º»¹®/³»¿ë
_SLIDE_1_
Principle of marketing
1
_SLIDE_2_
INDEX
1
2
3
4
5
6
7
Trends of Cosmetics Industry
About
Shiseido
SWOT
Analysis
Marketing
Mix
Competitor
Analysis
BCG
matrix
STP analysis
8
2
Marketing
Strategies
_SLIDE_3_
Cosmetic Industry
1
Trends of
_SLIDE_4_
4
Trends of Cosmetic industry
1
High added value
Does enterprises producing
commodities for domestic markets
Flexible manufacturing system
Monopolistic competition
Oligopolistic market
_SLIDE_5_
5
Trends of Cosmetic industry
1
_SLIDE_6_
2
About Shiseido
_SLIDE_7_
2
Shiseido is the one of the world`s
leading cosmetics companies.
7
About Shiseido
_SLIDE_8_¡¦(»ý·«)
1. Strength Technology
through
the numerous brand shops focus
12
_SLIDE_13_
Promotion
Advertising trends : Market large items
-> selecting certain items focused ads
-> Brand awareness UP
Promotion Trends
Events, Samples, and the provision of
promotional materials, and make-up
artist, utilizing newsletters published
13
3
13
Marketing mix(4P)
13
¡ã ½Ã¼¼À̵µÀÇ Áö¸é±¤°í
_SLIDE_14_
4
SWOT analysis
_SLIDE_15_
15
4
SWOT analysis
S
W
O
T
Strong product portfolio
Strong balance sheet
Focus on R&D activity
Weak financial performance
Highly dependent on Japan
Booming Chinese
cosmetics market
Aging population in Japan
Economic slowdown
Rising demand for herbal
and ayuveda Products
Intense competition
_SLIDE_16_
5
Competitor analysis
Loreal
Estee Lauder
_SLIDE_17_
17
5
Competitor analysis : Loreal
1. Strength Technology
Various k