1. 2010/09/27 Elly & Jason 2010/09/27 Elly & Jason

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

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

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

6. Red Bull Monster

8. 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

9. 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: http://uboxworldwide.com/international-shipping/korea_south/http://uboxworldwide.com/international-shipping/korea_south/ http://usitc.gov/publications/docs/tata/hts/bychapter/1002C12.pdf http://usitc.gov/publications/docs/tata/hts/bychapter/1002C22.pdf

10. 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

11.  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

12.  http://en.wikipedia.org/wiki/Ginseng http://en.wikipedia.org/wiki/Ginseng  http://www.kgc.or.kr/front/kgc/network/network.do http://www.kgc.or.kr/front/kgc/network/network.do  http://researchwikis.com/Energy_Drinks_Market http://researchwikis.com/Energy_Drinks_Market  http://supermarketnews.com/profiles/top75/2010/index.html/ http://supermarketnews.com/profiles/top75/2010/index.html/  http://www.pe2000.com/caffeine.htm http://www.pe2000.com/caffeine.htm  http://kgc.or.kr/brand/product.do?productCtgryGroup=3&nav= 2_4_0 http://kgc.or.kr/brand/product.do?productCtgryGroup=3&nav= 2_4_0  http://uboxworldwide.com/international-shipping/korea_south/ http://uboxworldwide.com/international-shipping/korea_south/  http://www.export.gov/FTA/korea/index.asp http://www.export.gov/FTA/korea/index.asp  http://en.wikipedia.org/wiki/Main_Page http://en.wikipedia.org/wiki/Main_Page  http://usitc.gov/publications/docs/tata/hts/bychapter/1002C12.pdf http://usitc.gov/publications/docs/tata/hts/bychapter/1002C12.pdf  http://usitc.gov/publications/docs/tata/hts/bychapter/1002C22.pdf http://usitc.gov/publications/docs/tata/hts/bychapter/1002C22.pdf