earticle

영어

Nowadays cosmetic markets are greeting the golden age for cosmetic brand shop. Despite the issues and lack of uniformity in the pricing structure of various cosmetic products in Korea, various cosmetics brands are sold at middle-low prices in both domestic and global markets. However There are too many middle-low priced cosmetic brands in Korea. So It should establish definite brand identity and make progress with unique marketing unlike the other cosmetic brand shop to survive these cosmetic markets. This study, intended for TONYMOLY that is trying to raises brand awareness, customers preference by establishing TONYMOLY own brand identity, promoting unique marketing. Through literature review, this study aims to understand about cosmetic brand shop, the trend of beauty. And we investigate TONYMOLY brand, analyze STP, SWOT, 4P analyses of TONYMOLY. It is misjudge that TONYMOLY seek premium brand image because of their middle-low priced brand image. So this study aims to suggest new marketing strategy for modern, professional brand image. The new marketing strategy take note of beauty trend key words 'Naturalism', 'Change of main consumer', 'Beauty-technical'. Also we suggest new marketing strategy as marketing of duty-free shop, communal marketing. Based on this study, It is expectable to TONYMOLY to establish their own brand identity, increase communication to customer.