shiseido brand identity

However, the beauty brand "Shiseido" in Vietnam is currently facinga challenge of low engagement, as supported by the following data and references.According to Fanpage Karma''''s analysis,

SHISEIDO BRAND IDENTITY

Tutorial: 1 Group: MAI

Lecturer: Nguyen Minh Duong Nguyen Phuong Oanh – 2204050059

Nguyen Bao Chau – 2204050011 Nguyen Dinh Tien – 2204050064 Hoang Thi Giang – 2204050024

Le Quynh Trang – 2204050074 Tran Bao Linh - 2104050040

GROUP REPORT (Marketing Research)

I Problems with supporting evidence from social media analysis/content analysis

1.Problem: Low level of engagement.

In recent times, the emergence of social media platforms and the shift in consumer behavior towards online shopping have opened up new opportunities for beauty brands to expand their online presence and drive sales (Lim 2023) With the growing popularity of social media in Vietnam, brands now have the chance to connect with their target audience and establish a strong online presence However, the beauty brand "Shiseido" in Vietnam is currently facing

a challenge of low engagement, as supported by the following data and references According to Fanpage Karma's analysis, Shiseido's Facebook page in Vietnam has only achieved an engagement rate of 0.022% in the past 28 days (Fanpage Karma, 2024) This low engagement rate indicates a lack of interaction and interest from the audience Additionally, Similarweb's statistics reveal a significant decrease in total visits (75.09%) and total traffic (78.09%) to shiseido.com.vn from November 2023 until now (Similarweb, 2024) These figures suggest a decline in online interest and potential customers visiting Shiseido's website

Moreover, BuzzSumo provides data indicating that Shiseido's total number of engagements has dropped from 3,674 to 1,732 over the last three months

Shiseido's struggle with low engagement in Vietnam is evident based on the collection of data points Despite the promising opportunities for beauty brands to flourish in the digital realm, Shiseido has been unable to effectively captivate its desired audience and spark enthusiasm for its products on popular social media platforms such as Facebook

Vietnam beauty market analysis: How to win over… the vibrant Vietnamese beauty consumer (cosmeticsdesign-asia.com)

https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/*/ 999/3m?webSource=Total&key=shiseido.com.vn

https://app.buzzsumo.com/content/facebook?

q=shiseidovn&search=true&analysis=true&begin_date=Oct%2001%202023&end_date=Dec

%2031%202023&range=PLQ&language=all

https://www.fanpagekarma.com/discovery?

view=PROFILES&id=538233956194401&n=FACEBOOK&tl0=profiles&tl1=content https://truemerchant.com/strong-brand-identity-creates-customer-loyalty/

https://www.linkedin.com/advice/1/what-benefits-creating-strong-brand-identity-voice

II Research questions and Research objectives

1 Research questions

1 What is the impact of Shiseido's current brand identity (logo, tagline, and visual style)

in Vietnam on the company's low level of involvement in 2024 regarding to social media, marketing activities, and other platforms?

2 How does Shiseido's current social media approach compare to competitors in terms of interaction strategies, messaging, and posting frequency in 2024?

3 What additional effective marketing channels can Shiseido use in Vietnam to boost engagement in 2024, except social media?

4 How do Vietnamese consumers perceive Shiseido's brand values compared to competitors in 2024?

5 How can the preferences and traditions of the Vietnamese market in 2024 go against Shiseido's global brand identity?

2 Research Objectives

1 To evaluate the effectiveness of Shiseido's current brand identity (logo, tagline, and visual style) in Vietnam and assess its potential contribution to the low engagement on social media, marketing campaigns, and other platforms in 2024

2 To identify Shiseido’s opportunities to improve social media effectiveness by 2024

3 To identify and evaluate other marketing channels operating in Vietnam that are effective and could potentially increase Shiseido's engagement by 2024

4 To identify weaknesses and chances to improve Shiseido's messaging and brand image in Vietnam by 2024

5 To identify misalignments between Shiseido's global brand identity and the Vietnamese market's preferences and cultural differences and give recommendations on strategies for altering or enhancing Shiseido's brand identity

to ensure it more effectively connects to Vietnamese consumers in 2024

III Conceptual/operational definition

1 Conceptual definition

“Brand identity is a vital aspect of a brand strategy It refers to the unique characteristics that influence a brand’s perceived personality, appearance, and behaviour A brand’s identity encompasses tangible and intangible elements, including its history, name, personality, and visual identity” (Andrivet, 2023)

2 Operational definition

A strong brand image is created and maintained by a variety of tactics and activities that make up the operational parts of brand identity The application of a marketing professor Jean-Noel Kapferer's brand identity prism, there are six components of brand identity:

1 Physique: A brand's physique refers to the physical attributes that make up a brand's image attributes that make up a brand's image Some examples of physical attributes that can create a brand's physique include colours, logos, packaging materials or product design

2 Personality: A brand's personality is how its customers would describe it For example, a brand characterised by a sense of joy might employ vibrant hues and an optimistic demeanour in its promotional materials, while also allocating resources towards philanthropic endeavours or projects

3 Culture: Culture is a brand's internal identity Aspects such as origin story, values, beliefs, purpose and mission can comprise a brand's culture

4 Self-image: Self-image is a metric that determines how a brand's customers visualise their ideal selves and how the brand attempts to help them reach those goals This could advance the notion that a brand has the capacity to facilitate customers in their pursuit of self-improvement For example, a luxury apparel brand might employ lavish advertising strategies to convey the notion that its attire can enhance customers' lifestyles with opulence and refinement

5 Reflection: Reflection refers to how a brand portrays its target audience in advertising and marketing efforts For example, a brand may portray its customers as happy and carefree A potential customer interested in becoming happier and more carefree may consider purchasing the company's products

6 Relationship: The relationship metric characterises a brand's interactions with its customers A brand can create its ideal customer relationships through developing effective customer service policies, store environments and customer-facing communications For example, a brand that identifies as kind and caring may focus on offering positive customer service experiences that feature easy-to-understand communication In contrast, a brand that aims to create a more exclusive identity may only offer customer service to a select group

Conclusion:

In summary, a brand's identity comprises the distinct attributes that impact its perceived behaviour, personality, and appearance The operational aspects of brand identity involve physique, personality, culture, self-image, reflection, relationship

References

Andrivet M (2023) ‘The power of a strong brand identity: Definition, importance, and key elements’, The Branding Journal, accessed 25 February 2024

https://www.thebrandingjournal.com/2023/03/brand-identity/

Indeed Editorial Team (4 February 2023) ‘What is the brand identity prism? (With benefits of use)’, Indeed, accessed 25 February 2024

https://www.indeed.com/career-advice/career-development/brand-identity-prism

IV Research method and ethical considerations

1.Research method

One major competitor in the global cosmetics sector, Shiseido, has been trying to establish its brand identity However, this endeavour comes with its share of challenges This study suggests using Exploratory research to investigate and comprehend the particular brand identity issues that Shiseido faced

Research Objectives:

Determine and clarify the main difficulties Shiseido has had in maintaining the reputation and distinctiveness of its brand

Gain insights into the underlying factors contributing to these challenges, including market dynamics, consumer behavior, and internal organizational factors

Explore potential strategies and solutions to address these challenges and enhance Shiseido's brand identity efforts

Focus groups, in-depth interviews, and observational studies are some of the qualitative exploratory approaches that will be used in this research These methods are well-suited for uncovering new insights and understanding complex phenomena in the early stages of research

The data collected from focus groups, in-depth interviews, and observational studies will be analyzed using qualitative data analysis techniques This will involve coding, categorizing, and interpreting the data to identify recurring themes, patterns, and insights related to Shiseido's brand management challenges

The findings from the exploratory research will be interpreted to generate hypotheses and insights that can inform further research and strategic decision-making The results will be presented in a comprehensive report, accompanied by illustrative examples and quotes from participants to support key findings and recommendations

Through exploratory research methods, this study aims to uncover insights into the challenges faced by Shiseido in brand identity By exploring diverse perspectives and conducting observational studies, this research seeks to generate actionable recommendations

that can help Shiseido navigate the complex dynamics of brand identity in the cosmetics industry

2 Ethical considerations

It's critical to follow ethical guidelines when performing brand identity research for Shiseido

or any other organisation in order to safeguard participant rights, preserve confidentiality, and preserve the integrity of the research process The following are some particular ethical issues

to be aware of when researching Shiseido's brand identity:

Informed Consent: Make sure that participants are properly informed about the nature of the

study, its goals, the use of their data, and any possible dangers Before any data is collected, get participants' express agreement You should also give them the option to leave the study

at any time without facing any consequences

Confidentiality: Preserve the privacy of participant answers and any private information they

may have provided with researchers Participants should be reassured that their answers will only be utilised for research and that their names will be kept private Don't divulge any personally identifying information without permission

Anonymity: Provide participants with the choice to remain anonymous in the study's

conclusions, if at all practicable When possible, use anonymized data to reduce the possibility of identifying and safeguarding the privacy of participants

Professional Integrity: Follow ethical principles and standards of conduct while doing the

research with honesty, integrity, and professionalism Prevent biases or conflicts of interest that could jeopardise the validity of the study's conclusions, the researcher's reputation, or the organization's reputation

Follow these ethical guidelines, researchers can responsibly and ethically conduct brand identity research for Shiseido, protecting participants' rights and well-being and providing insightful information for the company's strategic decision-making processes

V Target audience’s description Population estimate and sample size.

1 Target Audience’s Description: Shiseido Company is a luxury cosmetics brand with

over 150 years of history In the Vietnamese market, Shiseido's target audience includes:

● Demographic:

○ Age: Shiseido’s audience in Vietnam spans various age groups, from young

adults to seniors However, the brand tends to resonate more with the 25-45

age range, which includes working professionals and those seeking quality

beauty products

○ Gender: While both men and women use Shiseido products, the brand has a strong female customer base Women, especially those in urban areas, are

key consumers

○ Income Level: Shiseido caters to consumers across different income brackets.

It offers a range of products, from affordable to premium, ensuring accessibility for various income groups

○ Occupation: Professionals, students, homemakers, and retirees are part of

Shiseido’s demographic in Vietnam Urban professionals, in particular, seek skincare and makeup solutions

● Geographic:

○ Urban Centers: Shiseido’s presence is strongest in major cities like Ho Chi Minh City (HCMC) and Hanoi These urban centers offer a conducive

market for beauty products (Hai Anh 2010)

○ Retail Channels: Shiseido reaches consumers through both physical stores

and online platforms E-commerce has gained prominence, especially during the pandemic

○ Distribution: Availability in shopping malls, department stores, and specialty

beauty shops ensures visibility and accessibility

● Psychographic:

○ Beauty Enthusiasts: Vietnamese consumers who prioritize skincare, makeup,

and fragrance as part of their self-care routine They seek effective and innovative beauty solutions (Vero 2022)

○ Quality Seekers: Shiseido appeals to those who appreciate premium, high-quality beauty products The brand’s reputation for excellence matters.

○ Trend Followers: Vietnamese consumers stay updated with global beauty

trends Shiseido’s ability to offer trendy and cutting-edge products attracts them

○ Socially Conscious: Beauty enthusiasts in Vietnam value ethical and

sustainable practices Shiseido’s commitment to responsible beauty resonates

○ Aspirational: Shiseido serves as a status symbol for those who value luxury

and prestige The brand represents sophistication and aspiration

● Cultural Context:

○ Japanese Influence: Shiseido’s Japanese heritage plays a significant role.

Vietnamese consumers appreciate the brand’s fusion of Eastern wisdom and Western science

○ Spiritual Beauty: Shiseido embodies the Japanese concept of spiritual beauty, emphasizing inner well-being and harmony This resonates with

Vietnamese consumers seeking holistic beauty

● Consumer Behaviour Shifts:

○ Online Shopping: The pandemic accelerated the shift to online shopping.

Vietnamese consumers increasingly explore e-commerce platforms for beauty products

○ Influencer Culture: Social media influencers and beauty bloggers impact

purchasing decisions Shiseido collaborates with local influencers to reach its target audience

- In summary, Shiseido in Vietnam caters to a diverse demographic, operates in urban centers, and aligns with beauty enthusiasts seeking quality, trend-forward products Its commitment to innovation, cultural fusion, and holistic beauty positions it well in the Vietnamese market

2 Population Estimate: Vietnam’s population is 99.270.747 people The majority of Vietnamese people are aged 15-64 years old, the proportion of the population in this age group accounts for 69.3%, equivalent to 65.823.656 people Men in this age group account for 49.9% with 32.850.534 men, and women account for 50.1% with 32.974.072 women (DanSo 2024) In 2019, 39.48% of the population lived in urban areas, which corresponds to 39.908.501 people Shiseido’s market reach extends across major Vietnamese cities, including Hanoi, Ho Chi Minh City, and Da Nang These urban centers collectively house millions of potential consumers For instance, Hanoi alone boasts a population of over 5 million (Macrotrends 2024) Considering the entire urban population within Shiseido’s scope, the company estimates a substantial consumer base

● 15-24 years: 14.033.600 individuals

● 25-54 years: 43.417.741 individuals

● 55-64 years: 8.372.315 individuals

● Total: 65.823.656 individuals

● 25-54: 3.443.538 individuals

● 55-64: 788.159 individuals

● Total: 5.372.196 individuals

3 Sample Size: In our interview research on Shiseido Company's brand identity in the

Vietnamese market, we conducted interviews with 10 women between 18 and 45 years old All candidates are people living and working in Hanoi Subjects are selected based on probability sampling Our research’s target audience including:

● People who are using or have used a Shiseido product

● People who are passionate about cosmetic products

● People who have a job related to cosmetic products

Reasons to choose this sample size:

1 Age diversity: By including women from 18 to 45 years old, we aim to better understand the needs and desires of different audiences within this age range

2 Detailed analysis: This interview form allows us to analyze in more detail the factors that influence the use of Shiseido cosmetic products