1. Customer Research in Ho Chi Minh City - Presentation course(08-12-2011) Yi Sung Won

2. Introduction Research & Development center Product development and Quality control 5 Months in Ho Chi Minh City Market and Customer research & Foreign culture study

3. Contents 1.Overview 2.Customer survey 3.New product target 4.Conclusion -Needs for Ideal skin -Skin type & problem

4. 1. Overview Project Objective : Specialized product development for Vietnamese customers Market & Culture Research Customer survey Focus Group Interview Specialized cosmetic product for Vietnamese Women

5. Cooperate Introduction Global Ranking 2. Customer survey 3 Most beatiful vietnamese Women ? The opinions about beauty is different by age groups

6. 1.20s : High potential of emerging market - 56% are under 30s(future customers) => high proportion! 2. Customer survey 20s vs. 30s~50s 2. Target customer of Laneige - 20s~30s < 20

7. 2. Customer survey Softness, no acne are the most important factors in 20s. Not white or bright!

8. 2. Customer survey Complex> Oily > Normal > Dry 10% of 20s think that they have allergic skin

9. 2. Customer survey Dark circle & Acne are the biggest skin problems of 20s.

10. 3. New Product Target Eye serum & mask => Strong promotion => Dark circle treatment Laneige White Plus Renew Eye Treatment & Apple zone Mask Clinical test in Vietnam Volunteers & SNS Marketing

11. 3. New Product Target Low sensitive Acne treating product line From Direct Customer Contact research : “ After using acne treating cosmetics, Allergic symptoms appeared…” (20s, Student) “I can’t use base makeup because of acne…” (20s, office worker) “After acne, I worry about hole. So I cover…” (20s, office worker) Cleansing Foam Spot treatment Noncomedogenic BB Cream Safety!

12. Cooperate Introduction Global Ranking 4. Conclusion 1.Ideal skin : Softness > White, no acne(20s) 2.Skin type : Complex> Oily > Normal > Dry 3.Dark circle & Acne are the biggest problems (20s) 4.New product suggestion - Whitening Eye serum & mask promotion, clinical test - Low sensitive acne treating product line

13. Q&A