A Study of Marketing Strategy of Taiwan Own Brand Cosmetic Manufacturers - The Cases of Taiyen, Taiwan Sugar, and Formosa Plastics Group.

• Main Authors: Ming-Fen Wang, 王敏芬
• Other Authors: Mu-Lan Hsu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/j724k5

碩士 === 世新大學 === 行政管理學研究所(含博、碩專班) === 93 === For many years, Taiwan cosmetic manufacturers has always producing the goods for some international brand; however, recently many of the Taiwanese manufacturers, in hopes to increase theirs own profit, have develop own brand in cooperate with the “2008 development plan” from the Executive Yuan.Three companies was chosen for this study: Taiyen , Taiwan Sugar, and Formosa Plastics Group. In-depth interviews from the key personnel were conducted to understand the marketing strategies and brand management tactics for these company. The analysis was based on the 6P (Product , Price , Place , Promotion , Politics and Public Relation )framework. The conclusions are as follows: 1.Product: When a new brand was launched into the market, it is the quality of goods that is favored initially by consumers, in addition, the completeness of products line and the after-sale service provide by the company are also important factors. 2.Price: An own brand manufacturers must keep certain price (profit margin) consistent, in order to keep up with the R&D and product quality demand, to ensure brand image. 3.Place: With the locations and channels being on of the important factors, the manufacturers must kept a good relationship with both physical channels and virtual channels, in order to reach the best profit. 4.Promotion: Stage the advertisement according to products life cycle, using short-term advertisement or public activities, from the results of this study, it is concluded that mass media is the most effective tool. 5.Politics: Keep good relation with the government, and combine the relevant industry, study other country’s experience, could open new vision for the cosmetic products industry . 6.Public Relation: being good relation with the media, the using insider to communicates with the outside, in order to save the capitals, also this help to understand the consumer demand further, which become the edge in marketing strategy.