Kwangdong's Corn Sooyuem-Cha(Tea) Marketing

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Summary

Only been released for an year, Kwangdong’s Corn Sooyuem-cha(tea) has reached the top first in the tea commercial market by selling over 10 million bottles each month. In addition, this product has been selected as the best 10 products representing Korea by SERI survey.
Mr. Kim, marketing product manager, thoroughly analyzed the existed commercial tea market before launching the Corn Sooyuem-cha. He realized that it would be successful if the tea could possibly imitate the taste of Korean traditional after-drink called, Soonyung. Thus, he has launched the idea to extract taste out of Kawnagwon and Kyungsang province.
After the product has been launched, he proposed the idea of paying attention to those female customers such as naming S-line or O calories compared to other market competition. Furthermore, he also tried to concentrate on not only body shape but also facial health which called V-line.
My Opinion

- I have thought about my favorite beverages or products before I began to research on marketing case. This reminds me of the quotation from the book, ‘If you invest on the product that you are favor of, it will lead to the road to success.’ I believed that there must be a strategy to use unique features and attractive factors that I prefer to consume. Therefore, I have researched on the marketing case of Kwangdong’s Corn Sooyuem-cha.
Kwangdong decided to produce the product that has been analyzed the tendency of customer’s purchasing power-rate thoroughly, and compared to existing products, they turn their face on focusing as much as possible to imitate the Korean traditional taste beverage. I also prefer to choose Sooyuem-cha just like other customers who are attracted to the taste of Sooyuem-cha. It’s not plagiarism; however, define their own particular characteristic to step up for various fields of customers.
In conclusion, the success role of Kwangdong’s Corn Sooyuem-cha comes from the through marketing research on the tendency of customer’s taste by competing with other product’s flavor, and decided to proceed with using product differentiation.


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