shiseido brand identity

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

<b>BRAND IDENTITY</b>

<b> Tutorial: 1 Group: MAI</b>

<b> Lecturer: Nguyen Minh Duong Nguyen Phuong Oanh –2204050059</b>

<b> Nguyen Bao Chau – 2204050011 Nguyen Dinh Tien – 2204050064 Hoang Thi Giang – 2204050024 Le Quynh Trang – 2204050074 Tran Bao Linh - 2104050040 </b>

<b>GROUP REPORT(Marketing Research)</b>

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>I. Problems with supporting evidence from social mediaanalysis/content analysis</b>

<b>1.Problem: Low level of engagement.</b>

In recent times, the emergence of social media platforms and the shift in consumer behaviortowards online shopping have opened up new opportunities for beauty brands to expand theironline presence and drive sales (Lim 2023). With the growing popularity of social media inVietnam, brands now have the chance to connect with their target audience and establish astrong online presence. However, the beauty brand "Shiseido" in Vietnam is currently facinga challenge of low engagement, as supported by the following data and references.According to Fanpage Karma's analysis, Shiseido's Facebook page in Vietnam has onlyachieved an engagement rate of 0.022% in the past 28 days (Fanpage Karma, 2024). This lowengagement rate indicates a lack of interaction and interest from the audience. Additionally,Similarweb's statistics reveal a significant decrease in total visits (75.09%) and total traffic(78.09%) to shiseido.com.vn from November 2023 until now (Similarweb, 2024). Thesefigures suggest a decline in online interest and potential customers visiting Shiseido'swebsite.

Moreover, BuzzSumo provides data indicating that Shiseido's total number of engagementshas dropped from 3,674 to 1,732 over the last three months.

Shiseido's struggle with low engagement in Vietnam is evident based on the collection ofdata points. Despite the promising opportunities for beauty brands to flourish in the digitalrealm, Shiseido has been unable to effectively captivate its desired audience and sparkenthusiasm for its products on popular social media platforms such as Facebook.

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

Vietnam beauty market analysis: How to win over… the vibrant Vietnamese beautyconsumer (cosmeticsdesign-asia.com)

<b>II. Research questions and Research objectives</b>

<b>1. Research questions</b>

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

1. What is the impact of Shiseido's current brand identity (logo, tagline, and visual style)in Vietnam on the company's low level of involvement in 2024 regarding to social media,marketing activities, and other platforms?

2. How does Shiseido's current social media approach compare to competitors in terms ofinteraction strategies, messaging, and posting frequency in 2024?

3. What additional effective marketing channels can Shiseido use in Vietnam to boostengagement in 2024, except social media?

4. How do Vietnamese consumers perceive Shiseido's brand values compared tocompetitors in 2024?

5. How can the preferences and traditions of the Vietnamese market in 2024 go againstShiseido's global brand identity?

<b>2. Research Objectives </b>

1. To evaluate the effectiveness of Shiseido's current brand identity (logo, tagline,and visual style) in Vietnam and assess its potential contribution to the lowengagement on social media, marketing campaigns, and other platforms in 2024.2. To identify Shiseido’s opportunities to improve social media effectiveness by

3. To identify and evaluate other marketing channels operating in Vietnam that areeffective and could potentially increase Shiseido's engagement by 2024.4. To identify weaknesses and chances to improve Shiseido's messaging and brand

image in Vietnam by 2024

5. To identify misalignments between Shiseido's global brand identity and theVietnamese market's preferences and cultural differences and giverecommendations on strategies for altering or enhancing Shiseido's brand identityto ensure it more effectively connects to Vietnamese consumers in 2024.

<b>III. Conceptual/operational definition</b>

<b>1. Conceptual definition</b>

“Brand identity is a vital aspect of a brand strategy. It refers to the unique characteristicsthat influence a brand’s perceived personality, appearance, and behaviour. A brand’sidentity encompasses tangible and intangible elements, including its history, name,personality, and visual identity” (Andrivet, 2023).

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

<b>2. Operational definition</b>

A strong brand image is created and maintained by a variety of tactics and activities thatmake up the operational parts of brand identity. The application of a marketing professorJean-Noel Kapferer's brand identity prism, there are six components of brand identity:

1. Physique: A brand's physique refers to the physical attributes that make up a brand'simage attributes that make up a brand's image. Some examples of physical attributesthat can create a brand's physique include colours, logos, packaging materials orproduct design.

2. Personality: A brand's personality is how its customers would describe it. Forexample, a brand characterised by a sense of joy might employ vibrant hues and anoptimistic demeanour in its promotional materials, while also allocating resourcestowards philanthropic endeavours or projects.

3. Culture: Culture is a brand's internal identity. Aspects such as origin story, values,beliefs, purpose and mission can comprise a brand's culture.

4. Self-image: Self-image is a metric that determines how a brand's customers visualisetheir ideal selves and how the brand attempts to help them reach those goals. Thiscould advance the notion that a brand has the capacity to facilitate customers in theirpursuit of self-improvement. For example, a luxury apparel brand might employlavish advertising strategies to convey the notion that its attire can enhance customers'lifestyles with opulence and refinement.

5. Reflection: Reflection refers to how a brand portrays its target audience in advertisingand marketing efforts. For example, a brand may portray its customers as happy andcarefree. A potential customer interested in becoming happier and more carefree mayconsider purchasing the company's products.

6. Relationship: The relationship metric characterises a brand's interactions with itscustomers. A brand can create its ideal customer relationships through developingeffective customer service policies, store environments and customer-facingcommunications. For example, a brand that identifies as kind and caring may focus onoffering positive customer service experiences that feature easy-to-understandcommunication. In contrast, a brand that aims to create a more exclusive identity mayonly offer customer service to a select group.

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

Conclusion:

In summary, a brand's identity comprises the distinct attributes that impact its perceivedbehaviour, personality, and appearance. The operational aspects of brand identity involvephysique, personality, culture, self-image, reflection, relationship.

Explore potential strategies and solutions to address these challenges and enhanceShiseido's brand identity efforts.

Focus groups, in-depth interviews, and observational studies are some of the qualitativeexploratory approaches that will be used in this research. These methods are well-suited foruncovering new insights and understanding complex phenomena in the early stages ofresearch.

The data collected from focus groups, in-depth interviews, and observational studies will beanalyzed using qualitative data analysis techniques. This will involve coding, categorizing,and interpreting the data to identify recurring themes, patterns, and insights related toShiseido's brand management challenges.

The findings from the exploratory research will be interpreted to generate hypotheses andinsights that can inform further research and strategic decision-making. The results will bepresented in a comprehensive report, accompanied by illustrative examples and quotes fromparticipants to support key findings and recommendations.

Through exploratory research methods, this study aims to uncover insights into thechallenges faced by Shiseido in brand identity. By exploring diverse perspectives andconducting observational studies, this research seeks to generate actionable recommendations

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

that can help Shiseido navigate the complex dynamics of brand identity in the cosmeticsindustry.

<b>2. Ethical considerations</b>

It's critical to follow ethical guidelines when performing brand identity research for Shiseidoor any other organisation in order to safeguard participant rights, preserve confidentiality, andpreserve the integrity of the research process. The following are some particular ethical issuesto be aware of when researching Shiseido's brand identity:

<b>Informed Consent: Make sure that participants are properly informed about the nature of the</b>

study, its goals, the use of their data, and any possible dangers. Before any data is collected,get participants' express agreement. You should also give them the option to leave the studyat any time without facing any consequences.

<b>Confidentiality: Preserve the privacy of participant answers and any private information they</b>

may have provided with researchers. Participants should be reassured that their answers willonly be utilised for research and that their names will be kept private. Don't divulge anypersonally identifying information without permission.

<b>Anonymity: Provide participants with the choice to remain anonymous in the study's</b>

conclusions, if at all practicable. When possible, use anonymized data to reduce thepossibility of identifying and safeguarding the privacy of participants.

<b>Professional Integrity: Follow ethical principles and standards of conduct while doing the</b>

research with honesty, integrity, and professionalism. Prevent biases or conflicts of interestthat could jeopardise the validity of the study's conclusions, the researcher's reputation, or theorganization's reputation.

Follow these ethical guidelines, researchers can responsibly and ethically conduct brandidentity research for Shiseido, protecting participants' rights and well-being and providinginsightful information for the company's strategic decision-making processes.

<b>V. Target audience’s description. Population estimate and sample size.</b>

1. <b>Target Audience’s Description: Shiseido Company is a luxury cosmetics brand with</b>

over 150 years of history. In the Vietnamese market, Shiseido's target audienceincludes:

● <b>Demographic:</b>

○ <b>Age: Shiseido’s audience in Vietnam spans various age groups, from young</b>

<b>adults to seniors. However, the brand tends to resonate more with the 25-45</b>

<b>age range, which includes working professionals and those seeking quality</b>

beauty products.

○ <b>Gender: While both men and women use Shiseido products, the brand has astrong female customer base. Women, especially those in urban areas, are</b>

key consumers.

○ <b>Income Level: Shiseido caters to consumers across different income brackets.</b>

It offers a range of products, from affordable to premium, ensuringaccessibility for various income groups.

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

○ <b>Occupation: Professionals, students, homemakers, and retirees are part of</b>

Shiseido’s demographic in Vietnam. Urban professionals, in particular, seekskincare and makeup solutions.

● <b>Geographic:</b>

○ <b>Urban Centers: Shiseido’s presence is strongest in major cities like Ho ChiMinh City (HCMC) and Hanoi. These urban centers offer a conducive</b>

market for beauty products (Hai Anh 2010).

○ <b>Retail Channels: Shiseido reaches consumers through both physical stores</b>

and <b>online platforms</b>. E-commerce has gained prominence, especially duringthe pandemic.

○ <b>Distribution: Availability in shopping malls, department stores, and specialty</b>

beauty shops ensures visibility and accessibility.

● <b>Psychographic:</b>

○ <b>Beauty Enthusiasts: Vietnamese consumers who prioritize skincare, makeup,</b>

and fragrance as part of their self-care routine. They seek effective andinnovative beauty solutions (Vero 2022).

○ <b>Quality Seekers</b>: Shiseido appeals to those who appreciate <b>premium, quality beauty products. The brand’s reputation for excellence matters.</b>

high-○ <b>Trend Followers: Vietnamese consumers stay updated with global beauty</b>

trends. Shiseido’s ability to offer trendy and cutting-edge products attractsthem.

○ <b>Socially Conscious: Beauty enthusiasts in Vietnam value ethical and</b>

sustainable practices. Shiseido’s commitment to responsible beauty resonates.

○ <b>Aspirational: Shiseido serves as a status symbol for those who value luxury</b>

and prestige. The brand represents sophistication and aspiration.

● <b>Cultural Context:</b>

○ <b>Japanese Influence: Shiseido’s Japanese heritage plays a significant role.</b>

Vietnamese consumers appreciate the brand’s fusion of Eastern wisdom andWestern science.

○ <b>Spiritual Beauty: Shiseido embodies the Japanese concept of spiritualbeauty, emphasizing inner well-being and harmony. This resonates with</b>

Vietnamese consumers seeking holistic beauty.

● <b>Consumer Behaviour Shifts:</b>

○ <b>Online Shopping: The pandemic accelerated the shift to online shopping.</b>

Vietnamese consumers increasingly explore e-commerce platforms for beautyproducts.

○ <b>Influencer Culture: Social media influencers and beauty bloggers impact</b>

purchasing decisions. Shiseido collaborates with local influencers to reach itstarget audience.

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

- In summary, Shiseido in Vietnam caters to a diverse demographic, operates in urbancenters, and aligns with beauty enthusiasts seeking quality, trend-forward products. Itscommitment to innovation, cultural fusion, and holistic beauty positions it well in theVietnamese market.

2. <b>Population Estimate: Vietnam’s population is 99.270.747 people. </b>The majority ofVietnamese people are aged 15-64 years old, the proportion of the population in thisage group accounts for 69.3%, equivalent to 65.823.656 people. Men in this age groupaccount for 49.9% with 32.850.534 men, and women account for 50.1% with32.974.072 women (DanSo 2024). In 2019, 39.48% of the population lived in urbanareas, which corresponds to 39.908.501 people. Shiseido’s market reach extendsacross major Vietnamese cities, including Hanoi, Ho Chi Minh City, and Da Nang.These urban centers collectively house millions of potential consumers. For instance,Hanoi alone boasts a population of over 5 million (Macrotrends 2024). Consideringthe entire urban population within Shiseido’s scope, the company estimates asubstantial consumer base.

● 15-24 years: 14.033.600 individuals.● 25-54 years: 43.417.741 individuals.● 55-64 years: 8.372.315 individuals.● Total: 65.823.656 individuals.

● 25-54: 3.443.538 individuals.● 55-64: 788.159 individuals.● Total: 5.372.196 individuals.

<b>3. Sample Size: In our interview research on Shiseido Company's brand identity in the</b>

Vietnamese market, we conducted interviews with 10 women between 18 and 45years old. All candidates are people living and working in Hanoi. Subjects areselected based on probability sampling. Our research’s target audience including:● People who are using or have used a Shiseido product.

● People who are passionate about cosmetic products.● People who have a job related to cosmetic products.Reasons to choose this sample size:

1. Age diversity: By including women from 18 to 45 years old, we aim to betterunderstand the needs and desires of different audiences within this age range.2. Detailed analysis: This interview form allows us to analyze in more detail the factors

that influence the use of Shiseido cosmetic products.

</div>