earticle

영어

Consumption tendency becomes various as go as industry develops and change occurs in way of life of consumers. Should develop by brand that marketing strategy that satisfy desire of consumers and becomes differentiation of enterprises to make in subsidiary company's continuous guest can be required and catch seat on heart of consumer because various brand unique value and characteristic. The research which it sees from hair product market rise tax of market share and sale misfortune part in the shampoo brand a research around the child who is visible with the fact that the mote which the low-end brand stamp helping brand child is burnt despite in the consumers is indistinct the Kerasys of the enterprise selected the Kerasys brand in the marketing analytical object and from 2014 June 2nd until 2014 July 31st it executed. Around the child enterprise site and the Kerasys that, cafe of blow of cis site, on-line site and search site, the Internet newspaper article, other academic society and dissertation, it did not catch and books etc. to lead it collected the Kerasys brand investigations, STP analyzes, SWOT analyzes and 4P analyzes of the cis it led and an investigation analysis it did a data. Analytical result other competition it bought with base and after setting the marketing strategic direction which is discriminated, the marketing strategy which is detailed it follows in 4P and a product expansion and a new product proposal it did. Respects a new product proposal at the time of research analysis investigation the product which is selected from 2002 after that until 2014 is shampoo and special care product and the style ring product of Kerasys brand which come out.