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Case Title:

AmorePacific: Creating Global Brands

Publication Year : 2004

Authors: Shalini, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products

Region:South Korea

Case Code: BBP0002

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
By 2003, due to the limited growth potential of its domestic market, AmorePacific, the largest cosmetic manufacturer of South Korea, was banking heavily on its expansion in the international markets. After establishing itself in the huge Chinese market, the company planned to enter the highly competitive French market with its perfume brand 'Lolita Lempicka'. The success of Lolita Lempicka in France gave the company enough impetus to enter into the lucrative markets of Europe and the US.

Pedagogical Objectives:

    To discuss the innovative strategy implemented by AmorePacific to establish its brand in the global cosmetic industry.

Keywords : AmorePacific; Lolita Lempicka; Pacific Chemical Industries Corporation; AMORE; Mamonde; Laneige; Growth Strategies Case Study; Lope; SulWhaSoo; Castelbajac; Fast and focus strategy; Kyung Bae Seo; AmorePacific mega brands; AmorePacific Cosmetics Shenyang Co Ltd; Pacific Europe; Pacific Research and Development Centre

Contents:

  • Introduction
  • A brief overview
  • Branding in the domestic market
  • A global brand in the making

  • Future plans
  • Brands from AmorePacific
  • Timeline of AmorePacific
  • Financials of AmorePacific (1999-200...)

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