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 본문내용 ng Successful Factors SWOT & 4P Future direction PAGE:4 Introduction PAGE:5 What is MISSHA? Cosmetic company Launching different products Low cost cosmetic compared with others PAGE:6 Existing Cosmetic Market -Red Ocean- Off-line On-line Low Price Comsmetic Market -Blue Ocean- 2000 2001 2002 MISSHA’s early-time marketing PAGE:7 Online-Service Only Surprisingly Low Cost Products Compared