Herbal medicine in cosmetics. In these days, Korean Herbal cosmetics are very popular among people and this is because consumers pursue well-being in orient culture. So they look for natural and mild cosmetics and Sulwhasoo meets thess needs very well. Skin care products which include Korean Herbal ingredients suit well to Korean, so they have no side-effects. Like this Sulwhasoo can satisfy Kore
Product differentiation
-launch Herbal cosmetics made out of 5 different herbal
medicine extractions to market
-the brand containing the keywords from eastern philosophy
Price differentiation
-Set price equal/similar to foreign brands image
differentiation
-in position of unique luxury cosmetics which contains South
Korean atmosphere
HERBAL제품에 관심이 있는지?
HIMALAYA가 어떻게 소비자들로부터 인지도를 쌓아가야 하는지?
제품 관여도(Product Involvement)
: 소비자 행동에 영향을 미치는 개인적 심리상태의 정도(동기부여 수준, 흥미의 정도)
: 관여도가 높아질 수록, 소비자는 제품의 사용에 의한 혜택(benefit)을 극대화 하고,
위험(
Herbals/ (b) M.A.C, Lancome, Chambard, Color Bar, Maybelline, Revion
향수및데오도란트
(a) HUL, Godrej/ (b) 거의 모든 세계적인 향수 브랜드들이 진출
남성제품
(a) Gillette India LTd, The House of Malhotras, Emami, Sara Lee, Raymonds< Paras Pharmaceuticals, J.K Helene Curtis
자료: Madras Consultan
IB Strategies based on 4P
In France and China
03 / IB Strategies – Lolita Lempicka in France
Product strategy
Emphasized ladyishness
☞Hired talented designers and staffs from local
Round and spherical shape of containers symbolized ladyishness
☞container design grabbed women’s attention
“Efficient”
Price strategy
Relatively higher labor cost than Korean w