1.3 Innisfree Forest For Men Cleansing Foam Image 1-2: Innisfree Forest For Men Cleansing Foam Innisfree Forest For Men Cleansing Foam is a line of facial cleansers manufactured by Innis
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Innisfree Forest For Men Oil Control Cleansing Foam -<- 6
Image 1-4: Innisfree Forest For Men Oil Control Cleansing Foam Innisfree Forest For Men Oil Control Cleansing Foam exclusively for men, oily skin extracted from pine trees, cedar trees are grown on Jeju Island of Korea has the effect of cleaning dirt and impurities on the skin to bring smooth and soft skin, and natural white
With a creamy texture, easy to foam, while helping to control excess oil and sebum on the skin, making men's skin firmer, stronger and smoother, Phytoncide nutrients, from pine trees, trees Jeyu Island's cedar and Tinospora help to relax the skin and relieve stress The ingredients are completely natural, benign, do not cause skin irritation, and do not contain chemical ingredients such as mineral oil, parabens, imidazolidinyl urea, raw materials of animal origin.
Innisfree Forest For Men Fresh Cleansing Foam -+ 225cc csS2 6
Image 1-5: Innisfree Forest For Men Fresh Cleansing Foam Innisfree Forest For Men Fresh Cleansing Foam with moisturizing Jeju Phytoncide complex helps to protect men's skin optimally Phytoncide nutrients found in pine, cedar, and Tinospora trees typical of Jeju Island help men's skin smooth, clean, and prevent acne
With small particles of scrub, it helps to exfoliate dead skin cells to reveal smoother, younger-looking skin The product helps to deeply wash away dirt, sebum accumulated inside the pores to help men's skin clear, reduce the possibility of causing acne, the skin is smooth and bright.
MARKET OVERVIEW uu ecccccccccccececceseseeeeseeeesceeecaeeeseneeenesaeeeeeeeeeaey 8
The cosmetics and facial cleansers market in Vietnam 0 00.00 cece eeceeeeeeeeees 8
Popular skin care items (often use)
Facial cleaner Sunscreen Facial moisturiser Toner
Facial oil or serum Facial mask Eye cream ©
Facial cleanser (including makeup remover) is most commonly used followed by
Q Among those, which products do you use often? G8Ne
Figure 2-1 Popular skin care items
The most used brands are Nivea, Pond's, The Face Shop and Innisfree In particular, users with high income often prefer to use more high-end brands such as The Face Shop, Innisfree, Vichy and Shiseido
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Top 3 most used brands are Nivea, Pond’s and The Face Shop
Q Please choose the beauty brands that you have used? G@&wœ
As for skincare products, Innisfree is the most loved by high earners Favorite brands- skincare
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High spending = Low spending For those who have high spending on skincare, Innisfree is most favored
Q Please choose all the makeup items that you have? Among those, which products do you use often? C8Ne
Brands with strong online image Online stores to shop for cometics
No 1 we we (13%) No 1 ẹ -;-: (25%) innis}free
No.2 POND’Sằ uứằ No.2 TIKILVN q99
No 3 THEFACESHOP (7%) No 3 Lạ:ada (11%)
No 4 O HUI] (6%) No.4 SKINFOOD - 6% since 1957
Q What brand name comes up when you think about ‘online shopping for cosmetics’? What online siore name comes up when you think about ‘online shopping for cosmetics?
Image 2-1: Online brand association Innisfree is the brand that is rated as having the strongest online image Then came Pond's and The Face Shop
Similarly, Shopee, Tiki and Lazada are the first three e-commerce names that pop up when users remember an online cosmetic shopping platform.
Men's facial cleanser market In Viefnam - ác S1 21 121151211111212 111 t2 10
Men's grooming products are very diverse and plentiful in the world today In recent years, Vietnamese men have approached the beauty trend; the old conception of beauty is also fighting changing
The demand for male beauty in Vietnam in recent years indicates men's awareness of beauty products The potential for grooming products for men in Vietnam is huge
The spread of J-POP and K-POP boys makes many men want to be like them, these images become a phenomenon and grooming products are indispensable products for men As a result, the need to use grooming products has been constantly growing in Vietnam More and more customers need to buy those products, becoming a new niche for businesses
The beauty trend in general in Vietnam has recently been on the rise, especially among men They did not simply choose everyday bathing products but also wanted more care from perfumes, deodorants, to lotions
1 Gia Lai Province kỳ Da Nang
3 Dong Nai + Ho Chi Minh
According to Google Trend (14/11/2021), the keyword “Male cleanser” (Stra rua mat cho nam) was most searched in Gia Lai, Da Nang, Dong Nai, Ho Chi Minh and Binh Duong
Related topics Top v # < Related queries Top v # ‹> a 5 sữa rửa mặt trảng da cho nam a
The related queries for that keyword are “Acne treatment cleanser for male”,
“Cleanser for Oily skin Male”
In addition, for those who searched for that keyword, they also care about topics like Cleanser, Face, Man, etc
Ownership of foreign skincare products among male
Vietnamese consumers in 2021, by country of origin
Figure 2-4: Survey conducted by Rakuten Insight According to a survey conducted by Rakuten Insight in July 2021, 38 percent of male Vietnamese respondents stated that they used Korean skincare products,
11 followed by 22 percent of the respondents who claimed to use Japanese skincare products Most of the respondents felt that K-beauty products were more effective and produced better results.
Male cleanser competitor annaẽySIS . - 2 22122011101 1111111111211 11111111 k2 12
Currently, the male cleanser market in Vietnam is having the presence of huge players in the cosmetics industry such as Nivea Men, OXY, Men’s Biore and so many other competitors
2.3.1 Lower price range competitors of Innisfree’s male facial cleanser Competitors of male facial cleansers at a lower price range than Innisfree include OXY, Biore, Nivea men The common points between these competitors are the design and their slogan/tagline These products have the same way of packaging design - strong, manly, with a catchy phrase of deep clean, remove oil, anti-acne, or multiple features Some men still believe that skincare is only for women, so they are afraid to buy products with colorful designs Such designs hit the psyche of men; do not like the color, like to clean excess oil, many uses
In terms of price, the above competitors have low prices (45,000-70,000 VND) These products can be easily found in stores and supermarkets
These cleansers focus on men who are not so knowledgeable about facial care They do not accept investing too much money in skincare products
2.3.2 Same price range competitors of Innisfree’s male facial cleanser Competitors of male facial cleansers at the same price range as Innisfree include La Roche Posay, SVR, and Cerave These are competitors in the same price range These facial cleanser brands have target customers who have a certain amount of knowledge about facial care At this price range, there are not only competitors specializing in making face cleansers for men but also regular facial cleanser products of other brands Because with such a knowledge of skincare, they already know that, not only men can use face washes for men, but also it is important that the ingredients
12 of the cleanser are suitable for their facial skin They understand that they can use other common female cleansers as well
BRAND KEY L2 12112111 1011111111111111110 110121111 0101110 1 ke 14
Values, beliefs and personalIty .- - 2 2201120 112011211111 111112111111 81c cay 18
With the motto "Natural Benefits from JEJU Island", the brand was born to share the benefits from the rich nature of Jeju Island to the skin Referring to Innisfree, customers always remember good-priced products from the island of good quality and purity, high popularity, a clean skin care product from nature without chemicals
If we consider Innisfree as a person, we can mention such as high quality, popular, beautiful in appearance and inside, delicate, and clean and purity
Reasons to beleve wi
Innisfree products always give customers the best experience from the outside image, to the inner packaging, the feeling when using, and the scent of the product Always make customers feel satisfied in every step of buying to using Innisfree cooperates with famous Korean singers and actors to improve brand awareness and attract customers, such as Song Hye-kyo, Yoona Products for men only cooperate with Lee Min Ho.
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Extracted from nature with almost 100% absolute content (depending on each brand line, natural ingredients can range from over 98% - 99.8%) Organic products with extremely strict standards for ecology and quality of herbs included in the ingredients
Moreover, choosing cosmetics of natural origin will help protect the skin and unharmed by cosmetic ingredients such as itching, redness, irritation, skin allergies but Innisfree natural cosmetics also honor the inherent natural beauty
Innisfree is emphasized by product variety, quality, innovation, future trends, customer experience, and eye-catching appearance Each product is carefully checked, carefully packed, qualified and creates a certain trust for customers
CHAPTER 4 APPROACHING NEEDS AND PROBLEMS
To find out the problems in Innisfree's distribution channel from the consumer perspective, the team surveyed a group of 100 people via google form, of which 70% are male (70 people), and 30% are female (30 people) They are people between the ages of 18-30 who are high school students, university students, office workers, freelancer marketers, IT professionals and photo models They are using Innisfree products and have an interest in Innisfree products or have male relatives using this brand's products
— How do you know Innisfree?
Why would you choose Innisfree?
How much money can you spend a month on skincare products? Are you satisfied with the cosmetics you are using?
Do you think the price is reasonable?
Where do you usually buy cosmetics?
Did you have any problems while buying?
In addition to Innisfree, which brands will you buy?
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Please describe Innisfree with one word
_ oS Will you introduce Innisfree to your friends?
Their responses are shown in the charts below:
1 How do you know Innisfree?
Figure 4-1: How do you know Innisfree
2 Why would you choose Innisfree?
Figure 4-2: Why would you choose Innisfree?
3 How much money can you spend a month on skincare products?
Figure 4-3: How much money can you spend a month on skincare products?
4 Are you satisfied with the cosmetics you are using?
Figure 4-4: Are you satisfied with the cosmetics you are using?
5 Do you think the price is reasonable?
Figure 4-5: Do you think the price is reasonable?
6 Where do you usually buy cosmetics?
@ Shop selling hand-carried goods
Figure 4-6: Where do you usually buy cosmetics?
7 Did you have any problems while buying?
@ The product is not suitable for skin
Figure 4-7: Did you have any problems while buying?
8 In addition to Innisfree, which brands will you buy?
Figure 4-8: In addition to Innisfree, which brands will you buy?
9 Please describe Innisfree with one word
Figure 4-9: Please describe Innisfree with one word
10 Will you introduce Innisfree to your friends?
Figure 4-10: Will you introduce Innisfree to your friends?
According to Cosmetic consumption trends report in Vietnam 2020 by Q&Me In the Vietnamese cosmetic market, facial cleanser (including makeup remover) is the most frequently used skincare product (77%), followed by sunscreen and moisturizer
79% of people use skin care products once/week, or more often, 53% do skincare daily People aged 30 years or older and with an income of 20.000.000 VND often use skincare products more often
Skincare frequency Makeup frequency by demographics
= Only when | have tring special 16-22 23-29 30+ HCM HanoiOthers 20M
=| do not use skin care 10M 20M products wEveryday wOnce/week or more often '#Less than once/week ™ Special ocassions only
79% use skincare products once/week or more often, in which 53% do skincare everyday 30+ years old and 20M+ VND income use skincare products more often
Q How often do you use skin care products? C8Ne
Besides, ignorance about skincare products and being too busy are the main reasons for people not taking care of their skin However, the number of people taking care of the skin has increased day by day
Reasons not to skin care
Lack of knowledge is the reasons why they do not do skin care
| do not like the stickiness of skin care 411% products on my skin °
| do not want to spend money on skin care 13% products °
I concern about skin care product quality | 18%
My skin is sensitive/ prone to allergy 4 20%
| am too busy for doing skin care TT: 0%
| do not know which products are good for me | 32% 9
Figure 4-12: Reasons not to skin care
The leading information channel to learn about cosmetic products is Facebook (69%); the following is to be shared by friends and relatives (48%) The most used information pages to learn and update product information is the brand website (49%) and followed by electronic newspapers (eva.vn, phunutoday.vn, kenh14.vn )
Information source Popular online site for cosmetic
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Figure 6-2: Three levels of distribution channel
CURRENT MARKETING CHANNEL SYSTEM OF INNISFREE 33
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Based on the current channel structure, Innisfree's marketing channel flows are shown as the below figure:
Product flow Negotiation flow Ownership flow Information flow Promotion flow
Transportation Transportation Advertising company company L0) Sài
Figure 6-3: Innisfree marketing channels flow
The product flow of Innisfree in Vietnam is quite simple Goods after being delivered to the shipping unit by the producer will be shipped to the retailer for sale to the end-user This process is only one way from producer to consumers as the product will not be returned after purchase except in some special situations such as goods with quality defects due to the manufacturer, wrong product delivery, etc
The negotiation flow represents the buying and selling functions associated with the transfer of title (right of ownership) to products This flow does not include transportation firms because it is a third party responsible for logistic activities and does not participate in negotiation functions The flow is two-directional as negotiations involve a mutual exchange between producers, retailers, and consumers
Along with product flow and quite similar to product flow is ownership flow The ownership flow depicts how the product's title changes as it moves through the channel Transportation, on the other hand, cannot be participating in this flow because it is not permitted to possess the title
The information flow diagram depicts the two-way flow of data from the maker to the consumer All parties are involved in the information flow, whether it is
35 up or down This flow may or may not always include a transportation company as a participant For instance, information about shipment times or charges from the producer to the transportation has to be informed to the transportation company Information from producers can go directly to retailers or consumers and vice versa For example, customers will receive information about the ingredients, origin, and expiry date through labels on products from Innisfree when they buy products Similarly, the customer can report the product quality to a retailer, and the retailer then sends that information to the producer
Finally, the promotion flows concerns to persuasion through advertising, personal selling, and public relations In this promotional flow, there will be an advertising agency with the task of maintaining the pure promotional flow At this flow, it requires interaction between parties to coordinate and capture information about promotion activities, so the arrow in the figure is two-way
FINDINGS ABOUT CHANNEL SYSTEM OF INNISFREE
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Besides the advantages of the current marketing channel system, Innisfree still has some disadvantages that need to be overcome
Limit choice of outlet: Innisfree only has retailers and has no distributor in Vietnam The distribution system is restricted, especially products sold directly at the store They have not been widely distributed throughout the country, particularly in remote areas
Requires consumer effort: There are very few official stores of Innisfree in the countryside People in these places have to go to the store that is far from their house if they want to see and test the products directly
Have some difficulties in exporting and importing: The price of the products is affected by the tax The weather and environment in many places can also affect the quality of products During the Covid-19 pandemic, this process can be delayed
Horizontal channel conflict: This conflict is between two players at the same level in the distribution channel Innisfree has conflicts between official stores in different places or conflicts between e-commerce platforms such as Shopee, Lazada and Tiki These channels will compete against each other through price, promotion and customer service policy
Multiple channel conflict: This conflict occurs when identical products are offered through multiple distribution channels In the distribution system of Innisfree, a conflict between the different channels of retailers is known as multiple channel conflict Innisfree has conflicts between an official website, official stores and e- commerce platforms such as Shopee, Lazada and Tiki Price, promotion and customer service policy are used to compete against each other
OPTIMAL MARKETING CHANNEL SYSTEM DESIGN 0€ 6 0/09) 1115
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POPULARITY OF COSMETICS SELLING POINTS BY AGE AND REGION IN 2019 upermarket Branch Convenient store Website import Facebook Pharmacies m16-20 m 23-29
Figure 8-2: Popularity of cosmetics selling point
Although there are solutions to the weak points of Innisfree’s distribution system, it also shows that the solution still requires strong resources and investment in distribution channels to solve the problem Any distribution channel will have its own advantages and disadvantages and it must be consistent with the business philosophy of each different brand Here, Innisfree chooses a 3-level distribution channel, through a retailer in Vietnam to ensure the advantages we mentioned above However, as a senior manager, the team would like to propose a more optimal distribution channel in line with the Innisfree philosophy that the team built - 4-level distribution channel
Figure 5-3: Traditional distribution channel 8.2.2 Electronic distribution channel:
Innisfree will always keep online sales channels on the website as well as on e-commerce platforms such as Shopee, Lazada, Tiki, etc because this is a distribution channel with great growth In addition, e-commerce products are also in the period of huge investment in e-marketing, so this will be an advantage when we can cut investment costs for e-distribution
Higher usage of online shopping
Those who use online shopping to buy Popular online channel cosmetic products
2019 2020 Shopee 3 Tiki 41% 40% Facebook Lazada 37% 43% 9% Sendo 17%7% #2019 #2020
73% have used EC to buy cosmetic products due to good pricing and rich reviews EC becomes one of the most popular channels for cosmetics
Figure 8-4: Higher usage of online shopping This will target young people, who tend to use their phones a lot with shopping and through e-commerce platforms This issue will bring many benefits to Innisfree and attract new customers
Table 8-1: Advantages and disadvantages of new distribution channel
— Less costly than direct distribution channels Advantages — Enterprises can distribute a larger quantity of goods over a wider distance than a 3-level distribution channel
— More difficult to manage than a 3-level distribution
— There is a possibility that the goods are damaged or expired due to the transportation process
Although this distribution system still has certain disadvantages, we will explain why we chose it There are Innisfree consumers in our survey who told them that it is quite difficult to find Innisfree products when in the countryside except through online Cosmetics is a product that is quite difficult to choose from just listening to reviews and reviews online because it has to be according to different skin types, in addition, it also depends on the preferences of each person The lack of practical experience reduces the need for customers to buy, so when applying this distribution channel system, Innisfree will reduce costs and be able to reach more customers The disadvantages of this distribution channel and the reason why 4-level distribution is better than 3-level:
— The more difficult to manage problem will be a concern However, Vietnam's distribution system is being developed more and more, and the logistics system is increasingly being improved We also have programming software to manage the transportation, export and import of goods entirely on the Internet
So this problem will be partially solved In addition, if the resources are large enough, we can set up headquarters in regions of the country to manage each region
— Damaged goods are not too much of a concern Firstly, the goods will also be applied with software to manage the shelf life of each product to have a reasonable transportation plan Secondly, the shelf life of Innisfree products is also from one year or more, so the issue of expiration does not affect too much Thirdly, the shipping of damaged products, the distributors will also be responsible, so they will also limit this problem from happening
With the solutions to these disadvantages, according to the advantages and disadvantages, this option is feasible and applicable Through researching insights of middle-aged customers in small cities, women often use cosmetics floating on the market or bought at traditional markets, which affects the skin and costs for treatment Capturing the insights, this distribution channel of Innisfree will give users the best
43 experience and gain market share in middle-aged people instead of mostly young people like today The only problem is that depending on the positioning of the brand, Innisfree chooses the appropriate plan
Here, the group gives the distribution channel, besides the disadvantages, there are also limitations and caveats if you want to apply the above distribution channel: The product will reduce the perceived value in the hearts of consumers
A product sold all over the country will find it difficult to control customer service, packaging, packaging, etc
Products may appear many fake products, causing confusion for consumers
The easier it is for products to reach consumers, it also gives manufacturers specializing in counterfeit goods more opportunities, from which customers can see false reviews about the company
CONCLUSION Overall, Innisfree is a South Korean cosmetics brand owned and founded by the largest skincare and Cosmetics Company Innisfree is popular for its affordability and brand concept, which emphasizes healthy, environmentally friendly, reasonably priced beauty products with ingredients responsibly sourced from Jeju Island, South Korea
Men's grooming products are very diverse and plentiful in the world today In recent years, Vietnamese men have approached the beauty trend; the old conception of beauty is also fighting changing The demand for male beauty in Vietnam in recent years indicates men's awareness of beauty products The potential for grooming products for men in Vietnam is huge
Currently, Innisfree Vietnam has an indirect distribution model through intermediaries This model consists of three levels, from producer to retailer before selling to consumers Amore Pacific has oriented and maintained this model since the early days when entering the Vietnamese market
All Innisfree retail stores in Vietnam are exclusive and owned by the company The stores are usually located in big cities and products sold at large, famous, and prestigious commercial centers Innisfree also has an official website and participates in the online market of popular e-commerce platforms such as Tiki, Shopee, and Lazada
Innisfree marketing channel system in Vietnam has five strengths including limited competition among intermediaries, easy to manage, reduce fake products, has both offline and online channels and optimize online tools However, it still has some disadvantages that need to be overcome including limit choice of outlet, requiring consumer effort when buying, having some difficulties in exporting and importing, horizontal channel conflict, and multiple channel conflict
To solve those problems and optimize channel performance, our team has two options Firstly, we will maintain the current model of the channel but will come up with solutions to try to overcome the disadvantages Second, Innisfree can apply the 4-level marketing channel model that we propose, cooperating with large wholesalers and retailers nationwide in addition to maintaining the company's stores