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2. Need more convenience time conscious right now culture.culture)Learned sum)Beliefs)Values) Customs)Arts)Moral)Laws)Capabilities)Habits) Reference Group)Subculture) 3. Social status)Values)Interests) Values)Interests) PotEmotion) Feelings)Reference Group)1.direct or membership groups)-primary groups)- secondary groups)2. indirect groups)-aspirational groups) 4. -dissociative groups) 25% 2552 65%21.2.100,000 SKUs 5. 30%2552 1,305 2553 ( Motivation)(Activated State)1.Advertising)2. PR (Public Relationship)3. Direct Marketing)4.Sale Promotion) 6. (Personality) (Tendencies)(Deteming)(Reflect)(Emotion)(Feelings) Attitudes)Lifestyles) 7. Overal Feeling) Object) Attitude) Beliefs)Feelings)Lifestyle)ActivitiesInterest OPinions 25% 8. 25372542Casino Group)5302545 25486,000 10,000 2550 2551 2552 2553 52554 42 15 9. 10. 11. 80,000100,000 SKUs4,000 12,000.60%40%7502,000 .80% 20% 12. 90% 10% 13. " 5 14. 100,000 SKUs 15. 16. Market share86835,50086835,500 120%13.0xEBITDA 54 17. 100,0005 541.2%33% 50%41%254250% 2 3 75% 18. Market size 5Leader Price 15-20%36Flagship Intraday Chart 19. Competitors2552 2552672552 1 1145 20. 6 W 1H Who: What: When: Why: Where: 1 15 92 1084860 Who: How: 21. STP , , Geographic), ,,,Demographic),6 , 6-11 , 12-19 ,20-34 35-49 , 50-64651-3, 4-6 , 7-9 , Psychographic) , , Behavior Toward Product) ,, ,, , ,,, ,, , ,, , ,, , 22. Target market, , ,, 23. Positioning map 24. 4PS(Product 25. (Price) 15-20 %(Place) 26. (Promotin)Advertising) , , ,Direct Marketing) Sale Promotion) P.O.P. (Point-Of-Purchase) Online MarketingWebsiteSMS 27. ( )(BIG C) 16,000 28. 5401091100254010911090 54010911099 54010911141 54010911159MK 542090211122554