Final exam subject digital marketing

In addition, Bioderma always seeks to understand the skin, especially the mechanism of action of healthy skin and how to balance the skin when experiencing dermatological problems.. Step

NTT INSTTUTE OF INTERNATIONAL EUDUCATION

II

FINAL EXAM Subject: Digital Marketing Lecturer: Ph.D Vo Ho Hoang Phuc

Student group perform:

Duong Hai Duyen — ID Student: 2000003566 Nguyen Thi Ngoc Anh — Student ID: 2000000287 Phan Tien Phat — ID Student: 2000002284 Nguyen Truong Phuc Hau — ID Student: 2000001348

Nguyen Hoai Nam — Student ID: 2000003429

Ho Minh Tri — ID Student: 2011551465

Ho Chi Minh city, August, 28th, 2022 2

INTRODUCTION

A ORGANIZATION AND PRODUCT

1 Destiny

Since its inception, with the mission of always bringing safety to the skin, Bioderma always ensures the highest safety for the skin, products from Bioderma must have a strict limit on the quantity and quantity of ingredients In addition, Bioderma always seeks to understand the skin, especially the mechanism of action of healthy skin and how to balance the skin when experiencing dermatological problems

2 Eyesight

With a single vision, most of Bioderma's research revolves around the health of the skin, cells and the imbalance of factors Our skin also has its own language and its own experts Because

of this, Bioderma company always strives to understand them thoroughly Another aspect, our skin is always affected by all changes and surroundings Disease, drug treatments, aging and many other factors can impact balance and cause skin dysfunction Therefore, Bioderma's best approach focuses on providing or reactivating inherent natural substances, helping the skin to resist itself and restoring biological functions to maintain healthy skin from the inside

(Source: https://herskincare.vn/bioderma-n39346.html)

3 Steps and plans to achieve the above goal

From its mception to the present, Bioderma company has always relied on clinical research to develop new products by identifying skin problems to require new solutions It is for these reasons that collaboration will contmue throughout the novation process to determine the safety and effectiveness of each product Hospital clinical trials examine aspects, from easy-to- tolerate formulations to the most suitable formulations Bioderma has been and will regularly publish clinical and scientific studies in conjunction with mternational laboratories

B BIODERMA BRAND HISTORY (HISTORY)

care cosmetics based on numerous conversations with the world's leading experts in dermatology and biology He developed the first invention and laid the foundation for the Bioderma philosophy: Bioingredients for the skin

In 1977, the first product was the Nodé shampoo The launch of the Nodé oil marked the first breakthrough of the later Bioderma product line After 8 years since the launch of the first product, the brand developed a new series of products based on the close cooperation with dermatologists in 1985 In 1992, Biomaderma became an independent brand in terms of product development strategies Especially, the opening of the first branch in Italy in 2001 officially marked the expansion to the world market of Bioderma (up to now more than 100

countries and territories) To commit to a better society, Bioderma organized its first social activity with a delegation trip to the North of Vietnam in November 2009 All these activities embody the spirit of Bioderma with core values: generosity, solidarity and sharing In addition, the Bioderma endowment fund event established in 2011, 1s sponsored by fondation de France with the mission of supporting the development of dermatology worldwide And now, Bioderma is continuing its research path to thicken the company's list of achievements from its earliest days

(Source: https://blog-mypham.blogspot.com/2017/1 2/Mich-su-thuong-hieu-bioderma.html)

SWOT

Many items are easily counterfeited Competitors sell into products and services

Source:

https://san-pham-247.webflow.io/blog/tim-hieu-ve-thuong-hieu-bioderma

https://diendantocdep.net/cac-loai-my-pham-duoc-ua-chuong/

https://phongreviews.com/bioderma/

INDUSTRY

BIODERMA is a famous cosmeceutical brand from France in the field of health care Since its introduction into the Vietnamese market, this brand has created good resonances and 1s popular with a large number of Vietnamese women The product is suitable for all skin types and skin problems

1.BIODERMA Cosmeceuticals Market

-BIODERMA HYDRABIO SERUM: new products

-Product code: 0201028002

2.Overview

+ Government open to welcome more foreign

cosmetic brands Láo C00)

* Gaining access to distribution and expected entrants

| * Wide availability of cosmetic

products

The number of suppliers is large * Rivals sell similar products / services

There is low differentiation inputs

Substitutes cosmetic products with

- The cosmetics market is growing thanks to the increasingly diverse demand for beauty products, especially in Vietnam with a young population that is the majority and always open

to beauty trends in the world Cosmetic consumption trends in Vietnam 2020 - According to the report analyzing the use of cosmetics in Vietnam in 2020

¢ Lipstick and facial resurfacing (including makeup remover) are the two most used products in the group of makeup and skin care products

*Stores in the mall and stores outside of the brand are the most popular places to shop for cosmetics Besides, e-commerce sites are also gradually becoming an important channel with 73% having ever shopped for cosmetics here

* Spending on cosmetics increased by 10% among those who use cosmetics regularly LINK: https://qandme.net/vi/baibaocao/xu-huong-tieu-dung-my-pham-tai-viet-nam-2020.html -Impact of Covid-19 on beauty care behavior in Vietnam — According to the report analyzing the use of cosmetics in Vietnam in 2021

°59% of Vietnamese women have a daily skincare routine with monthly spending on skin care ranging from 100k - 300k VND

* Nearly 60% of Vietnamese women wear makeup every day with monthly spending on makeup ranging from 100k - 300k VND (36%)

* Nearly 50% of Vietnamese bathe more often than before due to greater emphasis on personal hygiene during the pandemic Meanwhile, only 8% reduced the frequency of bathing due to less going out during the Covid-19 pandemic

*45% of Vietnamese wash therr hair more often than before due to greater emphasis on personal hygiene during the pandemic Meanwhile, only 10% reduced the frequency of washing hair due to less going out during the Covid-19 pandemic

°57% of Vietnamese women wear less makeup due to less going out, as well as seeing fewer people during the Covid-19 pandemic

°46% of Vietnamese women take care of their skin more during the pandemic due to having more free time and maintaining a daily skincare routine 1s extremely important

Link: https://qandme.net/vi/baibaocao/tac-dong-cua-covid- 19-toi-hanh-vi-cham-soc-sac-dep- tai-vietnam.html

As Vietnam's economy grows, the beauty market is also growing rapidly Women have more motivation and economic foundation to invest in beauty more — According to the report analyzing the use of cosmetics in Vietnam 07/2022

°95% of women participated in a skincare survey once and more times a week 62% wear makeup once and more times a week

* Quality, safety, ingredients are the top 3 factors affecting the decision to buy beauty products

*Beauty chain stores and retail stores are the main shopping channels Innisfree, Mac, Olay are the top 3 selected brands, followed by Pond's, Ohui and The FaceShop

°93% of women aged 25-32 use skin care products regularly They buy cosmetics m mainly 3 channels: the brand's store, the health & beauty chain and the e-commerce site While 50% of women aged 33-39 make purchases at retail stores For women aged 40 and over, 49% of them use makeup products and 78% take care of their skin regularly, respectively

Link: https://qandme.net/vi/baibaocao/bao-cao-phan-tich-viec-su-dung-mi-pham-o-vietnam-

2022 html

3.Look at trends

-Average monthly spending on cosmetics of HO CHI MINH CITY HCM is higher than other cities

- The beauty market shows the rapid development rate in the Vietnamese market as the economy is growing

Women invest in beauty more

- Women's beauty needs and habits are increasingly being changed

They invest more in themselves and are willing to pay for an increased product

REFERENCE: Link: https://thuvienmuasam.com/t/bioderma-thuong-hieu-my-pham-noi-tieng- den-tu-phap/1643

COMPETTOR

Criteria Biordema La Roche-Posay Eucerin

Serum BS La Roche- Serum Eucerin

Moisture Booster

Skin types, especially dry skin that needs moisturizing, skin that

aging

Non-irritating, benign and soothing to the skin

components

Does not contain Parabens, artificial colors

Long-chain

restores skin wrinkles from deep

inside the skin Glycerin: Moisturizes, softens and tightens skin

Increases

helping the ski tain th: penetration, instant

Hydration and skin tightening

Thegel hybrid 1s

skin

Price

hydration serum market today

1rrifation or side effects after application Each product has its own outstanding characteristics, according to the income and needs of each person, so consider before buying and using the product

source

1) https://www.eucerin vn/san-pham/hyaluron-filler/moisture-booster retrieved 2022-08-20 2) https://beautymart.com.vn/serum-cap-nuoc-cho-da-nhay-cam-bioderma-hydrabio- moisturising-concentrate accessed on 2022-08-20

3) https://hasaki vn/cam-nang/review-serum-b5-la-roche-posay-gia-tot-phuc-hoi-da-nhanh-

1263 html accessed on 2022-08-20

tao- da- la- roche- -posay- -hyalu- b5-serum-30ml accessed on 2022-08-20

6) https://mint07.com/shop/skin-care-san-pham-duong-da/duong-am-cap-am-da/serum- tinh-chat-duong-da/serum-eucerin-hyaluron-filler-moisture-booster/ accessed on 2022-

08-20

7) https://hasaki.vn/cam-nang/review-serum-b5-la-roche-posay-gia-tot-phuc-hoi-da-nhanh- 1263.html accessed 2022-08-21

8) https://hasaki.vn/san-pham/tinh-chat-cap-am-ngan-ngua-lao-hoa-eucerin-30ml-

86131 html accessed 2022-08-22

9) https://www.pharmart vn/serum/bioderma-hydrabio-serum-40ml-458 html?

gclid=CjwKCAjwmJeYBhAwEiwAXlg0AbLxa_ 06f3EhET7ajQph56FSx-

6ScJKImK 6bjwOBvRk6ZxGeOl7iKhoCbK0QAvD_BwE accessed 2022-08-23

CUSTOMER ANALYSIS

Research Information

age range

According to a survey of 425 respondents, the respondents were female between the ages of 20 and 35 years old

20 —25 : 36%

26% use cosmetics every day, use several times a week 47%, only use | time / week 21%, do not use 6%

26 — 30: 41,8%

42% use cosmetics every day, use several times a week 44%, only use | time / week 14%, do not use 2%

31-35 :22,2%

47% use cosmetics every day, use several times a week 39%, only use once a week 13%, do not use 1%

Frequency of cosmetic use

Daily: 37.98 %

2 - 3 times / week: 44.23 %

1 time/week: 17.49%

Unused : 0.3%

Profession

Student :23.87%

Office staff : 60.98 %

Self-employed :7.83%

housewife : 4.03 %

Other :3.29%

Commonly used cosmetics belong to the company

Bioderma: 28%

The 20-25 age group accounts for 38%, the 26-30 age group accounts for 45%, 31-35 accounts for 17%

Cocoon: 17%

The age of 20-25 accounted for 31%, the age of 26-30 accounted for 49%, 31-35 accounted for 20%

Ecurrin: 20,9%

The age of 20-25 accounted for 33%, the age of 26-30 accounted for 51%, 31-35 accounted for 16%

La roche-posay: 27%

Ages 20-25 account for 42%, ages 26-30 account for 37%, 31-35 account for 21%

Other: 6.1%

The age of 20-25 accounted for 33%, the age of 26-30 accounted for 24%, 31-35 accounted for 43%

Income

less than 5 million : 18.5%

The 20-25 age group accounted for 52%, the 26-30 age group accounted for 29.1%, 31-35 accounted for 18.9%

from 5 to 7 million :23.2%

The 20-25 age group accounted for 44.8%, the 26-30 age group accounted for 40.1%, 31-35 accounted for 15.1%

from 7- 10 million : 29%

The 20-25 age group accounted for 43.9%, the 26-30 age group accounted for 36.6%, 31-35 accounted for 19.5%

over 10 million :29.3%

The 20-25 age group accounted for 15.4%, the 26-30 age group accounted for 52.4%, 31-35 accounted for 32.2%

Spending on cosmetics

less than 300,000 vnd: 34.7%

20-25 years old accounted for 45.9%, 26-30 years old accounted for 47.3%, 31-35 accounted for 6.8%

300.000 — 500.000vnd: 28.4%

The 20-25 age group accounted for 39.6%, the 26-30 age group accounted for 45.5%, 31-35 accounted for 14.9%

500.000 — 700.000: 21,4%

20-25 years old accounted for 29.7%, 26-30 years old accounted for 41.8%, 31-35 accounted

for 28.5%

700.000 — 1.000.000vnd: 15.5%

The 20-25 age group accounted for 15.3%, the 26-30 age group accounted for 26.3%, 31-35 accounted for 58.4%

Thus, the age group from 25-30 1s the most potential customer group of Bioderma because the frequency of product use and the level of spending and use for skin care are at the top According to the survey, the higher the ncome group, the more money they spend on the product

ENVIROMENTAL ANALYSIS

1 Economy

Vietnam is one of the emerging countries and has experienced exceptionally impressive economic growth over the years Especially in the deadly Covid pandemic and the stagnation of the global economy, the picture of an economy is still growing despite the raging Covid-19 epidemic, specifically Vietnam's GDP in 2020 reached 2.7%, GDP in 2021: 7%, the highest in Asia From the economic development, in recent years, the skin care market in Vietnam has also grown significantly, reaching nearly 366.8 million USD, the compound annual growth rate (CARG) in the period of 2020-2023 reached 6% In addition, the economic growth in Vietnam has also led to the rise of the middle class reaching 30 million by 2020 This is a potential market for Bioderma in the following years

(Nguồn: ICAEW’s latest Economic Update Southeast report)