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Eucerin Case Analysis

EucerinCase Analysis in English.

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Eucerin Case Analysis

  1. 1. EucerinCase AnalysisNickie Kyungin Hwang
  2. 2. Eucerine Founded in 1990 (120yrs of history) German Thermal Cosmetic Skincare brand from Beiersdorf
  3. 3. Key product Opportunity
  4. 4. Communication Key Point
  5. 5. Communication Key Point2012 Approaching Accelerating 2013 Neat Neat Calm Calm Informative Informative Interaction Intimacy Wit
  6. 6. Communication Key PointIntimacy / Wit – Webtoon1) Skincare Tip Spontaneous Visits!!2) Ordinary life story
  7. 7. Communication Key PointInformative / Intimacy – UCC1) Skincare Tutorial / Beauty Tip2) Telling their true story (Trustworthy)
  8. 8. Seasonal Marketing• Yellow Wind • Beach/Water Park• Valentines Day • Summer Vacation Spring Summer Fall Winter• UV • Deep-Moisturizing• Weekends • Winter Sports
  9. 9. Challenge &Opportunity
  10. 10. Challenges1- EnvironmentToo many thermal Cosmetics in KoreaWhat are you specialized in?
  11. 11. Challenges2-TreatsRecognized Products
  12. 12. Challenge3-Product• Lacks Concept(Story)e.g) Good for atopy, Good for baby Best for dryness, Best for sensitive skin• Lacks Casualty- Specific Needs -> Always Eucerin!!!
  13. 13. Challenges4-SNS More fans, More likes• Number of produced contents are stable• Quality of Contents are good enough• But, Lacks interaction with users• Events get intensions 10 times more among others• Needs to reach further for exposure
  14. 14. Challenge5-SNS Who is the writer?For now, committee are the writersWe needSTRANGERS to produce the contents.Find the way to make them Participate! Get involved!
  15. 15. Opportunity1 Flagship Store / Party EventConnecting from Online to Offline1) Make a commitment online2) Visit offline flagship store for a free producte.g) Anthon berg Generous Store
  16. 16. Opportunity2 Give your producta Nickname / Personality
  17. 17. Oppotunity3 Bring your mom / babySkincare ClassSkincare ConsultingBaby: 0-10sDaughter: 20s-30sMom: 40s-50s-> Good Impression!
  18. 18. Social Media Strategy Efficiency
  19. 19. Social Media Strategy Efficiency Social Eucerinkorea Website Product 아쿠아포린 액티브 모이스춰라이징 크림 SPF15+ UVA 8 3 아쿠아포린 액티브 모이스춰라이징 크림 리치 7 3 아쿠아포린 액티브 모이스춰라이징 아이크림 2 0 아쿠아포린 액티브 모이스춰라이징 크림 라이트 2 0 Low Involvement 하이알루론 필러 아이 크림 19 7 하이알루론 필러 나이트 크림 3 0 하이알루론 필러 데이 크림 포 컴비네이션 투 오일리 스 2 0 킨 하이알루론 필러 데이 크림 포 드라이 스킨 2 0 더머토 클린 마일드 클렌징 밀크 1 1 더머토 클린 3 인 1 미셀러 클렌징 플루이드 1 1 더머토 클린 리프레싱 클렌징 젤 1 0 더머토 클린 클래리파잉 토너 0 0 Total 48 15
  20. 20. Social Media Strategy Efficiency FacebookTotal 3191 likes(fan=subscribers)Total 192 Picture 3636 likes 932 commentsTotal 6 videos (Same from website) 671 likes (avg.111.8333)
  21. 21. Social Media Strategy Efficiency3. Naver blog• Search Results Blog (2012)• 82(유세린) +47(Eucerin) = 129• Search Result Café• 164(유세린)+20(Eucerin) = 184
  22. 22. Thank you.Nickie Kyungin Hwang @kokkkiri
  23. 23. Segmentation 20s 30s 40s 50s
  24. 24. Targeting • 2 Generation Beauty Class ( With my baby / With my 20s mom)40s/50s • Dried out skin (Skin Dessert) 30s • Over-time working (Dark circle ghost) • GroomingHomme • Metro sexual After • After Skincare RemedyRemedy
  25. 25. Positioning• No.1 Hyaluronic Cosmetic• Broadly used in North America• Treatment Solution After Skincare remedy• Unisex Skincare

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