THÔNG TIN TÀI LIỆU
GROUP ASSIGNMENT Members:- Le Tan Anh - Dang Ngoc Thuy - Pham Ngoc Anh - Pham Ngoc Huyen - Phan Hoang Ngan Giang - Trinh Thu Phuong - Tran Minh Tam B SEGMENTATION I Customer behavior Customer profile 1.1 Demographic 1.1.1 The age 25 to 40 Sex: woman (married or unmarried) Habitat: urban areas as Hanoi, Ho Chi Minh city, Hai Phong city, Income: stable income from to 10 million / month Demand: In need of beautifying and improving physique Improve postpartum body sagging, reduce excess belly fat due to sitting a lot, being sedentary Career: gymer, people doing office work, 1.1.2 The age 35 to 55 Sex: woman (married) Habitat: urban areas as Hanoi, Ho Chi Minh city, Hai Phong City, Income: stable income from 10-20 million / month Demand: Shaping the spine Health problems: People with unbalanced physique, round sagging due to childbirth, or sedentary, working in office-related work must sit a lot, leading to excess fat storage in the body People with spinal problems 1.2 Psychology 1.2.1 The age 25 to 40 Issues of concern: At this age, women who are unmarried (25-27) will focus a lot on themselves, they always want to be the most beautiful and perfect If they are married, especially after giving birth, they will want to be able to get back in shape Lifestyle: they are young women, always updated with the most modern and fashionable trends (especially from 25-27), they have the need to beautify and enjoy a healthy life like going to a spa, body care, exercise with the desire to have a perfect body to easily put on the best outfits Questions to be answered: it's easy to see that women always love what makes themselves beautiful like clothes and jewelry when they realize that their weight is over, their fat is more, they cannot fulfill their fashion desires, they are prone to self-esteem, are sensitive, are bored and think => They want attention, want to stand out to find a suitable mate and keep fire in their marriage Thinking: being aware of the importance of beauty, wanting to show off and assert your own values Thought: have new ideas and catch up with global trends, are not too restrictive and hesitant with modern technical products, want to be beautiful, show and show the best of have a need for sex and a more comfortable sexual orientation Personality: The 25-27 year olds tend to be wanting to show their best, wanting to be a flower in full bloom, so they'll spend more time on themselves The ages of 30-40 are mostly married, at this time they want to have a healthy and beautiful physique to keep their home fire Habits: Due to their many exposure to technology, they have the ability to learn quickly and also easily change their decisions They want to experience many different products And among them women choose what quickly as weight loss pills to achieve the fastest effect (Source: https://support.google.com/analytics/answer/2819950?hl=vi ) 1.2.2 The age 35 to 55 Issues of concern: at this age, women often pay the most attention to family, health, and work Due to their large fertility and age, they began to experience problems with spinal dew Therefore, they are gradually tending to care more about their health Lifestyle: They are more inclined to live a healthy life, paying more attention to eating menus, yoga exercises with the desire to improve the health of themselves and their family They don't have too much of a learning and experience need to use young adult devices and products Questions to be answered: feel your own age, see the decline in your physical and mental health Makes them more worried, thinking, and insecure => they want to get attention, care, care and learn more about connections with children, acquaintances and family Thinking: being aware of their own age and health, they want to find good products to improve their health Thought: worry about family more, find products that support and improve their health more, to them the most important health problem Personality: often promoting independence, being a woman of their family takes a lot of responsibility, making them stronger and more assertive Personality becomes more difficult, understanding things more thoroughly, and it is difficult to trust technology gadgets with catchy introductions Habits: They change less with trends and are often more loyal than other generations At this age, they tend to save consumption, spend some business income, invest in their children, and save money to enjoy life in the future Hence they are very fond of gift and discount programs Facebook is the favorite social platform for women aged 35-55, followed by Zalo, they are often attracted to attractive, entertaining content (Source: https://crmviet.vn/tam-ly-khach-hang-theo-do-tuoi/ ) 1.3 Purchase behavior 1.3.1 Priorities when choosing product Priority is given to products with simple, compact, easy-to-use designs with diverse sizes suitable to meet many customers' needs The material is thin, light, airy, absorbs sweat well and does not cause discomfort and secrets during product use The product is also free of substances that cause allergies or skin irritation Products with commitment from the brand, manufactured from a reputable business, are trusted by many people 1.3.2 Barriers when choosing products Stemming from concerns about side effects of the waistband, for example : incorrect belt size causes compression of the spine, affecting internal organs Cheap material causes friction, allergy, redness of the abdomen, ineffective Affected by other products such as weight loss pills, belly fat melt creams, massage belts, 1.3.3 Criteria for decision making: Reputable products, standard, warranty, effective as desired by customers Affordable price, suitable for the customer segment The enterprise has a diversified and wide distribution channel that is easy to reach customers (Source:https://www.slideshare.net/shinnosukemo/hanh-vi-va-loi-song-nguoi-tieudung-nu-trung-nien-thu-nhap-cao) Buyer decision process Buyer decision process Problem recognitio Information searc Evaluation of alternatives Purchase Decisio Post purchase evaluation needs Besides, high-end brands with good reputation are also highly appreciated Insight behavior 3.1.The age 25 to 40 Truth: This is the most beautiful age of a woman At this age the woman has a seductive beauty And that is why they really want to show all those beauties to attract everyone, especially the opposite sex For married women, after giving birth, this is also the age when it is easy to return to the original shape Motivation: A woman will elevate her position and image in the eyes of people, especially men And married women, they will quickly get in shape, become more beautiful, slim and more impressive in the eyes of their partner Tension: At this age, most people focus on their careers and women are no exception They are busy with a lot of work and need to find a quick, convenient, and effective solution to improve their physique and beauty Insight: “At the age 25 -40, women are the most beautiful and the sexiest But I still want to become even more beautiful, more attractive in the eyes of men, my life partners I want the curves of my body to be a “secret weapon” to make myself more attractive in the eyes of others In addition, the childbirth experience can make my physique no longer the same So I want to find a convenient, quick, effective product to narrow the waistline, quickly regain each beautiful line on the body ” 3.2 The age 35 to 55 Truth: In the middle age, the woman has many health problems, especially bone and joint problems They will gradually feel the signs of old age So they pay a lot of attention to their own health at this age However, body shape and beauty are also a factor that a woman cannot ignore Motivation: Reduces the effects of age on personal health, slows down the aging process of the body, improves somewhat deteriorated physique Tension: Most women at this age focus on family, child care, housework so the time for themselves is also very limited They need to find a convenient, time consuming solution that can be worked on at the same time with other relaxation options Insight: “I have only one wish at this age that can slow down the aging process of the body, reduce the signs of old age, especially bone and joint problems help me improve my physique a little However, it doesn't take up too much of my relaxing time, I'm too tired after a long day ” II Market research Introduction to the shaping lingerie market The daytime lingerie trend and nightwear-inspired looks are still going strong and remain the fashion essentials of the season Corsets have long been in the lingerie department since their heyday in the 18th and 19th centuries, when women had to endure some serious pain and a lack of oxygen in order to match the unrealistic beauty standards of their time and fake an unattainable narrow waist (Source: TREND REPORT - CORSET BELTS, eve.com.mt) But this now seems to be a thing again, and not a staple solely reserved for the goth and rock community, or indeed Vivienne Westwood The statement-making accessory has been given a serious upgrade and a completely different aesthetic It’s also more comfortable! Shaping underwear helps people to hide the excess fat on the body so that women can have a neat body quickly There are many types of shaping underwear such as belts/genes, waist-shaped underwear, breast -shaped underwear, corset, … On the market, a belly belt is listed for hundreds of thousands to more than a million dong a piece depending on the store As a nascent market, the corset industry just has a few prominent names like Latex, Sline, … Market background In the market, the number of products and brands for middle-aged customers to meet the health needs is quite scarce and not diversified Most of them are functional foods and nutritional products Besides, bodybuilding products for women have a variety of types and designs However, those products have not been focused on investment About Emwear Emwear was born in the context of the market where there are very few businesses that produce lingerie and sleepwear for women The brand is mainly aimed at midrange customers aged 20-35 years old and earning more than million Starting with a small capital of 40 million, after months of operation, its revenue was only 60 million, but Emwear has gradually confirmed its position in the sleepwear market After successfully calling for a capital of billion VND through Shark Tank program, Emwear now has a growth rate of 300% a year and the brand's scope of operation is also expanding with a total of doors products in HCMC and Hanoi The number of returning old customers is also stable from 25-35% per month (Source: https://doanhnghiep.quocgiakhoinghiep.vn/doanhnghiep/emwwear/ - https://cafebiz.vn/chan-dung-co-chu-9x-xinh-dep-sang-lap-thuonghieu-do-ngu-emwear-goi->thanh-cong-2-ty-tu-shark-tank-viet-nam20180718013234171.chn) Strength - Underwear, pajamas include the following characteristics: comfortable style, soft silk, many choices, not too sexy and easy to buy domes - Returning customers stably from 2530% per month - Focus on good marketing research: continuously update customer trends, needs and wants Oppurtunities - This is a market with great potential because there are not many businesses exploiting - According to statistics, the population in this age group will increase sharply until 2030 This shows that the number of potential customers will increase in the future - The older you get, the more conscious people of this age are about health problems and have more time to take care of themselves than before Especially women Women at this age often experience many health problems such as aging, insomnia, increased weight due to inadequate diet and lack of time to exercise Therefore, focusing on research and development of healthy products for the middle-aged right now will create great advantages for businesses in the future counterfeit products, and counterfeit products Consumers are easy to deceive and buy poor quality goods by mistake Competitors T y p e o f p r o d u c t f o r t 15 year girls, g waistlin sitting a giving Rangin 499,000 size Price 4.1.2 Indirect competitors (competition for use) Some competitors use: weight loss pills, belly fat melt cream, massage belt, 4.1.2.1 Keto Slim, Beauty Slim Weight Loss Pills Uses: - Promote fat burning process - Minimize absorption and accumulation of excess in the body - Reduce cholesterol levels in the blood, aesthetic atherosclerosis - Provides essential nutrients for the body, smooth fatigue, tank feet when losing weight * Create a feeling of fullness, reduce appetite, help you overcome hunger to achieve your goals - Improve digestive system - Promote metabolism, speed up fat burning - Help to reduce quickly and effectively - Digging toxins and purifying the body, forming bright white and membranes * Price: ranging from 790,000 to 1,200,000 VND / box * Drawbacks: Natural ingredients, not drugs, so the effect quickly or slowly depends on each person’s body - 4.1.2.2 Abdominal fat melt cream * Price: - Gel Missha - Made in Korea: 200,000 - 250,000 VND - Esteny Hot Massage Gel - Made in Japan: 350,000 - 450,000 VND - Gerber Sam Natural Ginger Belly Fat Gel - Made in Vietnam: 460,000 VND * Uses: - Help burn excess fat in the body fat accumulation areas such as abdomen, thighs, buttocks, arms - Helps firm the sagging skin - Enhance blood circulation to help skin become naturally pink and smooth *Drawbacks: - Doesn't really "burn" belly fat - To be used only as an aid, need to be used in conjunction with other methods - On the market, there are many fake goods, poor quality goods 4.1.2.3 Abdominal massage belt * Brands: Vibro, Maxcare, Perfect 665, Price: 450,000 - 1,200,000 VND Uses: - The purpose of the massage belt is to massage and vibrate at high speed so the stretchy muscles will burn fat, increase blood circulation and minimize body aches And when the body has lost the excess fat, the area will contract and tighten, the end result will help the user to reduce the size and weight of the body *Drawbacks: - Not suitable for people with heart failure, high blood pressure, pregnant or menstruating women, people with damage to the abdomen, - May cause discomfort if used for too long or wound too tight * * 4.2 Type of product for the age 40 and up 4.2.1 Direct competitors O Feature - The b woven combin create a - The sy bars pla same d helps th the phy the wai but still airy, co who us Function Targeted customer Price - Fix yo - Liftba create a and bri the orig curve - Helps slow pa - Use fo - Case pain, de sciatica - Lumb moving or carry Suppo trauma Rangin 499.000 the size 4.2.2 Indirect competitors ( competition for use) There are several kinds of indirect competitors that can be used: Massage chair, electric pulse massage pads, massage machine, 4.2.2.1 Massage chair *Brands: Inada, Maxcare, OHCO, *Price: 50,000,000 - 200,000,000 VND *Uses: - Help increase blood circulation, reduce lumbar aches and pains, full body relaxation and help you relax more deeply the body parts from neck, shoulders, arms and hands 4.2.2.2 Electric pulse massage pads * Brands: Goodpl, Aukewel, Raiki, * Price: 200,000 - 1,000,000 VND * Uses: - Promote metabolism, stimulate the body to excrete toxins - Impact on the acupuncture points, helping to open the channels - Increases blood circulation - Anti-edema, numbness of limbs - Help to relax, relieve stress, fatigue 4.2.2.3 Massage machine *Brand: Fuki Japan, OTO Tr, Puli, *Price: 500,000 - 2,000,000 VND *Uses: Spine improvement: blood circulation, prevention and treatment of disc herniation, degenerative spine, aches and pains Improve blood circulation:, promote blood circulation in the viscera viscera, stabilize, channel circulation - Quickly relieves pain and numbness - Mental relaxation - B PRODUCT (Shopping Product) The purpose of the product Understanding the customers' difficulties and concerns in getting back a slim body in middle age, the belly belt product was born In addition to the features to help customers in the process of slimming down, the product also has a number of changes in structure as well as product lines to suit the aesthetics, preferences and physique of women Vietnamese women help slim waist not only dream Not only that, the product also includes the most advanced features today to monitor the user's health and assist in reducing the signs of age, slowing down the aging process of the body Name and slogan The product line is called "La Rose" - in French, "La Rose" is the rose The rose is a flower that has entered poetry, and has inspired many schools of the arts People often compare the beauty of a woman as a rose because the rose has a lustrous, luminous beauty; a beauty that is deeply incubated in many layers That is also the similarity with the product because it helps the woman from the inside, under the dress, to highlight the sexiest curves Slogan “Key to Beauty” - any bodily problem can be solved if the woman holds the magic "key" in her hand Features and functions Features - Use when exercising (gym, yoga, jogging ) - Improve physique - Spine support * Outstanding feature: Massage mode and monitor user health The product uses modern technology to put micro massage pieces between layers of fabric without thickening, causing a feeling of entanglement for the user In particular, these micromassages are equipped with PowerElec technology that generates small electrical pulses that directly impact the aching area, quickly relieving pain, providing immediate comfort Although using electricity, to follow the minimalistic and modern trend of the current 4.0 era, La Rose is charged with a wireless charging dock, minimizing complexity and ensuring more safety for users In addition, the belt is attached with a sensor to measure some of the user's health indicators Demo packing 4.1 Packaging * Outside: The product is packaged in cardboard boxes (commonly used, convenient, easily biodegradable material that does not harm the environment) with labels, product logos and images Inside: each box will include a belt with a wireless charging dock, covered by a layer of paper impregnated with essential oils for a pleasant aroma Also in the box has a detailed user manual (how to use the product, massage mode, how to download a health monitoring app ) and a thank you card of the brand * 4.2 Product Description: includes types of product 4.2.1 La Rose Fit (specialized product type to lose fat) Made of 100% immature rubber, capable of tightening the waist fat, heat generating and reducing fat; At the same time, it is composed of a cotton liner, the surface has microscopic air holes, giving a sense of ventilation, helping to absorb sweat well, not causing trouble The design of braces allows the wearer to flexibly change the tightness of the belt according to desired SuperFit technology for multi-dimensional fat loss, helping the wearer feel comfortable during the weight loss process To enhance the customer experience, La Rose Waist Belts add a number of more innovative functions such as: a modern massage function that relieves aches and pains for damaged muscle areas, relieves pain quickly after too using too long or exercising too much, to avoid leaving unpredictable consequences later; The function of integrating health monitoring mode helps women easily control their physique as well as their health through their personal smartphones PRODUCT SPECIFICATION Material: 100% young rubber, cotton lining to absorb sweat, micro electrode pads, health monitoring sensor Number of shaped steel bones: bones Number of steps: steps Length: 32 cm Size: 30, 32, 34, 36, 38, 40 (suitable for waistline: 56 cm to 95cm) Color: Black, Nude 4.2.2 La Rose Slim (specialized product type to shape) As a breakthrough product in design, La Rose Slim possesses a full range of outstanding features of a standardized waist-reduction corset gene With thick fabric, sturdy skeleton, beautifully shaped waistline, La Rose Slim belts immediately bring S-shaped body wear with attractive curves When worn continuously and regularly, the product helps to reduce your bust measurement significantly In the beginning there may be a case of buckling; But that problem will disappear after about 1-2 weeks if the wearer follows the recommended route to use the belt Since then, the waist structure has gradually changed to the predesigned S-shape of La Rose Slim In addition, the fastening system is designed with durable materials and designs, withstands strong traction when worn Like the "sister" La Rose Fit, the modern massage function is used to relieve aches and pains for the injured muscle areas, quickly relieving pain when using the belt too long Always interested in the health of consumers, La Rose waistband also integrates the health monitoring feature, helping women easily track their health, keep their physique always in balance PRODUCT SPECIFICATION Material: Korean sand cloth, cotton liner, micro electrode pad, health sensor Number of shaped steel bones: 26 flexible steel bones Number of braces: braces made of stainless steel Length: 30cm Size: XXS, XS, S, M (suitable for waistline from 58cm to 85cm) Color: Black, Nude Customer policy 5.1 Product support Support exchange, change the size only once within days after buying the product, note: when changing the size, change the product must bring the invoice of the purchase Cases of refusing to exchange and return goods: + Error caused by user + No refund for products without invoice + The product is no longer in its original condition + Consulting staff, customer support staff 24/7 via hotline 5.2 Warranty Apply the program for within 15 days for defective products by the manufacturer, support warranty for the next 12 months for exchanged products Warranty period: 12 months from date of purchase 5.3 Delivery and credit Free shipping nationwide Commitment to deliver day within Hanoi, 3-4 days for other provinces Excluding public holidays and Saturday, Sunday There will be staff to deliver and guide customers to use the product clearly 5.4 After Sale service Customer care service is always available to answer customers' questions about the product Consulting and support staff will actively communicate with customers regularly to ensure the quality that products bring to customers Discount 20% (up to 500,000VND) for the next order when buying items C TARGETING Evaluating market segment 1.1 Segment size and growth 1.1.1 The age 25 to 40 Potential customers are between the ages of 25-30 Through learning about demographics, psychology, needs, and consumer behaviors about the 25-40 year olds group with good development potential and access to product marketing strategies Identify and respond similarly to product marketing strategie La Rose Fit 1.1.2 The age 35 to 55 With this age, La Rose Slim product is an extremely potential product Through the steps of research, research, product strategy and product manufacturing based on demographics, psychology, and consumer behavior shows that women aged 35-40 are the middle number of customers into the potential of the product Fully meet the conditions for product development La Rose Slim 1.2 Segment structural attractiveness 1.2.1 Market factors Size of market segment: Stable income, strong payment for beauty products, good for health and physique High purchasing power offers more possibilities to increase sales Segment growth rate: Products catch up with modern trends and easily reach consumers, especially with design and usage The product fully satisfies the form and content of the customer and is always pursuing refreshing models to adapt to the market Seasonality and purchasing cycle: + From 25 to 40 years: This age is always a need for shopping, they shop often and for some it is fun and without limits and seasons + From 35 to 55 years: Careful consideration when researching and buying products Buy household utensils Do not tend to shop much Customer barbaging power: They usually don't haggle, accept all prices and they always believe that “you get what you pay for” 1.2.2 Competitive factors Competition density: Many competitors in the market Products that have been released before and have had a certain amount of success, fast support products… Competitive quality: High potential customer market, there are good products, but for the sake of the sake, there are still poor quality products, not thirsty to serve the good market Threats of substitute products: Many products support rapid weight loss, painkillers, herbal remedies, and belly fat gel… many appearances in the market to replace customers' demand for products Level of differentiation: + La Rose Fit: New features, compact and lightweight design, not thickened compared to many other products on the market With micro massage pads help to easily remove excess fat, easy to use, not time-consuming and unhealthy Customers can better understand the second round status through monitor user health + La Rose Slim: Monitor user health helps customers monitor health regularly The design is smooth and lightweight, allowing customers to freely move around to housework, or go to work without being uncomfortable Easy to use and charge Market Targeting Strategy Differentiated (Segmented Marketing) D POSITIONING (Product differentiation) Micro massage pads (electrode pads) Micro massage pads with new features will bring many conveniences to massage without having to wear a heavy device on the body Micro massage pads work with enough capacity, many levels to easily help the user get the fastest effect Not only that, micro massage pads are made from the most advanced technology with modern technical ingredients, without harming the health of the user With the compact device, customers can change easily and with long battery life, they will also cut down on device change costs New, convenient, multi-functional, safe for the body Wireless charging dock Carefully packaged compact wireless charging dock is a new device with a range of products on the market today With a compact design, the charging dock can take anywhere without worrying about taking up space with other items The device is easy to use, safe, suitable for all ages Especially at the age of 55 and older, due to the lack of technology exposure, these devices are extremely convenient and not take time to learn to use Easy to use, unique design, suitable for the era of technology 4.0 Monitor user health Being connected to a smart phone will help customers control excess body fat, remove calories, and update waist measurements every day The application also gives warnings when customers overuse the product to affect other parts of the body Provide information for customers to control their health * Perceptual map: For “La Rose Fit” For “La Rose Slim” - THE END - ... called "La Rose" - in French, "La Rose" is the rose The rose is a flower that has entered poetry, and has inspired many schools of the arts People often compare the beauty of a woman as a rose because... (suitable for waistline: 56 cm to 95cm) Color: Black, Nude 4.2.2 La Rose Slim (specialized product type to shape) As a breakthrough product in design, La Rose Slim possesses a full range of outstanding... predesigned S-shape of La Rose Slim In addition, the fastening system is designed with durable materials and designs, withstands strong traction when worn Like the "sister" La Rose Fit, the modern
Ngày đăng: 11/12/2022, 04:36
Xem thêm: