Click here to load reader

2005

  • View
    20

  • Download
    0

Embed Size (px)

Text of 2005

LANEIGE girlBrand Loyalty Strategy Project

Girls MarketingAmore Pacific Laneige-girl1

, , , ,

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

, ,

Laneige-girl : S.E.T factors

Economic Factor

Social Factor

Product Opportunity Gap

Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl3

, ,

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 / / / / / /

Amore Pacific Laneige-girl

4

, ,

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

%

Amore Pacific Laneige-girl

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

, ,

01_ Social Factor

New Marketing Trend(1)

Trend 2

.

1

Producer + Consumer Pro-sumer

C Generation : Concept made by consumer

2

Amore Pacific Laneige-girl

6

, ,

01_ Social Factor

New Marketing Trend(2)

Trend 2

Fun .1Sachet Marketing

2Funology = Fun + Technology

Amore Pacific Laneige-girl

7

, ,

01_ Social FactorPop up-Retail

New Marketing Trend(3)

3

4Experience Marketing

5Tryvertising

Amore Pacific Laneige-girl

8

, ,

Laneige-girl : S.E.T factors

Economic Factor

Social Factor

Product Opportunity Gap

Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl9

, ,

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)

( : )

Amore Pacific Laneige-girl

10

, ,

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%

Amore Pacific Laneige-girl

11

, ,

Laneige-girl : S.E.T factors

Economic Factor

Social Factor

Product Opportunity Gap

Technology Factor : Creating Breakthrough ProductsAmore Pacific Laneige-girl12

, ,

03_ Technological Factor 1 ,

Skin Care

,

2

Best 10 2004 10 2000 3 10

(ILAC) ,

Amore Pacific Laneige-girl

13

, ,

Laneige-girl : S.E.T factors

!Economic Factor2,30

Social Factor

Product Opportunity Gap

10

Technology Factor Skin Care ( )

Amore Pacific Laneige-girl

, ,

14

Research Question

Laneige-girl S.E.T Trend 1. Target 2. Target

, Target 1. 2. Brand Satisfaction Loyalty .Amore Pacific Laneige-girl15

, ,

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

Amore Pacific Laneige-girl

, ,

1) Secondary data Analysis Methodology : 2005 5 21~2004 4 20 1) Naver : 2) : :

25%

24%:

, , ,

6%

4%

, , , FF, , , , , , ,

4%

9% 3% 4%

9%

,

12%17

Amore Pacific Laneige-girl

, ,

1) Secondary data Analysis LANEIGE-girl Brand1 () : Cannibalization

2 :

4 : =

310 (Ex. ) : 10

Amore Pacific Laneige-girl

18

, ,

1) Secondary data Analysis Positioning map1 .2 , () 3 40

.

30

20 10

Amore PacificAmore Pacific Laneige-girl19

, ,

1) Secondary data Analysis Positioning map Mind ()

Amore Pacific40

30

20

10

3 .2 . 1Amore Pacific Laneige-girl

.20

, ,

1) Secondary data Analysis 10 & (1)

&

10

( )

, But

!!

Amore Pacific Laneige-girl

21

, ,

1) Secondary data Analysis

:

: ,

Amore Pacific Laneige-girl

22

, ,

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 .

Amore Pacific Laneige-girl

23

, ,

2) Focus Group Interview vs.

! !! , , , , , : , x !

5 5! , !

, , ,

/ !

Amore Pacific Laneige-girl

24

, ,

2) Focus Group Interview (1) 10 20 !! 5 .. . 1~2 .

10 20 . . . ! ~ ~! . . ! .

10() 20() .Amore Pacific Laneige-girl25

, ,

2) Focus Group Interview (2) LANEIGE-girl Target 10!! . . 10 No! ~! ~!

. .

:

10 . 10 . .Amore Pacific Laneige-girl26

, ,

3) 1:1 Interview Research Methodology(1) PROFILE16 3 15 2

18 2 17 1

18 2 13 6

-

, 1 , 2

Amore Pacific Laneige-girl

27

, ,

08_ 1:1 Interview Research Methodology(2) - ? - ? - ? - ? - ?

- - ? - ? - - & ?

- ? : , , , , Amore Pacific Laneige-girl28

, ,

3) 1:1 Interview Research Result 1 : . . . . . .

. , . ~ .

2

() : . . .. . . .. .. (

) . . ? ? ~

Amore Pacific Laneige-girl

29

, ,

3) 1:1 Interview Research Result 3 () : ., . . . . . .

.. . . 10 ~ . () .. ~ . ~

4

() ?. . . . ~ . .. . .. . . . 5 .:

Amore Pacific Laneige-girl

30

, ,

3) 1:1 Interview Research Result 5 : . . . .. . .. .. . ( ) . . . ~

6

,

. .. .. . . .. . . .. . .. . (). , ~ ! .. , ? . .

Amore Pacific Laneige-girl

31

, ,

4) Projective Technique

Picture Sorting (10 )

, , , ,

,

, , , , , , , , , , Amore Pacific Laneige-girl32

, ,

v

05_Brand Strategy 1) New Brand Image

10 Brand Concept !!Amore Pacific Laneige-girl34

, ,

05_ Brand Strategy 4P Strategy (Product)

Package

LANEIGE-girl Product

Amore Pacific Laneige-girl

35

, ,

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 -

Amore Pacific Laneige-girl

36

, ,

10_ Brand Strategy 4P (Product)

2: 1Sachet Marketing: Package

- 10 - 10 ( ) - - , ,

2

Funology: !! ~

- ,

- Stilla Bloom design Amore Pacific Laneige-girl

37

, ,

10_ Brand Strategy 4P (Product)

3: 1

- - & ! - 10

Search related