customer and company
WHY MISSHA? I’M MISSHA
‘Me-too’ Marketing
Concept : reasonable price & high quality
Same or better quality in low price than luxury brand’s cosmetics
Appealing tocustomers : ‘function’ not ‘sensibility’
Blind test between MISSHA’s cosmetics and luxury brand’s cosmetics
⇒ Result : MISSHA’S cosmetics quality ismore
Giving satisfact
ofthe product. As the company was acquired by LG Household and Health Care, the second largest cosmetic brand, The Face Shop can get some competitive advantages by using the technique of LG. With these actions, The Face Shop can construct better relationship with its customers.
Another recommendation which we make toThe Face Shop in order to maintain its competitiveness isto build a strong br
and so on. Andthen we are going to devise new marketing strategy for Missha.
Ⅱ. Situation Analysis
1. Company Analysis
1) Beginning & now
TheMissha's origins lie in the internet site Beautynet, which was created in the year 2000. The two‐way communication with thecustomers was the driving force behind our improvement. Missha was a brand that was true tothe nature ofthe int
ofthe purchase- Low price with fair quality, trend, and product design are the main factors that affect the purchase.
Lifestyle- these days consumers are pursuing more diverse and new products. And compared tothe past % of teenagers purchasing make-up products continuously has grown.
To build an internet Community focusing on women
To build strong Communication with beautynet members
to people the image of men´s toiletries.
③They have many product line.
- many product line like whitening care, oil skin & trouble skin care, moisturizing care, anti-aging care, etc. help customers can choice thetoiletries suitable for their skin.
④They have more recognition than other brand.
- more brand recognition than clarinsmen, clinique, labseries, zirh, etc.
⑤Price is about