[마케팅] 태평양 롤리타렘피카 마케팅(영문)

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레포트 > 경제경영계열
2006.09.22
11페이지 / doc
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[마케팅] 태평양 롤리타렘피카 마케팅(영문)에 대한 자료입니다.

1. Introduction
2. History of Fragrance Industry
3. History of AmorePacific
4. Lolita Lempicka
5. Current Marketing 4 P’s of Lolita Lempicka
6. 5 C Analysis Of Lolita Lempicka
① general Circumstance analysis
② Competition analysis
③ Company analysis
④ Customer analysis
⑤ Channel analysis

7. SWOT analysis
8. Recommendation
9. Conclusion

본문내용

1. Introduction
In July 2005, there was a documentary program from KBS about AmorePacific’s success in global market. In the program, Lolita Lempicka, a perfume product which is sold at great demand in the French perfume market, was suggested as one of the critical success factors of the company. Looking at the product and its feature, the fact that Lolita Lempicka is a product of AmorePacific was rather new. Because AmorePacific did not actively participate in the Korean perfume market with Lolita Lempicka, it is hardly known that Lolita Lempicka is a Korean product. Based on its success in French market and current unknown status in Korea, Lolita Lempicka is considered to have much potential for success in Korean market and establish it as competitiveness of AmorePacific.
2. History of fragrances industry.
Cosmetics and fragrances continue to be part of a very competitive global marketplace. New brands and products are constantly being introduced into the market, placing enormous importance on innovation and quality. This is a difficult market due to the presence of several dominating French companies and laboratories (i.e. L’Oreal, L.V.M.H., Estee Lauder, Lancome, Laboratoire Pierre Fabre etc.).
The tradition of French perfume manufacture goes back many centuries. Today, French perfumes account for a substantial share of world perfume exports and four of the eight major groups in the sector are French. As an evanescent product par excellence, supporting thousands of jobs and colossal sales figures, perfume is a luxurious product that is very popular
Rarely has an industrial sector of such importance consisted of so many contradictions: as the quintessence of luxury, sensuality and refinement, the perfume industry is also the domain of powerful industrialists, of experts in marketing and publicity launches at the global level. In spite of the product's somewhat frivolous connotation, the perfume industry has drifted through the recession virtually unaffected, its growth rate in France varying from 12.3% in 1991 to 3.2% in 1994, without ever dropping into negative figures. And despite several centuries of tradition, French perfume manufacturers now use state of the art technologies.
In this sector, France occupies pride of place, with four corporations in the leading group, followed by a multitude of more modest companies. As a whole, the industry represents a domestic market of FF 29.4 billion (or about USD 5.8 billion), to which can be added approximately FF 5.5 billion (approximately USD 1 billion) of imports and FF 29.7 bn (USD 5.9 bn) of exports. Not forgetting that French perfumes represent a one of the biggest share of world exports. The French cosmetic industry is the fourth largest global exporter. France exported 53 percent of its production in 2003, representing $8.57 billion in sales, an increase of 0.5 percent over 2002. Perfume and cosmetic products “Made in France” are sold in 202 countries around the world.

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