Étude House
Etude House
Introduction
Etude House is a Korean cosmetic brand with a particular focus on fun makeup products offers creative and unique products characterized by sensational colours and the up-to-date trends. The brand was founded in 1966 and incorporated by Amore Pacific in 1990. Etude’s name was inspired by Polish Composer Frederic Chopin’s Studies for the piano. Their mission is to beautify young women through lovely products and friendly counseling, therefore, their products are more targeted towards the youth market. Etude House Singapore, had its grand opening in Singapore in June 2009. In recent years, the Korean wave, namely Hallyu, has entered and became rather popular here in Singapore, and Etude house itself being a Korean brand, uses Korean pop stars to market their products, attracting the masses of Hallyu fans. The company utilises on the few factors of Microenvironmental forces and Macroenvironmental forces and uses them to market their products to the market in Singapore. I will be looking into the few forces they are using to do so.
Macroenvironmental Forces
The macroenvironment consists of larger societal forces that affect the microenvironment. Two of the potential forces that affects the marketing of Etude House would be the market’s Cultural and Demographic forces.
Cultural
http://www.blackwellreference.com/public/tocnode?id=g9781405131995_yr2012_chunk_g978140513199516_ss5-1
Korean pop culture does not have any religion or race attached to it, therefore, it appeals to most of the Singapore market’s secondary beliefs. Korean Pop culture, or Hallyu, has made its way into Singapore and became rather popular over the past 3 years. Young adults are influenced by Korean culture through Korean dramas and music. With reference to the above source, it cites that the strong Korean culture has made its way through the world, including Singapore, with its blockbuster movies, television programmes, its fashion as well as its music.
Introduction
Etude House is a Korean cosmetic brand with a particular focus on fun makeup products offers creative and unique products characterized by sensational colours and the up-to-date trends. The brand was founded in 1966 and incorporated by Amore Pacific in 1990. Etude’s name was inspired by Polish Composer Frederic Chopin’s Studies for the piano. Their mission is to beautify young women through lovely products and friendly counseling, therefore, their products are more targeted towards the youth market. Etude House Singapore, had its grand opening in Singapore in June 2009. In recent years, the Korean wave, namely Hallyu, has entered and became rather popular here in Singapore, and Etude house itself being a Korean brand, uses Korean pop stars to market their products, attracting the masses of Hallyu fans. The company utilises on the few factors of Microenvironmental forces and Macroenvironmental forces and uses them to market their products to the market in Singapore. I will be looking into the few forces they are using to do so.
Macroenvironmental Forces
The macroenvironment consists of larger societal forces that affect the microenvironment. Two of the potential forces that affects the marketing of Etude House would be the market’s Cultural and Demographic forces.
Cultural
http://www.blackwellreference.com/public/tocnode?id=g9781405131995_yr2012_chunk_g978140513199516_ss5-1
Korean pop culture does not have any religion or race attached to it, therefore, it appeals to most of the Singapore market’s secondary beliefs. Korean Pop culture, or Hallyu, has made its way into Singapore and became rather popular over the past 3 years. Young adults are influenced by Korean culture through Korean dramas and music. With reference to the above source, it cites that the strong Korean culture has made its way through the world, including Singapore, with its blockbuster movies, television programmes, its fashion as well as its music.