Marketing Strategy Utilized the Customer Point of Contact in the China Market: Case of COSME DECORTE of KOSE

Abstract

This paper looks at the customer-contact marketing strategies in the Chinese market for Kosé’s Cosme Decorté. Cosme Decorté is implementing a marketing strategy emphasizing proactive customer contact with young women living in cities. The company is trying to resolve the issues facing young women by combining the characteristics of its internet and physical stores. The traditional distribution system for cosmetics has focused on physical stores. As a newer brand in the Chinese market, Kosé uses customer contact at its Internet and physical stores to penetrate the market with its Cosme Decorté brand. This report discusses the findings of data gathered by Cosme Decorté both through customer contact online and in physical stores.