Chum churum Marketing strategyEnvironment analysis‘Soju War’Thekey is Trend of lowering alcoholAlcohol degree2006 Februrary DusanliquorChum churum LaunchAugust Chamisul Fresh Launch to increasethe market share of weaken soju2007~2009 Chum churum VS Chamisul >2009 july , Chum churum Cool Launch Starting to couterattack to increase the market share of weaken soju2010 December Jinro thankyou soju LaunchCompetitor analysis‘Chamisul original24.8%’ ‘Chamisul fresh 23.9%’Exclusive Market share No.1


Competitor analysis
‘Chamisul original24.8%’
‘?Chamisul fresh 23.9%’

Exclusive Market share No.1

Competitor analysis
Why
“Chamisul”
Is the leader
In the
soju market?
1. Market leader
2. Variable generation
3. Strong distribution

Competitor analysis
High degree
Low degree
Young
Old
Positioning map

Company analysis
Lotte Liquor’s Soju ‘Chumchurum’