earticle

영어

This study focuses on the cosmetics area, which has the highest usage and the most active marketing strategies in the duty-free shops and investigated the cosmetics brand status and the differentiated marketing strategies in current Incheon International Airport duty-free shops. The methods include literature search by collecting the domestic and international published studies and others as well as the tourism statistics reports that are related to the topic and the status and the marketing strategies were analyzed based on the Lotte Duty-free Shop and Shilla Duty-free Shop that possess the cosmetics brand in Incheon International Airport duty-free shops. The results are summarized below. First, the cosmetics shops in Lotte Duty-free shop and Shilla Duty-free shop have 48 and 53 brands respectively. Lotte Duty-free shop had 41 foreign brands along with 4 domestic brands and Shilla Duy-free shop had 42 foreign brands and 11 domestic brands. Also, there were many brands that have not been entered in the general domestic shops, which show that the competition for the entrance is fierce. Second, the price section among the marketing strategies has been divided in 6 ways. They are the usage of departure gates per airlines, utilization of the membership system, no interest service and discounts of the affiliated cards, marketing through newlyweds, events for pre-paid cards and the events for different amounts. Third, the product area can utilize the methods of selling the larger packages of same products as the general shops as duty-free products at a cheaper price or creating event products, such as travel package products and gift package products to elicit the purchase of the customers. Fourth, the sales promotion is also encouraged in multiple languages, which enables the sales employees to learn foreign languages for the global sales of the company.