ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Cung Khanh Linh Student ID number: 21001290

UNIT AND TUTORIAL DETAILS

Unit name: Principles of Marketing - T123PWB-2 Unit number: PMK-T123PWB-2

Tutorial/Lecture: Tutorial Class day and time: Wednesday 12h00-15h15
Lecturer or Tutor name: Nguyen Thu Huong

ASSIGNMENT DETAILS

Title: REFLECTION REPORT PMK – 3 INDIVIDUAL

Length: 576 Due date: 02/04/2023 Date submitted: 02/04/2023

DECLARATION

Ö I hold a copy of this assignment if the original is lost or damaged.

Ö I hereby certify that no part of this assignment or product has been copied from any other student’s
work or from any other source except where due acknowledgement is made in the assignment.
Ö I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
Ö No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
Ö I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Cung Khanh Linh

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
 REFLECTION REPORT 3 - PMK

Select one of your most favorite brands. Describe three levels of the product and

make a positioning statement for it.

Among the most famous and popular brands in the cosmetic industry today, Vichy is one of my

favorite brands ever. I'll outline three product levels here, each of which has three steps: Actual

product, core customer value, and augmented product.

First of all, the "Health is Beautiful" criteria is well-known in Vichy. As a result, Vichy's customer

value places a premium on offering skin care solutions that are motivated by thousands of years of

pure mineral water. With the main objective of bringing safe goods to market and assisting women in

embracing their beauty, Vichy also manufactures hair, body, and other cosmetic items. Vichy

cosmetics have been around for over 80 years and have developed into one of the most well-known

and reputable brands among consumers.

Second, the letter V, which represents the flowing water coming from the million-year-old volcano

Auvergne, is obviously associated with the brand name Vichy. Vichy is renowned for its benign

ingredients, which allow even the most sensitive skin to select it as a source for the greatest results.

As I already indicated, Vichy also makes a variety of additional goods, such as hair care items that

primarily function to prevent hair loss, eliminate dandruff, and preserve hair roots via the use of

collagen and other safe components. Also, many customers and beauty bloggers laud this product.

More than 700 customers reviewed Vichy Mineral 89, and they gave it an average rating of over

4.7/5 stars. In terms of body care goods are less well-liked since Vichy's skin care items often sell the

most and are the most well-known in all countries due to their distinguished quality in both

packaging and design. Vichy has recently partnered with a great deal of cosmetic retailers, including

Guardian, Amazon, Shopee, Lazada, Tiki, more… The primary color pattern is navy blue, black, and

green, as opposed to Vichy's packaging design, which is renowned for its cylindrical, circular, and

tubular bottle shapes. Since it makes it simple for people to grip the goods, its design is also

incredibly inventive. In addition to being incredibly handy and hygienic, the pump nozzle's shape

also makes the device simple to operate. Vichy cosmetics are always packaged with all the necessary

information about the company, the name of the product, how to use it, the ingredients list, the

expiration date, etc.

The third is the extra product that sets it apart from comparable goods provided by rivals. While all

other cosmetic firms aim to produce a broad variety of goods to meet consumers' demands, a

company like Vichy is always seen as an expensive "cosmeceutical." Customers have always trusted

French items from Vichy when they have been around for several generations. Simply because

Vichy has developed strategies to reduce skin irritation brought on by cosmetic usage, whereas few

cosmetic manufacturers place more emphasis on "safety" of consumers than "popularity." The Vichy
cosmetics industry has achieved the preparation of Vichy mineral water at a neutral level that is

appropriate for the environment thanks to the passion and research efforts of technological

professionals. In reality, as users have also experienced and recognized, Vichy's product is really

effective. Vichy cosmetics are classified as "cosmetic medications" based on the aforementioned

traits and stringent Ministry of Health examinations.

A brand positioning statement is an internal brand description that businesses use to identify target

markets and increase consumer value. So, my positioning statement for Vichy was "Vichy - the

energy source for vibrant skin."

REFERENCES:

1. Blogger Store, T. H. (n.d.). Lịch sử thương hiệu vichy. Blog-

Mypham.blogspot.com. Retrieved March 31, 2023, from https://blog-
mypham.blogspot.com/2018/01/lich-su-thuong-hieu-vichy.html

2. Bui, T. (2016, October 14). Vichy công bố nhận diện và định vị thương hiệu mới
tại việt nam. Harper’s Bazaar Việt Nam. https://bazaarvietnam.vn/vichy-cong-
bo-nhan-dien-va-dinh-vi-thuong-hieu-moi-tai-viet-nam/

3. Cấp độ sản phẩm. (n.d.). Www.cmard2.Edu.vn. Retrieved March 30, 2023,

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h%E1%BA%A9m%20c%E1%BB%91t%20l%C3%B5i

4. Dầu gội vichy dercos energising shampooing giảm rụng tóc. (n.d.). Seun.vn.
Retrieved March 31, 2023, from https://seun.vn/dau-goi-vichy-dercos-
energising-shampooing-
stimulant#:~:text=D%E1%BA%A7u%20g%E1%BB%99i%20VICHY%20kh%
C3%B4ng%20nh%E1%BB%AFng

5. Giới thiệu về thương hiệu mỹ phẩm vichy. (2016, October 30). Nhà Thuốc Việt.
https://nhathuocviet.vn/tin-tuc/gioi-thieu-ve-thuong-hieu-my-pham-vichy.html

6. Kristelle. (2016, June 10). Vichy ideal body spa shower gel-cream and gel-oil.
Blogger. https://www.crystalcandymakeup.com/2016/06/vichy-ideal-body-spa-
shower-gel-cream-oil-review.html

7. Media, S. D.-G. F. (n.d.). MCM. Minh Chieu Marketing. Retrieved March 30,
2023, from https://www.mcm.com.vn/client/vichy
8. Review chi tiết, đầy đủ kem dưỡng vichy normaderm phytosolution - medici.
(2022, June 8). Medici. https://medici.vn/2022/06/08/review-chi-tiet-day-du-
kem-duong-vichy-normaderm-phytosolution/

9. Thuoc Central Phamarcy, T. T. (2022, November 11). Trung tâm thuốc central
pharmacy. Https://Trungtamthuoc.com. https://trungtamthuoc.com/vichy-
dercos-energising-shampoo-hairloss

10. Tìm hiểu về vichy và những sản phẩm chăm sóc da chất lượng pháp. (2022,
August 3). Tìm Hiểu về Vichy và Những Sản Phẩm Chăm Sóc Da Chất Lượng
Pháp. https://beautybox.com.vn/blogs/goc-review/tim-hieu-ve-vichy-va-nhung-
san-pham-cham-soc-da-chat-luong-phap

11. Vichy: Review thương hiệu mỹ phẩm cao cấp đến từ pháp. (n.d.).
Www.bachhoaxanh.com. Retrieved March 31, 2023, from
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my-pham-cao-cap-den-tu-phap-1429126