2010/09/27 Elly & Jason 2010/09/27 Elly & Jason

 Product introduction  Marketing plan  Cost  SWOT analysis  Conclusion

Main ingredient: Red Ginseng Effects of Red Ginseng - Increasing energy - Stimulating sexual function - Reducing the incident of cancer Natural healthy ingredient

The U.S. domestic market: $10 billion Market structure

Red Bull Monster

Price $1.99 Price $1.99 Product Healthy Ingredient Product Healthy Ingredient Place Three major food retailer: Wal-Mart, Kroger Co., Costco Place Three major food retailer: Wal-Mart, Kroger Co., Costco Promotion Buy one get one free campaign Promotion Buy one get one free campaign Target People Above 35 years old Target People Above 35 years old

ItemPrice Retail price in Korea$1 Shipping$8 / 1 cubic foot $0.02 per bottle Duty$0.05 (approximation) ( free for ginseng root; $0.01 for beverage with 0.06 liter ) Total cost: $1.07 / bottle Retail price: $1.99 ( Red bull – $1.99, Monster – $2.29 ) Source:

Strengths: 1. Healthier 2. High quality ginseng resource 3. Variety of ginseng product 4. Price Weaknesses: 1. Flavor 2. People might not be familiar with ginseng drink and pill Opportunities: 1. Awareness of Healthy food 2. Up coming FTA between Korea and the U.S. Threats: 1. Taste of American consumer 2. People in the U.S. get used to drinking coffee Add honey

 A healthier alternative to energy drink  A challenge to change people’s habit of drinking energy drink  To expand the market to the North & South America in the future

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