댕기머리 IMC 전략(영문)
- 등록일 / 수정일
- 페이지 / 형식
- 자료평가
- 구매가격
- 2015.01.12 / 2015.01.12
- 9페이지 / docx (MS워드 2007이상)
- 평가한 분이 없습니다. (구매금액의 3%지급)
- 900원
최대 20페이지까지 미리보기 서비스를 제공합니다.
자료평가하면 구매금액의 3%지급!
1
2
3
4
5
6
7
8
9
추천 연관자료
- 목차
-
1. Situation analysis
2. SWOT analysis
3. Market segmentation & Targeting
4. Positioning
5. Communication Concept
6. IMC strategy
- 본문내용
-
1. Situation analysis
Alopecia is the symptom of losing hair abnormally. The number of baldness people is keep growing year and after. Nowadays, domestic baldness population is over 10 million. According to National Health Insurance Corporation’s report 2012, 14% of adult male and 5.6% of adult female are having alopecia. Also, most of alopecia patients are 20s to 30s. Thus, alopecia problem is serious for the rising generation.
However, most people hiding alopecia problem to others because of sense of shame. Therefore, before the medical treatment, they need daily solution for hair loss.The oriental medicine shampoo is developed for these people. When general shampoo cares just scalp and hair and makes silky hair and good scents, oriental medicine shampoo can care scalp, hair and hair root too. So it has utility of preventing hair loss.
Dangimeori is the first brand that forms oriental medicine shampoo category in 1999 and makes overwhelming market-share percentage. Dangimeori was in sharp increase before the new brand Ryu’s launching. Dangimeori is small and medium-sized enterprises, but Ryu is major company’s brand. Even though Dangimeori created new products category, it loss a market share to Ryu rapidly.
Current oriental medicine shampoo market is occupied by Amore pacific’sRyu, LG’s Lien and Doori cosmetic’s Dangimeori. Amore pacific’sRyu is the most popular brand with the amount of purchase as 39.7% until March, 24, 2013. It maintains first place for 4 years in a row. Following that, LG’s Lien takes 2 places and Doori cosmetic’s Dangimeori takes 3 place. Especially, Ryu makes 25.3% of sales in whole domestic shampoo market counting general shampoo category. Also, Rye takes first place of BPI(Brand Power Index) in hair category and became a megabrand.
2. SWOT
(1) Strength
Dangimeori launched in 1999 as pioneering new market which is oriental medicine shampoo. Therefore it is pioneer brand statue and this can be strength of Dangimeori. Also, although Dangimeori is small medium-sized enterprise's product, it contains high rate of oriental medicine components. Therefore, Dangimeori has high product quality than others. And Dangimeori has numerous product families which considered customer's needs, such as oily, dry or normal.
(2) Weakness
Dangimeori brand is launched by Doori cosmetic which is small medium-sized enterprise. So, it remains manual production line and could not cut the cost because of small-scale production. It gives Dangimeori low price competitiveness. Also, Dangimeori lacks of distribution network, while Amorepacific, LG or other major enterprises can use fixed large distribution network.
Dangimeori contains high rate of oriental medicine components and it can be strength of this brand, but this fact can be also weakness because of the strong medicine scent. This unique scent can make customer feel hatred. Also, containing high amount of oriental medicine components didn't verified by clinical demonstration. Therefore, customers can not believe effects of products.
자료평가
-
아직 평가한 내용이 없습니다.
오늘 본 자료
더보기
최근 판매 자료
- 오리온 ORION 마케팅전략(국내,해외)분석과 오리온 제품분석과 오리온 신성장동력분석및 경영분석
- [마케팅] 베스킨라빈스의 서비스 마케팅 성공사례
- [항공, 관광경영, 관광경영학, 호텔경영학]항공예약업무 CRS에 대해서
- [경영학] 대한항공_토파스의_조사_및_성공사례
- [경영정보시스템] 대한항공의 CRS
- 기업분석 - 씨지브이와 롯데시네마
- 롯데시네마 기업분석과 마케팅 SWOT,STP,4P전략분석및 롯데시네마 문제점과 개선전략제안
- [더페이스샵 기업분석] 더페이스샵 성공요인분석 보고서
- 샤넬 CHANEL 기업핵심역량과 샤넬 마케팅 4P,STP,SWOT분석및 샤넬 향후방향제언 PPT
- [광고효과분석] 미샤 브랜드 아이덴티티와 커뮤니케이션전략 수립
저작권 관련 사항 정보 및 게시물 내용의 진실성에 대하여 레포트샵은 보증하지 아니하며, 해당 정보 및 게시물의 저작권과 기타 법적 책임은 자료 등록자에게 있습니다. 위 정보 및 게시물 내용의 불법적 이용, 무단 전재·배포는 금지됩니다. 저작권침해, 명예훼손 등 분쟁요소 발견시 고객센터에 신고해 주시기 바랍니다.