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ANALYSIS AND PERFECT THE MARKETING PLAN FOR THE LUXURIOUS COSMETICS BRAND NAME OF “L’OVITÉ PARIS” OF INTERNATIONAL CONSUMER PRODUCTS (ICP) JOINT-STOCK COMPANY

1CHAPTER 1: INTRODUCTION4

1.1NECESSITY OF THE THESIS4
1.2OBJECTIVE OF THE RESEARCH5
1.3KEY RESEARCH AREA5
1.4METHODOLOGY5
1.5CONTRIBUTIONS OF THE THESIS6
1.6THESIS STRUCTURE6

2CHAPTER 2: LITERATURE REVIEW6

3LITERATURE REVIEW ON MARKETING PLANNING AND GENERAL ABOUT COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM6

3.1Literature Review on Marketing Planning for a brand/product line7 3.1.1REVIEW ON MARKETING AND CORE MARKETING CONCEPTS7 2.1.1.1Marketing definition7
2.1.1.1Core Marketing Concepts8
3.228
3.3RATIONALE FOR THE RESEARCH METHOD29
1.1UNDERSTANDING THE DEVELOPMENT HISTORY OF COSMETIC INDUSTRY IN THE WORLD AND IN VIETNAM29 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...
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