-- not a blog task actually

Name: Nova Puspitasari – R52 MB IPB

Experience:

First, I am not the type of woman who looks feminine and gives too much attention to my appearance as the other women. I rarely buy cosmetics. Meanwhile, I have a special interest in a Korean boy band, EXO. I love to collect EXO’s merchandises, as long as it is still in my financial capabilities and practically usable.

However, a Korean cosmetic brand named Nature Republic, was endorsing EXO. They sold their lip balm, in unique packaging using EXO’s photos and gave freebies such as EXO photo cards and standee. Even though I actually rarely use lip balm, I felt that I need of such items, so I bought it. Roughly speaking, I shopped because of the packaging and bonuses, not because I need a lip balm or anything else.

Marketing communications: Promotions. By endorsing, they could gain more customers even customers who were not included in their usual segmentation, or simply, even expanded their markets.