Brand positioning in LC vina cosmetics LTD

Using data from in-depth interviews with marketing manager and target customers, besides reports of Kanta Worldpanel about some Key Performance Indicators KPI of Essance over 2015, the r

International School of Business

-oOo -

MASTER OF BUSINESS ADMINISTRATION

BRAND POSITIONING IN LG VINA COSMETICS LTD

NGUYEN THI THANH TRUC

Ho Chi Minh City – 2016

ABSTRACT 1

CHAPTER 1 PROBLEM IDENTIFICATION 2

1.1 Company background 2

1.2 Problem Symptoms 3

1.3 The definition & importance of the problem 8

1.4 Justify the existence of the problem 9

1.5 Potential causes of the problem and the justification 10

Company strategy & Limited budget 19

Ineffective activities planning 19

Lack of qualified brand in charge person 21

Wide target image 22

Conclusion chapter 1 23

Cause and Effect Map 19

CHAPTER 2 ALTERNATIVE SOLUTIONS 20

2.1 Alternative solutions 20

Re-define the target image of Essance and measure the effectiveness of MKT activities 20

Hiring new Brand Manager 23

2.2 Solution evaluation 27

Conclusion chapter 2 29

CHAPTER 3 ACTION PLAN 29

Conclusion chapter 3 30

APPENDIX A 31

APPENDIX B 35

REFERENCES 42

LIST OF IMAGES

Image 1.1: Essance turnover over 2013-2015 4

Image 1.2: Number of buyers Essance compared to other rivals in 2015 5

Image 1.3: Share of Essance decreased over 2015 5

Image 1.4: Essance penetration compared to Maybeline’s 6

Image 1.5: Essance customers’ age compared to its competitor, Maybeline 7

Image 1.6: Value growth of Mainstream segment over 2015 10

Image 1.7: Value contribution channels in Mainstream 2016 16

Image 2.1: Nine functional areas of a brand manager 24

LIST OF TABLES Table 1.1: Branding activities of Essance vs its competitor, Maybeline 14

Table 1.2: Pricing comparison Celebrity 20

Table 2.1: Estimated cost for measuring MKT activities 22

Table 2.2: Estimated cost for hiring Brand manager 26

Table 2.3: Solution evaluation 28

Table 3.1: Action plan 29

ABSTRACT

This research is to find out what problems are affecting Essance’s low performance in brand health & sales results in LG Vina Cosmetics Ltd., Company Using data from in-depth interviews with marketing manager and target customers, besides reports of Kanta Worldpanel about some Key Performance Indicators (KPI) of Essance over 2015, the research found out that the ineffective execution of Essance positioning strategy is the central business problem which leads to the low brand performance, indicating through low indicators of brand health check and low sales performance as well Next, in deeper analyze of the potential causes of the problem,

the researcher found that the Company strategy & Limited budget, Ineffective activities

planning, Lack of qualified brand in charge person and the Wide target image are root causes leading to the wrong execution of positioning strategies of Essance Forwards, the paper

suggested solutions relating to Re-defining brand image target and measuring the effectiveness

of Marketing activities besides hiring new brand manager to improve the execution of brand positioning strategies in LG Vina Finally, the action plan with detailed steps was presented to implement this strategy

CHAPTER 1 PROBLEM IDENTIFICATION

1.1 Company background

The Vietnamese full name: Công ty TNHH Mỹ phẩm LG VINA

The English name: LG VINA Cosmetics Ltd

Address: 138-142 Hai Ba Trung Street, District 1, HCM city

Website: http://www.lgcare.com.vn/

Staff: Over 500 employees

LG VINA Cosmetics Ltd is a combination of LG Household & Health Care Korea and Vietnam Vegetable Oils Industry Corporation (Vocarimex) LG VINA does business in two main areas: Household goods (hair care, body care, oral care) with brands as Double Rich,

Bamboo & Cosmetics (Makeup, Skin Care, Functional food) with The history of Whoo, O HUI, Beyond, VOV, Essance, E'Z up, Lacvert…

The process of formation and development of LG VINA:

- 1996 - 1997: Explore the Vietnamese cosmetics market as well as the needs of women in

Vietnam

- 22/10/1997: LG Household & Health Care Korea and Vocarimex signed the agreement

establishing LG VINA

- 3/2000: Become the first cosmetics company has a factory producing products in VN

- 7/2008: Continue to develop and expand the business areas by building factories toothbrush

- 9/2001: Achieved ISO 9001 certification for quality products

- 11/2002: Achieved ISO 14001 certification for quality environmental management

- 6/2009: Whoo Spa, which is the most luxury spa in Korea, firstly came to Viet Nam

Cosmetic division is divided into 3 segments: Super premium (Whoo, OHUI), Premium (Beyond, VOV) and Mainstream (Essance, E’Z up, Lacvert) which are both taken care by

Marketing manager The focus of this paper is on the Essance brand of Mainstream segment, which are in charge of four persons: 1 general Marketing manager cum the position of Brand manager, 1 trade category manager, 1 assistant trade category manager and 1 brand executive

To have more information about this segment, Mainstream is contributing around 30% to the total turnover of Cosmetics division of LG Vina and Essance is holding 80% of Mainstream segment It can be said that Essance is the core brand of Mainstream segment In term of

competitive market, Maybeline is their most potential competitor as they target the same segment and have a similar business kind with Essance (major focus on Make-up) Other rivals are ZA, Hada Labo, POND’S….who both contribute to a competitive picture of mainstream segment

130,000,000 150,000,000 170,000,000 190,000,000

Essance (Unit: 000 vnd)

Target 158,792,327 184,127,193 182,084,600 Actual 160,957,591 137,490,596 131,894,859

Image 1.2: Number of buyers Essance compared to other rivals in 2015

Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

Essance market share, one of the most important indicators of a brand health, is

decreasing by 33.2% from 2 % to 1.3% over 2015 It is also obvious that Essance’s portion is not high in the whole category, compared to its rivals (Maybeline 3.8%, PONDS 8.3%)

Image 1.3: Share of Essance decreased over 2015 Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

-33.2

8.3 -0.5

Besides, Essance experienced a decreasing penetration level over 2015 with a higher lost market percentage and lower new customers and repeaters

Image 1.4: Essance penetration compared to Maybeline’s Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

Essance is losing its ability to recruit new buyers while Maybelline is speeding up Source:

Kantar Worldpanel – Households Panel – Urban Vietnam 4 key cities - Mainstream Essance & Maybelline- 52 w/e

Especially, there is a gap between Essance real customers’ age and targeted ones

According to the brand positioning strategy, Essance’s targeted customers are 18-25 years old whereas the real customers who account for big portion in Essance’s revenue are over 40 years old

28-Dec-14 3-Jan-16

MAYBELLINE penetration % ESSANCE

penetration %

Image 1.5: Essance customers’ age compared to its competitor, Maybeline

Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

Buyers of Essance is more skewed to the older group (40+) while buyers of Maybelline is younger (< 30 yo) Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

Among these four symptoms above, it can be concluded that the issue of positioning in the 4th symptom is the central problem which has connection with the remaining issues Through

a gap between targeted customers’ age and real ones, the problem in Essance positioning is indeed an issue to be solved as the major of Essance customers now (the old ones) come from the existing customers, which is proved by the fact that this brand could not recruit new customers over 2015 (the 3rd symptom) Therefore, in the long term, these existing customers will be

supposed to be aging, and leave Essance since they are no longer suitable with the brand image; whereas Essance cannot recruit new young customers at the present Hence, it will lose share & revenue to their rivals and disappear as a certain result Therefore, in the extent of this thesis, the writer will choose the problem of Essance positioning strategy as the main issue for deeper analyzing

1.3 The definition & importance of the problem

According to Perreault and McCarthy, (1) positioning is how customers think about a brand in a market or how it is perceived in the minds of consumers, relative to competitor

brands William (2) claims that brand positioning is a tool for companies to build a sustainable competitive advantage on product attribute in customers’ perspective Positioning a brand is regarded as a fundamental marketing objective The act of positioning a brand is thought to be a key marketing objective, with the premise that each brand is just suitable with a certain position The characteristics of a good position for the brand are perceived as uniqueness, strength and prevalence Bhat and Reddy (3) state that companies could possibly harm the perceived

positioning of a product when choosing the wrong positioning and decrease sales performance as

a result They also found that creating a brand’s position takes long time and vast investment, especially in advertising Besides, Crawford (4) also argues that brand positioning focuses on perceptions of consumers about a firm’s products or brands Davis et al (8) claim that interaction with customers plays a major role in the actual brand positioning, and the brand image is formed from every interaction between a firm and its customers Therefore, the whole organization has

to become aware of the intended brand positioning strategy and demonstrate it consistently when interacting with customers (8-10)

In term of Essance case, we have already defined the problem lies in the gap between target customers and real customers This issue, a distinction between intended and actual brand positioning, used to be mentioned by Fuchs and Diamantopoulos (5) According to them,

actual brand positioning is which the company intends the brand to be perceived by customers, and actual brand positioning is actually presented to customers through marketing

communication According to that, positioning appear to be controlled by the purpose of

choosing the position that bring the highest benefit for customers, touching the largest or most profitable customer segment, or being well differentiated from competitors Fuchs and

Diamantopoulos (5) also stated that the brand performance will be negatively affected if the intended positioning is well chosen but its execution (i.e the actual positioning) fails to result in

an effective perceived positioning by consumers Thus, positioning effectiveness can be

compromised by choosing the wrong positioning strategy (poor intended positioning) or by poorly executing a sound strategy (poor actual positioning)

1.4 Justify the existence of the problem

The next step is to find out whether the issue comes from the execution of positioning strategy (1) or it was initially wrong when choosing the inappropriate segment of customers (2)

In term of (1), it is evident that the major customers (over 40 years old) who are buying Essance now are not newly recruited by Essance They are all existing customers as the fact that Essance could not recruit new customers (symptom 3_Image 1.4 above) In other words, this old segment cannot make sure to say that it is more beneficial and potential with Essance

On the other hand, the 18-25 segment which has been pursued by Essance early from the start, showed to be a potential one with the growth of many other competitors as well as the average segment (Image 1.6) Specifically, in term of the overview picture of Mainstream

segment, Kanta report 2015 showed that the general segment and other competitors witnessed an increase in value growth over 2015, whereas Essance experienced a decrease of 4% versus 2014

It contributes to the argument that the issue of low performance of Essance is the internal

problem of the brand, which rarely involved with the situation of the market

Image 1.6: Value growth of Mainstream segment over 2015

Essance value decreased against with the increase in the total Mainstream and other

competitors Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

With all established foundation for these target customers, there is not enough evidence

to conclude that the 18-25 segment is inappropriate with Essance Therefore, now the issue would be the concern of wrong execution of positioning strategy, which made target customers perceive Essance in a different way from the brand expectation

1.5 Potential causes of the problem and the justification

The causes of the problem, wrong execution in Essance’s positioning strategy, are taken from in-depth interviews with target customers The project continued to carry out in-depth

Value growth (%) MAT vs YA

interviews with targeted customers (who are from 18-25 years old) about their perception

towards Essance and competitors Since Essance has two categories, make up (80%) and

skincare (20%), the focus of these customers interviews will be on make up only, which would help easier to compare customers’ views about brands The quantity of interviewed customers stops at twenty five when they both have similar thought about Essance A list of their feedback

is categorized into two group causes following: Weak interaction and Wide target image

In term of Weak interaction, the feedback is continuously divided into three different small groups: Above the line (1), Below the line (2) and New Product Development (3) (which are named according to functions in a Marketing department) as:

Weak interaction

Wide target image

Wrong execution in Brand positioning

Inappropriate Celebrity

New Product Development Outdated packaging, unstylish

Above the line Lack of brand activities

Low Facebook interaction

No business in Modern trade

Regarding the first group, Above the line has three main caused collected from

customers’ view as:

Lack of brand activities Customers claim that they did not see Esance around them

much like other cosmetics brand (Maybeline, ZA, POND’S…) They did not see its image & activities when they go out, when they watching TV or even when they go to the supermarkets With that lack of the presence, they find it hard to remember Essance as well as to buy it when they are in need of cosmetics This customer feedback is validated again via the Marketing activities report through last year, 2015 (shared by Mr Ngan) As a matter of fact, Essance is standing behind Maybeline due to the lack of investment on branding activities or channels to approach their target customers Admitting all these matters, Mr Ngan explained that they

cannot compete with Maybeline in those fields as the limited budget assigned from the company strategy They just have lightly maintaining activities on Facebook as Above the line and some small activation at their selling points as Below the line, apart from one big campaign lasting on both channels in two months

Activations Sparse in supermarkets with a small

number of stores are covered

Make noise regularly in supermarkets

- Many big campaign in 2015:

+ Giftsets with special promotion (4 periods/year)

+ Big events with customers in key cities (Thai Nguyen, Can Tho, Nha Trang) in quarter 4/2015

+ In HCM city, run event “Make up show & special shopping” in

entertainment centers as The New District, Vivo City by weekends Facebook Low interaction with customers

(lower than 100,000 like, only 20 – 30 like/post and several comments or no shares)

High interaction (over 600,000 like, around 1000 like/post and hundred comments or shares)

Celebrity Helen Tong who are less famous than

other rivals, she is more famous in business instead of entertainment (many customers dont know her and feedback on fanpage)

Beside, with limited contract (1 year), Essance cannot use her image widely

A range of famous celebrity in entertainment (Dong Nhi, Ngoc Thao, Miu Le, Quynh Anh shyn…) which are suitable with the image “young, modern” of Maybeline

TVC Essance hasn’t run TVC for a long

time regardless the fact that TVC is still the most effective channel to approach major customers

Run TVC on biggest channels (VTV, HTV) on golden hours in launching time of its key item (Silky Two Way Cake)

Visual

merchandising

Cabinet in shops/supermarket, POSM, leaflet ) are old, degraded, using un-updated image of new products

Attractive & modern cabinet, POSM and other branding tools to approach customers

PG A few in supermarket (12/40 stores of

Coopmart, 7/20 stores of Big C have Essance PG)

Many in supermarket (24/43 stores of Coopmart, 15/30 stores of Big C have Maybeline PG)

Table 1.1: Branding activities of Essance vs its competitor, Maybeline

Source: Business Performance Review 2015, Internal report, LG VINA Cosmetics

Inappropriate Celebrity When being asked about Hellen Tong, the face of Essance,

many young customers do not know who she is, they shared that they hardly see her on Media and do not know which brand she is representing until the author told them that Essance Indeed, Helen Tong is a new celebrity who is early famous as a young business women Her image

usually shows off with special fashion style & angular face

Low Facebook interaction Some customers shared that they buy cosmetics mostly by

searching around fan pages of cosmetics brands Maybeline & POND’S fanpage are most

favorite brands as they frequently update new products with many attractive give-away sample programs for customers to try Besides, they also give customers knowledge about make-up & skin care tips through those sites, “which are really useful to me and I don’t need to search for those knowledge on any other sites”, a customer said

On the opposite, when being asked about Essance, customers claimed that they used to stop by Essance fanpage several times, but it seems that they hardly update information on it, every post is posted sparsely Besides, some feedback claims that the fan page seems not to be friendly with them because of the unattractive design and the lack of useful information they need They want a more attractive, young & updated fan page like Maybeline’ & POND’S’ Explaining for this issue, Marketing Manager shared that as they have no extra budget for this channel, they run their fan page on their own, and the new Marketing Executive is handling this

No business in Modern trade

channel

Below the line Unattractive Promotion

Degraded visual merchandising

task When being asked about this fan page, the Marketing executive shared that she had to focus

on other important tasks such as New Product Development or other administrative tasks before the priority of fan page management Besides, she also does not receive the KPI target for this fan page she is managing from the Marketing Manager

Besides, the second group of Below the line has three reasons:

No business in Modern trade channel Almost Essance young target customers shared

that they would go to the supermarkets or specialty stores to buy cosmetics when they are in need However, due to the company strategy, Essance recently cut down their business in

supermarkets and other convenient stores (Modern trade channel), where are supposed to mostly convert Essance image to focus only on traditional channels

Image 1.7: Value contribution channels in Mainstream 2016 Source: Kantar Worldpanel – Households Panel – Urban 4 key cities- 52 w/e

According to Kanta Report (2015), Modern Trade contribution in Mainstream channels is increasing over 2015 and rise up to 29.8% value of young customers shopping (aged 18-25) in

2016, opposite to the decrease of Street shops and Wet markets, two representatives of traditional channels Therefore, the lack of Essance image in this important channel can be one of the key disadvantages in winning young target customers with other competitors

Unattractive Promotion Customers who ever used Essance shared that Essance’s

promotions are lower than other brands (Maybeline, PONDS…) Sometimes they intended to buy Essance at home, but when they come to the store, they buy other brands with attractive promotion offers from them Besides, they also claim that Essance promotion is quite repeatable

& boring For example, buying full size product receive mini size attached is the most applied promotion of Essance and reduplicated over and over months Whereas, Maybeline express they better understand customers in creating and changing attractive promotion gifts With the same purchased amount as Essance, Maybeline customers can receive gifts as beautiful purses, handy mirrors or even scratching card to other big & special gifts Reacting to this feedback, Mr Ngan explained that Essance could not compete with other big competitors (Maybeline, ZA ) in term

of promotion because of their limited budget Instead of, they prefer to use promotions from their products with mini size to reduce the cost of out-sourcing

Degraded visual merchandising Some customers stated that they like the fresh &

updated image of other brands than Essance When they go to supermarkets, they are easily attracted by modern display & outstanding & caring PG of Maybeline & ZA Their PG put on professional uniforms, deliver colorful leaflet & small gifts for customers stop by They

introduce, advise & attract customers by highlight Point Of Sales Material (POSM) Otherwise, Essance seem to be boring with the lack of PG in some stores (PG are just assigned in key

stores_shared by Mr Ngan) and the degraded images and poor POSM When being asked about this issue, the brand executive who is in charge of Essance now, also admitted that they

sometimes cannot change the visual & POSM adapting with the product launching, because of the scope of work and incapability to complete the deadline

Finally, New Product Development comes with problem in Outdated packaging,

intrendy…Almost customer admitted that Essance product packaging is outdated and not trendy, compared to other brands for young users Whereas the price is a bit higher than other brands in

New Product Development Outdated packaging, unstylish

the same segment (Maybeline, ZA), the packaging of Essance seems cheaper and not firm

enough The patterns and colors are corny and less attractive When being asked about this issue,

Mr Ngan argued that these are just a few minority opinions However, asking him about which criteria or guideline Marketing based on to create products’ packaging, he shared they based on the Pink concept color of Essance and Unique Selling Proposition (USP) of the brand, which has its own problem mentioned following

In term of the second big group, the Wide target image When being required to imagine each cosmetic brand as a girl with featured characteristics, customers do not know who is the girl

of Essance Instead of, they are immediately able to link Maybeline to a sexy & modern girl, POND’S with nạve and girly, ZA is a Japanese girl with professional make-up Regarding Essance, they shared that they thought it is a brand for middle-age woman, as their mother & relatives used them previously Validating this problem with Mr Ngan, he shared that Essance is focusing on young target customers, aged from 18-25 with following Unique Selling Proposition (USP) as: Feminine, Fresh, Creative, Modern, Full of energy, Romantic & Trendy, which are too wide to focus on the same young segment whereas other competitors already chose for

themselves a smaller and specific target image Hence, the wide target image partly can be the reason making Essance being blurred among their competitors

After analyzing the result from customer interviews as well as validating it again through in-depth interviews with internal employees (Marketing manager, Marketing team members, Sales manager…), the research found out that there are four main root causes that affect the

Wide target image Wrong execution in

Brand positioning

customers’ perception about Essance and lead to the wrong execution of brand positioning at the end They are:

Company strategy & Limited budget From the customer feedback above, it showed

that the Company strategy & Limited budget is the reason for a number of following problems:

According to LG strategy, Mainstream segment (where Essance is the key brand) is not the focus of business Instead of, they are focus on Super premium & Premium segments This strategy is the result coming from the decision process of LG Vina (Vietnam) and their parent company, LG Corporation (Korea) It is, therefore, quite hard to change the investment budget

for Essance on Marketing activities

Ineffective activities planning Essance is using a Celebrity who is most famous in

business than entertainment which made young target customer hardly realize her and link the brand as well Besides, the cut-down business in Modern trade channel, the outdated packaging which rarely changes since the brand first launched many years ago as well as degraded visuals

Company strategy &

Limited budget

Lack of brand activities

Inappropriate Celebrity

No business in Modern trade channel

Unattractive Promotion

at Points of Sales (POP) both leave a concern that problems happens in the ineffective activities planning of Essance marketers

It is supposed that with the same budget for hiring Helen Tong, Essance can choose another face that is more famous and relevant to target customers, such as Chi Pu, Quynh Anh Shyn…

Celebrity

Quynh Anh Shyn

Chi Pu Kha Ngan Helen Tong

Represent

contract - 1 year

950,000,000 1,250,000,000 850,000,000 900,000,000

Table 1.2: Pricing comparison Celebrity

Source: Outsource information Moreover, with the potential growth and high density of young target customers in Modern trade channel (Image 1.7 above), the decision to stop business here is regarded as a risky choice Finally, the function of Product development which belongs to Marketing Department does not

seem work well The packaging (patterns, colors…) hardly change over years to adapt to the trend of the market, which is truly important in Cosmetic industry, where everything must keep

up the trend On the other hand, the old and unattractive packaging of Essance products may come from the fact that Essance is having a wide range of USP, which made them cannot have a

clear & specific target image to create appropriate packaging based on that

Lack of qualified brand in charge person This issue is proven as the third vital cause

to many issues According to Marketing Department structure in LG Vina, Marketing Manager (Mr Ngan) is in-charged of three segments (Super premium, Premium & Mainstream) and cum the Brand Manager position of Essance, the core brand in Mainstream Besides, he is also the General Manager of the whole LG Vina who takes care of company problems outside the

marketing department Supporting him for brand activities of Essance is one brand executive who just graduated from University With that human resources structure, it creates a concern that the Marketing manager is being overload Indeed, when being asked about the approval process of marketing projects, three of four marketing team members shared that it usually takes

a while for their proposal to be approved by their head, Marketing Manager and this regularly affects the timing of their work; in other words, it usually delays their works and leaves negative results

Besides, in term of brand’s key elements (vision, mission, strategies), there is evidence to say that Essance hardly has those strategies When being asked about those elements, the

Lack of

qualified-brand in charge person

Lack of brand activities

Low Facebook interaction

Marketing Manager could not point out clear vision, mission or objectives of the brand in the year 2016 Moreover, based on sales departments (Mr Phu, Sales Manager), the most vital department cooperating with Marketing in creating sales, these information have never been shared in important meetings of the brand for sales force to co-work in meeting the target

Therefore, it is obvious that Essance need a Brand manager who is supposed to have total responsibility on this brand only He or she will be expected to guide the brand goes with the right direction (6), create more Marketing activities to enhance the interaction with customers, and rationally assign task to MKT Essance team members, to make sure potential tools/channels (ex: Facebook) are taken care well

Wide target image The in-depth interviews with target customers above shows that they

cannot recognize Essance among cosmetics brands on the market (they thought Essance is a brand for the middle-age women, not for their range) Instead of, other competitors (Maybeline,

ZA, POND’S…) are preferred by their own specific USP as Maybeline with sexy & modern, POND’S with nạve & girly, ZA with professional make up The response of Mr Ngan,

Marketing Manager of Essance showed that the problem happens in the wide range of USP in the image to target of Essance It is one of the main causes that made Essance being blurred among their competitors

According to Kutcher (7, p12), USP “is an outstanding feature or benefit that people can associate or identify with one business and this business alone” Similarly, Smith (8) stated that it

is important for a company to providing a product or service that nobody else can offer The USP

Wide target image Outdated packaging

& unstylish

should be as simple and specific as possible and let people to be able to “recognize you right away when they see or hear your USP” (8, p9) He also argued that one of the most harmful marketing mistakes many companies make is to not clearly define, articulate and communicate their USP Likewise, Keller (9) argues that strong, favorable, and unique brand associations that distinguish a brand from other brands in the same frame of reference are crucial for effective brand positioning Besides, Bhat and Reddy (3) states that companies have the wrong positioning when selecting positioning dimensions which are not perceived as being relevant and important

by consumers and/or do not sufficiently differentiate the brand from rivals’ brands In the end, Lupberger (10) thought that the purpose of a good USP is to differentiate its company from a competitor

Conclusion chapter 1

Based on results from in-depth interviews with Marketing manager, target customers and some internal employees, it is concluded that Essance is having problem in executing its

positioning strategy, which is the result of Company strategy & Limited budget, Ineffective

activities planning, Lack of qualified brand in charge person and the Wide target image