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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/3209

Title: Marketing Strategies for Accessing Vietnam’s cosmetics market for skincare-care products
Marketing Strategies for Accessing Vietnam’s cosmetics market for skincare-care products
Authors: 杜蘭香
Do Lan Huong
Contributors: 經營管理研究所
楊晴安
Keywords: Cosmetics;skincare;Vietnam cosmetics marketing;environmental factors,competition;consumer behavior;consumer demand;marketing mix;and marketing plan
Cosmetics;skincare;Vietnam cosmetics marketing;environmental factors,competition;consumer behavior;consumer demand;marketing mix;and marketing plan
Date: 2013
Issue Date: 2013-05-24 16:44:51 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: Among the Asia Pacific markets, Vietnam is the fastest growing market. However,
despite the high growth, the competition in Vietnam is stiff as the main competitor as
Unilever, L’Oreal, Johnson & Johnson and P&G occupy the market. Therefore,
cosmetic company need effective marketing plan to cope with strong competition.
My thesis answers questions such as:
1. What is the market size of skin-care products line in Vietnam?
2. What are the major brands in Vietnam?
3. How can cosmetic companies plan a marketing strategy for their skincare
product line in the Vietnam market the most effectively?
To study and discover:
1. Market’s environment which includes economic, legal, and culture aspects
2. Market’s Competition which includes marketing strategy of existing
cosmetic companies
3. Consumers’ demands which contains demographic, psychographic elements
and marketing mix.
4. Detailed segmentation of international skincare products
Research tools are interview, field study and secondary data.
ii
Finding & analysis: the market environment in Vietnam in term of economic,
legal and culture is favorable. The consumers demand in skincare products of the
Vietnamese is increasing. However, the competition is high. Therefore, the newcomers
should be competitor-oriented.
However, there are some sections that are less competitive:
1. Low price moisturizing
2. Low price acne products
3. Low-price, middle-price and high-price suncare products. The cosmetic
company should design their marketing mix to serve this section.
Appears in Collections:[經營管理研究所] 博碩士論文

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