by Group 6Sam 、 Iris 、 Lynn 、 Jery 、Jenny 、 Soso 、 Victoria

Brief Introduction

Tarket Maeket

Marketing Mix

Content

Brief Introduction DHC Corporation Daigaku Honyaku Center(corporate name: DHC Corporation

(株式会社 DHC Kabushiki gaisha DHC))

is a Japanese manufacturer dealing in cosmetics and

health food supplements headquartered in Tokyo, Japan.

It was established in 1972.

Their flagship brand name is "Olive Virgin Oil".

Originally started in Japan as a translation center, DHC Corporation ventured into other enterprises and is now a leading manufacturer of cosmetics, vitamins, healthy foods, and lingerie.

In addition to these ventures, DHC Corporation has an educational and publishing department, hotel and spa, and two aesthetic salons. It is also a minor shareholder in the music chart operator Oricon Inc.

Brief Introduction

Products of DHC DHC 's cleansing, removing and moisturizing products

occupy the leading position in the market.

DHC also has special products for baby and  men to nurse their hair and body.

DHC's make-up products are very fascinating.

Target Market

Targe maket : the target market is the part of the qualified available market (those with the interest, income, access, and qualifications for a particular offer) that the company decides to pursue.

(definnited by Philip Kotler)

The target market of DHC is the urban male and female and college students, who are young as well as fashionable, and have certain consumption ability, such as the company white-collar as well as the authority workers who have a higher lever of education. Besides, they usually tend to pursue the life of high quality , pay attention to the external image and skin maintenance. What’s more, they also pay more attention to those natural skin care products with high efficiency, low add, and low allergy.

Marketing Mix

ProductPricePromotionPlace

Product ( )diversity and image Ⅰ

DHC has hundreds of types of products ,from toner( 爽肤水）， body lotion（乳液）， face cream to hair care products.

They try their best to meet their customers’ needs, according to their different ages, different skin, and different finacial abilities.

They also invite some young and beautiful women stars to advertise for their products and then show their customers the positive image of the company.

( )Product package design Ⅱ

DHC company designs their products in a fresh and natural style, and they want to present their customers a healthy image of their company.So they always use the color of pink,white,or green to convey these information.

( )Product service Ⅲ

1.You can buy their products by many ways ,like telephone ordering, online ordering…

2.They guarantee their products are imported directly from Japan .If customers find any fakes, They can claim the return of goods ,and obtain indemnity (获得赔偿）

3.What’s more ， you can try the sample sack first, and then decide whether to buy it or not .

Thus ， DHC gains good fame across Japan and even all over the world .

Price  price strategy

1)Discount tactics of quantity

2)Seasonal discount

3)Selling of products portfolio

4)Seperating channel and pricing

5)Loss leader pricing

Marketing Mix

Marketing Mix

Promotion 1. Internet Marketing:the application of viral marketing

open up the product's well-known

DHC emphasizes the operation principle "The same quality, lowest price; the same price, highest quality" by the means of advertisement alliance.

2. Experiencing Marketing

raise the customer recognition

DHC applies the theory of experiencing maketing, providing free samples of products for customers.

Marketing Mix

3. Word-of-mouth Marketing

membership system: When there are new products, members can get the corresponding samples according to the level of their total bonus points.

increase consumers' s sense of belonging

4. Multi-channel Marketing

special TV ads: " 800-820-8820 DHC "

hire popular spokesman to improve the brand images

personal selling

Marketing Mix

5. Sales Promotion

reasonable sales frequency

proper price cuts

"This month's best price"

Marketing Mix

Place

DHC products is produced only in Japan, transported to different countries places as Mainland China, Hong Kong, and Taiwan. Yes, mainly in Asia.

Marketing Mix

Marketing of DHC features in Internet Marketing, which features in Experience Marketing .

Benefits:

A) Declines cost.

B) Expands market share in an higher speed.

C) Does good to promotion.