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[마케팅] 랑콤옴므 마케팅전략(영문)

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레포트 > 경제경영계열
2005.02.03
26페이지 / doc
1,700원
51원 (구매자료 3% 적립)

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[마케팅] 비오템 옴므(BIOTHERM HOMME) 마케팅전략(영문)

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소개글

[마케팅] 랑콤옴므 마케팅전략(영문)에 대한 자료입니다.

PART I & Introduction and Analysis
1. Introduction
- Lancôme Homme & Metro sexuality
2. Male Cosmetics Industry Analysis
3. Competitor Analysis
- Competitor Analysis

PART II & General Marketing Strategy
4. STP Process
5. Product
- Product Development
- Branding Strategy
6. Pricing
- Competitor
7. Place
- Distribution Strategy
8. Promotion
- Integrated Marketing Communication

PART III & Conclusion and Reference
9. Conclusion
10. References and Citation, Appendices

본문내용

Introduction

"..... since I arrived in Washington. This city, unlike any other place I've lived, is a haven for the metrosexual. A metrosexual, in case you didn't catch any of several newspaper articles about this developing phenomenon (or the recent "South Park" episode on Comedy Central), is a straight man who styles his hair using three different products (and actually calls them "products"), loves clothes and the very act of shopping for them, and describes himself as sensitive and romantic....."
Alexa Hackbarth, "Vanity, Thy Name Is Metrosexual," The Washington Post, November 17, 2003

Like this article from Washington Post said the word "metrosexual" is no longer a strange word. Actually it is becoming a big trend among many countries such as USA, France, Canada, Korea and etc. In terms of cosmetic firms perspective, this trend is very interesting because it means that there are huge a whole new market. Recently many major cosmetic companies like Biotherm or Lancôme, they started their new brand line especially for men

참고문헌

* Principles of Marketing, 10th Ed., Kotler, Philip and Gary Armstrong,
Upper Saddle River, NJ : Prentice Hall, 2004
* Principles of Marketing, 2nd Ed., Park, Chan-su, Seoul, Korea
* Lecture Notes
* Lancôme Homme < www.lancome.co.kr >
* Customer Satisfaction Net < www.csnet.co.kr >
* 삼성경제연구소 < www.seri.org >
* The Washington Post < www.washingtonpost.com >

#the #of #and #Lancome #in #is #to #Homme #product #for

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