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Customer Research in Ho Chi Minh City - Presentation course(08-12-2011)

Customer Research in Ho Chi Minh City - Presentation course(08-12-2011). Yi Sung Won. Introduction. Research & Development center Product development and Quality control. 5 Months in Ho Chi Minh City Market and Customer research & Foreign culture study. Contents. Overview Customer survey

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Customer Research in Ho Chi Minh City - Presentation course(08-12-2011)

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  1. Customer Research in Ho Chi Minh City - Presentation course(08-12-2011) Yi Sung Won

  2. Introduction Research & Development center Product development and Quality control 5 Months in Ho Chi Minh City Market and Customer research & Foreign culture study

  3. Contents • Overview • Customer survey • New product target • Conclusion • Needs for Ideal skin • Skin type & problem

  4. 1. Overview Project Objective : Specialized product development for Vietnamese customers Focus Group Interview Customer survey Market & Culture Research Specialized cosmetic product for Vietnamese Women

  5. Cooperate Introduction Global Ranking 2. Customer survey The opinions about beauty is different by age groups 3 Most beatiful vietnamese Women ?

  6. 2. Customer survey 20s vs. 30s~50s • 20s : High potential of emerging market • 56% are under 30s(future customers) => high proportion! < 20 2. Target customer of Laneige - 20s~30s

  7. 2. Customer survey Softness, no acne are the most important factors in 20s. Not white or bright!

  8. 2. Customer survey Complex> Oily > Normal > Dry 10% of 20s think that they have allergic skin

  9. 2. Customer survey Dark circle & Acne are the biggest skin problems of 20s.

  10. 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

  11. 3. New Product Target Low sensitive Acne treating product line From Direct Customer Contact research : “After using acne treating cosmetics, Allergic symptoms appeared…” (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) Safety! Cleansing Foam Spot treatment Noncomedogenic BB Cream

  12. Cooperate Introduction Global Ranking 4. Conclusion • Ideal skin : Softness > White, no acne(20s) • Skin type : Complex> Oily > Normal > Dry • Dark circle & Acne are the biggest problems (20s) • New product suggestion • - Whitening Eye serum & mask promotion, clinical test • - Low sensitive acne treating product line

  13. Q&A Q & A

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