분야
ppt2. Missha
Positioning
SWAT analysis
3. Comparison competitives
- ETUDE
- The Face Shop
4. Missha Weakness
5. Conclusion
The first On-line cosmetic brand in Korea
Used low-price marketing strategy, Targeted on Young female to get in
the Market easily.
In difficult situation that home-shopping and internet-shopping malls appeared, so cosmetic shops are getting hard to spread out in the market.
But MISSHA launched with special marketing and got strong position.
Brand concept
-Trust : Indicate their all ingredient , and focus on use natural plant extracts.
- Belief : Always cares about netizens who made this brand successfully.
- Global brand : reinforce their brand image abroad, like China, Japan, all parts of Asia and America further middle east area.
SWAT analysis
STRENGTH
- Reduce unnecessarily cost and make them reasonable price
- 2millions of online market members
Make on-line brand to off-line brand
Incredible Services
Success of Mouth to Mouth Marketing
Change the brand image to high quality and royal image
WEAKNESS
- week of brand information
- Belief of brand products
- Disposable buying
OPPORTUNITY
- Lower price products are popular because of the economic depression
- There’s a new target group, male group
- Decrease of Old Cosmetic shops
- Go International Market
THREATEN
- Similar and strong brand appears
- There’s a limit of lower price
- Preexistence cosmetic brands start to market on on-line
www.dt.co.kr
www.fnnews.com
뷰티넷 http://www.beautynet.co.kr/
브랜드에겐 스토리가 힘이다 - 브랜드스토리랜드, 다산북스, 2008
http://www.reportnet.co.kr/detail/1113/1112718.html
초저가 화장품의 브랜드 이미지에 관한 연구 - 최금주, 2005
