| abstract |
| Background Representative brands in the coffee market centered on cafe continue to enter the processed coffee distribution industry. These large coffee brands have less influence in the sales of the RTD (Ready to Drink) market in Korean, despite their expertise in coffee and high brand awareness than traditional coffee distribution market brands. In this study, we will analyze the product line from the perspective of five-sensory marketing, which is used as a representative promotional strategy for food brands, to find the difference in five-sensory marketing between cafe and RTD products under the same brand.
Methods This study finds out why Starbucks, a leading brand in the coffee service market, lacks influence in the RTD coffee distribution market through literature research. In addition, we identified what was lacking through the analysis of representative success stories in RTD products in the food industry and the comparison of promotional strategies from the perspective of five senses marketing between coffee RTD products. Through this, it was revealed that there is a lack of auditory promotional means in the coffee market overall. The underlying cause was identified as the absence of a sound that could be defined as representative of coffee. To that end, I interviewed 20 people about the sound that could represent coffee and found four typical sounds that reminded people of coffee. In the verification, we produced the sound ourselves, then conducted a survey with 88 participants to rank the sounds and confirm their responses.
Result In a survey to confirm the possibility of sonicbranding of coffee sounds, among the four examples, "the sound of iced coffee ice hitting a plastic cup" was selected as the most coffee-like sound.
Conclusion This study found the need for sonic branding in a brand promotion strategy through Starbucks RTD coffee analysis. It is expected that future research will play an important role in clearly defining coffee-related sounds and applying them to various RTD coffee as sonic branding to establish differentiated marketing strategies. |
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| Key Words |
| 주제어, 소닉브랜딩, 오감 마케팅, 액상커피, Sonic Branding, the Five senses Marketing, Coffee RTD |
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