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 Ranking2. 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 VietnamVolunteers & 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 Ranking4. 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