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

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.

“Natural benefits from JEJU island”

contents ● Introduction

● SWOT analysis

● Market environment in Vietnam

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.

● Low and middle

price but it is still expensive for low class

●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

●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

SWOT Analysis

• 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

Environment

in Vietnam

Marketing

Environme

nt in

Vietnam

Competitive environment in Vietnam

Company Products Location

The Face Shop Skin cares,

Make-up, Cosmetics

cosmetics

Price:

• Low to middle price

• Affordable cosmetics for female from 20 -29

• Packaging:

• Fresh outlook and simple

• Friendly with nature

LEE MIN HO

SONG HYE KYO

YOON A

WANNA ONE

THANK YOU!