Thesis Structure
ANALYSIS AND PERFECT THE MARKETING PLAN FOR THE LUXURIOUS COSMETICS BRAND NAME OF “L’OVITÉ PARIS” OF INTERNATIONAL CONSUMER PRODUCTS (ICP) JOINT-STOCK COMPANY
1 CHAPTER 1: INTRODUCTION 4
1.1 NECESSITY OF THE THESIS 4 1.2 OBJECTIVE OF THE RESEARCH 5 1.3 KEY RESEARCH AREA 5 1.4 METHODOLOGY 5 1.5 CONTRIBUTIONS OF THE THESIS 6 1.6 THESIS STRUCTURE 6
2 CHAPTER 2: LITERATURE REVIEW 6
3 LITERATURE REVIEW ON MARKETING PLANNING AND GENERAL ABOUT COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM 6
3.1 Literature Review on Marketing Planning for a brand/product line 7 3.1.1 REVIEW ON MARKETING AND CORE MARKETING CONCEPTS 7 2.1.1.1 Marketing definition 7 2.1.1.1 Core Marketing Concepts 8 3.2 28 3.3 RATIONALE FOR THE RESEARCH METHOD 29 1.1 UNDERSTANDING THE DEVELOPMENT HISTORY OF COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM 29 COSMETICS INDUSTRY ORIGINATED FROM THE NEED OF SOCIAL NEEDS, ESTEEM AND SELF-ACTUALIZATION IN MASLOW ‘S HIERARCHY OF NEEDS. IT IS ESTIMATED THAT COSMETICS WERE INVENTED AROUND THE FIFTEENTH TO THE TENTH CENTURIES BC IN EGYPT. ANCIENT EGYPTIANS HAD THEIR FACES PAINTED CLASSICALLY. AT THAT TIME, THEY STRONGLY BELIEVED IN GODS, AND THEY ALSO BELIEVED THAT “CLEANLINESS IS NEXT TO GODLINESS”. THEREFORE, THEY TRIED TO FIND VARIOUS WAYS TO BE GOOD LOOKING, SO THAT THEY CAN CAN BE CLOSE TO GOD. FROM THAT, A LOT OF INVENTIONS WERE CREATED. EGYPTIANS KNEW HOW TO USE NATURAL PRODUCTS TO TAKE CARE OF THEIR SKIN AND HOW TO MIX INGREDIENTS. RESEARCHES SHOWED THAT MANY OF THEIR PRODUCTS WERE QUITE SIMILAR TO THE CURRENT COSMETIC ONES. EGYPTIANS ALSO USED ESSENCE TO CREATE FRAGENCE FOR THEIR BODY. IDEA OF SPA CAME FROM EGYPTIANS ERA. 29 AFTER THE EGYPTIAN, ANCIENT GREEKS ADOPTED EGYPTIAN COSMETIC PRACTICES TO MAKE THEIR OWN COSMETICS, BUT THEIR WANTS ORIGINATED FROM OTHER NEEDS, NOT SPIRITUAL ONE AS EGYPTIANS. THE NEED OF GREEKS IS TO BE GOOD LOOKING TO ATTRACT OTHERS. IT IS
1 CHAPTER 1: INTRODUCTION 4
1.1 NECESSITY OF THE THESIS 4 1.2 OBJECTIVE OF THE RESEARCH 5 1.3 KEY RESEARCH AREA 5 1.4 METHODOLOGY 5 1.5 CONTRIBUTIONS OF THE THESIS 6 1.6 THESIS STRUCTURE 6
2 CHAPTER 2: LITERATURE REVIEW 6
3 LITERATURE REVIEW ON MARKETING PLANNING AND GENERAL ABOUT COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM 6
3.1 Literature Review on Marketing Planning for a brand/product line 7 3.1.1 REVIEW ON MARKETING AND CORE MARKETING CONCEPTS 7 2.1.1.1 Marketing definition 7 2.1.1.1 Core Marketing Concepts 8 3.2 28 3.3 RATIONALE FOR THE RESEARCH METHOD 29 1.1 UNDERSTANDING THE DEVELOPMENT HISTORY OF COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM 29 COSMETICS INDUSTRY ORIGINATED FROM THE NEED OF SOCIAL NEEDS, ESTEEM AND SELF-ACTUALIZATION IN MASLOW ‘S HIERARCHY OF NEEDS. IT IS ESTIMATED THAT COSMETICS WERE INVENTED AROUND THE FIFTEENTH TO THE TENTH CENTURIES BC IN EGYPT. ANCIENT EGYPTIANS HAD THEIR FACES PAINTED CLASSICALLY. AT THAT TIME, THEY STRONGLY BELIEVED IN GODS, AND THEY ALSO BELIEVED THAT “CLEANLINESS IS NEXT TO GODLINESS”. THEREFORE, THEY TRIED TO FIND VARIOUS WAYS TO BE GOOD LOOKING, SO THAT THEY CAN CAN BE CLOSE TO GOD. FROM THAT, A LOT OF INVENTIONS WERE CREATED. EGYPTIANS KNEW HOW TO USE NATURAL PRODUCTS TO TAKE CARE OF THEIR SKIN AND HOW TO MIX INGREDIENTS. RESEARCHES SHOWED THAT MANY OF THEIR PRODUCTS WERE QUITE SIMILAR TO THE CURRENT COSMETIC ONES. EGYPTIANS ALSO USED ESSENCE TO CREATE FRAGENCE FOR THEIR BODY. IDEA OF SPA CAME FROM EGYPTIANS ERA. 29 AFTER THE EGYPTIAN, ANCIENT GREEKS ADOPTED EGYPTIAN COSMETIC PRACTICES TO MAKE THEIR OWN COSMETICS, BUT THEIR WANTS ORIGINATED FROM OTHER NEEDS, NOT SPIRITUAL ONE AS EGYPTIANS. THE NEED OF GREEKS IS TO BE GOOD LOOKING TO ATTRACT OTHERS. IT IS