Principles of Marketing – Group ProjectClass : 12BSM2Keuka College

Member:

1. Ngô Thị Xuân Uyên2. Phạm Thiên Kim 3. Trần Hồng Đào4. Võ Tùng Thiên Ân 5. Cao Sơn

Content

1. History

2. Segmentation

3. Marketing Strategies

4. Introducing New Product

1. History :

Originated from Korea

_THEFACESHOP is a leading global retail brand in the upper value segment offering more than 1000 lavish products ranging from skin care (35%), color cosmetic ( 30%), hair & body care ( 25%) to accessories (10%).

_Slogan “Natural story”

_Represents over 1000 high quality products made of 600 natural ingredients such as rice, plants, fruits mineral water and various herbs.

1. History :

TIME PROCESS :• 1962 : Granted a certificate to manufacture cosmetic.

• 2002 : Granted ISO 9001 approval.

• Dec 2003 : + Launch of THEFACESHOP Korea and franchise business.

+ opened 1st THEFACESHOP store at Myeongdong (South Korea)• Jun 2004 : Opened 100th local THEFACESHOP store.

• Nov 2004 : Entered oversea market ( Taiwan , Singapore, Indonesia).

• Dec 2005 : Generated largest sales in brand shop market and 3th in the entire cosmetic industry.

1. History :

• Apr 2006 : Opened 100th store oversea.

• May 2006 : Launch THEFACESHOP in USA.

• Dec 2007 : Recorder more than 200 billion won ( more than 180 millions US dollars) in sale in just 4 years since launch.

• Nov 2008 : Opened 200th sore oversea.

• Jan 2009 : Became subsidiary of LG Household & Health Care.

• Apr 2011 : Launch THEFACESHOP in japan.

• May 2011 : Run more than 900 stores

2. Segmentation:

Demographic

Age: 15-60

Gender: Female, male

Price: 100,000-1,000,000 VND 1USD – 65USD

Income: over 4mil VND Race: Asia

2. Segmentation

Psychographic

Social class: middle class

Lifestyle: Achievers, strivers, experiencers

Personality: Express their personality

2. Segmentation:

Geographic:

360 stores in Korea Many stores and has business presence in 22 countries

around the world, such as Australia, Canada, United States, China, Hong Kong, Malaysia, Indonesia, Singapore, ect.

2. Segmentation:

Behavioral

Occasion:

Regular occasion, holiday ( have promotion – ex: In Christmas New Year, Women Day), seasonal.

Ex: daily makeup, daily skin care, party make up, color and material suit each season.

2. Segmentation:

Benefits: Natural products and high quality Affordable price Convenience: small and portable Clean, comfortable and stylish stores Good customer services

User status: Providing good quality products with reasonable low price in order to afford many segments of customers.

Loyalty status: providing many value to customer and continuously implementing differentiate marketing to attract them.

3. Marketing Strategies:

Responding to the Marketing Environment:

_True to its brand slogan 'Inspired by nature‘

_The brand is built on the appeal of nature ingredients from almost 600 varieties of botanical extracts.

_All products are claimed to have been produced from natural products with no chemicals

3. Marketing Strategies:

Partnership:THE FACE SHOP has recently done a joint marketing campaign with Coca-Cola Korea on Green Tea.

Pricing:_ Market-penetration pricing strategies. _ Offered quality products at a good price.

3. Marketing Strategies:

Sales Promotion

3. Marketing Strategies:

Advertising:

Create many campaigns, TV commercials, Operation web-site.

The company usually invite famous idols, actors and singers, who are loved and well-known by a lot of peopleto their campaigns or advertises.

This action have attracted a huge intention from celebrities' fans and targeted.

3. Marketing Strategies:

Advertising:

3. Marketing Strategies:

Sales Promotion

3. Marketing Strategies

Public Relation:

3. Marketing Strategies:

Product Life-cycle:

Continuously introduce new products

The Rice Water Bright Cleansing Foam in Malaysia

3. Introducing New Product:

Not only women but men also need beauty.

Our company launched lip balm product line for men to meet men's needs.

People often think that men use lipstick will not manly but our products have the characteristics appropriate to both men meet their beauty needs.

4. Introducing New Product:

Characteristics of Product:

Small, compact, convenient

 Elegant design

Main color is black brings strong

There are 2 types: mint and coffee

Bring confidence and attraction of men

4. Introducing New Product:

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