[마케팅] Or.an.Ge & T.A.C 마케팅(영문)

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2010.06.10 / 2019.12.24
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목차: I. Introduction
1. Or.anGe: A marketing consultant firm consisting of five business analysts/ consultants
2. Our customer: Total Appearance Consulting Company (TAC)
- combine fashion, skin, and fitness and provide ‘one-stop for all system’ for appearance.
- target male customers

II. Marketing Environment
1. Economic Environment: growing appearance-related markets
2. Demographic Environment
- men in their 20s spend more money on appearance
- men in their 20s and 30s connect social success with their appearance
- Apgujeong-dong represents the fashion trends of people in their 20s and 30s
3. Cultural Environment
- Prevalence of Lookism in Korea
- New terms have evolved to describe men who explicitly care about their appearance
Ex) Uber-sexual, Metro-sexual, cross-sexual, etc.

III.STP
1. Segmentation: divided customers according to their professions, ages, and financial status.
2. Targeting
- Age: men between 20 and 33
- Location: people living around Apgujeong-dong
- Targeting strategy: combination of differentiated marketing and mass-customized marketing
 Use different marketing channels for different segments, and provided customized services for each customers
3. Positioning
- Positioning statement: “TAC is more convenient than other skin care shops, fitness centers, and fashion shops, because TAC provides total appearance solution at once”
- emphasize convenience, customization, and effectiveness.

IV. Our Customers, Competitors, and Collaborators
1. Customers
- 20~25: university students. High interest in appearance. Sensitive about others’ opinions. Exposed to metrosexual and ubersexual culture.
- 26~33: new employees in companies. Powerful spending ability, but no time to spend money.
2. Competitors and Collaborators
- Despites the existence of many appearance-related companies in the region, no company in the area provides skin care, fitness, and fashion items at once
- Competitors may become collaborators and vice versa.
3. SWOT analysis
- Strength: uniqueness, customized services, convenience
- Weakness: low brand recognition, dependent on collaborators for the supply of goods
- Opportunity: increasing interest of men’s appearance
- Threat: can be easily caught up by new entries

V.4Ps
1. Product: combination of fitness, skin care and fashion.
2. Price: benchmark from our competitors price, and provide lower prices for total services.
3. Place: total center placed in Apgujung-dong and fashion items and cosmetics to be delivered online.
4. Promotion: includes advertisements, campus events, private party, and celebrity invitation.

VI.Conclusion

본문내용: 3. Cultural environment
1) Prevalence of Lookism
- Recently, a plastic surgery and an online recruit company conducted a survey on the importance of appearance to 1,264 people. 98% of the respondents said "Appearance influences the success in the interview," and 94% of interviewers confessed that they consider the appearance of the applicants during the interview.
2) New words for fashionable men
- As an increasing number of men are interested in grooming their appearance, there have been created new words such as ‘metro-sexual, ‘cross-sexual’ and/or ‘uber-sexual’ for males who explicitly and continuously care about their appearance. For men in their 40s and 50s, there is also a new word ‘NOMU-jok’, to refer to the people who want to look good and ‘No More Uncle”.

III. S.T.P Strategy
1. Segmentation
We divided the possible customers according to their profession, age, and financial status. (table 1 of the appendix)

2. Targeting
1) The target customers: male customers aged between 20 and 33 (the second and third segments) living in Apgujung-dong.
2) Targeting strategy: a combination of differentiated marketing and mass-customized marketing through providing different marketing strategies to different age group and customized services for each customer.

3. Positioning
1) Positioning statement: “T.A.C is more convenient than other skin care shops, fitness centers and fashion shops because T.A.C provides total appearance solution at once.”
2) Positioning by benefit
- Convenience: T.A.C provides total solution for your image. You don’t need lots of time for manage your appearance. If you visit our shop; you will be a dandy guy.
- Customization: provide customized solution for each customer
- Effectiveness: “You can change your image only when you change your body, skin, and fashion altogether”.

IV. Studies on our customers, competitors, and collaborators
1. Customers: Analyses on the target customers
Segment Age Profession Characteristics
1 20-25 University students - Especially, freshmen & discharged soldiers are interested in their appearance
- Most of them are tech-savvy, using the Internet and other technological devices on regular bases.
- Because of their lack of social confidence, they have high interests in their appearance and are sensitive about other people’s estimation.
- They could take self-confidence by managing their looks actively
- They are influenced by metrosexual or Mr.Beauty syndromes.
2 26-33 New employees - Period of being employed
- As beginners who start to earn income in society, they have powerful spending ability, but they have barely enough time to do their shopping
- Metrosexual(the single young man with a high disposable income, living or working in the city -because that’s where all the best shops are- is perhaps the most promising consumer market of the decade.), Mr.Beauty, Ubersexual etc.
- Trading-up phenomenon – spending patterns that they have willing to pay highly for specific product.
2. Competitor & Collaborator: companies related to fashion, skin care, and/or fitness, operating in the Apgujeong-dong area.
1) Hyundai department store service
- Providing VVIP customers who visit the store with fashion advice service.
- People who are not in the VVIP membership cannot be provided these services.
2) Love Body (Nae-mom-ae-ja-yeon-in) (http://cafe.daum.net/love-body

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