1.

2. Korea Fever Movie Food Star & Singer Fashion 3. History of Etude

Etude House Etude House

4. Etude Products

ETUDE 700

5. Powder 6. LIPS 7. Eye Shadow / Eye Liner 8. Brush On 9. Cream 10. Etude Products MoistfulMist Dream On Base Pore Erasing Peach Dream On Pact Dream On Powder Speedy Total Makeup Balm Dream On Foundation 11. TARGET

(Age) 18-28 (GEN Y)

(Sex)

(Occupation) - ,

5,000-15,000

12. TARGET

(Age) 29-40(GEN X)

(Sex)

(Occupation)

15,000-30,000

13.

14.

fever

15. Etude Overall Conceptual Model of Consumer Behavior 16.

Internet

17.

(Perception)

18.

(Perception)

Shop

(Needs)

Intrend

19.

(Motivation)

Packaging

shop

20. ( Attitude)

internet

package

21. Interview Direct to Consumer 22. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 21 4Packaging / 3-4 / Packaging 500 23. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 26 Packaging , , 2-3 / Packaging 1,000 2 ,500 ,Tint 24. Interview Direct to User Etude Etude Etude Etude Promotion ( ) 29 2-3 / 1000-3000 25. 26. 27. 28.

Etude

Package

29. ( Alternatives evaluation )

Etude

(Package)

30.

Etude

Package

31. Price 490 1,000 Cream 590 1,100 Brush On 350 - 700 Eye Shadow / Eye Liner 490 650 Lips 890-1,300Powder ( ) 32. PLACE

,

Stand Alone Shop

ETUDE HOUSE

33. 34. PROMOTION

(ETUDE HOUSE) (ETUDE VIP Girl Collection)

Stand Alone Shop

35. PROMOTION

- , - , -

36.

5ETUDEHOUSE20-50 % 70%Stand alone Shops

PROMOTION 37. (Unmet needs)

Value added

Lips ,

Tint , Powder

38.

• shop

39. 40.

2 . . . 3 . . . 4 .5 . . . 6 .

1. 2 . . . 3 . . . 4 .5 . . . 6 . 7 . 8 . . . 9 . . . 10 . . . 11 . . . 50141302505014130292 5014130293 5014130294 5014130296 5014130304 5014130311 5014130331 5014130338 5014130342 5014130346 8 15 16 17 18 20 22 24 25 26 27 MMM 8/3