A Study of Product Bundling Strategies in Cosmetic Industry
| Autor: | Hung-Jen Yu, 尤宏仁 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Bundling sales strategies were popular among cosmetics products. Manufacturers often used different products to arrange and combine, with preferential prices, in order to attract consumers to buy, and make the sales of all products. This study explored the way in which the cosmetics products by bundled sales, and discussed the implementation of the bundled marketing strategy in the cosmetics industry and its implications. By in depth interviews, this research visited several industry leaders to asked their opinions about bundling sales strategies. This study concluded that bundled sales were commonly used in the cosmetics industry during the launch of new seasons and during major festivals; product portfolio design, value discounts and product complementarity, the specific matching methods were: "seasonal main products to match other products", "main products with other products", and"use small capacity to match major products". The study also found that the cosmetics industry must have a theme when usedbundling selling, otherwise it could easily lead to a return risk. When bundled combination was not selling well, the profits could be hurt. The success of the bundled sales in the cosmetics industry lies in the presentation of price discounts and whether the product portfolios were complementary. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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