UNIVERSITY OF THAI CHAMBER OF COMMERCE IN ASSOCIATION WITH THE UNION OF MYANMAR FEDERATION OF CHAMBERS OF COMMERCE AND INDUSTRY INDEPENDENT STUDY A STUDY OF CUSTOMER PERCEPTION ON MARKETING MIX ACTIVITIES OF ESTÉE LAUDER IN YANGON SUPERVISOR: DR. DOW WASINEE THAMISIRI SUBMITTED BY NAME – MS. ZUN ZUN YADANA STUDENT ID - 1501126013015 CLASS - UTCC BATCH 7, Yangon
 
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CHAPTER 1: INTRODUCTION
 /
 
(1.1)
 
COMPANY
 
BACKGROUND
 0
 
(1.2)
 
PROBLEM
 
STATEMENT
 1
 
(1.3)
 
OBJECTIVES
 
OF
 
THE
 
STUDY
 2
 
(1.4)
 
SCOPE
 
OF
 
STUDY
 2
 
(1.5)
 
EXPECTED
 
BENEFITS
 
OF
 
STUDY
 3
 
CHAPTER 2: LITERATURE REVIEW
 4
 
(2.1)
 
RELATED
 
THEORY
 4
 
(2.1.1)
 
MARKETING
 
MIX
 -
 
(2.2)
 
RELATED
 
RESEARCH
 55
 
CHAPTER 3: RESEARCH METHODOLOGY
 50
 
(3.1)
 
RESEARCH
 
DESIGN
 
AND
 
PROCESS
 50
 
(3.3)
 
SAMPLE
 
SIZE
 51
 
(3.4)
 
RESEARCH
 
TOOL
 51
 
(3.5)
 
DATA
 
COLLECTION
 52
 
(3.6)
 
DATA
 
ANALYSIS
 52
 
CHPATER 4: ANALYZING RESULTS
 53
 
(4.1)
 
ANALYSIS
 
OF
 
PROFILE
 
OF
 
RESPONDENTS
 53
 
(4.2)
 
CUSTOMERS
 
BUYING
 
HABITS
 56
 
(4.3)
 
CUSTOMERS’
 
PERCEPTION
 
ON
 
MARKETING
 
MIX
 
7P’
S
OF
 
ESTÉE
 
LAUDER 
 
MYANMAR 
 ..
 
CHAPTER 5: CONCLUSION AND DISCUSSION
 /5
 
REFERENCES
 /1
 
APPENDIX 1
 /2
 
 
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I am using this opportunity to express my gratitude to everyone who supported me both directly and indirectly throughout the course of this MBA Independent Study. I am thankful for their aspiring guidance, invaluably constructive criticism and friendly advice during completion of this study. I am also sincerely grateful of them for sharing their truthful and informative views on a number of issues related to this study paper. Firstly, my deepest appreciation to Dr. Jakarin Srimon Ph.D., Dean, International College, University of the Thai Chamber of Commerce. During this MBA course he had provided us with his life time knowledge and experience in order to improve us into a better leader and into a more successful entrepreneur in near future. This MBA program has supplied us with handful of essential knowledge of business, marketing strategies, variance of customer’s insight and many more. Also, a special gratitude to my Independent Study advisor, Dr. Dow Wasinee Thamisiri, Professor, International College, University of the Thai Chamber of Commerce, Thailand for inspiring suggestions and encouragement; helped me to coordinate my project in both writing this report and collecting of data. I would also like to thank further for her patience, opinion, sharing of knowledge and detail analysis on the research paper. It would had been impossible to complete this study paper smoothly without her guidance. Last of all, I would like to acknowledge my senior friends for providing with ideas and helping throughout this study paper. Further gratitude to everyone who participated in filling the survey forms, this research and study paper would not be complete without their help. Zun Zun Yadana
Batch-7 UTCC MBA Program
 
 
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CHAPTER 1: INTRODUCTION
Beauty product market has always been an interesting and growing market that depends on consumer’s consumption, in both women and men. As the economic sector of Myanmar is growing rapidly, many international beauty brands have entered Myanmar market. At the same time, the gray market as known as the fake and dangerous beauty market are also spreading among Myanmar consumers. The competition in the beauty market is becoming fiercer each day due to the globalization and liberalization. Therefore, it is necessary to innovate through updating of products as well as creating brand loyalty by the company. The number of customers in Myanmar, especially high class and working age group, show more interest toward beauty products day by day. As the income is increasing, people are willing to spend more on beauty products as it plays a critical role in representing and enhancing one’s’ appearance. Consumers gained more knowledge and are more aware of the market and companies, therefore encouraging companies to serve the best as well as satisfying all individual needs and wants so that it will help the business to operate better for the long term. In today’s global market, customers possess more knowledge and information which changes the purchase  behavior. After working as brand manager of a company in cosmetic industry for 2 years, I’ve come to realize that without good perception of target customers, PR and marketing activities cannot be delivered to customers effectively. This study includes marketing issues and problems of Estée Lauder brand in Myanmar. Furthermore, objectives of the study, significance and benefits of the study were included within this paper. In addition, this paper identified the potential customer segment, competitors’  brands, spending powers of customers and their preferred beauty products are analyzed in this study. From this research paper, customer's’ perception toward Estée Lauder Myanmar in Yangon can be found, by applying the Marketing Mix analysis, statistical and research tools in order to provide recommendation for Medi Myanmar Group Limited for future development and successful marketing strategy.
 
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1.1) COMPANY BACKGROUND
Estée Lauder is the flagship brand of The Estée Lauder Companies Inc. which has been founded since 1946. Estée Lauder, is the world’s first female entrepreneur, the brand today continues her legacy of creating the most innovative, sophisticated, high-performance skin care and makeup products and iconic fragrances — all infused with a deep understanding of women’s needs and desires. Today Estée Lauder engages with women in over 150 countries around the world and at a variety of touch points, in stores and online. And each of these relationships consistently reflects Estée’s powerful and authentic woman-to-woman point of view. The vision of Estée Lauder Companies Inc. is to be a well-diversified, brand-building  powerhouse of unrivaled creativity and innovation. In order to complete the vision, their mission is that “Bringing the best to everyone we touch and being the best in everything we do”. Currently, Estée Lauder is global leader in prestige beauty and $10.97 billion in sales. In later years, they produce the innovative products not only for women but also for men. They are diversing portfolio of more than 25brands.In Asia Pacific, they have approximately 16,000 full-time employees, 12 affiliate offices, 2 R&D centers and 3 Innovation Hubs. The Estée Lauder brand has launched officially since 2013 and Medi Myanmar Group Limited is the sole distributor of the Estée Lauder brand in Myanmar. 2 Free Standing Counters of Estée Lauder are successfully opened at Myanmar Plaza and Junction Square in Yangon, Myanmar. As fourth anniversary of Estée Lauder Myanmar is coming nearer, the 4
th
 new counter will be launched during this year 2017. The sale for 2016-2017 of Estée Lauder is over 1 billions.
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