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Brands & Branding and Private Labels Case Study
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
OR
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
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