Brand positioning in LC Vina Cosmetics LTD

Abstract

To find out the problems causing low brand performance, the research carried out initial in-depth interviews with Mr. Ngan, Marketing Manager of LG Vina, Cosmetics department, who is cum brand manager of Essance at the present. According to the interview result as well as the data he shared, Essance witnessed a decrease in brand performance over the period of 2013 – 2015. The turnover sharply decreases from 2013 – 2015 and could not reach target over these years