At KARMART, 2016 has proven to be a harvesting year during which stakeholders of the corporation benefited from gains in various aspects. The harvest was only made possible because the company launched and executed numerous strategic initiatives targeted at enhancing product development, expanding sales channels and improving brand awareness etc. In 2017, the company shall strive to fulfill the mission of expanding domestically and regionally to achieve our vision of becoming one of the world's leading beauty providers.
The primary goal with regards to the consumer aspect is to secure KARMART's leading market position and further increase market share with carefully planned marketing strategies. Customer relationship building will also remain as another key focus as we target to continuously capture new target segments.
- Raise benchmark regarding selection of production facilities and ensure only the best quality ingredients are used to manufacture the best products so as to sustain credibility, confidence and trust among consumers.
- Launch marketing events which focus on strengthening brand loyalty and providing customers with delightful experiences and further partakes in Corporate Social Responsibility (CSR) activities.
- Secure high value business partners to expand distribution and logistics networks extensively and further enhance product accessibility to provide greater convenience for consumers.
- Advance standards of product quality and shelf life and standardize product label in accordance with governmental regulations so as to provide greater security for consumers.
In pursuit of our ambition to be the unique beauty solution provider for all, KARMART will continue to place strong emphasis on product research and development and expand our wide-ranging signature lines to fulfill the ever-changing needs of today's modern consumers.
- Create innovation
With utmost dedication to creativity and innovation, the company believes that product innovation should not only deliver exciting user experiences for customers and should also come equipped with the highest product quality. Therefore, we will continue to strive for product excellence in 2017 and bring to our customers the most revolutionary experiences along with highest quality assurance.
- Expand product line
Fulfilment of customer needs through product diversity is the key element which drives the company. By expanding product variety without compromising the unique styles and concepts of existing products, KARMART shall further expand product lines for both domestic and overseas customers moving forward.
- Strengthen research and development
Through the strategic collaboration with JKOS Laboratories Company Limited, one of the leading cosmetic manufacturers, fragrance packaging company and supplier of beauty accessories, KARMART is well equipped to bring our research and development function to the next higher level and work towards international standards and certifications.
With the implementation of a 360-degree pervasive marketing strategy, KARMART will further enhance brand awareness and brand accessibility by going Above the Line (ATL) as well as Below the Line (BTL). The basis which guided the strategy lies in the fact that the success or failure of a cosmetic product comes from consumers' confidence level, both in terms of brand image and product quality. Moving ahead, KARMART aims to invest more resources in strengthening brand recall/ brand recognition by choosing the right mix of advertising tools as well as timing and frequency. An appropriate mix of TVC, newspaper, magazine as well as other advertising media together with selection of the right brand endorsers that matches characteristics of KARMART brand will promote and leverage KARMART brand image both as an organizational corporate identity as well as product and service attributes.
As a corporation, we believe that values are only sustainable if they benefit all aspects of the community a business operates in. Internally, ethics remain as the foundation of KARMART business and we plan to better enforce ethical decision making through transparent work processes, critical management control and regular risk assessment. Beyond the company, we shall continue to work towards the following goals in 2017:
- Deliver product innovation and service excellence for customers,
- Create value efficiently for stakeholders,
- Uphold social responsibility towards the community and
- Expand market to drive value creation.