분야
pptx2. Causes of MiSSHA’s slump
3. ‘Me-too’ Marketing
4. Successful Factors
5. SWOT & 4P
6. Future direction
Cosmetic company
Launching different products
Low cost cosmetic compared with others
Online-Service Only
Surprisingly Low Cost Products Compared with Others
Producsts Positioning Focusing on its motto
- Cometic is not ‘luxury item’ but ‘daily necessity’
Taking Advantage Owing to Emergence of Online Culture
Expanded Business to Offline Markets
Organized a Functioning Shop Sturucture - Square
Contacted with Customers Through Online&Offline
So as to Recognize Needs of Young Ladies
No differentiation except its low-price marketing
Every company imitates same strategy
THE FACE SHOP
SKIN FOOD
ETUDE HOUSE
…
‘Me-too’ Marketing
Imitating name, design and function
of product that succeed in the market
Expands market size
→ Profitable for customer and company
WHY MISSHA? I’M MISSHA
‘Me-too’ Marketing
Concept : reasonable price & high quality
Same or better quality in low price than luxury brand’s cosmetics
Appealing to customers : ‘function’ not ‘sensibility’
Blind test between MISSHA’s cosmetics and luxury brand’s cosmetics
⇒ Result : MISSHA’S cosmetics quality is more
Giving satisfaction to customers
through low price and high quality
Increasing sales in short-term
→ Because this marketing is interlinked with recession
