IT, 인터넷 트렌드 속에서 전략, 인사이트 끄집어내기
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[2010년 이마트 선언]


이마트가 올해 최저가로 강도있는 단일한 커뮤니케이션을 하려한다. 기존 제조업체의 가격도 타 유통업체 대비 가장 낮은 가격으로 제시하겠다는 마케팅 측면도 있지만 한편으론 자체 브랜드(PB)를 늘려 저가 상품군을 대폭 내놓겠다는 것을 의미하고 있다.

소비자는 당연히 싼 가격을 원한다. 같은 상품일 경우 싼 가격이 당연히 100프로 좋다. 그러나 다른 상품일 경우 구매선택에 혼란을 겪는다. 경험이 없는 상품에 대해서는 가격에 대한 민감도가 낮다는 것이다.

예를들면 생수와 같이 거기서 거기라고 인식하는 상품은 PB도 제 몫?을 할 수 있지만 라면처럼 맛에 민감한 상품은 그리 쉽게 이동하지 않을 것이다. 이마트의 최저가 선언은 커머스의 기본기로 보이지만 예전처럼 그 효력?을 발휘할지는 지켜볼 일이다.

이마트 ‘가격파괴’ 선언…유통·제조업계 ‘술렁’
by harris | 2010/01/07 08:44 | 트랙백 | 덧글(12)
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