customer research in ho chi minh city - presentation course(08-12-2011) yi sung won
TRANSCRIPT
Customer Research in Ho Chi Minh
City- Presentation course(08-12-2011)
Yi Sung Won
Introduction
Research & Development centerProduct development and Quality control5 Months in Ho Chi Minh CityMarket and Customer research & Foreign culture study
Contents
1.Overview
2.Customer survey
3.New product tar-
get
4.Conclusion
- Needs for Ideal skin
- Skin type & problem
1. Overview
Project Objective : Specialized product development for Vietnamese customers
Market & Cul-ture
Research
Customer survey
Focus Group
Interview
Specialized cosmetic product for Vietnamese
Women
Cooperate Introduc-tion
Global Ranking
2. Customer survey
3 Most beatiful vietnamese Women ?
The opinions about beauty is different by age groups
1. 20s : High potential of emerging market- 56% are under 30s(future customers) => high proportion!
2. Customer survey
20s vs. 30s~50s
2. Target customer of Laneige- 20s~30s
< 20
2. Customer survey
Softness, no acne are the most important factors in 20s.
color
wrinkless
no pore
no acne
moist
bright
soft
0% 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ideal skin condition
30~50s20s
Not white
or bright
!
2. Customer survey
Complex> Oily > Normal > Dry
10% of 20s think that they have allergic skin
dry oily normal complex0%
10%
20%
30%
40%
50%
Skin type
20s 30~50s
sensitive allergy0%
5%
10%
15%
20%
25%
Skin type(problems)
20s 30~50s
2. Customer survey
Dark circle & Acne are the biggest skin problems of 20s.
Wrinkle
freckle
pore
roughness
dark circle under eyes
eye wrinkle
skin color(tone)
darkness
low elasticity
acne
redness
0% 10% 20% 30% 40% 50% 60%
Skin problems
30~50s20s
3. New Product Target
Eye serum & mask => Strong promotion => Dark circle treatment
Laneige White Plus Renew Eye
Treatment & Apple zone Mask
Clinical test in Vietnam
Volunteers & SNS Marketing
3. New Product Target
Low sensitive Acne treating product line
From Direct Customer Contact research :
“After using acne treating cosmetics, Allergic symptoms ap-
peared…” (20s, Student)
“I can’t use base makeup because of acne…” (20s, office
worker)
“After acne, I worry about hole. So I cover…” (20s, office
worker)
Cleansing Foam Spot treatmentNoncomedo-
genicBB Cream
Safety!
Cooperate Introduc-tion
Global Ranking
4. Conclusion
1. Ideal skin : Softness > White, no acne(20s)
2. Skin type : Complex> Oily > Normal > Dry
3. Dark circle & Acne are the biggest problems
(20s)
4. New product suggestion
- Whitening Eye serum & mask promotion,
clinical test
- Low sensitive acne treating product line
Q&A
Q & A