LocalBrand에 대한 선호도가 높음.
특히 수입 담배에 대한 수요는 폭발적으로 증가하고 있는 상황이나, 현재 까지는 전체
中國 담배 시장에서 2%미만을 차지하고 있음. 향후 WTO 가입에 따른 시장 개방 일정에
따라 수입 담배의 시장 점유율은 상승할 것으로 전망됨.
2005년까지는 외국 Brand가 中國
brands are available in major cities. These enterprises mainly target at the most developed cities and have been dominating the premium market. Owing to the relatively high pricing, higher operation costs, and lack of local knowledge of the highly fragmented Mainland market, foreign players have yet established significant presence in the mass market and in second- and third-tier cities.
Sources
Local Coca‐Cola organization consists of Coca‐Cola Korea Company and Coca‐Cola Korea Bottling Company. And those are independent corporate. Coca‐Cola Korea Company charges of making juice, protecting brand, promoting brand. Coca‐Cola Korea Bottling Company, as a corporation of Korea, charges of production of product, distribution, and customer service.
3. Brand
For the Expansion of L’Oreal’s Market Position
For the Completion of L’Oreal’s Brand Portfolio
For Making More Profit.
LocalBrands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
Build mLocalBrands are Usually Recognized among Young Targets
→L’Oreal Should Expand Targets According to Ages and Genders
ore lu
brands have these following strong points.
1) A company can manage all the process of planning, producing and even distributing.
2) Through 1, they can cut down their production cost.
3) Selling their own brand item in their own shops.
4) Skipping intermediaries which allows quick products turn over ratio.
5) They can recognize customers demand easily because they sell their product in thei
brand name, packaging, selling prices and customer service programs are performed in uniform with no influence by different individual market status. Meanwhile the standardization in marketing process is a process that makes marketing plan or strategy unify.
2) Localization
Localization can also be divided in to two groups which are marketing program and marketing process. The Localization in
한국 시장에서 로레알은 "당신은 소중하니까요" 라는 카피를 내세운 염모제 광고로 잘 알려져 있다. 하지만 이러한 염모제 제품 이외의 랑콤, 비오템, 조르지오 아르마니 등 백화점에서 쉽게 볼 수 있는 다양한 제품들이 모두 로레알이라는 한 회사가 만들어냈다는 것을 아는 사람은 많지 않을 것이다.
the improvement of accommodation facilities. Currently, BENIKEA has 44easily accessible tourist hotel franchise location in major tourist attractions nationwide including Seoul, Busan, Gangwon, and Jeju. Furthermore, BENIKEA has played a crucial role in stimulating the growth of the local tourism industry since about a third of its total franchise units are situated in the provincial area.
1. Florascent 소개
Florascent 세계적인 화장품 회사로 mass market을 이끌고 있는 선도적인 기업이다. 1976년 미국 동부의 조그만 홈메이드 화장품 가게로부터 출발한 Florascent 지난 20년 동안 최고 경영자인 Ed Johnson의 경영방식과 대중적 제품으로 전세계 47개국에 수출하는 1.1 billion 규모의 세계적인 화장품회사
Localization
Adaptation
Activation of franchise
Entrust authority to the country’s head office
Differentiated marketing strategy
Product development
Standardization
Using brand power and image
Transfer the “classic” product from the US
Connection between head office in the US and the country
Franchise management system and standardized manual
STP analysis