Branding Strategies of Etude House Products in Singapore
On 15th July 2014, close to 90 students from the Diploma in Business Administration and the Diploma in Engineering with Business attended a Talk at MLT 11 on “Branding Strategies of Etude House Products in Singapore”. Guests from industry included Ms. Lyn Tan, Brand General Manager of Etude House; Mr. Daniel Khoo, Executive Director of AdBox; and Ms. Serene Toh, Managing Director of AdBox. The industry guests were warmly welcomed by Mr. Reginald Wee, Director of SP Business School; Mr. Tang Kah Heong, Senior Manager and DBA Course Chair of SP Business School and Ms. Sarah Lim, Section Head of Marketing-Retail Management of SP Business School.
Ms Celine Cheang, the Guest Speaker and Etude House Trainer, started off with a video on the background introduction of Etude House, before engaging the crowd with the question, “Everybody is born to be a princess right?” The question gathered a unanimous “Yes!” from the raucous female crowd.
Ms Celine Cheang spoke on the importance of a brand personality. She pointed out that now Etude House positions itself as a Girlish Princess. She then stressed on the importance of innovation and gave an example on how its products are now all cute and girlish to reach out to the inner princess inside of every girl.
Ms Cheang added that Etude House is a company based in South Korea and it has hired K-Pop idols - F(x) as well as SHINee to be its spokesperson. The company targets 18-24 years old females. Ms Cheang explained that as part of their main marketing strategy in Singapore, Etude House aims to develop three focus areas. Firstly, above the line marketing (ATL) allows them to reach out to the mass audience through the use of traditional print media and outdoor ads. Secondly, below the line marketing (BTL) is essentially targeting a specific group of people through flyers, email marketing or a direct telemarketing campaign targeting at specific businesses. Lastly, through the line marketing is an integrated approach which combines both ATL and BTL marketing to reach their audience. This can be done through special events, sponsorship or social media.
Ms Celine Cheang spoke about how Etude House rode on the current beauty trends and used them to market its products. She then covered the essential steps of a beauty regime for both day and night. She explained how Etude House was able to propel its brand through the marketing of these various products, since it was able to meet the changing needs and wants of the population for better beauty products.
Lastly, Ms Cheang ended off with the introduction of the Beautizen Program, which aims to locate potential social communicators who spread Etude House’s pink spirit. Simply put, it is a Korea beauty related activity opened from mid July to mid August 2014, to Singapore polytechnic or university students for them to learn the ways to market in the beauty industry. For example, these participants would learn to plan both online and offline promotional activities and assess the results afterwards.
The students had a wonderful time listening to the Talk and mingling with the distinguished guests from Etude House after the event as they gained both insights about Etude House branding strategies as well as invaluable skincare tips. Jacelyn Tan, a year 3 DBA student, said, “The Speaker showed me the importance of keeping up with current trends and changes because if we do not adapt fast enough, competitors may be able to step in and capture the market share.”
(Attentive listening from those who attended)
(The proud recipients of the goodies!)
(Another proud recipient of the goody)
(Students eagerly asking questions after the presentation.)
(A photo of the industry professionals and SP lecturers.)
(Article written by Sunny Ho of DBA/FT/3A/12 and Dexter Choo of DBA/FT/3A/11. Photos taken by Solomon Yung of DBA/FT/3A/12 and Lee Ee Hong of DBA/FT/3A/12)