Marketing Skin Food

Topics: Customer, Cosmetics, Marketing Pages: 5 (1608 words) Published: January 19, 2011
1.0 Introduction
2.1 Skinfood is a South Korean cosmetics manufacturer with headquarters in Seoul since 1957 that launched their first shop in 2004 in Korea. The motto of their product is “good food for health is also good for the skin” which make them become the first food cosmetic brand developed with a differentiated unique concept of 'food'. Then, because of that, it became a well-known cosmetic and skincare brand in many countries outside South Korea such as Taiwan, Malaysia, Singapore, and others. As seen from their motto, all of their products emphasis from the best and healthiest organic food ingredient scented and bottled according to their design and formulation concepts. One of their avocado products even listed in the Guinness World Records. Their logo shows their purity and goodness product and a guardian angel as their mascot sent to protect and carefully guard your skin towards a healthier skin. 2.2 The main purpose of this report is to discuss two Skinfood’s environmental forces impact on the marketing activities, and describe each of the stages of the buying process that consumer needs. 2.0 Microenvironment

3.3 This environment influences the organization’s ability to serves the customers directly. It includes suppliers that deal directly or indirectly, marketing intermediaries, customers, competitors and company’s image. That tends to suggest small, but this can be misleading. 3.4 Every business always has their competitors in the market. Without exception, Skinfood has many of other cosmetic brands especially all the cosmetic brands that emphasis of the beauty from the nature. In Singapore, Skinfood compete with Korean brands as well such as Nature Republic with their medicinal blend of purified waters (MD) collected from renowned sources around the world and extracts from the finest natural ingredients using patented Nanophospholipid Liposome Drug Delivery Technology, Face Shop, De Enchant and others. Most of them are offering products from pure, natural ingredients to ensure quality care for skin. They are intended to work from within, so skin care is more efficient and long-lasting as well as Skinfood. There other out Korea companies too, like Bodyshop. Its offered natural beauty cosmetics too as well as Skinfood. Its company has become international trusted cosmetic brand all over the world by against animal testing and save the world environment, green environment. All of the competitors are have their own unique products even it with the same theme ‘natural’. The competitors also try to gain customers by many ways from making advertisement and give countless of promotions. All of them give reasonable prices for the result. All of that can make the shoppers choose the other brand before Skinfood. Could say that Skinfood cannot look down to its competitors. 3.5 Luckily, Skinfood is the only one that makes ‘food’ as the main ingredients’. Skinfood offered special products with best quality and reasonable prices for the customers. Emphasizing nourish skin with natural and organic substances instead of chemical and preventatives. Skinfood understand what customers needs, wants and demands deeply and keep going on their research finding good food for skin. The company competitive edge with quality innovation, price-competitiveness, and packaging not lose from the other competitors. The price can be cheap as they observe a simplified distribution strategy (from headquarters directly to distribution outlets) thereby minimizing operational costs. It has been planed carefully by Skinfood. Including giving samples of the new products to encourage purchase decision’s customers as their market strategy. The Skinfood stores are attractive and easy to find can make customers come more and more. 3.0 Macroenvironment

4.6 This environment is a major external and uncontrollable factors that influence an organization's decision making, and affect its performance and...

Bibliography: Kotler. P, Armstrong. G (2004), Principles of Marketing, tenth edition, Pearson Prentice Hall.
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