HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION A MARKETING RESEARCH PROJECT Major: Marketing A Study of
Scope and Limitation e dẦẢẢ
The target surveyors in the age of 18 to 28 years old study and work in district 10 in Ho Chi Minh City These groups have an awareness and even an experience of Love Beauty and Planet products As a result, recorded customer feedback can determine the scale of the brand equity from which Love Beauty and Planet's Research and Development and Marketing departments can plan suitable strategies
Although the topic has solved the research objectives, there are still some limitations as follows: First, due to time limitation, the amount of data collected is about 230 samples, so the representativeness is not high Leading to generalization of research results may not fully reflect the research problem The second limitation relates to the lack of available and reliable data on unforeseen challenges that emerge in the research process Lack of research studies on the topic is also one of the limitations This is simply because research could be more special if there is some statistics around the topic.
FINDING AND DISCUSSION L0 H21 HH 9
Overview of the chosen COMPANY cc ccc 2 1211111111111 1111111111111 0111111 1101 1111111111 1 tk, 9
Unilever is a British multinational company that supplies a diversity of products about foodstuff and beauty care Unilever branches are distributed on over the world In Vietnam, the Unilever market is one of the eventful segmentations, in detail, Vietnam consumers would love to have an experience on Unilever product chains
Love Beauty and Planet is a branch of Unilever that stands for vegan products The name conveys a message which does not only make consumers more beautiful but also joins hands to go down negative impacts on the environment (Trinh, 2019) Love Beauty and Planet product chains include hair shampoo, hair conditioner, body shampoo, toothpaste, and body lotion Being produced from organic ingredients, Love Beauty and Planet is well-known for a trend of natural beauty care (Mint, 2019) Vegan cosmetics seem to strange to some consumers However, thanks to advertising techniques, Love Beauty and Planet win the consumers’ hearts Besides, in this day and age, the products manufactured under Love Beauty and Planet's name are one of the top options for buyers Those products are supplied to supermarkets, retail outlets Besides, buyers are able to buy on the Internet like Shopee, Lazada, or Tiki Love Beauty and Planet proposed goals that they want to achieve in the near future such as responsible material source, waste limitation, water save all of which take action because of the environment As a result, Love Beauty and Planet is proving itself as a good choice for people who fall in love with consuming products that consist of organic ingredients in order to lead to beauty care more carefully and decrease drawbacks about the environment.
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Sampling is a procedure, this research's data is collected in target areas and groups of people who conduct the survey After collecting significant data, a list of the target population from which the sample is selected, called list frame Probability method is chosen to serve the data analyzing process This method of sampling is conducted by using the method of randomization During the analyzing process, each individual has an equal and independent opportunity to be selected It has further sub-categories Throughout conducting the collection of data in the mentioned method above, It saves a lot of time, as contacting the entire population would be difficult and time-consuming, cost-effective However, the quality of data is in danger to some extent such as inaccurate results, difficult management, so on
There are five groups selected by the research team as the focus groups for this topic First, the group of people who are from 18 to 22 years old, the reason the research choose that group is youngsters have knowledge and preferences of using different cosmetics, they can make decision of buying depending on their personal demands The fact is that Vietnamese young people increasingly follow the trend they want to be the first to assert themselves through learning about trend-following brands and products Choosing students instead of middle-aged people, the reason given by the researchers is that the research team's students will be more accessible at the same level as the researcher than different social classes (Osman & Jin, 2014) Due to their higher status and they spend less time participating in the survey Moreover, adolescences who spend most of their time in the social networks is of great benefit to be potential sources for the data collection process since they have more
II understanding about online commercials, current affairs, and so on (Ogburn, 2015) The first group is divided into three branches which are students studying at three universities: University of Foreign Languages and Informatics, University of Economics, and University of Technology Female gender is selected as the target Furthermore, most students are required to pass some research course in order for them to understand the importance of taking part in a survey, so they will cooperate and take the survey honestly to avoid error sample omission They understand the importance of participating in the survey so they will cooperate and conduct surveys honestly to avoid errors in sampling Those are the target groups that researchers need to study on the vegan brand awareness level of Love Beauty and Planet The rest in which the papers are also transferred to whom in the aged of 23-28 This is the working ages and product perception will vary with the tertiary age This group has two smaller focus groups consisting of the group of people working in Ha Do Centrosa and those presenting at Van Hanh Mall in District 10 This is stmply because many offices, convenient stores, and even a supermarket are concentrated, it will be more convenient to access survey responses They represent the degree of interests in vegan cosmetics in the graduated and working age
In different living situations, the level of perception about product types is also affected (Moshrefjavadi et al., 2012).
Data collection 12111111 1121110121 112111111111 011011 1101 11111111111 HH HH kg ch 12
Primary data is defined as information gathered firsthand by the researcher, this information can be gathered using a variety of information gathering tools (Bryman, 2012) However, only questionnaires is primary data were used to collect information in this survey The author used Google Forms to create a multiple-choice survey with roughly 21 questions, then shared it on Facebook with potential consumer focus groups Because most of these audiences utilize Facebook, the most convenient way to approach online surveys is through Facebook Because COVID-19 continues to have a negative impact on human health, the author exclusively conducts an online survey To improve brand awareness, the research team must collect information from primary data sources such as customer information and factors that influence product awareness, customers' decisions to use the product, customer needs and desires about the product, and customer evaluations of the product
Definition of natural cosmetic products derived from natural ingredients (plant, animal, mineral), obtained through physical methods (pressing, extraction, filtration, distillation, drying), microbiological, or enzymatic processes (Committees, n.d.) Natural cosmetic ingredients should not contain any contaminants that could endanger human health According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients Animals are not permitted to be used in the testing of natural cosmetics or their ingredients Natural cosmetic ingredients should not contain any contaminants that could endanger human health According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients Animals are
13 not permitted to be used in the testing of natural cosmetics or their ingredients (Braz J Pharm Sci., 2015)
Author Jolinda Hackett (2020) said that if vegan is known as a vegan diet: excluding all ingredients derived from animals, Vegan beauty is known as "Vegan cosmetics” in the cosmetic industry Vegan cosmetics, as the name implies, do not contain any animal-derived ingredients and do not cause harm to animals during the harvesting process
Today's "green" cosmetics trend does not stop with organic, natural, or cruelty-free cosmetics Vegan cosmetic brands gradually emerged to meet the needs of women in the midst of a wave of environmental and animal protection Love Beauty and Planet is a prime example of a cosmetics brand's effort to become a 100 percent vegan brand
In addition, many of you choose a vegan lifestyle not only to protect the environment but also because of your belief in a healthier lifestyle Founder Tata Harper once said: “Cosmetics go after food because they share so many ingredients If the ingredients are digested well, they're also great for applying to the skin” (SOPHIE THANH HUYEN, 2020)
In a nutshell, all of these secondary data are aggregated for one common purpose of highlighting The Love Beauty And Planet's success in raising brand awareness It can be said that The Love Beauty And Planet's brand identity is largely built on the company's strong contribution to social responsibility That means The Love Beauty And Planet's business model is mainly about human health and hygiene
To achieve the research objectives on customer awareness of Love Beauty and Planet vegan cosmetics, a list of information to be collected and analyzed on the following issues was created:
From April 19 to April 25, the researchers began preparing survey questionnaires in the first stage This study conducted 200 females between the ages of 18 and 28 who have been aware of the Love Beauty and Planet brand This has the greatest impact and raises customer awareness of Love Beauty and Planet vegan cosmetics In the second stage, the researchers - the group will conduct a survey of the subjects that the research team has mentioned in the focus group Ho Chi Minh City University Of Foreign Languages-Information Technologys, University of Economics, and University of Technology will be the first group to conduct the survey, and the second group are Ha Do Centrosa and Van Hanh Mall However, due to the complexity of the ongoing Covid 19 pandemic, all activities have to switch to online surveys Furthermore, Google Forms has become the primary tool for team survey creation, and it is more convenient than paper surveys in this situation And the focus group of customers can also do it online using mobile phones, laptops, tablets and so on, it takes about 1 to 2 minutes to complete the survey On the other hand, due to the higher rate of miscommunication, it will take longer than normal operations Over the course of two weeks, this study collected more than 200 samples, more than 180 of which were qualified The research team will evaluate, select, and collect 180 samples of the highest quality for data analysis from 200 groups of samples to create primary sources From May 17 to June 6, the research team collected data from secondary sources, specifically books, online newspapers, magazines, and websites from reputable, academic references The above-mentioned four stages will make it easier for the
15 research team to carry out the research, and the clarity of each stage will help the article become coherent, clear, and persuasive
2.4.1 The type of cosmetics consumed regularly
Figure 2.4.1 The type of cosmetics consumed regularly
According to a research's result, consumers spend a lot of money on sunscreen products that account for the highest After that, the product of face cleansing is runner-up The third belongs to lipstick products The group of body care such as body wash, body lotion, shampoo, and hand lotion attracts the rate of customers’ purchasing In terms of the line product of Love Beauty and Planet, the majority of products that are chosen by sponsors are distributed in Love Beauty and Planet In Love Beauty and Planet, there are various kinds of beauty care products such as body lotion, hand lotion, body shower, shampoo, hair conditioner, toothpaste Therefore, purchasers can be served in the best way in Love Beauty and Planet
Figure 2.4.2 Customer awareness of Love Beauty and Planet
Through this chart, businesses will determine the understanding of target customers and thereby set up a strategy to help customers recognize the brand more widely With 58.7% of consumers knowing the product well, 34.8% knowing little about the product, and the remaining 6.5% having no knowledge of the product According to these statistics, a company must have a strong branding and communication strategy for its product in order to catch up with competitors whose products are more competitive than its own
Besides, when the survey respondents were asked "Did you know Love Beauty and Planet is a vegan product line?" then the answer “Yes” accounted for a higher proportion of 137 out of
180 samples collected, while the answer “No” accounted for 21.9% of the 180 responses This
17 result shows that most of the customers in the survey who know Love Beauty and Planet cosmetics know this is a natural product So the company has successfully targeted the focus group of customers mentioned in the survey
2.4.3 Priority In Choosing Vegan Cosmetics
Figure 2.4.3 Priority In Choosing Vegan Cosmetics
Our group's survey includes a question about brand awareness When asked, which vegan cosmetic brand do you prefer? Then the outcome is as follows:
* Across a wide range of industries, 47.3% of respondents chose the Love Beauty And Planet brand, a product they are familiar with, as their first choice
* 35.7% of those polled chose the Cocoon brand, which is affiliated with Love Beauty And Planet
* The remaining 17% is made up of other products such as the Body Shop, ELF Cosmetics, and others
According to survey results, we can see that brand awareness or familiarity with the brand is present Customers' purchasing decisions are influenced by a variety of factors, including brand Online shopping has become more popular than ever, particularly in the context of the 4.0 era
2.4.4 Love Beauty Planet Brand Awareness Levels
The following scale can be used to assess brand awareness:
* When it comes to the product, mention it for the first time
* You are unfamiliar with the product
Figure 2.4.4 Love Beauty and Planet Brand Awareness
(Source: Author) 2.4.5 Brand recognition factors for Love Beauty And Planet
Figure 2.4.5 Brand recognition factors for Love Beauty and Planet
Brand awareness is the first step in the purchasing process and an important criterion for determining brand strength Customers will find it easier to choose a brand that is well- known However, reality shows that many factors influence consumers' purchasing decisions Because consumer behavior is complex, the research team asked a question about customer brand awareness of Love Beauty and Planet products, which included the following factors: packaging, fragrance, logo, and other elements that were up to the respondent According to survey results, 36.7% of people choose packaging when purchasing a product, 29.6% choose fragrance, 15% choose logo, and 18.7% choose other factors
According to the statistics above, the psychology of brand awareness through packaging is at its peak because packaging is one of the factors that helps to quickly and easily identify and is also a sign that your customers remember and recognize you when placed alongside hundreds of other competitors on store shelves Furthermore, fragrance is an important consideration when selecting a product Almost all products sold for easy identification now include a scent test, and many consumers express satisfaction with a more pleasant scent than other products Users claim that they are loyal to the brand they use because it meets this need This label's health safety factor, which has been tested by the Ministry of Health and does not cause skin irritation, is especially notable and appreciated Aside from the use of logo elements, the name may be duplicated, but the logo is unique and represents only one brand Typically, the logo will be displayed in the form of a drawing, texture, typeface, or a special symbol to facilitate public recognition
2.4.6 The customers’ thinking about brand name Love Beauty and Planet
Elements of a brand name Disagreement Number of customers Neutral f Agreement
Easy-to-read brand name 9 40 131
Easy-to-remember brand name 20 55 105
Table 2.4.1 Factors in brand awareness that customers can know
Easy pronuneiation Easy memory Ameaningful name An impressive name
Figure 2.4.6 The customers’ thinking about brand name Love Beauty and Planet
Choices in the survey were divided into four groups: Group of easy pronunciation, group of easy memory, group of meaningful brand name, and a group of an impressive brand name In the surveyed process, the highest in each group is a total agreement answer There is over 50% of responses agree the brand name to be easy to read The data for neutral is over 20% in every group The rest takes up from 5% to under 20%
2.4.7 Love Beauty and Planet Product recognition through product packaging
Elements of product Number of customers
Packaging provides complete information about the product to 20 51 109 consumers
Table 2.4.2 Factors in the perception of packaging that customers may know
0% i ° Color Disagree 0 nae al Cont éteness Of Product Information
Figure 2.4.7 Love Beauty and Planet Product recognition through product packaging
According to the survey results, customers will be attracted and purchase your product if you provide eye-catching, aesthetic, and informative packaging In fact, Love Beauty and Planet has won the hearts of consumers, with more than 160 customers purchasing Love Beauty and Planet products directly from the product packaging Furthermore, the color of the product is very important because it accounts for the greatest percentage, the second is the aesthetic, and the remainder is the product information provided by the packaging As a result, in business, product packaging is one of the most important factors influencing customer purchasing decisions The same product has undeniably the same quality, but if it has a more beautiful and luxurious packaging design, it will attract more customers
2.4.8 The factors that increase brand equity in advertising
Factors related to product Number of customers
Table 2.4.3 Factors related to product advertising
Figure 2.4.8 The factors that increase brand equity in advertising