Abstract Nowadays, the issues of environmental pollution are at the alarm level, causing because people through too many non disposed plastic bottles exported from the land environment in the plastic waste marine Therefore, the trend of using eco friendly and environmentally friendly products is developing That is also why we choose Love Beauty and Planet products for real research projects Concentration research traffic to young subsidiary age from 18 22 at learning at universities in Ho Chi Minh.
Trang 1AbstractNowadays, the issues of environmental pollution are at the alarm level, causing because people throughtoo many non-disposed plastic bottles exported from the land environment in the plastic waste marine.Therefore, the trend of using eco-friendly and environmentally friendly products is developing That is
also why we choose Love Beauty and Planet products for real research projects
Concentration research traffic to young subsidiary age from 18-22 at learning at universities in Ho ChiMinh City Study purpose to learn propensities and a feeling of using environmentally friendly items,identify the coverage of the brand Love Beauty and Planet in Vietnam, propagandizing the utilization ofgreen items, supplanting chemical items, diminish plastic bottle utilization and reuse many times.After researching acts and customers 'comments, the results will help we build a strategic strategy for acompany to develop and promote the advertising of this product to nearly better with everyone and
contribution to our environmental protection
Trang 2Table of Contents
Abstract 1
Chapter 1: Introduction 3
1.1 Background of the research 3
1.2 Problem Statement 4
1.3 Marketing research objectives 4
1.4 Research methodologies 4
1.4.1 Exploratory Research 4
1.4.2 Descriptive Research 5
1.4.3 Causal Research 5
1.5 Scope and limitation 6
Chapter 2: Findings and Discussion 7
2.1 Overview of the chosen company 7
2.2 Target groups 9
2.2.1 Sampling tactics 9
2.2.2 Target group 9
2.3 Data collection 10
2.4 Data analysis 10
2.4.1 Overview survey 10
2.4.2 Important factors when choosing products 11
2.4.3 Customer awareness of the brand Love Beauty and Planet 13
2.4.4 Customer awareness of Love Beauty and Planet advertising campaigns 16
2.5 Problems and solutions 19
2.5.1 Problems 19
2.5.2 Solutions 20
Chapter 3: Recommendations and Conclusion 22
3.1 Recommendations 22
3.2 Conclusion 23
References 24
Trang 3List of Figures:
Figure 2.1 Love Beauty and Planet's website 8
Figure 2.2 Love Beauty and Planet's shampoo products 9
Figure 2.3 Love Beauty and Planet product trying corner 10
List of Charts: Chart 2.1 The brand of shampoo / shower gel / conditioner that customers have used 12
Chart 2.2 Average spending level 13
Chart 2.3 Media 14
Chart 2.4 Brand Awareness Time 15
Chart 2.5 Factors that Influence Purchasing Decisions 16
Chart 2.6 Buy LB & Planet products because they’re made from recycled plastic 17
Chart 2.7 Advertising program to impress customers 17
Chart 2.8 Develop products marketing according to customers' opinions 18
Chart 2.9 Would you be willing to recommend Love Beauty & Planet to others? 19
Chart 2.10 Would you like to try Love Beauty & Planet Products? 20
Trang 4Chapter 1: Introduction
1.1 Background of the research
Love Beauty and Planet is known as a private brand belonging to the subsidiary of Unilever Group - one
of the leading multinational corporations in the world with famous product lines such as P / S, Clear,Lifebuoy, Sunsilk, VIM, Lipton, Sunlight, VISO, Rexona This is the transformation of Unilever with
"natural" product line including conditioners, shampoos and shower gel, the product was launched in theAmerica in the middle of the month 12-2017 The United States is the first market that this product linereaches to users but will officially be available in Vietnam market in 2019 The effort to launch anddevelop this brand is to meet market demand and also to other areas with higher market share growth.Moreover, Love Beauty and Planet is also targeted at young customers, ranging in age from 18 to 35 Thisbrand has great strengths that are:
o Using “quick-clean discharge technology” has positive environmental benefits because userswill need less water to flush out the product
o This product line does not contain parabens - preservatives that are widely used in cosmeticsthat people looking for products of natural origin do not want to see in the ingredients
o The bottles of all products are made from 100% recycled plastic and can be 100% recycled
o Self-tax for emissions exceeding targets Love Beauty & Planet does not hide, but on the otherhand, the company has given itself a solution to be able to completely eliminate carbon
“footprint” which is to measure CO2 emissions in each production step and self-defeating forexcess emissions This amount will be donated by the company to support programs to reducesoil and carbon emissions in general
Love Beauty and Planet is famous for its natural ingredients and scents Products with pure plant materialsare selected from many countries around the world such as Australia, Bulgaria, The scent of the product
is extracted naturally from vegetable oils, natural smells bring good nutrients to the skin, but also aweakness because of concentration, the company is currently trying to overcome to become better in thefuture The trend of environmental protection is growing strongly in developing countries, Vietnamesecustomers are also changing, this is the advantage, the company has promoted branding in Vietnam, LoveBeauty and Planet has pledged to make everyone and the earth cleaner, more beautiful, in early August
2019 this cosmetic brand collaborated with the National Volunteer Center and the Central Youth Union,medium started the journey of scavenging along three large beaches in Vung Tau, Hai Phong and QuangBinh provinces The brand's representative said that this year, with the slogan: "Radiant with nature,releasing the heart for the big sea" the company is gradually bringing the message of environmentalprotection, beautiful and green nature
Therefore, thanks to the clean ocean editions, the love beauty and planet has been able to obtain recycledmaterials from these plastic waste to create a product line with packaging made from 100% recycled
Trang 5plastic and pushed the company to promote products so that they know about it and have a habit of reusingplastic bottles.
Therefore, the survey of awareness about this product is also a little difficult because of the novelty of thisbrand, but thanks to the unique nature of the product that brings a great plus point for brand recognition.1.3 Marketing research objectives
The objective of the investigation is to determine the level of product acknowledgment and affirmation ofthe Love Beauty and Planet brand in Vietnam
Measure the level of customer interest in its marketing campaign efforts Also, determine the popularity ofsale programs that customers prefer
Have an overview of the #zerowithplastic development utilizing "green friendly" products, ensuringprotecting the environment to replace chemicals Does it truly change customers' perspectives?
Collect customer's opinions when utilizing products of Love Beauty and Planet To capture do demandand improve the product better and better
Thereby deciding the cost of the product to be able to devise reasonable promoting strategies for products
to be generally evolved to customers
1.4 Research methodologies
1.4.1 Exploratory Research
Love Beauty and Planet is a gleaming very new product in the Vietnam market A central question israised and the little issues related to the brand are: do items from nature bring buyers fulfillment andecological contamination from products that produce Plastic waste get customer change behavior buyerproducts?
o The hypothesis offered is that when product lines are coordinated to securing the earth'senvironment, the position of the company that begins product from nature and reuse plasticbottles will bring customers new environmentally-friendly choices Vietnam's customersaware of changing habits?
o The promoting campaign of the brand originates from a great sense of environmentalprotection, whether consumers are pulled in?
Trang 6Utilizing way observation and examination online Covers questions about the brand, promotion, products, their mentalities when they read and interest Furthermore, thanks to online research, it is easy to see thepercentage of customers who are keen on the natural products of Love Beauty and Planet and the scentsthat draw in buyers.
Yet, the conclusions of the exploratory study do not lead to a specific result, the sample is small so it isstill some degree one-sided Therefore, the research creates more receptiveness and leads further into theproblem, so the research development improve is suitable for the first phase of the survey
1.4.2 Descriptive Research
Using this method assists to describe in detail the needs and inclinations of costumers in the Vietnamesemarket Concentrate on the focal of the nature of the problem, avoiding causing an off-base way Get anaccurate perspective on the research object and the viability effectiveness of advertising campaigns
Through the observation method joined with the survey method will create quantitative data - qualitativedata and more help accurate information Help customers with understanding the research question Canidentify/recognize customers with characteristics, behaviors, and needs like
Measure the level of brand awareness Love Love and Planet, help strategy sales have got following theorbit trend of the Vietnamese market, comparing whether it can compete with Unilever's sibling brandsand brands of other significant competitors
Descriptive research is the focal point of this survey, this is a significant method of researching because ithelps to assist diverse information, to see the genuine nature of the psychology and behavior of customersabout whether the awareness is really broad or whether you know/recollect the brand's campaigns
1.4.3 Causal Research
When the customer review survey questions follow a roadmap, it will give the outcomes for the overview.Causal research helps to draw determinations, build, and reproduce the activity process of a brand'sadvertising Assist businesses to have the right view of the market they are partaking in and transform it to
be better and progressively complete
Causal research creates an impact relationship between causes and forecasts of the developing market thecorrect way or not
Through research, it will help take care of the issues of luring customers, absorbing customer opinions,advancing - promoting products better, creating products according to many needs of customers,
Although causality research isn't the primary research content of the survey, this research methodadditionally bolsters the unmistakable bolsters surveys with the goal other and leads to an increasinglycomplete outcome
1.5 Scope and limitation
The research was confined to only three university schools in Vietnam: HUFLIT University, RMITUniversity, HONG BANG University
Trang 7Focusing research on the survey is female students aged 18-22.
Since this is a little scope survey, the sampling determination is random/inspired, without high precision
of the information, favoritism heart/brain, and so forth The survey time is constrained, so the samplingdetermination at the survey review still faces everything limitations, and the number of customers makingthe survey isn't excessively big The research and survey overview is just personal knowledge insidebooks, study, network information, slides, lead to the way of randomly chose, so conclusions andproposals are just individual opinions suppositions or information from the survey customers
Trang 8Chapter 2: Findings and Discussion
2.1 Overview of the chosen company
As presented briefly about the background of Love Beauty and Planet, this brand belongs to a largecorporation called Unilever, imported by many countries around the world, favored and distributed incountries like Philippines, Singapore, Indonesia, Australia, this product is manufactured in 1 SoutheastAsian country, Thailand, which was first introduced in the US in 2017 and presented in Vietnam in 2019.The official website for this brand is https://www.lovebeautyandplanet.com/
Figure 2.1 Love Beauty and Planet's website
In addition, you can buy products through Shopee, Lazada, Hasaki, Tiki, iHerb at affordable prices andconvenient shopping
The product lines that Love Beaty and Planet currently have:
o Shampoo and conditioner collection includes 5 products:
+ Coconut Water & Mimosa Flower shampoo for volume and bouncy hair
+ Argan Oil & Lavender shampoo for hair smooth and serene
+ Tea Tree Oil & Vetiver for radical refresher hair
+ Coconut Oil & Ylang Ylang shampoo for hair and hope and repair
+ Murumuru Butter & Rose shampoo for blooming color hair
o Shower gel collection includes 4 products:
+ Coconut Oil & Ylang Ylang for Tropical Refresh
+ Tea Tree Oil & Vetiver for Pure And Positive
+ Coconut Water & Mimosa Flower for Petal Soft
+ Murumuru Butter & Rose for Majestic Glow
Trang 9Figure 2.2 Love Beauty and Planet's shampoo products
o Body lotion collection includes 3 products:
+ Argan Oil & Lavender for Soothe And Serene+ Murumuru Butter & Rose for Delicious Glow+ Coconut Water & Mimosa Flower for Luscious HydrationBesides, this brand also sets 6 goals towards a better future for the world The plans in the next 2 yearswill be implemented in the order listed below:
o Raw materials must be guaranteed to provide responsibly: sustainable harvesting
o Waste reduction: 100% recycled materials
o Water-saving: fast rinse technology
o Minimize carbon
o For courageous & humanistic beauty: there will be at least 3 new product enhancements toimprove the beauty of your hair and skin by 2020
Trang 102.2 Target groups
2.2.1 Sampling tactics
For this sampling tactics, we will conduct surveys to randomly sample female customers who are students
of 3 universities: HUFLIT, Hong Bang, and RMIT Provided that all customers have experienced LoveBeauty and Planet products at least one product such as shampoo, shower gel, body lotion, or otherproduct lines of the brand to be able to give the most accurate survey results about the product experience
Or random sampling to observe the number of female customers who know about this brand, thosecustomers who know the brand will be surveyed, selected the results, and received comments from them,through which will also evaluate a lot of people are interested in and know about Love Beauty and Planet
2.2.2 Target group
Love Beauty and Planet, the name says it all, identifies the target group of products that target a productthat both beautifies and protects the environment So divide into 2 target groups:
Firstly, the young female audience is from 18-35 years old
Secondly, female love products that contain natural ingredients and interest in protecting the livingenvironment and planet beauty
Therefore, we choose the focus group of Love Beauty and Planet is around female university studentsfrom 18 to 22 years of age
Trang 11The survey time frame is from June 1, 2020, to June 7, 2020 Subjects were allocated in the way a quotasampling, based on judgment need to control students' elements and convenience sampling attempts, butthese random subjects had to used Unilever Group products.
Student composition:
1 HUFLIT University: 85 students
2 HONG BANG University: 44 students
3 RMIT University: 31 students
Total: 160 students
2.4 Data analysis
2.4.1 Overview survey
Through the survey and statistical factual data The vast majority will buy the product at the supermarket
is highest, followed by e-commerce sites and finally convenience stores - grocery stores Additionallyaccessible go to the guardian, beauty care products store, pharmacy drugstore, or order from abroad.The choice decision shows that almost every female student has shaped the propensity of purchasing haircare products at the supermarket This is the place they can offer a wide determination of designs, brands,scents, with various costs, customers will have the option to hold and effectively pick their own decision.Likewise, the choice of e-commerce sites is also very high, customers gradually propensities change theirhabits, like to surf to shop and get merchandise at home, instead of going to shops, supermarkets or otherstores to wait for payment Buying shampoo/shower gel/conditioner at convenience stores or grocerystores is not excessively high, making it clear that customers' habits and psyches are changing more andmore and they love being to delivery at home than buying experiencing the extreme sun
The greater part of female customers buys hair care products at supermarkets because this is a propensityshaped in the family and hard to change They prefer to hang around many stalls rather than just seeing afew products at a convenience store or grocery store Customers can likewise effectively purchaseproducts with more incentive programs when shopping on e-commerce sites
Consequently, Love Beauty and Planet items ought to and ought to show up on the racks of numerousstalls at stores and more promotion programs in e-commerce destinations sites
A large portion of female customers knows about Unilever's product offerings Dove and love Beauty andPlanet are two brands that are notable and utilized by customers As can be seen, Love Beauty and Planet
is doing very well in pulling in clients to utilize its products Sunsilk won 80/160 votes while Love Beautyand Planet took 87/160 votes The company is growing very well on its image picture, helping customersknow to brand, however, it isn't excessively high, it is just determined approximation There is still a need
to grow stronger to attract more groups of customers and to make products appear in convenience stores orgrocery stores, to spread brand awareness, towards numerous zones in the nation
Trang 120 10 20 30 40 50 60 70 80 90 100
The brand of shampoo/shower gel/conditioner that customers have used
Chart 2.1 The brand of shampoo / shower gel / conditioner
that customers have used2.4.2 Important factors when choosing products
When surveyed, all customers feel that cost is a significant factor while picking a brand ofshampoo/commune oil/shower gel This is the group that holds a significant level of importance in making
a decision to buy a product of customers Price is consistently the center of each product, big or smalldevelopment and improvement depends on every the price of that product The price must target the rightcustomer group, specifically build up an effective promoting methodology about price
22.5% of customers just burn through money 100,000 and below, this is a group of customers who are notvery significant about beautiful designs, too large brands, but affordable with pocket money, canpurchase anyplace and they feel that utilizing well is sufficient for their needs is very good
45.6% of customers feel that spending somewhere in the range of 100,000 and 200,000 is sensible whenpurchasing hair and body care products This is the price accounting for the most percentage And it can
be seen that the requirements of customers are quite average/normal
25.6% is a spending level of 200,000 - 300,000, this is a gathering of mid-run clients who like to utilizeproducts effectively yet at the same time consistently have a sensible cost And the group of customerswith spending of 300,000 or more accounted for just 6.3%, a figure not all that amazing Since the vastmajority of the studied age is female students, they don't buy the top high-end of the line products