분야
docx2. SWOT analysis
3. Market segmentation & Targeting
4. Positioning
5. Communication Concept
6. IMC strategy
Alopecia is the symptom of losing hair abnormally. The number of baldness people is keep growing year and after. Nowadays, domestic baldness population is over 10 million. According to National Health Insurance Corporation’s report 2012, 14% of adult male and 5.6% of adult female are having alopecia. Also, most of alopecia patients are 20s to 30s. Thus, alopecia problem is serious for the rising generation.
However, most people hiding alopecia problem to others because of sense of shame. Therefore, before the medical treatment, they need daily solution for hair loss.The oriental medicine shampoo is developed for these people. When general shampoo cares just scalp and hair and makes silky hair and good scents, oriental medicine shampoo can care scalp, hair and hair root too. So it has utility of preventing hair loss.
Dangimeori is the first brand that forms oriental medicine shampoo category in 1999 and makes overwhelming market-share percentage. Dangimeori was in sharp increase before the new brand Ryu’s launching. Dangimeori is small and medium-sized enterprises, but Ryu is major company’s brand. Even though Dangimeori created new products category, it loss a market share to Ryu rapidly.
Current oriental medicine shampoo market is occupied by Amore pacific’sRyu, LG’s Lien and Doori cosmetic’s Dangimeori. Amore pacific’sRyu is the most popular brand with the amount of purchase as 39.7% until March, 24, 2013. It maintains first place for 4 years in a row. Following that, LG’s Lien takes 2 places and Doori cosmetic’s Dangimeori takes 3 place. Especially, Ryu makes 25.3% of sales in whole domestic shampoo market counting general shampoo category. Also, Rye takes first place of BPI(Brand Power Index) in hair category and became a megabrand.
2. SWOT
(1) Strength
Dangimeori launched in 1999 as pioneering new market which is oriental medicine shampoo. Therefore it is pioneer brand statue and this can be strength of Dangimeori. Also, although Dangimeori is small medium-sized enterprise's product, it contains high rate of oriental medicine components. Therefore, Dangimeori has high product quality than others. And Dangimeori has numerous product families which considered customer's needs, such as oily, dry or normal.
(2) Weakness
Dangimeori brand is launched by Doori cosmetic which is small medium-sized enterprise. So, it remains manual production line and could not cut the cost because of small-scale production. It gives Dangimeori low price competitiveness. Also, Dangimeori lacks of distribution network, while Amorepacific, LG or other major enterprises can use fixed large distribution network.
Dangimeori contains high rate of oriental medicine components and it can be strength of this brand, but this fact can be also weakness because of the strong medicine scent. This unique scent can make customer feel hatred. Also, containing high amount of oriental medicine components didn't verified by clinical demonstration. Therefore, customers can not believe effects of products.
