소망화장품 마케팅전략 분석(영문)

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2010.02.11 / 2019.12.24
20페이지 / hwp (아래아한글2002)
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1,700원

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목차: 1. Introduction of Somang cosmetic
1.1 Reason of our brand selection
1.2 Detail introduction of Somang cosmetic

2. Marketing strategy of Somang cosmetic
2.1 Survey of Somang Brands' recognition
2.2 Interview with Somang cosmetic's employee
2.3 Somang cosmetic's Strategy

3. Marketing strategy of
Somang cosmetics' each brands
2.1 Beauty credit
2.2 꽃을 든 남자
2.3 다나한

4. Our suggestion

▣ Reference

본문내용: 1.2.4 Formation of Somang management

- Beauty Department
Beauty Department have contributed to Somang cosmetics' growth from when the company established to now. In the early days, Somang Cosmetics started selling the beauty materials and they have been growed.

- Market business department (core of business)
This Department try to produce its products in every restore. They could grow by the three differentiation strategy. First one is "brand", second "advertising and model" , last "marketing". When every company's have used english brand name, at the time this company, made Korean brand name. Another their big strategy is they hired big model in their advertising such as "Kim Hye Su" ,"Ahn Jeong Hwan".

- Mart business department (core of new circulation)
This department is recently established to conquer the mass market in 2000. This department is trying to produce its products as lower price, higher quality based on the customer's life style.

- Special sales business department (the leader of niche market)
This department is trying to produce its products anywhere, anyplace. Especially, they have produced the products in the company, spa, sauna, and golf links. This department effort to access to the customer with various products in various places.

- Abroad business department (pioneer of global market)
This department take charge of exportation into China, Southeast Africa, Europe. This department have sells the products to Korean in Abroad, now they trying to access to the natives.
2. Marketing strategy of Somang cosmetic
2.1 Survey of Somang Brands' recognition
<Picture2. Result of Recognition Survey>

- The reason of this recognition investigate
We conducted the survey because we wanted to know which brand that belongs to somang is the most famous one. And whether it affected the brand image or the popularity of somang. And we had to know what marketing strategy of somang was well accepted.

- The way of investigating
We conducted our survey on 10/19~ 10/30 during 2 days in the students' hall. We prepared stickers that the students will attach on the board. And there had to be enough time to get answer from the students. So we conducted our survey along two days.

- The object of investigating
We chose our consumer as dongguk university students. Because we can get our result from them easily. And university students are usually important potential consumers to company because especially women students are main consumers of cosmetic company.

- The result of investigating
It turned out that the brand, 'Man holding flowers', is the most famous brand of So-mang and the rest of three had almost same popularity. In conclusion, we noticed that So-mang should improve the image and the popularity of rest three brands through focusing on the marketing strategy of '꽃을 든 남자'

<Picture3. Resulf of Online recognition survey >

- We put it to the vote the Somang product's awareness at Naver cafe that is the most popular site about cosmetic. There are four brands of Somang 꽃을 든 남자, 케라틴, 에소르, and 다나한. Thirty-three people were participating this survay. The result is 꽃을 든 남자 has the most selected brand, having 75%. And the 다나한 and 케라틴 have 9% of vote and 에소르 has 6%. So many people burst upon 꽃을 든 남자 at first when think about Somang Cosmetic. And some people said about the company's brands like that :
<Picture4. Participations' Opinion of online recognition survey>

2.2 Interview with Somang cosmetic's employee

- The reason of Interview
We conducted the interview because we wanted to know about the company's strategy more detail. And we try to get a lot of information about somang company, but it is very hard to get some special information about their strategy. So we want to interview with the company's employee who work in marketing department.

- The way of interview
We conducted our interview November 21, 2009 and Cafe front of somang cosmetic. In interview, we shooting interview process by using 6mm camera. And we progress interview through question that we already sent her, and answer that she prepared. The department had a meeting at the day, so we had to as fast as possible finish our interview.

- The object of interview
We interview with Go kyung sook who work in somang cosmetic company's marketing department. She have worked in almost 5years in this department, and

참고문헌: -site
http://www.somangcos.co.kr/
http://www.somangcos.co.kr/company/intro.asp
http://www.beautycredit.co.kr/beautycredit/introduce.asp
http://www.beautycredit.co.kr/beautycredit/vipClub.asp
http://www.danahan.co.kr/danahan/story/story.asp
http://www.danahan.co.kr/danahan/event/event/list.asp
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=102&oid=003&aid=0002976328 [소망화장품, '꽃을 든 남자' 7년 연속 브랜드파워 1위]
http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=011&aid=0000066113[소망화장품 등 브랜드숍 경쟁에 뛰어든 회사]
http://article.joins.com/article/article.asp?Total_ID=3725521[남성화장품시장 확대]
http://efn.edaily.co.kr/Brandnews/NewsTotalRead.asp?sub_cd=DJ&newsid=01672806589760096[소망화장품, '일본 우체국 입점']
http://www.newsprime.co.kr/news/articleView.html?idxno=87847[ 가장 효율성 높은 광고,다나한 효용고]
http://blog.naver.com/jiparka?Redirect=Log&logNo=20053673810
http://blog.naver.com/alswo710?Redirect=Log&logNo=40069997522
http://blog.naver.com/rogertyler?Redirect=Log&logNo=30002279586
http://blog.naver.com/bmkj?Redirect=Log&logNo=90034977294
http://www.youtube.com/watch?v=KrOXIw5-ams
http://video.nate.com/clip/view?video_seq=207570889
http://video.nate.com/clip/view?video_seq=209558486

-book
이학만, 돈 안드는 마케팅, 한스 컨텐츠
이연수, 트렌드 in 마케팅, 새빛 에듀넷
Gary Armstrong & Philip Kotler, MARKETING, Pearson Prentice Hall

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