Final report international marketing case study anessa sunscreen

And for consumers, product quality always comes first and Anessa, too, always highly appreciates product quality, along with extremely advanced and effective sunscreen formula while stil

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMICS & FINANCE

HO CHI MINH CITY

FINAL REPORT

INTERNATIONAL

MARKETING

CASE STUDY:

ANESSA

SUNSCREEN

Group 3

1 Huỳnh Như Thảo 225040776

2 Nguyễn Võ Duy Giao 225041275

3 Nguyễn Đăng Trường 225041321

4 Cà Thị Nga 225043576

5 Trịnh Thị Ngọc Anh 225043641

Lecturer: Nguyen Ha Giang Date:March 31, 2024

Table of content

I Introduction 2

II Detailed content 2

1 Analysis of Global Fast Fashion Retail Market 2

1.1 Key Threats: 3

1.2 Key Opportunities: 4

1.3 Key factors influencing Anessa's global expansion: 5

2 Analysis of Anessa Globally: 5

2.1 Analysis of general and specific goals of consumer products; Rational and emotional motives: 5

2.2 Anessa's competitive advantage: 6

2.3 Factors for Anessa's success: With the above advantages, it is also part of Anessa's success, but it is also necessary to rely on other factors: 7

3 Analyze the target consumer's personality (apply Freudian theory and trait theory) 7

3.1 Anessa's global marketing strategy (4Ps): 8

3.2 What Anessa can improve? 10

4 Recommendation for Anessa Vietnam: 11

5 USING BEHAVIORAL AND COGNITIVE THEORY TO LEARN MORE ABOUT ANESSA'S NEW PRODUCT LAUNCH TVC 12

I Introduction

- Currently, there are many different beauty products as well as skin care and skin protection Among them, Anessa is one of the most popular sunscreen brands Because Anessa is a high-end sunscreen brand belonging to the Japanese Shiseido group Shiseido Corporation conducted research on UV rays in 1915 However, it was not until 1980 that Shiseido introduced the first sunscreen product in Japan Anessa sun protection products were launched in 1992 and have undergone many improvements since then In 2012, Anessa developed effective 360-degree technology that protects from every angle In 2016-2017, Anessa launched a sunscreen product combining skin care ingredients In addition, Aqua Booster EX technology has been successfully applied to help improve skin protection from UV rays when exposed to water or sweat

- Besides, Anessa has received many prestigious awards in the field of sunscreen And most recently, Anessa received the "Favorite Sunscreen" award at the Cosmopolitan Beauty Awards 2023 Not only that, Anessa also participates in social activities to raise awareness about the importance of sun protection

II Detailed content

1 Analysis of Global Fast Fashion Retail Market

- In addition, Anessa's retail market is considered very strong, and widely present, especially in Japan and various Asian countries Anessa built an extremely diverse distribution system from large stores to small stores, helping consumers easily access and buy products And for consumers, product quality always comes first and Anessa, too, always highly appreciates product quality, along with extremely advanced and effective sunscreen formula while still ensuring protection Safe for

even sensitive skin This trust has contributed to helping Anessa attract a large number of loyal consumers Anessa is expanding internationally to increase sales and increase global brand recognition

1.1 Key Threats:

- SWOT analysis of opportunities and challenges of Anessa sunscreen

Strengths Weaknesses

 Reputable brand

 Product quality

 Product diversity

 High sun protection effect

 Price is high

 Limit skin typed uses

 Difficult to buy

Opportunities Threats

The Difference Between Anessa Sunscreen And La Roche Posay Sunsrceen

Highlight

- Advanced Aqua Booter

EX technology has made

it waterproof

- Thanks to AIR LICIUM technology containing microscopic particles that help penetrate the skin quickly

Product Texture

- Milky, liquid, easy to absorb, popular with women thanks to its thin and light texture, leaving

no white streaks on the skin

- Gel cream type absorbs quickly, is not greasy, does not leave white streaks

Sun Protection

Ability

- Anti-drift for up to more

high-performance protection during outdoor sports activities

- High performance up to 2 hours Optimal sun protection, preventing harm from sunlight and nature and the environment

Uses

- Moisturizes and retains moisture and has 50%

skin care ingredients to avoid causing skin peeling

- Can be used as a gentle makeup primer

- Reduce sweat, regulate the amount of oil and sebum on the skin

- Protects and prevents UVA and UVB rays from affecting the skin

Suitable Skin Type - Dry skin and sensitiveskin. - Combination skin, oily skinand sensitive skin.

Demand for sunscreen is high

 Skin beauty needs

 Diverse media

Easy to compete

 Substitute products appear

Anessa's Swot Analysis

- Currently, the sunscreen market is very competitive with each other because there are many new brands launched, with prices cheaper than Anessa, so it attracts many consumers In addition, changing consumer trends also affect Anessa's sales revenue Not only that, alternative products such as sunscreen pills, sunscreen rollers, or sprays, make it more convenient than the traditional form

- Anessa also faces many other challenges ahead such as climate change and economic instability To improve those challenges, Anessa needs to implement the following strategies:

 Strengthen product research and development

 Improve marketing strategy

 Expand distribution channels

1.2 Key Opportunities:

- The above threats have greatly affected Anessa And these are opportunities for Anessa to further develop sunscreen as well as ways to retain customers using the product

 Opportunity:

 Market expansion:Anessa is targeting Vietnam, but can expand to Laos, Cambodia, and Myanmar, as these markets have high sunscreen demand To achieve this, Anessa should research each market and develop specific strategies

 New product development: Creating sunscreen for various skin types and offering easy-to-use options like sprays and roll-ons

 Improve customer service quality: Anessa can improve customer service and provide after-sales support

 Client:

 Enhance customer experience: Improve product quality,

Personalize experience, Create Anessa community

 Enhance marketing and promotion: Reach potential customers, Enhance creative content, Create viral campaigns

 Analyze customer data: Use data analysis to understand customers, offer tailored promos and product advice, and optimize marketing and operating costs

a Market demand:

- The demand for sunscreen has increased worldwide as consumers

become more aware of the harmful effects of the sun and the need to protect their skin

b Competitor:

- Anessa needs to assess the strengths and weaknesses of competitors

in the global sunscreen market and develop an effective competitive strategy to attract customers

c Culture:

- Anessa should consider the culture of target countries when adapting

products and marketing strategies

d Distribution channel:

- Anessa can establish an effective distribution channel by partnering

with local distributors or selling products online in different countries

 Building a strong brand: Anessa needs to build a strong brand to attract customers globally

 Build trust with customers: Anessa needs to build trust with customers by providing high quality products and good customer service

2 Analysis of Anessa Globally:

2.1 Analysis of general and specific goals of consumer products; Rational and emotional motives:

A Analysis of general and specific goals of consumer products

a General objectives:

- Be conscious of skin health : The main goal is to protect from sun

damage, want to use a product with effective sun protection, helping to protect the skin from UV damage

- Skin care, maintaining a healthy skin : Customers want to choose

products that are both sun protection and can provide moisture and nutrients to the skin, increase skin resistance

- Convenient, easy to use: Consumers want to use products that are easy,

convenient for daily use, saving time for skin care

b Specific objectives:

- Skin protection with high SPF : Consumers want to choose a product

with high SPF and PA, antioxidant, anti-environmental pollution, suitable for outdoor activities, to protect the skin from the harmful effects of UVA and UVB rays and other pathogens, helps prevent skin aging, melasma and skin cancer

- Light texture : Want to choose a product with a thin and light texture, dry,

fast penetration, no greasy or clogged pores

- Water and sweat resistant : Want to swim, play sports, and other sweaty

activities

- Benign skin care : The product contains benign skin care ingredients,

suitable for all skin types, providing moisture and nutrients to care for the skin, helping to improve skin resistance

a Rational motives:

- This motive comes as customers are carefully considering when purchasing and using Anessa's sunscreen products that are scientifically formulated to protect the skin from the effects of the sun and ensure the product has a high SPF and broad-spectrum protection, The product is dermatological tested, creating peace of mind and peace of mind for consumers about the safety and effectiveness of the product



 Marketing activities influence consumer buying behavior through

rational motives:

- Product marketing activities: The company has applied rational motives

to product quality: The product has a compact, luxurious, convenient design that is easy to carry along with the high benign safety of the ingredients in the product, can be used anytime, anywhere, Suitable for most skin types, accompanied by a thin and light texture and fast penetration, so consumers can use it comfortably and confidently In addition, Anessa also regularly organizes promotions, good deals, product trials,

- Marketing and distribution activities: To help customers feel the

convenience when shopping, Anessa has distributed products on most large and small supermarket chains and pharmacies nationwide: AEON, Emart, Co.op mart, Lotte, Long Chau, Pharmacity, and on all major e-commerce platforms today such as: Shopee, Lazada, Tiktok shop, Tiki,

so that consumers can easily find and buy without spending much time

b Emotional motives:

- In this engine, Anessa focuses on creating confidence and peace of mind when using the product, along with feeling comfortable and satisfied with the feeling of lightness on the skin The love and convenience of using the product is also an important factor, making consumers feel satisfied and trust in the brand

• Marketing activities that influence consumer buying behavior through emotional motivation:

- Product marketing activities: Anessa has also applied the emotional

motivation of consumers to products such as: packaging design, luxurious, eye-catching and good-looking design, convenient and easy to carry

- Price marketing activities: Implement discount programs with attractive

promotions and incentives such as giving away small sunscreen with trial sizes, cotton buds,

- Marketing promotion activities: Using representative faces, ambassadors, favorite public people, faces with high public recognition such as: KomatsuNana, Ninh Duong Lan Ngoc,, In addition, Anessa also regularly organizes events to show care and care for customers such as the event "Unlimited Protection" with the participation of many famous faces to share about leading UV protection technology and effective sun protection methods, Protect your skin with a dermatologist

2.2 Anessa's competitive advantage:

- Prestigious brand: Anessa is a sub-brand of the famous high-end Shiseido

Group in Japan, is a professional sunscreen that has held the No 1 position

in Japan for 23 years, trusted by people around the world Anessa also inherits more than 100 years of research and development and extensive experience in the field of sunscreen manufacturing

- Outstanding sun protection: With advanced technologies Anessa is known

for its effective sun protection with high SPF and PA, such as its Zynx Oxide technology that helps prevent the harmful effects of UVA rays There is also

exclusive Aqua Booster technology that enhances water and sweat resistance, suitable for outdoor activities

- Safe, benign ingredients: Anessa's products contain ingredients that

are safe for the skin, suitable for all skin types, including sensitive skin types Anessa does not contain ingredients harmful to the skin such as Oxybenzone, Octinoxate, Parabens, artificial fragrances

- Product diversity: Anessa has a wide range of products to suit all skin

types and all the needs of people in different situations Anessa has products for the face, body and even for children

- Water, sweat and fast absorption: Anessa's sunscreen products are

designed to penetrate quickly into the skin without causing greasy stickiness and are extremely resistant to water and sweat, helping consumers feel comfortable and confident when using

2.3 Factors for Anessa's success: With the above advantages, it is also part of Anessa's success, but it is also necessary to rely on other factors:

• Effective marketing:

- Anessa regularly conducts effective marketing campaigns to attract customers' attention such as organizing great promotions with special offers and gifts with shopping stimulation and shopping enhancement with customers; Creating useful skin, skincare and the use of sunscreen

on social media platforms, this content not only enhances brand recognition, but also helps educate and instill trust in customers

- With these campaigns, Anessa has used diverse media channels such

as TVC, online advertising on social networking sites, influencer marketing,

• Good customer service:

- Anessa always has a team of very enthusiastic and attentive consultants, solving all questions and problems of customers

- Create a convenient and easy shopping experience for customers with flexible return policies and best customer support

• Stay on top of market trends:

- To stay on top of market trends, Anessa regularly has to conduct market research to understand the needs and tastes of customers

- In addition, it is necessary to use diverse research methods such as surveys, interviews, sales data analysis,

3 Analyze the target consumer's personality (apply Freudian theory and trait theory)

 Freud's Theory:

• Flatness of consciousness:

- Brand reputation:

+ Product quality: Anessa is famous for its high-quality sunscreen and skin care products, developed based on advanced technologies and natural ingredients that are gentle on the skin The brand is constantly thinking about development, continuously investing in research and development to improve and upgrade new products to send to consumers

+ Effectiveness and reliability: Anessa is a highly rated brand that is effective

in protecting the skin from UV rays, providing other skincare benefits such as moisturizing and softening the skin In addition, the brand is trusted by consumers with a long history of operation and reputation in the cosmetics industry

+ Anessa's ingredients: are often carefully selected and cared for to ensure effective and safe treatment for all skin types Ingredients include physical sunscreen, vitamin C and E derivatives, natural essential oils, that hydrate

and soothe the skin, water-resistant technology, and especially do not contain irritating chemicals

+ Wide distribution network: Anessa products can be easily found and purchased in many countries around the world including Vietnam through a wide network everywhere

- Product features and benefits:

+ High sun protection index SPF 50+ PA +++ avoids the harmful effects of

UV rays (such as UVA, UVB), helps prevent sunburn, dark spots, and skin cancer

+ Anessa's exclusive Aqua Booster technology helps become stronger when exposed to water and sweat

+ Skin care ingredients such as hyaluronic acid, collagen, and vitamin E, help moisturize, brighten skin, and prevent aging

+ The thin texture is easy to spread without causing skin irritation, suitable for all skin types, including sensitive skin

+ There are many product lines suitable for the different needs of consumers such as Anessa Perfect UV Sunscreen Milk, Anessa Perfect UV Sunscreen Gel, and Anessa Perfect UV Sunscreen Spray

- Anessa's brand value and excitement:

+ Outstanding protection, proprietary and advanced technology, high reliability and reputation, price coupled with product quality

+ Anessa is a sunscreen brand that has many good values and is suitable for people with an active lifestyle who love to explore

• Instincts and awareness of Anessa:

- Instinct: always refers to hidden desires that are not conscious, it may be related to the need to protect the skin from UV effects and the desire to have healthy, youthful skin

- Awareness: the brand creates stimulation and positive awareness from the customer's perspective, and Anessa is conscious and aware of herself and the world around her

Theoretical characteristics:

• Personal characteristics:

- About gender: Anessa is used by both men and women, however, most users are women

- About age: Anessa is suitable for all ages, however, the most suitable users are from 20 to 40 years old

- Regarding income: Anessa has a mid-range price, suitable for people with

a fairly average income, including students

• Social characteristics:

- About lifestyle: Anessa is suitable for people with a fast and active lifestyle who love convenience

- About the product's perspective: Anessa is suitable for those who care and want to protect their skin from the harmful effects of UV rays

- Regarding recommendations: brands use the influence of celebrities on social networks to spread about the product

• Psychological characteristics:

- Brand awareness: Anessa is a famous brand, currently very popular around the world

- Attitude towards the product: Anessa is highly appreciated for its product quality, effectiveness, and reasonable price for consumers

- The perception of the Anessa brand gives consumers a feeling of trust, safety, and confidence when using the product

3.1 Anessa's global marketing strategy (4Ps):

- Anessa provides a variety of sunscreen products in many different forms and designs such as sunscreen moisturizers, sunscreen milk, sunscreen gel, and sunscreen primer

- Anessa products are known for their advanced technologies, and ingredients that are safe for your skin and provide effective protection from the external effects of UV rays

- The brand also regularly updates and develops new product lines to meet the needs and desires of consumers as well as the brand wants to aim for

• Price:

- Anessa is often known as a sunscreen brand with a higher price than conventional sunscreen products such as Skin Aqua, La Roche Posay, Bioderma,

- The price of Anessa products reflects the high quality and efficiency coupled with the price and the advanced technology that the brand provides

to customers

- In addition, the brand can apply different pricing strategies for each product line to suit the goals set by customers and the current market position

• Place:

- Anessa is often present in high-end cosmetics stores, cosmetic pharmacies, and in shopping centers In addition, Anessa is also distributed through online sales channels such as Shopee, lazada,

- The brand can also expand its genuine distribution channels by partnering with other retailers or opening its store

- Currently, the brand also cooperates with KOCs, KOLs, and INFLUENCERs, to promote as well as sell directly through TikTok, and Facebook with great deals and shocking discounts

• Promotion:

- Advertising strategy:

+ Anessa often uses many different advertising strategies such as traditional, magazine advertising, television, and other technical media such as websites, and social networking sites

+ They want to focus on conveying messages about skin protection and listening to what the skin needs with outstanding product features