A Study of Brand Positioning of Skin Care Products—An Example of Brands in Department Store

• Main Author: 余嘉哲
• Other Authors: 唐瓔璋
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/01444665603279678358

碩士 === 國立交通大學 === 經營管理研究所 === 93 === Nowadays, the market of cosmetics and skin care products in Taiwan is flooded with international brands; hence the import number increases every year. In 2003, the import amount of cosmetics and skin care products reached 19.2 billion dollars, and the total number in 2003 also increased 16.7 % than 2002. Among them, skin care products show the great need; its import amount is 12.6 billion dollars. Still, the face care products occupied over 6 billion dollars. This research uses Aaker's brand equity as the relative attribute for brand positioning and applies perceptual map created by Multidimensional Scaling to depict and analyze the difference among brands in the department stores. Finally, we use the result to suggest strategies for brands. This research selects six brands in department stores as research objects and interviews 320 customers who had bought or used those products. According to the statistic result, six brands can be divided into four groups. The first category is Shiseido, Kose and SK-II. The second category is Shu Uemura. The third group is Kanebo. The fourth group is Estee Lauder.