Chiến lược Marketing của mỹ phẩm Innisfree (Marketing Căn Bản)

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Ngày đăng: 12/03/2019, 13:58

Bài thuyết trình về chiến lược Marketing của hãng mỹ phẩm Innisfree Hàn Quốc.Innisfree là một thương hiệu mỹ phẩm chiết xuất từ thiên nhiên thuộc thuộc Tập đoàn mỹ phẩm AmorePacific của Hàn Quốc,1 được thành lập vào năm 2000.2 Tên gọi của thương hiệu có nguồn gốc từ bài thơ The Lake Isle of Innisfree của nhà thơ W. B. Yeats người Ailen. Innisfree “Natural benefits from JEJU island” contents ● Introduction ● SWOT analysis ● Market environment in Vietnam Company Backgrou nd  Innisfree is Korea’s first natural comestic brand that delivers our customers with the beauty and health benefits derived from it’s natural ingredients are sourced from Jeju island by low and middle price  It’s a naturalistic brand that practices eco-friendly green life to protect its health  The first store in Vietnam was opened in November 2016 and 2017 SWOT Analysis STRONG ●Low and middle price ●Use of Ecofriendly campaigns ●Organic ingredients ●Recycle containers WEAKNESS ●Low recognition of brand ●Low and middle price but it is still expensive for low class SWOT Analysis OPPORTUNITIES ● Foreign brand cosmetics account for 90% and the domestic one is only 10% ● Use of “Korean wave” to increase the brand awareness and customer motivation ● New cosmetic trend (well- being and organic ingredients) ● Vietnamese people's skin is quite similar to Korean people's skin ● Diverse distribution channels both online and offline SWOT Analysis THREATS ● High power of substitute products with similar functions ● The number of competitors entering Vietnam is increasing because Vietnamese's untapped cosmetic market is so attractive and potential ● There are more and more individual retailers selling cosmetics products online with lower prices Demographics Marketing Environment in Vietnam • • • • • • Vietnam Population: 92.7M Capital City: Hanoi: 7.5M Female: 51% Age: 20 – 29 (26%) Target customer: Age 20 – 29 female Economics • Marketing Environment • in Vietnam Over the past 10 years, cosmetic industry has increased by 10 – 20% total cosmetic sales is about $1B The higgest female population in Vietnam is 20 - 29 their monthly 4.5M - 8M (VND) • Average cost of cosmetic products for a month is 10% their monthly salary • ⇒ Their economic class locates in low class But they are willing to pay for cosmetic Marketing Environme nt in Vietnam Social cultural • Hallyu affects • Glowy skin is a hot trend in Asia • Vietnamese prefers to Korean comestic Competitive environment in Vietnam Company Products The Face Shop Skin cares, Make-up, Cosmetics Etude House Cosmetics Natural Republic Natural cosmetics Skinfood Natural cosmetics Location HCMC, Hanoi LEE MIN HO YOON A WANNA ONE SONG HYE KYO Product Mix: • Body care • Hair care • Application • Make-up products • Skin care for men THANK YOU! ... Demographics Marketing Environment in Vietnam • • • • • • Vietnam Population: 92.7M Capital City: Hanoi: 7.5M Female: 51% Age: 20 – 29 (26%) Target customer: Age 20 – 29 female Economics • Marketing. ..contents ● Introduction ● SWOT analysis ● Market environment in Vietnam Company Backgrou nd  Innisfree is Korea’s first natural comestic brand that delivers our customers with the beauty and... salary • ⇒ Their economic class locates in low class But they are willing to pay for cosmetic Marketing Environme nt in Vietnam Social cultural • Hallyu affects • Glowy skin is a hot trend in
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