(TIỂU LUẬN) GROUP ASSIGNMENT la rose slim

Improve postpartum body sagging, reduce excess belly fat due to sitting a lot, being sedentary.. The age 25 to 40Issues of concern: At this age, women who are unmarried 25-27 will focus

GROUP ASSIGNMENT Members:- Le Tan Anh

B SEGMENTATION I Customer behavior

1 Customer profile

1.1 Demographic

1.1.1 The age 25 to 40

Sex: woman (married or unmarried)

Habitat: urban areas as Hanoi, Ho Chi Minh city, Hai Phong city,

Income: stable income from 8 to 10 million /

month Demand:

In need of beautifying and improving physique

Improve postpartum body sagging, reduce excess belly fat due to sitting a lot, being sedentary

Career: gymer, people doing office work,

1.1.2 The age 35 to 55

Sex: woman (married)

Habitat: urban areas as Hanoi, Ho Chi Minh city, Hai Phong City,

Income: stable income from 10-20 million /

People with spinal problems

1.2 Psychology

1.2.1 The age 25 to 40

Issues of concern: At this age, women who are unmarried (25-27) will focus

a lot on themselves, they always want to be the most beautiful and perfect If theyare married, especially after giving birth, they will want to be able to get back inshape

Lifestyle: they are young women, always updated with the most modern andfashionable trends (especially from 25-27), they have the need to beautify andenjoy a healthy life like going to a spa, body care, exercise with the desire to have

a perfect body to easily put on the best outfits

Questions to be answered: it's easy to see that women always love whatmakes themselves beautiful like clothes and jewelry when they realize that theirweight is over, their fat is more, they cannot fulfill their fashion desires, they areprone to self-esteem, are sensitive, are bored and think => They want attention,want to stand out to find a suitable mate and keep fire in their marriage

Thinking: being aware of the importance of beauty, wanting to show off andassert your own values

Thought: have new ideas and catch up with global trends, are not toorestrictive and hesitant with modern technical products, want to be beautiful, showand show the best of have a need for sex and a more comfortable sexualorientation

Personality: The 25-27 year olds tend to be wanting to show their best,wanting to be a flower in full bloom, so they'll spend more time on themselves.The ages of 30-40 are mostly married, at this time they want to have a healthy andbeautiful physique to keep their home fire

Habits: Due to their many exposure to technology, they have the ability tolearn quickly and also easily change their decisions They want to experience manydifferent products And among them women choose what quickly as weight losspills to achieve the fastest effect

(Source: https://support.google.com/analytics/answer/2819950?hl=vi )

1.2.2 The age 35 to 55

Issues of concern: at this age, women often pay the most attention to family,health, and work Due to their large fertility and age, they began to experienceproblems with spinal dew Therefore, they are gradually tending to care moreabout their health

Lifestyle: They are more inclined to live a healthy life, paying moreattention to eating menus, yoga exercises with the desire to improve the health ofthemselves and their family They don't have too much of a learning andexperience need to use young adult devices and products

Questions to be answered: feel your own age, see the decline in yourphysical and mental health Makes them more worried, thinking, and insecure =>they want to get attention, care, care and learn more about connections withchildren, acquaintances and family.

Thinking: being aware of their own age and health, they want to find good products to improve their health

Thought: worry about family more, find products that support and improve their health more, to them the most important health problem

Personality: often promoting independence, being a woman of their familytakes a lot of responsibility, making them stronger and more assertive Personalitybecomes more difficult, understanding things more thoroughly, and it is difficult totrust technology gadgets with catchy introductions

Habits: They change less with trends and are often more loyal than othergenerations At this age, they tend to save consumption, spend some businessincome, invest in their children, and save money to enjoy life in the future Hencethey are very fond of gift and discount programs Facebook is the favorite socialplatform for women aged 35-55, followed by Zalo, they are often attracted toattractive, entertaining content

(Source: https://crmviet.vn/tam-ly-khach-hang-theo-do-tuoi/)

1.3 Purchase behavior

1.3.1 Priorities when choosing product

Priority is given to products with simple, compact, easy-to-use designs with diverse sizes suitable to meet many customers' needs

The material is thin, light, airy, absorbs sweat well and does not causediscomfort and secrets during product use The product is also free of substancesthat cause allergies or skin irritation

Products with commitment from the brand, manufactured from a reputable business, are trusted by many people

1.3.2 Barriers when choosing products

Stemming from concerns about side effects of the waistband, for example : incorrect belt size causes compression of the spine, affecting internal organs.Cheap material causes friction, allergy, redness of the abdomen, ineffective Affected by other products such as weight loss pills, belly fat melt creams,massage belts,

1.3.3 Criteria for decision making:

Reputable products, standard, warranty, effective as desired by

customers Affordable price, suitable for the customer segment

The enterprise has a diversified and wide distribution channel that is easy to reach customers.

(Source:dung-nu-trung-nien-thu-nhap-cao)

https://www.slideshare.net/shinnosukemo/hanh-vi-va-loi-song-nguoi-tieu-2 Buyer decision process

Buyer decision

Detail process

There are many pressures for today’s women such aswork stress, child and marriage issues Therefore, theyProblem recognition have more concerns about the signs of declining health

They want to improve not only their own gracefulphysique but also the stability of their health

Before buying, they always use the Internet to findproduct information or ask someone for review

They are willing to pay higher prices for quality andInformation search reputable products

Because being financially independent, they shop based

on emotions and evaluate the quality of goodsaccording to subjective feelings

When women decide to buy a product or use a service,they often think of a few brands first They tend to buyEvaluation of products from brands that have bought and experiencedalternatives before They often shop through reputable shopping

malls and stores because they are financiallyindependent and they prefer quality products

After searching information and evaluating alternatives,they will make a decision on buying the product

Purchase Decision During this stage, they are susceptible to reference

groups such as friends, public opinion, or sometimesdue to their psychological sensitivity

Customers trust brands that they have bought andPost purchase experienced before because they are careful about the

quality of products Customers are satisfied with qualityevaluation

and effective products that meet their fitness and health

needs Besides, high-end brands with good reputation are also highly appreciated.

3 Insight behavior

3.1.The age 25 to 40

Truth: This is the most beautiful age of a woman At this age the woman

has a seductive beauty And that is why they really want to show all those beauties

to attract everyone, especially the opposite sex For married women, after givingbirth, this is also the age when it is easy to return to the original shape

Motivation: A woman will elevate her position and image in the eyes of

people, especially men And married women, they will quickly get in shape,become more beautiful, slim and more impressive in the eyes of their partner

Tension: At this age, most people focus on their careers and women are no

exception They are busy with a lot of work and need to find a quick, convenient,and effective solution to improve their physique and beauty

 Insight: “At the age 25 -40, women are the most beautiful and the sexiest.

But I still want to become even more beautiful, more attractive in the eyes of men,

my life partners I want the curves of my body to be a “secret weapon” to makemyself more attractive in the eyes of others In addition, the childbirth experiencecan make my physique no longer the same So I want to find a convenient, quick,effective product to narrow the waistline, quickly regain each beautiful line on thebody ”

3.2 The age 35 to 55

Truth: In the middle age, the woman has many health problems, especially

bone and joint problems They will gradually feel the signs of old age So they pay

a lot of attention to their own health at this age However, body shape and beautyare also a factor that a woman cannot ignore

Motivation: Reduces the effects of age on personal health, slows down the

aging process of the body, improves somewhat deteriorated physique

Tension: Most women at this age focus on family, child care, housework

so the time for themselves is also very limited They need to find a convenient,time consuming solution that can be worked on at the same time with otherrelaxation options

 Insight: “I have only one wish at this age that can slow down the aging

process of the body, reduce the signs of old age, especially bone and jointproblems help me improve my physique a little However, it doesn't take up toomuch of my relaxing time, I'm too tired after a long day ”

II Market research

1 Introduction to the shaping lingerie market

The daytime lingerie trend and nightwear-inspired looks are still going strongand remain the fashion essentials of the season

Corsets have long been in the lingerie department since their heyday in the18th and 19th centuries, when women had to endure some serious pain and a lack

of oxygen in order to match the unrealistic beauty standards of their time and fake

an unattainable narrow waist (Source: TREND REPORT - CORSET BELTS,

eve.com.mt)

But this now seems to be a thing again, and not a staple solely reserved for thegoth and rock community, or indeed Vivienne Westwood The statement-makingaccessory has been given a serious upgrade and a completely different aesthetic.It’s also more comfortable!

Shaping underwear helps people to hide the excess fat on the body so thatwomen can have a neat body quickly There are many types of shaping underwearsuch as belts/genes, waist-shaped underwear, breast -shaped underwear, corset, …

On the market, a belly belt is listed for hundreds of thousands to more than amillion dong a piece depending on the store As a nascent market, the corsetindustry just has a few prominent names like Latex, Sline, …

2 Market background

In the market, the number of products and brands for middle-aged customers tomeet the health needs is quite scarce and not diversified Most of them arefunctional foods and nutritional products

Besides, bodybuilding products for women have a variety of types and designs.However, those products have not been focused on investment

3 About Emwear

Emwear was born in the context of the

market where there are very few businesses

that produce lingerie and sleepwear for

women The brand is mainly aimed at

mid-range customers aged 20-35 years old and

earning more than 8 million Starting with

a small capital of 40 million, after 3

months of operation, its revenue was only

60 million, but Emwear has gradually confirmed its position in the sleepwearmarket After successfully calling for a capital of 2 billion VND through SharkTank program, Emwear now has a growth rate of 300% a year and the brand'sscope of operation is also expanding with a total of 3 doors products in HCMC and

Hanoi The number of returning old customers is also stable from 25-35% per month.

(Source:

-https://doanhnghiep.quocgiakhoinghiep.vn/doanhnghiep/emwwear/

- hieu-do-ngu-emwear-goi->thanh-cong-2-ty-tu-shark-tank-viet-nam-

- Returning customers stably from 25- - Budget capital is still weak

30% per month - Not boldly expanding into other

- Focus on good marketing research: potential market segments

continuously update customer trends,

needs and wants

- This is a market with great potential - Competition: The awareness of thebecause there are not many businesses value of health leads to an increase inexploiting the consumption of health products /

- According to statistics, the population foods, which means an increase in

in this age group will increase sharply competition among businesses and

brands In addition, because this is auntil 2030 This shows that the number

market with great potential, most

of potential customers will increase in

businesses when participating arethe future

looking for ways to exploit, so the

- The older you get, the more conscious competition between brands becomespeople of this age are about health even more fierce

problems and have more time to take

- Many businesses participate in thecare of themselves than before

market, leading to diversified quantityEspecially women Women at this age

of goods and products, but also manyoften experience many health problems

such as aging, insomnia, increased inadequacies in quality Consumers

will face problems related to productweight due to inadequate diet and lack

quality such as poor quality products,

of time to exercise Therefore, focusing

on research and development of

healthy products for the middle-aged

right now will create great advantages

for businesses in the future

counterfeit products, and counterfeit products Consumers are easy to deceive and buy poor quality goods

by mistake

4 Competitors

4.1.Type of product for the age 25 to

40 4.1.1 Direct competitors

-The product is made of -Made from young rubber, with highcotton,absorbs sweat elasticity, 4-dimensional elasticity,well,brings a comfortable so it does not cause any difficultiesfeeling to the user, does not during use

mechanism of action ofcause stifling feeling like - The main

Feature some other types of corset. this corset is shaped by many steel

- Thick material helps to bones to help accumulate heat,reduce excess fat, shape the reduce excess fat to bring a slim

Function in a short time exposing belly fat, wearing inside

- Fast effect, persistent use smoothly without discomfort or

for 2 weeks in combination curled up

with a reasonable exercise - Reduce waist quickly after 17 daysdiet will give a obvious of use

effect

Targeted The product can be used for - Women aged 25-60

customer all types of customers aged - The people who work in the office

15 years and over, especially or the housewives have to sit a lotgirls, guys with less slim and be less active.

waistlines, office worker - People who have to exercisesitting a lot or women after vigorously, or suffer from spinalgiving birth injuries

Ranging from 135,000 - Ranging from 1.2 million VND per499,000 VND depending on product Three main product lines aresize Latex slim 101; Latex slim 102;

reduction support program forcustomers who have successfullyreduced their waist and wishing tochange to a smaller size product

4.1.2 Indirect competitors (competition for use)

Some competitors use: weight loss pills, belly fat melt cream, massage belt,

4.1.2.1 Keto Slim, Beauty Slim Weight Loss Pills

- Promote fat burning process

- Minimize absorption and accumulation of excess in the body

- Reduce cholesterol levels in the blood, aesthetic atherosclerosis

- Provides essential nutrients for the body, smooth fatigue, tank feet when losing weight

- Create a feeling of fullness, reduce appetite, help you overcome hunger to

achieve your goals

- Improve digestive system

- Promote metabolism, speed up fat burning

- Help to reduce quickly and effectively

- Digging toxins and purifying the body, forming bright white and membranes

* Price: ranging from 790,000 to 1,200,000 VND / box

* Drawbacks: Natural ingredients, not drugs, so the effect quickly or slowly

depends on each person’s body

4.1.2.2 Abdominal fat melt cream

thighs, buttocks, arms

- Helps firm the sagging skin

- Enhance blood circulation to help skin become naturally pink and smooth

*Drawbacks:

- Doesn't really "burn" belly fat

- To be used only as an aid, need to be used in conjunction with other methods

- On the market, there are many fake goods, poor quality goods

4.1.2.3 Abdominal massage belt *

Brands: Vibro, Maxcare, Perfect 665,