(Tiểu luận) projectm a c cosmetics’s customer journeydata project

VIET NAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION PROJECT M.A.C COSMETICS’S CUSTOMER JOURNEY DATA PROJECT Lecturer : DR NGO TAN VU KHANH Group: F4 Team Member: LE THI BICH PHUONG 719H0283 TRINH VI THUY TIEN 719H0304 DUONG THI HIEN MINH 719H0239 PHAN THI ANH THU 719H1041 NGUYEN BAO VY 719H0780 HO CHI MINH CITY, AUGUST 20th 2023 LECTURER’S COMMENT TABLE OF CONTENTS Introduction: Customer journey of M.A.C 2.1 Awareness: 2.2 Consideration: 10 2.3 Decision: 12 2.4 Delivery: 13 2.5 Avocacy: 15 Customer Touching Point 17 3.1 Offline Touchpoint Model 18 3.1.1 Lead generation methods: 18 3.1.2 Solution Selling Process .25 3.2 Online Touchpoint Model 26 3.2.1 Lead Generation Methods: 26 3.2.2 Solution Selling Process: 29 Data Process 30 Conclution 32 References 33 Figure 1.1 Logo of M.A.C Figure 1.2 Fabrizio Freda MAC Cosmetics CEO Figure 1.3 Business Canvas Model of M.A.C Figure 2.1 Customer journey of M.A.C .7 Figure 3.1 Customer Touching Point .16 Figure 3.2 Offline Touchpoint Model 17 Figure 3.3 Store 17 Figure 3.4 M.A.C Cosmetics Collab with Hoang Thuy Linh 19 Figure 3.5 M.A.C cooperation with Celab .19 Figure 3.6 Podcast series M.A.C Cosmetics 20 Figure 3.7 M.A.C Cosmetics Tiktok 20 Figure 3.8 M.A.C Cosmetics Youtube .21 Figure 3.9 M.A.C Cosmetics Instagram 21 Figure 3.10 M.A.C Cosmetics Twitter .22 Figure 3.11 M.A.C Cosmetics Printerest 22 Figure 3.12 Beauty Consultation .23 Figure 3.13 Online Touchpoint Model .25 Figure 4.1 Ordering Process and Receiving Process 31 Introduction: MAC Cosmetics, short for "Make-up Art Cosmetics", is a well-known global cosmetic brand headquartered in New York, United States This brand has shaped and changed the beauty industry by offering high quality products and a wide range of colors, along with professional standards in the field of makeup Figure 1.1 Logo of M.A.C MAC Cosmetics began in 1984 in Toronto, Canada, when makeup artist Frank Toskan and his co-founder Frank Angelo came together to create a line of highquality cosmetic products to serve makeup artists and artists performer With the philosophy of "All Ages, All Races, All Genders", MAC Cosmetics represents a commitment to diversity and tolerance Currently, MAC Cosmetics CEO is Fabrizio Freda, and the headquarters of MAC Cosmetics is located in New York, USA With over 35 years of growth and expansion, MAC Cosmetics has become an international brand with stores, booths and fans spanning the world This brand is not only a name but also a symbol of creativity, individuality and diversity in the beauty industry MAC is known for its high quality products, from top quality lipsticks to professional makeup collections for makeup artists and everyday users The brand also often collaborates with makeup artists, celebrities and influencers in making unique collections With stores and booths spread around the world, MAC Cosmetics has built a community that is passionate about makeup and beauty, transforming the way we see beauty and our confidence Figure 1.2 Fabrizio Freda MAC Cosmetics CEO Figure 1.3 Business Canvas Model of M.A.C Document continues below Discover more from: trị kinh quản doanh 7200000 Đại học Tôn Đức… 40 documents Go to course Tailieuxanh nn 17 carvelle 7448 quản trị kinh doanh None Final-Report 27 ádasdasdasda quản trị kinh doanh None Nghiên CỨU HÀNH VI TIÊU DÙNG GIẢM… quản trị kinh doanh None CJ Khởi nghiệp - big data quản trị kinh doanh None Business climate quản trị kinh doanh None 23 Nguyễn Đăng Customer journey of M.A.C Khoa 722000 53 quản trị kinh doanh Figure 2.4 Customer journey of M.A.C 2.1 Awareness: Doing - Hear from friends and family: Customers hear from friends and family about the cosmetic products they have used They share their personal experiences, comment on the quality and effectiveness of the product - Online search on social networks and media: Customers use social networks and media websites to learn about cosmetic products They watch reviews, video tutorials, and discuss with the community for a holistic view - Seeking Personal Motivation: Customers join beauty forums and communities to learn about the inspiration and motivations others have when choosing cosmetic products They understand people's personal values and beauty goals - Read newspapers and industry articles: Customers read articles from beauty experts and reputable news sources to learn about beauty trends, cosmetic ingredients, and effective skin care None - Shop offline: Customers can search for cosmetic products at physical stores They feel the scent, feel the texture of the product, and test it firsthand to see if the product is right for their skin Goals - Improve product knowledge: Customers want to learn and understand more deeply about the ingredients, uses and uses of cosmetic products They aim to be informed so they can make smart and knowledge-based shopping decisions - Get to know the brand better: Their goal is also to learn about the values, production methods, and vision of the cosmetic brand They want to choose products from brands that are committed to quality and in line with their personal values - Finding the right product: Customers want to find cosmetic products that match their individual needs and expectations The goal was to find products with features and benefits that fit their beauty routine - Show interest in beauty: Customers want to demonstrate care for their skin and appearance by learning about cosmetic products They want to create a beauty lifestyle by choosing products that match their beauty goals - Identify the best choice: The customer has the goal of determining the best choice among the many cosmetic products available in the market They aim to ensure that the cosmetic product they choose best meets their individual needs and expectations Activities - Learn about cosmetic products: Customers search for cosmetic product information to get a detailed look at its features, ingredients, and usage This research helps them determine if the product meets their needs and expectations By learning the basics, customers build a foundation for evaluating products against other options, giving them more confidence in making purchasing decisions - Read reviews and comments from other users: Customers read reviews and comments from other users to understand how the product has been experienced in the real world Reviews can provide information about a product's quality, effectiveness, and strengths/weaknesses from people who have actually used it This sharing of experience helps customers have an objective view and consider more about the product before deciding to buy - Compare cosmetic products with similar products: Customers often compare cosmetic products with other products in the same cosmetic segment or category By comparison, they have the opportunity to measure the benefits and drawbacks of each product, thereby helping them make better purchasing decisions The comparison also creates comparisons and choices that suit individual needs, helping them find the most perfect cosmetic product - Watch the product instruction video: Customers often watch instructional videos to learn how to use cosmetic products effectively These video tutorials help them better visualize how the product works and how to integrate it into their beauty routine Seeing the product "in action" through video creates trust and interest in customers, making it easier for them to immerse themselves in the product experience 2.2 Consideration: Doing - Product Research: Customers begin to research cosmetic products related to their needs, such as moisturizers, lipsticks, mascaras, foundations, eyeshadows, and many other products - Product Comparison: Customers compare different products from various brands based on factors like ingredients, benefits, effectiveness, price, and brand reputation - Brand Exploration: Customers may research cosmetic brands, considering factors such as reputation, credibility, values represented by the brand, and how the brand interacts with the community - Review and Rating Examination: Customers often read reviews from other users, reliable sources, or cosmetic experts to learn more about the quality and effectiveness of products Figure 3.15 M.A.C Cosmetics Printerest - User interaction: Show how the brand interacts with users through comments, messages and feedback Events: Product Launch: Organize a new product launch, which introduces a new cosmetic product line or an upgraded version to customers and the media - Beauty Consultation: Organize beauty consultation sessions with the participation of beauty experts to share makeup, hair and skin care techniques Figure 3.16 Beauty Consultation 23 - Beauty Fairs/Exhibitions: Participate in beauty fairs or beauty exhibitions to showcase the store's products and interact with customers face-to-face - Organize Beauty Academy and Training Program: Organize free or paid makeup classes and training courses to share knowledge about beauty and how to use products - Store Opening Day: Organize a store or retail store opening day to showcase - Seminars and Presentations: Hold talks or seminars on beauty, skincare, or products, offer special offers, and create a unique shopping experience discuss new trends Marketing Research: - Surveys: Design and distribute surveys to consumers at offline locations such - Observation: Track consumer behavior in offline environments to gather - Personal Interviews: Conduct face-to-face interviews with consumers to dig as stores, events or fairs to understand consumer needs and opinions information about how they interact with products and brands deeper into their opinions, views, and behaviors - Discussion groups: Hold group discussions with consumers to gather diverse - Data Analysis: Displays the data from market research obtained for analysis opinions and further analysis and business decision making 3.1.2 Solution Selling Process - Identify customer needs and problems: It is necessary to have conversations to better understand the needs, desires and unresolved problems of customers about cosmetics Product instruction and testing: Teaches how to use a cosmetic product and shows how using it can improve a customer's appearance Especially making customers see the effect immediately Address Inquiries and Concerns: Answer any questions or concerns the customer may have about the product, ingredients, usage, or intended effect 24 - Create an environment of continuous testing and feedback: Allow customers to experience the product in a short time and provide an opportunity for them to share opinions and feedback - Solve customer problems: If customers have problems or concerns about cosmetic products, support should be provided and resolved quickly to maintain their interest - Provide staff with advice and instructions for use: After the customer has used the product, provide support on how to use it next, how to maintain its effectiveness and long-term beauty - Tracking and maintaining relationships with customers: Track product usage, create links and maintain a relationship with customers through different channels such as: Facebook, TikTok, Instagram, to continue to provide support and resolve guest inquiries 3.2 Online Touchpoint Model Figure 3.17 Online Touchpoint Model 3.2.1 Lead Generation Methods: Direct: 25 Email Campaigns: Create targeted email campaigns offering exclusive discounts, product updates, and beauty tips to capture leads' attention and encourage them to make a purchase - Personalized Product Recommendations: Implement a recommendation engine on your website to suggest cosmetic products based on customers' preferences and previous purchases - Loyalty Programs: Create a customer loyalty program where members receive exclusive offers and early access to new products, limited edition products and personalized beauty advice Advertising: - Google Ads: Set up pay-per-click (PPC) ads on Google to appear when potential customers search for relevant keywords like "best cruelty-free makeup" or "organic skincare products." - Social Media Ads: Run targeted ads on platforms like Facebook and Instagram, using demographic and interest-based targeting to reach potential customers Utilize ephemeral stories on platforms like Instagram and Snapchat for shortterm promotions, creating a sense of urgency for potential customers Produce engaging video ads showcasing your products and their benefits, then promote them on platforms like YouTube and social media - Retargeting Ads: Implement retargeting ads to reach users who have visited - Interactive Ad Campaigns: Develop interactive ads that allow users to virtually your website before, reminding them of your cosmetic products try on makeup products, helping them visualize the results and encouraging engagement PR: - Influencer Collaborations: Partner with beauty influencers to review and promote your cosmetic products through blog posts, videos, and social media posts Press Releases: Issue press releases about new product launches, partnerships, or innovative ingredients to garner media coverage and attract leads Create an 26 online press kit with high-quality images, product information, and media coverage to make it easy for journalists and bloggers to feature your products - Guest Blogging: Write guest blog posts for popular beauty and skincare - Virtual Beauty Challenges: Launch virtual beauty challenges on social media, websites, establishing your brand as an industry expert encouraging participants to share their creative makeup looks using your products with a dedicated hashtag - Online Beauty Magazine Features: Collaborate with online beauty magazines to feature your cosmetic products in informative and visually appealing articles Social Media: - Instagram Shopping: Utilize Instagram Shopping features to tag your cosmetic products in posts and stories, allowing users to directly purchase from your social media profiles - Engagement Campaigns: Host contests, giveaways, or challenges on platforms like TikTok and Instagram to encourage user-generated content and engagement, expanding your reach to potential leads - Behind-the-Scenes Content: Share behind-the-scenes glimpses of your product development process, ingredient sourcing, and quality testing to build transparency and trust - AR Beauty Filters: Create custom augmented reality (AR) filters on platforms like Instagram or Snapchat that allow users to virtually try on different makeup looks using your products Events: - Virtual Workshops: Host online beauty workshops or tutorials to showcase your cosmetic products and offer valuable beauty tips Require participants to register, capturing their contact information - Webinars: Collaborate with dermatologists or makeup artists to host educational webinars on specific beauty topics, attracting leads interested in learning more about skincare and cosmetics - Expert Q&A Sessions: Host live Q&A sessions with skincare experts, answering participants' questions and showcasing your products' benefits 27 Market Research: - Surveys and Polls: Conduct online surveys to gather insights about potential customers' preferences, concerns, and needs related to cosmetic products - User Reviews and Testimonials: Encourage satisfied customers to leave reviews and testimonials on your website or social media, building social proof and attracting new leads - Interactive Product Selector: Develop an interactive online tool that guides users through a series of questions to recommend the most suitable products for their unique skin care needs - Product Trials: Offer free or discounted product trials in exchange for participants' feedback and reviews, helping you gather insights and build credibility 3.2.2 Solution Selling Process: - Pre-approach: Research and identify potential target customers within the cosmetics industry Develop a strategy for approaching these customers based on their preferences and demographics - Customer Evaluation: Understand the customer's beauty and skincare preferences, concerns, and goals Analyze their current beauty routine and products they use - Discovery Meeting: Engage in a conversation with the customer to delve deeper into their beauty needs Ask open-ended questions to uncover specific challenges they face and the outcomes they desire - Product and Ingredient Assessment: Evaluate the customer's skin type, tone, and any specific requirements they may have Recommend cosmetics products and ingredients that align with their needs, preferences, and skin characteristics - Demonstration and Trial: Provide the customer with samples or demonstrations of the recommended cosmetics products Allow them to experience the products firsthand to assess their effectiveness and suitability Customization: Tailor the cosmetics solution to address the customer's unique beauty concerns Offer personalized recommendations and combinations of products that work well together 28 - Results and Benefits: Highlight the potential benefits and results of using the recommended cosmetics products Showcase before-and-after visuals or testimonials to demonstrate the positive outcomes - Solution Presentation: Present a comprehensive cosmetics solution that includes a range of products, step-by-step routines, and usage instructions Emphasize how the solution addresses the customer's specific needs and desires - Customer Experience Enhancement: Provide tips, tutorials, and guidance on how to achieve the best results with the cosmetics products Offer advice on proper application techniques and integrate the products into the customer's beauty routine - Feedback and Adaptation: Collect feedback from the customer on their experience with the recommended cosmetics products Make any necessary adjustments based on their input to ensure ongoing satisfaction - Upselling and Cross-Selling: Identify opportunities to upsell complementary cosmetics products or cross-sell related items that enhance the overall beauty and skincare regimen - Post-Sale Support: Offer ongoing customer support, including addressing any questions, concerns, or issues that may arise after the purchase Maintain a strong relationship with the customer to foster loyalty and repeat business - Customer Engagement: Stay connected with the customer through various channels, such as social media, newsletters, and special promotions Engage them in discussions about new product launches, trends, and beauty tips Data Process Below is a description of the process of ordering an M.A.C product through the Shopee platform: A customer sees a promotional post about an M.A.C product on their Facebook page Posts can contain images or videos of products, along with compelling information to spark interest Customers feel interested and want to buy the product, they click on the link provided in the post to go to the Shopee page The Shopee website displays the entire M.A.C product catalog, including promotional 29 products Customers can search and browse for M.A.C cosmetic products Customers find the product they want to buy, they click on the product to see detailed information and images They then click the "Add to Cart" button to add the product to their cart After adding products to cart, customers can review their shopping cart to check and confirm product information They then click the "Checkout" button to continue the order process Customers will be asked to fill in their billing information and shipping address to confirm the order They will choose a payment method and enter the relevant information After completing the order and payment, the customer will receive a confirmation email from Shopee, confirming that the order has been received and is being processed This email typically contains order information, contact information, and estimated delivery times Once the order has been confirmed and the product is ready to ship, the customer will receive a call from the shipper or carrier This call will confirm the desired delivery time and location When the shipper arrives at the delivery place, the customer receives the ordered product and proceeds to pay the shipper according to the previously selected payment method This ensures that payments are made easy and secure After successfully receiving the product, the customer can receive a thank you SMS or email from M.A.C Cosmetics This message shows appreciation for the customer's choice and adds a positive customer experience M.A.C may also send customers coupons for holidays, birthdays or other special events This shows interest in the customer and facilitates the next purchase With coupons and special offers, customers can return to the M.A.C store or website to shop more products This process creates connections and drives customer return Ordering Process and Receiving Process 30 Figure 4.18 Ordering Process and Receiving Process Conclution During the customer journey of M.A.C Cosmetics, the brand created a memorable experience and created value for its customers By combining personal and automated relationships, M.A.C has created a flexible and adaptive environment to reach diverse customer groups From classifying and understanding target customers, M.A.C has carried out activities such as product research and development, innovative marketing campaigns and high-quality makeup consulting Diversified distribution channels, 31 including retail stores and online websites, have created opportunities for customers to access and shop conveniently By creating high-quality products and creating personal connections through dedicated customer service, M.A.C has helped customers confidently express themselves and keep up with beauty trends The way M.A.C approaches customers and creates value has created loyalty and trust from customers, helping the brand maintain a strong position in the cosmetics market References Nguyễn Lê Hà Phương, (2023) Quá trình định mua người tiêu dùng https://trithuccongdong.net/tai-lieu-quan-tri/qua-trinh-ra-quyet-dinh-mua-cuanguoi-tieu-dung.html? fbclid=IwAR2Xq3SNbn1S0VHqAUm5n77rnD85dFcNWZPIKv27IKBuy8qTw ljUGY3wN1s_aem_AR_ICzoj_jU-QpkUUDrvLkZasMRDFiZCvIWvZPTWXuhZsoRWlu97lIzvMg6pq5ivk4 Đức Anh, (2023) Quá trình định mua hàng gì? Tầm quan trọng việc phân tích quy trình định mua hàng? https://www.sapo.vn/blog/quy-trinh-ra-quyet-dinh-mua-hang-la-gi? fbclid=IwAR2Lu87KsRr4JTzoBbpp7g20BJoq_ki8EnyynSdzqlnyyNafX7V0NRuJLE_aem_AR8n3tse6nTAdd wHUJ-4cCDvT7B2dhLSWikvJh486coKhFpso0VnYbjpetjhu1MtYNQ Tạp chí Cơng Thương, (2021) Quyết định mua sản phẩm chăm sóc da mặt người tiêu dùng địa bàn TP HCM https://tapchicongthuong.vn/bai-viet/quyet-dinh-mua-san-pham-cham-soc-damat-cua-nguoi-tieu-dung tren-dia-ban-thanh-pho-ho-chi-minh-80187.htm https://useinsider.com/customer-journey-marketing/ https://useinsider.com/customer-journey-marketing/ https://www.comparably.com/companies/mac-cosmetics/ceo-rating 32 More from: quản trị kinh doanh 7200000 Đại học Tôn Đức… 40 documents Go to course Tailieuxanh nn 17 carvelle 7448 quản trị kinh doanh None Final-Report 27 ádasdasdasda quản trị kinh doanh None Nghiên CỨU HÀNH VI TIÊU DÙNG GIẢM… quản trị kinh doanh None CJ Khởi nghiệp - big data quản trị kinh doanh More from: None Anh Thư Phan 999+ Đại học Tôn Đức Thắng Discover more Chapter-3 - Môn học cung cấp cho sinh… Quản trị tài 100% (23) Chapter-2 mơn Quản 15 trị tài Quản trị tài 91% (56) Chapter-4 - Môn học cung cấp cho sinh… Quản trị tài 93% (14) Review-Chapter-7 Mơn học cung cấp… Quản trị tài Recommended for you 100% (6) Liquid Detergent Idea 35 Box May 2021 (002) quản trị thương hiệu 100% (1) Correctional Administration Criminology 96% (113) English - huhu 10 Led hiển thị 100% (3) Preparing Vocabulary 10 FOR UNIT Led hiển thị 100% (2)