Chapter 2: Analysis of Anessa Globally:

2.1 Analysis of general and specific goals of consumer products; Rational and emotional
motives:
A. Analysis of general and specific goals of consumer products.
a. General objectives:
- Be conscious of skin health: The main goal is to protect from sun damage, want to use a
product with effective sun protection, helping to protect the skin from UV damage.
- Skin care, maintaining a healthy skin: Customers want to choose products that are both
sun protection and can provide moisture and nutrients to the skin, increase skin resistance
- Convenient, easy to use: Consumers want to use products that are easy, convenient for
daily use, saving time for skin care.

b. Specific objectives:
- Skin protection with high SPF: Consumers want to choose a product with high SPF and
PA, antioxidant, anti-environmental pollution, suitable for outdoor activities, to protect
the skin from the harmful effects of UVA and UVB rays and other pathogens, helps
prevent skin aging, melasma and skin cancer.
- Light texture: Want to choose a product with a thin and light texture, dry, fast
penetration, no greasy or clogged pores.
- Water and sweat resistant: Want to swim, play sports, and other sweaty activities.
- Benign skin care: The product contains benign skin care ingredients, suitable for all skin
types, providing moisture and nutrients to care for the skin, helping to improve skin
resistance.

B. Rational and emotional motives:

a. Rational motives:
- This motive comes as customers are carefully considering when purchasing and using
Anessa's sunscreen products that are scientifically formulated to protect the skin from
the effects of the sun and ensure the product has a high SPF and broad-spectrum
protection, The product is dermatological tested, creating peace of mind and peace of
mind for consumers about the safety and effectiveness of the product.

 Marketing activities influence consumer buying behavior through rational

motives:
- Product marketing activities: The company has applied rational motives to
product quality: The product has a compact, luxurious, convenient design that is easy
to carry along with the high benign safety of the ingredients in the product, can be
used anytime, anywhere, Suitable for most skin types, accompanied by a thin and
light texture and fast penetration, so consumers can use it comfortably and
confidently. In addition, Anessa also regularly organizes promotions, good deals,
product trials,...

- Marketing and distribution activities: To help customers feel the convenience

when shopping, Anessa has distributed products on most large and small supermarket
 chains and pharmacies nationwide: AEON, Emart, Co.op mart, Lotte, Long Chau,
Pharmacity,... and on all major e-commerce platforms today such as: Shopee, Lazada,
Tiktok shop, Tiki,.. so that consumers can easily find and buy without spending much
time.

b. Emotional motives:
- In this engine, Anessa focuses on creating confidence and peace of mind when using the
product, along with feeling comfortable and satisfied with the feeling of lightness on the
skin. The love and convenience of using the product is also an important factor, making
consumers feel satisfied and trust in the brand.

• Marketing activities that influence consumer buying behavior through emotional

motivation:
- Product marketing activities: Anessa has also applied the emotional motivation of
consumers to products such as: packaging design, luxurious, eye-catching and good-
looking design, convenient and easy to carry.
- Price marketing activities: Implement discount programs with attractive promotions
and incentives such as giving away small sunscreen with trial sizes, cotton buds, ...
- Marketing promotion activities: Using representative faces, ambassadors, favorite
public people, faces with high public recognition such as: KomatsuNana, Ninh Duong
Lan Ngoc,,.. In addition, Anessa also regularly organizes events to show care and care for
customers such as the event "Unlimited Protection" with the participation of many
famous faces to share about leading UV protection technology and effective sun
protection methods, Protect your skin with a dermatologist.

2.2 Anessa's competitive advantage:

- Prestigious brand: Anessa is a sub-brand of the famous high-end Shiseido Group in
Japan, is a professional sunscreen that has held the No. 1 position in Japan for 23 years,
trusted by people around the world. Anessa also inherits more than 100 years of research
and development and extensive experience in the field of sunscreen manufacturing.
- Outstanding sun protection: With advanced technologies Anessa is known for its
effective sun protection with high SPF and PA, such as its Zynx Oxide technology that
helps prevent the harmful effects of UVA rays. There is also exclusive Aqua Booster
technology that enhances water and sweat resistance, suitable for outdoor activities.
- Safe, benign ingredients: Anessa's products contain ingredients that are safe for the
skin, suitable for all skin types, including sensitive skin types. Anessa does not contain
ingredients harmful to the skin such as Oxybenzone, Octinoxate, Parabens, artificial
fragrances.
- Product diversity: Anessa has a wide range of products to suit all skin types and all the
needs of people in different situations. Anessa has products for the face, body and even
for children.
- Water, sweat and fast absorption: Anessa's sunscreen products are designed to
penetrate quickly into the skin without causing greasy stickiness and are extremely
resistant to water and sweat, helping consumers feel comfortable and confident when
using.
2.3 Factors for Anessa's success: With the above advantages, it is also part of Anessa's success,
but it is also necessary to rely on other factors:

• Effective marketing:
- Anessa regularly conducts effective marketing campaigns to attract customers' attention
such as organizing great promotions with special offers and gifts with shopping
stimulation and shopping enhancement with customers; Creating useful skin, skincare
and the use of sunscreen on social media platforms, this content not only enhances brand
recognition, but also helps educate and instill trust in customers
- With these campaigns, Anessa has used diverse media channels such as TVC, online
advertising on social networking sites, influencer marketing,...

• Good customer service:

- Anessa always has a team of very enthusiastic and attentive consultants, solving all
questions and problems of customers.
- Create a convenient and easy shopping experience for customers with flexible return
policies and best customer support.

• Stay on top of market trends:

- To stay on top of market trends, Anessa regularly has to conduct market research to
understand the needs and tastes of customers.
- In addition, it is necessary to use diverse research methods such as surveys, interviews,
sales data analysis,..