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분야
hwpⅡ. Main subject
1. Mission Statement
2. 3C (Company, Customer, Competitor) Analysis
3. STP(Segmentation, Targeting, Positioning) Strategy.
4. 4P(Product, Price, Place, Promotion) Strategy
Ⅲ. Conclusion
1) Pull out 'LANEIGE girl'
2) Introduction of 'LANEIGE Zone'
Amore pacific was established in 1945. They have occupied cosmetic market since they came out. They have never given number one position to another company. They seized about 52% of cosmetic market which included other nation's brand. They are planning on entering into other nations to broaden their
acknowledgement. One of the success case is France perfume market. They pushed into the France market about 10 years ago. Amore pacific constructed their brand image through emotional image of perfume business. It is a "Lolita lempicka" that is the first korean perfume produced in France. After a few days
later, It got a fame and this perfume occupied perfume market about 2.8% in there. There are many kinds of perfumes in there, so it was difficult to obtain that number of percentage. And nowadays they try to enter into another country
like China, Japan and so on. These factors attracted us so we were willing to look into Amore pacific. Among in amore pacific brands, "Laneige" is a powerful brand. So, we will touch on marketing about Laneige later.
