분야
hwpStep1: Environment Scanning(page 7～8)
Missha The face shop Polo sport Biotherm Homme
Step 2 : STP Strategy(page 9～11)
Step 3 : 4P's Analysis(page 12～13)
The reason of THE FACE SHOP’s success
1.They provide a variety of products with reasonable price
- The price: 1000, 3300, 5500…. Most of them is under 10,000
2. the image of hiqh quality and naturalism
- Use raw material like flower, plants, fruits, grain, oriental medicine
3. use famous celebrities(권상우, 전지현) to advertise.
- It is useful for brand recognition.
4. distribution efficiency because of direct transaction from head office
Polo sport - Blue sport
The reason of Polo sport's success
①Motto is men`s dynamic strongness.
- In 'sport' means, setting motto to men`s active and dynamic strongness. So, the men`s rejection to toiletries can be dropped.
②Polo sport has refreshing fragrance of orange and mint, and cool fragrance of marine.
- Cause fresh and sweet feeling of orange fragrance with cool fragrance of marine, men of casual clothes and formal dress are both suitable.
③Using a tool emphasized the male.
- The tool of silver metallic cap like dumbbell and cobalt blue like cool and blue sea.
④Price is about 15,000~50,000 won
Biotherm Homme
The reason of Biotherm Homme's success
①Daniel Henney for an advertisement model.
- Choice Daniel Henney for an advertisement model and that choice emphasizes the high quality.
②The feeling of cool and for man.
- Different in product line but, white and black and blue color of tool can give to people the image of men´s toiletries.
③They have many product line.
- many product line like whitening care, oil skin & trouble skin care, moisturizing care, anti-aging care, etc. help customers can choice the toiletries suitable for their skin.
④They have more recognition than other brand.
- more brand recognition than clarinsmen, clinique, labseries, zirh, etc.
⑤Price is about 30,000~50,000 won
