Branding Agency Project (Market Analysis)

Key Lifestyle Gen Alpha Embracing diversity, transcending borders, Gen Alpha and connecting through the vibrant online realm of VR, gaming, and video

Gen Z Participating in activities that offer meaningful values, a sense of community, and social responsibility

Gen Y Prioritizes work-life balance and fast-tracking financial freedom for leisure travel and new experiences

Gen X prefer buying premium product even if it is expensive because they think that premium products are durable and credible.

Baby Boomer Now at retirement age, baby boomers are more spending-cautious, with most of their money going toward healthcare, while their digital engagement remains limited.

Characteristics

Digital Journey Watch kid content such as kid music video and cartoon on Youtube Kid while having breakfast

Pinkfong

Follow the current event from reliable X account and friends’ Instagram

Review trending toys through parent’s accounts on YouTube and TikTok

Play parent’s game console and socialize the virtual world by playing the Roblox online game on PC

Listen to financefocused podcasts about investments and financial freedom

Watching movies and cartoon from streaming platform

Data-driven and Customercentric marketing

Softpomz

Search the product information in X and TikTok then found review from influencers

Collect the discount coupon from review page and apply it on shopping platform

Bowkanyarat

FOMO Marketing

Tutoring extra lesson through the tutorial school application

Influencer Marketing

Use Linkedin to find a job and use Line for personal talk

Sale Here

Watch the Game Streaming through Twitch and YouTube

Play Varolent (FPS) through computer ROV (MOBA) through mobile phone by individual or group

HEARTROCKER

Gamification

Sales Promotion Marketing Purchasing the upskilling course via Future Skill Coursera and Master class

Manage their money according to different categories Also focus on putting money in their side business or financial investments

Pay a monthly installment through the personal loan of Shopee and Lazada

Purchase both digital and traditional Prefer real-life shopping expeirence Collect and redeem point for brand incentive

Enjoy outdoor activity Like to have a long vacation trip with family

FutureSkill

Digital Marketing / Joint venture marketing

THE STANDARD Mission to PODCAST the moon

Engage with friends, family and brands of Facebook Follow news and current event on Youtube and TV

Checking Email Search for how-tos and educational content on Youtube Looking for assistance on Google search

Online research to discover new product Comparing price on social media and e-marketplace

Direct-sale marketing

Send the greeting photo and positive quote to all people in LINE every morning

Watch news and entertainment from television

Shopping grocery at the Market. Getting interest the discount and paying by cash Sales Promotion Marketing

Watch VDO content related to their past experience on Youtube

Rewards and loyalty programs

Nostalgia marketing

Heard from friends that there is an excellent product to help Nourish bones

Ask nephew to buy a product for them and pay via cash or ATM

Word-of-Mouth marketing

What Business Trend are for these Segments?

Define Longevity Trends

Aesthetic and Beauty

Why Longevity?

Thailand's health economy boosts very high growth potential as the world is increasingly aware of the importance of health and self-care.

3 main Longevity Businesses

Wellness and Supplement

#Cosmetic #Aesthetic

#Health-Tech

#Skincare

(Bangkok Post, 2023)

Gen Alpha

Plant-based Food

#Plant-Based Eater

#Supplyment

Gen Z

Gen Y

Gen X

Baby Boomer

#Gummy Supplement

#Organic Skincare

#Meat Plant Based

#Pills (Vitamin) Supplement

#Aesthetic Surgery

Because of the influences from their parents (Gen X), Gen Alpha has a plant-based lifestyle.

Because the aesthetic market is constantly booming with 85% of Gen Z already owning organic skincare

Because Gen Y has begun the plant-based habits which originate from the sustainable trends

Because Gen X growing in an health awareness era which encourages their behaviour toward wellness

Because BabyBoomer need a quick and effective solution for aesthetics that make sense with their income

Popular Products

Critical Statistic Trend in each business Aesthetic and Beauty Trend:

Aesthetic and Beauty Trend:

Aesthetic and Beauty Trend:

Aesthetic and Beauty Trend:

Aesthetic and Beauty Trend:

it is too early to crystallize gen-alpha aesthetic trends as the oldest of gen alpha are just 13 years old this year.

Gen Z’s influence on beauty shifted towards clean, natural, and unfiltered beauty and the emphasis on authenticity and realism.

The average sales per aesthetics practice increased by

40%

Interviewed 10,000 people. The findings showed that baby boomers of both genders show a high interest in plastic surgery

Plant-based Trend:

31% of Gen Alphas are already eating ontrend ingredients like plant-based foods (oat milk, Beyond Beef, etc.) several times a week

43%

83% already buy organic or natural beauty products

Plant-based Trend:

6%

said their kids eat fast food at least weekly, especially McDonald

when it comes to just eating plantbased meat, only 6% of Gen Z are regularly choosing this option

Wellness Trend:

Wellness Trend:

65% multivitamin in the form of a gummy, compared with 35% who take a pill

Gen Z is focused more on functional foods and beverages than on pills and powders

34%

of female GenX has anti-aging as one of their life goals

from 2018 to 2022, and this growth is mainly due to the influence of Gen Y.

Plant-based Trend:

24% Plant-based Trend: Millennials describe their diets as vegan and use plant-based products regularly

63% are trying to incorporate plant-based foods into their diets.

Wellness Trend:

47% Since the COVID-19 pandemic began, 47% of Gen Y use more supplements.

of female Gen X coming is participate in a plant-based diet

Wellness Trend: More than three-quarters of Gen X agreed with the statement “I believe that supplements such as vitamins and minerals can make a difference in my health.”

59.2% of US adults aged 40 to 59 used dietary supplements between 2017 and 2018.

Baby Boomers are also responsible for the increasing demand for injectables such as Botox, Dysport, Juvederm, and Restylane.

Plant-based Trend:

20% of Babyboomer are consume a vegan diet.

Wellness Trend:

35% of Babyboomer exercise regularly

Proposed Business

Market Research

Beauty and Aesthetics Business:

Skincare brand that target GenZ market GenZ is a potential market to promote a product on social media since they have a high impact on social media community. They currently pay more attention to the non-toxic and safe ingredients of beauty product and moves to the trend of preventive skincare so we decided to focus on Skincare brand that target GenZ market.

Naturista

Boots

Deleaf

“ Pure natural skincare for sensitive skin ”

“ My skin,My way, My INGREDIENTS “

“ Take care women’s nature by nature ”

Thai skincare brand with pure natural ingredients, gentle, and irritating-ingredient free

Providing the best of care to them as their first choice for health and beauty

Product

Product

Naturista Tea Tree ฿390-890

Boots Ingredients ฿104-299

Gentle formula for acne and sensitive skin with Tea Tree Essential Oil SLS Free Sulfate Free ECOCERT Organic

With a focus on hero ingredientled formulations inspired by the latest trends

Thai skincare brand with natural ingredients, which are tanaka wood and pomegranate .

Product

Why GenZ? High Impact on Social Media Influence and deinfluence product trends on social media If we could be popular among Genz, we can wider the target audience

Early Adopter

Rising of healthy trend

GenZ bought 80% more new products in the last 12 months compared to other generations

75% of GenZ are concerned about health prevention

Gen Zers are 20% more likely to try a new product than other generations

GenZ are the most likely generation to change their lifestyles to be more healthy and sustainable

Target Customer: GenZ Pain point

Needs

Overwhelmed with skincare choices

Prioritize ingredient quality over the highest price

Hard to find the right product for their skin

Choose eco-friendly products that are easily recyclable

Acne-related issues refine pores (57%), control oil (52%) and reduce redness (37%).

Give important the product that can use in every gender

Skincare Market Trend

✓ ✓ ✓

25k

5.4k

followers

21.2k

followers

Reduce dullness on the face by increasing vitamin C 3 times and add radiance Tanaka extract Vitamin C, A, E Alovera

✓ ✓ ✓

Social Media

Social Media

followers

✓ Vegan ingredients extracts ✓ No experimental use of animals ✓ Widely Recycled Packaging

Deleaf Tanaka ฿250

74

followers

Promote product through KOL Sponsored post on popular review pages such as Sale Here, Lemon8

741k

followers

45.6k

followers

21.5k

followers

Social Media 6.9

followers

Promote through website and online shopping Sponsored posts on review pages such as punpro, Sale Here

1m

followers

23.9k 425.4k

followers

followers

676

followers

Active on Tiktok the most Paid advertisement post on the new product and the mass product

Why Boots Ingredients Advertise / reach to Gen Z Zeesight wants to Improve and promote to reach more Gen Z market

Long-term result

Scientific evidence

Eco-concious

Quality, effectiveness and longterm results are valued over a large quantity of products

Give research, clinical studies, or certifications to substantiate product’s claims of effectiveness

Emphasising eco-friendly practices and ethical sourcing

Reasonable price Affordable price with various promotions for GenZ’s top pick selected

Since Boots is known as a drug store brand with various products selling, we want to pick the Boots ingredient series to advertise to Gen Z because of how beneficial it is to the target group as well as the reasonable price that Gen Z can afford

Analysis “ Boots is drugstore brand from UK as its main business. Boots Ingredients is a skincare product line under Boots that emphasize essential ingredient at affordable price ”

Branches everywhere

Often have promotion

Too much sale promotion

Weaknesses

Already has a large following in both platforms (741k Likes on Facebook, 45,6k followers on Instagram, 21.5k on Tiktok, 7.91K on youtube) Post a lot of contents daily (3 content per day on average) Wide range of types of content (video, posters, stock photos) Constant promotions on social media

Quite low engagements (No comments, low like ratio compared to the number of overall page followers) The contents on social media are too focused on hard selling the products Lack of KOL marketing no mention on sustainability, or any trends that Gen Z are interested in Post and sell too many products, lack of branding

Opportunities

Increasing use of KOL campaigns by other competition Increasing popularity in online shopping on tiktok for other brand name Customer are slowly getting more focused on sustainability and social well being than just benefits of the product Gen Z and younger audience are slowly leaving Facebook

Currently many new brands overshadowed Boots ingredients

No customer loyalty

Other than Boots Vit C, other products are too hard to find Some product can only found at Boots Suvarnabhumi airport

unappealing packaging

lack of outstanding identity

Design not suit the target group

don’t update their marketing strategies to appeal to younger audiences, and their lack of product categorization and brand clarity makes it confusing for people to choose boots over other brands Room for improvement

What ZeeSight can provide you

Marketing Enhancing Brand Marketing Strategies reach to the target audience improve brand image lack of customer experience

Branding Create uniqueness to the brand create a visual that attract target audience packaging designs need be aligned on Boots ingredient’s identity.

Why choose us?

Comprehensive Services The approach covered from researching to applying

Past Marketing Analysis Boots Vit C was popular approximately 5 years ago

Rarely seen product marketing

“ Boots already has a large following on the market, but they

Threats Threats

Opportunity to do tiktok ad campaign and integrate TikTok shopping cart for people to shop for products Link the customers to their shopping platforms such as Shopee beside visiting their website Promote Boots application on their social media more and improve branding Categorize and divide their product groups clearly so the customer won’t get confused

Branding

Has their own product line (Boots vitc,soltan, etc,.)

Social Media SWOT analysis Strengths

Marketing

What GenZ said about Boots?

“

Affordable cosmetic

Primary research

From GenZ to GenZ Best at emphatizing genZ who intimately understand the behaviors

Stay ahead of the trend consistently monitors and adapts to the latest trends Experimental Approach discover what works best for reaching Gen Z and other audiences.