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Sulwhasoo
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Contents
Introduction
Environmental Analysis
Marketing Strategy
Marketing Mix Decision
Consumer Response & Conclusion
Recommendation
Reference
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Introduction
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Background & Objective
Aging society
Amore Pacific
Interest in appearance
Korean cosmetic market
Creative marketing
strategy
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History
AMORE PACIFIC
No.1 cosmetic company
cosmetics and personal care products
Expending into China, France, and the US
In 2009, Sales 1,769 billion
Revenue 300.6 billion won.
Sulwhasoo
Oriental ingredient cosmetics
Sales ranking No.1 in Department store
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Core Competency
Oriental Cosmetics
Korean traditional things
Fresh material from the nature
Natural Beauty + Inner Beauty
¡°¡¦(»ý·«)
1-2 Marketing Trend
1-3 Customer Needs
14.1
|
Esteelauder
Best seller
essence (advanced night repair)
Prestige image,
High quality
High price
Analysis of the prestige cosmetics
¼øÀ§
ºê·£µå
¸ÅÃâ¾×(¾ï)
1
¼³È¼ö
844
2
Sk-2
793
3
¿¡½ºÆ¼·Î´õ
674
4
¿ÀÈÖ&ÈÄ
668
5
·Î·¹¾Ë ÄÚ¸®¾Æ
610
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2) Oriental Cosmetics
Attribute
Strength
Weakness
The whoo
High price & VIP marketing strategy
Prestige image
High price
Sooryehan
Low price and targeting young woman
Low price and better brand equity thorough own shop
Late entry in the market
Analysis of the oriental cosmetics
¼øÀ§
ºê·£µå
Á¡À¯À²(%)
1
¼³È¼ö
49.7
2
ÈÄ
14.1
3
¼ö·ÁÇÑ
10.8
4
ÇÑÀ²
8.3
5
´Ù³ªÇÑ
4.5
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Esteelauder
SK - ¥±
The whoo
Sooryehan
Premium
Mass
Modern
Traditional
Sulwhasoo
Positioning Map ? with competitors
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SWOT Analysis
Strength
Weakness
High confidence & Luxury image
High technology & investment about development of cosmetics
Leader in the oriental cosmetics market
Narrow mark