Chiến lược Marketing của mỹ phẩm Innisfree (Marketing Căn Bản)

Innisfree
“Natural benefits from JEJU island”


contents

● Introduction
● SWOT analysis
● Market environment in
Vietnam


Company
Backgrou
nd

 Innisfree is Korea’s first natural
comestic brand that delivers our
customers with the beauty and health
benefits derived from it’s natural
ingredients are sourced from Jeju
island by low and middle price.
 It’s a naturalistic brand that practices
eco-friendly green life to protect its
health.
 The first store in Vietnam was opened
in November 2016 and 2017.


SWOT Analysis
STRONG

●Low and middle
price
●Use of Ecofriendly
campaigns
●Organic
ingredients
●Recycle
containers

WEAKNESS
●Low recognition of
brand
●Low and middle
price but it is still
expensive for low
class


SWOT Analysis
OPPORTUNITIES
● Foreign brand cosmetics account for 90% and the
domestic one is only 10%.
● Use of “Korean wave” to increase the brand
awareness and customer motivation.
● New cosmetic trend (well- being and organic
ingredients).
● Vietnamese people's skin is quite similar to
Korean people's skin.
● Diverse distribution channels both online and
offline.

SWOT Analysis
THREATS
● High power of substitute products with similar
functions.
● The number of competitors entering Vietnam is
increasing because Vietnamese's untapped
cosmetic market is so attractive and potential.
● There are more and more individual retailers
selling cosmetics products online with lower
prices.


Demographics

Marketing
Environment
in Vietnam

•
•
•
•
•
•

Vietnam
Population: 92.7M
Capital City: Hanoi: 7.5M

Female: 51%
Age: 20 – 29 (26%)
Target customer: Age 20 – 29
female


Economics

•
Marketing
Environment •
in Vietnam

Over the past 10 years, cosmetic
industry has increased by 10 – 20%
total cosmetic sales is about $1B
The higgest female population in
Vietnam is 20 - 29 their monthly
4.5M - 8M (VND)
• Average cost of cosmetic products
for a month is 10% their monthly
salary
• ⇒ Their economic class locates in
low class. But they are willing to pay
for cosmetic.


Marketing
Environme
nt in

Vietnam

Social cultural
• Hallyu affects
• Glowy skin is a hot trend
in Asia
• Vietnamese prefers to
Korean comestic.


Competitive environment in
Vietnam
Company

Products

The Face Shop

Skin cares,
Make-up,
Cosmetics

Etude House

Cosmetics

Natural
Republic

Natural

cosmetics

Skinfood

Natural
cosmetics

Location

HCMC, Hanoi


4Ps
Price:
• Low to middle price
• Affordable cosmetics for female from 20 -29
Place:
• Offline store: downtown or main street at HCMC,
Hanoi
• Online store: official website provides local
language service




4Ps
Product:
• Packaging:
• Fresh outlook and simple
• Friendly with nature

• Link
Ingredient:
• Extracted from fresh tea water and seeds of green tea
are grown in Jeju island
• 100% natural ingredient
• Curely free


Promotion:
• Give sample
• Member gift, coupon, voucher
• Ambassador
• On social media




LEE MIN
HO

YOON
A

WANNA ONE

SONG HYE
KYO

Product Mix:
• Body care
• Hair care
• Application
• Make-up products
• Skin care for men