1. Group members: 林子暖 冉可 陈敏慧 蔡煜佳 曾乐怡 梁玉嫦 陈敏慧 蔡煜佳 曾乐怡 梁玉嫦

2. Introduction Japan DHC ’ s makeup business began in 1983 and now is a leading manufacture of cosmetics, committing to natural,mild and effective skincare products. Japan DHC ’ s makeup business began in 1983 and now is a leading manufacture of cosmetics, committing to natural,mild and effective skincare products.

3. Target market: DHC mainly aims at those young fashionable urban men and women who have some spending power, such as white-collar workers or college students with higher education. They are middle- income erners. They pursuit a high-quality life,thus paying attention to their external image and skin care. Effective but low-added and hypoallergenic skincare products are what they need. DHC mainly aims at those young fashionable urban men and women who have some spending power, such as white-collar workers or college students with higher education. They are middle- income erners. They pursuit a high-quality life,thus paying attention to their external image and skin care. Effective but low-added and hypoallergenic skincare products are what they need.

4. Marketing Mix Marketing Mix Product Product Product Price Price Price Promotion Promotion Promotion Place Place Place

5. . Product : DHC products are simple yet effective, with nothing unnecessary that might harm the delicate balance of healthy skin. Their entire skincare line was founded on the principles of olive oil. Many of their products include olive oil because it continues to be among the best natural ingredients for helping people achieve and maintain radiant, youthful-looking skin.

6. Price: Its price is acceptable, occuping a certain share in mid-end market.

7. Promotion ： ① Advertisement alliances : DHC promote its products by means of network advertisement alliances, which has the less marketing cost but a better marketing effect, compared with the traditional media. ① Advertisement alliances : DHC promote its products by means of network advertisement alliances, which has the less marketing cost but a better marketing effect, compared with the traditional media. ② Experience marketing: DHC adopts the strategy that provides the consumers to try out and experience the products. Consumers only need to write down the true information and mailing address,and then they can get the free sample. After using the DHC sample, consumers surely comment on the products and communicate with others. ② Experience marketing: DHC adopts the strategy that provides the consumers to try out and experience the products. Consumers only need to write down the true information and mailing address,and then they can get the free sample. After using the DHC sample, consumers surely comment on the products and communicate with others.

8. ③ Membership system: if the consumers ask for the free sample or order the commodity via telephone or the Internet, they can be a member of DHC without paying membership dues. The member of DHC can receive DM magazines, which is the bond of message sending and two-way communication between DHC and its members. It greatly strengthens customer loyalty, reducing the distance between DHC and its consumers. DHC has already had 3.8 million memberst till October 2004. ③ Membership system: if the consumers ask for the free sample or order the commodity via telephone or the Internet, they can be a member of DHC without paying membership dues. The member of DHC can receive DM magazines, which is the bond of message sending and two-way communication between DHC and its members. It greatly strengthens customer loyalty, reducing the distance between DHC and its consumers. DHC has already had 3.8 million memberst till October 2004. ④ Packaging : When it comes to the product packaging, DHC prefers to environmentally friendly packaging. They are simple and decent. ④ Packaging : When it comes to the product packaging, DHC prefers to environmentally friendly packaging. They are simple and decent.

9. Place DHC has adopted a called “ communication marketing ”, a unique sales model, including free telephone order, online order and SMS order. Goods can be delivered straight to the consumer's home. To avoid fake and inferior products and protect consumer ’ s benefit, DHC adopts the national unified telephone number and web site, no other agents, thus creating a safe shopping environment. DHC has adopted a called “ communication marketing ”, a unique sales model, including free telephone order, online order and SMS order. Goods can be delivered straight to the consumer's home. To avoid fake and inferior products and protect consumer ’ s benefit, DHC adopts the national unified telephone number and web site, no other agents, thus creating a safe shopping environment.