[youtube]https://www.youtube.com/watch?v=-kB7XTdpUFg[/youtube]
A Successful Commercial – ETUDE
A successful marketing strategy includes great commercials. Referring to the textbook, a good marketing strategy clearly identifies a target market and marketing mix; moreover, a good commercial is designed to communicate the most valuable information about the product to the targeted consumers. After people get to hear about the superiority of the product, they will purchase it once or twice to give it a try, and hopefully will be so satisfied that attach their loyalty to this product. Thus, I think Commercials are extremely important in the first-hand delivery of information to the prospective consumers.
Of course, not every commercial is a success story. There are poorly designed commercials that do not appear to consumers. However, good commercials can really have an impact on sales. One such successful commercial is produced by a Korean cosmetic company called ETUDE. Their commercial is really creative, interesting, cute, and cleverly manipulative.
I don’t understand Korean at all; however, without knowing any Korean words, I got to know the theme and the plot of the channel. What I find important here is that this commercial achieves to be easily understood by people around the world without creating many language barriers or literacy problems. It is very clever that the company used Cinderella’s story which is well-known by all girls around the world. Then, Etude altered the plot by creating a different ending: instead of the girl who lost her shoe, the modern prince picks her sister because of her beautiful innocent fresh looking appearance due to her use of ETUDE product. ETUDE make-up, which has a target market among young girls between 15-28, promotes its products by saying that every girl can be Cinderella, as long as she is using ETUDE makeup.
(Posted on Jan 15th, 2011.)