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
- Presentation course(08-12-2011)
Yi Sung Won
Research & Development center
Product development and Quality control
5 Months in Ho Chi Minh City
Market and Customer research & Foreign culture study
Project Objective : Specialized product development for Vietnamese customers
Market & Culture
Specialized cosmetic product for Vietnamese Women
Global Ranking2. Customer survey
The opinions about beauty is different by age groups
3 Most beatiful vietnamese Women ?
20s vs. 30s~50s
2. Target customer of Laneige
Softness, no acne are the most important factors in 20s.
Not white or bright!
Complex> Oily > Normal > Dry
10% of 20s think that they have allergic skin
Dark circle & Acne are the biggest skin problems of 20s.
Eye serum & mask => Strong promotion => Dark circle treatment
Laneige White Plus Renew Eye Treatment & Apple zone Mask
Clinical test in Vietnam
Volunteers & SNS Marketing
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)
Global Ranking4. Conclusion
Q & A