[마케팅관리] 헤어케어 마케팅

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[마케팅관리] 헤어케어 마케팅에 대한 자료입니다.
목차
1. Market segmentation and analysis

2. Product Analysis

3. Customer Needs Analysis

4. Market Positioning

5. Conclusion
본문내용
Current Conditions of the Hair Care Market

Opportunities
Despite of the recession of the whole economy, the hair care market is growing at high growth rates.

Especially, hair conditioner 's sale increased 121.5% compared to last year.

Threats
Being a mature market, there is a harsh competition
and it is difficult to turn up the market share.

But recent changes in customers’ needs and environments
gives chance to transform threats into opportunities.


Market Segmentation
We defined place and price/function as
the 2 most important factors that determine the sectors.

By Place
Divide into 2 Sector : salon and non-salon
Non-salon: Usually sells at supermarkets, cosmetic stores etc.
Salon: Tends to be more sensitive to trends.

By price and function
Divide into 2 Sector : Premium and non-premium
Generally the premium products are more expensive but have
a special function. (generally over 6,000 won)
Recently, the sale of premium products are growing rapidly.
(It satisfies customers’ needs more than non-premium product)