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Title:

6?? ??? ????? B? S

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Title: CRM PoV Slides Author: CRM Line of Business Last modified by: heekwon Created Date: 10/4/1999 9:58:47 PM Document presentation format: – PowerPoint PPT presentation

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Title: 6?? ??? ????? B? S


1
6?? ??? ?????B? S R?
??? ??? ??? ??? ???
2
? ?
1
3
2
4
I. ??? ?? ??
???? ??? ??
??? ??? ?? ????? ?? ??? ????? ?? ??? ??? ????, ??
??? ?? RD, ?? ??? ????, ??? ?????? ?? ?? ??? ??
?? Positioning? ? ??? ?? ???.
??? ???? ???/??? ??? ???? ??
??? ?? ?? Positioning
(?? ??? ??? ??? ????, 2002? 9?, ?????????)
5
???? ?? ??? ??? ??
I. ??? ?? ??
?? ??? ??? 60?? ??? ??? ?? ?, 70??? ?? ???, 80???
?? ?? ? ?? ??, 90??? ??? ?? ?? ??? ?? 2000???? ??
???? ?? ??, ??? ??? ? ?? ??? ??? ??? ??? ???? ??.
?? ??
??
  • ??? ?? ???? ?? ??? ??
  • ?? ??? ????, ???? ?

?????
  • ?? ??? ?? ?? ??
  • ?????? ????? ?? ??

??? (1970??)
??? (1980??)
  • ???? ?? ??
  • 1983? ?? ?? ??

??? ??? (1990??)
  • ????? ?? ?? ?? ? ?? ???, ??, ??, ?? ??? ??? ???
  • ??? ? ?? ???
  • ??? ??? ?? ??, ???? ??? ??
  • ?????? ?? ?? ?? ?? ? ?? ??? ??

2000?? ??
(?? ??? ??? ??? ????, 2002? 9?, ?????????)
6
?? ????(2001? ??)
I. ??? ?? ??
??? ?? ??? ?????? ???? ???? 65 ??? ????, ?????
???, LG?? ??, ???? ? Big3? ??? ?? ??? ????, ???
45? ??? ????? ???? ??
Total Market (3??)
??? (30.1)
???
???
?? ???
?? ???? ?? ??? ?? ??, ?????? ??? ??. ??? ?? ????
???
????
???
?????
??
?? ???
???
30?? ??? ???? ??? ?? ??? ??. ???? ?? ???? ??
Premium Positioning
LG???? (17.2)
????
???
??
??? ???
????, ? ?
Established Group? Target?? ??, ??? ???? ???? ???
???
???? (6.4)
???
????
(?? ?????????/ ?? Cosmetic Marketing News(CMN))
7
???? ?? ??
I. ??? ?? ??
20? ???? ? ?? ???? ???? ???? ???, 30? ??? ?????
Intellectual? Feminine ??? ?? ???? Positioning ??
??. ?????? ?? ?? ????? ???? ???? ???? ??? ??? ???
??
20?
30?
40?
????
????
Intellectual Status
????
????
Trendy Active
???
20? ?? ?? ?????
???
????
???
??
Feminine Comfort
???
??
?? ?? ?? ???? ??
(?? ?? Cosmetic Marketing News, ???)
8
????? ?????
I. ??? ?? ??
??????? ???? ?? ? ???? ??? ?? ? ??? ?? ?? ??,
???? ???? ???, ????? ???? ???, ??? ?????, ???? ??
??? ??? ??? ?? ??
  • 2002?? ?? ???? ?????? 35? ??.

(?? ?? Cosmetic Marketing News, 2003/1)
9
8
10
II. ??? Refresh ?? ? ??
??? Brand ????
???? 90?? ??, ?????? ????? ????? ???? ?? ??? ????
?? ?????, ?? ???? ??? ?? ???? ??? ?? ?? ?? ??????
??? ??? ???, 2000??? ?? ???? ???? Everyday New
Face?? ???? ?? ??? ???? ??
?? ??
??
1?? (94. 9)
???? ??? ???
  • ?? ??? ??/??????? ?? ??? ?? ? ??? ?? ? ?? ?? ??

2?? (95. 9)
  • 1? Advance ???? ??? ???
  • ?? No.1?? ??? ???? ???

???? ?? ??
  • Long-run Brand??? ?? ??? ?? ??
  • ? ?? Concept ?? ??
  • ???? ??? Image?? ??

3?? (97. 9)
  • ?? ??? ???? Image ??
  • ??? ??? ??? ??? ?? ??? ??
  • ? ?????? ??

4?? (2000. 2)
Everyday New Face
  • ??? ???? ???? ?? ??
  • ??? ?? Segment ??? ?? ??? ?? Natural?
  • ???? Happy(??? ??? ??) ??? ??

5?? (2002. 6)
(?? ?????? ?? ??? ??? ????, ???, 2001 / ??? AD
??, ???, 2002)
11
II. ??? Refresh ?? ? ??
4?? ?? ??? ?? ??? ???
Why? 90??? ??? ??? ??? ??/ ??? ?? ??? ??
? Brand Refresh Image ???? How? Main
Marketing Program ? ?? ??? ??
??? ??
  • ??? ??? ???
  • ???? ???? ??? ??? ??

Consumer Trends
  • 5??? ? ??? ???? ?
  • ??? ??? ??? ??
  • ?? ??? ??? ?

??? Brand ??
  • ??? ???? ??
  • ??? ??? ???

(?? ?????? ?? ??? ??? ????, ???, 2001)
12
II. ??? Refresh ?? ? ??
4?? Main Marketing Program ?????
Concept ??
?? ??
??? ??? ?? ?? ??
Everyday New Face-LANEIGE ????? ??? ?? ?
??? ?
  • New Concept/ Image Search
  • ????? ?? (Prof. Shimitz)
  • Experience Provider ??

Experience Provider ??
??,?, ???, ???
????? ??? ??/ ???? ??? ???? (????,??
??,????,????? ?)
13
II. ??? Refresh ?? ? ??
4?? ???/??? Image ?? (2001? ??)
MODEL
USER
PRODUCT
AD.
  • ????? ??? ??? ?? ??? ??? ??? ?? ???
  • Everyday New Face ??? ?? Image
  • ???? ???? ??/????

???? ??? ? ?? ?? ???? ??? ??
??? ?? ???? ? ???
???
??? ??? ??
  • ????? ????? ??? ??? ??? ??? ??? ??? ?? ?
    ??? ??? ??? ?? ???? ?? ???? ?? ??

?? ??
??? ?? ????? ?????
??? ?????
???? ??? ???
  • ?? ???? ??? ?? ?? ??? ???? ???, ??? ???
  • ??? ?? ?? ?? ?? ? ??? ??? ??? ??? ??? ?? ??
    ??? ?? ????? ???

??? ??? ? ??
???
??? ??? ???
?? 20? ??
(?? ??? AD ??, ???, 2002)
14
13
15
III. 5?? ???? ????
5?? ??? Refresh ??
Refresh? ????
Concept ??
  • ???/??? ???? Image
  • 20? ?? ?? Target ??
  • ??? ?? ? ??? ???? ??
  • Niche Brand? ?? Mega Brand? ??
  • ??? ?? ????? ??? ??? ??

??? ??? Happy ??? ??? ?? ???? ???(Active),
???(Trendy), ???(Natural Health)
????? Character ??? ???? ????? ?? ?? ??? ??
(?? ??? AD ??, ???, 2002)
16
III. 5?? ???? ????
5?? Targeting
  • ??? ?? ???? ??
  • ??? ???? 25?? ??? ???? ???
    ???? ??? ?? ???? ??
  • ?? ???? 22?32? (???? 2427?)
  • - ???? ?? ??? ?? ?
    ?? ???

22?
32?
25?
Function category (26?)
Fashion category (24?)
? ???? ?? Key Finding
???? ?? ??? ????
???? ??? ???? ??? ???? ??? ??? ??? ??? ??? ??
??? ?? ??? ????? ???? ????? ?? ?? ??? ???? ??? ??? ??? ??? ??? ?? ?? ????? ????? ??
(?? ??? AD ??, ???, 2002)
17
III. 5?? ???? ????
5?? Positioning
??? ?? Healthy Happy
????? ??? 5-Sense Happy
???? ???? ??? Trendy Happy
Brand Essence Happiness
Happy ???? Healthy, Active
???? Trendy, Stylish
???? ????? ???? ?? ???? ???

? ????, ?????? ??? ??? ??? ???
???? ??? ??? ??? ???? ?? ???? ????? ?????? ???
???? ?? ????
??, ?? Pricing, ??? ???? Total Cosmetic Brand
(?? ??? AD ??, ???, 2002)
18
III. 5?? ???? ????
5?? ?? ? Promotion ??
?? ???? ??? ???? ??? ????
??? Happiness Happiness Happiness
??? Everyday New Face Everyday New Face Everyday New Face
???? ??? ?? ??? ?? ??? ??
?? LANEIGE LANEIGE LANEIGE
?? ?? ? ? ? ? ? ? ? ? ?
?????? ???? ???? My Fitting Make-Up My Fitting Make-Up
??? ???? ??? ?? ???? ??? ?? ???? ???? ??
??? Water Light Style
?? ??? ?? ?? ? ?? ?? ?? ? ?? ??? ???
(?? ??? AD ??, ???, 2002)
19
III. 5?? ???? ????
45?? ??? Refresh ??
2001? ??? BPI ??
2003? ??? BPI??
?? BEI BEI BEI ??? ???
?? ?? ?? ?? ??? ???
2000? 1.18 1.61 2.15 15.7 17.7
2001? 2.30 2.21 2.50 17.9 19.8
  • 2003? 12? ??? ?????? ??? ?? ????? ?????(K-BPI)
    ??? ????? ?? 1?
  • (2003? ?? ??, 2? ???? ???,
  • 3? ?????)

(?? ????????? ????)
??? ???? - ???
??? ??? ?? ????
  • 2001 Image Refresh ????? ??,??, ??
  • Everyday New Face? ?? ???? ?? ???? ???? ??? ??
    ?????? ???

??? ????
1,176
  • Empathy, Communication, Impact? ??? ?? ???
    ?????, ? ??? ???? Persuasion ??? ???

(?? ??? AD ??/????? ???)
(?? ??? AD ??, ???, 2002)
20
19
21
IV. ?? ?? ?? ? ??
Issues to be settled
?? ????? 6?? Major Brand? ????, ??? Minor Brand?
???? ??, Marketing Efficiency ???? ???? ??? ????
??. ?? 2002? ?? ???? ??? ??? Category? Brand
Power 1?? ? ?? 2,000?? ???
Brand Portfolio Analysis
??? ?? ?? (3?)
lt???/?? ???gt
lt??? ???gt
?? ??? ?? 2,000?? ??
???
??
High
??????
  • ?? 1,200??? 2? ??

??? BPI 1? ?? ? ??
Market Growth Rate
lt?? ???gt
lt???/?? ???gt
  • 2? ??? ?? ?? ??? ?? ??

???
??
???
Asia Regional Brand ?? ??
Low
Minor Brand ?? ??
???
  • ?? ?? ??? Globalization?? ??

High
Low
Relative Market Share
22
IV. ?? ?? ?? ? ??
?? ??? ??
??? ?????? ???? Sub-Brand? ???? ?? ???? ??? ???
???, ???? ???? Main Brand?? ??? Brand
Portfolio??? ??? Repositioning? ?? ????? ???
????, Brand Identity? ??? ??? ??.
Sub-Brand ???? ?? Marketing Efficiency ??
  • Brand Portfolio ???
  • Brand? Target? ??? ?? ?
  • Product Line ???

Brand Repositioning? ?? Brand Identity ??
  • Brand Portfolio? ???? ?? ??
  • Repositioning?? ? Marketing Mix??

23
IV. ?? ?? ?? ? ??
?? ??
Portfolio ??? ? Repositioning? ?? ???? ?? ?? ??
???? ???? ???? ??? ????? ????? Wait See? ?? ???
???? ?? Channel Extension??, ???? ??? ???? ?? ???
??? ??? Brand Repositioning ? Extension? Option?
?????
option
??? Repositioning
Strategic Direction
Wait See
  • ??? ??? Positioning? ???? ???? ??? Risk? ??
  • Downward
  • ??? ???? ???? ?? ??? ?? ?? ?? ??
  • - ?????? ?? ?? ??? ?? ???? ?? ?? ??
  • (??? ???? ??? ?Premium Level? ?? ???)

Channel Extension
  • Upward
  • ??? ??? ?? Brand Identity? ???
  • - ???? ???? ?? ???? ??? ???? Positioning
  • - ??? Product Benefit??? ?? ???? ?? ? IMC?? ???

Repositioning
  • ??? ???? ??? ?? Brand Image ?? ?? ? ???? ??
  • - ??? ???? ?? ??? ??? ??? ??? ???? ??
  • - ???? ?? ???? ??? ???? Branding
  • (Brand Extension? Line Extension? ??? ??
    Image ?? ??)

Extension
24
IV. ?? ?? ?? ? ??
??1.Channel Extension
??? Marketing Strategy? Program? ???? ?? ?? ???
?? ??? ?? ??? ??? ? ???, ?????? Brand Image ???
?? ?? ?? ?? ??? ?? ?? ???? Positioning ??? New
Brand ??? ??? ??? ???
??? Channel Extension
Potential Risk
  • Sales Reinforcement

Main Goal
Image ??
  • ?? Build-up? Brand Image? ?? ??
  • Low-end Brand?? ??
  • ???? ???? ???
  • ??? ??

?? ??
  • ??? Positioning ??
  • ???? ?? ??? ????
  • ??? ???
  • (The Same for Less)

Positioning
?? Target ?? ??
  • ???? Care?? ?? ??? ?? ??
  • ?? ??? ??
  • ????? ?? ?? ??. Retention? ??
  • New Brand? ??? ??? ??
  • ?? ?? ?? ?? ?? ?
  • ???/???? ?? ?? ??

Marketing Mix
  • ??? ?? ?? ??

?? ??
25
IV. ?? ?? ?? ? ??
??2. Repositioning Strategy
??? Marketing/Promotion Mix? ????, ??? ????
Product Benefit? ??? ? ??? Product Line ?
Communication ??? ???? Upward Positioning? ??? ?
???, ?? ?? ????? Image ??? Risk? ???
Potential Risk
??? Repositioning
  • Product Benefit? ??? ??

Main Goal
Repositioning? ???
  • ?? ???? ??? Brand Position?
  • ??? ???
  • ?? ??? ?? ??? ??
  • Ad. Image? ?? Preference?
  • Product Benefit? ?? ???
  • ???? ??

?? ??
  • Upward Positioning
  • - More for the same? Value
  • Proposition ??

Position? ?? ??
Positioning
  • Repositioning? ?? ??? ??? ???
  • ???, ????? Positioning ??? ??
  • ? ? ??
  • ??? Ad. Campaign? ??
  • ??, PR ?? ?? ?? ???
  • ??? Communication ??

Marketing Mix
  • Brand Preference? ????
  • ???? ???

?? ??
26
IV. ?? ?? ?? ? ??
??3. Extension? ?? Repositioning Strategy
??? ???? ?? ??? ???? ?? ??? ??? Brand? Product
Benefit ??? ??? ?? ???? Brand Extension? ??? ??
?? ??? ??? ??? ???? ??? ??? Image? ???? Synergy
??? ??? ? ??
Product Line
Status
Repositioning
???
???
  • ??????? ???? ??
  • ???? ???? ?? ???
  • ???? ??

?????
  • ?? ???? ?? ?????? ???
  • Positioning ????, Cash Cow? ??

????? (?????)
  • ?? ????? ???
  • ??? ?? 1?
  • 20?? ?? ??? ?? ??

??? ???
Laneige Belle
  • ??? Premium Brand ??
  • Sub-Branding? ?? ??? ???
  • ?? ??
  • ??? ??? ??? ?? ??? ??
  • ?? ??? ??? ??? ?? ??
  • ? ?? Image ?? ??
  • ?? ?? ???? ???
  • ?? ??? ?? Minor Brand ?
  • ??? Premium Brand ??

27
IV. ?? ?? ?? ? ??
?? ?? ??
? ?? ??? Opportunity? Risk? ??? ??, Extension? ??
Brand Portfolio ???? Laneige Repositioning? ??
??? ?? ?? ?? ??? ???? ?? ???
?????
Options
?????
???
Brand Build-up
??
??
(???)
(25)
(25)
(15)
(10)
(25)
(100)
Channel Extension
2 5 4
3 4 5
5 1 3
5 3 4
5 3 4
3.75 3.45 4.10
Repositioning
Extension
  • ?? ??
  • - 34?? ??? ???? ?? ??? ?? ???? 5? ??? ?? ?? ??
  • ???? ??
  • - Brand Build-up ?? ??? ? Repositioning ???
    ??? Image ?? ?? ?? ??
  • - ?? ??? ?? ?? ??? ? ??? ?? ?? ?? ?? ??
    ?? ??
  • - ?? ??? ???? ??? Action Item? ???? ??
    ???
  • - ??? ????? ?? ???? ?? ? ???
    Action Item ??? ??? ?? ?? ??
  • - ?? ???? ??? ?? ?? ??? ????
    ???? ?? ??, ??? ???? ?? ??

28
27
29
Marketing Strategy
V. Proposal
20? ???? Target?? ?? 3? ????? ?? ? Marketing
Strategy? ?? ??? ??? ?
Laneige Belle
???
Laneige
  • Whitening Sun Block
  • Skin care(????), ???
  • Base, Foundation
  • Point (Lip Eye) make-up

Product
  • 2535 ??
  • ???? ?? (2332)
  • 2335 ??
  • 2024??

Target
  • ?? ??? ?? ?Premium
  • ?? ??? ???
  • ???? ??? ???
  • ??? ???? ???
  • ??? ??
  • ?? ?? ???
  • ?? ?? ? ??
  • ?? ??? ???

Positioning
  • 30? Target? Premium
  • Brand ???? 7080
  • ??? ???? ?? (??????? ???
  • ??? ?Premium Line-up ?? ?)
  • ??? ???? ??

Price
  • ???? ??? ???
  • Selective Channel ??
  • ?? ???? ??? ???? Contact Point? ???
  • Intensive Channel ?? ??

Place
  • Rational Appeal
  • New Source ??
  • Rational? Emotional Appeal? ??
  • Emotional Appeal

Promotion
30
Sub-Brand Marketing Strategy
V. Proposal
Targeting Positioning
Marketing Mix
Target
Premium Product? ???? 20?
Product
  • 20? ?? ??? ??? ???
  • ??? Line-up ??
  • Whitening Sun-block? ??
  • ??? ?? (1 Benefit)

???? ???
  • Premium Product?? ?? ? ???? 20? ?? ??
  • Premium Brand?? ?? ??
  • Retention
  • ???/???? Bridging Product

??? ??? ???
Price
  • Upward Positioning? Support??
  • Value-based Pricing ??
  • Competition-base? Price Range?
  • Premium Product? 7080 ??

Positioning
  • 20? ?? ??? ??? ?? ???
  • ??? ???? ???? Brand
  • 20?? 30?, ?? ???? ????
  • ??? ??? Niche Position ??

Place
  • ??? ??? ?? ?? ?? ??
  • Antenna shop ??? ?? ?? ??
  • (ex. ?? ??/??, ??? ?? ?)
  • ???? ??? ?? ? ??? ??
  • Event ?? (Dealers Reception ?)

???
??
High-end
Laneige Belle
Promotion
  • Target?? ??? ??
  • Opinion Leading Group ??

???
Mid-end
???
31
Communication Mix Plan
V. Proposal
??? ??? Extension ??? Advertising??? ???? ????
????, ?? Sub-Brand? ??? Positioning? ?? Sales
Promotion/?? ?? ? Off-line? ??? ????? Laneige
Belle(Sub-Brand)? Laneige?? Image ??? ???. ?? ??
???? ????? ???? Positioning? ?? Promotion Plan?
???
Action Guide
Proposal
  • Laneige Belle
  • - ??? ??? ??
  • - ?Premium ???? ??/ ???? ? ????
  • - ?? ?? ?? ??? ??(?? ????
  • Product Line?? ???)? ??
  • ???? ??? ???/??? ??
  • ??? ?? ???(?Premium???)
  • ??? ??? Naming

Branding
  • 1Benefit?? ? ? ?? Sun-Block???? ???
  • ??? ?? Seasonality ? Situation? ???
  • Creative Copy ??
  • Naming?? ????, ????? ??? ????
  • ?? Belle? ?? ?? ??
  • - ?? ?? ?? ??? ?? ??? ?
  • Target? Reference
    Model? ?
  • Media Mix TV Emotional Appeal ??
  • Print Rational Appeal ??
  • Rational Appeal? Emotional Appeal?
  • ??
  • 1 Benefit? ???? Message ??
  • ???? ??? ??? ?? ? ???
  • ??? ??

Advertising
  • Target Group?? Belle???? ?? Image?
  • Build-up ?? ?? Promotion ?? ??
  • - Summer - Club Med, Winter ???
  • ????? Product Trial ? Sample Give-away
  • Product Benefit? ??? ??
  • ?? ??? Seasonality, Target?
  • Life Style? ??? Access

Sales Promotion
32
Action Time Plan Budget Projection
V. Proposal
Marketing Mix
2003. H2 (???)
2004. Q1 (Launching)
2004. Q2 (Brand Build-up)
  • ????? ?? ??? ?? ? ??
  • Pricing Profitability ??

Product Pricing Branding
  • ??? Monitoring? ??
  • Adaptive Pricing ??
  • ?? ?? ??
  • ?? ???? ??? ??/??
  • Summer
  • Season
  • TVCF
  • Creative ?? ? Model ??

Advertising
  • TVCF ??/Media Buying
  • Launching TVCF ?? ??
  • Print/Direct Ch.? ?? Benefit ??
  • Channel Selection
  • - Antenna Shop ??
  • ???? Monitoring?
  • ?? Evaluation

Place
  • Dealers Reception
  • ?? ?? ?? ? ?? ??
  • Summer Season Consumer
  • Promotion Club Med
  • ?? ??? ?? ?? ???
  • Dealer Promotion

Promotion
  • Winter Season Consumer
  • Promotion - ???

33
V. Proposal
Bibliography
  • Laneige-Happy Project ??? AD ??, ??? ????, 2002
  • ?????? ?? ??? ??? ????, ??? ????, 2001
  • ??????????, 2002? ???? No. 3? ??, 2002
  • ??? ??? ??? ????, ?????????, 2002? 9?
  • ??? ?? ?? ?? Cosmetics Marketing News ????,
    19982003?

34
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