미샤의 마케팅 전략 분석

미샤의 마케팅 전략 분석

미샤의 마케팅 전략 분석.pptx

목차 1. Introduction 2. Causes of MiSSHA's slump 3. 'Me-too' Marketing 4. Successful Factors 5. SWOT & 4P 6. Future direction 본문 Cosmetic company Launching different products Low cost cosmetic compared with others Online-Service Only Surprisingly Low Cost Products Compared with Others Producsts Positioning Focusing on its motto - Cometic is not 'luxury item' but 'daily necessity' Taking Advantage Owing to Emergence of Online Culture Expanded Business to Offline Markets Organized a Functioning Shop Sturucture - Square Contacted with Customers Through Online&Offline So as to Recognize Needs of Young Ladies No differentiation except its low-price marketing Every company imitates same strategy THE FACE SHOP SKIN FOOD ETUDE HOUSE 'Me-too' Marketing Imitating name, design and function of product that succeed in the market Expands market size → Profitable for customer and company WHY MISSHA? I'M MISSHA 'Me-too' Marketing Concept : reasonable price & high quality Same or better quality in low price than luxury brand's cosmetics Appealing to customers : 'function' not 'sensibility' Blind test between MISSHA's cosmetics and luxury brand's cosmetics ⇒ Result : MISSHA'S cosmetics quality is more Giving satisfaction to customers through low price and high quality Increasing sales in short-term → Because this marketing is interlinked with recession 키워드 quality