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STRATEGIC MARKETING PROPOSAL PLAN FOR A COSMETICS COMPANY Case: BB Cream of Maybelline New York Vietnam LAHTI UNIVERSITY OF APPLIED SCIENCES Degree programme in International Business Bachelor Thesis 2015 Nguyen, Thi Xuan Quynh Lahti University of Applied Sciences Degree Programme in International Business NGUYEN, THI XUAN QUYNH: Strategic Marketing Plan for a Cosmetics Company Case: BB Cream of Maybelline New York Vietnam Bachelor’s Thesis in International Business, 88 pages, 12 pages of appendices Spring 2015 ABSTRACT Background.. Key words: cosmetics, product marketing, strategic marketing, consumer insights CONTENT 1 2 3 4 INTRODUCTION 1 1.1 Background 1 1.2 Thesis objectives and research questions 2 1.3 Research methodology 2 1.4 Scope and limitations 5 1.5 Thesis structure 6 STRATEGIC MARKETING PLAN 8 2.1 Situation Analysis (3Cs) 9 2.1.1 Company 10 2.1.2 Consumers 10 2.1.3 Competitors 12 2.1.4 SWOT Analysis 17 2.2 Consumer-Driven Marketing Strategy 18 2.2.1 Segmenting 19 2.2.2 Targeting 21 2.2.3 Positioning 25 2.3 Marketing Mix (4C’s) 30 2.3.1 Consumer value 30 2.3.2 Consumer costs 31 2.3.3 Convenience 31 2.3.4 Communication 32 MARKETING RESEARCH 33 3.1 Defining the problem and research objective 33 3.2 Develop research plan 35 3.3 Data acquisition 39 3.4 Data analysis 41 CASE STUDY: BB CREAM MAYBELLINE NEW YORK VIETNAM 42 5 CONCLUSION AND RECOMMENDATIONS 43 6 SUMMARY 44 REFERENCES 45 APPENDICES 50 LIST OF FIGURES FIGURE 1.. PERCEPTION Beauty Ideal skin General perception - What do you think about beauty What could you do to make your beauty up How important make up is for your beauty - What is your definition of “make up” Roles of make up - What is your ideal skin Skin tone that you like What is a beautiful make-up skin - Your general perception toward cosmetics Like or dislike Why USAGE Trigger Barrier Usage frequency - How many types of make-up products do/did you used to use What is your first cosmetics product (cleanser, moisturizer, etc.) Why do you
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