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KMID : 0604520060320040269
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Journal of the Society of Cosmetic Scientists of Korea
2006 Volume.32 No. 4 p.269 ~ p.282
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A Study on Marketing Strategy of Domestic Cosmetics
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Kim Ju Duck
Kim Ji-Young
Kim Seon-Hee
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Abstract
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In this study, we tried to scrutinize the status and problems of domestic cosmetics industry. On the basis of theoretical study, we examined the strategic marketing skill and tactics of foreign products to devise a strategy for domestic cosmetics with the help of marketing mix of foreign competitors: so to say 4 Ps. The core of the empirical research is hereby the effect of consumers’’ behavior. The conclusion of the research can be summarized as following: the most important problem of domestic cosmetics industry is the poor brand power. It has been confirmed that the consumer needs are various and dynamic. Analysis of 4 Ps of marketing factors of foreign goods shows this very clearly. Consumers tend to rely upon the brand name of the product rather than the quality, when they don’’t have enough information or knowledge on the product. This conclusion teaches us to make an effective strategy of marketing. It is brand power and brand cultivating. This study may give domestic marketers a motive to predict the future and succeed in existence and prosperity.
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KEYWORD
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cosmetics, marketing factors, band power, 4Ps (Product, Price, Place, Promotion)
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FullTexts / Linksout information
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Listed journal information
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