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TONYMOLY Cosmetic Company: A Small but Smart Marketing Player

  • Song, Ji-Hee;Lee, Sungho
    • Asia Marketing Journal
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    • v.15 no.1
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    • pp.169-188
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    • 2013
  • Established in 2006 as the forward integration effort by Taesung Industry, the major cosmetic packaging company, TONYMOLY has phenomenally grown to one of the major cosmetic brand companies in the submarket called, 'one brand-shop' of cosmetic market since 2008, after overcoming the crisis of 'going out of business' in a couple of early years. Within a relatively short period of time, TONYMOLY's performances have dramatically improved in terms of metrics such as growth in sales revenue, the number of stores, the average sales per store, transaction value per customer, the number of monthly transactions, the number of membership-based customers, and overseas sales. In this case study, we have examined TONYMOLY's recent marketing activities which may explain the plausible reasons behind the substantial growth of a small but smart cosmetic company. Above all, the first key success factor of TONYMOLY would be found in its adherence to the clear philosophy of the customer value proposition and/or the differentiated position of TONYMOLY as a brand of providing value. Second, this brand concept of value was first penetrated and welcomed among the foothold customer target group of mid and late teens with appropriate products, while the target groups were later expanded into the age group of twenties along with expansion of relevant products. Third, its differentiation efforts have been concrete and meaningful by utilizing unique ingredients in its product development and marketing efforts, unique fun packaging, and continuously introducing new hit-selling products as well as managing steady-selling products. Fourth, TONYMOLY has been smart enough to use its limited marketing money efficiently and effectively in its marketing communication activities. Viral marketing, PPL, and concentrated media planning and execution turned out to produce effective and efficient market-based performances such as awareness, word-of-mouth, and sales. Lastly, the marketing leadership of CEO and top management, emphasizing communications and interactions, was confirmed in the relationship quality with and trust level of its franchisees and internal employees. These key success factors may explain the recent phenomenal market performances of TONYMOLY. Despite recent successes, the major issues are presented for TONYMOLY to consider for maintaining its sustainable advantages and growth. The first issue concerns TONYMOLY's choice of growth philosophy between product/brand-centric marketing and customer-centric marketing. The second challenging issue relates to how TONYMOLY can cope with 'growing pains' plausibly accompanied with the rapid growth.

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A Mobile Office Support System: Applying Remote Data Synchronization and Device Management Methods (모바일 오피스 지원시스템: 원격 자료동기화와 장비관리 방법 적용)

  • Pak, Ju-Geon;Park, Kee-Hyun
    • Journal of Korea Society of Industrial Information Systems
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    • v.15 no.5
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    • pp.137-148
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    • 2010
  • In this paper, a mobile office support. system which consists of mobile devices and servers is proposed. An efficient mobile office support system is required to study since the existing mobile office support systems may face the serious problems such as an absence of interoperability, difficulties of data synchronization and device management in the near future, especially when a company has a large number of outdoor service employees. In this paper, a mobile office support system requirements for a company with a large number of outdoor service employees is proposed. And then, the methods to satisfy the requirements using a remote data synchronization and a remote device management technologies are proposed. The mobile office support system proposed in this paper synchronizes remotely a large number of various mobile devices of employees with centralized servers located in the company. In addition, it manages the mobile devices remotely for the employees. This paper proposes a mobile office support system based on OMA(Open Mobile Alliance) DS(Data Synchronization) and DM(Device Management) protocols. As OMA DS and DM protocols are de facto international standards, the interoperability between the mobile office support systems can be guaranteed.

The Study on Correlation between Traffic Accident Severity with Period and Cost of Treatment in Traffic Accident Outpatients Visiting a Korean Medicine Hospital (한방병원에 내원한 교통사고 외래환자에 있어서 사고규모와 치료기간 및 치료비용 간의 상관관계에 대한 연구)

  • Park, Ji-Yong;Hong, Nam-Jung;Lee, Min-Jung;Ahn, Ji-Hoon;Shin, You-Bin;Kim, Byung-Jung;Shin, Min-Geun;Ha, In-Hyuk;Lee, Jin-Ho
    • Journal of Korean Medicine Rehabilitation
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    • v.24 no.1
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    • pp.65-76
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    • 2014
  • Objectives The purpose of this study is to investigate the corelation between traffic accident severity and treatment period and cost by traffic accident. Methods Outpatients who visited Jaseng Korean medicine hospital traffic accident clinic were investigated by hospital computer system about period and cost of treatment. And we requested for repair cost of car, a sort of car groups and agreement date with car insurance company to insurance company. Therefore we could analysis statistical correlation of traffic accident severity (repair cost of car) with period of treatment, cost of treatment, number of treatment in same sort of car groups. For statistics, we used SPSS version 18.0 for windows. Results A significant positive correlation was found between traffic accident severity (repair cost of car) with repair cost of car, cost of treatment and number of treatment in semi-midsize car, midsize car group. But, any significant correlation wasn't found between traffic accident severity (repair cost of car) with repair cost of car, cost of treatment and number of treatment in small car, full-sized car group. In SUV (sport utility vehicle) car group some significant correlation was found, but it isn't between traffic accident severity (repair cost of car) with repair cost of car, cost of treatment and number of treatment. Conclusions It was found that traffic accident severity (repair cost of car) had an effect on cost of car, cost of treatment and number of treatment by statistical analysis. But, it was also suggested strongly that other factors like a cost of car and ages had an effect on them.

Trends of technology in design of CNC system for machine tools (공작기계용 computer 수치제어(CNC) 장치의 설계기술 동향)

  • 이광무
    • 제어로봇시스템학회:학술대회논문집
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    • 1986.10a
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    • pp.540-543
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    • 1986
  • In this article, recent trends of technology in design of CNC system for machine tools which has increased in number and applications by needs for FA(Factory Automation), save of labor in various industries, are described. These technology improvements in CNC system take place especially in the field of performance, reliability, compactness, price, etc. From these technology improvements, the theme of "performance improvements of CNC system" are selected and mostly described in this article. Also, the major features of a CNC system product of our company and its characteristics in system design are briefly described.described.

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Random number generation by use of de Bruijin sequence

  • Harada, Hiroshi;Kashiwagi, Hiroshi;Oguri, Kazuo
    • 제어로봇시스템학회:학술대회논문집
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    • 1988.10b
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    • pp.1033-1036
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    • 1988
  • This paper proposes a new method for generation of uniform random numbers using binary random sequences. These binary sequences are obtained from a de Bruijn sequence by random sampling method. Several statistical tests are carried out for the random numbers generated by the proposed method, and it is shown that the random numbers have good random properties.

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An Empirical Study on the Six Sigma's Effects on Quality Circles (6시그마가 품질분임조 활동에 끼친 영향에 대한 실증 연구)

  • 구일섭;김태성;임익성
    • Journal of Korean Society for Quality Management
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    • v.31 no.1
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    • pp.1-10
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    • 2003
  • In 1999, Six Sigma was introduced into Korea and after that it had general influence on company-wide management system. Quality Circles apply the various quality problem solving techniques such as QC 7 Tool, New QC 7 Tool, and statistical methods to rationalization, improvement in the shop floor. This paper empirically investigates the effects of Six Sigma on Quality Circles by analyzing the difference of problem solving technique's use. The number of teams employed in this study is 342, which participate in National Quality Circles Contest from 1997 to 2002 in Korea.

Literature Review of Six Sigma : Focused on Korean Research Papers (6시그마 문헌 연구 : 국내 연구를 중심으로)

  • Lee, Seung-Hyeon;Park, Kwang-Tae
    • Journal of Korean Society for Quality Management
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    • v.35 no.1
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    • pp.97-112
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    • 2007
  • Six Sigma methodology has been evolved since it was first introduced in late 1980's and the number of company which adopts Six Sigma is getting increased. Therefore, it is timely that ire review research papers on Six Sigma extensively. We review 85 papers published in Korea by April 2006 and classify them based on research contents and methodology. We suggest future research issues and fields which can adopt Six Sigma methodology.

Calculation of weight on netting with the changes of size and number of mesh for monofilament gill net fishing gear (그물코의 길이와 콧수의 변화에 따른 모노필라멘트 자망 그물감의 중량 계산)

  • Park, Seong-Wook
    • Journal of the Korean Society of Fisheries and Ocean Technology
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    • v.48 no.4
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    • pp.301-309
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    • 2012
  • A net-assembling company for gill net fishing gears makes a design based on the size of nets provided and determines floats, types of weights, and numbers. In addition, through the accurate examination of net weights in the process of fishing gear designing, it can prevent an excessive use of designing costs. The weight of twine can be easily calculated by its thickness differences, but the weight of netting has errors to be calibrated since the weight of netting is not changing exponentially with the changes of number and size of meshes. This study aims to suggest and empirically analyze the methods for estimating the weights of netting in accordance with the changes of number, size and thickness of meshes for a sound management of netting and net-assembling companies. Results indicated that the method using the knots and legs of netting was not practically usable because the errors were increased as the number of mesh increased. However, the method using netting area shown its usage potentiality with the calibration of the increasing ratio of mesh numbers.

Effects of HACCP System Implementation on Medicine Use and Productivity of Swine Farms in Korea

  • Cho, Jea-Jin;Baek, Seung-Hee;Lim, Dong-Gyun;Pyo, Su-Il;Lee, Won-Cheol;Nam, In-Sik
    • Food Science of Animal Resources
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    • v.30 no.3
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    • pp.392-396
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    • 2010
  • This study was conducted to examine the effect of HACCP implementation on the cost of medicine use, antibiotic utilization, and productivity of swine in Korea. Data were collected from forty-five swine farms before and after implementation of a HACCP system. The cost of medicine used, the number of different antibiotics used and the number of feeds containing antibiotic supplements added at the feed company tended to be lower (p>0.05) after HACCP implementation. Additionally, the number of feeds containing antibiotics supplemented at the farm was significantly lower after HACCP implementation (p<0.05). Moreover, the number of piglets born per sow per year and pigs marketed per sow per year were higher after HACCP implementation (22.0, 20.0) than before HACCP implementation (20.4, 18.9). These results suggest that implementation of HACCP systems on swine farms may provide beneficial effects such as reduction of medical expenses and improved productivity, as well as increased safety of livestock products for consumers.

New Coordination Approach to Minimize the Number of Re-adjusted Relays When Adding DGs in Interconnected Power Systems

  • Ibrahim, Doaa Khalil;El Zahab, Essam El Din Abo;Aziz Mostafa, Saadoun Abd El
    • Journal of Electrical Engineering and Technology
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    • v.12 no.2
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    • pp.502-512
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    • 2017
  • The presence of DGs in power system networks tends to negatively affect the protective relays coordination. The proposed method introduces an approach to minimize the numbers of relays that acquire new settings on contrary to their original settings (case without DG), to achieve relays coordination in case of adding DG, since relays coordination with minimum number of relays of re-adjusted settings represents economical target, especially in networks containing mixture of electromechanical and adaptive digital relays. The scheme decides the possible minimum number of re-adjusted relays and their locations in an optimum manner to achieve proper relays coordination in case of adding DGs. The proposed approach is divided into two successive phases; the first phase is stopped when the first relays coordination solution is achieved. The second phase increases the possibility to keep higher number of relays at their original settings than that obtained in first phase through achieving multi solutions of relays coordination. The proposed approach is implemented and effectively tested on the well-known IEEE-39 bus test system.