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    The document discusses AmorePacific Hong Kong's marketing of Korean beauty products. It provides background on AmorePacific Corporation and identifies the problem of setting the marketing mix and budget for 4 brands across traditional and digital channels. It then analyzes the brands and products, marketing strategies including the 4Ps, PESTLE factors, and types of media used, such as paid, owned, and earned media. The goal is to balance attracting new and retaining existing customers in Greater China.

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    The document discusses AmorePacific Hong Kong's marketing of Korean beauty products. It provides background on AmorePacific Corporation and identifies the problem of setting the marketing mix and budget for 4 brands across traditional and digital channels. It then analyzes the brands and products, marketing strategies including the 4Ps, PESTLE factors, and types of media used, such as paid, owned, and earned media. The goal is to balance attracting new and retaining existing customers in Greater China.

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    37 views11 pages

    IMC Gp1

    Uploaded by

    mohammedsuhaim abdul gafoor
    The document discusses AmorePacific Hong Kong's marketing of Korean beauty products. It provides background on AmorePacific Corporation and identifies the problem of setting the marketing mix and budget for 4 brands across traditional and digital channels. It then analyzes the brands and products, marketing strategies including the 4Ps, PESTLE factors, and types of media used, such as paid, owned, and earned media. The goal is to balance attracting new and retaining existing customers in Greater China.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 11

    AmorePacific Hong Kong: Marketing Korean

    Beauty Products

    Group 01
    Harshpreet Singh Sibbal (2021MBA029) | Utsav Khemka (2021MBA040) | Yukta (2021MBA066) |
    Saloni Gupta(2021MBA077) |Meera Choudhary (2021MBA080) | Ayon Bhattacharjee (2021MBA087) |
    Kshitij Kaushal (2021MBA104)| Deepak Kshirsagar (2021MBA105)
    Introduction
    Amorepacific Corporation is a South Korean beauty and cosmetics chaebol, operating more than 30
    beauty, personal care, and health brands including Sulwhasoo, Laneige, Mamonde, Etude,
    AMOREPACIFIC and innisfree.Their concept is traditional beauty with a rich Asian Heritage aiming to help
    women to achieve health and beautiful lifestyle. They covered segment ranging from entry-level through
    premium and luxury.
    APHK is built on four competences - customer engagement, brand aspiration, team loyalty, and operational
    efficiency

    Mission - “Beautifying the world”


    Philosophy – “To create beauty and health is contributing to mankind”
    Early Years Growth Stage Innovation Stage Entering the Global Arena
    Vision – “For beauty and health
    (1945) (1968) of customers and a global provider of Total Care” (1997)
    (1991)

    ● 1945 Founded ● 1971 Initiated Korea's ● 1991 Refocus on Beauty ● 2002 Launched Laneige
    ● 1954 Korea's first first makeup campaign & Health business in Hong Kong
    cosmetics R&D center ● 1973 Company goes ● 1992 Declared ● 2004 Announced Global
    ● 1964 Adopted door to- public Management Philosophy Vision 2015
    door sales method ● 1990 Opened office in ● 1993 Declared Total ● 2006 Holding company
    Paris, France Commitment initiatives restructuring
    Problem Identification

    ● To set the media mix and budget for APHK's four makeup and skin care brands: ETUDE
    HOUSE, LANEIGE, Sulwhasoo, and AMOREPACIFIC.
    ● As, tourists shopping in Hong Kong from mainland China comprised over half of the company's
    sales. However, in the face of a declining number of tourists and the shrinking of luxury goods
    spending, the managing director had to consider the marketing tools in the customer decision
    journey; competitive positioning; and the distribution of the marketing budget between
    traditional and digital channels in the upcoming bi-monthly campaigns.
    ● She need to strike an appropriate balance between recruiting new customers and retaining
    existing customers within APHK's overall strategy for Greater China.
    Portfolio of 4 Products company launched in Korea

    Laneige Sulwhasoo Amorepacific Etude House

    ● Target Segment: ● Target Segment: ● Target Segment: ● Target Segment:


    Women of age 20 High Class High Class Young Consumer
    and 30 population with Consumers of Age in who had no
    ● Open to new beauty strong belief in 40s and 50s experience using
    products that gave stimulative and ● Concerned about beauty products
    good value for restorative benefits aging and rely on ● Two distinctive
    money ● Passion for Korean positive word-of- features: Vast Variety
    ● Portrait: Expert in herbal medicine mouth rather than of choices and trendy
    hydration focusing ● Portrait: Upper End advertising and sweetness
    mainly on of the luxury promotions ● Portrait: Eye-
    moisturizing and segment to stand out ● Portrait: Best Asian catching designs with
    whitening fro the competition in Botanical Ingredients fancy brand stories
    ● Marketing Channel: the mid-class and latest technology emphasizing on
    Traditional methods segment ● Marketing Channel: product quality
    such as print media. ● Marketing Channel: Traditional methods ● Marketing Channel:
    Digital marketing Traditional methods such as print media. This relied more on
    played secondary such as print media. Digital marketing digital channels
    role Digital marketing played secondary because of different
    played secondary role consumer segment
    role
    4P’s -
    Product Price Place Promotion

    ● Environment friendly ● Basic Strategy - High ● Added a new ● Sales Promotion:


    products price product : dimension with the Consumer Promotion
    ● Product prestige brand emergence of Online , Direct Marketing
    differentiation - Na- strategy Retailing & ● Emphasis on the
    no Technology ● Compared to the dominations of quality of the
    ● Various Products - value Competitive players such as promotional
    stage of skin care Competing products Amazon materials
    product Advantage ● Advertising media: ● Sample: gentrified -
    ● Brand name - using print ads, tv the sample consist of
    the recognition and commercials, social stage and special
    expansion by brand media platforms case
    ● Packaging and Size - ● Gifts: Gift shops only
    Experiential buy - future induction
    Marketing and ● Individuation: Break
    portable, storage, to a unified in store
    sample products. display drivers
    PESTLE -:
    Political P Economic E Social S Technology T Legal L Environment E

    ● Govt. ● Improved ● Transforming ● Use of ● Country ● Sustainable


    Assistance Market Perception latest Tech specific legal Use of
    Share Towards norms related Resources
    Healthier ● Track online to advertising
    ● Changing ● Changing Products activities and ● Environment
    requirements Economy promotion Friendly
    of global industry had its ● Societal ● Mobile
    impact on awareness Tech. ● extremely
    ● high tax rates the sales Towards subjected to
    in specific healthy ● Use of Tech discrimination
    cities. alternatives in laws referring
    Marketing to staff
    member's
    ● QR Code recruitment,
    respecting
    ● Interactive the cultural
    UI distinctions
    and using
    cultural
    related
    activities
    Types of Media used by APHK

    Paid Media
    Owned Media
    ● Campaign for APHK of
    highly successful TV
    ● Press release, website
    Commercials to promote
    to transmit information
    their product
    about its brand
    ● Used traditional media
    ● Online social platform to
    especially for luxury
    update consumer about
    brands
    Earned Media its brand
    ● Use of Facebook to
    show relevant brand-ads
    ● Once they pooled entire
    budget to publish a 10-
    page ad in Hong-Kong
    beauty magazine to
    educate consumers
    Core competency of APHK -

    Customer engagements Brand Aspiration

    Team Loyalty Operational Efficiency


    INTEGRATED MARKETING TOOLS USED BY APHK -

    LIKINGS
    AWARENESS COMPREHENSION
    Content & buzz
    TV commercials, Mainly print ads,
    marketing ,
    print ads, outdoor online social platforms,
    Earned media
    billboards press releases
    exposure

    ACTION
    Point of purchase HABIT
    marketing, providing Digital media
    most direct channels
    eg. in-store experience

    Different forms of traditional and digital marketing communication tools were used for five
    AP brands marketed in Hong kong with respect to different stages of consumer decision
    journey
    Budget Allocation -

    Brands Traditional Digital

    LANEIGE 79% 21%

    Sulwhasoo 68% 32%

    ETUDE HOUSE 23% 77%

    AMOREPACIFIC 88% 12%

    ● APHK allot their budget on advertising campaign basis ( each year company run six campaign
    roughly)

    ● With changing media environment and consumer media consumption , APHK always check
    through which channel consumers are getting their information
    Recommendation -

    ● APHK should keep checking the current market trend of consumer media consumption pattern
    and accordingly decide on platforms to promote their products
    ● Company should spend more on Acquisitions or should focus more on Partnering with niche
    companies. Also, it will reduce the R&D costs
    ● Company should focus on the rural areas in terms of establishing brand name loyalty,
    awareness, and equity, such can be done by producing a specific brand name allowance
    strategy through trade marketing techniques, that draw clear distinction in between
    Amorepacific Hong Kong Marketing Korean Beauty Products products and other rival items
    ● Upscaling the offerings in other classifications such as nutrition & more healthier products.

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