Individual Assignment MKT558 PDF

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INDIVIDUAL ASSIGNMENTDIGITAL MARKETING (MKT558)COURSE : BANAME : NURUL AISYAH BINTI MD LIP STUDENT ID : 2020996603 GROUP : BA2454B LECTURER : MADAM YVONNE ANG SU MINGTABLE OF CONTENTNO. CONTENT PAGE1. Introduction 1 2. Demographic: Classification Variables 1. Age 2. Gender 3. Income2-3. Behavioural:...

Description

INDIVIDUAL ASSIGNMENT

DI GI T ALMARKET I NG( MKT 5 5 8 )

COURSE

:

NAME

:

BA245 NURUL AISYAH BINTI MD LIP

STUDENT ID

:

2020996603

GROUP

:

LECTURER

:

BA2454B MADAM YVONNE ANG SU MING

TABLE OF CONTENT

NO. 1. 2.

CONTENT Introduction Demographic: Classification Variables

PAGE 1 2-3

1. Age 2. Gender 3.

3. Income Behavioural: Character Variables

4-5

1. Beliefs 2. Attitudes 4.

3. Intentions Impact of macro-environment on Innisfree

6

1. Social 2. Technology 5. 6.

3. Legal Conclusion References

1. Introduction

7 8

Innisfree is a South Korean cosmetics brand founded by Amore Pacific. Innisfree is a cosmetics company that focuses on naturalism., was founded in 2000. The brand name comes from the poem "The Lake Isle of Innisfree" by Irish poet W. B. Yeats. South Korea, Hong Kong, China, Japan, Taiwan, Singapore, Malaysia, Thailand, Vietnam, Indonesia, Philippines, India, the United States, Canada, Australia, and the United Arab Emirates are among the countries where Innisfree has opened stores. Innisfree's slogan is "Clean Island, where clean nature and healthy beauty coexist happily." The brand concept emphasizes nature and environmentally friendly practices. The Innisfree brand philosophy emphasizes nature, with a special emphasis on South Korea's Jeju Island. Amore Pacific, South Korea's largest skincare and cosmetics company, launched Innisfree as the company's first eco-friendly brand in 2002. The first brand road-shop opened in 2005, followed by the 100th in 2007. The first store in India opened on October 10, 2013, and the first in Singapore opened on November 22, 2013. By 2014, the company had more than 80 outlets in South Korea, Japan, Hong Kong, Singapore, and India. In the first half of 2014, Amore Pacific decided to improve the brand's sales in Taipei by opening a second store months after they first opened, making Innisfree the most comprehensive South Korean skincare and cosmetics brand. On December 5, 2014, Innisfree opened its first outlet in Malaysia. They established their website https://www.innisfreemall.com.my/ for ease of use for the customer to purchase online. 1 2. Demographic: Classification Variables

1. Age

Humans can be divided into several stages based on their age. Teens (12 to 18 years old) are the most likely to require specific skincare, followed by young adults (18-35 years old) and adults in their forties and fifties (36 to 55 years old). Teenagers are the age group that experiences the most skin problems, especially active teenagers who spend a lot of time outside, such as in the sun, on the beach, or participating in sports. Teenagers commonly face skin problems as their skin system matures. The common skin condition is characterized by clogged pores (both whiteheads and blackheads), painful pimples, and, in some cases, heavy, deep lumps on the face, neck, shoulders, stomach, back, and upper arms. According to research, more than 85% of teenagers experience those problems. However, skin cell regeneration begins to decline as early as the 20s. Furthermore, around the age of 30, their skin experiences a decrease in oil production, especially after menopause, which promotes the appearance of freckles. As a result, Innisfree has provided various skincare choices according to their skin problems, such as Jeju volcanic, which focuses on pore and blackhead, Green tea seed for moisturization and hydration.

2. Gender

According to cosmetic surgeon Dr. Maurice Dray, The skin is susceptible to both male and female hormones. Men have more dominant testosterone levels, which causes their skin to be 25% thicker and behave differently than women. The most common hormone in women is estrogen. On the other hand, adult males emit ten times the amount of testosterone as females, making their skin oilier. Men's pores are more prominent than women's, and they contain more sebum, which is thicker and causes congestion. 2 Women's skin pH is higher than men's, which may explain why women have a higher propensity for dry skin. Both men and women can use Innisfree skincare

because the ingredients used to make Innisfree products are derived from safer sources and have been dermatologist-verified. For instance, Forest for men for skin relief and moisturizing.

3. Income

One of the most targeted markets is income level. Those with a higher income level can purchase any product or brand, whether local or imported. Innisfree can compete with other brands for the income level because anyone, especially those with lower income levels, can buy their product. People with lower incomes can now use and experience international products at a lower and more reasonable cost, as well as with good ingredients. Innisfree products are starting price 5 MYR up to a hundred. For instance, My real squeeze mask is only 5 MYR.

3 3. Behavioural: Character Variables

1. Beliefs Beliefs are consistent patterns of experience about one's environment that one recognizes as fact. Consumers create a brand image, or a collection of beliefs about a particular brand, based on their beliefs about the qualities of a product. As a result, people believe that any item they buy is genuine, safe, and secure such as Innisfree product, which the customer believes can be purchased either in-store or online. People believe that Innisfree comes with good ingredients because of the Good Manufacturing Product (GMP) and dermatologist tested. 2. Attitudes A learned propensity to consistently respond to a given object is known as an attitude. A combination of values and beliefs shapes attitudes. The goal of a marketer is frequently to change people's perceptions of a brand. Thus, customers who have used Innisfree products and found them effective in moisturizing their skin, reducing skin problems, and suiting their sensitive skin will recommend it to others. We can see from the review that the consumer had a positive attitude when they repurchased the products.

4

3. Intention A customer's attitude toward a particular buying behaviour and the consumer's willingness to pay is referred to as purchasing intention. It is, in essence, a signal of customer shopping habits. For instance, those who have an intention to buy a product for deep hydration and moisturizing can purchase Green Tea Regimen Skincare Set.

5 4. Impact of macro-environment on Innisfree

1. Social

A business's social environment consists of everything a society believes, customs, practices, and behaves. As a result, these could include family, friends, neighbors, coworkers, and even the media. All of these elements can influence our lives, attitudes, opinions, and interests, which directly impact business product sales and services, as well as revenue earned. For Innisfree, customers believe that the brand is secure and effective while their website is trusted. Hence, they tend to be a loyal customer and persuade others to try Innisfree products.

2. Technology

The Innisfree website's technological advancements enable them to provide dependable service to their customers. Good management and organization

of the latest technologies used by Innisfree's website allow their customers to quickly and easily browse and purchase every product and brand.

3. Legal

For a company to thrive, it must have a stable legal structure. As a result, a country's legal framework and regulations must be durable and functional, supporting both consumers and producers equally. Innisfree's operation is restricted and limited, with only safe and suitable products marketed by them. Products containing excessive amounts of ingredients and chemicals cannot be sold in their stores or on their website.

6 5. Conclusion

In conclusion, each product has its own set of benefits that entice customers to purchase it as well as strategy and target for their company. As a strong brand in the market, Innisfree has high-quality and affordable products for everyone no matter how the consumer variable influences them. Marketing and modern technology are such a great blend, and they are creating a new platform for every brand to get to know their potential customers. People nowadays prefer to buy online rather than in a physical store. As a result, the website is developed as one of the best platforms for a customer to purchase. Online shopping is no longer the way to go. It's the norm these days, and it's the best way to get most things.

7

6. References

Embleton, F. (2019, November 19). 4 reasons men should use different skincare to women.

Marie

Claire.

https://www.marieclaire.co.uk/beauty/4-reasons-men-

should-use-different-skincare-to-women-673872 Innisfree Malaysia Official Shop. (n.d.). Innisfree MY | Skincare & Beauty Products Inspired

by

Jeju

Island.

https://www.innisfreemall.com.my/

Retrieved

April

26,

2021,

from

S.

Gardner,

S.

(2020,

November

12).

Teens

and

Acne.

WebMD.

https://www.webmd.com/skin-problems-and-treatments/acne/what-is-acne#: %7E:text=Articles%20On%20Teen%20Acne&text=If%20there’s%20one%20thing %20you,%2C%20back%2C%20and%20upper%20arms. Vedantu.

(2020,

December

7).

Macro

Environment.

https://www.vedantu.com/commerce/macro-environment#:%7E:text=The %20components%20of%20the%20macro,and%20political%20and%20legal %20forces. Wikipedia

contributors.

(2021,

April

13).

https://en.wikipedia.org/wiki/Innisfree_(brand)

8

Innisfree

(brand).

Wikipedia....