LANEIGE girlBrand Loyalty Strategy Project
Girls MarketingAmore Pacific Laneige-girl1
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Co n t e n t s01_Laneige-girl S.E.T factors 02_New Product Opportunity 03_Research Question 04_Research 1) Secondary Data Analysis 2) Focus Group Interview 3) 1:1 Interview 4) Projective Technique 05_Brand Strategy 1) Brand Image Map 2) Brand 4P Strategy 06_ConclusionAmore Pacific Laneige-girl2
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Laneige-girl : S.E.T factors
Economic Factor
Social Factor
Product Opportunity Gap
Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl3
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01_Social Factor
-10~20 (1)
Laneige-girl Target Segment 18-22
Trend 1
.
1%
.80
2%
.Well-Being Trend21 1 6 .1 9 .3 7 .5 1 5 .9
50.7 48.5 41.1 38.3 35.1 43.6
40 35 30 25 20 15
60
25
40
20
10 5
5 .1
0 13_ 18 19-29 30-39 40-49 50-59
0 / / / / / /
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01_Social Factor350
-10~20 (2)
. 10~2030 2 4 .6 1 8 .8 1 9 .4 1 1 .410 0 13_ 18 19-29 30-39 40-49 50-59
460 50 40 30 20 10 0
. 38 3 2 .4 2 9 .1 2 6 .7
4 0 .240 30 20
4 8 .4
4 7 .3
%
5
/ . !!80
6
%
13_ 18
19-29
30-39
40-49
50-59
. !!31 26.7 20.9 19.2
50
44.2 38.8
6 2 .260
6 7 .9
6 8 .5 5 8 .540
5 4 .5 4 0 .9
30
40
2020
10
0
0
%
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5
%
13_ 18
19-29
30-39
40-49
50-59
1 3 _1 8
1 9 -2 9
3 0 -3 9
4 0 -4 9
5 0 -5 9
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01_ Social Factor
New Marketing Trend(1)
Trend 2
.
1
Producer + Consumer Pro-sumer
C Generation : Concept made by consumer
2
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01_ Social Factor
New Marketing Trend(2)
Trend 2
Fun .1Sachet Marketing
2Funology = Fun + Technology
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01_ Social FactorPop up-Retail
New Marketing Trend(3)
3
4Experience Marketing
5Tryvertising
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Laneige-girl : S.E.T factors
Economic Factor
Social Factor
Product Opportunity Gap
Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl9
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02_ Economic Factor 1IMF
: , 2003 3% : , 0%
2,30
2
20 780 9000 10% (2004 4 ) 382 5000 19.2% 73 6000 20 2001 16.7%, 2002 18.5%, 2003 19.7% 00.12 10 0.27 01.12 1.2 02.12 0.6503.12
(%)
0.45
(0.1)
2030 40
26.765.5 115.9 208.4
40.870.4 132.6 245.0
48.875.9 138.2 263.6
73.1113.3 185.2 372.0
(19.7)(30.4) (49.8) (100)
( : )
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02_ Economic Factor 3
& 2,3
4
() : 2003 129
: 2004 2003 16% 1000 : 2000 1300 2004 760 : 2004 6
2004 1114 : 2004 1000
3000
3%
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Laneige-girl : S.E.T factors
Economic Factor
Social Factor
Product Opportunity Gap
Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl12
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03_ Technological Factor 1 ,
Skin Care
,
2
Best 10 2004 10 2000 3 10
(ILAC) ,
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Laneige-girl : S.E.T factors
!Economic Factor2,30
Social Factor
Product Opportunity Gap
10
Technology Factor Skin Care ( )
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Research Question
Laneige-girl S.E.T Trend 1. Target 2. Target
, Target 1. 2. Brand Satisfaction Loyalty .Amore Pacific Laneige-girl15
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Research Process Objective & Methodology 1) 2) 10 & 3)
2 - Naver : Key Word -
10 20 1) & 2) 3)
Focus Group Interview- 2 6 VS. H 2 5 - Semi-Structured Interview - , ()
10 1) 2) 3) 4) & Mind Mapping
1:1 depth-Interview- 10 3 - 3 1, 2 2 - Semi-structured Interview - Projective Technique 16
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1) Secondary data Analysis Methodology : 2005 5 21~2004 4 20 1) Naver : 2) : :
25%
24%:
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6%
4%
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4%
9% 3% 4%
9%
,
12%17
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1) Secondary data Analysis LANEIGE-girl Brand1 () : Cannibalization
2 :
4 : =
310 (Ex. ) : 10
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1) Secondary data Analysis Positioning map1 .2 , () 3 40
.
30
20 10
Amore PacificAmore Pacific Laneige-girl19
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1) Secondary data Analysis Positioning map Mind ()
Amore Pacific40
30
20
10
3 .2 . 1Amore Pacific Laneige-girl
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1) Secondary data Analysis 10 & (1)
&
10
( )
, But
!!
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1) Secondary data Analysis
:
: ,
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2) Focus Group Interview Methodology
FOCUS GORUP INTERVIEW: Target 18~22 :
F.G.I.
But, ? , - Marketing Mix .
Goal: Laneige-girl Target Market .- 10 20 Group Interview : - Laneige-girl K 2 4, 2 . H 2 .
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2) Focus Group Interview vs.
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5 5! , !
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/ !
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2) Focus Group Interview (1) 10 20 !! 5 .. . 1~2 .
10 20 . . . ! ~ ~! . . ! .
10() 20() .Amore Pacific Laneige-girl25
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2) Focus Group Interview (2) LANEIGE-girl Target 10!! . . 10 No! ~! ~!
. .
:
10 . 10 . .Amore Pacific Laneige-girl26
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3) 1:1 Interview Research Methodology(1) PROFILE16 3 15 2
18 2 17 1
18 2 13 6
-
, 1 , 2
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08_ 1:1 Interview Research Methodology(2) - ? - ? - ? - ? - ?
- - ? - ? - - & ?
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3) 1:1 Interview Research Result 1 : . . . . . .
. , . ~ .
2
() : . . .. . . .. .. (
) . . ? ? ~
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3) 1:1 Interview Research Result 3 () : ., . . . . . .
.. . . 10 ~ . () .. ~ . ~
4
() ?. . . . ~ . .. . .. . . . 5 .:
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3) 1:1 Interview Research Result 5 : . . . .. . .. .. . ( ) . . . ~
6
,
. .. .. . . .. . . .. . .. . (). , ~ ! .. , ? . .
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4) Projective Technique
Picture Sorting (10 )
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05_Brand Strategy 1) New Brand Image
10 Brand Concept !!Amore Pacific Laneige-girl34
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05_ Brand Strategy 4P Strategy (Product)
Package
LANEIGE-girl Product
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10_ Brand Strategy 4P (Product)
1: 10 1Product for only teenagers (10 ) ( ) (e.g. )
- 10 : Concept!!
- (esp. ) 10 = !! Line , Product Line
2
10
- Powder type Cream type -
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10_ Brand Strategy 4P (Product)
2: 1Sachet Marketing: Package
- 10 - 10 ( ) - - , ,
2
Funology: !! ~
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- Stilla Bloom design Amore Pacific Laneige-girl
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10_ Brand Strategy 4P (Product)
3: 1
- - & ! - 10
