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Marketing Presentation - Innisfree

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by

Ji Hyun Kim

on 17 October 2013

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Transcript of Marketing Presentation - Innisfree

Table of Contents
1. Company Background
4.Maketing Objective
2. Marketing environment in Thailand

1. Company Background

I. Company Background

II. Market Environment in Thailand

III. Competitive environment in Thailand

IV. Marketing Objective

V. Marketing Strategies
Innisfree
to Thailand
Declaration of the 2020 Green Business Roadmap
1. Natural and reliable

2. Ethical consumption

3. Eco-friendly green design

4. Eco-friendly green life

5. Enjoyment for all five senses
S
trengths
W
eakness
O
pportunities
T
hreats
Mission :
Vision :
It shares the benefits of nature from the pristine island of Jeju allowing for vibrant beauty and pursues an eco-friendly green life to preserve the balance of nature
1. Company Background

is Korea's first natural cosmetics brand that delivers our customers with the beauty and health benefits derived from it's natural ingredients by low and middle price.
History
Thailand
Population: 67 million
Capital City: Bangkok
8.6 million
Female: 50.9%
Age 20~29: 19%
2. Marketing environment in Thailand
Demographics
Political
- Since 2010
FTA between Korea and Thailand was established
- Every year tax will decrease by 3%
- Tariff elimination completely at 2017
* Target customers *
Age 20-29 female
competitive price by Tariff elimination
2. Marketing environment in Thailand
Economic
- The highest female population in Thai is 20-29.
Their monthly salary is 312-625 dollars.
- Average cost of cosmetic product for a month is 10% of their monthly salary
Their economic class locates in low class
But they are willing to pay for cosmetic
Social Cultural
2. Marketing environment in Thailand
- Over the past 10 years
cosmetic industry has increased by 10-20%
Now total cosmetic sales is about 1 billion dollor
- K-Wave affect Thai people follow K-Beauty
: develop and commercialize high-quality products, enable customers to purchase products in good faith by
unveiling green promotions, and engage customers to join in the company’s environmental campaigns
to deepen our ties to them and amplify the benefits to the environment.


The Roadmap also establishes
processes to ensure the transparent management of all production processes, from raw materials
sourcing to formulation, sales, service and disposal.
4.Maketing Objective
4.Maketing Objective
5. Marketing Stategies
STP(Segmentation Targeting Positioning)
Segmentation
Targeting
Positioning
- White skin symbolize rich and whitecolor in Thailand
Thai female want to make up like Korean celebrities whose skin is white
New cosmetic industry supporting naturalism image and well-being
Innisfree
Middle class income
20-29 female
Eco-friendly and organic ingredients

low and middle price
- Differentiated shops, products, concept.

- Use of Eco-friendly ingredients

- Recycling container

- Low and middle price
- Low recognition of brand

- High cost for building a road shop

- Low and middle price
but still it is expensive for low class
3. Competitive Environment in Thailand
3. Competitive Environment in Thailand
- New cosmetic trend (well-being and organic ingredients)

- Spotlight of Korean wave and Korean beauty

- Diverse distribution channel both online and offline
- Many competitors with similar brand image(naturalism)

- Difficulties as a last mover in Thailand

- Lack of information and infrastructure for both online
and offline system
5. Marketing Stategies
Marketing
4Ps
1) Price
Innisfree, the pure island where clean nature and healthy beauty coexist in harmony
5. Marketing Stategies
Marketing
4Ps
2) Place
3) Product
1. differentiated water

2. Nature of the energy

3. Carefree fragrance

4. Eco friendly and naturalistic container
5. Marketing Stategies
5. Marketing Stategies
Marketing
4Ps
4Ps
Marketing
4) Promotion
- Broadcast a TV commercial by Korean famous celebrities
Promotion of Green Communication

- ‘My Green Tea Tour’, Planting My Own Green Tea Tree

- Green Christmas 2012

Green Neighborhood Campaign


- Eco-handkerchief Campaign
"Garden of Innisfree" in road shop
for better and special experience
- Making Youtube channel for how to make up
like Korean celebrities
Q & A
1. Self-diagnosis system for skin

2. Testing a sample product after self-diagnosis

3. Guidebook system after using a sample

* Green life style interior and atmosphere*
Offline store(road shop)
- Downtown or main street at Bangkok
- Around campus where many 20's come and go
Online store
- Online official website provides local language service
First,
the cheapest product line of Innisfree to provid for recognition of low and middle priced cosmetic

Second,
arrange our product prices as same as local middle-priced cosmetics to meet local people's needs
Company
Product
Location
Golden File
Aron Cosmo
RIO Pure
Herbaltree
skin care, make up,
cosmetic
Cosmetics
Natural cosmetics
Natural cosmetics
Bangkok
Name
Option
Sale
Profit
Amore
Pacific
LG Health
Care
Cosmex
Korea
Kolmar
Buy
Buy
Buy
Buy
2555
2828
3452
3894
244
293
302
349
373
416
401
460
17
21
20
26
3. Competitive Environment in Thailand
* LG Health Care *



* KOLMAR Korea *



* ABEL C&C *
- Premium and eco-friendly products
- Respond quickly to market changes
- Cheaper price than other brands
- Focusing on the design
- Attractive product
- Creating honest
Marketing
4Ps
5. Marketing Stategies
4) Promotion
. After the profit becomes stable and profitable by first road shop, the invested finance will be used finding other place to start shops, bringing kiosque machines, recruiting and training employees, getting permission to use machine and starting shops, advertising, and doing more things that are needed.
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