Fundamentals of Selling

Topics: Skin, Cosmetics, Sales Pages: 9 (2490 words) Published: March 2, 2013
Table of Content
* Introduction 1
* Company Background2-3
* Target Prospect and The Profile Of The Prospect4-5
* Product Features, Benefits and Advantages 6
* Marketing Plan 7-8
* Proposition9-10
* Conclusion 11
* Appendices 12-14
* Bibliography 15

My team member and I are expected to select a company from a Beauty & Wellness, Health Care or Food & Beverage industry so we are choosing Etude House as our Fundamentals of Selling assignment. Etude house is one of the famous cosmetic and skincare brand in Korea. In this assignment, we are going to write a report about the background of the company, their target prospect and profile of the prospect, discuss our product, present a marketing plan and explain about our business proposition.

ETUDE HOUSE, is an established cosmetic and skincare brand with 60 years old history in the worldwide market. With aggressive business development, this brand has a total of 1800 outlets throughout worldwide. This includes Korea, China, Hong Kong, Taiwan, Mongolia, Russia, India, Pakistan, Iran, Saudi Arabia, UAE, Thailand and Vietnam which targets the retail chain in shopping complexes.

Etude House is a total beauty solution shop. As if conceived out of a fairy tale, Etude house resembles a princess’s private room; a romantic interior full of ornate trinkets imagined and inspired by her dreams. Everything about this space, including the cosmetics, embodies the beauty & youth described in a romantic fairy tale.

In order to win the hearts of the young ladies, every Etude House outlets are designed like a fairy princess’s house. Their intention is to make you feel like a beautiful princess in the Etude cosmetics kingdom when you are doing your shopping in Etude House. Etude House use fantasy, cute, lovely and Princess style as their shop design theme. White house furnishings and interior design layout of a home gives their customers a sense of mood to relax. Etude House seize the customer needs and specifically create a relax context. (Refer to Appendices 1)

Company History
For more than 40 years, Etude has focused on the business of cosmetics, striving to be unique and the best. Etude has maintained its leading position in the field of makeup. Now Etude has expanded into the cosmetic retail franchise business with Etude House.

ETUDE is a cosmetic brand specialized in fun make-up products that help every woman dreaming of new changes express herself with confidence.  As well as being enjoyable, its products are easy to use and varied.

Etude’s mission is to create beauty products accessible to all women, especially beginners,  so that makeup feels like play. Beginner can be a woman who has just started experimenting with makeup. Beginner can be a woman who has dreams of new start. 

We focus on every aspect of customers’ sweet and joyful experiences including products, design, shops, and staff. We offer pleasant experiences with our new and different products. We strive to develop products with ease and function.  We can play a role of friend and adviser for playful and pleasant make-up. Brand Concepts

In April of 1995, Etude was established as a specialty cosmetic brand abiding to four strategic concepts. Which are high quality, reasonably price, simple design and wide variety of color.
Etude continues to reflect the diverse trends of its consumers as a leader in the local cosmetic industry through innovative and provocative colors and products.
As a representative Korean brand, Etude will establish itself as a global beauty brand through its commitment to beauty, youth, and innovation.

Brand Identity

“Sweet Star” symbolizes the witty charm and bright shine of a beautiful heroine. “Sweet Heart” symbolizes a pure and beautiful heart that sincerely loves the world. “Sweet Dream” symbolizes a magical carriage ride to a majestic...
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