분야
doc3C Analysis………………………………………………………………………………4
STP………………………………………………………………………………………6
4P………………………………………………………………………………………...7
Recommendation………………………………………………………………………...9
Conclusion……………………………………………………………………………...11
Executive Summary…………………………………………………………………….12
Appendix…………………………………………………………………………….....15
References……………………………………………………………………………...22
Trend of the traditional Korean shampoo market changed rapidly into the premium shampoo market. It was to meet the consumers’ taste of high quality but rather expensive products. ‘Pantene’ of P&G in 1993 and ‘Dove’ of Unilever led the premium shampoo market at the beginning. Now, the whole shampoo market shows 6 percent of annual growth rate steadily, but the premium shampoo market itself is growing in the rate of 30% annually. When ‘mise-en-scene’ attempted to penetrate into this premium shampoo market, market was already filled with other 20 big and small companies.
But Amore-pacific, the company that develops ‘mise-en-scene’, used unique strategy and luxurious image in order to successfully penetrate into the market and achieved some good results. In detail, with the turnover of 15 billion and occuping 8 percent of market share, ‘mise-en-scene’ is establishing a stable status in the Korean shampoo market. In 2005, Korean Marketing Award gave ‘mise-en-scene’ the ‘Best of New Product Award’ which can be referred as that ‘mise-en-scene’ has become one good product line of Amore-pacific.
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http://news.naver.com/news/read.php?mode=LSD&office_id=014&article_id=0000168544§ion_id=101&menu_id=101
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