10142173

A. :
B. : 12 .
.
C. (, ):
1.
.

(Euromonitor International) ,
5 12 .
o

2009 ,
.

2014 , 20%

(Perkosmi) Nuning S. Barwa ,

,
.

, (50.2 %), (28.7%),

(13%), (8.1%).

3 15%
. 2013 2012 8 7700
15% 10 .

:
2.

744
28 , 208 , 508 . 75,000
600,000 .

,
, Procter& Gamble, , , Cussons, ,
, .

, , , , , Brisk, , Zwitsal, Pepsodent

.

. PT Martina Berto, PT Mustika Ratu, PT Ristra
Indolab, PT Sari Ayu .

. PT Martina Berto, PT Mustika Ratu, PT Ristra
Indolab, PT Sari Ayu .

3.

o

 . ,
.
o

4 , 2 4 1
. 12%~15% ~
. .
.

4. ITEM

() .
2009 . LG
.
.
2009 ,
.
. 6,7 . 2005 7 .
.
,

. .
, .
. 30~50% ,
. 2
50% , 1 .
.
.
,
.
DP
.

.
.

.
.

 .
.
.
1) ITEM
.
.
1. 92%

92%
201710

300ml
()

2) ITEM


.
JNC ,
.
.
.

3)

92%


.

( ). 300ml
4400 . 1ml 15 .

93%

.
. 300ml.

99%,
.

. 300ml
4900 . 1ml 16 .

D. :
1)

.
, K-pop
.

 .
.
.

. ,
.

. 200
.
.
.
.

.
.
STP

2)

Segmentation

10
20

30

40
1.
2.
3.

10
40 .


, .


1.

.
Target Positioning

10 ~30

2.

3.

1.

Positioning

o

2.

3)

Marketing Mix
Product
, (beauty)
(cosmetic) .
,
, , ,
.
,
(natural make-up)
.
Price
o . 1000
, 3300 , 5500 1 .
o

.
Promotion
o .
o .

o
o
o
o
o

.
(, , ) .
E-Commerce .
.
.

Place
o 2004 12 20 200
220 .


.



,