1.0 Executive Summary
We chose Laneige, a family brand from the leading cosmetic company, Amorepacific, as its position as a middle-price range brand best matches our target customers, young adults. The product our group has proposed is a lipstick called “Perfect-all-day” which has strong durability with reasonable price. Unlike the common lipsticks, our product is long lasting and requires
Executive Summary
Cartel, a syndicate or trust of firms which is created to generate unfair profits, harms the consumers by increasing prices and decreasing outputs which eventually lead to inefficiency of the whole market. Leniency program is one which makes cartel broken by using ‘whistle blowers’. We choose the one example of Leniency program case “Imposing penalty to LPG firms in Kor
and Japan.
- Imagery
• The highest fashion brand which has become a symbol representing high social class. It has consumers that show frantic obsession towards the brand.
• Although it has many loyal customers, the high price and scarcity led to lack of friendliness.
• It leads the fashion trend of the high class and has deep tradition as a trend leader.
3.2. HERMES
price
Experi-mental or new design
Target the upper social class
Affordable price
Democ-ratic design
Target the middle -income class
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1. Pricing constraints for Alessi:
- Stage in PLC: Introduction -> How to position Alessi with price
- Competitor’s price: Competitors; Premium kitchenware brands including main one, George Jenson price prod
lead the customers to use all of company’s all process within a certain period of time, but if customer wants all of DHL’s service, customer pay only about pickup costs. Under this approach, when effective marketing conducted, it plays a great roll. It cannot drive customer loyalty because there is no worry about volume discounts.
Second, DHL charged frequency discount structure. That is th