Overview about Aupres
Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it ca...
Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it ca...
Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it ca...
Market Analysis   Cosmetics in   China(1990s)
Market Analysis   Cosmetics in   China(1990s)
Market Analysis   Cosmetics in   China(1990s)                  Low
Market Analysis                  High   Cosmetics in   China(1990s)                  Low
Market AnalysisImported cosmetics in China                              High      Cosmetics in      China(1990s)          ...
Market AnalysisImported cosmetics in China                              High      Cosmetics in      China(1990s)          ...
Market AnalysisImported cosmetics in China                              High      Cosmetics in      China(1990s)          ...
Market Analysis              Imported cosmetics in China                                            HighMiddle to high end...
Market Analysis              Imported cosmetics in China                                            HighMiddle to high end...
Market Analysis              Imported cosmetics in China                                              HighMiddle to high e...
Market Analysis              Imported cosmetics in China                                              HighMiddle to high e...
Further Segment gender, age, incomes, geography
Further Segment gender, age, incomes, geography
Further Segment      gender, age, incomes, geographyAupres              Launched in 1994JS                   Launched in 2...
Target
TargetAupres——Young white collars aged 20-30with higher-than-average salary;
TargetAupres——Young white collars aged 20-30with higher-than-average salary;Supreme Aupres——Women who are 30-35with high i...
TargetAupres——Young white collars aged 20-30with higher-than-average salary;Supreme Aupres——Women who are 30-35with high i...
PositioningResearch what Chinese favors /Chinese Model:
PositioningResearch what Chinese favors /Chinese Model:    Be more white    Smooth And Moisturized    Elastic    ……
PositioningResearch what Chinese favors /Chinese Model:    Be more white    Smooth And Moisturized    Elastic    ……
PositioningResearch what Chinese favors /Chinese Model:    Be more white    Smooth And Moisturized    Elastic    ……       ...
3H Projected into 4PsHigh Quality        High Image     High Service               Soul of Aupres
High quality  Product (technique support from SHISEIDO)Japan(COB)         R&D      Made for Chinese only
High quality  Product (technique support from SHISEIDO)Japan(COB)         R&D      Made for Chinese only
High quality  Product (technique support from SHISEIDO)Japan(COB)         R&D      Made for Chinese only
High quality  Product (technique support from SHISEIDO)Japan(COB)         R&D      Made for Chinese only
High quality  Product (technique support from SHISEIDO)Japan(COB)         R&D      Made for Chinese only                 C...
High imagePrice       100RMB      1% (monthly income≧3000RMB)             counter sales & specialty store chainPlace      ...
Price                            Go BackSales image and price are fixednationwide.No price increases.100RMB---280RMB for 20...
Place                                        Go BackAupres store counters have covered all theprovinces in China. Usually ...
Place                                        Go BackAupres store counters have covered all theprovinces in China. Usually ...
Place                                        Go BackAupres store counters have covered all theprovinces in China. Usually ...
Place                                        Go BackAupres store counters have covered all theprovinces in China. Usually ...
Place                                        Go BackAupres store counters have covered all theprovinces in China. Usually ...
Go BackPromotionStar spokesmanPR news/event
high service     “100% Customer Centered”
high servicePromotion     “100% Customer Centered”
high servicePromotion     “100% Customer Centered”实现营销战略的核心是会员制的美容中心方式。"在美容中心,我们对顾客提供免费美容服务,创造出每一位顾客特有的美。当然,这些美容中心也是最新化妆品信...
Tangible ServiceIntangible Service
Tangible Service    Sales Assistant = Beauty consultantIntangible Service
Tangible Service    Sales Assistant = Beauty consultant    Beauty Centers (Beauty DIY)Intangible Service
Tangible Service    Sales Assistant = Beauty consultant    Beauty Centers (Beauty DIY)Intangible Service    Treatment Tips...
Tangible Service    Sales Assistant = Beauty consultant    Beauty Centers (Beauty DIY)Intangible Service    Treatment Tips...
Tangible Service    Sales Assistant = Beauty consultant    Beauty Centers (Beauty DIY)Intangible Service    Treatment Tips...
Tangible Service    Sales Assistant = Beauty consultant    Beauty Centers (Beauty DIY)Intangible Service    Treatment Tips...
Not only a marketing process for Aupres  But also a process from 4Ps to 4Cs    Customer! Customer! Customer!
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Shiseido aupres

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Shiseido aupres

  1. 1. Overview about Aupres
  2. 2. Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it came to China in 1991 as a joint venture with Beijing Liyuan Company.
  3. 3. Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it came to China in 1991 as a joint venture with Beijing Liyuan Company.Marketing Process of Aupres
  4. 4. Overview about Aupres AUPRES, meaning “beside” or “close to” in French originated from Japan as a brand of SHISHEDO, it came to China in 1991 as a joint venture with Beijing Liyuan Company.Marketing Process of Aupres
  5. 5. Market Analysis Cosmetics in China(1990s)
  6. 6. Market Analysis Cosmetics in China(1990s)
  7. 7. Market Analysis Cosmetics in China(1990s) Low
  8. 8. Market Analysis High Cosmetics in China(1990s) Low
  9. 9. Market AnalysisImported cosmetics in China High Cosmetics in China(1990s) Low
  10. 10. Market AnalysisImported cosmetics in China High Cosmetics in China(1990s) Low
  11. 11. Market AnalysisImported cosmetics in China High Cosmetics in China(1990s) Low
  12. 12. Market Analysis Imported cosmetics in China HighMiddle to high endDomestic cosmetics Cosmetics in China(1990s) Low
  13. 13. Market Analysis Imported cosmetics in China HighMiddle to high endDomestic cosmetics Cosmetics in China(1990s) Low
  14. 14. Market Analysis Imported cosmetics in China HighMiddle to high end 1% populationDomestic cosmetics Cosmetics in China(1990s) Low
  15. 15. Market Analysis Imported cosmetics in China HighMiddle to high end 1% populationDomestic cosmetics Cosmetics in China(1990s) Low Further Segment
  16. 16. Further Segment gender, age, incomes, geography
  17. 17. Further Segment gender, age, incomes, geography
  18. 18. Further Segment gender, age, incomes, geographyAupres Launched in 1994JS Launched in 2001Supreme Aupres Launched in 2006
  19. 19. Target
  20. 20. TargetAupres——Young white collars aged 20-30with higher-than-average salary;
  21. 21. TargetAupres——Young white collars aged 20-30with higher-than-average salary;Supreme Aupres——Women who are 30-35with high income;
  22. 22. TargetAupres——Young white collars aged 20-30with higher-than-average salary;Supreme Aupres——Women who are 30-35with high income;JS series——Men who are 25+ with theimage of successful figures
  23. 23. PositioningResearch what Chinese favors /Chinese Model:
  24. 24. PositioningResearch what Chinese favors /Chinese Model: Be more white Smooth And Moisturized Elastic ……
  25. 25. PositioningResearch what Chinese favors /Chinese Model: Be more white Smooth And Moisturized Elastic ……
  26. 26. PositioningResearch what Chinese favors /Chinese Model: Be more white Smooth And Moisturized Elastic …… Brand Fame: Aupres is known for it’s whitening beauty and freckles-elimination skin-care products.
  27. 27. 3H Projected into 4PsHigh Quality High Image High Service Soul of Aupres
  28. 28. High quality Product (technique support from SHISEIDO)Japan(COB) R&D Made for Chinese only
  29. 29. High quality Product (technique support from SHISEIDO)Japan(COB) R&D Made for Chinese only
  30. 30. High quality Product (technique support from SHISEIDO)Japan(COB) R&D Made for Chinese only
  31. 31. High quality Product (technique support from SHISEIDO)Japan(COB) R&D Made for Chinese only
  32. 32. High quality Product (technique support from SHISEIDO)Japan(COB) R&D Made for Chinese only Customer
  33. 33. High imagePrice 100RMB 1% (monthly income≧3000RMB) counter sales & specialty store chainPlace online star spokesmanPromotion PR news/event
  34. 34. Price Go BackSales image and price are fixednationwide.No price increases.100RMB---280RMB for 20 years
  35. 35. Place Go BackAupres store counters have covered all theprovinces in China. Usually can be seen in the1st floor of the mall facing the entrance gate.Specialty Stores are always located in thedowntown area.E-commerce
  36. 36. Place Go BackAupres store counters have covered all theprovinces in China. Usually can be seen in the1st floor of the mall facing the entrance gate.Specialty Stores are always located in thedowntown area.E-commerce
  37. 37. Place Go BackAupres store counters have covered all theprovinces in China. Usually can be seen in the1st floor of the mall facing the entrance gate.Specialty Stores are always located in thedowntown area.E-commerce Cost Convenience
  38. 38. Place Go BackAupres store counters have covered all theprovinces in China. Usually can be seen in the1st floor of the mall facing the entrance gate.Specialty Stores are always located in thedowntown area.E-commerce Cost Convenience
  39. 39. Place Go BackAupres store counters have covered all theprovinces in China. Usually can be seen in the1st floor of the mall facing the entrance gate.Specialty Stores are always located in thedowntown area.E-commerce Cost Convenience
  40. 40. Go BackPromotionStar spokesmanPR news/event
  41. 41. high service “100% Customer Centered”
  42. 42. high servicePromotion “100% Customer Centered”
  43. 43. high servicePromotion “100% Customer Centered”实现营销战略的核心是会员制的美容中心方式。"在美容中心,我们对顾客提供免费美容服务,创造出每一位顾客特有的美。当然,这些美容中心也是最新化妆品信息提供的中心。"(资生
  44. 44. Tangible ServiceIntangible Service
  45. 45. Tangible Service Sales Assistant = Beauty consultantIntangible Service
  46. 46. Tangible Service Sales Assistant = Beauty consultant Beauty Centers (Beauty DIY)Intangible Service
  47. 47. Tangible Service Sales Assistant = Beauty consultant Beauty Centers (Beauty DIY)Intangible Service Treatment Tips & Beauty Tips
  48. 48. Tangible Service Sales Assistant = Beauty consultant Beauty Centers (Beauty DIY)Intangible Service Treatment Tips & Beauty Tips Club Membership (travel, party, lecture......)
  49. 49. Tangible Service Sales Assistant = Beauty consultant Beauty Centers (Beauty DIY)Intangible Service Treatment Tips & Beauty Tips Club Membership (travel, party, lecture......)
  50. 50. Tangible Service Sales Assistant = Beauty consultant Beauty Centers (Beauty DIY)Intangible Service Treatment Tips & Beauty Tips Club Membership (travel, party, lecture......) Communication
  51. 51. Not only a marketing process for Aupres But also a process from 4Ps to 4Cs Customer! Customer! Customer!

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