beautiful and slimmer without the idea of doing the plastic surgery at first. but Han sang jun on whom she had a secret crush showed friendly concern about her, at the same time she felt embarrassed because of her ugly face. so she determined doing the plastic surgery. This determination dependent on other people implied that the motivation of consumption was from Han sang jun.
She also made
object of investigating
We chose our consumer as dongguk university students. Because we can get our result from them easily. And university students are usually important potential consumers to company because especially women students are main consumers of cosmetic company.
- The result of investigating
It turned out that the brand, 'Man holding flowers', is the most famous b
[Target Audience and Comm. Objective]
Channel: Online shopping mall
Target Audience: Women in 20s~early 30s who are SNS users
(5,082,069 * 89% = 4,523,041)
Pull strategy
Persona
Gender: 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 Objecti
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
등장
* Mail Order, Beauty Salons,
Door-to-door방식 판매
* 1910년 이후 화장품산업이
급성장함.
▶수요면
* 20C초 공급에 비해 수요 미미
Ex)1914. 1인당 연 40센트 소비
* Older Objections가 없어진 후
수요증가
But, 대도시에만 수요 집중
* 1910년대부터 라디오, 잡지를 통한 광고 증가 → 수요촉진