our strategy based on the analysis
		Survey Method and Planning
		Target area: Seoul Metropolitan area (Seoul, Inchon, Suwon, and Anyang Number of samples: 600 Sampling method: 3-layer stratification in proportion to the population Survey period: July 26 - August 10, 1993 (16 days) Survey method: one-on-one direct interview
		First Post-Launch Survey Conclusion
		<Conclusion 1> HITE's positioning strategy was successful
		Repurchasing & reordering rate was over 90% Once the concept was understood, 65% of the consumers showed intention for their first purchase Also, once the concept got through, there was less resistance to the price The number of returning customers had been clearly on the rise
		<Conclusion 2>
		Non-assisted recognition rate was found to be 16.3%, which meant HITE urgently needed an aggressive advertisement & promotion strategy with a strong impact to improve the rate to 50% for a quick expanding our position in the market
		<Conclusion 3>
		Since the surveys showed that the changes in consumer behavior took place when the concept of the new product got through, we needed a marketing strategy that could give a strong impression of the product
	New Product Target Market Selection & Positioning Strategy
		A.Target Market Selection
		Target
		Age: from early 20's to early 30's Occupation: salary men, housewives, and college students Characteristics of the target group: they had preference for OB (among all the consumer groups, they were found to be least likely to choose our new product)
		B. Positioning Strategy of Different Beer Products
	New Product Marketing Mix 4P'S)
		A. Product
		Product Concept
		Main: Pure beer made of fresh 100% natural water from deep underground rock bed Sub 1: soft beer that uses only the grain not the husk (De-husk method) Sub 2: a high-quality beer that remains fresh and cool for a long time since HITE uses M.C.F method where the yeast is filtered, thus not requiring heat-treatment process for sterilization
		Naming: HITE (or 하이트 in Korean) Alcohol: 4.5% Characteristics of product specifications: consumer taste
		PACKAGE
		the use of green color to suit the product concept the use of back label, the first in the Korean beer industry the use of label around the bottle neck, again the first in the industry
		B. Price
	20% higher than regular beers (but 7.3% lower than Dry) Premium-product strategy against most existing beers (but additional value to the consumer - fresh and clean underground water) The price resistance to Dry was taken into consideration
	C. Distribution (Place)
	It was concluded that overcoming our weaknesses in distribution was a critical factor for the success of the product
	Resource input to expand first-tier buyers in the distribution channel M/L support with merchandising, for the second-tier buyers (mostly retailers) C.V.S. franchises were the first target Customer relationship with those who had the actual purchasing power at franchise headquarters was reviewed for improvement
	D. Minimum Cannibalization
	< The marketing efforts were focused on home-use individual purchasing rather than the commercial-use market (HITE's market share in home-use market was very low) < Regional focus on the Seoul Metropolitan area (HITE market share in home-use market in the Seoul Metropolitan area was meager 5%)
	E. Promotion
	Stage-by-Stage Strategy
	<Stage 1: Concept & Positioning Communication Stage)
	Advertisement on the product birth 'HITE. Have you ever tasted a beer like this?' 'It does have a distinguishing taste from those beers made of plain water.' 'Water makes up 90% of beer. Which beer would you choose?' 'This very water that makes HITE is really something.'
	<Stage 2: Aggressive Advertisement with Strong Impact>
	Would you really have your beer boiled?" 'There are plain water beers, and here is a 100% fresh natural water beer.' 'I changed to HITE.' 'Why aren't you selective with your beer when you are so careful with what water you drink?' 'A beer that has to remain silent, and a beer here that can freely speak.' 'King of the King in customer satisfaction. HITE!'
	<Stage 3: Ads for Customer Base Expansion & Image-Refreshing>
	(Star-focused Ads) 'Try it. You will know the difference.'
	1st Round: Jin-young Kim, Yong-hoon Park, Hye-won Oh, Chang-hyuk Yu 2nd Round: Jackie Lim, Gyun-dong Yu, Hang Kim, Jeong-sik Lee
	<Stage 4: Securing the Image as No. 1 Brand>
	(Ads with National Sports Team Stars) Korea's No. 1 Beer, HITE
	11st Round: Myung-bo Hong 2nd Round; Hur Jae
	<Stage 5: Corporate Image Enhancement>
	('Water-Lover' Ads) Corporate PR
	'Water-Lover, HITE'
	<Stage 6: Multi-Spot Strategy for Greater Competitiveness>
	-The strategy was to deliver the actual feeling of cool and refreshing taste of beer as close to home has possible along with the emphasis on the name, HITE, featuring TV stars like Sun-gyung Jung, Gye-nam Myung, and Chul Park so that there would be a lasting impression of HITE
	<Stage 7: Highlighting the Core Competencies of HITE>
	Concept 1: Cool and refreshing beer in which the 'Chi' of the deep underground water from deep mountains lives on Back-du-dae-gan Beer, HITE (Back-du-dae-gan: the central mountain vein of the nation)
	Promotion Strategy
Free sample handout: free distribution of trial products for landingSAMPLING HITE Thank-You Events: 1.4 million packs of quality tissue were given to customers Retailer support: the first in the industry to provide bio-degradable plastic bags to the retailers Provided straps to tie garbage bags Thank-You event: 1 million bars of Jook-yum soap Thank-You event: free trial-tasting of new products Official sponsor for '94 and '95 Korean pro soccer series HITE Ski Camp for College Students Participation in Myung-dong Festival (twice a year) Sponsor of various cultural and sports events Free after-midnight bus tickets Inter-Korean Cooperation Fund-raising events Fund-raising events to help flood victims
주1) 자료 : 대한주류공업협회