이마트 ‘노브랜드’ PB상품 리테일마케팅 사례 연구

Abstract

Domestic and international market situation is highness of prices, due to the polarization of low growth lowers the purchasing needs of consumers, it has been developed very differently trend in consumption patterns. The 'price' rather than in this economic situation, consumers 'quality' and acts as a point of purchase decision. PB products combine the manufacturers and distributors, because it has a structure to distribute the best products to the consumer is prepared to form a low price NB products. 'No Brand' of Emart reflect these characteristics that will become a product that sets a new direction and PB products, and recommends that consumers preferred consumption. A study was conducted through a study of the problems and strategic plan of PB products to offer Ensuring the quality and the alternatives for the competitiveness of PB products 'No Brand' Retail Marketing status of the SWOT analysis 'No Brand' the market value and forecasts presented a strategy plan of PB products. A study SWOT analysis of Nobrand is the most significant factor is 'reasonable price' as the strength of the Nobrand, shows the weakness of non-reliability products. This result is a reflection of the common properties of a typical product PB. In addition, 'No Brand' is so can be determined by a 'cost-effectiveness' market value brands that possess the will to focus on improving the reliability of the product.