Biore’s Marketing Strategy Analysis and Customer Survey

Biore’s Marketing Strategy Analysis and Customer Survey

Group 3

TrầnThiệnKhang An

LêThị Kim Dung

Nguyễn Minh Hòa

Lê Nhật Hoàng Nam

Đặng Lê Tịnh Quyên

PMk-DH41ISB-3

NguyễnThị Mai Trang

June 6th, 2016

Table of Contents

Segmentation        

Differentiation and Positioning        

Marketing Mix        

Product        

Price        

Promotion        

Place        

Competitor        

Oppoturnity        

Weakness        

Recommendation        

References        

Appendix A        

Appendix B        

Segmentation

        Biore’s facial cleanser is a skincare product. As a result, the most effective and common segmentation is gender segmentation. According to Q&Me’s survey about beauty services (2015) among 400 Vietnamese women, 52% of them pay attention to beauty services. Biore is focusing on women’s skincare products, especially facial cleanser. Skincare products are used to be for women only. However, skincare products for men are getting lots of attention. In 2013, the Vietnamese men skincare market’s growth rate is 9% (“Mỹphẩmnam: Chuyểnngôi, chuyểngiới”, 2015). Biore also finds this men’s market attractive. Biore has developed its own product line for men called Men’s Biore. Recently, Men’s Biore has released Doublescrub Facial cleanser (SRM Men's Biore, n.d.).

Besides gender segmentation, Biore also uses benefit segmentation. Vietnamese women often look for facial cleanser that can minimize pores, remove makeup, reduce acnes or has whitening effect. Consequently, Biore has “Pore Detox” facial cleanser for minimizing pores, facial cleanser & makeup remover 2 in 1, anti-bacteria & reducing acnes facial cleanser and natural whitening facial cleanser (“Facial Cleanser Products”, 2016). However, there are many aggressive competitors in these segments. Women segment is full of strong competitors such as: Pond’s, Clean&Clear, Nivea, and Acnes… Although the men segment is new, many brands have entered this segment such as: Nivea, Axe, Clean Men, Oxy and Gillette... (“Mỹphẩmnam: Chuyểnngôi, chuyểngiới”, 2015).

Differentiated marketing is suitable for Biore. The brand serves several segments and designs separate products for each segment. For example, in the men segment, male customers can find a variety of products for different purposes such as: acnes defense facial foam, double scrub deep action and white energy facial foam. Biore expects to get higher sales in each segment. But it takes Biore more money to use differentiated segment.

Differentiation and Positioning

Similarly to other cleansing milk products, Biore’s product is good for your face skin. It has functions to wash your face from dirt and makes your skin brighter. However, Biore has its own special product to differentiate itself from direct competitors. The latest product that makes Biore special named Biore Pore Detox. As the advertising of the product, we can observe that after a long working day, your face skin needs to relax and Biore offers a product that have the auto-warm function. The auto-warm function works like when you go to spa. It will help you to take out dirt inside your face faster and deeper. In additionally, with men, using cleansing milk is not an activity for women anymore. Kao company very often launch new products with new functions for men. They try to persuade that cleansing milk is not cosmetic, it is skincare product; and skincare product not only makes you become more handsome but it also improve your health. To try to move old bias that cleansing milk is only for women, Biore had an advertising about a boy played basketball very well and also very handsome and menly. But because his skin face so bad, not a single girl want to talk to him. Thank for, Biore Men, he has taken back hic handsome and attract many girls. On the other hand, Kao company know and hit the thought of Vietnamese people that products which are from Japan are reliable and helpful so that they can approach customers easier compare with brands from other countries.