ANALYSIS AND PERFECT THE MARKETING PLAN FOR THE LUXURIOUS COSMETICS BRAND NAME OF “L’OVITE PARIS” OF INTERNATIONAL CONSUMER PRODUCTS (ICP) JOINT-STOCK COMPANY 1CHAPTER 1: INTRODUCTION4 1. 1NECESSITY OF THE THESIS4 1. 2OBJECTIVE OF THE RESEARCH5 1. 3KEY RESEARCH AREA5 1. 4METHODOLOGY5 1. 5CONTRIBUTIONS OF THE THESIS6 1. 6THESIS STRUCTURE6 2CHAPTER 2: LITERATURE REVIEW6 3LITERATURE REVIEW ON MARKETING PLANNING AND GENERAL ABOUT COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM6 3. 1Literature Review on Marketing Planning for a brand/product line7 3. . 1REVIEW ON MARKETING AND CORE MARKETING CONCEPTS7 2. 1. 1. 1Marketing definition7 2. 1. 1. 1Core Marketing Concepts8 3. 228 3. 3RATIONALE FOR THE RESEARCH METHOD29 1. 1UNDERSTANDING THE DEVELOPMENT HISTORY OF COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM29 COSMETICS INDUSTRY ORIGINATED FROM THE NEED OF SOCIAL NEEDS, ESTEEM AND SELF-ACTUALIZATION IN MASLOW ‘S HIERARCHY OF NEEDS. IT IS ESTIMATED THAT COSMETICS WERE INVENTED AROUND THE FIFTEENTH TO THE TENTH CENTURIES BC IN EGYPT. ANCIENT EGYPTIANS HAD THEIR FACES PAINTED CLASSICALLY.
AT THAT TIME, THEY STRONGLY BELIEVED IN GODS, AND THEY ALSO BELIEVED THAT “CLEANLINESS IS NEXT TO GODLINESS”. THEREFORE, THEY TRIED TO FIND VARIOUS WAYS TO BE GOOD LOOKING, SO THAT THEY CAN CAN BE CLOSE TO GOD. FROM THAT, A LOT OF INVENTIONS WERE CREATED. EGYPTIANS KNEW HOW TO USE NATURAL PRODUCTS TO TAKE CARE OF THEIR SKIN AND HOW TO MIX INGREDIENTS. RESEARCHES SHOWED THAT MANY OF THEIR PRODUCTS WERE QUITE SIMILAR TO THE CURRENT COSMETIC ONES. EGYPTIANS ALSO USED ESSENCE TO CREATE FRAGENCE FOR THEIR BODY. IDEA OF SPA CAME FROM EGYPTIANS ERA. 9 AFTER THE EGYPTIAN, ANCIENT GREEKS ADOPTED EGYPTIAN COSMETIC PRACTICES TO MAKE THEIR OWN COSMETICS, BUT THEIR WANTS ORIGINATED FROM OTHER NEEDS, NOT SPIRITUAL ONE AS EGYPTIANS. THE NEED OF GREEKS IS TO BE GOOD LOOKING TO ATTRACT OTHERS. IT IS NATURAL THAT PEOPLE’S NATURE IS TOWARD BEAUTY AND GOOD. IT IS ALSO MORE NATURAL THAT WOMEN ARE MORE IN NEED FOR BEAUTY THAN MEN, AS WOMEN ARE CALLED BEAUTIFUL GENDER. 29 YEARS HAS PASSED BUT THE NEED TO BE BEAUTIFUL OF HUMAN BEING, ESPECIALLY FOR WOMEN HAS NEVER BEEN CHANGED.
COSMETIC PRODUCTS, THEREFORE, WERE DEVELOPED GRADUALLY. WOMEN HAD MORE WAYS TO TAKE CARE OF THEIR LOOKING, ONE OF WHICH IS TO GO TO BEAUTY SALON. THE FIRST BEAUTY SALON WAS NAMED SELFRIDGES, OPENED IN 1909 IN LONDON. THERE WERE SEVERAL KINDS OF COSMETIC PRODUCT SOLD IN THAT BEAUTY SALON. THIS CREATED FAVOURABLE CONDITIONS FOR COSMETICS TO BECOME AN INDUSTRY. THE COSMETIC INDUSTRY TOOK OFF IN THE 20TH CENTURY, WHEN WOMAN GOT ACQUAINTED WITH COSMETICS AND WERE SELF-CONFIDENT USING THEM.
ALSO THE VIEWPOINT OF BEAUTY CHANGED DIFFERENTLY TIME BY TIME, THE NEED OF BEING BEAUTIFUL IS UNCHANGED AND BECOMES THE DRIVER OF COSMETICS INVENTORS. THAT IS THE REASON WHY THE LIST OF COSMETIC TYPES HAS BEEN PROLONGED ENLESSLY. TODAY THERE ARE THOUSANDS OF COSMETICS TYPES AND AN UNCOUNTABLE NUMBER OF COSMETICS BRAND NAME, FROM NORMAL COSMETICS TO LUXURIOUS ONES. SOME FAMOUS GLOBAL BRANDS ARE CHANEL, LANCOME, ESTEE LAUDER, YVES SAINT LAURER, ELIZABETH ARDEN, MAC COSMETICS, MARY KAY COSMETICS, AVON, CLINIQUE AND L’OREAL. TODAY COSMETICS HAS BECOMED A MULTI-BILLION DOLLAR INDUSTRY.
AND AS THE VIEWPOINT OF BEAUTY CHANGES DIFFERENTLY TIME BY TIME, COSMETICS PRODUCT TYPES AND USAGE OF COSMETICS ARE CHANGED ACCORDINGLY, AND IT BECOME THE FOUNDATION AND CREATE TRENDS FOR FASHION. AND COSMETICS IS NOT ONLY FOR WOMEN BUT ALSO FOR MEN AND CHILDREN. 30 DEVELOPMENT HISTORY OF COSMETIC INDUSTRY IN VIETNAM32 3. 5INTRODUCTION ABOUT ICP. 34 3. 6UNDERSTANDING THE CULTURE AND CIRCUMSTANCE OF ICP38 4RELIZING OPPORTUNITIES39 5Analysis of the current marketing strategy of ICP for L’Ovite. 39 1. 1Marketing research: Analysis of marketing environment of ICP39 1. RESEARCHES ON LUXURIOUS COSMETICS BUSINESS39 1. 1. 1UNDERSTANDING COSMETICS BUSINESS HISTORY40 1. 1. 2Features: Understanding FMCG industry32 1. 1. 3Development history of cosmetics businesses32 1. 1. 4Understanding luxurious cosmetics business32 1. 3Marketing strategy planning in cosmetics40 1. 4FEATURES OF VIETNAMESE COSMETICS INDUSTRY40 1. 5ANALYSIS OF SOME MARKETING MODELS: SWOT, BCG40 1. 6ANALYSIS OF THE CURRENT MARKETING STRATEGY OF ICP FOR L’OVITE ASDFAF40 6RECOMMENDATIONS & CONCLUSIONS42 743 1. 1Identyfing target customers43 8CHAPTER 2. MARKETING RESEARCH43 9asdasdasd43
