소개글발표용 ppt 자료입니다..
영문으로 작성했구요..ppt라 그리 어렵지는 않습니다.
목차I. ABOUT LANEIGE
II. LANEIGE STRATEGY
- External Environment Analysis
- Internal Environment Analysis
- 4P Strategy
Ⅲ. STRATEGY of Lolita Lempicka in France
본문내용Ⅰ. Product Strategy
To conquest Niche market they used new fashion designer‘s brand to improve the perfume's image.
due to the excellent product planning they made a success in global product development
Ⅱ. Localization Strategy
the marketing director is processing the production development, design, marketing independently
Co. Pacific minimized the contingent at the headquarter, made the absolute autonomy of PLL
"out of Amore"
Ⅲ. Elaborate and organized Marketing Strategy
About 500 stores were chosen from the "club of excellence" to maintain the recognition of high ranked perfume.
by employing a professional manager they can reach not only France market, but also Europe and America.
Ⅳ. Promotion Strategy
Active PR strategy and advertised in highly demand season.
Other Niche design brands, they selected promotion and samples(which is called "Ice berg Investment") rather than mass media advertisement.
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