Customer Research in Ho Chi Minh City
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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)

Yi Sung Won


Introduction
Introduction

Research & Development center

Product development and Quality control

5 Months in Ho Chi Minh City

Market and Customer research & Foreign culture study


Contents
Contents

  • Overview

  • Customer survey

  • New product target

  • Conclusion

  • Needs for Ideal skin

  • Skin type & problem


1 overview
1. Overview

Project Objective : Specialized product development for Vietnamese customers

Focus Group

Interview

Customer survey

Market & Culture

Research

Specialized cosmetic product for Vietnamese Women


2 customer survey

Cooperate Introduction

Global Ranking

2. Customer survey

The opinions about beauty is different by age groups

3 Most beatiful vietnamese Women ?


2 customer survey1
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


2 customer survey2
2. Customer survey

Softness, no acne are the most important factors in 20s.

Not white or bright!


2 customer survey3
2. Customer survey

Complex> Oily > Normal > Dry

10% of 20s think that they have allergic skin


2 customer survey4
2. Customer survey

Dark circle & Acne are the biggest skin problems of 20s.


3 new product target
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 target1
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


4 conclusion

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


Q&A

Q & A


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