SUMMARY of Problems
1. Design of Container
2. Lack of advertisement
3. Normal concept
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SOLUTIONS
Solutions for Lack of promotions
1. Model
2. Coupon
3. Supporters
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. Elastine’s current situation
Elastine lost it’s first place which was maintained during 7years
呂’s market share surpasses Elastine’s market share
2. Problems
1. Loss of original brand image
Original image
Change the model
Loss of image
2. Coming out of orient ingredient shampoo
Increase of customer’s interest about hair health
Ryo(呂) can satisfy custo
1. Objective of proposal
Kerasys’ current market share is 4th rank in Korea. It is already high rank in shampoo market. But nowadays, oriental shampoo market is rapidly growing and it means Kerasys market share is not sustainable as it stands.
Therefore, we suggest this proposal to increase Kerasys’ market share and give Kerasys differentiation as against other company’s products.
2.
Amore Pacific has a vision which is 'Asian Beauty Creator' and they changed their company name from 태평양 which means the Pacific in Korean into Amore Pacific June, 2006.
Amore Pacific has various brands that include 라네즈, 아이오페, 헤라, 설화수 and they has placed the first class in domestic market. However they didn‘t satisfied with this position, therefore they set a goal