Assignment 2A

Customer Analysis
Name: Dao Thien Kim - s3678508
Lam Minh Duc - s3752388
Lecturer: Phuong Phung
 Table of Content
I. INTRODUCTION
II. CUSTOMER PROFILE & TARGET
SEGMENT
III. CURRENT CUSTOMER JOURNEY
IV. RECOMMENDATION
V. CONCLUSION
VI. REFERENCES & APPENDIX

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 I. INTRODUCTION

Business situation: Key objectives:

+ Entered Vietnam market in 2007 and + Target the age group from 18 to 30
HALS is the only official distributor (middle to high income)
+ Current customers are men and women + Expand on e-commerce channels
above 30 years old from middle to high + Increase 15% awareness and 8%
income trial rate on hand cream category
+ Official stores: 3 Hanoi, 2 Hochiminh + Keep no.1 leader position on hand
City, 1 Danang cream
+ Price is higher than other brands in
Vietnam market

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II. CUSTOMER PROFILE AND TARGET SEGMENT
A. CUSTOMER PROFILE

Geographics Demographics

★ People that live in Vietnam ★ Gender: Male and Female

★ Living in urban areas and big ★ Age Group: >30 years old,
cities Young people (18-30)
★ Occupation: Office workers
★ Income: Middle to High

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II. CUSTOMER PROFILE AND TARGET SEGMENT
★ VALS model:
A. CUSTOMER PROFILE + Innovators: high income, high resources
individuals, have their own taste and in
things and aim to the best products.
Psychological + Thinkers: high level of education, high
income, high resources, mostly are young
★ Social Class: Middle to High class
people. They make rational
★ Personality:
decisions,fully inform about their
+ People who love natural and
surroundings and accept any social
environmental sustainability.
change.
+ People who love beauty and
+ Experiencers: high resources but also
care about their beauty and
need a mode of self expression. They are
health
young adults who want to discover new
things and want to be different.
II. CUSTOMER PROFILE AND TARGET SEGMENT
A. CUSTOMER PROFILE

Behaviours Webographics

★ Occasion: Daily use, gifts and ★ Internet experience: Medium to

treatment high
★ Buying Reference: Online ★ Usage level (time spent): more than
shopping and offline shopping 2h
★ Purchase Frequency: Medium ★ Access device: Mobile
★ Access place: Home, Work,
Outside.

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II. CUSTOMER PROFILE AND TARGET SEGMENT
B. TARGET SEGMENT
Geogra Demogr Size and
Name Psychographic Behaviours Ease of access
phic aphic Growth

Daily
Interest natural Distributor:
Both use,treatment.Ha
and E-commerce
men and ve knowledge
environmental platform, offline and
Natural Big women, about skin ~350,000
sustainability. Watson
and cities 18-40 care.Usually Growth
Care about
and years using mobile 6.8%
Ingredient ingredients, Communication:
urban old, search for (Statista
sensitive authority, health Social media,
area mid-hig products 2020)
verification and E-commerce
h information on
certification. platform, blog
income website or using
review.
social media.

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III. CURRENT CUSTOMER JOURNEY
Step 1: Initial consideration (Touch point: website, FB, Instagram, Youtube)

Searching for keywords and brand They also look for the brand
name that relates to customers’ needs. ambassador or influencers to see what
The reputation and SEO will affect the they say about the products or ask
customer’s choices. their friends for recommendations.
⇒ L'occitane is not a familiar brand to ⇒ It hasn't cooperated with any
customers in Vietnam. It cannot appear influencers to experience the products to
in the top lists among other competitors have the reviews yet.
when searching for keywords like “hand ⇒ It doesn't utilize this touch point
cream", “natural products", “French effectively to get consumers attention.
brand products”,... (Appendix 1).

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III. CURRENT CUSTOMER JOURNEY
Step 2: Active evaluation (Touch point: in store, website, Facebook)
Search for information about the brand to They also seek ask from friends or family for
know about the products it provides in order brand recommendation as well as interactions
to make sure that is appropriate with their from in store and past experiences.
needs or not. They usually compare among Show clear ingredients, prices and information
different brands add or subtract by which help customers reduce time to look for.
weighing the reviews and experiences of ⇒ L'occitane provides only the price, description
other consumers. and briefly provides information about
⇒ Many competitors have quite the same ingredients. However, after choosing the needed
product line as L'occitane. So, L'occitane needs products and favorite aroma, L'occitane suggests
to find the way to market the differences of its the completed skin care process with relevant
products compared to others. products including the total price for customers.
(Appendix 2)
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III. CURRENT CUSTOMER JOURNEY
Step 3: Purchase (Touch point: website, Facebook, in store)
Choose the best brand that is suitable Many people prefer a fast and
to their needs. convenient way to buy the products as
⇒ Mainly in the official stores. well as ask for consultation from
Customer's concern is the main thing that sellers. They mainly choose to buy the
L'occitane needs to care about and ask products through the website and
them. L'occitane needs to introduce Facebook page of the brand because it
appropriate products for them as well as can reduce the risk of buying
how to use them. inauthentic products.

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III. CURRENT CUSTOMER JOURNEY
Step 3: Purchase (Touch point: website, Facebook, in store)
Also, via these channels, they can ⇒ There is one online channel - Watson
finalise the products faster and it is which is the distributor for HALs that has
easy to choose a convenient way to sold L'occitane’s products. However, it
make payment like COD (cash on does not have a full range of products or
delivery), VISA,... new seasonal products as well as gifts
⇒ L'occitane doesn't focus most in with purchase. Also, many products of
e-commerce for online shopping which is L'occitane are out of stock which can
the most effective tool for customers to negatively affect customers' satisfaction.
make purchases (Nuseir et al. 2010). (Appendix 3)

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III. CURRENT CUSTOMER JOURNEY
Step 4: Post purchase (Touch point: website, Facebook, email)
After they try the products and are Promotions, loyalty programs can help
pleased with the experience, they can keep customers make second purchases.
write positive reviews and tell their ⇒ Using promotional activities is one of the
friends as well as buy more products in best strategies to attract buyers, and from that
the future. the brand awareness through new customers
⇒ Having the pleased experiences when in order to increase the economic efficiency
buying products can make customers have (Alexandrescu and Milandru 2018).
happy feelings and they are willing to
Customers would like to keep in touch
come back again to buy more things.
with the brand by receiving notification
about new products or new campaigns.

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IV. RECOMMENDATION
Step 1: Initial consideration (Touch point: website, FB, Instagram, Youtube)

L’occitane should improve SEO in L'occitane should cooperate with

order to strengthen their search qualily Beauty Bloggers or KOLs to promote
by paying keywords. the brand and also reach the brand
⇒ When being on the top result of name to customers. Moreover, they
searching, L'occitane can gain awareness can help customers understand deeply
from customers and it can increase the about the functions of products.
opportunity for customers to buy the ⇒ With famous bloggers or influencers,
products. it can be easier for L'occitane to catch
attention from customers.

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IV. RECOMMENDATION
Step 2: Active evaluation (Touch point: in store, website, Facebook)
L'occitane can offer to in store customers
to give their personal reviews on social L'occitane needs to add more information
media in order to help the brand to about the ingredients and its authenticity
understand how customers think about on the website.
their products or services. ⇒ From that, they can make new customers
⇒ In fact, Nielsen’s Global Trust in gain more trust and understanding about
Advertising Survey shows that 92% of their brand.
people trust friends recommendations and
70% trust the online consumers' opinions
(ExpertVoice n.d.).
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IV. RECOMMENDATION
Step 3: Purchase (Touch point: website, Facebook, in store)

L'occitane improves in store service to For e-commerce, L'occitane can work

give customers best experiences when with Tiki, Lazada and Shopee to sell their
buying products. products.
⇒ Training more for staff about the For Watson channel, L'occitane should
reaction to customers and how to introduce provide the products regularly when it is
the products. Also, understand each product nearly out of stock.
and its function to be easy to show the ⇒ These channels provide convenient
needed products. payment methods and deliver products to
customers faster with the low cost.

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IV. RECOMMENDATION
Step 4: Post purchase (Touch point: website, Facebook, email)

L'occitane can interact with customers ⇒ Loyal customers like to know most
via email. Most customers who care events the brand is running and offer them.
about the brand and products would L'occitane offers loyal customers some good
like to receive information through deals and benefits when buying products in
email. order to maintain customers’ relationships.

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 V. CONCLUSION

The most potential sub-segment is Natural and ingredient

sensitive because they are highly likely to spend more money on
premium products that meet their need, willingness to trial and
loyalty.
Action needs to be done:
L'occitane should add more specific information about ingredients
on the website, use influencers to reach customers and work with
e-commerce channels to provide full range of products.
VI. REFERENCES AND APPENDIX
Alexandrescu, M.B. and Milandru, M., 2018. Promotion as a form of Communication of the
Marketing Strategy. Land Forces Academy Review, 23(4), pp.268-274.

ExpertVoice, n.d., Consumer Buying Journey – The Purchase Process is Changing, viewed 13
August 2020,
<https://www.expertvoice.com/resources/4-phases-of-the-consumer-buying-journey/>

Nuseir, M. T., Arora, N., Al-Masri, M. M., & Gharaibeh, M. 2010. Evidence of online shopping: A
consumer perspective. International Review of Business Research Papers, 6(5), 90-106.
VI. REFERENCES AND APPENDIX

APPENDIX 1
VI. REFERENCES AND APPENDIX

APPENDIX 2
VI. REFERENCES AND APPENDIX

APPENDIX 3
TEAM CONTRIBUTION

Dao Thien Kim Lam Minh Duc

Introduction Customer profile & Target segment

Current customer journey Recommendation (Step 3&4)
Recommendation (Step 1&2) Conclusion
References and Appendix References and Appendix
Slide Design