분야
pptSTP STRATEGY
4P’s ANALYSIS
What is ‘MISSHA’ ?
Specify needs & wants
Environmental scanning
Segmenting the market
Selecting target market
Positioning
How are cosmetics positioned
In women & men’s mind?
Where are we wining?
1) between 10s to 20s
2) 10s who have big problem with their skin. (pimple)
3) Innovator or Early-Adaptor
4) busy working businessmen who have lot of social meetings and presentations.
5) who are reluctant to go offline shop
-> 1. Online shop 2.offline shops for man
6) who have prestige that cosmetics are only for women.
7) who do not have their favored cosmetic brand, which concept is 꽃미남, fashion, beauty.
The real decision maker & purchaser is WOMEN !!
According to the research , 20’s unmarried women pick cosmetics for boyfriend’s gift at the zero rank .
According to our questionnaires,
Almost 50% of men say they use the cosmetics that their girl friends or their female family member buy for them.
They provide a variety of products
with reasonable price
The image of hiqh quality and naturalism
They use famous celebrities(권상우, 전지현, 배용준)
to advertise .
Distribution efficiency because
of direct transaction from head office
