LUSH 러쉬 경영분석 및 프로모션 전략(영문)
 LUSH 러쉬 경영분석 및 프로모션 전략(영문).docx |
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목차
1. Product Selection
2. Introduction
1) Brand Information
2) Brand Specialty
3. Third-hand Analysis
1) Market Analysis
2) Consumer Analysis
3) Competitor Analysis
- Brand Information
- SWOT Analysis
- LUSH & Competitors
4. Self Analysis
1) 4P Analysis
2) SWOT Analysis
5. Problems
- Decision Problem
- Research Problem
6. STP
7. Promotion Strategy
참고자료
본문
1. Product Selection
From the beginning, cosmetics accompanied people’s desire towards beauty. As so, cosmetics industry will never decay regardless of its long history. Also, as the perception of relationship between human and nature is changing that they are not separate but mutually influential, consumption of cosmetics made of natural ingredients is increasing and this phenomenon is calculated to be accelerated.
The full name of LUSH is LUSH Fresh Handmade Cosmetics. It was established in 1994 in Britain producing natural cosmetics like hair gel and bathing products. Although the history of LUSH is not that long, the growth was rapid and today LUSH has over 400 stored around 29 countries including South Korea. The most significant aspect of this company is that it uses natural ingredients in production, opposes animal experiment, and minimizing the packaging.
LUSH was a brand that every member has heard of without most of them no experience of using. For LUSH, there is tendency of buying as a present looking at its interesting shape but not as a product for oneself. Due to this fact, there are only some fixed fans to have steady sales but not a big increase in sales rate. Regarding these facts including its marketing strategy, points to reconsider, we have concluded that LUSH has capability to grow into more familiar brand in South Korea.
2. Introduction
1) Brand Information
Products of LUSH has been researched and developed from 1976 using fresh fruits, vegetables, and floras that were known to have healing effect. Every single product is handmade after orders are made and over 70% of them are produced without any antiseptic. LUSH has distinguishable character which is a mixture of company policy – handmade, vegetable ingredients, anti-animal experiment – and humour of British people to make interesting shape like cheese or chocolate. It uses fruits and vegetables that are edible and the best essential oils that are close to natural state and can be beneficial for people. Researchers of LUSH go all around the world to find precious ingredients that meet the belief of LUSH.
본문내용
lysis
1) Market Analysis
2) Consumer Analysis
3) Competitor Analysis
- Brand Information
- SWOT Analysis
- LUSH & Competitors
4. Self Analysis
1) 4P Analysis
2) SWOT Analysis
5. Problems
- Decision Problem
- Research Problem
6. STP
7. Promotion Strategy
참고자료
1. Product Selection
From the beginning, cosmetics accompanied people’s desire towards beauty. As so, cosmetics industry will never decay reg
참고문헌
http://www.thebodyshop.co.kr/
https://www.lush.co.kr/new_4/index.asp
2004 ppt 자료
나는 광고로 세상을 움직였다/데이비드 오길비
광고제작/최영복
신상품 천연비누 런칭 마케팅 기획안
LUSH England 공식 Facebook
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