<p>Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson & Johnson and P&G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition.</p><p>Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?”</p><p>Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix.</p><p>Research tools: Interview, field study and secondary data</p><p>Finding & analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented.</p><p>Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.</p>

Introduction: Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson &amp; Johnson and P&amp;G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition. Problem Statement: “How can cosmetic companies successfully plan a marketing strategy in the Vietnamese cosmetic market for its skin care product line?” Purpose: To study (1) Market’s environment which includes economic, legal, and culture aspects; (2) Market’s Competition which includes marketing strategy of existing cosmetic companies; and (3) Consumers’ demands which contains demographic, psychographic elements and marketing mix. Research tools: Interview, field study and secondary data Finding &amp; analysis: The market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skin care products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomer should be competitor oriented. Recommendation: However, there are some sections that are less competitive: (1) low price moisturizing, (2) low price acne products and (3) low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.

Problembakgrund: Content Marketing är ett marknadsföringsverktyg som kan användas i syfte att skapa värde och lojalitet. Digitaliseringen har utformat tekniska konsumenter som är skeptiska till traditionella reklambudskap. Skepticismen beror på mängden information som går att hitta på internet vilket gör att det blir en utmaning för marknadsförare att nå ut med värde till sin målgrupp. Digitaliseringen har dock medfört att konsumenterna blir enklare att nå på grund av den stora användningen av sociala medier vilket kan ge varumärken fördelar gentemot sina konkurrenter. Marknadsförare kan använda Content Marketing för att skapa indirekt försäljning vilket leder till lojalitet och lönsamhet för varumärket. Syfte: Syftet med denna studie är att beskriva hur konsumenter upplever Content Marketing inom kosmetika, kopplat till upplevda värden och hur det kan påverka den upplevda lojaliteten. Teoretisk referensram: Den teoretiska referensramen behandlar Content Marketing, Värde och Lojalitet. Metod: Studien grundar sig i en kvalitativ metod med semistrukturerade intervjuer. Respondenter är kvinnor som är användare på Instagram och är utvalda utifrån dess användande, ålder och kön på Instagram. Resultat: Desto fler värdeaspekter som marknadsförare trycker på inom Content Marketing, desto större chans till lojalitet. Content Marketing trycker på de olika aspekterna av värde genom inspiration, interaktion, information och identifiering. Slutsats: Studiens slutsatser visar att Content Marketing kan skapa värde för konsumenterna vilket i sin tur leder till lojalitet och positiv varumärkesuppfattning. / Content Marketing on social media is a marketing tool which can be used to increase value and create brand loyalty. The emergence of digitalization has led to technical consumers who are skeptical towards traditional advertisement. Considering the skepticism, marketers get a challenge to reach out with brand messages which argues for new marketing tools. Due to the digitalization marketers can easily reach the target group through Social Media which can give them advantage towards the competing brands. Marketers can use Content Marketing to create indirect sales through value creation which leads to brand loyalty and profitability for the organization. The purpose of the study is to describe how consumers experience Content Marketing in the cosmetics industry, towards perceived value and perceived brand loyalty. A qualitative method is used to fulfill the purpose of the study, through semi-structured single interviews. The respondents were selected through suitability considering Instagram usage, cosmetics usage, age and gender. The result of the study indicates that Content Marketing is beneficial by using the different perceived value functions to create loyalty. By using Content Marketing, marketers can reach consumers perceived value by inspiration, interaction, information and identification. The conclusions of the study indicate that Content Marketing creates value to consumers which will lead to brand loyalty and positive brand perception.