Community trade, Activate Self Esteem, Defend Human Rights, and Protect Out Planet. Through this campaign, The Body Shop is the leading natural beauty product on the market.
Strengths
Stores on a large scale all over the world
Leading company in natural beauty products market
Eco-friendly image
Charisma of Anita Roddick
High level of brand aw
their own website.
Attract indirected customers from other associated web site -Off-line :Totally had 777 branches in 2009 in USA
-Planned to open 70 additional branches every year
-Targeting online market through BN.com web site
PROMOTION More advertisements in on-line Price Discount Strategy
Communal branding with AOL
Affiliate Program
New type advertising
Various events
포트폴리오 재구성
? 정보기술 서비스, 인터넷 사업영역의 시장기회이점
? 23.5만 전 종업원을 석유와 가스, 엔터테인먼트, 금융 서비스 등
14개 고객 중심사업 부문에 투입(직원은 광범위 교육,고객 불만 처리 가용액 5천$)
? 글로벌 브랜드 매니저, Brand Steward 조직? 브랜드 자산 구축 보호역할
brand in the low‐price cosmetic market, we are going to analyze the company, competitors, market and products and so on. And then we are going to devise new marketing strategy for Missha.
Ⅱ. Situation Analysis
1. Company Analysis
1) Beginning & now
The Missha's origins lie in the internet site Beautynet, which was created in the year 2000. The two‐way communication with t
women
Age: 20~34
Lifestyle
Heavily using SNS,
Enjoying sharing experience
Open to various kinds of beauty
Shopping online at least once a week
Communication Objective
- Clothing : Hi-involvement product
- Achieving 20% awareness of LEESLE brand among the target audience within 6 months. (4,523,041 * 20% = 904,608)
[Communication Message]
New Wave from Your DNA