• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
kose
 

kose

on

  • 3,005 views

 

Statistics

Views

Total Views
3,005
Views on SlideShare
2,999
Embed Views
6

Actions

Likes
0
Downloads
73
Comments
0

1 Embed 6

http://www.slideshare.net 6

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    kose kose Presentation Transcript

    • City University of Hong Kong Department of Marketing 2008-2009 Company Consultancy Project The choice and strategy of spokespersons for Kosé Derek Ella Emily Jordan Kevin Mok Maxwell
    • Objective s A Methodo genda logy Findings (Spokesp erson sel ection) Recomm en (Spokesp dations erson sel ection) Findings (Use of s pokesper son-IMC) Recomm (Use of s endations pokesper son-IMC) Conclusio n
    • O bjectives To identify target customers’ preferable feelings of cosmetic products To test spokespersons’ effects of several key players in cosmetic industry To select appropriate spokespersons for Kosé step by step To develop a comprehensive IMC strategy that is able to maximize endorsement effects
    • M ethodology Primary Secondary Research Research Qualitative Quantitative Website Audit Publication Audit www.Kosé-hk.com Kosé brochure 2 Focus Groups Questionnaire survey www.Kosé.co.jp Shiseido brochure 1st with Kosé users 447 qualified www.shiseido.com Jessica 2nd with non Kosé users Cluster sampling www.euromonitor.com Marie Claire www.google.com Elle Fancl House brochure
    • R espondent profile n=447 Screening 1. Aged 20-30 2. Used >=3 kinds of n=447 skin-care or color cosmetic products 3. Spending on average product >HK$150 n=447
    • Consumer Behavior F inding1 How many times do you use skin care products per week? >7 times 88% for Facial Cleanser 15% 4 to 6 times 79% for Moisturizer 1 to 3 times 15% 51% for Skin Whitening Product 69% n=447 How many times do you use color cosmetic products per week? 6% 29% >7 times 4 to 6 times 77% for Blush 1 to 3 times 77% for Foundation Never 74% for Eye make-up 47% 18% n=447
    • Consumers’ preferable feelings of cosmetic brand F inding2 Mature 1 2 3 4 5 6 7 Young N/A 4.73 Realistic 1 2 3 4 5 6 7 Dreamlike N/A 3.92 Next-door 1 2 3 4 5 6 7 Noble N/A 4.48 Simple 1 2 3 4 5 6 7 Luxury N/A 4.24 Traditional 1 2 3 4 5 6 7 Innovative N/A 4.57 Casual 1 2 3 4 5 6 7 Professional N/A 5.12 Flamboyant 1 2 3 4 5 6 7 Fresh N/A 5.24 Mainstream 1 2 3 4 5 6 7 Personal N/A 4.5 Local 1 2 3 4 5 6 7 International N/A 4.58 Classical 1 2 3 4 5 6 7 Stylish N/A 4.55 n=447 Fresh, Professional and Young are customers’ top 3 preferable feelings.
    • Secondary Data F inding2 “Novelty is the buzzword in color cosmetics.” --Oru Mohiuddin MARKETS DRIVE COLOR COSMETICS GROWTH Global Cosmetic Industry. New York: Mar 2009. Vol. 177, Iss. 3; pg. 26 “Summer 2009 is about looking fresh and active.” --Annalise Kaylor Summer Makeup Trend for 2009 Feb 13, 2009
    • K ey issue Fresh, Professional and Young are not only customers’ most preferable feelings, but also meeting the trend of cosmetic products.
    • Kosé’s spokespersons F inding3 Who do you think is the best spokesperson for Kosé? No Idea 20% 2% 6% 45% 20% 6% n=344
    • Kosé’s spokespersons F inding3 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) The spokesperson makes the brand impress me more. 4.83 The spokesperson gives me more confidence about the 4.81 brand. The spokesperson stimulates my further interests in the 4.67 brand. The spokesperson stimulates me to buy the products. 4.63 The spokesperson’s image matches Kosé’s very well. 5.3 The spokesperson helps me recall Kosé when selecting 4.95 cosmetic brands. n=155
    • Market Analysis F inding4 Vivian Chow Michelle Lee Sammi Cheung Adriana Lima Song Hye Kyo Gigi Leung
    • Market Analysis F inding4 Right Wrong Don't know Vivian Chow 205 83 159 Michelle Lee 239 71 137 Sammi Cheung 285 42 120 Adriana Lima 39 88 320 Song Hye Kyo 226 92 129 Gigi Leung 364 29 54 0 125 250 375 500 n=447
    • Market Analysis F inding4 81.4% successfully recall Fancl 2nd: Sammi Cheung 63% 3rd: Michelle Lee 53%
    • Market Analysis F inding4 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) Gigi’s appearance impresses me so much. 4.98 The Ads of Gigi are memorable. 5.13 Gigi’s image matches the brand’s image 5.12 very well. Gigi makes me recall the brand more easily 5.05 n=364
    • Market Analysis F inding4 Q: After watching the commercial, how do you feel about Fancl? A: “Fresh...Gigi with short hair gives me the impression of freshness..the slogan is very creative...Some nature elements like trees, oceans, fruits and grass show freshness...It is very clean and tidy...”
    • Secondary Data F inding4 “Brands with ‘natural’ positioning, for example, Freeplus and Fancl, have been well-accepted by Chinese consumers, due to their additive-free claims. Over the forecast period, it is expected that brands that incorporate natural ingredients or even organic ingredients to perform moisturising, anti- ageing, cleansing or firming effects for the skin will become a popular choice for safety-conscious consumers...” -Skin Care, China, June 2008 Euromonitor International
    • Secondary Data F inding4 “The ‘natural’ look dominated color cosmetics from 2007, with consumers seeking colors that matched their skin tones...This trend was driven by working women in their 20s and 30s with higher disposable incomes and better awareness of fashion trends...” --Color Cosmetics, China, June 2008 Euromonitor International
    • K ey issues Match between the spokesperson and the brand increases recall rate significantly. Fancl’s fresh, natural positioning has been well accepted by the market.
    • Who will be the appropriate spokesperson for Kosé?
    • No. of spokespersons F inding5 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) I’m more impressed by brands with spokespersons. 4.93 I believe that the more spokespersons, the better quality 4.09 of products the brand has. If there are too many spokespersons, I will be confused 5.21 in terms of the brand’s image. If I know the spokesperson, I will be more impressed by 5.29 the brand. If I like the spokesperson, I will be more confident about 5.23 the brand. Spokespersons will lead me to purchase. 4.32 n=447 Multi-spokesperson strategy may cause brand image confusion.
    • Selection Process F inding6 Nationality of spokespersons for Japanese cosmetic brands in Hong Kong Market Kao Corp Shuemura DHC Shiseido Avenir 21 Kose AUPRES 36 Kanebo Asience Fancl Biore Ipsa Recipeo 6 Sofina Larrier 2 Japanese 32.3% Korean 9.2% n=65 Western 3% Chinese 55.5%
    • Selection Process F inding6 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) I believe that Western and Asian people should use different cosmetic products due to different natures of their skins. 5.42 n=447
    • Selection Process F inding6 Focus Group
    • K ey issues Multi-spokesperson strategy may cause brand image confusion. Japanese brands usually use Western, Chinese and Japanese as their spokespersons. Western spokespersons may mislead the Asian consumers.
    • Focus Group Selection Process F inding6 Fresh
    • Focus Group Selection Process F inding6 Short Hair No negative Slim news Not too Sweet commercial smile Fresh Pure Melodious Image in Light movie/TV make-up
    • Selection Process F inding6 Japanese Artists , , ,
    • Selection Process F inding6 Japanese Artists , ,
    • Selection Process F inding6 Korean Artists , , ,
    • Selection Process F inding6 , , , , Chinese Artists ,
    • Selection Process F inding6 , , Hebe, Taiwan Artists
    • Selection Process F inding6 , , Hong Kong Artists ,
    • Selection Process F inding6 , , , , Non Artists ,
    • Focus Group Selection Process F inding6 Image in Energetic movie/TV Young Baby Face Young Age
    • Selection Process F inding6 Japanese Artists , , ,
    • Selection Process F inding6 Japanese Artists , ,
    • Selection Process F inding6 Korean Artists , , ,
    • Selection Process F inding6 , , , , Chinese Artists ,
    • Selection Process F inding6 , , Hebe, Taiwan Artists
    • Selection Process F inding6 , , Hong Kong Artists ,
    • Selection Process F inding6 , , , , Non Artists ,
    • Selection Process F inding6 Popularity Chinese Japanese Korean Know the person’s name Know the person’s background (e.g. age, education level) Know the person’s image in movie/TV Know the person’s public image Chinese celebrities are better known.
    • Selection Process F inding6 As Kosé wants to target the Great China Market, Kosé needs a person who is famous in Mainland, Hong Kong and Taiwan.
    • Suitable? Selection Process F inding6 , Linda Chung, Actress , Leila Tong, Actress , Lin Zhao, Actress She is the new star of TVB, yet has not been acted as main Her works are basically played in characters. mainland china. The same case of Linda Chung. Her popularity is basically limited in Hong Kong. Representative works TV series Representative works Representative works < ><Vancouver> TV series TV series < > < We < ><Life Made Simple> < ><Forensic Heroes> have nowhere to place youth> < ><The Last Breakthrough> < >The Gem of Life> Movie < ><War and Desting> < ><Heart of Greed> < ><The One Album Man Olympics> < , >
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. , , , , Hebe,
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. Karena Lam Birthday: 17/08/1978 Height: 165cm Weight: 48kg Language: Mandarin, Cantonese, English Experience: --started from Taiwan --best supporting actress & best new performer 21st HKFA, < July Rhapsody>, 2002 39th Taiwan GHFA, < >, 2002 --movies: < >, < The Floating Landscape>, < Truth or Dare>, < Fit Lover> --MV: < Love Letter> --Ads: AQUA, Whisper, , , , , Hebe,
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. Susan Sun Birthday: 26/09/1982 Height: 165cm Weight: 45kg Language: Mandarin, English Experience: --TV series: < Jade Guan-Yin>, < Romantic Life>, < Shang Hai Bund (new)> --Movies: < Fearless>, < Painted Skin> --Ads: Suning, RICOH, Sofina , , , , Hebe,
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. Experience: --TV series: < It Started with a Kiss>, < The Eagle Shooting Arial Lin Heroes>, < Birthday: 29/10/1982 Tokyo Juliet>, Height: 160cm --Movies: < Love Weight: 43kg me, If you can> Language: Mandarin, --MVs: < > , English, Korean < > , <Angel> --Ads: CHANEL, Sophie, Double A, Mentholatum , , , , Hebe,
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. Liu Xuan Birthday: 12/03/1979 Height: 157cm Weight: 48kg Language: Mandarin, English Experience: --2000 Sydney Olympic Games 1st Balance beam 3rd All Around 3rd Team --on-site gymnastics report for Hong Kong broadcaster TVB at 2008 Beijing Olympics --Ads: KFC, Lafa & Artists , Maybelline , , , , Hebe,
    • Spokespersons R ecommendations Therefore, these spokespersons are shortlisted for Kosé’s consideration. Birthday: 30/03/1983 Height: 161cm Weight: 42kg Language: Mandarin, English Experience: -popular singer group, S.H.E member --TV series: < Reaching for the Stars>, < The Rose> --MV: < > --Songs: <Super star>, < > <Genesis>, < > <Once Upon A Time> --Ads: Coca Cola, Casio, 7-11, M-zone, McDonald’s, Mengniu , , , , Hebe,
    • How to use the spokesperson?
    • Endorsement function F inding7 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) I’m more impressed by brands with spokespersons. 4.93 I believe that the more spokespersons, the better quality of 4.09 products the brand has. If there are too many spokespersons, I will be confused about 5.21 the brand’s image. If I know the spokesperson, I will be more impressed by the 5.29 brand. If I like the spokesperson, I will be more confident about the 5.23 brand. Spokespersons will lead me to purchase. 4.32 n=447
    • Endorsement function F inding7 Importance of selection criteria of buying cosmetic products 7=Very important 1=Not important at all Trial Effect 5.61 Friends’ Recommendations 5.21 Brand Image 5.02 Brand Popularity 4.89 Newspaper/Magazine Recommendation 4.37 n=447 Free Skin Test 3.98
    • K ey issue Celebrity endorsement will not lead to actual purchase, but to increase chances of trial instead.
    • IMC Theme F inding8 Color Fruit Natural Wood Floor Elements Fresh Fresh Water Casement Sources Simple Hammock Package
    • IMC Theme F inding8 Colorful Package Young Low Price
    • IMC Theme F inding8 Well Classified Product Lines Japanese Identity Cosmeticians’ Professional Recommendations Accompanied Skin Test Star Products
    • Expected Effects F inding9 0 75 150 225 300 Confident 259 Natural 251 Temperament 163 Elegant 122 Energetic 97 Personal 83 Sweet 70 What effect do you want to achieve by make-up Noble 51 ? Pure 45 Cute 35 Others 29 Sexy 28 Flamboyance 27 Classical 17 Cool 10 n=447
    • Interested Activities F inding10 0 100 200 300 400 Skin care knowledge 370 Make-up skills 330 Image transformation 134 Cosmeticians’ recommendations 113 Japanese cosmetic culture 109 Which activities are you interested in? Hong Kong cosmetic trend 103 New product information 66 International cosmetic trend 58 Latest cosmetic technology 32 Others 15 n=447
    • K ey issues Consumers wish to achieve confidence and natural beauty by make-up. Consumers are interested in skin care knowledge and make-up skills most.
    • Have you heard of Kosé? Kosé’s Awareness F inding11 Yes 24% No China Japan 1% 11% French 1% Taiwan 4% Korea 76% Others n=447 20% Right n=344 Wrong Right Don’t know 63% Wrong Don’t know Country of origin? 22% 42% 41% 32% n=344 36% 27% Pronunciation? n=344 Logo? Pronunciation?
    • More understanding of Kosé Kosé’s Awareness F inding11 Merely heard of Kosé 1. Heard of Kosé 10% 2. Know how to pronounce Kosé 3. Recognize Kosé’s logo 4. Know Kosé’s country of origin 90% n=447
    • Sub-brand’s Awareness F inding12 0 75 150 225 300 268 BEAUTE de Kosé 152 COSME DECORTE 61 No awareness 60 FASIO 58 JILLSTUART 56 ESPRIQUE PRECIOUS 25 VISEE 17 KNOLL 17 HAPPY BATHDAY 16 WHITIST 12 INFINITY 2 n=340 Have you heard of any sub-brand of Kosé?
    • Japanese Identity F inding13 Please indicate your opinion of the following statements. (1=very disagree, 7=very agree) I believe that Japanese cosmetic brands have higher quality 4.92 than ones of other countries. I am impressed by Japanese corporate culture, which is 4.69 dedicated and concentrated. n=447 Japanese Identity is the great asset for brand image.
    • K ey issues Many people just merely heard of Kosé, whereas SEKKISEI has relatively high awareness. They cannot recognize Kosé’s logo as well as pronounce Kosé’s name correctly. Some respondents take Kosé for a French brand, yet it is a Japanese one. Actually many of them think that Japanese cosmetic brands mean higher quality.
    • Positioning R ecommendations In order to differentiate Kosé from Fancl, Fresh Fancl Kosé Young History 1980 1946 Less is more Medicated Sekkisei Oriental Plants Addictive-free ingredients Organic Herbs Professional Selling point (Nature & Co.)
    • Positioning R ecommendations In order to differentiate Kosé from Fancl, Fresh Fancl Kosé Young History 1980 1946 Please indicate your Less is morethe following statements. opinion of Medicated Sekkisei (1=very disagree, 7=very agree) Oriental Plants Addictive-free I believe that brands with ingredients longer history are more trustworthy 4.87 Organic Herbs Professional Selling point (Nature & Co.)
    • Positioning R ecommendations Fresh In order to differentiate Kosé from Fancl, Fancl Kosé Young History 1980 1946 Less is more Medicated Sekkisei Oriental Plants Addictive-free ingredients Organic Herbs Professional Selling point (Nature & Co.)
    • Execution R ecommendations Skin Care line Color cosmetic line
    • Execution R ecommendations Skin Care line •Highest awareness •Newly launched •Natural ingredients •Fresh, natural image Color cosmetics line
    • Execution R ecommendations Skin Care line •Highest awareness •Newly launched •Natural ingredients •Fresh, natural image •Anti-aging •Moisturizing •Rice ferment •Natural ingredients Color cosmetics line
    • Execution R ecommendations Skin Care line •Highest awareness •Newly launched •Natural ingredients •Fresh, natural image •Anti-aging •Moisturizing •Rice ferment •Natural ingredients Color cosmetics line •Personality •Freedom •Forward looking •Determination
    • Execution R ecommendations Skin Care line •Highest awareness •Newly launched •Natural ingredients •Fresh, natural image •Anti-aging •Moisturizing •Rice ferment •Natural ingredients Color cosmetics line “The ‘natural’ look may further penetrate into colour cosmetic over the forecast period, with an increasing number of working women seeking perfect skin with a •Personality natural look” •Personality ---Color cosmetic China, 06/08 •Forward looking •Forward looking Euromonitor International
    • IMC Objectives R ecommendations To increase awareness of Kosé by 15% among young females aged 20 to 30 in Great China region in 3 years. (e.g. HK: 74.7% to 90%) To increase knowledge of Kosé by 8% among target customers To increase target customers’ interests in Kosé by 4% To increase Kosé product trial by 2% 2007 Skin Care Growth Rate Color Cosmetics Growth Rate China 16% 13% Taiwan 5% 4% Hong Kong 4% 5% Source: Euromonitor International, Country Sectors Briefing Color Cosmetics in Hong Kong, China (May, 2008) Color Cosmetics in China (June, 2008) Color Cosmetics in Taiwan (May, 2008) Skin Care in Hong Kong, China ( May, 2008) Skin Care in China (June, 2008) Skin Care in Taiwan ( May, 2008)
    • Target customers & Consumer insights R ecommendations Target Customers Female aged between 20 and 30 who are willing to spend money on cosmetics. (HK$150/piece) Consumer Insights (from Questionnaire) Target customers’ preferable feelings of cosmetic brand are Fresh,Young and Professional. Target customers attempt to achieve confidence and natural beauty by wearing make-up. They are interested in skin care knowledge and make-up skills. They believe that Japanese cosmetic brands have higher quality compared to brands from other countries. 20% of them misunderstand that Kosé comes from France. Very few of them can recognize Kosé’s logo and pronounce the brand name correctly.
    • IMC Message R ecommendations Let the nature make you up, with us, Kosé
    • Communication Channels R ecommendations
    • Broadcast Media R TV: TVB ecommendations Slide-of-Life Execution, 30 seconds TVC Appeals: Emotional Rationale: Target customers prefer the cosmetic brand image of fresh and young. They want to achieve natural beauty. Media Executions: 1. Showing how the spokesperson with fresh lifestyle pursuit her natural beauty by the use of Kosé’s product. 2. To address the natural ingredients of Kosé’s product. 2. To encourage customers to associate the product’s outcome with the milk pudding. 3. To arouse target customers’ resonance
    • Broadcast Media R ecommendations
    • Print Media R ecommendations Beauty magazines and fashion magazines Hong Kong “Jessica”, “Cosmopolitan”, “Cosmogirl”, “Marie Claire”, “VIVI” China “Cosmopolitan”, “ELLE”, “ ”(Rayli), “Vogue” Taiwan “Vogue”, “VIVI”, “Marie Claire”, “ELLE”, “Glamour Bazaar”, “Cosmopolitan Source: Media rate card, Professor Daisy Lee, City University of Hong Kong, 2007
    • Print Media R Stage 1: ecommendations Brand image building Appeals: Emotional Rationale: Target customers want to achieve natural beauty. Fresh and young feeling is appealing to target customers. Japanese feel means high quality. Media Executions: 1. Showing spokesperson with natural beauty. 2. Making use of the green color and natural elements to create a fresh atmosphere. 3. Associate Kosé’s product SEKKISEI with natural elements and Japanese elements. 4. Trial pack will be provided along with the magazine.
    • Print Media R ecommendations Stage 2: Product Advertisement Appeals: Informational Rationale: Target customers seek more detailed product information. Kosé’s professional image can be seen from medicine herbals. Target customers believe in the recommendations from the cosmeticians. Media Executions: 1. Detailed product information will be provided. 2. Natural herbal ingredients and their functions will be shown. 3. The cosmeticians will share their experiences of using the products.
    • R ecommendation Print Media
    • Print Media R ecommendations Stage 3: Advertorial (advertisement + editorial) Appeals: Informational Rationale: Target customers trust the words of magazine editors more, since they regard the editors as a neutral third-party. Media Executions: 1. The magazine editors will interview Kosé’s spokesperson. 2. The spokesperson will share her own secrets of skin care. 3. Detailed product information will be provided.
    • R ecommendations IMC
    • Print Media R ecommendations Stage 4: Color cosmetics advertisement + Event information released Appeals: Emotional + Rational Rationale: 1. Target customers are interested in “image transformation” 2. Magazine is one of the best ways to inform the target customers about the event Media Executions: 1. Showing spokesperson with natural beauty (e.g “nude” make-up) 2. Detailed information of color cosmetic products will be provided 3. Detailed information of the “image transformation” event will be released, including the event date, time and the application procedures
    • + KOSÉ 2009“ ” click http://www.kose-hk.com/ch/ XX 09 in
    • Point-of-Purchase R ecommendations Rationale: 1. Brands have difficulty in attracting target customers’ attention if they do not stand out. 2. P-O-P is a good place for customers to absorb information. Media Executions: 1. “Breaking the clutter” advertising, such as the tags will be placed on the shelves. 2. TVC will be aired in the stores.
    • Event Marketing Image Transformation R ecommendations Rationale: Target customers are interested in “Skin care knowledge”, “Make-up skills and “Image transformation”. Media Executions: 1. Target customers are encouraged to join the event for free through the Internet application. 2. Cosmeticians will help successful candidates transform their image in the shopping mall. 3. Spokesperson will be invited to share her skin care and make-up tips. Media will also be invited to the event. 4. The event will last for only one day. After the event, other customers can enjoy the “image transformation” service provided by cosmetic specialists in our shops.
    • Image Transformation R ecommendations KOSÉ 2009“ ”Application Form /Name /Age /Occupation /Skin Condition /Expected Effect Submit KOSÉ
    • Event Marketing Sponsorship R ecommendations Rationale: Spokesperson’s exposure can be used to maximize endorsement effects. Media Executions: 1. To sponsor spokespersons’ premiere or album conference. 2. Trial packs will be provided along with the leaflet or brochure.
    • Product Placement R ecommendations Rationale: 1. Product placement helps to create a stronger association between Kosé’s spokesperson and its products 2. Product placement helps to increase Kosé’s brand exposure Media Executions: 1. Kosé will sponsor products for the spokesperson to use in her TV drama shows or films 2. Kosé’s brand name will be listed on the tail leader of the TV drama shows or films
    • Internet R ecommendations Rationale: 1. Internet is a new media trend, which has more and more people involved, especially for our customers: females between 20-30. 2. Internet technology, web 2.0 is easy for us to track and retain the customers. Media Executions: 1. Instant Messenger (MSNS, QQ) where displays brand/product information, latest news and spokesperson image. 2. Interstitials The ad of Kosé will appear before a Youtube video clip while audiences are waiting. 3. Facebook/Twitter Take advantage of web 2.0 tools for broadcasting and customer service
    • R ecommendations Internet
    • Internet R ecommendations 2009 KOSÉ
    • Schedule R ecommendations Time/ Y1Q1 Y1Q2 Y1Q3 Y1Q4 Y2Q1 Y2Q2 Y2Q3 Y2Q4 Y3Q1 Y3Q2 Y3Q3 Y3Q4 Brands Skin Care Sekkisei Products Nature & Co Junkisei Astalution Moisture Skin Repair Color Esprique Cosmetic Precious Products Beauté de Kosé YiQj: Year i Quarter j
    • C onclusion 1. Kosé’s new brand image is suggested to be fresh, young and professional. 2. Kosé’s spokesperson should match the brand image. 3. Karena Lam, Hebe, Susan Sun, Arial Lin, Liu xuan are the shortlisted spokespersons for Kosé. 4. Sekkisei and Nature & Co. are the two brands leading Kosé’s image refreshment. 5. A 3-year comprehensive IMC plan will be launched to maximize endorsement effects.
    • Q&A