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분야
docxI. Situation Analysis
II. Developing Advertising Strategy
III. Creative plan
IV. Media
I. Situation Analysis
① about a company
AMORE PACIFIC started their business as the name of ‘태평양 화학 공업사’. They were the first pioneer who succeed international trade by launching the brand ‘oska’. The company are making cosmetics , medicines, house hold items such as shampoo or toothpaste. Among these departments, 80% of their sales come from cosmetic department. As the steppingstone of jumping as a global brand, They changed their name from 태평양 to AMORE PACIFIC.
The company’s mission is to create the asian beauty. Seeing this, We can know that they place emphasis on Asian market. IOPE, SEOLHWASOO, HERA, INNISFRI and LANES are the brand of it. out of these brands, this report is focused on HERA HOMME which is men’s cosmetic.
② Product (Brand)
Firstly, as for the brand, ‘HERA HOMME’ is one of the men's cosmetic brand of AMORE PACIFIC. Amore Pacific changed 'Hera for Men' into 'Hera Homme'in 2005 to improve the brand image. they employed Jang Dong Gun, the famous movie star, for more polished and luxurious image than before. According to the research of brand-stock which is specialist for evaluating brands, they are the first – worthwhile men’s cosmetic brand.
