목차
1.0 Executive Summary
2.0 Introduction
3.0 Current
Marketing
3.1 Market Analysis
3.2 Competitor Analysis
3. 2.1 Direct
competitors
3.2.2 Indirect competitors
3.3 Consumer Segmentation &
Targeting
4.0 SWOT Analysis
5.0 Objectives and Issues
6.0 Marketing
Strategy
6.1 Product
6.1.1 In-depth product description
6.1.2
Positioning including positioning map (Price * Long-lasting map)
6.1.3
Differentiation & unique selling proposition of the product
6.1.4
Branding, Packaging
6.1.5 Product Strategy
6.2 Pricing
6.2.1
Price
6.2.2 Pricing strategy (Cost-based, Penetration, Skimming etc)
6.3
Distribution
6.4 Promotion
7.0 Implementation
8.0 List of
References
본문
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 an exclusive remover when removed. Our
biggest competitors would be some luxury cosmetic brands that have already
launched lipsticks of such concept, and our indirect competitor is beauty salons
where semi-permanent lip make-up surgery is available. Our product has more
promising competitiveness as ours has lower price with high efficiency, compared
to the luxury brands such as Dior. Also, the semi-permanent lip make-up surgery
may be convenient but makes it hard for the customers to change the color of
their lips easily on a daily basis. The product will come in many different
colors, considering our target customers will range from college students to
female professionals. The size of the lipstick would be of normal size, 6cm*1.2,
and much emphasis will be put on the simple, crystal packaging of the product,
with the company’s logo on its transparent surface. The product should be priced
at 15,000 won. In terms of choosing the right distribution channel, we came to
the conclusion that the company should set up its own stores of its brand
uniquely for the maintenance of its good reputation.
본문내용
ing
3.1
Market Analysis
3.2 Competitor Analysis
3. 2.1 Direct competitors
3.2.2
Indirect competitors
3.3 Consumer Segmentation & Targeting
4.0 SWOT
Analysis
5.0 Objectives and Issues
6.0 Marketing Strategy
6.1
Product
6.1.1 In-depth product description
6.1.2 Positioning including
positioning map (Price * Long-lasting map)
6.1.3 Differentiation & unique
selling proposition of the product
6.1.4
Bran |
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