SK2와 THEFACESHOP 광고비교분석

소개

SK2와 더페이스샵 광고 분석

목차

Product Family Selection
Consumer research on  low-priced and low-priced cosmetics 
Analysis of Market Condition
Analysis of advertising strategy
Analysis of advertising message
SK-Ⅱ VS THEFACESHOP

본문내용

▶Difference of an advertisement
Consumer research on low-priced and low-priced cosmetics (carried out on May10th, 2009, participants: 50 working women)
76%
24%
97%
3%
Low-priced cosmetics
High-priced cosmetics
Low-involvements products
High-involvements products
Analysis of Market Condition
1) Market condition of low-priced cosmetics and `THEFACESHOP`
New distribution network
Directly connects the products and the consumers
Offer customer a rational price
Low-priced cosmetics
1) Market condition of low-priced cosmetics and `THEFACESHOP`
Strategy is differentiated from that of `MISSHA‘
A pioneer of low-priced cosmetics brand.
THEFACESHOP
2) `THEFACESHOP` and its Competitors


THEFACESHOP
Weakness
Expensive price
Narrow consumer grade
Lack of Reliability,
Competition with Luxury product
(Quality, Image)
Model
Elegant women
(Two women)
Easy on the eyes Man
to appeal to women
Appeal
Rational appeal
(the focus on product function)
Emotional appeal

참고자료

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