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1. Introduction
Nowadays, more and more cosmetic market is growing and also rapidly. As the economy develops worldwide, the needs of improving the quality of lives are increasing. And also people are more interested in their appearances. With these demands, we can see the positive prospect for the cosmetic market. And not only the expensive brands in department stores, but also the middle-low pr
What is the issue?
1. Although Inner-B was released in 2009, it’s name recognition is still low.
2. Inner-B’s Sales volume has not been improved.
3. Inner beauty market is Changed Blue Ocean to Red Ocean
<중략>
Awareness Objective
Last quarter of 2013, Edible Cosmetics must be recognizable by consumers
To hammer home that the effect might not be seen
immediatel
cosmetic’s Dangimeori. Amore pacific’sRyu is the most popular brand with the amount of purchase as 39.7% until March, 24, 2013. It maintains first place for 4 years in a row. Following that, LG’s Lien takes 2 places and Doori cosmetic’s Dangimeori takes 3 place. Especially, Ryu makes 25.3% of sales in whole domestic shampoo market counting general shampoo category. Also, Rye takes first p
Ⅰ. Introduction
1. Introduction of the company
Amorepacific Corp. was established in 1945 with the name of Pacific Integrated Chemical Inc and renamed in 2006 as ‘Amorepacific’ to expand its business into the global market. The company has grown into the most dominant company in domestic cosmetics business with largest market share of 37%. It has a corporate vision of being an ‘Asia
1. MARKET ANALYSIS
In 2011, the domestic market of cosmetic is about 9.28 trillion showing rapidly growth. This year, scale of cosmetic market is anticipated 10.17 trillion which is increased 9.5% compared to last year sales. For 3 years from now, it will be estimated to maintain high growth.
For this situation, the market of low priced cosmetic has been developed, too. Despite of econom
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
Organi
What is Melasma?
Melasma is irregular size of brown spot's skin ailment.
Usually 30s and 40s women who have experience child birth or old women.
Racially it has more appeared in Yellow race than White race.
Competitors
Focus on old aged
Only poster advertisement
No homepage for this product
SNS Marketing
Facebook, Twitter, Blogs
Sale in Japan
No management
Lessen Side E
cosmetic market in Korea had reached a plateau. And a lot of cosmetic brands which has low prices launched and promoted aggressively. Also global companies that have a strong brand power entered domestic market and captured 30% of the market. After these threats arose, Amore Pacific realized domestic market had been saturated, so made a decision to go abroad.
In the future global cosmetics ma
1. Introduction & Executive summary
Currently market size of Korea Beauty is approximately 1.7 trillion won, which includes skin care products, beauty services, cosmetics, skin care shop, Skin Care Clinic. According to the Economic growth and improving income levels, the country's population using the women's skin care is actually a whole 30.2% of women, which is very close to the ratio of Ja