Strategic Marketing Proposal Plan For A Cosmetics Company : BB Cream of Maybelline New York Vietnam
Nguyen, Quynh (2015)
Nguyen, Quynh
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015060812807
https://urn.fi/URN:NBN:fi:amk-2015060812807
Tiivistelmä
Background. Maybelline New York is one of the world’s leading cosmetics brands, with availability in more than 100 countries around the world. Since it first entered the Vietnamese market in 2007, the brand has grown rapidly and dominated the mass makeup market in the categories of Eye and Lip. However, BB Cream is a highly potential market that the company has not exploited.
Aims. The aim of this study is about gaining valuable consumer insights in order to suggest strategic proposals to grow Maybelline’s current BB Cream business in the Vietnamese market.
Methods. Deductive method is applied in this research. Additionally, data was collected by combining both qualitative (focus group discussions and interviews) and quantitative research (surveys).
Results. Based on in-depth consumer research and thorough analyses, two “weapons” to grow BB Cream business have been suggested. The first one is to recruit new users by emphasizing education and launching new blemish balm. The second one is to explore opportunities to expand the market by catching up new trend of CC Cream.
Conclusion. These suggestions are just the first steps of a marketing plan. In order to implement these proposals, the author advised that more studies should be done relating to consumer responses to specific products.
Aims. The aim of this study is about gaining valuable consumer insights in order to suggest strategic proposals to grow Maybelline’s current BB Cream business in the Vietnamese market.
Methods. Deductive method is applied in this research. Additionally, data was collected by combining both qualitative (focus group discussions and interviews) and quantitative research (surveys).
Results. Based on in-depth consumer research and thorough analyses, two “weapons” to grow BB Cream business have been suggested. The first one is to recruit new users by emphasizing education and launching new blemish balm. The second one is to explore opportunities to expand the market by catching up new trend of CC Cream.
Conclusion. These suggestions are just the first steps of a marketing plan. In order to implement these proposals, the author advised that more studies should be done relating to consumer responses to specific products.