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분야
docx2. Alternative Solution: DR. NATURE
3. DR. NATURE, Brand Concept and Value Proposition
4.1 External Analysis
4.2 Internal Analysis
Reference
DR. NATURE’s primary focus will be on safety and natural freshness. Its brand concept will emphasize being truly ‘natural’ and also functional, being effective on prevention of eczema, herpes, and atopy, thus assuming the role of a ‘doctor’. As of now, most of the products sold in the baby skin care market are advertised as “green and organic”, made from natural ingredients, but most of these claims have come unverified, with no specific industrial or regulatory standard to determine what constitutes “natural and organic”, unlike Germany, France, and the European Union which has developed their own accreditation standards such as BDIH, COSMEO BIO and ECO-CERT, using the percentage and type of natural ingredients as a criteria. This has made parents skeptical about the safety and effectiveness of existing products. Parents are worried about what they use on their children. They are extremely concerned about their children’s health, but lack professional knowledge on the safety issues of existing baby products. They want safe, transparent, trust-worthy products, which is what we will deliver to them. We will be the first domestic cosmetic firm to develop a safety, certification label, Green Cosmetics Certified (GCC) with the Korea Food & Drug Administration.
1. http://www.amorepacific.com
2. http://www.newsen.com/news_view.php?uid=201103112243531001b
3. http://www.newsen.com/news_view.php?uid=201103112243531001
4. http://www.dailycosmetic.com/Contents/Section/viewPlanning.asp?item
5. http://kostat.go.kr/portal/korea/index.action
6. http://www.hankyung.com/news/app/newsview.php?aid=2010031698551
7. http://www.johnsonsbaby.co.kr/johnsons/index.asp
8. http://www.yuhan-kimberly.co.kr/
